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Real Time Search & Social - BDI 7/15/2010 Search & Social Leadership Forum
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Real Time Search & Social - BDI 7/15/2010 Search & Social Leadership Forum

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Presentation: Real Time Search& Social …

Presentation: Real Time Search& Social
Presented by: Julie Sun, Digital Marketing Director, MTV Networks
Review live events & how to plan, execute & capitalize the search & social media space. Will ID some best practices and strategy.

www.bdionline.com

Published in: Business

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Transcript

  • 1. Julie Sun 7-15-2010
  • 2. Live Event Case study Planning Night of Execution Best Practice & Strategy
  • 3. June 6th 2010 New movies Host Aziz Ansari Tom Cruise as Les Grossman Twilight Eclipse
  • 4. 80% of work happens here Get on the production/marketing/press schedule. Obstacles
  • 5. Search Organic strength & weaknesses SEM coverage & budget Budget: 150K All candidates for consideration All upcoming movies Last year’s movie awards activity Branded terms Relevant topics
  • 6. Social Influencers Schedule/Calendar Research Content & Tools Tweet Tracker Live Chat Promo Clips Media Kit
  • 7. Ignited the conversation Leveraged talent relationships around the 2010 Movie Awards’ to break event news and Nominees & Voting. promote tune-in.
  • 8. Resource – (team of 5) Social Media Posts SEM Bids & Copy Monitoring the digital space Monitoring on the ground activity
  • 9. Provided continuous real-time Leveraged relationships with updates on the host, superfans to help kick-start performers, and viral videos. the circulation of content.
  • 10. Live stream on MTV.com homepage paired with social viewing widget encouraged audience to disseminate their watercooler conversation across social nets. Over 21K comments posted during the show.
  • 11. Social Media Marketing Superfan Syndication Cross-Brand Collaboration Live Tweeting Social Viewing Widget Celeb Support Twitter Tracker
  • 12. Drive Tech Influencers, Consumers, and Sponsors. Image-based visualization that captures real-time twitter conversation around our events and shows. “A beautiful visualization that reflects the richness of the conversation on Twitter and the richness of MTV’s brand; a deepening integration that’s gone from pure visualization to... participation; and, finally, a sponsor.” – Robin Sloan, Twitter 2009 - 2010
  • 13. “On Twitter, Good Ol’ MTV Has Some Serious Heat” – Ad Age Solid ratings. Movie Awards dominated seven of the top 10 Twitter trending topics night-of (including being #1) Highest streamed Movie Awards day in history 660% increase in week-to-week Facebook video streams 67% increase in week-to-week site traffic from Twitter 800,000 Movie Awards-related tweets pulled in to the Twitter Tracker during East Coast broadcast. 23,000 tweets about Sandra Bullock alone, peaking at 2,800 per minute.
  • 14. Julie Sun Director, Digital Marketing MTV Networks julie.sun@nick.com Facebook.com/mtv @mtv