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RU L E 1

Be the Media

Innovation Allergy: Lack of Skill

Just three years after the Suns “plane incident,” I was standing in a home o ce where a fi fteen-second video tweet launched an unprecedented fi restorm of media activity. The time was 3:01 P.M.

The date was June 1, 2011. By 3:05, the subject of the video was the number one worldwide trending topic on Twitter, a list derived from more than 250 million messages by 250 million users per day. By 3:15, a major media outlet had picked up the video and replayed it during a broadcast in progress. Thousands of other outlets immediately followed suit. The story was global in less than fi fteen minutes, and the swell of interest mounted in the hours and days that followed.

All this from a strategically placed tweet?

You bet.

The video’s author?

NBA superstar Shaquille O’Neal.

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The video’s message?

His retirement announcement after a storied nineteen-year career:

FIGURE 2.1

I’m retiring

While Shaquille’s message was brief, it instantly engaged his 3.9 million Twitter followers and 2.1 million Facebook fans, triggering a ripple e ect that would have been unthinkable just a few months earlier. Beyond the initial 201,255 video views, Shaquille’s Facebook page received more than 620,000 impressions (an impression is an estimate of the number of people a particular piece of content reaches), 4,400 visitor comments, and 30,000 new “likes”in less than one day. In the same time frame, he added more than 60,000 new Twitter followers, and Google searches for his name increased by nearly 1,600 percent.

It would be naive to call this sort of attention normal for anyone using social media. So that’s not the point here. Shaquille is an NBA legend, and his announcement signifi ed the end of an era. Yet it would also be a mistake to dismiss it as an anomaly and conclude that social media is not worth your time.

The mind-boggling statistics of Shaquille’s tweet are ultimately the result of a creative, personalized communication strategy that anyone can use as a template for social media success and much more. The foundation is an understanding of a major shift that has occurred in our media-driven world that established a new rule of innovation.

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SportsBiz with Darren Rovell:

Shaq’s Retirement Gives Big Boost to New Company

FIGURE 2.2

Headlines re retirement

No longer do the broadcasters, advertisers, and PR moguls control the news. In the digital age, you are the media.

If the 2011 revolution in Egypt revealed anything, it showed us that we are hyperconnected people who swarm around what matters most at that moment. What matters can come from anywhere at any moment because the foundation of social media success is not Nielsen ratings. The foundation is mattering in the moments of people’s lives. The more often you matter, the more often people will tune in.

How, then, do you matter?

That’s the key question, whether you’re a celebrity wanting to raise awareness or promote a show, or an entrepreneur wanting to win more business or solicit more feedback.

The answer is simple: to matter, you have to continually deliver something your audience fi nds valuable, even if that value is simply great entertainment. The main di erence today is that you don’t have to fi ght to deliver value during a prime-time slot on a major network. You just have to hit Post, Update, or Send.

How do you know what your audience values?

That’s also simple: use social media to listen, and then continue the dialogue.

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Turning On Your Channel

When I gave my notice with the Suns, Shaquille became my fi rst client. The truth is that when he and I initially set sail into the unchartered waters of social media, we didn’t have a hard and fast plan. We simply had the nerve to try just about anything to discover what worked. Shaquille was just as much a renegade as I was. I didn’t have to talk him into doing anything. He was a gamer even when he didn’t fully understand the game.

While I was still with the Suns, he and I had quietly managed to build his following to approximately 100,000 on the back of his NBA popularity. Still, we knew that his following represented only a fraction of the audience he could have. We also knew his infl uence was limited at best. His followers were largely voyeurs hoping to get glimpses of a superstar’s lifestyle, which may have been a disappointment since Shaquille doesn’t act like a typical superstar. In addition, there were some doubters who thought all the tweets were coming from me, Shaqeteering as his ghost tweeter. We needed to prove it was Shaquille behind it all because if it wasn’t really him, the communication just wasn’t as interesting.

I knew he had this huge persona people had come to know primarily through TV ads, billboards, and legendary dunks. That guy was “Shaq,” and he was a good place to start. But my goal was to help people get to know the Shaquille behind the Shaq.

Shaquille is the big guy who is more than the billboard and backboardbreaking persona. He has clumsy thumbs and changes (a nicer word than loses) phones nearly as much as he changes clothes. He also has zero ability to fake anything and loves more than anything to make people laugh. He was the perfect social media guinea pig.

I sensed that if people could get to know the real Shaquille behind the Shaq persona, we’d have an online brand people could relate to and enjoy. If it could be done, this was our best shot at scaling the Shaq brand.

The big question was how to bottle up his huge personality and bring it down home in the social space. There wasn’t yet a precedent in the sports

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FIGURE 2.3

Shaq and Amy

world, so we relied primarily on intuition and humor, which tend to go over better than a mission statement and a customer pledge.

Shaquille’s fans from Phoenix, Cleveland, and Boston all became accustomed to a social media concept I developed and coined “Random Acts of Shaqness.” Whether we were driving foot tra c to a marketing partner’s store with our“hide and tweet” stunts (where we’d hide something of value and tweet its whereabouts, like the game of hide and seek), increasing awareness about an event, or promoting a new product, Shaquille’s random acts would encourage followers in a particular city to search for hidden prizes on their streets, like autographed jerseys or upcoming event tickets. He would even invite his twitter followers to have lunch with him and give them a personal phone call. The key to its success was a continual stream of deeper engagement matched with a pure intent.

