How to Empower Your Digital "SuperFans" to Drive Offline Engagement

1,256 views

Published on

"Involve the fans" is the sine qua non of digital marketing today. But to date, these participation opportunities have been limited. What happens if you let brand advocates all the way into the tent? In this presentation Josh Richman of WGN America, Tribune Broadcasting's national cable network, and Keith Blanchard of Story Worldwide, show how you can drive offline behavior through digital by involving advocates in the creation of content, and curating the digital communities that form around it.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,256
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
20
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

How to Empower Your Digital "SuperFans" to Drive Offline Engagement

  1. 1. RISE OF THE SUPERFANSGrowing TV Audience By Empowering Digital Communities
  2. 2. WE’RE PUTTING SUPERFANS ON TV.
  3. 3. TODAY’S PLAYLIST• The Partnership and Our Challenge• The Superfan Strategy• Handing Over (Gulp!) The Keys• Results and Next Steps• Q&A
  4. 4. The PARTNERSHIP.How Superstation WGNA and Story Worldwide came together.
  5. 5. the DIGITAL AGENCY with an EDITORIAL DEPARTMENT.
  6. 6. we create CONTENT people want to SHARE.
  7. 7. the SUPERFAN STRATEGY.How to involve brand fans, create engaging content with them,and thereby arm them to become powerful advocates.
  8. 8. FOR FANS, FAME is the ULTIMATE CURRENCY.
  9. 9. INFLUENCER TARGETINGWe proposed a three stage effort to draw the crowds. SUPER FANS create the good stuff CASUAL FANS spread the news POTENTIAL FANS kick back and enjoy25 SuperFans with 1000 followers, who themselves each have 130 friends = potential audience of 3.25 million.
  10. 10. Step 1: Kick offSUPERFANRELATIONSHIPS
  11. 11. Step 2: CreateORIGINAL,SHAREABLECONTENT
  12. 12. Step 3: Launch andsupport casual fanSOCIAL HUBS
  13. 13. Step 4: Ignite andsustain multipleMEANINGFULCONVERSATIONS
  14. 14. WHAT WE LEARNED RIGHT AWAY• Superfans don’t want to work for an advertiser…they want to play with other creative people. Editorial outreach works.• Casual fans love to be heard and responded to, and they love and finding one another. They can be a surprisingly cohesive unit.• In the context of a fan hub, fans appreciate tune-in information as real user service, not sponsor messaging to be suffered.
  15. 15. HANDING OVER the KEYS.How putting this theory into action quickly led us to new andexciting ways to involve the fans with the shows they love.
  16. 16. SHOW BY SHOW, WE’RE ESTABLISHING DIGITAL CONVERSATIONS.
  17. 17. ON-AIR PROVIDES TUNE-IN INFO, AND DRIVES TO DIGITAL.
  18. 18. ONLINE, FAN-BASED FILMS ARE SHAREABLE CONVERSATION STARTERS.
  19. 19. HIMYM FANS WHO SENT INMOTHER’S DAY TWEETSCOULD TUNE IN TO SEE IFTHEIRS MADE IT ON-AIR.
  20. 20. THROUGH SOCIAL MEDIA,FANS ARE INVITED TODECIDE THE LINEUP OFSHOW MARATHONS.
  21. 21. THE WGNA DIGITAL COMMUNITY SO FARGROWTH POTENTIALIn six months, we’ve gathered 300,000 fans of one show, and have a clearunderstanding of the cost to get there…and to grow to 500k, 1m, and beyond.EXPANDABILITYWe’ve begun the effort with How I Met Your Mother and 30 Rock; other keyshows to follow. We will deploy different content strategies for each.ENGAGEMENTThrough constant conversation monitoring and real-time responding, we’vecreated real engagement and a motivated, self-reinforcing community.PRODUCTIVITYThe size of the test case makes it hard to see just how much we’re moving theneedle on audience tune-in. But anecdotal evidence is gathering…
  22. 22. RESULTS and NEXT STEPS.How it’s working so far…and where we’re taking the program in2012 and beyond.
  23. 23. ANECDOTALLY, weseem to be DRIVINGOFFLINEBEHAVIOR“Some of our bestMother numbers ever—Sunday reached its highestA18-34 and A18-49 telecaststo date!” —Lisa Gilbert, audience monitor at WGNA
  24. 24. SCALING THE EFFORTYear 1 was about gathering each target show’s casual fans into a responsive, growing community of potential behavior drivers.Year 2 is about arming that casual fan base to influence their friends and followers…and multiply our potential viewers a hundredfold.
  25. 25. AND SPONSORS CAN JOIN THE PARTY!Brands can partake in meaningful conversation with an active and engaged target audienceBranding “organically” in a social context allows for enhanced engagement & instant feedback
  26. 26. HOW YOU CAN JOIN THE CONVERSATIONPrograms on WGN America offer partners many “meaningfulconversation” opportunities by aligning existing in-programproduct placement with relevant social marketing themes
  27. 27. END OF STORYSMILE IF YOU LIKED IT!Josh RichmanVice President, Marketing,WGN AmericaJoRichman@tribune.comKeith BlanchardGroup Creative Director,Story WorldwideKeith.Blanchard@storyworldwide.com

×