The Big Ten Network (@BigTenNetwork) last year embraced a new strategy to increase the amount of content it produced on social media. But rather than producing conference-related content, the network instead chose to tailor it to specific schools. Thus, the creation of the MVPE -- Multiplatform Video Producer/Editor. These freelance positions were embedded at Michigan State, Minnesota and Penn State. After more than 1,000 posts -- roughly 60% focused on Olympic Sports -- BTN Dir of Digital Marketing & Communications Jordan Maleh said the program is expanding for the '18-19 school year with an MVPE at Nebraska, Iowa, Wisconsin and Ohio State. The plan is to eventually make the MVPE a full-time job by Year 3 or 4 of the program. Maleh said the second year of the program is positioned as an “opportunity to drive revenue.” He said, “BTN has an overall relationship with Learfield. We are working closely with Learfield with our respective ad sales team, for a national perspective, and Learfield from a more school-specific sampling.”
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Origin of MVPE position:
We are not just a linear network, but truly a content company. Part of that is needing to invest in and make more school-specific content. From our end, as a network, we sit in an interesting position: Not many consumers of BTN are shouting on social media, “I love BTN and I’m passionate about BTN.” They are passionate about their schools, and clearly BTN is the outlet where they watch the games. From a sharing perspective, the more school-specific content we share, the more engaging it is. As a rights holder, we are clearly trying to maximize our rights and our opportunities on campus.
Why the first three schools:
We chose the three schools as an opportunity to understand the sheer volume of sports each school has and how successful they are across the fall, winter and spring. Each school has been a great partner of ours. We reached out to them understanding that the volume of sports was key here. We not only wanted to focus on the revenue-generating sports, but the Olympic sports as well.
Expanding to seven schools:
The acceptance to the program has been solidified after Year 1. Nebraska, Iowa, Wisconsin and Ohio State are being on-boarded for a number of variables. One, they were part of the initial ask. We’ve identified the Learfield relationship, so which school has their rights being sold by Learfield.
Less content for other schools:
The volume of content pre-MVPE from the school-specific handles was highlight based, focused on Saturdays and carried through the week with Olympic sports. You see an increase in those accounts and higher engagement knowing that we are able to fill the week. The remaining schools that don’t have MVPE, there is a difference in content, but I wouldn’t say it’s noticeable to the consumer. But the consumer will understand the difference once an MVPE gets on campus.
Competing with schools’ production teams:
Our goal is to not step on the toes of the production teams on campus. Our goal is to be additive. That’s why the Olympic sport conversation is key here. We are covering sports at a higher rate that -- simply due to the resources at the school level -- they aren’t able to cover maybe as in-depth as they’d like. We’re not covering the football team in the same manner as the departments. We tell our MVPEs to turn the camera around. What’s taking place in the stands, on the concourse, in the tailgates? We are digital first. Some of the departments are making linear content or all-access pieces for local TV shows, coaches shows, etc. We are trying to get content out day-of at a higher volume than potentially the school is.
How Fox/ESPN TV football rights changed social media planning:
It didn’t matter as much, as we’re not airing the Michigan-Michigan State matchup, but we are having access to those highlights in a quicker fashion. For our end, it didn’t really affect our distribution from a social perspective. We have limited restrictions, but we are able to share that content in real time.
What's next:
We’re getting into leveraging YouTube, more for long form than we’ve done in the past. It used to be a ground where we would just post content without a clear strategy.
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