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BlogWell Dallas Social Media Case Study: RadioShack, presented by Cosmin Ghiurau

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In his BlogWell Dallas presentation, RadioShack's Director of Social Media Marketing, Cosmin Ghiurau, shares their Super Bowl 2014 strategy that resulted in a successful social media ad campaign. He goes over their key learnings from the campaign and explains their seven-step approach to winning in the moment.

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SocialMedia.org This video is from Case Studies TM BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell Cosmin Ghiurau Road to the social media Super Bowl
Road to the Social Media Super Bowl. BlogWell Dallas | February 19, 2014 @RadioShack #blogwell Cosmin Ghiurau Director, Social Media & Digital Strategy RadioShack Corporation Connect Via Social @cosguru
90+ year history. … remember RadioShack? @cosguru @RadioShack #blogwell
Radioshack is a Social Brand. 3.8 million strong. 2.8 million likes 236,000+ followers 555,000+ followers 12.7 MM views 14,000+ followers 10,000+ followers @cosguru 137,000+ Likes blog.radioshack.com Total audience as of February 2014 @RadioShack #blogwell
Social Journey. Image Source: Altimeter @cosguru @RadioShack #blogwell
Social Ecosystem Marketing PR/Corp comm OmniChannel Customer Care @cosguru • Community Management • Campaign Integration • Email/CRM • Social PR • Event Activation • Crisis Management • Influencer Relations • RadioShack.com • E-Commerce • Mobile integration • Social Care • Customer Response •Communities •Associate Training Establish Goals Best Practices Processes RadioShack Social Media •Compliance •Social Media Policy Operations Legal •LinkedIn Recruiting HR Consistent Toolsets Voice Governance •Dealer/Franchise •International Extension @RadioShack #blogwell
Social loop beyond the center. @cosguru @RadioShack #blogwell
The Road to the Social Media Super Bowl 2nd Screen 1st Strategy • 44% Americans use a 2nd screen for ½ the time they watch TV. • 51% use social to connect with others watching the same show. @cosguru Infographic Source: Wowza Media Systems @RadioShack #blogwell
To Hashtag or Not to Hashtag? #InWithTheNew @cosguru @RadioShack #blogwell
RadioShack Super Bowl Moment • What we did in 30 seconds. – Each marketing channel live in 30 sec. – DCC background image… …5 sec to freak out. …. 25 seconds to go live. @cosguru @RadioShack #blogwell
The Moment Owned Social Properties Social Experience Real Time Social Engagement Search Paid Social/Digital Celebrity Social Alignment @cosguru Niche Communities Twitter 80’s Giveaway PR 22 nostalgic 80’s themed prizes in 24 hours Follow & tweet 22 unique prize hashtag Landing page with transition to post Super Bowl @RadioShack #blogwell
Results 22x Growth in social mentions on game day vs. average 30 day vs. average Super Bowl advertiser garnering 6x mention growth 4 Organic Trends @cosguru 4.6MM 82% Total Youtube views Mobile Access during Super Bowl @RadioShack #blogwell
Brand Bowl – #1 in Sentiment @cosguru Source: Boston.com BrandBowl @RadioShack #blogwell
* Verified Engagements… @cosguru @RadioShack #blogwell
Late Night Wins… “As far as funny-wise, I liked the RadioShack commercial.” – Jimmy Fallon “I liked the RadioShack commercial…It was like watching an episode of Dancing with the Stars.” – Jay Leno, Monologue Watch @cosguru @RadioShack #blogwell
Money KPI Reference: article Reference: MoneyBeat blog post “That ad announced to the world that management has its act together.” – Tracy Tuten, Marketing Professor and “Advertisers at Work” Author Reference article @cosguru @RadioShack #blogwell
How did we win the Moment? 7 Step approach to Winning The Road To The Social Media Super Bowl @cosguru @RadioShack #blogwell
