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Midnight Oil’s Jack Appleby on Digital Lessons From His Extensive Career

Jack Appleby joins the Social on the Sidelines crew to chat about lessons in digital media from a productive career to date with several renowned agencies.

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From video games to hit television shows to Beats By Dre, Jack Appleby has created and executed digital campaigns for some of the biggest brands in entertainment. A manager of bands in his younger days, Appleby moved into the digital and social world shortly after his college graduation.

Appleby spent over five years with Ayzenberg Group before moving on to Laundry Service and then Petrol Advertising before shifting to his current job at the end of 2018. In that time, Appleby led the content and social engagement strategy for the sitcom “Community”, video games like “Injustice: Gods Among Us” and “Minecraft”, and worked on activations brands like GameStop and Nexon. Through it all, Appleby has prided himself on pushing the envelope and being willing to try new things in as digital pro.

Currently the Director of Creative Strategy at Midnight Oil, Appleby chats about his observations on the current digital landscape and gaining experience within the agency space. Plus, the group compares the differences and similarities of working within sports versus other entertainment properties.

Edited highlights appear below:

On spending a significant portion of his career within video games (15:50)

“Gaming clients really understand the need for content and to reach existing communities outside communities and use paid media budgets to create content for potential fans. It’s funny, the year or two I spent outside of gaming, I came sprinting back because I was having to justify my content budgets elsewhere. Whereas in gaming it’s like no, this is the most important thing. What are we going to make to promote this thing? So we’ve got to do some really fun, crazy stuff. ”

Advice for managing social teams (27:10)

“It’s hard to remember sometimes that this social media is still in its infancy. We’re what, a decade into paid social media budgets? … My thing is just always be very open to experimentation. Something I’ve preached with every team I’ve worked with is we’ve got to be willing to try stuff. We have to be willing to mess up. Not on a drastic scale, but if we’re not willing to experiment, we’re going to get stuck in a rut and we’re going to do very safe stuff that at some point will stop moving the needle.”

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On measuring success in social and digital (34:08)

“At the end of the day there’s going to be some mixture of engagement followers even though it’s kind of not great to think that way…In gaming, one of the key metrics is preorders how many people are buying the game before it even comes out. It honestly becomes a mixture of things throughout every campaign… I’ve also worked on campaigns where it was really just about awareness, um, which can mean a lot of things…We want to align very clearly with our client’s business plans. We want to get our clients promoted because we’re helping them accomplish their boss’ business goals.”

Advice for people looking to get into the industry (39:38)

“Do as much as you can on your own outside before you get the job. One of the unfair realities of a lot of social media jobs is they expect you to have years of experience for entry-level positions. I have seen social media internships that expect experience, which is insanely frustrating. But it is a reality. If you want to get into the space, you need to be fairly educated before you even start. The good news is there’s a lot of really wonderful ways to do that. To not use Twitter to both build connections and to learn, you’re just missing out on like just completely like free career growth in many ways.”

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NBA Reporter Seerat Sohi on Building a Career as a Journalist

An NBA Reporter at Yahoo, Seerat Sohi joins Social on the Sidelines to discuss her journey into NBA content, her start in sports, and more.

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As another NBA season comes to a close, the social and digital content surrounding the league has once again been among the best in sports. Someone creating such content is NBA writer Seerat Sohi

A graduate of the University of Alberta, Sohi is currently an NBA reporter for Yahoo Sports based in Toronto. She has covered the league for the last seven years with pieces published by outlets like SB Nation, The Athletic, ESPN, and more.

Sohi joins Shabaz Khan and Amara Baptist to discuss getting started as a journalist/content creator, covering teams on deep playoff runs, and more.

Edited highlights appear below:

On her first steps toward a career in sports (14:27)

Sohi: “When I was 17, I was sitting in the library at my school after getting a particularly bad grade and realizing that I can no longer rest on my laurels. It was my first year of university and I thought maybe trying to go to business school and becoming a lawyer might not be the best path for me or that feasible…I started actually just scrolling down the majors lists … and journalism popped up and it kind of just clicked….that was never really something that I had considered up until that moment. So it kind of clicked with something somebody else had said to me before about how I was posting too much on forums and posting like tirades basically against the [Chicago] Bulls. I was a Bulls fan at the time and they were frustrating. So then I decided to just take all of my thoughts onto a blog and it was right around the time that NBA Twitter was sort of coming into the mainstream… it was around the time that team blogs, like SB Nation and ESPN True Hoop were starting to blow up. So I just kept writing and talking to people and just trying to improve and eventually landed …with True Hoop blogs. And from there it’s like anything where you slowly go up the ladder and then you meet more and more talented people and you’re like ‘how could I be a little bit more like them?'”

