TOPICS3:00 The Rockies content strategy in a nutshell3.50 The targeting and segmenting5:00 Coping with that huge number of games7:10 Turning a ‘chip on the shoulder’ into a positive8:30 Creating content around that9.40 Interacting with the fans and, when necessary, standing your ground10.51 What tells them that fans want their attention11.16 Buy-in from the top on reacting to fans13:02 Creating continuity of voice15:07 How they staff a game17:07 The advantage of having a dual role – social media and player relations19:40 The ideas that have worked… and the ones that have failed.20:52 The KPIs they look to22:31 Why “be interesting” is not enough as content strategy. It must be attached to a Rockies feel24:02 The analytics tools he uses25:10 The relationship between MLB and the clubs26:25 The legacy of MLB Advanced Media and its digital/ social media innovation28:44 MLB’s rules changes and the Facebook deal31:34 Publications strategy, is it worth it?33:45 The value of very long-form content37:45 Why still images can be > video39:45 The move towards monetisation42: 34 Cultivating creativity44:16 Does being an ex-pro athlete help his role?46:37 The content emphasis placed on the home opener48:12 His favourite MLB content teams50:01 Looking outside of sport for inspiration52:13 The difference in tone and voice for college teams vs the pro teams53.03 Where to take sports digital and sports content54.15 Will there be an EVP or SVP of content