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How Real-Time Social Media Gets Planned Far in Advance

Authors: Jay Baer Ryan Lauder
Posted Under: Social Pros Podcast
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Hosted By
Jay Baer

Anna Hrach

Convince & Convert
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.


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The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

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Ryan Lauder, Director of Digital Strategy at TaylorMade-adidas Golf Company, joins the Social Pros Podcast this week to discuss the strategy and workflow behind sports social media on a large scale for multiple brands with sponsored athletes.

Social Media on the Golf Course

Having been born in Scotland, growing up down the road from the famous Royal Troon Golf Club, Ryan Lauder has had golf in his blood from a young age. As a +2 handicap golfer with a degree in management and marketing, he counts himself very fortunate to have worked for the TaylorMade-adidas Golf Company (TMaG) since 1998 in various capacities. Now, as the Director of Digital Strategy, “I’m marrying my marketing degree with my passion for golf and my geeking out on digital communication. I’m living the dream, so to speak.”

Plan Ahead to Keep Sane and Handle Real-Time Needs

There are countless pieces to the puzzle that makes up TMaG’s social media content. When it comes to scheduling, TMaG’s content calendar takes into account the PGA Tour, European Tour, some other major tours, TMaG product launch schedules, sponsored players’ schedules, as well as anything golf-specific outside of the championship tours.
TMaG also has to be very conscious of and careful to comply with regulations surrounding content. They work closely with broadcasters, players, event organizers, and other sponsors to make sure their content complements everything else that’s being produced. “We do want to work closely with the PGA Tour to help tell the stories about what’s going on, but we’re also very, very conscious and amenable to the other partners involved.”
To accomplish a successful social media strategy at this scale with so many external pieces to consider, Ryan recommends 3 things:

  1. Do as much internal preparation as possible.
  2. Ask how each piece of content relates to golf media and whether or not it will add value to your audience.
  3. “We also try and keep as close as we can to our legal team. I always recommend that to people. Keep the legal guys on your good side.”

TMaG plans ahead for things like the 2015 Open Championship, which just finished on July 20, by capturing what they can weeks, sometimes even months, ahead. Ryan’s team was there at the end of May scouting the town, the area, the course, photography, and capturing drone footage. “A lot of that was banking it because really, when it comes to the week of the event, it’s pretty crazy. So you need to have all of that content ready, approved, edited, cleaned, and timed to go perfectly.”
Bonus: Sir David Attenborough’s soothing narration on Planet Earth (see below).


Announcing a new Social Pros schedule, starting August 2015: Expect your weekly Social Pros episode on Tuesday mornings instead of Mondays. Thanks for all your ongoing support!

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