Talking Social with the Dallas Cowboys' Taylor Stern
Taylor Stern is currently the Content Strategist for the Dallas Cowboys, after spending three years as the social media coordinator. Prior to that she was the Marketing and Communications manager at the Goodyear Cotton Bowl Classic.
Taylor joined us on the Business of Social to discuss the importance of player relationships, content distribution and knowing the lane your brands occupies. Taylor advises her peers to not "give in to social fomo."
"Of course you want your brand to be engaging and have fun, but you don't need to be a part of every single pop culture topic or social trend. You have to find your balance and stay in your social lane"
Here are the highlights:
David: ” What’s a common mistake you see other brands in the industry making?”
Taylor: “Fomo. That’s something that I struggled with majorly when I got here.
David: “Like lets hop on this Game of Thrones trend? Things like that?”
Taylor: “Lets do everything. Lets put our players in the Avengers Endgame movie poster. Let’s jump in on NBA Finals talk. We need to do more trash talk between teams!”
”But then you look at that and realize: That’s not our tone and that’s not our voice.”
“Maybe we’re missing out on an opportunity here, but we can capitalize on another one. There are times when trends fit your brand or align with a player from your team, but don’t force it.”
David: All right. She is the content strategist at the Dallas cowboys. Taylor stern joined us on the business social podcasts. Taylor, thanks so much for the time.
Taylor: I'm so happy to finally join you. I know we've been scheduling and rescheduling.
David: I know I both parts we're a, we're finally here. This is a big day. Um, I think, well, according to your Twitter, you and I are the only people on the planet that have not been caught up on game of Thrones. So, uh, we started that in common.
Taylor: It's just that, that really surprises me about you. Now, what was that a conscious choice? Like where did the
David: no, honestly, I mean I really want to dive into it, but I mean I feel like I have, you have to watch this show. I have like 19 of those on my backlog. Um, I just got into the office, which is really weird cause I'm like a comedy guy and I'm like five seasons in now. So I've been caught out, but everybody's like, wait, you haven't seen? So there's those, you know, I've got some catching up to do.
Taylor: The office was a show that I did. I remember during college finals, just like playing it. It was like one of the best.
David: That's not a good time to do it, Huh?
Taylor: No, I mean somehow I and somehow I'm here.
David: Exactly. I think it, I think pro procrastination in college does bodes really well in a social media world. Right? Cause like you're under pressure. You have to be a on your a game. So I used to do the same thing. Um, anyways. I know. I think both of us are kind of admired each other's work. Um, from a far right and screen. It was great to meet you in person. It's, it's awesome to talk shop with you here on the pod. Um, I always kick things off with a random question. I'm gonna hit you with some hot fire right now. Rank the top three Dallas cowboys of all time.
Taylor: Okay, I'm going to go Troy Aikman number one, Roger Staubach number two and Jason Witten number three. Jason Wayne at number three. Jason Witten is my dude. Like I am never like had a bad experience with him. Now that he is back from his retirement, he is a new guy and I say that is the utmost like confidence and respect. Like for someone who retired and did such a lavish retirement like he did was, you know, put at the top pedestal and broadcasting boost excepted the fact that that wasn't for him and then decided to come back to a team that is one of the youngest teams in the NFL, you're turning 37 and to have the attitude that he does, like he's, he's the ultimate go.
David: I do think that, um, Michael Irvin and Ms. Smith being snubbed on that list, but you know, everybody has their list. There is a personal bias list. It was a punishing bias list. Um, all right, so give the listeners like a 62nd elevator pitch on all that you do at the cowboys and what you oversee and your day to day role.
Taylor: Yeah, so I started here back in 2015 and when I got here I was the social media coordinator. And at first that was exactly what it sounds like, just literally posting. And then it slowly evolved into some more on camera work where I was doing different podcasts. We started a new show called cover four, which is our digital show runs on all of our different platforms. I'm a cohost on that, and then as social media really started to evolve, I became more ingrained in discovering the analytics of it. Kind of the, what it really is, is the content strategy and the distribution plans for all digital media because they're all integrated now. They're all running together seamlessly and figuring out the best way to do that and stay ahead of the game.
David: Well, what's innocent too, and I don't know if a lot of people in the industry know about this, maybe they do, but with what you guys do and your team, but you're not only managing the Dallas cowboys, you're almost a content strategist for the Jerry Jones infrastructure. They have the star and they have, I mean you could probably break it down better than I can, but how many different accounts on a monthly basis are you guys touching over there at the cabin?
Taylor: When I first started, it was just, it was at and t stadium. It was the Dallas cowboys cheerleaders and it was the Dallas cowboys. And that was your basic three of you know, Facebook, Twitter, Instagram, and that was that. Now even cowboys has grown as far as we have a youtube channel that you know, we're trying to make as robust as possible. We have connected TV apps. You've now expanded into the star in Frisco. We have so many different new accounts that we're trying to work for different people, whether it be cowboys fit, the exclusive gym that we have here at the star or you know, different entities as far as formation, which is a we work space that we have here. Cowboys club, which is like a [inaudible].
