hello.
We are social
we are a
conversation agency
Built from the
ground

up

We’re a new kind of agency built for the
age of social media.
380 staff in 8 offices around the world
London
Munich
Paris
New York
Milan

Singapore

São Paulo

Sydney

we are social
4
We help brands
listen
understand
engage

…in conversations.
we are social
The Final Season
GO BIG OR GO HOME
we are social
A completely fanatical audience

we are social
So fanatical, they refer to themselves as addicts

we are social
We knew they’d
be talking…

we are social
We knew they’d
be talking…
So how did we get them talking even
more?
we are social
#BBaddict
The more you give, the more you get.

we are social
#BBaddict
Incentivizing fan engagement

we are social
we are social
we are social
we are social
we are social
Limitations
Moving at the speed of everybody else

we are social
No advanced scripts, screenings or plot
points
We watched the season unfold in real time with everyone else

we are social
Weekly team brainstorms
analyzed top themes, quotes and characters
to inform each week’s strategy

we are social
Tapping into existing conversations by creating content
based on topics fans were already talking about

we are social
we are social
And creating original content that surprised and delighted
our fans

we are social
we are social
Our #AwkwardGuacamole post became a part of the
zeitgeist of the show, setting the standard for how fans
referred to a piv...
The Final Episode
In the days before the series finale,
AMC aired a Breaking Bad marathon

we are social
We pulled out all the stops to take
advantage of this momentous event
and drive tune-in

we are social
We recruited some of the biggest

Breaking Bad fanatics
to live-tweet the marathon to their over

1.8M followers

we are s...
We gave our fans multiple ways to
say #GoodbyeBreakingBad leading up to the finale

we are social
And let our fans say goodbye to each character of this amazing
series
WALT

JESSE

HANK

SKYLAR

SAUL

WALTER JR.

MARIE

...
we are social
Results

Nearly

125,000

We Are Social
content received

DOUBLE
D

BBADDICTS

150%

Twitter
followers

Over

in the first...
Thank you.
leila@wearesocial.com
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The Second Screen: Connect Your Fans -- Leila Thabet, We Are Social US (Breaking Bad)

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realtime marketing business use case by Leila Thabet (@TweetingLeila), Managing Director, We Are Social US (Breaking Bad) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.

Published in: Social Media, Technology, Business
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  • OUR NAME SAYS A LOTSUMS UP EXACTLY WHAT WE DO
  • Scripts, plot details kept under tight lock and key – sometimes even our clients weren’t in the loop on what would happen!
  • Our “awkward guacamole” post became a part of the culture of the show, becoming the way people refer to a pivotal scene of the series.
  • iJustine, Steve Zaragoza, Richard Ryan, Rob Fee
  • The Second Screen: Connect Your Fans -- Leila Thabet, We Are Social US (Breaking Bad)

    1. 1. hello. We are social
    2. 2. we are a conversation agency
    3. 3. Built from the ground up We’re a new kind of agency built for the age of social media.
    4. 4. 380 staff in 8 offices around the world London Munich Paris New York Milan Singapore São Paulo Sydney we are social 4
    5. 5. We help brands listen understand engage …in conversations.
    6. 6. we are social
    7. 7. The Final Season GO BIG OR GO HOME we are social
    8. 8. A completely fanatical audience we are social
    9. 9. So fanatical, they refer to themselves as addicts we are social
    10. 10. We knew they’d be talking… we are social
    11. 11. We knew they’d be talking… So how did we get them talking even more? we are social
    12. 12. #BBaddict The more you give, the more you get. we are social
    13. 13. #BBaddict Incentivizing fan engagement we are social
    14. 14. we are social
    15. 15. we are social
    16. 16. we are social
    17. 17. we are social
    18. 18. Limitations Moving at the speed of everybody else we are social
    19. 19. No advanced scripts, screenings or plot points We watched the season unfold in real time with everyone else we are social
    20. 20. Weekly team brainstorms analyzed top themes, quotes and characters to inform each week’s strategy we are social
    21. 21. Tapping into existing conversations by creating content based on topics fans were already talking about we are social
    22. 22. we are social
    23. 23. And creating original content that surprised and delighted our fans we are social
    24. 24. we are social
    25. 25. Our #AwkwardGuacamole post became a part of the zeitgeist of the show, setting the standard for how fans referred to a pivotal scene of the series. we are social
    26. 26. The Final Episode In the days before the series finale, AMC aired a Breaking Bad marathon we are social
    27. 27. We pulled out all the stops to take advantage of this momentous event and drive tune-in we are social
    28. 28. We recruited some of the biggest Breaking Bad fanatics to live-tweet the marathon to their over 1.8M followers we are social
    29. 29. We gave our fans multiple ways to say #GoodbyeBreakingBad leading up to the finale we are social
    30. 30. And let our fans say goodbye to each character of this amazing series WALT JESSE HANK SKYLAR SAUL WALTER JR. MARIE TODD we are social
    31. 31. we are social
    32. 32. Results Nearly 125,000 We Are Social content received DOUBLE D BBADDICTS 150% Twitter followers Over in the first month, who achieved 21 million points we are social more engagement than any content than had been produced for the show Increased fans by In two months 1,400,00 0 Across all platforms
    33. 33. Thank you. leila@wearesocial.com

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