Fan Engagement Playcalls from Sports’ Social Media QB | with Jeramie McPeek
Brand to Fan Show Ep17
Two of sports’ original voices in social media team up when Jeramie McPeek joins host Lauren Teague to discuss the evolution of sports on social and building fans online. They discuss the importance of authenticity, defining a brand's voice and tone, and measuring fan engagement, with plenty of nostalgia for the “good ol’ days” thrown in.
Episode 17:
Are you ready for some social media? I’ve danced around the topic in several episodes of the Brand to Fan Show, but when a guest like Jeramie McPeek joins the show, we open up the entire playbook. Step aside, Bill Belichick. We’ve got this!
Jeramie is a social media sport OG with three decades of years of experience in digital and social. His longest stint came with the Phoenix Suns, and Jeramie has partnered and worked across NCAA, NBA, WNBA, NFL, XFL, and pro wrestling. He most recently served as the social media quarterback, anchoring the efforts of the Arizona Super Bowl host committee online.
Jeramie takes us through his fascinating journey, explaining how his childhood love for pop culture franchises and properties influenced his fandom and views on storytelling. He highlights the importance of studying client audiences and tone to represent them accurately while noting how social media has transformed fan experiences, making them more knowledgeable and engaged.
The episode delves into the intricacies of social media management in diverse fields, from managing social media for a hospital client to representing athletes and event organizers. Jeramie shares his strategies for monitoring social media, responding to issues on the fly, and determining when to escalate matters to management or HR.
Authenticity is a key theme throughout the episode. Jeramie emphasizes the importance of portraying athletes beyond their skills on the field and peeling back the celebrity to show them as human beings. He also discusses the challenges of creating content that aligns with a client's brand identity and how defining a brand's voice and tone is even more crucial now that we have AI-generating content.
The episode wraps up with our discussion on the changing approaches to promotional posts and evaluating strategies for getting messages out. I shared a few stories from my early PGA TOUR days as the voice of @PGATOUR online while we reflected on how social media has changed over the years.
If you’re interested in the intersection of sports and social media or the evolution of social media strategy from a practitioner’s perspective, this episode is for you!
“I think what really bonds fans to players is feeling like they know who they are as people... It’s telling those authentic stories and peeling back the celebrity and the fame, and putting them on that pedestal because they’re this incredible athlete — but also showing that they’re a human being.”
The Guest: Jeramie McPeek
Jeramie McPeek is a seasoned online content and social media veteran. With a wealth of experience gained from his 24 years at the Phoenix Suns, Jeramie has been the social media quarterback of the Arizona Super Bowl host committee. Jeramie's passion for fandom and storytelling has made him a go-to person for representing clients accurately and engaging with their audience effectively and personally.
He founded Jeramie McPeek Communications, serving clients with strategic consulting, content creation, and speaking.
WHERE TO FIND JERaMIE:
TL;DL (too long; didn’t listen)
My key takeaways from speaking with Jeramie McPeek
Jeramie McPeek has a lifelong passion for Disney, Star Wars, and pro wrestling, highlighting the power of storytelling and authenticity in connecting with fans.
When taking over an account, it's essential to get curious and understand the existing voice and tone of the brand. Reading captions and closely reviewing content allows for effective representation and matching the brand's presence.
The fan experience has evolved significantly in the past 15-20 years, with online platforms broadening the reach and regions of fan bases. Distribution methods have rapidly adapted to reach fans worldwide, even in their pockets.
Fans today are more knowledgeable and engaged than ever, but there is also an increase in negativity and abusive behavior. It's crucial to navigate this delicate balance between a more robust fan culture and potential troubles.
Social media should be seen as a marketing channel, similar to how an NBA game can serve as a marketing channel. However, it's essential to go beyond blatant ad content and create valuable, engaging content that resonates with fans.
Optimizing content is an ongoing process. Constantly refining and improving content ensures its effectiveness in capturing the attention and interest of fans.
In this Episode (Time Stamps):
1:32 - Introducing Jeramie McPeek
3:41 - Insider secrets into Jeramie’s own fandom
6:15 - What fans really need to hear about building affinity for a brand
8:49 - Creating an emotional connection with your audience
10:27 - Becoming an investigative reporter to gain insight into your fans
12:29 - The keys to brand consistency
15:27 - Using AI to bolster your brand’s voice and tone
21:20 - The evolution of social media and fan culture in sports
29:41 - Is social media a marketing channel, or is it so much more?
31:52 - Measuring the success of affinity within the social world
34:22 - Balancing promotional content with building a brand
39:31 - Jeramie’s favorite piece of fanwear
43:26 - TL; DL (too long; didn’t listen) recap by Lauren Teague
What are you a fan of?
"I've been a fan of the same things since I was a kid – Disney, Star Wars, and pro wrestling. These three passions have shaped my love for storytelling and the larger-than-life experiences they offer. From spending countless days in Disney parks to eagerly anticipating every episode of 'The Mandalorian,' these childhood influences still fuel my imagination. In my work in pro wrestling and social media, I strive to create captivating narratives and connect fans with athletes beyond the ring. It's about bringing that magical storytelling and the hero's journey to life, just like the stories that captured my imagination as a kid."
What is your favorite piece of Fanwear you own?
Jeramie:
- "I've got a Phoenix Suns game-worn uniform from 1991 that was worn by Nigel Knight, the backup point guard to Kevin Johnson. It's the old style uniform with really short shorts and a tight jersey, and it has a really cool look."
- "I have a T-shirt that a bootleg T-shirt maker was selling outside the Suns Arena during the 2006 playoffs. It has a picture of Raja Bell clotheslining Kobe Bryant, and I bought it because I wasn't a Kobe Bryant fan at the time, and I loved Raja Bell's grit and hustle."
- "I also have Raja Bell's shoe from that series. After the playoffs, I asked him if he had any shoes or merchandise to spare, and he was so touched by the request that he immediately took off both his shoes, signed them, and gave them to me."
Lauren:
- "Dude, that is an incredible story."
- "And what's really funny is I know that you have some other shoe story, like, you're actually kind of a weird collector of shoes or shoe products because you have one more really cool shoe thing."
Jeramie:
- "Yeah, that's another one. In '96, when Jordan came out of retirement and rejoined the NBA, I was in the Bulls locker room after the game. Before he started talking to the reporters, he took off his Air Jordans, ripped out the Nike insole, and threw it in the trash. I took it out of the trash and kept it, and I still have it today, almost 30 years later."“
Show Credits
Brand to Fan Show is produced by Teague FC and supported by FanWagn
Audio production by Bryan Griggs / Griggs Production
Producers: Kimberly Voorhis, Ashley Ruiz and Carrie Hellbusch
Video Editing by Garrett Teague
AI assistance from Pictory.AI and CastMagic
And I’m your host, Lauren Teague.
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