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Social Studies: Univ. Of Oregon's Craig Pintens On Uniform Reveals

Univ. of Oregon Senior Associate AD/Marketing & PR Craig Pintens (@GoDucks) is in his eighth year at UO and oversees its social and digital media efforts. He focuses on the broader picture while Assistant AD/Marketing & Sales John Brewer and Multimedia Integration Dir Brandon Barca handle the day-to-day efforts. Pintens said of them, “They are the primary people for the success we’ve had.” Pintens said of developing content, “What we’ve been able to do is cobble it together and make it an emphasis with everybody on the marketing and communications side of our athletic department. At various times and in various forms, we’ve relied on the talents of the great students we have here and having them create content for us. It’s a team effort. We are pulling people in from our video staff and somebody who is a master of all trades, (Creative Services Multimedia Coordinator) David Georgieff. We pull in from everyone and anyone who is willing to contribute."

SOCIAL SNAPSHOT
Must-follows: @EDSBS. I think he is hilarious.  
Favorite app: Twitter -- probably the one I use the most.  
Average time per day on social media: Depends if I’m in the office. I always have Tweetdeck open. I would say in-depth, an hour or less. 

Various uses of the school's social media:
We’ve used Instagram Stories to do some mini movies, especially with uniform reveals. For Twitter, we have really focused on video and motion graphics. High quality content -- less is more. We are only looking at big moments that happen. We look at it not as a news; it’s more of a brand feed. We are trying to show off the cool factor of the Oregon brand. On Facebook we use a lot of video. We’ve shifted to a lot of mid-length videos and we use as much live content as possible. We have a daily show on Facebook that we run for an hour every day.

Performance of Nike-related posts:
Uniforms and Marcus Mariotta posts do extremely well. From a simple standpoint, one of the things for a small stretch, we were dialed in on analytics and taking a look at what was happening. You can get paralysis by analysis by doing that. It’s a lot simpler than that. Big moments also do well.

Influence of feedback from students, recruits:
A lot of that is anecdotal, so you have to take it with a grain of salt. It has made an impact on student-athletes and potential recruiting; we’re recruiting for the University of Oregon overall. The gauge for that is asking my kids, when they see something cool to bring it to my attention that maybe we’ve done. Maybe that’s anecdotal, but it’s more wide-based than that. It’s more than just recruiting for specific sports because of all our followers, what percentage are really recruitable Division I athletes? It’s pretty minuscule. With that being said, all of that leads to branding.

Working with TrackTown USA:
It is a separate entity. Certainly, we work with them because we have a close relationship with them. We do try to do a lot on our track account because it’s a popular sport here.

Not forcing connection on major events:
We’re looking at the Oregon connection to that. For example, when the Winter Olympics started, we put out a short video wishing Team USA luck using a lot of our Olympians and coaches who have been affiliated with Team USA. When there is a major event, we are going to look at what that means to the University of Oregon and how there is an Oregon tie-in. That’s who we are, that’s our brand. We don’t focus on feeling the FOMO. That’s not our deal. Everybody else is talking about that, we don’t need to be the white noise that everybody else is unless we have some kind of tie-in to it.

 

Exclusive Air Jordan XIII for @OregonMBB. Come to Oregon. #GoDucks

A post shared by Oregon Ducks (@goducks) on

 

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