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Some brands are built for social media, and FIBA 3×3 is certainly one of them. Their Digital Content Manager, Esteban Gonzalez, shares how their community-led strategy transcends borders on the Social Pros podcast.
Creating Relevant Content for a Global Brand
FIBA 3×3 is a sporting discipline that is just perfect for social. But how do they keep their community spirit alive with a global audience?
Esteban Gonzalez favors a rare tactic – opening the organization’s DMs to the public. This allows him to take suggestions, leverage UGC, and foster a “family atmosphere,” as he explains on this episode of Social Pros.
Esteban tells us how his team keeps community front of mind, whether it’s creating regular content or being on-site at events. He shares how FIBA 3×3 adds spontaneity to their content and how they welcome new fans into their community.
Plus, he shares why, if you’re passionate about content, you just need to create it and the opportunities will come.
In This Episode:
- 1:33 – Esteban introduces FIBA 3×3
- 4:20 – How Esteban handles FIBA 3×3’s global audience
- 6:09 – Creating content on the ground
- 7:54 – Keeping track of a content strategy
- 11:51 – Honoring different cultures and languages
- 13:45 – Why 3×3 keep their DMs open
- 16:40 – Appealing to crossover fans
- 21:09 – How Esteban grew from intern to manager
- 25:11 – Encouraging athletes to grow their social presence
- 30:17 – The power of livestreams
- 34:21 – Esteban’s final two
Quotes From This Episode:
We wanted to keep that community aspect that streetball had back in the day. Share on X“With a lot of hard work, dedication, and passion, it’s possible to make it from the streets to the world stage.” @estebglez
“At live events, we have a plan, but we’re always ready to start from zero.” @estebglez
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