For fans to get each clue from Shaquille, they had to remain by their phones. In the early days, we might have two dozen fans participating. That number quickly rose to the hundreds and then thousands as word spread and

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fans from cities we hadn’t considered began requesting we bring the game there. So we did.

Shaquille once hid an autographed Sports Illustrated at the West Side Market in Cleveland and tweeted its location to more than 2.5 million followers. It took a fan fi ve minutes to fi nd the signed copy and thirty minutes for local media to cover the story.

In another Random Act of Shaqness, Shaquille told a Twitter follower he was going to call her. Disbelieving, she played along and sent her cell number in a direct message (DM). Two minutes later, she received a call. She nearly passed out when she heard Shaquille’s deep voice on the other end. What made this have an impact on a large scale was our ability to hypersyndicate the live video and photos back to Shaquille’s fans and followers in real time. If you were in China, Canada, or Australia, you could keep up with the play-by-play because we repurposed the live content right back to the larger audience of millions, who loved following along.

One of the all-time fan favorites was when Shaquille, who had just days before been traded from Cleveland to Boston, tweeted that he would be heading to Harvard Square in twenty minutes. It was important to him to blend into his new community.

FIGURE 2.4

Shaq at Harvard Square

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He showed up right on time, took a seat on a park bench, and played a statue for nearly an hour while fans posed with him for pictures. The media showed up to cover the stunt, and the crowd swelled so big that the police had to step in. (Yes, he looked pretty much like this the entire time!)

FIGURE 2.5

Shaq in Harvard Square

These were never bait and switches, that is, cheap gimmicks to turn into transactions. They were genuine attempts to humanize the connection between Shaquille and his followers and discover what they really enjoyed. And we did them as often as we could.

When a social media endorsement deal came along, the fi rst-ever for a sports star, we saw it as another opportunity to have some fun while going deeper with fans. The deal was for a health wellness brand, and Shaquille’s role was simply to make his fans aware of the products. Like the renegades we are, we quickly decided to go all out.

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Shaquille tweeted that he was going on the “Shaq-Lyte” diet and asked if any followers wanted to join him. We briefl y mapped out the diet on Facebook, which we developed and endorsed developed and endorsed, and then laid out the lone rule:“If you cheat you have to tweet.”While we found creative ways for him to occasionally weave product promotion into his communication, we made the decision ahead of time to focus on the people, not the products.

Everyone knows diets are fun suckers, so allowing people to follow a seven-foot, 335-pound, malnourished athlete proved to be a smart and incredibly comical strategy. Thousands of fans joined the Shaq-Lyte craze and regularly engaged in conversations about it, primarily because everyone reveled in cheating.

They were not alone.

I don’t recall how long Shaquille stayed on the diet, but su ce it to say it probably wasn’t weeks with an “s.” Before long he caved to his cravings, and to honor the single diet rule, he tweeted a photo of the incriminating evidence.

FIGURE 2.6

Shaq eating ice cream

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Even we didn’t expect the e ect it had.

Fans went berserk. In fact, it resonated so much that to this day, the ice cream tweet is still one of Shaquille’s best all-time performing tweets— receiving more comments and retweets than even those with personal photos of him and LeBron James, Dwyane Wade, or Kobe Bryant.

The overwhelming response echoed a sentiment we’d already shared between us. The Shaq persona was fi ne for traditional marketing, but when it came to the avant-garde marketing of social media, nothing was more valuable to fans—and more viral—than Shaq being Shaquille. In fact, once millions got to know Shaquille, traditional e orts became that much more e ective. He was suddenly more than an untouchable sports icon who only shattered backboards and did funny ads. He was someone people could relate to. He was even someone people could see themselves hanging out with.

His following began to steadily climb, as did other brands’ awareness of Shaquille’s marketing platform. Every week we came up with new and entertaining ways to bridge the virtual and physical worlds and ultimately boost fans one rung higher on the loyalty ladder. It was about this time that I had an epiphany. Social media was developing Shaquille O’Neal’s brand in a way never before possible. Nonsports fans who didn’t know anything about Shaquille, other than the fact that he was super tall, were now big fans of his. People from all over the world followed Shaquille because they were exposed to his personality day in and day out. He reached and recruited a much larger and diverse audience than his TV presence ever could.

As we continued blazing this path, what began as a voyeuristic following soon turned into a deeply devoted following. We knew we’d reached rare air when Oprah’s team called and asked if Shaquille would tweet a response to her fi rst o cial tweet. In a way only Shaquille could, he turned the opportunity into something that would make his followers laugh.

Oprah tweeted her message using full caps, e ectively shouting her fi rst tweet. Shaquille didn’t miss a beat. His fans—and Oprah’s—ate it up.

The exchange made it clear that Shaquille and his followers had established their own communication channel. If Harpo was calling on @THE_REAL_SHAQ to

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