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Catching up with BibRave co-founder Tim Murphy, a variety of topics were on the table to discuss. Our focus turned to Tim sharing his thoughts on technology and social media and the influence each is having on the running industry.
Murphy, and his wife Jessica, are moderating a Race Camp at the 2017 Running USA Industry Conference titled Technology: Social Media and Engagement.
Running USA (RUSA): What's your current role in the industry? What does your day-to-day work look like?
Tim Murphy (TM): We're helping races reach more runners via a large network of running bloggers and social media influencers (ambassadors). We live and breathe social media in the running world, all day every day. My work entails a lot of client conversations, discussing various partnership opportunities with other players in the running space (both races and brands), and coordinating a ton of different projects with our Director of Accounts (Julia Montag) and new Community Manager (Erin Tierney). We host a weekly "Twitter party" of sorts called #BibChat, as well as a weekly podcast (The BibRave Podcast), so there's a lot of production time around those two assets as well.
RUSA: How did you first get into the running industry?
TM: BibRave started because Jessica (read our interview with Jessica) and I were both avid runners and we wanted a to create a strong, online running community where people could gather to discuss the best races to run, the best gear to use, the best nutrition to try, etc. BibRave was our first foray into the business side of running, though we brought a pretty decent combo of media/PR consulting, advertising, and start-up experience to the table (BibRave was my second online company and Jessica's second personal business).
RUSA: You'll be moderating the Technology: Social Media and Engagement Race Camp. What's one trend you're seeing in social media right now, good or bad?
TM: I'm seeing two notable trends – one related to races specifically, one regarding social in general:
1) Ironically, we've seen a lot of races treat social media as if it's radio – just broadcasting (or posting) and hoping people take the message and run with it. But we're starting to see some races picking up what social media IS and what it is NOT. For instance, buying ads on Facebook is NOT social – that's digital advertising on a social media platform, and there's nothing wrong with that – Facebook ads can be really effective. But the "social" part of social media can't be ignored. Genuine engagement, listening not just broadcasting, responsiveness, embracing the good and bad that comes with so many empowered voices – all these things are critical elements to a truly social presence, and we're starting to see more races get that.
2) The second thing I'm seeing relates to the what Jess said about the focus on video and storytelling through a combo of still pics, short "point A to point B" videos, and "boomerang" videos that loop from point A to point B and back to point A. As more and more people create these disappearing stories – via Snapchat or Instagram – or live video that lives past it's original playing on IG, TW, or FB – advertisers (and some savvy races) are starting to market in those places via filters and by creating their own unique brand stories.
RUSA: Where do you believe the biggest opportunity in social media lies in 2017 for those in the running industry?
TM: Using social to build a brand for your race, not just to land more registrations. The former is more long-term focussed and can really benefit from the social trends I mentioned above, and the later is a bit more immediate and transactional.
This is a huge challenge, because registrations are so important and no one can neglect that side. But the socially savvy races who capitalize on building a brand need not do so at the expense of regs. Brand building through social comes via the content, storytelling, and engagement I discussed above, and that ultimately protects and drives runner interest/loyalty. As the racing scene gets more crowded, it's even more important for races to focus on building a brand around their event, not just the transactional side of "getting more registrations."
RUSA: At BibRave, you talk with race directors all the time. What's one area race directors should really start educating themselves on when it comes to social media and engagement with runners?
TM: Definitely the stuff I just mentioned above. But I'd also add that with tech and social changing so dramatically year to year, if your marketing plan looks exactly the same year after year, you're probably missing out on some critical avenues by which you could build your race brand and thereby land more runners. Branch out, get involved with your social team, and find out what's new and where people are spending time on social.
RUSA: What's your favorite part about attending the Running USA Industry Conference?
TM: Seeing so many friendly faces in the form of new contacts and old friends. This is our 4th conference and we were taken aback by how positive the the whole conference was even during our 1st year when we didn't know anyone. As our experience and relationships grow, every year of Running USA improves – more opportunities to meet and learn from new people, great parties, and so many opportunities to network with the best in the running business.
To learn more about the 2017 Running USA Industry Conference and see Tim Murphy speak, please visit: https://www.runningusa.org/running-usa-annual-conference