On being a woman in a mostly male career field (26:25)

Sohi: “I think the number one thing I’d say is that there are just so many women who came before me who made this so much easier than it could have been. I think now when I look at the Raptors’ locker room, I always see like two or three other women in there with you pretty much no matter what time of year. I think that alone made a huge difference for me. I think that if I hadn’t had that, I probably would have been feeling like people were watching me, making me feel self-conscious, something which is still something that I think sometimes. And that’s probably one of the bigger challenges is just getting to a place where you feel like you belong so you can actually just go do your job instead of worrying about what other people are thinking about you doing your job.”

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On how covering the Raptors has changed in the midst of their postseason run (32:13)

Sohi: “Day to day, not too much changed up until probably the Eastern Conference Finals. Before that it was like, okay, you’re covering this pretty promising team. So obviously the Kawhi Leonard trade changes some things and the element that he’s a “rental” there’s a little bit more pressure… I’d say around mid-May was when things really started changing and ramping up. It was like, ‘oh this run is really something special.’ We’re in the midst of it right now. It’s been one of the coolest things that I’ve ever been a part of, to be honest.”

SEE MORE: Twitter’s Will Exline on the Platform’s Evolving Place Within Sports

Advice for people trying to break into a career in sports (38:54)

Sohi: “I think the core thing of it all, especially with content creation now, is just try to be yourself, especially with the amount of noise that’s on Twitter. Whether it’s people saying that you should write a certain way or ‘why aren’t you writing about this’? or ‘why aren’t you paying enough attention to this?’ especially if you’re trying to grow as a writer. I always think about this now as somebody who got into Twitter at a time when it was a much friendlier place. Just try to shut everything out and do your best and gravitate towards the things that you like and have the confidence to follow your curiosity because there’s so much out there that if you aren’t going to a place only you can know, you’re not really going to be able to survive.”

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Emmy-Winning Videographer Ty Rogers on Freelancing and Staying Curious

A strong sense of curiosity has led Ty Rodgers to work with some of the biggest names in sports like Michigan football, Duke basketball and Cam Newton.

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One of the biggest parts of any team or brand’s digital presence remains video content. Popular teams the likes of Duke basketball, Michigan football, and Indiana basketball have trusted their video content to Ty Rogers.

Rogers is an Emmy Award-winning content creator and former graphic designer who largely taught himself the skills needed to create high-quality video content.

Now pursuing a career as a full-time freelance content creator, Rogers joins the pod to discuss how he honed his craft, his experience building strong relationships with high profile athletes, and much more

SEE MORE: Twitter’s Will Exline on the Platform’s Evolving Place Within Sports

Edited Highlights Appear Below:

On building relationships with athletes (19:00)

Rogers: “Being able to build a friendship or relationship with student-athletes or even the professional athletes, when they feel more comfortable when you’re around them, they’re more likely to give you better content…If they feel comfortable with you around them and they have that trust feeling knowing that you’re going to shine a good light on them and not make them look bad…I think that can only help. Building that relationship and not just holding a camera and filming them or photographing them, but getting to know them as people…because it helps you tell a better story when you get to know that individual and what they’re about.”

On being mostly self-taught (21:24)

Rogers: “I think the one thing that I have always had, and I know a lot of other people do as well, [is a strong curiosity]…I didn’t go to school for this.
This was all self-taught… a lot of YouTube tutorials…late at night at home,  I would learn something…There’s a lot of knowledge out there. If you spend the time and know what to search for and follow the right people, you can really learn a lot…I owe everything to youtube that I’ve learned. Obviously, there are people along the way, other photographers or video guys that I’ve picked up knowledge from. But how I grew is the more I could learn in my free time and downtime has helped me continue to grow and get better.”

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On reasons for and what it is like turning freelancing into a full-time job (28:27)

Rogers: “One was the opportunity just to work with Cam [Newton]. Going back a year now, I didn’t really do freelance much on the side and it was strictly full-time Michigan football. But when I got that opportunity, it opened my eyes a little bit to make not only more income, which everybody would like, but the opportunity to grow and continue to improve and network and build relationships… Being able to take on multiple different projects I think is what I’m looking forward to the most  being able to work for some really cool brands here in the coming weeks and hit the ground running here soon.”

