Interview with Eric SanInocencio, Digital Marketing Director for Houston Texans

Interview with Eric SanInocencio, Digital Marketing Director for Houston Texans

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Professor Scott Davis chats with Eric SanInocencio of the Houston Texans for his perspective on social media strategy, the importance of analytics, and advice for newcomers to the field.

This episode is intended for students of marketing, early-career digital producers, and aspirant social media managers in sports.

Scott W. Davis, Ph.D. (host)
Assistant Professor of Marketing
University of Houston-Downtown
Marilyn Davies College of Business
https://www.linkedin.com/in/scottwdavis/
https://twitter.com/scottwdavis

Eric SanInocencio (guest)
Senior Director of Digital Media
Houston Texans
https://twitter.com/ericsan

4:22 A day in the life of monitoring social media for the Texans
6:46 How digital analytics revealed a hidden market in Moses Lake, Washington
10:35 Starting with “Who?” and “Why?” in deciding where to spend money on social media
15:00 There are no experts on social media
17:13 Selling the Houston Texans in Mexico and China
20:32 Getting “comfortable being uncomfortable”
21:30 How to get started on social media as an entrepreneur
24:03 How to break into the field of digital media

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