Flip the Switch

131: Developing Personal Brands to Build Bigger Communities w/ Preston McClellan

He’s considered a bit of a social media ‘OG’.  For seven years, Preston guided players on the PGA Tour to create their own brands and communities, an effort that grew the greater PGA audience from 20 million to 60 million followers in 5 years.  Now, as a co-founder of Golf Space Collective, Preston and his team guides golf properties on all things digital. 

This episode hits on why building a personal brand is important, the impact that personal brand has on team and league brands or any business and why human connection is critical to form a community over an audience.  

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2:50     A Social Media OG, @Preston

4:33     Launching Memphis Athletics accounts

6:56     Building a Following on the PGA Tour

9:31     The Incentive to Building Player Brands

13:09   Growing Players’ Social Media Game

16:16   Putting Emphasis on Human Connection and Personal Brands

21:28   Frameworks for Personal Branding – Just Get Started

29:07   Audience vs. Community and Creating Brand Advocates

35:05   Connecting with Younger Fan Bases

38:24   The Netflix Impact & ‘First Swing’

44:38   Showing Human Emotion and Personality


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For more information on the topics covered in this episode:

Netflix “First Swing” trailer

Justin Welsh’s LinkedIn course

Golf Space Collective 

GSC Instagram

To connect with Preston: 

Twitter | LinkedIn | Email 

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Flip the Switch

123: Cultivating Meaningful Conversations Through Social w/ Brooke Sellas

In today’s episode, David Millay and Katie Rudy are joined by Brooke Sellas, Digital Customer Experience Specialist and CEO of B Squared Media.  With more than 15 years of marketing experience and 10 years in social media management, Brooke recently authored a new book, “Conversations That Connect.”  We dive into several tactics and strategies from the book, demonstrating the value of social media listening to connect with, converse with and convert customers. 

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Show Notes

2:52     The CF Community Bar Crawl

7:12      Social Penetration Theory

8:52     Social Cliches

10:40   Getting and Giving Opinions

13:55   Sharing Brand Feelings

18:06   Embracing AI in Marketing

19:13   Demonstrating Brand Values and Personality

29:03  Conversations That Connect

31:07   Digital Customer Journey Flywheel

34:11   Attribution Models

35:31   Social Led Customer Care and Social Media Listening

40:38 Preparing for Primarily Social Media Customer Service

45:10   SEO is not dead

46:36   Acquiring New Customers through Social Listening

50:27   Social Media Manager Role Clarity

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For more information on the topics that we covered today:

Read Conversations That Connect

Check out Brooke’s work at BSquared.Media

Follow Brooke on Twitter or LinkedIn

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Flip the Switch

111: Driving Deeper Engagement Through Digital Activations (Part Two) w/ Nick Lawson

Nick Lawson, Co-Founder and CEO of SQWAD rejoins the podcast to discuss the current state of the digital space, sponsorship activations and fan engagement.  With much to cover, we split this conversation into two episodes.  Listen to the first episode here.

In part two, we jump back into the conversation with David Millay and Nick discussing the problems with sponsorship and the deep dive that SQWAD has done to solve them.  This episode features strategies and tactics to help organizations and sponsors develop successful campaigns that meet the four steps of awareness, engagement, action and retargeting.  

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Show Notes

0:00   Introduction

2:00   The Problems with Sponsorship

6:34   Best Practices in Sponsorship Retargeting

16:02  Cracking YouTube for Views

21:33  Building Fans Through YouTube Highlights

24:36  Engaging Sponsors in NFTs

30:24  Repurposing Stadiums into Digital Playgrounds

34:16  Connecting with Fans Outside of the Stands

37:34  Augmented Reality vs. Virtual Reality

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For more info on the topics covered in this episode:

Nick’s Other Flip the Switch Appearances –
Episode 17: Sponsorship that Engages, Not Distracts

Episode 110: Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson



Episode 27: Merging Physical & Digital Worlds w/ Javier Martinez Garcia

SQWAD | Twitter | LinkedIn

Reimagined Football Challenge

Dunkin’ Coffee Race 

Connect with Nick on Twitter or LinkedIn

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Flip the Switch

110: Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson

Nick Lawson, Co-Founder and CEO of SQWAD, joined David Millay on Flip the Switch on March 1, 2020 to discuss the role of digital activations in sports sponsorship.  Just two weeks after, that episode became a playbook, as sports leagues and teams turned to digital and virtual platforms to engage brands and fans throughout the pandemic.  

Two years later, we invited Nick back to discuss the current state of the digital space, sponsorship activations and fan engagement.  With much to cover, we split this conversation into two episodes.

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Show Notes

0:00   Introduction

4:30   “Reimagine Football” Challenge Win

7:09   SQWAD’s FanTile Activation Tool

14:47 The Context of Sponsorship – Goodwill vs. Efficiency

22:42  In-Venue Promotions and the Overall Fan Experience

28:47  Ads and Sponsorship That Resonates

41:03   Identifying the Sponsors’ Goals


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For more info on the topics covered in this episode:

Nick’s First Appearance – Episode 17: Sponsorship that Engages, Not Distracts 

SQWAD | Twitter | LinkedIn

Reimagined Football Challenge

Dunkin’ Coffee Race 

Connect with Nick on Twitter or LinkedIn

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Flip the Switch

105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn

In this episode, we are joined by Amie Kiehn, Social Leader and Head of Community for Gondola.  During Amie’s time with the Carolina Panthers, she cultivated a brand personality across their social media platforms with a voice known for its wit and snark.  Rather than just focusing on events, Amie and her team connected with fans by listening to the community and experimenting with creative content and comments on other viral posts. 

We cover everything from brand personas, content calendars (or lack thereof), understanding the creative process and “work-life balance.”


Show Notes

3:56       Punking Her Way Into Social Media 

8:31       Humanizing the Panthers’ Social Voice 

13:16    Prioritizing Social Content and Saying No

17:15     What Content Calendar?

19:49     Just Try It!

32:43     Misunderstood Aspects of the Creative World

35:08     Content Creators are Your Brand Ambassadors

40:28     That Elusive “Work-Life Balance”

46:32     Parting Advice: Managing Creatives

For more on info on topics covered in this show:

Carolina Panthers social media (Facebook | Twitter | Instagram | YouTube | TikTok)

Gondola – Show Off the Content You Make

Connect with Amie on Twitter | LinkedIn

Shout out to Neil Larson, Detroit Lions (Twitter | LinkedIn)

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