Take Your Sports Career To The Next Level | Sports Networker Is The #1 Sports Business Resource Online » Tyler Johnson

Interview with Tyler Johnson

Lewis Howes — Wed, 04 Aug 2010 12:31:35 +0000

Tyler Johnson has written a number of articles for us over the last year including the Top 100 Ways to use Social Media in Sports and the influence of LinkedIn Groups. We wanted to take a deeper look at how Tyler personally uses social media and how it pertains to the sports industry on a daily basis.

1. How did you effectively utilize social media in your work with the White Sox?

While with the White Sox I mostly utilized Twitter and LinkedIn in relation to my work. I changed my signature in my e-mail to direct people to my social media accounts. In less than a year, I noticed some direct sales driven through LinkedIn. However, the most significant value that became of these tools was the rapport I developed with my clients and potential customers.

Once customers could see a quick snap shot of what I was about, a more solid relationship quickly followed. At the same time, using LinkedIn I was able to learn more about what they did, the companies they work for, and the things they enjoyed most outside of their 9 to 5 job.

I also used twitter to send out updates in regards to group outings, discounted ticket opportunities and other general PR material. I let our official MLB Twitter account drive the bulk of our traffic and Twitter brand, as I had other purposes in its use.

2. Do you think certain platforms/tools work best in sports? Does it depend on the user?

I think Facebook and Twitter seem to dominate the landscape for fans and professionals alike. In my opinion, Facebook more quickly generates more measurable interactivity between teams, athletes and/or fans. Twitter though, carries a larger PR value; redirecting people to sites, articles, box scores, etc. It is more complicated to track the fan behavior right off the bat.

I think the user surely drives how teams can best put their messages out there through these platforms. What the fans want is ultimately what the teams will want to provide. As teams and leagues dig a little deeper into the batter’s box, we’ll begin to see even more features that will draw us in and feel part of the team.

Professionally I am still a huge fan of LinkedIn and what it provides.

3. What are your goals or plans for incorporating social media into your work for 2010?

This year I really want to incorporate more interactive mediums. I’d like to upload more video and connect better through photos as well. Both of these can be easily done and increasingly effective in sharing ideas with others. Keep an eye out for some great new interviews and tours to come.

4. Has there been one instance or a particular success story you can share where social media has really helped you out?

Unfortunately at this point I can’t say I’ve closed a million dollar deal due to Twitter or LinkedIn or Facebook, but I’ve have plenty of jolts of success along the way. I would say the rapport and how well I was able to connect with potential customers and clients was the greatest value Social Media served. Locally, it has significantly helped brand me as a professional. In my office, I was the go to guy when a co-worker had a question about their Twitter or LinkedIn account. Just like real networking, the more I put in, the more I got out!

5. Are there any tricks or advice you would share with someone trying to incorporate more new media into their sports team, business or overall brand?

I can’t say I have any magical tricks. My best advice would be to be consistent with the brand message you want out there and express it as genuinely as you can. Keep a careful eye on trends to help get noticed and interact with those whom you enjoy, admire or want your brand associated with.

6. What is your favorite part about working in the sports industry?

My favorite part about working in the sports industry is that my work is my passion and my passion has been my work. I can’t say I really have felt liked I’ve worked a day, since I’ve enjoyed just about every moment. Being able to learn what I have at a young age and the experiences and people I’ve met will forever live on with me longer than any career. It’s what makes working in sports worth it.

It was great to get a chance to talk to Tyler. Take a look at his other posts here.

###

Image by Ed_Welker

About Lewis Howes

Web | Twitter | Facebook | LinkedIn | More Posts (187)

Baseball’s Diamond in the Rough: The Florida Marlins

Lewis Howes — Thu, 21 Jan 2010 13:30:27 +0000

(This is a guest article by Stephen Lombardo)

It is unlikely for the Marlins to make news in January. Usually they handle their in-house business around this time of year. Trying to keep guys like Hanley Ramirez and Josh Johnson are priority number one for this so called small market team. However, this past week, the players union and the Florida Marlins have reached an agreement for this cellar dweller franchise to up their payroll. I guess the one big question can now be asked; did baseball just wake a sleeping giant?