David: They're all the same. People are running that. So you're saying like what are we doing for the fit at the fit account or whatever?
Taylor: Yes. So you know, Shannon Gross, who's my boss, he's the director of content strategy. Great Dude, big beard. We'll have meetings every week and it's like, okay, you're doing this, this and this and you kind of have to just streamline it all.
David: Hmm. And how many people on the team that are helping manage all that dedicated to that [inaudible]
Taylor: well Dana now is that she's now taken my role, which was social media coordinator and she handles for part time in place. Okay. That's like a team around six to eight.
David: It's pretty big. That's pretty big for the NFL. Do you guys think you would have less if it wasn't for the other platforms or, yes, it okay. Yeah, probably for the philosophy. Go ahead. Sorry.
Taylor: No, I was just going to say like when Shannon and I first started, it was only him and I, and then you just realize like, hey, to really do this the way that we want to do it, we need some help.
David: I feel like in Dallas with Mark Cuban and Jerry Jones a certain extent, like they are investing on the digital side, um, and cannot understand that game maybe more so than all the other teams. How have you seen that? Have you seen a lot of growth there? I'm sure you have some, Steve, since you started.
Taylor: Yeah, absolutely. I mean, like I said, when I first started, it seemed like, oh, that's a full time job and now it's, you know, it's director positions and you're having these people who are, you know, mid twenties taking over companies that have shifted their focus to digital and social media because it's the way of the world now. It's messaging. I mean, you probably wouldn't have felt the same way about game of Thrones 10 years ago because it wasn't talked about the way that it was on social media. Now.
David: And I'm also looking forward to next Sunday when my Twitter feed is completely blasted, set up, which is fun. But if you don't know what's going on, I'm decided to see all these Aria t tweets and I don't know what's going on.
Taylor: Well, I'm such a super nerd that I was watching a CNN two thousands documentary and eight back in the early two thousands was like ready to take. Yeah. Because Netflix and all of these upcoming and then they had great shows.
David: Yup. Yup. Yup. Um, alright, so I always like to ask this question about how do you personally approach social? What's your core belief on how to utilize it correctly?
Taylor: Being transparent? I think biggest thing on my personal side is that I always wanted to make it seem like you were going to follow me, that you knew me. Now, granted, I do not cuss on any of my social media and Newsflash, I do in real life. So that's probably one difference, but I think it's just being as transparent as possible and making people feel that if they are going to connect with you or be your virtual friend that they are. And that's with, you know, talking relatedly, posting things of my family and of my personal life, sharing vulnerable spots of life and different things like that. I think that's always been my approach and I've actually seen it do really well in the digital branding world as well. I mean, when we've done things that are more transparent and vulnerable, I think the cowboys finished this fight is a good example. We had the players voice their own stories and it did really well.
David: So you're saying that just translates whether it's, you know, the Taylor stern personal account or the Ad Dallas cowboys account. If you're just being, being real, genuine and transparent of where you are as a team, where you are as a person, it's gonna resonate more with the audience.
Taylor: Yeah, I think the biggest thing is now with so many people on social media, the way to stand out is to be real anything. And then to be who you are, you look at someone like Chrissy Tiegen who's completely taken over Twitter and it was because she was saying, which was really on our mind. Unfiltered. Yeah. So I think that's the true key.
David: Alright, so Dallas cowboys, America's team, has there been, what's the story that pops into your head of any, I guess a moment like that where you've had to kind of tread the line, whether it be a losing season, whether it be betraying a player, um, like has there been situations like that where you've been impressed or you've been kind of shocked of how the fan base took it, whether positive or negative?
Taylor: I brought up Jason Witten and Jason Witten when I was first and my first season was the 2015 season and we are four and 12 and it was bleak on socially. Yeah, it was hard. And I remember one time we were on a seven game losing streak and I think Shannon was like, Hey, just post him social pictures. Like we just need some content. [inaudible]
David: 20 and that's like what Romo's injured at the time. And his backup quarterback.
Taylor: Yeah, it was like Matt Castle. Brandon was like some serious rock bottom on the south south of Matt Castle on Brandon weighted by the way, still on the lake. And I posted a photo of Jason Witten because he was the ultimate like neutral zone with vans. Yeah. And I remember I looked at the comments and one of the comments was like, they do this to trick us to remind us to be happy, but everything is terrible with the cow. Yeah, there you go. And at that same time it was Greg hardy. So you had to be careful about what you, how we were appraising articles with sounding too violent or, no, it was a baptism under fire for sure. For Real.
David: How does that, do you in a situation like that, do you get a note from PR? Does it come from ownership or you need to, there's a situation kind of developing and social now needs to take this approach or be more, you know, kid gloves with the situation.
