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Masters Session: Advanced Content Strategies
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Masters Session: Advanced Content Strategies


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Learn how the most innovative social brands are building robust content strategies with diverse content assets. From user generated content to native advertising to custom social campaigns, discover …

Learn how the most innovative social brands are building robust content strategies with diverse content assets. From user generated content to native advertising to custom social campaigns, discover how to orchestrate a steady cadence of winning social content to drive engagement and achieve social success. Thoughts from Campbell's Emily Williams, Bazaarvoice's Alan Godfrey, Social@Ogilvy's Rachel Caggiano, and Spredfast's Kelly Ferraro.

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  • 2. campbell’s Emily Williams Digital Insights Campbell’s Soup Company @ekw2 @CampbellSoupCo
  • 7. content is king Alan Godfrey, EVP of Business and Corporate Development Bazaarvoice @calangodfrey @Bazaarvoice
  • 8. The Bazaarvoice Network 16 B Impressions served monthly
  • 9. Brand & retailer network effect ç 10
  • 10. The Voice of Your Customer
  • 11. Reduce return rates and quickly identify and correct product defects Improve product usability by enhancing features
  • 12. Connected Consumer Conversations Follow us! Like us! ® @bazaarvoice /bazaarvoice
  • 13. the story behind bp team usa Rachel Caggiano Senior Vice President, Client Services Social@Ogilvy @rcaggiano @SocialOgilvy
  • 14. THE STORY BEHIND BP TEAM USA Rallying The Country To Support Our Athletes
  • 15. THE CHALLENGE Support US Athletes Amidst Tough Times At the 2010 Winter Games in Vancouver, BP announced its partnership with the US Olympic Committee. Just 64 days later, a tragic accident happened in the Gulf of Mexico, and made BP’s Olympic participation seem like an impossible dream. Many people argued that BP should not participate in the Olympics, but the brand’s commitment to the US athletes was as unwavering as it was to restoring the Gulf. How could BP demonstrate its commitment to athletes and the Olympics in the right way? Workers use steam to clean oil from the rocks on a jetty in Gulfport, MS
  • 16. THE IDEA BP applied all of its lessons about community-building gathered during the crisis to the task of building BP Team USA. BP decided to tell the stories of 9 athletes–Olympians and Paralympians–who overcame adversity, strived for excellence, and personified respect for ―one team.‖ These were character traits that personified BP at its best. To build support and excitement for each athlete on their journey to the Games, BP built a community to cheer them on. It began with friends and family and added new members through deep listening and insights. BP sustained that community and built relationships by allowing fans to be a part of what they really cared about: getting up close with the athletes on their journey to the Games. The athletes were brought directly to the fans through many personal, compelling stories that laddered up to a single narrative—the story of 9 courageous athletes.
  • 17. THE STORY
  • 18. Building a Community through Storytelling BP knew it needed an evolved approach to storytelling, one that took into account the media habits of its always-connected and curious ―Olympic enthusiast‖ audience. BP created a narrative that lived across paid, owned and earned media; across mobile and PC; across social and broadcast; on athletes’ personal pages and on those of media partners like Time and Sports Illustrated. The Olympic Games is the world stage where the human spirit is celebrated–in glorious triumph and in graceful defeat – as well as where marketing can cheapen the dialogue. BP wanted to build authentic relationships between athletes and fans through more than just advertising. Getting to know the audience and what they found valuable allowed BP to create engaging content and delightful experiences. BP brought fans behind the scenes so they could get to know the athletes personally. Emotional videos, entertaining infographics, dynamic photography, fervent biographies, newsworthy articles, and an augmented reality application transported the fans into the lives of the athletes—from their first days of training all the way to the London Games.
  • 19. Emotional Stories From their hometowns to the Olympic Trials, hundreds of emotional videos told the stories of the athletes’ journeys–what inspired them and what it took for them to become one of the best in their sport. With every view, the connection between athlete and fan became stronger. Support grew. Excitement multiplied.
  • 20. Immersive Digital BP crafted an immersive digital experience to bring the athletes to life. The design pulled fans into a dynamic and engaging environment optimized for web and mobile so they could engage more deeply in real-time and wherever they were.
  • 21. 8
  • 22. All-Access Facebook The BP Team USA Facebook page gave Olympic enthusiasts an all-access pass to the athletes. Fans could directly connect to the athletes through live-streaming chats. And because the athletes were ―fans‖ of the page too, audiences could see them reacting to a video of themselves and join in conversations about how much their fans’ support meant to them. Fans got exclusive content they could share with their own social circles, allowing them to cheer on the athletes every step of the way. During the US Olympic and Paralympic Trials, live status updates captured through Instagram were posted to BP Team USA’s Facebook and Twitter pages to give fans exclusive coverage and provide compelling behind-the-scenes imagery.
  • 23. Athletes’ Social Graph After social media training sessions, the athletes enthusiastically shared content on their own channels with their own social circles—from their websites to their personal Facebook pages. By harnessing the power of their existing fan base, they extended the reach of their stories and grew the community even more.
  • 24. THE RESULTS Growing the Community, Fueling Connections 263,000+ fans 42,000+ interactions 263M+ impressions Awareness of BP’s Olympics sponsorship reached 18% among target audiences–the number tripled since the fall of 2011 when the program began and surpassed other major USOC partners including Citibank (14%) and BMW (7%). Perception of the BP brand took a huge leap upwards, from a negative 2.6 before the Games to a positive 5.9 during the Games–the second largest leap of all major Olympic sponsors besides Visa, according to a YouGov poll. 190+ videos 1.8M views Sentiment of fans was overwhelmingly positive. Facebook interactions were 82% favorable, and the earned value of these interactions reached over 39 million people. A Lolo Jones post celebrating her fourth-place finish in the 100m hurdles garnered the most engagement of any post by a USOC sponsor, with 91,000+ ―likes,‖ 2,300+ ―comments‖ and 1,300+ ―shares.‖ 7 Gold, 3 Silver, 1 Bronze and 3 world records. 9 local American heroes. 35,000+ followers