For as far back as we can remember, the Marlins are a draft and trade team built on their pitching and a few scattered all stars in the lineup. Just look at their championship teams. The 1997 team had up and coming stars like Gary Sheffield, Edgar Renteria, Moises Alou and a few others, but they won because of their pitching. With the likes of Kevin Brown, Al Leiter, and Livan Hernandez anchoring their rotation they were obviously good enough to go all the way. The same argument can be made for their 2003 campaign. This team supposedly won by accident. Or did they? Once again they did it with budding stars on the field like Juan Pierre, Derek Lee, Mike Lowell, and Luis Castillo who was there for both titles. Yes they had the leadership of Ivan Rodriguez, but that wasn’t why they won. They won again with a rotation that when healthy went five deep. Josh Beckett, A.J. Burnett, Brad Penny, mid-season call up and phenom Dontrelle Willis, and yes Carl Pavano, were the biggest reasons why the 2003 Marlins won the World Series.

The one consistency with this franchise is their ultimate decision to break up their championship roster a year after they won the title. The riches to rags story of the 1998 Florida Marlins is well chronicled, and the 2004 Marlins just were not the same team that won a title over the vaunted New York Yankees the year before.

The obvious reason why this always happened is whom ever the owner was up to this point never wanted to spend the money to keep the team competitive year after year. Instead they would invest in other parts of the franchise that better interests them. However, if you have watched this team in the recent years, you can see that a new crop of starting pitching and young stars are on the rise in Miami again.

With the recent news that the Marlins are being forced to up scale payroll, what will that mean for the rest of the league? The Marlins have a strong foundation of starting pitching (Josh Johnson, Ricky Nolasco, Anibal Sanchez) to go along with one of the top five players in baseball (Hanley Ramirez), and the reigning Rookie of the Year (Chris Coghlan). Not to mention one of the better power teams this side of the Phillies in the National League. With this forced upgrade in payroll, we would all be wise in assuming that they will nail down some if not all of these players to keep a strong foundation. Furthermore, the players union is now making them a player in free agency. Imagine next year’s Matt Holliday in the lineup with Hanley Ramirez. Sounds scary for the National League because it is scary for the National League. Isn’t this perfect timing with the opening of their new stadium in 2012? I guess we could say that there’s a chance there will be something hotter in Miami than just the weather come Julys in the future.

###

Stephen Lombardo is a recent graduate of St. Johns’ University, with experience working for the Staten Island Yankees. Previous experiences also include working at CBS during the NCAA tournament in 2009 and writing for a fantasy baseball website. To learn more about Stephen connect with him on LinkedIn.

Image by SD Dirk

Image by ohad*

About Lewis Howes

Web | Twitter | Facebook | LinkedIn | More Posts (187)

#ClicheWednesday: Reaching New Goals

Tyler Johnson — Tue, 19 Jan 2010 22:20:50 +0000

It may sound cliché, but I think everyone in the New Year should set out to try a few new things. Hopefully people haven’t already derailed their 2010 plans! One of my former colleagues sent me a tweet last week wanting to promote #ClicheWednesday on twitter that day. It was random, but knowing his use of social media in his job, it was new to me and I thought, hey good for Brian (@GrouponBrianSA).

New Year resolutions are about as common as New Year ’s Day hangovers and football. However, the essence of the motive is a great idea. Typically it is the execution and follow through that turns these resolutions into clichés.

In preparing for a future in sports business I read a good deal of Jon Spoelstra works. If you aren’t familiar, I definitely recommend “Ice to Eskimos and Marketing Outrageously” (forward by @mcuban).

After the 2008 Baseball season I was checking up on Jon’s happenings and came across another book of his. At the time, our department was re-structuring and I was moving into a new role as New Business Development Executive. I found the book to set a good theme. It was titled “Success Is Just One Wish Away : Make One Wish and Your Life Suddenly Changes. but Make Sure It’s the Right One”.

