How a 73 year old organization wins at innovation

The companies that win at innovation and successfully scale emerging technologies are the ones that experiment early and know which signs of growth to look at. The National Basketball Association might be a 73 year old organization, it is definitely this type of company.

Having worked closely with NBA at Twitter, not only were they one of the first sports league globally to fully embrace the power of real time public conversation for their audience engagement, they also understood quickly that it would grow the fandom of each team, allow players to express their personalities off the court, extend the reach of their TV broadcast as well as increase the value of sponsorship for their brand partners.

The NBA as also been an early partner of NextVR. With less than 1% of basketball fans globally ever setting foot in an NBA arena, the league turned to technology for ways to replicate the unique court-side experience.

Here is what I have seen them do over the last 4 years working in partnership with the NBA:

  • The relentless appetite to innovate comes from the top. This helps identify trends early and permission to experiment.
  • Everyone comes to new opportunity with an open mind and is willing to let the partner (in my case Twitter and NextVR) guide the project with their expertise.
    The NBA sets the standards and the direction they are looking for in the partnership and then they get out of the way allowing the experts to do their best job.
  • Once the model works, they scale quickly.
  • Finally, once the program is scaling, collaborative creative thinking brings new idea to constantly evolve new products.

Hear more about the NBA innovation philosophy from Adam Silver the NBA commissioner himself at the AT&T Shape conference which took place on June 23 2019.

Marie Sornin

MEDIAWATCH #8: Mexico in 2016

MediaWatch Mexico

Mexico is one of my favorite countries to visit for work and play.
Here are some key media trends for 2016 to 2020

MediaWatch Mexico
MediaWatch Mexico

Marie Sornin

MEDIAWATCH #6: Singapore in 2015

My Asian tour continues, here is a quick overview of the media landscape in Singapore.

Media landscape Singapore

Download Mediawatch SG the PDF

Marie Sornin

MEDIAWATCH #5: The Philippines in 2015

Mediawatch Philippines

As I continue my journey around Asia, I discovered the Philippines.

I certainly had one of my craziest travel story trying to go to the airport during #APEC2015 summit… I also discovered a really dynamic digital industry. In spit of a relatively low internet penetration (25%-42% depending on the source) advertisers are ready for innovation on digital platforms!

Mediawatch Philippines
Mediawatch Philippines

Download Mediawatch PH PDF

Marie Sornin

MEDIAWATCH #4: China in 2015

Chinese media landscape

It is slightly more difficult to find robust information about the Chinese media landscape than any other country I have researched so far.

Here is an overview of what I have compiled from multiple sources

Chinese media landscape

Download the Mediawatch PDF

Additional read if you want to go deeper:

The State of Chinese Advertising

Social, Digital & Mobile in China 2014

Marie Sornin

MEDIAWATCH #3: Australia in 2015

Mediawatch Australia

For those who are not as familiar wit the local Australian media & digital landscape, here is my  mediawatch infographic.

Mediawatch Australia

Download the Mediawatch Australia PDF

Marie Sornin

How to organically grow your followers on Twitter?

Lion

I committed to volunteering at Kevin Richardson wildlife sanctuary in South Africa.
I have also helped him and his wife Mandy with their digital and social media presence.

They recently asked me for advise about how to organically grow their followers on Twitter.
I thought that the tips I prepared for them, could also be valuable for you.

Here they are.

1- Know who you are talking to:

  • Use Twitter analytics to understand the profile of your organic audience and track your performance over time.
    Go to analytics.twitter.com to activate.
  • Define conversation themes based on your followers traits. You will be more interesting to your reached audience end therefore more users might follow you.

2- Leverage all your marketing material:
Twitter is the best touchpoint to enable your audience to interact with you in real time. Remind them when they see your brand!

  • Your online assets of course:
    • Embed your Twitter timeline into your website:
      This will show your live activity and entice your website visitors to follow you.
      If your website template is not pre built with this feature, click on this link to know how.
    • Same goes for the the follow button:
      Add a follow button to your website and email signature (if you can’t figure this out, just write your @handle with a hyperlink)
    • Try adding call to action to your videos:
      Add a screen at the end of your videos with a call to action to follow you on Twitter (always showing your @handle + a clear call to action).
  • Your offline ones as well:
    • Show your @handle on all your marketing tools: brochures, business cards, leaflets, sales receipts, newsletters T shirts, vehicles, cup cakes,….Wherever people might see your brand when they have their mobile phones handy, add Twitter. Be creative with it, try things out!
      Remember that “Follow us on Twitter” or the Twitter bird is not enough. Be specific, show your @handle: Follow us on Twitter @mariesornin
    • This is also true for speaking engagement/ public appearances:
      Include your @handle in your slides, call out the audience to follow you when you start.
      Get your staff and the conference/ program organizers/ audience to live Tweet the key elements of your speech. Make sure that they mention your @handle and # of the event in their Tweets.

3- Give and Get:

Like in any conversation being engaging is key to making people want to talk to you again.
Twitter works the same way.
When you are engaging to your current followers, they will carry your message out extending your “earned” visibility and consequently bringing you new followers.
There are several ways of doing so on Twitter, here are some important ones:

  • Let people know what to expect from Twitter account: Your photo, bio and URL on your Twitter profile are the 1st thing that people will see. Make it impactful and catchy.
  • Follow people who are important to you. They might follow you back
  • Mention people’s @handle in your tweets, tag them in your photos. They might reply, favorite and RT you (generating a greater earned footprint for your content)
  • Reply to the users mentioning you in a timely manner. They will feel engaged, gratified and will help spread your message to their followers when you need them to!
  • Tweet around the clock: your followers might scattered around the globe (Twitter analytics can tell you that), you must be visible to all of them regularly.
  • Use Twitter native tools: upload your photos on Twitter (links to an Instagram photo will get way less engagement), shoot videos from your mobile, build website cards to Tweet your site pages, try Vines & GIFs.

4- Leverage moments:

  • Insert your tweets in current topics of conversations.Use Search.twitter.com to find the the right #. Use them in your Tweets.

Try these tips and check the impact on your followers growth over time.
Alternate your implementation, don’t do everything at once so you can understand what pushes the needle and focus on these points.

And of course, since I work at Twitter, I couldn’t finish this post without a little push to our promoted products: if all that is working for you and you want to take it one step further, you can also add a Promoted Accounts campaign.

Any other tips that are worth sharing? Comment below!

Marie Sornin for @lionwhispererSA
After all that, if you care that at this current rate Lions might be extinct in 20 years, give Kevin a follow on Twitter: @lionwhispererSA