Step 1 – Watch the Tape. • Research appropriate strategy for brand. • Apply social data to creative approach. • Leverage learnings from best practices. @cosguru @RadioShack #blogwell
Step 2 – Multiple plays in the game plan • Brand appropriate real time marketing • Crisis / Weather situation • On call bench for last minute issues @cosguru @RadioShack #blogwell
Step 3 – Starting Team Identify each player on team. • Decision Maker/Approvals • Community Managers • Marketing Channel owners • Paid Media • PR/Earned Media • Creative (Copywriters) • Agency/Partners Key Contacts @cosguru @RadioShack #blogwell
Step 4 – Practice, who needs practice? • Game plan with clear roles • Channel accountability • Planned launch scenarios • Surprise launch scenarios • Reporting cadence identified @cosguru @RadioShack #blogwell
Step 5 – Execute Key Play • Confirm each channel live • Look for gaps in experience • Verify internal/external teams • Verify consistency in experience • Monitor social feedback • Monitor real time opportunities @cosguru @RadioShack #blogwell
Step 6 – Run and Gun Offense • Leverage highlighting real time opportunities • Fuel conversational moments • Engage with relevant other brands/elements of campaign @cosguru @RadioShack #blogwell
Step 7 – Post Game Huddle • • Adjust content based on social intelligence • Highlight and share key moments internally • @cosguru Begin reporting cadence Document key learnings @RadioShack #blogwell
The Road to the Social Media Super Bowl Takeaways…. 1. Watch The Tape 2. Multiple Plays in the Game Plan 3. Assemble The Starting Team 4. Practice, Who Needs Practice? 5. Execute Key Play Flawlessly 6. Run and Gun Offense 7. Post Game Huddle @cosguru @RadioShack #blogwell
Overtime. “Winning isn’t everything – but wanting to win is” – Vince Lombardi Cosmin Ghiurau | cosmin.ghiurau@radioshack.com Director, Social Media & Digital Strategy RadioShack Corporation Connect Via Social @cosguru @cosguru @RadioShack #blogwell
SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell

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BlogWell Dallas Social Media Case Study: RadioShack, presented by Cosmin Ghiurau

  • 1. SocialMedia.org This video is from Case Studies TM BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell Cosmin Ghiurau Road to the social media Super Bowl
  • 2. Road to the Social Media Super Bowl. BlogWell Dallas | February 19, 2014 @RadioShack #blogwell Cosmin Ghiurau Director, Social Media & Digital Strategy RadioShack Corporation Connect Via Social @cosguru
  • 3. 90+ year history. … remember RadioShack? @cosguru @RadioShack #blogwell
  • 4. Radioshack is a Social Brand. 3.8 million strong. 2.8 million likes 236,000+ followers 555,000+ followers 12.7 MM views 14,000+ followers 10,000+ followers @cosguru 137,000+ Likes blog.radioshack.com Total audience as of February 2014 @RadioShack #blogwell
  • 5. Social Journey. Image Source: Altimeter @cosguru @RadioShack #blogwell
  • 6. Social Ecosystem Marketing PR/Corp comm OmniChannel Customer Care @cosguru • Community Management • Campaign Integration • Email/CRM • Social PR • Event Activation • Crisis Management • Influencer Relations • RadioShack.com • E-Commerce • Mobile integration • Social Care • Customer Response •Communities •Associate Training Establish Goals Best Practices Processes RadioShack Social Media •Compliance •Social Media Policy Operations Legal •LinkedIn Recruiting HR Consistent Toolsets Voice Governance •Dealer/Franchise •International Extension @RadioShack #blogwell
  • 7. Social loop beyond the center. @cosguru @RadioShack #blogwell
  • 8. The Road to the Social Media Super Bowl 2nd Screen 1st Strategy • 44% Americans use a 2nd screen for ½ the time they watch TV. • 51% use social to connect with others watching the same show. @cosguru Infographic Source: Wowza Media Systems @RadioShack #blogwell