Spoelstra helps set a plan of action to accomplishing your goals. He draws the focus to the short term in a way that makes achievement increasingly possible. Recently on a call with Bill Guertin, the @800poundgorilla, he shared some great advice that paralleled Jon’s plan of action. Bill told me that “whatever you do each and every day (good or bad) will lead you to the path you are on…”

In 2010 don’t have your goals or resolutions become a cliché. Make a plan of execution, and do the little things each and every day needed to reach your objectives. I still have my three goals I jotted down in the fall of 2008. Those goals have now become daily or weekly habits in my routine. As you move thorough 2010, find ways to improve your skill sets, daily activities and seek out success. You’ll find if you work hard, the tasks you need to accomplish your goals will blend into your natural routine. Once this happens, add new short term goals and you will find like Jon says, your Success can be just one wish away.

About Tyler Johnson

Tyler Johnson is an innovative thinker inspired by the likes of Bill Veeck, Jon Spoelstra, Pat Williams & Brooks Boyer. Currently working for Kroenke Sports & Entertainment as a Group Sales Account Executive for the Denver Nuggets. Prior he worked as the New Business Development Executive with the Chicago White Sox. Tyler has also worked directly with the inventor and creator of Arena football and also for Mike Ditka’s former Chicago AFL franchise. As a former collegiate athlete and business sensed individual Tyler ventured to combine his passions to get into the business side of sports.

Twitter | More Posts (16)

Create a Presence: The Influence of LinkedIn Groups

Tyler Johnson — Thu, 17 Dec 2009 14:00:00 +0000

Last May I was kicking back with Lewis Howes at a Chicago Cubs game, not knowing in two weeks time I would be doing the same thing with another colleague, Jude LaRose. Still digesting the LinkedIn knowledge Lewis dropped on me, Jude and I ended up not paying much attention to the play on the field and instead spent most of the time hatching a plan.

In working with LinkedIn, I have started to see the value in being a part of different groups and organizations that can benefit my career. With a desire to become more actively involved, we decided to start a group in Chicago for sports professionals working in the area.

The following day we launched the Chicago Sports Business Professionals group on LinkedIn, inviting all local connections we had within the industry. The group quickly began to grow, and we decided to supplement the online networking with live events. The next step involved asking one of our good friends and colleagues (and networking guru), Lindsey Nealis, to help us with our new venture.

Since Lindsey’s arrival we have hosted three controlled events, each with around 40-60 guests. With each event, the group has grown and word has spread further. After six months and three events, the LinkedIn group has more than 300 members. The members all work in the Chicagoland sports industry – representing front office employees from every Chicagoland professional and minor league sports team, Northwestern University, various sports law firms, sponsorship agencies, and local media.

The connections and relationships formed have been great. As Mr. Howes mentioned in his book, “It isn’t who you know, but who knows you.” I would reason one could take it a step further and add, “How do they know you?” I have found many great resources within our group and believe the others involved share in the sentiment.

“We are excited to provide a group for sports industry professionals to share ideas and best practices, trade resources, and form lasting relationships,” said Lindsey.

A former Chicago colleague Mark Washo, who now resides in Washington D.C. has recently kick started a similar spin-off group in D.C. Follow Mark on Twitter @Breakintosports. If you are in the area, reach out to him!

Lindsey, Jude and I look forward to an exciting 2010 as we continue to meet new people and build relationships with those in the town we call home – Chicago.

* Jude LaRose is currently a Senior Account Executive with the AHL’s Chicago Wolves. Prior to working with the Wolves, Jude was with the Chicago Rush of the AFL where he holds the record for most new season tickets sold in the franchise’s history, was a three-time Discover Card Arena Football League Salesperson of the Month, and recognized as the number two account executive in the AFL in sales for the 2007-2008 season. You can follow Jude on Twitter @judelarose or Link Up on LinkedIN

____________

* Lindsey Nealis has been with the Chicago White Sox for 4 years, and is currently the Coordinator of Client Services and Group & Party Area Sales. Prior to working with the Sox, Lindsey attended Indiana University Alum where she played Division I Field Hockey. You can follow Lindsey on Twitter @lindseynealis or Link up on LinkedIN

###

Image by Bari D

About Tyler Johnson

Twitter | More Posts (16)

Reach out in New and Creative Ways for Ticket Sales

Tyler Johnson — Wed, 09 Dec 2009 07:23:38 +0000

I always take the opportunity to reach out to a customer and show off a brand I represent. I won’t lie, I had a college professor that pounded this into my head for a semester. Working in ticket sales a few years later, I searched for ways to capitalize on this point.