Taylor: I think there's an easy communication streamline between PR, between sponsorship especially. Um, I will always remember we posted a cover for, and that's sponsored by JC penny and you know, it was a normal post on a Monday afternoon that was just like join cowboys cover for as they discussed the win over, you know, New York giants this past weekend presented by JC penny. The next morning I was looking at it on a Tuesday morning. It had 450 replies and it was because Jerry Jones had made some comments about the president and his position on kneeling and not nailing. So fans were responding to this tweet discussing a completely different topic. And we needed to be very careful because this is including a sponsor that we have a very good relationship with. This is nothing that their piece of content had to do with. Right. So it's kind of just a basic understanding. And then just being, again, transparent with a sponsorship, people ar, PR people or be our PRP and then our own group.
David: What's the, uh, what's a common mistake you see other teams or other brands making on Social Fomo?
Taylor: Fomo. And I dealt with that really big when I first got here, I would come like,
David: let's get out, let's hop on this game of Thrones.
Taylor: Oh, let's do everything. Let's have an Avengers then game movie poster and put our players in it. And I struggled with that majorly when I first got here because just like finding the difference of being a personal account and then being a brand account. Like I was like, oh the cow was, you're jumping on NBA finals talk and the cowboy should do this and we need to be doing more trash truck between teams. And then just slowly realizing like that's not our tone, it's our voice. We may be missing an opportunity here but we can capitalize on another one. And so I see a lot of teams maybe on the, you know, rising level like the jags where we're doing really well for a little bit and then they felt like they had to like force themselves into every conversation and it kind of came into trouble
David: just reaching a little too often. Yeah.
Taylor: Yeah. Just, you know, there are some times when it fits your team and your brand or certain players that are on your team but don't force it.
David: Has there been a time where, I guess that you guys tried some of that you thought maybe it wasn't even reaching, but you really thought, hey, this is a pop culture moment. We really think it's going to resonate with the Dallas fans or cowboy fans. But then it up being like, really they didn't, they didn't like that cause I think that happens all the time where you have to be risky. You have to take those chances. But sounds like you have something in mind there.
Taylor: For our schedule release this year. We went on the limb of Amr videos. That's all right. And we did a SMR video and we even had Jerry Jones involved. Marty Cooper involved Atlanta falcons knocked it out of the ballpark. Falcos I mean their grill was like, yeah. And so we were just like, oh, maybe that wasn't our hit.
David: Yeah. Um, but other than that outline, I'll be obviously that a falcons, they like w then if they use the game of Thrones, we were just talking about this with Ben Hunt from the gym of Broncos. Um, I think they use the game of Thrones. Like
Taylor: the intro. Yeah, they actually went to the game of Thrones designers.
David: I think that's what I hear. That's what the news on the street,
Taylor: they're very smart to do that. And then that's a fun thing. Like we had talked about doing something game of Thrones and we're like, well that might be too oversaturated at that point. But sometimes it's either like if it's good, it's good.
David: Yeah, exactly. And when, when does, I think game of Thrones now officially ends. But there's been moments, I brought this up on an earlier episode like the, you know, the Jordan crying face. I mean in my opinion that lasted a, an additional 18 months than it should have. So like people tend to kill things off when it comes to that stuff too. Yeah, super funny in the beginning, but after a while it's like please stop. Um, where is the undervalued attention right now in your opinion and the social and digital landscape?
Taylor: I think Instagram stories and Instagram live are still pretty undervalued just because it seems like, oh, not everybody is using that, but I'll tell you just from a personal standpoint, I mean, I can post something on Instagram stories and it will have double the views or likes that a post on my actual feed would have. And so I lean towards that sometimes as a way to post content or to put content out there. And I think still one of those where, you know, Instagram, TV, that's going to be a bigger thing. I really do believe that because of the way that they're integrating it into the [inaudible],
David: I'm there. They're juicing that algorithm right now to where if you do use it, you're going to see better organic results.
Taylor: Exactly. Exactly. Now, you know, I would've told you Facebook video a year ago, but now I feel like with that algorithm, your videos might [inaudible]
David: same re I think you probably are, but I mean we're seeing with our clients, they're a hundred times more organic engagement on Instagram than that of Facebook. You're looking at a 0.003% organic engagement rate on Facebook, but has that, has that forced you guys to chains where you put resources because of the lack of organic engagement?
Taylor: Yeah, definitely. I mean, not necessarily looking at the engagement numbers, but just knowing where our fans are and what they want to see. I mean, I don't have the exact numbers off the top of my head, but I know that we put a giant Evanson on putting more videos on our Instagram feed and not just doing, you know, hey, here's a picture from this.
