HootSuite and Spike TV ~ Running a Multi-Stage Promotion

Spike TV One Child-Case Study - Using HootSuite To Create New Using HootSuite to run a multi-stage User Case Study Case Study promotion for the Guys Choice awards Experiences Introduction Guys Choice, now in its fifth year, is Spike TV’s star-studded awards show honoring the entertainment, actors and athletes that guys love most. The event took place at the Sony Pictures Studios in Los Angeles with a multitude of unforgettable moments and ecstatic winners. The goal of the 2011 Guys Choice campaign was to build brand attention for the Guys Choice franchise, build anticipation and drive tune-ins during the week between taping and telecast. The challenge The 2011 Guys Choice promotion was a multi-staged social media plan. The team needed to promote advance awareness of the show, plus the taping of the showGet Listed: Using Twitter lists in and finally, the show’s airing. The actual broadcast required the team to monitor,HootSuite simplifies campaign respond and update the TV viewing audience in order to increase on-goingmonitoring. Create public lists for viewership of the show.others to follow along or private listsfor monitoring competitors. Lists The promoted content was collected by monitoring celebrity Tweets leading uphelped the Guy’s Choice social media to and during the show’s taping and subsequent broadcast. The team capturedteam to track and amplify brand photos backstage with the celebrities and military personnel along with livementions from celebrities. Tweeting the awards including responding to followers using the #GuysChoice hashtag. On top of it all, the team was short-staffed which increased the multitude of tasks for each member. The solution The scheduling functionality within the HootSuite dashboard was essential in making sure everything was ready on time while operating as a skeleton crew.

Spike TV - Using HootSuite to run a multi-stage Case Study promotion for the Guys Choice awards Monitoring celebrity Tweets throughout the week leading up to the show was absolutely crucial. Following Twitter Lists within HootSuite allowed the Spike team to easily monitor Tweets from attending celebrities who were using the HootSuite Publisher: View scheduled updates in a handy page-view to help #GuysChoice hashtag throughout the day as well as interacting with all the you organize your messages. Pro and celebrity fans posting on Twitter. Enterprise plans can choose calendar views for daily, weekly or monthly Within the dashboard, multiple streams and tabs were created for monitoring views of all scheduled updates. Filter and engaging in conversations. The Spike TV team created a list of all celebrities by social network profile or team attending the Guy’s Choice ceremony and using the #GuysChoice hashtag in member and edit whenever you need addition to other keyword mentions and normal @SPIKE_TV mentions. This to for maximum efficiency. allowed them to see updates and mentions as soon as they happened without having to weed through a full feed. The Social Analytics reports in the HootSuite dashboard came in handy to track mentions and research popular keywords – a huge piece in developing the content strategy for the week-long tune-in push. During the show’s TV broadcast, Spike team members used HootSuite’s built- in Klout scores to focus on Re-Tweeting users with a high influence score. This strategy of spreading the messages of high-profile, social-media savvy fans and celebrities helped quickly amplify the Guy’s Choice Awards and reached new audiences who weren’t already engaged. Results By strategically scheduling content, the team could focus on monitoring and Make the most of influencers: Klout Re-Tweeting the posts which people would find most interesting once the show scores in the HootSuite dashboard aired. By creating this wave of conversation, their efforts were a success as are available with the HootSuite Pro celebrities like Jon Favreau and Blake Griffin created attention and buzz for the plan. Engage with those who have the brand by spreading brand messaging to increasingly larger audiences. With the greatest reach and most influence reports, the team could see exactly which Tweets performed best and adjust within their audiences. tactics for future campaigns like the SCREAM awards.Spike TV is available in 99.4 million up-to-the-minute and archival press Follow up:homes and is a division of MTV information and photographs, visit twitter.com/hootsuiteNetworks. A unit of Viacom (NYSE: Spike TV’s press site at http://www. blog.hootsuite.com/mediaVIA, VIA.B), MTV Networks is one spike.com/press. Follow along on Visit hootsuite.com/plans for Basic, Proof the world’s leading creators of Twitter @spiketvpr for the latest in and Enterprise packagesprogramming and content across all breaking news updates, behind-the-media platforms. Spike TV’s Internet scenes information and photos.address is www.spike.com and for

http://blog.hootsuite.com	1045
http://hootsuite.squarespace.com	2
http://partnerportal.hootsuite.com	1
http://blogtrunk.steven.hootd.com	1
http://www.diffbot.com&_=1356455191730 HTTP	1
http://www.diffbot.com&_=1356459545549 HTTP	1

HootSuite and Spike TV ~ Running a Multi-Stage Promotion

by HootSuite

Accessibility

Categories

Upload Details

Usage Rights

6 Embeds 1,051

Statistics

HootSuite and Spike TV ~ Running a Multi-Stage Promotion Document Transcript