In today’s ticket selling environment some of the most frequent “reaching” out to customers is often through an e-mail blast or annual phone call of some sort. These customers receive the same treatment from companies across all industries, not just ticket sales people. I search for new ways to build rapport and trust with current and hopefully future customers. I’m trying to differentiate myself along with the brand I represent!

Maybe it’s the season, but one of my favorite activities is sending out our Holiday cards. Year round I still love (almost as much as the customer does receiving them) sending hand written notes. It’s rare to receive something personal from a company just to say hello. I continue to come across people that I may not remember sending a card or a few ticket vouchers, but they always remember me. Some return as customers, others refer their friends while some just acknowledge a well done hello from their favorite team. I’ve even been called out as the “White Sox Networking guy!” at the bar. Either way when I call, they feel my purpose is not simply to “sell them” but to find out what I can do for them. They know I’ll be there whether they buy what I have to offer or not, and as a serious fan they don’t wander too far off.

As the online world continues to grow, I’ve found ways to let my customers know they’re not just on my radar come payment time in the digital world. The social media window of opportunity has come! Adding this new avenue in reaching out to customers or leads that way has gone a long way for me. Whether it’s Twitter, Facebook or LinkedIn it is more personal than an e-mail blast. Even better, those pages provide great information that help build rapport and provide even more information about the person whom I’m trying to sell. I myself have my Twitter and LinkedIn links in my company signature. It excites me when I see a new Sox fan or customer following me because the window of opportunity just opened a little further.

The referral factor gets multiplied with the use of social media. The more people who know where to find me and look for the answers to their White Sox related questions, the better. Utilizing this area over the past year has allowed the quality and quantity of my leads to rise.

Finding the right mix is always crucial and depends on the customer, as they are each different and unique in their own way. Seek to find ways that people will remember you and reach out to them with a few marketing touch points.

I’d love to hear any ideas others have or have used themselves!

###

Image by The Truth About…

Image by Bari D

About Tyler Johnson

Twitter | More Posts (16)

Using LinkedIn for Sports

Tyler Johnson — Tue, 08 Sep 2009 11:39:51 +0000

When I first signed up for a LinkedIn account, I’ll be honest, I was not really sure why or what I’d be doing with it. Initially I saw the value in connecting with others in my industry and experimented with the tools that were there.

I began to meet a lot of interesting people via discussions in groups relating to my industry. I eventually stumbled upon Lewis Howes and a group called The Sports Industry Network. Still curious to how I could use this tool to help myself professionally and my current position, I thought Lewis might have some useful tips. Then I saw the guy wrote a book on the topic…

Lewis and I met up for a Cubs game (full disclosure, the White Sox were out of town) and enjoyed a day of baseball and conversation about what some of this LinkedIn stuff was all about. I think around that first weekend in May, I had around 140 connections. Most of them people in my inner circle or current and former colleagues.

After a few innings with Lewis and reading his book, I started to see it working.

Fast forward to the first week in September and I now have over 525 connections. Now, most people may think that these are just contacts I’m linked with and don’t interact with. Not true. The key to getting the most out of any connection on LinkedIn is relating it to real life networking situations. Most of the people I’ve made connections with have commented on my work, interacted with me via discussions, met me in person or found things that may be mutually beneficial to the both of us. Some even found me from Twitter, another great Networking resource if you know how to use it correctly!

In setting up a local group or two of my own, I was able to empower those features on LinkedIn. As my Network grew and expanded from participating in groups. I then got to a point where I could really see the massive value in LinkedIn.

