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Fox banyan webinar_072711_v4


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Fox banyan webinar_072711_v4

  1. 1. The Glee Way to Win in Social Media<br />HardieTankersley, FOX<br />Jeff Zabin, Gleanster<br />Dave Hanley, Banyan Branch<br />7/27/11<br />1<br />
  2. 2. Today’s Presenters<br />7/27/11<br />2<br />Dave Hanley<br />Jeff Zabin<br />HardieTankersley<br />Cofounder & PrincipalBanyan Branch<br />Research DirectorGleanster<br />VP InteractiveFOX<br />
  3. 3. Our Sponsor: Banyan Branch<br />7/27/11<br />3<br />Social Media agency for FOX and other top brands<br />
  4. 4. Jeff Zabin - Gleanster<br />7/27/11<br />4<br />
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  17. 17. Dave Hanley – Banyan Branch<br />Four Recommendations<br />7/27/11<br />17<br />
  18. 18. #1 - Place Analyticsat the Center<br />7/27/11<br />18<br />Cutting-edge analytics places high-octane data & visualizations in your hands<br />Measure the impact of social on real business objectives<br />All campaigns should begin with metrics at the core of the experience<br />InfluencerID<br />Perception Analysis<br />Social Audience<br />Social Benchmark<br />Campaign Reporting<br />Community Profile<br />Competitive Analysis<br />Event Reporting<br />Our numbers inform…<br />
  19. 19. #2 - Social is the New Creative<br />Digital experiences, web sites, videos, and content need social at the core<br />Today’s interactive needs to be cut from social cloth - no tailoring last season’s style<br />Begin with the social interaction, social currency & social analytics to create experiences<br />Creative boosts engagement, builds core social assets, targets audiences & positions brands<br />Viral Videos<br />Microsites<br />Branded Channels<br />Campaign Content<br />Social Experiences<br />Event Design<br />Mobile Apps<br />Widgets<br />7/27/11<br />19<br />Our creative powers…<br />
  20. 20. #3 - Social Strategy is Business<br />Develop specialized strategic plans that use social methods to achieve real business objectives.<br />Clients and agencies should partner deeply to create and execute a cohesive social media strategy across all campaigns<br />What we call “social media” will soon simply be called “business”<br />Strategic Plans<br />Social Snapshot<br />Competitive Analysis<br />Social Persona<br />Message Testing<br />7/27/11<br />20<br />Our strategies drive…<br />
  21. 21. #4 - EngagementUnleashes Social<br />The end-to-end solution requires executing the strategy and engaging your audience directly & regularly.<br />Actively engage in influencer outreach, blogger relations, profile management, content seeding, and monitoring.<br />Find brand supporters and turn them into champions. <br />Champions Program<br />Blogger Relations<br />Influencer Outreach<br />Channel Mgmt<br />Content Creation<br />Crisis Management<br />Video Seeding<br />Social PR<br />7/27/11<br />21<br />We are our brands online…<br />
  22. 22. HardieTankersley - FOX<br />7/27/11<br />22<br />
  23. 23. Fun Facts<br />7/27/11<br />23<br />FOX has two of the most liked pages on Facebook: -Family Guy (#9)-The Simpsons (#14)<br />Family Guy has more Facebook Fans than Justin Bieber.<br />You would need 17 Yankee Stadiums to hold Glee’s Twitter followers.<br />President Obama has ~10 million fewer fans than The Simpsons<br />
  24. 24. FOX By the Numbers<br />7/27/11<br />24<br />
  25. 25. Glee<br />7/27/11<br />25<br />Started early<br />It’s important to be first<br />Launched with a “biggest fan contest”<br />Lots of great content<br />Main characters have a presence<br />Social sponsor integrations with AmEx, GM<br />Facebook<br />Averages 1 million incremental fans a month.<br />15 million fans at the end of June.<br />Post views since January: 2,042,739,639<br />Twitter<br />Over 4 million new followers since January.<br />
  26. 26. 7/27/11<br />26<br />Facebook:<br />902% Post View Change MoM in June<br />Over 7 million post views <br />Twitter:<br />93% increase in followers in June<br />1.4 million total RT reach in June<br />Premiered in March<br />Miso app interactivity, polls, questions, pick’em, sharing<br />Live Tweet Alongs with Gordon Ramsey have been the main driver ofnew Facebook fans, Twitter followers and social engagement.<br />Lesson: fans crave real connection<br />
  27. 27. X FACTOR<br />7/27/11<br />27<br />Premier: Sept 2011<br />YouTube<br />Premiere video saw 680k views in first week <br />Facebook:<br />[XX]<br />Twitter<br />[XX]<br />The X Factor will be a hugely social show<br />Big traffic so far for a show that hasn’t started yet<br />YouTube auditions<br />X Factor World Premiere Video debuted on July 12 during MLB All-Star Game. <br />With GetGlue check-in sticker rewards<br />
  28. 28. Keys to Success on Facebook<br />Everything is content. No spam.<br />Everything is interactive, sharable<br />Timeliness matters<br />Leverage the culture stream<br />Activate the fans<br />Manage interaction rates closely!<br />7/27/11<br />28<br />
  29. 29. 7/27/11<br />29<br />Tweet like you mean it!<br />16 active Twitter handles<br />Tweets with links to videos and fan participation have the highest RT volume.<br />Be authentic<br />People are more popular than brands<br />A little promoted tweet can’t hurt to build audience<br />
  30. 30. Build a Channel<br />7/27/11<br />30<br />YouTube as a hub can drive traffic back to a site<br />Links and metadata are important<br />Great share-ability<br />Top YouTube video on Glee: Forget You with GwenythPaltrow: 22.9 Million<br />Hits: Family Guy’s Bird is the Word is 30% of Fox Broadcasting’s channel plays<br />Complicated ad and revenue model<br />
  31. 31. Top 5 Learnings<br />Content is King<br />Give the Fans something to talk about<br />Make it easier for fans to find your channels (on air mentions)<br />Guest judges and celebrity performers increase fans/followers<br />Live tweet chats, polls, and contests increase engagement and fans<br />7/27/11<br />31<br />
  32. 32. Questions?<br />7/27/11<br />32<br />