David: Well and I want to, I'll dive into Instagram stories a little bit and I think I probably mentioned it before, but for those listeners out there, I agree with you. I do. Stories is still the most valuable real estate and digital right now because when you open up your app, it's at the very top of your app. And I don't think it, a lot of people understand that. And I thought that was going to be something that they originally would mess with. And that was kind of like the goto thing a year ago. But it's still just such valuable real estate. To your point, even if I follow the cowboys, I have to scroll for 20 seconds to get to a cowboy post. But if I am just Kinda Milo, mindlessly looking at stories, yeah, you'll see it. I mean, and the fact that it automatically plays your next friend or your next brand that you follow his Instagram story, we're seeing the same thing. Are you guys tracking um, completion rate of your stories and like chapter by chapter, is that kind of data you're looking at as well?
Taylor: Um, no, really at this point, it's still just basic impressions. Um, you know, a lot of our analytics are controlled by sponsorships and how we provide content to our sponsors, our partners. And I think it's funny and you know, it's to my betterment of not killing myself right now, but sponsors and partners are still looking for the pretty basic analytics. It's, you know, tell me the video views, tell me the media impressions. Yep. Retweets, likes, those types of things. Whereas, you know, some people who dove a little deeper into these things know that, hey, actually it's dwell time that matters more. You know, it's how many exits did you have? And those types of analytics can actually tell you a little bit more, but we haven't really, you know, looked into it.
David: I came out of the cross, this stat, I think it was on recode, but, um, the top 200 brands in the world see an 80% completion rate of their entire story. So if they have like a, a 15 chapter story, you'll see 80% of people start and then finish. Uh, so if you're tracking over 80%, just a random stat, what you're doing pretty well is we try to look at as well. Um, that being said, how do you, how are you guys measuring success and what are the numbers that you're looking at on a, on a monthly basis at the cowboys, across all your feeds to make sure you're doing it right and when, when to know when to pull those levers or not.
Taylor: I think a big thing for us right now is video views, you know, big, um, recap report that we're trying to get our heads full round is our video views year over year for draft weekend. You know, we didn't have a first round pick this year. So telling the story of like, Hey, even without a first round pick, we were still able to capitalize on those numbers with, you know, our video views, maintaining or even increasing in some aspects because we added more on stories than before. So we're really looking at video views. That's a big one as far as just general reporting page views, um, for our web and app and connected TV are always going to be first and foremost how many people are actually getting to the platforms. You don't have that same measurement on social platforms. That kind of is impressions, you know, what's our reach, what's our average, um, kind of interaction, total interactions on any given posts. That's always important.
David: All right, so you've, you've met some, a little bit about sponsorship and making sure data is to a point where you can present that the sponsorship you mentioned cover for as well sponsored by JC penny. So have you guys had success? I'm guessing a lot of people want to partner with the Dallas cowboys, so when you have these digital assets, yeah. What do you have these digital assets? How much success have you guys seen monetizing on your social media?
Taylor: Yeah, absolutely. I mean, first and foremost, some of the, you know, programs themselves have been really well natively. I know Twitter was a big push this year to have Twitter videos monetize. Youtube does really well with their monetization program. And then working with kind of our own teams on sponsorship and knowing what content does the best for us and then presenting that to them. It's easy for them to work with a sponsor and kind of be that liaison and say, Hey, we have this digital show. If you're looking to reach a more millennial audience, couple ball would be the fit for you. We have a pregame and post game show when stark [inaudible]
David: launched these these franchises first and then get a few under your belt, understand the viewership and then say, hey sales, just so you know, this cover for thing is doing pretty well. It's averaging about this many of you use. Can you try to get a sponsor? Is that usually the course of action?
Taylor: It usually is the course of action, but there have been a few times like I was working with someone this morning just kind of brainstorming with them and they're like, Hey, I'm working with proctor and gamble. They have this many clients or this many brands. They want to do something that's reaching more of the Hispanic audience. What kind of content could we do to create around that? So sometimes, you know, brands will come to us who are already established partners with us, whether they have signage in the stadium or you know, some other part of their contract and say, hey, we want to reach into the digital sphere. What could that look like? Whether it's already attaching to them to something that's pre established or it is creating new content.
David: Love it. You and I, when we, uh, we sat down for lunch a few months ago, we talked a little bit about player strategy and understanding that that's where all the reaches, right? Even Dallas cowboys are great, but you know, you, you put all your players together and look at their, their digital rates. Um, any tools or any strategy that's worked well for you to try to leverage a Jason Way and a Dak Prescott and Amari Cooper type type audience.
Taylor: Yeah. I know in years past there's a lot of communication and almost some frustration of like, how are we going to get this content, the players to amplify through their own channel and making sure that yeah,
David: I may want to share it too. They want to share that dope highlight or that amazing photography.
Taylor: Exactly, exactly. And I think, you know, we've kind of just let it be more organic, which I've seen is been a little bit more successful. We have a team photographer who's created unbelievable relationships. Jeremiah jaws with our players themselves so players know, hey, Jeremiah took this photo. I know that's going straight to the cowboys account. I can just shoot him a text and he can send it to me. Now would we love that every time they pose their tagging in the cowboy's account? Yes. But you also pick and choose, you know, sometimes they'll do it just because they want that as brand association as well. You know, they want it to be, when you press the photo it tags the cowboys. But in other ways, you know, it's just, Hey d I mean them the content or just
David: have you tried to use like a, a green fly or any of these apps that can get content and no, no. So you think it's better just to do one on one when it's needed?