Using LinkedIn & Facebook events I was able to generate over $10,000 in incremental revenue, while creating new personal relationships with those customers. My contacts have also provided over $5,000 in additional group ticket revenue as well. Personal benefits also found me, including sports tickets, free concert tickets, Broadway plays and relative job opportunities (for the record, very happy with my position for the Sox, working for some of the best guys in the sports business world, see last article).

While continuing to develop my network, I also realized the importance and value that LinkedIn can provide anyone looking to sell group tickets to any sporting event. LinkedIn groups provides ample opportunities to get your group sales pitch out there. There are loads and loads of groups out there to help with your Law Night, Teachers Night, Alumni Nights, Heritage Nights and more. Being a part of these groups is the first step, establishing a relationship with those groups’ leader(s) will help get your message across or whatever it is you are hoping to accomplish.

In the end, the message is simple and as Lewis states, “It’s not who you know, but who knows you.” Being active on LinkedIn has helped people find me and that in turn became business or will become business for my company. All salespeople need a stable of tools in their arsenal. LinkedIn is one of the best ones out there, it’s free and everyone in sports business world should take advantage.

###

Photo Credit: LinkedIn

About Tyler Johnson

Twitter | More Posts (16)

Added Value vs. Perceived Value

Tyler Johnson — Mon, 03 Aug 2009 11:53:10 +0000

In the economic times of 2009 everyone is trying to define and produce value. Like most marketing buzzwords, value can be a very ambiguous concept.

When fans look to spend their discretionary income to take in a ballgame, they base their purchasing decision on the emotions that the product of sports provides. The emotional aspect in purchasing the experience can at make fans even more discretionary.

Fans are seeking the best deals to see their favorite teams and teams are consistently trying to add value to the fan experience. Fans want deals, but buy value. However, while teams often sell by adding value, fans buy based on their perceived value. ESPN’s recent Ultimate Standings survey encompasses eight categories that relate to the fan’s perception of value. The objective of the survey being to measure nationally how well teams turn fan dollars into wins.

There is a paradox in this measurement. First, the poll was created based on what fans want, not what they consume. Second, it was only 50,000 plus responses, while by July 6^th over 16.1 million fans had already consumed an American League baseball game in 2009. For comparing 122 teams business operations across 4 leagues, dozens of markets, and two countries it’s very functional. It does much less for helping the 122 teams in their markets with their fans. As I mentioned, their survey was created based on what fans want, not what they buy. Most products, tangible or intangible, the margin of what consumers want and what they buy is to great to successfully market on that information alone (for a great book on what consumers want vs. what they buy, pick up Buy-ology by Martin Lindstrom).

With the diverse market segments from which these teams reside, the margin in their fans perception can be just as diverse. To help close this marginally gap, teams rely on their sales staffs to reduce that margin in perception and boost attendance.

In seeking long term success in these markets it is best to concentrate on the local perceived value than what the teams are doing nationally. Doing so can only help narrow the margin in both the value being added and the value being perceived, translating into sales and hopefully championships.

I’ve always worked under the philosophy that there are no problems, only opportunities. I couldn’t think of a better mantra for the economic times of 2009. Teams this year are being provided with more opportunities, which typically and initially disguise themselves as problems. It is in these opportunities that teams can learn to better understand our fans’ perceptions. If we can continue to reduce the marginal difference between the perceived value and the value being added, teams will be the reality and the fans will be closer to the game!

Photo Credits: Convention Fans

About Tyler Johnson

Twitter | More Posts (16)

Ticket Sales and Social Media: MLB Dilemma

Lewis Howes — Wed, 13 May 2009 15:05:08 +0000

Ticket Sales are tough to come by these days due to the economy and other excuses people seem to come up with. I was lucky enough to attend a Cubs game with Tyler Johnson (who happens work for the White Sox, but the team was out of town that weekend we watched the Cubs).

Tyler talked to me about the challenges he faces trying to integrate social media with the Sox, due to the stipulations MLB.com has on all of the teams. Watch this brief video below to hear his thoughts, feel free to add your own in the comments section, and tweet about this video on Twitter.

About Lewis Howes

Web | Twitter | Facebook | LinkedIn | More Posts (187)