BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser
 

BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

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In their BlogWell DC presentation, Discovery Communications' Director, Social Media, Amber Harris, and VP, Social Media Communications, Gayle Weiswasser, share how the Discovery Channel, TLC, and ...

In their BlogWell DC presentation, Discovery Communications' Director, Social Media, Amber Harris, and VP, Social Media Communications, Gayle Weiswasser, share how the Discovery Channel, TLC, and other networks are creating social experiences around TV shows using new social platforms.

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BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser Presentation Transcript

  • ® How Big Brands Use Social Media Discovery Communications Amber Harris & Gayle Weiswasser The Power of Real-Time Engagement: TV & Beyond Washington, D.C. | May 4, 2011PDF processed with CutePDF evaluation edition www.CutePDF.com
  • The  Power  of  Real-­‐Time  Engagement:  TV  &  Beyond Gayle  Weiswasser  &  Amber  Harris,  Discovery  Communications BlogWell  DC    |    May  4,  2011 blog.discoverycommunications.com    |    @DiscoveryComm
  • Today’s  EvolvingTV  Landscape✦ Hundreds  of  cable  networks  in   the  U.S. ✦ Increasing  number  of  choices ✦ Time-­‐shifting  behavior✦ 86%  of  mobile  Internet  users  are   using  their  mobile  devices  while   watching  TV1 ✦ 40%  are  reading  or  updating   social  media  sites ✦ 24%  are  looking  for  TV  show-­‐ related  content1Nielsen/Yahoo! Study, November 2010blog.discoverycommunications.com    |    @DiscoveryComm
  • Discovery’s  Social   Media  Goals ✦ Build  community,  loyalty  &  brand   affinity/ambassadorship ✦ Drive  tune-­‐in ✦ Increase  online  page  views, streams  &  purchases ✦ Gather  insights  to  optimize programming,  outreach  &   marketingblog.discoverycommunications.com    |    @DiscoveryComm
  • Our  Social  Media  Footprint ✦ 32M+  “likes”  on  official  pages  (+500%  YoY) Snowball  growth,  adding  500K+  “likes”/week ✦ 1.7M+  followers  on  managed  accounts  (+400%  YoY) Reach  more  than  doubles  with  talent  accounts ✦ 850K+  subscriptions  &  40M+  streams/mo.  (+100%  YoY) ✦ Custom  campaigns  for  over  10  series  across  networks;   top  series  include: 55K+  MythBusters  Check-­‐Ins 26K+  Cake  Boss  Check-­‐Ins 35K+  Firefly  Check-­‐Ins 21K+  Pit  Boss  Check-­‐Ins 28K+  An  Idiot  Check-­‐Ins 19K+  Deadliest  Catch  Check-­‐Insblog.discoverycommunications.com    |    @DiscoveryComm
  • What  is  Social  TV?✦ Online  experiences  that  allow   viewers  to  share  their  TV   interests  in  real  time,   independent  of  place ✦ Community ✦ Check-­‐ins ✦ Chats ✦ Complementary  content ✦ Connecting  with  fans ✦ Connecting  with  talentblog.discoverycommunications.com    |    @DiscoveryComm
  • An  Idiot  Abroad  Takes   Twitter  by  Storm ✦ Generated  record  volumes  of   social  media  buzz  for  Science ✦ Real-­‐time  engagement  during   Saturday  night  premieres ✦ Weekly  GetGlue  stickers ✦ Extended  campaign  to  reward   fans  by  airing  their  Tweets  on  air   during  April  1  marathon ✦ Updated  bug,  custom  IPMs   and  Twitter  promo ✦ Live-­‐streamed  fan  Tweets  in   primetimeblog.discoverycommunications.com    |    @DiscoveryComm
  • Chatting  with  TLC’s  Buddy  Valastro✦ Supported  premiere  season  of   Next  Great  Baker  through  Cake   Boss  Facebook  page,  leveraging   affiliated  audience✦ Extended  engagement  with  Next   Great  Baker  viewers  with   Facebook-­‐hosted  chat  with  star   Buddy  Valastro✦ Simple  approach  connected  fans   with  talent  and  each  other,   drove  Facebook  resultsblog.discoverycommunications.com    |    @DiscoveryComm
  • Deadliest  Catch  Fans   Tune  In  &  Log  On ✦ Hosted  live  online  streaming   version  of  CatchCon  2011  for  fans   on  April  9 ✦ Paired  with  on-­‐air  marathon  on   Discovery  Channel ✦ Integrated  tosses  between  two   experiences ✦ Used  to  introduce  concept  of   ‘checking  in”  to  Deadliest  Catch   fansblog.discoverycommunications.com    |    @DiscoveryComm
  • So,  You’re  Not  in  TV... ✦ Social  TV  is  just  a  fraction  of  real-­‐ time  engagement  opportunities   for  Discovery...and  your  brands. ✦ The  power  (and  challenge)  of   social  media  for  your  business   lies  in: ✦ Transparency ✦ Flexibility ✦ Equalizing  platforms ✦ Immediacyblog.discoverycommunications.com    |    @DiscoveryComm
  • InfluencingDecision  Points✦ Be  aware  of  social  media   environment  and  competing   forces✦ Find  fans,  customers  and   partners  “in  the  moment”  and   engage✦ Build  brand  equity  and   ambassadors  on  an  individual   level✦ Humanize  your  brandblog.discoverycommunications.com    |    @DiscoveryComm
  • Sharing  Fandom ✦ Move  beyond  the  “like”  or   follow  to  ambassadorship ✦ Provide  mechanisms  to  make   sharing  easy  -­‐  on  your  platforms   and  off ✦ Focus  on  content  selection  and   ask  “Would  I  want  to  share  this?” ✦ Reflect  and  reward  fans  for   sharing  to  encourage  others  to   do  the  sameblog.discoverycommunications.com    |    @DiscoveryComm
  • Engaging  Influencers✦ Leverage  your  stars  to  add  value   to  the  conversation✦ Identify  expected  and   unexpected  influencers✦ Engage  swiftly  and  strategically✦ Build  on  relationships  and   extend  beyond  social  media (and  vice  versa)blog.discoverycommunications.com    |    @DiscoveryComm
  • Embracing  Pop   Culture  Moments ✦ Take  a  chance  on  pop  culture   moments ✦ Engage  offline,  create   partnerships  to  create  social   media  buzz ✦ Know  when  to  say  “no” ✦ Don’t  expect  results  every  time   or  oftenblog.discoverycommunications.com    |    @DiscoveryComm
  • Being  Topical✦ Extend  your  brand’s  relevance   by  connecting  it  to  current   events✦ Enter  the  conversation  on  your   own  terms,  define  your  value-­‐ add✦ Anticipate  newsworthy  events   and  opportunitiesblog.discoverycommunications.com    |    @DiscoveryComm
  • The  Takeaways ✦ Gain  buy-­‐in  from  leadership  to   allow  for  agile  actions ✦ Listen,  listen,  listen ✦ Empower  your  team ✦ Be  nimble  but  strategic ✦ Build  on  your  engagementsblog.discoverycommunications.com    |    @DiscoveryComm
  • Thank  You!Gayle  Weiswasser:  @gweiswasserAmber  Harris:  @TheNuwandablog.discoverycommunications.com    |    @DiscoveryComm
  • ®How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or live@socialmedia.org Washington, D.C. | May 4, 2011