Taylor: That's what we've kind of used as our strategy just because, you know, I think a perfect example, and I'll say this, um, yesterday Jaylen Smith graduated from Notre Dame and I have a good enough relationship with them that I'd seen him around the star elastic and I was like, Hey, I saw you're graduating this weekend, are you actually going to the graduation? And he's like, yes I am. And I was like, well, would you mind sending me a couple photos or videos for us to read an article on our website and put on social media? He's like, absolutely no problem. So yesterday I just shot him a text, hey, congrats, Jaylen, you have any photos or videos? And he just sent it to me that way. So I think it's still pretty one-on-one and not necessarily using any programs just because if I would've gone to jail and I was like, Hey, if you can enter it through this, you know, Dropbox system, he wouldn't have been.
David: Yeah. Historically too with us for with talent and, and your case athletes, it's been pretty difficult to a onboard them but B for them to use that platform. There are some new tools I think like, uh, a socially where it works with text messaging and that, and it could be a link to like photos, which may work better. But I agree. I think those tools make sense in theory, but if they're busy athletes or talent, uh, it's, it's tough for to, to give him the use that stuff. Okay. Um, what's that dude bro? No. Since your time there, what the number one piece of content was or is on social media that you were a part of
Taylor: breakfast club? It was a video. It was a 32nd video we did that included Dez Bryant, Dak Prescott, see Joliet, Cole Beasley, a lot of guys who are on the team anymore. And we just kind of played into the idea, really originated that cold Beasley. A Shannon had the idea that Cole Beasley would always talk about having the sauce and we had a fan who sent Shannon a picture of Cole Beasley's face on like a hot sauce bottle and we were going to something where Cole was like, you know, too much sauce, whatever. Right. It expanded. We fed into more of the like sports center commercial idea of like just being organic to who these people are and it was the Zeke Gif of him eating cereal and that's kind of exploded just because we had the willingness from Z.
David: That's the gift or the I, the whole video.
Taylor: The whole video exploded. It did really well and that was just became a viral thing. Yeah. Yeah.
David: What was the, do you remember the numbers off the top of your head? Like what the video garnered in terms of views?
Taylor: I want to say I had something around 24 million on Facebook. Yeah, it was massive. But that was, that was at the brink of Facebook videos because right around then we had a video with sting who's a professional. The pro wrestler. Yes. Stings. I wasn't. So that's why I explained that. I had no idea. Shannon was like, this guy's really big. I was like kind of a big deal. Yeah. I had no idea. So sting and then we had the mannequin challenge video and though right around that whole same time they were all hitting like 20 million. Wow.
David: And Yeah, same thing with Facebook at that time was juicing that algorithm for the Facebook videos to get more, get more engagement.
Taylor: They were super short too. And that just like fed into that.
David: What's the osseous question first? I think it's related. If you guy, if you had all the budget in the world for the social digital department, uh, what would you do with it and why?
Taylor: I would not do promotion, Po promoted posts, I don't think, I think that works in some instances, but I would say I'm buying as much music rights as possible. And I say that because of the fact is that we've had plenty of ideas where we wanted to do something and it included a song. I'll give you an example and I can say this because it probably will never happen. The Mo Mamba Music video came out last year, right when we were about to go into the playoffs and one of the guys that our team Brendan had a great idea of like recreating that music video with our team. Love the idea. It probably would, would've hit well they were the hot boys. It all seemed really in mine. Not having those music rights hits you. So by had all the money in the world primarily most of it would go to getting music, ride security things where you popping in popular music because people forget. Like I talked to Allie Raman at the Browns who I love and respect. I think she does a great job and she did the office parody and I was like, how'd you get away with using that? She's like, we didn't, we just kinda did it. Yup. And that's, that's
David: a lot of people ask me that question all the time. And even at the bleacher report level, and it may not be that way anymore because they're so, they're getting a lot bigger, but it's a wild, wild west. I mean, yeah. And I think a little bit has to do a parody law as well. I think you can kind of skirt around it, but you're also the Dallas cowboys. Do you have a big target on your back? So if you use a Drake Song Sur, you know, whatever record company he's with, uh,
Taylor: knocks on your door. Oh, we had a great video about four years ago. Shannon had the idea of getting Montell Jordan in here to do it. This is how we do it. Only the stories we had it and it was great, but we didn't have the rights to music, so we were never able to it.
David: Yeah. I think you told me Montell Jordan didn't even have the rights. He signed off on it, but the record company wanted to sign off on it. So you had this video fam that went to the famous digital graveyard, which we all know about. [inaudible]
Taylor: the worst, the worst, like a baby. But yeah, probably that. And then just, you know, unfortunately, and this isn't at all levels, I know this to be true at the professional level. When these guys do something and you want a doc Prescott in your video, or you want a big name player, you have to pay them what yeah. Sometimes seems like, oh, why don't they just see the value in this exposure, but everyone else is doing it. So you have to do it as well, even though you're the team already paying them.
