Farren is the Head of Sports Partnerships at Tagboard, a social media aggregation and re-display tool for professional and collegiate sports teams. Her main mission is to fill the void that programs have with their social media interconnectivity with their fans at live events. When not working on Tagboard projects, Farren is running the social media and marketing for a handful of professional football players across the country.
Transcript
My name is Farren Benjamin. I am the Head of Sports Partnerships at a company called Tagboard based in Seattle, Washington. So Tagboard is a social media aggregation and redisplay tool. So I lead all of our sports partnerships and I work with all of our sports teams whether it's ranging from your NFLs, your MBAs, MLSs, NFSs and beyond all the way to your college athletics to your minor league sports teams and to one-off events like marathons. I help bring user generated content and social media to screens, video boards, digital properties, websites and beyond. So, my job is to help these teams get all the content that's coming out from the fans on game days and throughout the year, day after day, and kind of help them push out this content to all their platforms for everybody to see. Yeah, so a lot of my role as the Head of Sports is a lot of out bounce so a lot of relationship building. So whether it's people that I've met at conferences and conventions, whether it's people that I've just talked to, whether it's from here at USC and connections in the in the L.A. area. Whether it's people that have used the product before and suggest it to another client, a lot of what I do is reaching out for new business. So reaching out to clients that we don't currently work with to gain new business and to gain a new relationship and kind of help and see if there's a way that I can help them grow. So I look at ways, especially for college athletics teams, to enhance that overall experience. So if you're gonna bring in social content to a football game and you want fans to go on their phones, open up Twitter, Facebook, Instagram, and use a hashtag, hashtag fight on, and you want them, or USC selfie. If you want them to continue doing that every time they walk into a sporting event. You want to continue to do that throughout all of them. You don' just want to put it at a few you know hey here, we're gonna do it here, we're gonna do it there. You know I express to my clients I want them to put Tagboard and bring in content anywhere and everywhere that their fans have a touchpoint with their team. So I do, you know one of my passion projects is representing NFL players for everything off the field. So overseeing and working with them on the marketing, the PR side of things, the social media, and my two worlds blend really well together. I, for instance this year, the Minnesota Vikings are a very very innovative partner of Tagboard's. Coincidentally, a young man named Mike Hughes who I worked with this off season leading up to the draft, he got drafted by the Vikings. So it's kind of funny that my worlds will sometimes come together like that in nice harmony. When teams are in season I'm going to visit clients. Whether it's my Tagboard clients and watching what they do in stadium or whether it's going to watch my NFL guys in the field. Out of season it's a lot of kind of little work. So, right now for instance, L.A. Rams and all of our NFL teams are out of season. So my job is this off season is to find times to go and visit them at the facilities, start to plan for the season. What can we do this upcoming season that will innovate and take your game day experience to the next level. So a lot of it is kind of that traveling around that I can do here from Los Angeles and possibly hopping on flights to go visit new clients and potential clients to meet with around the country to see if Tagboard is something they can work with.
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