  • 9. To Hashtag or Not to Hashtag? #InWithTheNew @cosguru @RadioShack #blogwell
  • 10. RadioShack Super Bowl Moment • What we did in 30 seconds. – Each marketing channel live in 30 sec. – DCC background image… …5 sec to freak out. …. 25 seconds to go live. @cosguru @RadioShack #blogwell
  • 11. The Moment Owned Social Properties Social Experience Real Time Social Engagement Search Paid Social/Digital Celebrity Social Alignment @cosguru Niche Communities Twitter 80’s Giveaway PR 22 nostalgic 80’s themed prizes in 24 hours Follow & tweet 22 unique prize hashtag Landing page with transition to post Super Bowl @RadioShack #blogwell
  • 12. Results 22x Growth in social mentions on game day vs. average 30 day vs. average Super Bowl advertiser garnering 6x mention growth 4 Organic Trends @cosguru 4.6MM 82% Total Youtube views Mobile Access during Super Bowl @RadioShack #blogwell
  • 13. Brand Bowl – #1 in Sentiment @cosguru Source: Boston.com BrandBowl @RadioShack #blogwell
  • 15. Late Night Wins… “As far as funny-wise, I liked the RadioShack commercial.” – Jimmy Fallon “I liked the RadioShack commercial…It was like watching an episode of Dancing with the Stars.” – Jay Leno, Monologue Watch @cosguru @RadioShack #blogwell
  • 16. Money KPI Reference: article Reference: MoneyBeat blog post “That ad announced to the world that management has its act together.” – Tracy Tuten, Marketing Professor and “Advertisers at Work” Author Reference article @cosguru @RadioShack #blogwell
  • 17. How did we win the Moment? 7 Step approach to Winning The Road To The Social Media Super Bowl @cosguru @RadioShack #blogwell
  • 18. Step 1 – Watch the Tape. • Research appropriate strategy for brand. • Apply social data to creative approach. • Leverage learnings from best practices. @cosguru @RadioShack #blogwell
  • 19. Step 2 – Multiple plays in the game plan • Brand appropriate real time marketing • Crisis / Weather situation • On call bench for last minute issues @cosguru @RadioShack #blogwell
  • 20. Step 3 – Starting Team Identify each player on team. • Decision Maker/Approvals • Community Managers • Marketing Channel owners • Paid Media • PR/Earned Media • Creative (Copywriters) • Agency/Partners Key Contacts @cosguru @RadioShack #blogwell
  • 21. Step 4 – Practice, who needs practice? • Game plan with clear roles • Channel accountability • Planned launch scenarios • Surprise launch scenarios • Reporting cadence identified @cosguru @RadioShack #blogwell
  • 22. Step 5 – Execute Key Play • Confirm each channel live • Look for gaps in experience • Verify internal/external teams • Verify consistency in experience • Monitor social feedback • Monitor real time opportunities @cosguru @RadioShack #blogwell
  • 23. Step 6 – Run and Gun Offense • Leverage highlighting real time opportunities • Fuel conversational moments • Engage with relevant other brands/elements of campaign @cosguru @RadioShack #blogwell
  • 24. Step 7 – Post Game Huddle • • Adjust content based on social intelligence • Highlight and share key moments internally • @cosguru Begin reporting cadence Document key learnings @RadioShack #blogwell
  • 25. The Road to the Social Media Super Bowl Takeaways…. 1. Watch The Tape 2. Multiple Plays in the Game Plan 3. Assemble The Starting Team 4. Practice, Who Needs Practice? 5. Execute Key Play Flawlessly 6. Run and Gun Offense 7. Post Game Huddle @cosguru @RadioShack #blogwell
  • 26. Overtime. “Winning isn’t everything – but wanting to win is” – Vince Lombardi Cosmin Ghiurau | cosmin.ghiurau@radioshack.com Director, Social Media & Digital Strategy RadioShack Corporation Connect Via Social @cosguru @cosguru @RadioShack #blogwell
  • 27. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell