• Loading stock data...
Friday, June 14, 2024

Inside The Huddle: Monetizable Social Assets With Jonah Ballow

social-assets-jonah-ballow

In the buildup to the first of Front Office Sports’ Huddle Series on February 22, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Jonah Ballow, VP of Digital at MKTG. He will be one of the leaders of the huddle “Making Money on Social: Creating and Delivering Monetizable Assets.”

A Colorado native, Ballow is a 2004 graduate of the University of Kansas, where he studied broadcast journalism and had, what he describes, as the thrill of a lifetime doing radio play-by-play for Jayhawks basketball games. On top of that, KU professors instilled in him the importance of building an online audience for any team or brand.

This set Ballow on a career path that included several jobs as a reporter and web producer for radio stations in Kansas and Missouri before bringing him to the NBA. Ballow joined the Minnesota Timberwolves in 2008 as a web editor, overseeing the organization’s web and social presence while playing a major role in all of their content creation efforts.

READ MORE: Inside the Huddle: Talking Paid Social With Angela Welchert

Ballow recalls a formative experience as a social media professional that came during his time with the Timberwolves. Capitalizing on the viral popularity of a clip of Kevin Love and Wesley Johnson failing to shake hands after a free throw, he showcased his agility as a creator with a comedic “investigative report” on what went wrong on the handshake.

The video was picked up by media outlets like NBA.com and ESPN, and quickly generated well over a million views.

“When all the major networks picked it up on their sites,” Ballow remembers, “a light bulb went off. I saw that the future was going to consist of teams making these original pieces of content with players who want to see themselves in that light.”

After nearly four years with the Timberwolves, Ballow moved on to the New York Knicks where he was the director of digital for six and a half years. Eight months ago, Ballow joined on with MKTG in a role that, to him, feels like a culmination of all of his past experiences.

“Being at MKTG and getting to work with different brands outside of basketball has been good for me,” he says. “I get to utilize the knowledge I gained with sponsorship integration and monetizing content, and bring brands onto the next platforms, while showing these brands how you can create original content that’s branded in a way where it can be used as a revenue stream.”

With over a decade of experience in digital media, Ballow finds that being quick on his feet — which helped him shine in his first big role in Minnesota — is still a key trait for a social media professional to have today.

[mc4wp_form id=”8260″]

“Everybody likes to be an ‘expert’ in this space. But just be nimble and be flexible,” Ballow stated. “Social is about trends and it’s moving at such a rapid pace that you can’t be stuck on one way of doing things or creating content. This also means keeping your eyes open for storylines and being able to create content quickly to act on them.”

On top of creating content quickly, Ballow reminds aspiring digital professionals that the real key to creating monetizable assets is simple, in theory: make good, unique content.

“The biggest thing I hope to achieve is originality. Whether it be original content or branded content, what we see in the best case studies of successful social campaigns is that at the heart of it, they are all built around really good content. Work out those other aspects of your strategy later.”

Being a leader of digital teams within the sport industry since the early days of his career, Ballow has learned that the most important aspect of leading a strong team is setting a positive example in content creation, as well as collaborating with other creatives.

“I think you have to really invest in your employees and the people around you and show them you’re going to work as hard or harder than anybody else. They’ll look to mirror that type of work ethic, and also show them respect and that you care about their lives and what they’re doing. The most important part about leadership is collaborating. Listen to other people’s thoughts and listen to what they bring to the table and from there, you can really decide on what the best course of action is.”

Meet Ballow and hear more of his thoughts on the current digital landscape at the Front Office Sports Digital Media Huddle presented by Opendorse in New York on February 22. For tickets and additional info, click here.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.
May 10, 2024; Lake Forest, IL, USA; Chicago Bears quarterback Caleb Williams during a press conference before Chicago Bears rookie minicamp at Halas Hall.

Caleb Williams Launches Investment Firm Before Signing a Bears Contract

Williams announced 888 Midas for private equity, VC, and real estate deals.
Apr 13, 2024; Hartford, CT, USA; UConn Huskies head coach Dan Hurley greets fans as he arrives at the state capitol before the teams victory parade.

The Many Beneficiaries of Dan Hurley’s UConn Career Crisis

His return inadvertently helped the players, athletic department, and perhaps the conference.
podcast thumbnail mobile
Front Office Sports Today

How the US Open is Designed for Drama

0:00

Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
Sponsored

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.