SEE MORE: Midnight Oil’s Jack Appleby on Digital Lessons From His Extensive Career

Advice for aspiring content creators (33:48)

Rogers: “Be proactive and have a curiosity to want to, um, continue to not only learn, but improve and be willing to not get stuck in one way…When you find your niche, that’s cool, but you want to continue to learn. When you do that, you can only get better….Try to just have him that curiosity and be proactive to go and create content. You don’t always have to be filming the NBA Championship or Superbowl to like create good content…You got to continue to create and do that stuff and promote yourself in the right way. It’s why social media, I would say, is important.”

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Twitter’s Will Exline on the Platform’s Evolving Place Within Sports

Twitter’s Will Exline joins the pod to discuss his favorite team accounts on Twitter, areas of improvement for sports commentary on the platform and more.

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Due to the real-time nature of the platform, Twitter continues to be a major part of the sports landscape more than a decade after its launch. By working teams and brands all over the industry, Will Exline has been a driving force behind Twitter’s constant presence in the sports and digital world.

A graduate of Long Beach State and the University of San Francisco, Exline spent nearly a decade in sports working with a variety of teams and brands including Fox Sports, Top Drawer Soccer and Advanced Soccer Media prior to joining Twitter in 2016.

Now Sports Partnerships Manager at Twitter, Exline joins the pod to discuss his favorite team accounts on Twitter, areas of improvement for sports commentary on the platform and much more.

Edited highlights appear below:

On his career stops prior to Twitter, including with Fox Sports and Advanced Soccer Media (11:51)

“Throughout your career it’s important to take little pieces, or even big pieces, of every stop you go through. Going all the way back to when I was with the startup, you need to be flexible and willing to take on pretty much anything that comes across, like not being too big for any one job or one task. That’s something that I still try to hold onto today. With Fox Sports, being that big of a company, it can be pretty difficult to get ideas past the higher-ups or get approval. So you really need to be good about selling your ideas and really push what you believe in, which is gonna help you for any role down the road.”

SEE MORE: Midnight Oil’s Jack Appleby on Digital Lessons From His Extensive Career

On best practices for utilizing Twitter from a team perspective (13:18)

“Twitter is very much live… the magic of it is the real-time nature. So as you’re watching a game or an event unfold or even something like NBA Drafts, just being able to fall in real time to see both concept from the teams — but then everything they pull in from the reporters — that’s kind of the sweet spot of it. For teams that do really well, I think it’s a combination of having short impactful content, really eye-catching images or videos and… being conversational. Not necessarily like full-on snark all the time… but just being able to speak in the language of the Internet, I guess, where it’s not just a RSS feed or a play by play of the game.

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On observing Twitter’s evolution over the years (22:41)

“It’s funny, when I first joined the platform, I followed a bunch of athletes. But one of my teachers a couple of months later said you need to follow sports business personalities and the writers. And that was kind of like a light bulb. It’s almost like your personal newspaper. That was kind of Phase One and then it evolved as more folks got on there into almost like a networking [tool].

There were a lot of Twitter chats and [I] met a lot of people through there and some I’m still in touch with today… From there, I think when you started seeing media forward or auto-expanded images, I think that was the next step. Like, okay, now this is becoming a rich media platform and then video on the platform. And then a few years ago when live started to kick in. So it has really evolved from just kind of an RSS feed-fashion and now it’s really like a conversational place for teams and for folks in the sports world beyond just like getting content out there.”

SEE MORE: Annie Finberg of The Atlanta Hawks on Growing As A Digital Pro

Why he loves working at Twitter and how it helped him the sports industry differently (29:24)

“Coming out of school, the very first idea was I need to work for a team. [I thought] I have to get in the front office  That’s the only route into sports. Then, obviously, over time your eyes start to open and see there are different paths that could be everything from working for a social platform like Twitter or working for a brand like a American Express… working for an agency. There are so many different roads to take.”

“As you can imagine, most of the Silicon Valley is very laid-back, but one of my favorite things about it is just how entrepreneurial it is, where it doesn’t matter if you’re a senior vice presidents or if you’re an intern or coordinator. If you have a really good idea, it can scale across the entire organization or across the entire team. Like there’s not a limit on what you can put out or how you can make an impact. [Twitter is] really big on making sure that we’re getting the best ideas from everywhere.”

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