BlogWell Atlanta Social Media Case Study: Turner Broadcasting System, presented by Seth Miller

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BlogWell Atlanta Social Media Case Study: Turner Broadcasting System, presented by Seth Miller

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In his BlogWell Atlanta case study presentation, "A Thriving Media Company in the Social Media Era," Turner Broadcasting System's Digital Marketing Director, Seth Miller, explained how -- as a......

In his BlogWell Atlanta case study presentation, "A Thriving Media Company in the Social Media Era," Turner Broadcasting System's Digital Marketing Director, Seth Miller, explained how -- as a largely traditional media company -- Turner is finding success by embracing social media.

Seth's presentation covers how they've supported fans who've posted creative spins on their content on YouTube, how they've reached out to existing fan communities, and how they've used social media to collaborate with fans.

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: http://gaspedal.com and http://socialmedia.org

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  • Welcome to “Web 2.0 & TEN (&You!)   Social Media: Being an Entertainment Company in the new digital era
  • Why are we here today?   To learn about new technology or new media?   To hear me talk about the ways in which TEN is using "Web 2.0" and "Social Media"?   Let's get started.
  • The internet is people.
  • Soylent Green is also people.
  • Social Media as a jumping-off point for closer relationships with our viewers.
  • A Platform for Self Expression
  • A Platform for Creativity
  • YouTube Fan Videos
  • A Platform for Community Self-organized fan communities for our popular original programming (The Closer) AND our acquired series (Family Guy).
  • A "map" of online communities XKCD
  • “ Communities already exist. Instead, think about how you can help that community do what it wants to do.” - Mark Zuckerberg
  • A Platform for Collaboration
  • A Platform for Collaboration
  • We can Encourage people and behaviors we like. Rewarding fans for tuning in "live" by organizing "events" on Facebook or provding insights on Twitter. James Duff’s live-tweets for The Closer Dylan McDermott’s live chat for Dark Blue Calling out our best fans IE: #followfriday Favoriting YouTube videos from fans
  • Engage in the conversation. Posting updates, polls, questions. Listening and responding to chatter. Being "social" as a brand. Creating interactive content like games and live chats that people forward to friends and participate in.
  • Extend our series, characters and brands in truly new ways. Have our brand talk about funny, dramatic or classic things via linking that DO NOT involve our networks. Produce shoulder content that takes the action further (video). Create blogs that reveal the inner workings of our shows as written by producers and/or talent.
  • We can Encourage people and behaviors we like. Saying Thanks you. Rewarding fans for tuning in "live" by organizing "events" on Facebook or provding insights on Twitter. James Duff’s live-tweets for The Closer Dylan McDermott’s live chat for Dark Blue Calling out our best fans IE: #followfriday Favoriting YouTube videos from fans
  • We have to recognize that in social spaces, even if we stand out because we have "content" and "entertainment" that people want to engage with, they like being around one another just as much, if not more. In social spaces, the social aspect is still the primary reason they’re there: people are a social species.
  • So long as we remember that our responsibility and "job" in these spaces is the same as it is on-air: to inform and entertain we'll be OK. Our core is as an entertainment company, providing people with enjoyment and happiness, even through escapism and fantasy; social media should help to augment those experiences and connection with our brands and with our viewers. Even with viewers and each other.

Transcript

  • 1.  
  • 2. Social Media & Turner Entertainment Networks Being a Media Company in the Social Media era
  • 3. http://www.flickr.com/photos/drachmann/327122302/
  • 4. http://www.flickr.com/photos/joeshlabotnik/305410323/
  • 5. http://www.flickr.com/photos/ross/50799564/ “ Social Media is made of people!” -Charlton Heston (More or Less)
  • 6.   ;-)
  • 7. http://www.flickr.com/photos/jeffwerner/2712236100/ A Platform (It’s a PUN!)
  • 8. http://www.flickr.com/photos/samwisegamgee69/3096668180/ Self Expression!
  • 9. “ Social is as social does.”
  • 10. http://www.flickr.com/photos/jef_safi/225429168/ Creativity!
  • 11. http://www.youtube.com/watch?v=S0gprNB990U We listened first … Then acted socially.
  • 12. http://www.flickr.com/photos/kubina/471164507/ Community!
  • 13.   http://xkcd.com/256/
  • 14.   http://www.flickr.com/photos/will-lion/2595051813/
  • 15. We have GREAT fans!* *not just me sucking up, in case some are in the audience
  • 16. http://www.flickr.com/photos/yuan2003/1796355617/ Collaboration!
  • 17. http://www.flickr.com/photos/ioerror/250282550/ Can you spot the marketer?
  • 18. http://www.flickr.com/photos/zen/3023527689/ Encourage good behavior.
  • 19. http://www.flickr.com/photos/mattyturner/312572345/ They already “like” us, so we aim for LOVE !
  • 20. http://www.flickr.com/photos/nicmcphee/146998744/ Extend our relationships beyond screens
  • 21. This line goes up and to the right.
  • 22. http://www.flickr.com/photos/tekmagika/190190041/ Acknowledgements
  • 23. Photo credits:
    • http://www.flickr.com/photos/drachmann/327122302/
    • http://www.flickr.com/photos/joeshlabotnik/305410323/
    • http://www.flickr.com/photos/ross/50799564/
    • http://www.flickr.com/photos/jeffwerner/2712236100/
    • http://www.flickr.com/photos/jef_safi/225429168/
    • http://www.flickr.com/photos/samwisegamgee69/3096668180/
    • http://www.flickr.com/photos/kubina/471164507/
    • http://xkcd.com/256/
    • http://www.flickr.com/photos/will-lion/2595051813/
    • http://www.flickr.com/photos/yuan2003/1796355617/
    • http://www.flickr.com/photos/ioerror/250282550/
    • http://www.flickr.com/photos/zen/3023527689/
    • http://www.flickr.com/photos/mattyturner/312572345/
    • http://www.flickr.com/photos/nicmcphee/146998744/
    • http://www.flickr.com/photos/tekmagika/190190041/
    • http://www.flickr.com/photos/chris-fritz/2046264364/
  • 24. http://www.flickr.com/photos/chris-fritz/2046264364/ Thank You!
  • 25.