David: What do you mean by that? So if you want to do like a breakfast club type thing that you guys did before, you need to pay separately to get them to do that.
Taylor: So that was a favor. That was like one where it's like, hey, would you be interested in doing this? Yeah, man, I'll do it. But if we came to, let's just say Dak and we wanted to do a post Malone music video where postmoderns talking about Dak Prescott, you know, always in the end zone or whatever, he would probably want money for that, you know, whether it be the team pain him or whether it be a brand pain him, we'd have to figure that out
David: because he's going to spend two hours of his day off to not. Yeah, I mean it makes sense by sounds like there are, you can, hey, we don't have a budget for this. We think it'd be funny. Are you down and at that point you're at the mercy of Sir or no, thanks.
Taylor: Yeah, exactly.
David: Gotcha. All right. Um, that being said, is there, take the budget question out of it. Is there one thing you wish you could do more of at the cowboys, whether it be a constraint or just resources problem or whatever,
Taylor: user generated content? I think that Barstool sports, bleacher report, some of those other brands have done a really, really, really great job of finding user generated content. Whether it be that fans are so in tune to tag them in these posts in there, they're reading it so thoroughly that they can find it and capitalize on it. Um, that's huge. We don't necessarily have that focus because we're producing so much of our own content that we don't have the time to sit here and you know, hey, here's a fan rent. That's hilarious. If we post it
David: high school kid, does the Zeke Elliot feed me after he scores a touchdown like that, that would have resonated with your audience type two.
Taylor: Yeah, but we don't have the resources to be, you know, scrolling through all of that and finding it. There was a great video that a fan had posted from one of the playoff games at at and t stadium of this old dad kind of having like a dance off moment. And if we had seen it right away and been so in tune and we put it out instead of them, it would have done really well.
David: You guys said hire a UGC and turn all they do all days. Just scour the web and build your Evergreen Library.
Taylor: Yes. Do they have those?
David: I think so. Good. And turn to tell him, here's what you do. Here's your job description.
Taylor: That would be the best job I should do that.
David: Um, I'm going to get you out of your bio, some rapid fire questions here towards the end, which we always do. Um, what's the one social or marketing tool that you could not live without
Taylor: Twitter is that count? Tweet deck. [inaudible]
David: tweet deck is actually an answer. We hear a lot, so I'm going to throw it on tweet deck. I agree. The tweet deck just came out with a bunch of new features to where you can
Taylor: yeah. Add the gifts,
David: add the gifts, which is important and schedule more stuff. I like it. Uh, from a business perspective, what social platforms seem to be working the best right now for the Dallas cowboys? Instagram. Easy. That being said, can you rank in order of importance or at least resources dedicated? When you look at Twitter, Facebook, Instagram, snap set, youtube.
Taylor: Snapchat is at the bottom. I can just say that. First and foremost, our IP for life, um, is probably youtube, Facebook, Instagram, Twitter, snapchat. So youtube is number one eat right now. Wow. I think for resources
David: in the off season or just do you think going into this next season it'll be number one as well.
Taylor: Um, I think that we're just producing someone to more video content [inaudible]
David: yeah. And you're getting Google adsense on every single video, which helps, right? With your original content. Yeah. Does it have to be your own like videographers that are employed by the Dallas cowboys in order to turn monetization? I'm just wondering, cause I'm sure the NFL and the partners and the highlights are a little bit different.
Taylor: No, I don't think it necessarily does, but I think to posted it on the channel it does. I don't know, you know, we can't go ahead and post like the NFL is content or even if it's cowboys highlights and monetize that, but we can, you know, post our own highlights even if you have like some different B roll clips.
David: Gotcha, Gotcha. Gotcha. Um, what is your personal guilty of social media follow [inaudible]
Taylor: a Jonathan van ness from queer eye. I love him. All right.
David: Um, you talked about fall more earlier, but industry Fomo I think is a thing we always talk about on this show. Everything moves so quickly. Algorithm changes. You can now use gifs on tweet deck and we just talked about, uh, anything you recommend to stay up to date on the ever changing landscape, whether it's a Twitter account or a newsletter or anything you read,
Taylor: follow Barstool sports. They're usually first and foremost. I feel like I thought you were gonna say like what Fomo I have for other teams cause that would be like, I wish I could be hanging out with Sean McVay a or like I love coach Garrett, but like he's not going to let us do all access type.
David: Yeah. McVeigh's a little younger. He understands the, uh, the social.
Taylor: Yeah. I'm interested to see what cliff cliff Kingsbury does over there in Arizona. Yeah, that'd be
David: interesting. Um, what inspires you and how do you stay on the cutting edge? Um,
Taylor: other boss women. I feel like I'm very female focused. I've shared that with you prior. But, um, I think my sister is a really good asset to me. And that's funny because she's in the music industry and totally separate than me. But she'll tell me like, oh, this is a popular meme right now. And I'll be like, really? I don't even see it.
David: That's funny. Um, yeah, I mean I think at the last team summit, I know that there's another like Twitter summit coming up for football. Um, but yeah, we talked about it with Samantha Wood at the eagles. I think at least 40% of social media managers now in the NFL are females. Yes. I think, uh, like when you first started in 2013, you probably want to believe that. But that's awesome to see.
Taylor: Well, cause it's a hard industry. I mean, I think men just naturally, innately are more programmed to handle the grit and the grind of football. And that's not a knock on women. That's not saying anything they can't do. But it's something to overcome. And I think what inspires me to go back to your question is really seeing other people who are doing it and doing it really well.
David: When does your, I'm guessing it's August, but I'll be talking at least six hours a day, seven days a week during the season. Like is there ever a day off or Trey with the coworker, like hot. I mean, how do you manage your schedule and the season
Taylor: CSUN? It honestly has gotten easier. I'd say back, you know, Poor Dana who's got my job now, she probably feels like she never has, you know, time to come up for air. But as I've gotten into my new role and shifting some of my focus away from content creation and more analytics and reporting, it's actually helped kind of find that work life balance because it is traveling every day. You don't have to travel to every game. Um, I remember the feeling of when I was doing the actual posting, it was like I can never be unplugged. And now I don't feel that I still have a good pulse and beat about all the content we're putting out are [inaudible].
David: What's your point? It sounds like you did that for a couple of years and I think you'll agree with your colleagues in this space. It sounds like you could do that for a solid two to four years and then you just want to end it after four years. Like is this any humans like, alright, I need to be promoted or I need to move on to a different, it just, it's a grind man. I feel for you guys. NFL is three 65 but that's six months season. I mean if your game days on Sundays then of course there's no, there's no balance.
Taylor: So yeah, I mean it just felt like, okay, I'm traveling on Saturday and oh by the way, there was this huge college football moment that now is trending and you gotta do this and this and this. And I just never felt like there was an opportunity to stay ahead now
David: the off day, but then someone gets traded or somebody says something, you have to hop on it. Yeah, yeah.
Taylor: Uh, yeah. It's just like there's not really an off day for us. Cause then I would be, you know, my whole afternoon would be covered for cause that's the daily show.
David: So. All right, well then when you say striking analytics, I want to dive a little more deeper before we end this. Um, are you just constantly looking at all the feeds performance and reporting back to Shannon and telling the team what's working, what's not working or they, they just go to you and say, tell us what to do because you're in the data.
Taylor: Yeah, it's basis. It's such a new role. I mean, really we were trying to figure it out this past year. And um, it was a transition. I mean, for four years I had been constantly posting and doing all the hands on content and then to not be doing that anymore was a transition. But it was a healthy one because we didn't have somebody who they could go to and be like, Hey, what was our top performing piece of content? I'm on your time.
David: He's everyday, you just don't have the time to [inaudible].
Taylor: Well, no, no, you really don't cause you're pushing it out. And so, you know, Poor Dana, she's trying to catch up on what we've posted online. She can't sit there and be like, hey, here's this. But you know, every morning I have my set reports that I'm doing and then, you know,
David: using software wise for that crowd tech,
Taylor: I do use crowdtangle and spread fast. And um, well we have the, you know, uh, Nate reports I get, or not innate, but native reports with Omniture forms
David: zero oh on it. So yeah. Yeah, that's from the NFL. Right.
Taylor: And Ian's Cam is our app.
David: And then what's the Omniture? Just tracking a league. Why which I think some people wouldn't know that they do that. They send that out weekly and they're tracking video views, website hits, engagement rate, fall growth rate, things like that. And Cause I've noticed in the NFL specifically, you guys are definitely competing against each other and saying, why did the Browns, why is their growth rate so much higher than ours? And executives as well, even a Jerry Jones maybe get, get a little competitive about those
Taylor: 1000%. I mean it's all about what you can say that's flashy. Like you know, we've had this growth and this many years or you know, hey we keep, this is our trajectory on Instagram or, yeah, cause it's very easy. I mean Facebook truly has not grown that much since I've been here in five years. And that's just because how many people like pages on Facebook anymore,
David: dad and LCI. You guys almost read reached mass sets or racing at some point with probably on that plot.
Taylor: Yeah, absolutely.
David: Any advice for your fellow Social Sm Sports folks? Hashtag awesome some sports.
Taylor: Yes. I think it goes back to just what we were talking about. And I think my new thing that I keep thinking about is don't take your foot off the gas. And I say that because now that I've gotten into my career a little bit more in five years out of graduation, which is the constant question of where you're going to be in five years. But, um, I think it's, don't take your foot off the gas because I've seen a lot of people come into this industry and they start out hot. You know, they're gun-ho on everything they're doing. They're eager to work. Every event, Miss Every holiday with their family. Sacrifice is nothing. And then as human nature it wears on them and they can't keep that. They can't sustain that lifestyle. And so I think it's figuring out the balance, which no one will ever do, but being comfortable with it. Balance is first and foremost. And then just not keeping, you know, just keeping the focus on what your ultimate goal is and whether that be, hey, I want to be an executive by this age or I want to run social media at the NFL level or those things. That's my best advice.
David: Last, uh, one of the last ones I'll give you too is where do you, from your background and what you're seeing currently, and listen, working in social and looking at data at one of the top sports franchises in the world, uh, where do you see this whole digital social thing going at the team level? Uh, as we look, you and I sit down three or five years from now, where are we? Where are we headed?
Taylor: It's becoming more personal. I mean, they want to know like, we've had this talk many times. It's, hey, I like Dak Prescott, so I like the cowboys or I don't like seek Elliot, so I don't like the cowboys. I think that Jerry Jones is this way, so I don't feel this way about the full team. So it's capitalizing on the personal stars that every brand or organization has. I've seen a really good job with Sarah Blakely at spanx. She's elevated spanx to a new level digitally because of who she is personally. And so I think that as we move forward, you're going to see different brands or organizations moving toward the personal influencers and influencers have taken a shift already in marketing. I mean it's a $4 billion industry, so you look at something like, Hey, the college football playoff, we need to grow. Well, hey bill Hancock, we're going to make him have his own social media or this, this and this. You look here, we're going to do Jerry Jones Q and A's every week. It's gotta be more personal.
David: To that point, do you think there'll be a, there'll be a switch soon where when the cowboys sign that contract with that top a free agent or that rookie that you need to let our team help run your soul soul because that becomes such a vehicle to the fan base in terms of reach?
Taylor: Yeah, I think leveraging others, you know, whether it be the player is leveraging our reach or vice versa. I think that is important. I don't know if it will necessarily ever be where, hey, you come here as a plea takeover because just what they're doing with so many outside, you know, brands and companies that that seems nearly right.
David: I do wonder though, if they're going to write that into the context, much like the Rockin and Kevin Hart, like please believe they have separate contracts like, oh, you want to use my Instagram and my soul soul to pump this movie? You need to pay me separately for that. Maybe for players, they'll, they'll start being, hey, we're going to give you 50 grand extra, whatever.
Taylor: That's really smart. I mean, that's going to be an ownership shift too though, where the ownership sees the value in that, hey doc, if we're going to give you a $30 million a year contract, you're gonna, you know, I may give us an hour with social every month or whatever. Yeah. $50,000 is, you know, this, this and this. $50,000 a month. I don't know. I don't mean that kind of money, so I can rationalize out of it. Right.
David: Dhaka dax agent can can [inaudible].
Taylor: Yeah. Oh Man, no. Say it for him. I've truly can't fathom that type of money. I'm like, well, we can get like $500. And they're like, no, these people make millions.
David: Yeah, exactly. Um, don't get now have DAC pickup the check on the, the direct license ma'am. Oh, hello.
Taylor: Yeah. Can you go talk to post
David: last uh, uh, last, um, can you go talk to post? That might be a quote we use. Um, last question for you. If you can recommend anybody in your network that you think would be a good guest on this show to drop some dollars for the fine folks that listen, anybody that comes to mind that you can maybe hook it up with an intro.
Taylor: Gosh, I know. I'm thinking, I feel like I'm on the spot here. What was interesting in me, he's might already have been on the show and I haven't talked to him since, but have you talked to Dom Lewis who used to be with the Seahawks? No, I have not. So he used to run the Seahawks social media and um, I'd say this is all just from what I'd seen on his social media, but he went to the, um, XF no, not the XFL belt. The AAF. Yeah. Alliance. The Alliance League was the director of their social media and now obviously, so I would be curious to talk to him about how that all transpired and what their vision was with social and digital and why he felt he believed in it so much to leave the Seahawks.
David: A lot of people in our industry, I think you agree with, followed that story pretty closely. And I mean, people were left without paychecks being, you know, saying that's a, I mean, you take even like an agency like myself at STN, we could've potentially signed a deal with them and did all this work and then never got paid. It's a, it makes you double think before maybe you've, you, uh, leave a job for a new venture, which is kind of scary.
Taylor: Yeah, absolutely. That's why I thought of him just because, you know, I've been interested in picking his brain of like how I know that he's a smart guy.
David: They did a really good job too. I mean they, they got some great growth there in the couple months that they and they were on it.
Taylor: Yeah. Yeah. And then just for it to turn out the way that it did. Yeah. Um, I can totally make that intro for you if you need.
David: I got you too. All right Taylor, I'll hit you up on email, but thank you so much for the time. Once again, Taylor's during the content strategy, the Dallas cowboys and we will talk soon.