Travel Channel's Social Media Trifecta


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Travel Channel Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement and Launching Viral Applications. Presented by James Clark, co-founder of Room 214

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  • This is based on Forrester Research – Good Resource is to review the book Groundswell
  • The monitoring tool screenshots seen here are from Radian6
  • This buzz graph is from a platform called Sysomos.
  • The Facebook mining comes from Unbound Technology
  • Room 214 leveraged Viddler for custom video shoutouts
  • Room 214 used the Kyte platform for the live video chats
  • Room 214 uses: TweetDeck and CoTweet to manage and run Travel Channel’s Twitter accounts. Top iPhone mobile apps are: Tweetie and Twitterfon
  • Room 214 uses Clearspring as it Widget distribution platform
  • The Private Community is based on Communispace
  • Travel Channel's Social Media Trifecta

    1. 1. Travel Channel Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement to Launching Viral Applications
    3. 3. What Comes First? Platforms People or
    4. 4. POST PROCESS <ul><li>P – People </li></ul><ul><ul><li>Influencer ID </li></ul></ul><ul><ul><li>Target Segmentation </li></ul></ul><ul><li>O - Objectives </li></ul><ul><ul><li>Listen or Talk with Audience? </li></ul></ul><ul><ul><li>Support or Energize to Evangelize to Others? </li></ul></ul><ul><ul><li>Collaboration? </li></ul></ul><ul><ul><li>Pick the Objective Before the Technology </li></ul></ul><ul><li>S – Strategy </li></ul><ul><ul><li>Closer 2-way relx with audience? </li></ul></ul><ul><ul><li>Talking about our shows? </li></ul></ul><ul><ul><li>Community for testing? </li></ul></ul><ul><li>T – Technology </li></ul><ul><ul><li>Blog, Facebook, Digg, YouTube, MySpace </li></ul></ul><ul><li>P </li></ul>O <ul><li>S </li></ul><ul><li>T </li></ul><ul><li>POST – Forrester Research Methodology </li></ul>
    5. 5. Breaking it Down
    6. 6. Monitor <ul><li>Online Conversation Tracking Based On: </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Travel Channel brand </li></ul></ul><ul><ul><li>Show names </li></ul></ul><ul><ul><li>Host names </li></ul></ul><ul><ul><li>TC executives </li></ul></ul><ul><li>Workflow </li></ul><ul><ul><li>Response to topic-related posts </li></ul></ul><ul><ul><li>Filtering for engaged influencers </li></ul></ul><ul><li>Insights </li></ul><ul><ul><li>Conversational trends </li></ul></ul><ul><ul><li>Topic comparisons </li></ul></ul><ul><ul><li>Discussion clouds </li></ul></ul>
    7. 7. Influencer ID <ul><li>Objective </li></ul><ul><ul><li>Improve interaction and viral distribution of TC content </li></ul></ul><ul><ul><li>Target “behind-the-scenes” influencers who most affect viewing decisions </li></ul></ul><ul><ul><li>These influencers rarely contacted or targeted by marketing </li></ul></ul><ul><ul><li>Have large influential online presence </li></ul></ul><ul><li>Outcome </li></ul><ul><ul><li>Improve awareness of TC content increasing the likelihood of positive advocacy </li></ul></ul><ul><ul><li>New routes to market via influencers </li></ul></ul><ul><li>Process </li></ul><ul><ul><li>ID via monitoring tools </li></ul></ul><ul><ul><li>Establish 1-to-1 relationship </li></ul></ul><ul><ul><li>Understand their views and willingness to participate </li></ul></ul>
    8. 8. Facebook/MySpace Mining <ul><li>Mine Fans of Competitive Shows on Facebook </li></ul><ul><ul><li>Create Affinity Maps </li></ul></ul><ul><ul><li>Who has large influential online presence </li></ul></ul><ul><li>Affinity to Travel Channel </li></ul><ul><ul><li>Look at pre-existing groups </li></ul></ul><ul><ul><li>Overlay competitive maps to Travel Channel Groups </li></ul></ul><ul><li>Target Outreach </li></ul><ul><ul><li>Establish 1-to-1 relationship </li></ul></ul><ul><ul><li>Understand their views and willingness to participate </li></ul></ul>
    9. 9. Pick the Platforms <ul><li>Travel Channel Brand and Fan Pages </li></ul><ul><li>Facebook pages </li></ul><ul><li>MySpace pages </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Blog Sites </li></ul>
    10. 10. Influencer Outreach <ul><li>One to One Communication </li></ul><ul><ul><li>Sneak Peaks </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Live Events </li></ul></ul><ul><ul><li>Video Embeds </li></ul></ul><ul><ul><li>Show Merchandise </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><li>Ghost Adventures </li></ul><ul><ul><li>Online WOM Only </li></ul></ul><ul><ul><li>2 nd Most Successful New Show Launch in Travel Channel history </li></ul></ul>
    11. 11. Connecting with Hosts Fans want to engage directly with the show talent. Nothing drives WOM like it!!!
    12. 12. Custom Video Messages
    13. 13. Live Chats <ul><li>One-to-Many-to-One </li></ul><ul><ul><li>Fan participation </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Behind the scenes </li></ul></ul><ul><li>Drive Viral Awareness </li></ul><ul><ul><li>Fans can embed live chat player directly into site </li></ul></ul><ul><ul><li>Facebook events drives awareness </li></ul></ul>
    14. 14. Twitter <ul><li>Host Updates </li></ul><ul><ul><li>When traveling </li></ul></ul><ul><ul><li>On location </li></ul></ul><ul><ul><li>Behind the scenes </li></ul></ul><ul><li>Differentiate with Photos </li></ul><ul><ul><li>Train hosts on mobile applications such as TwitterFon </li></ul></ul><ul><ul><li>Upload photos </li></ul></ul><ul><ul><li>Respond to fans </li></ul></ul><ul><li>Track Everything </li></ul><ul><ul><li>Custom links </li></ul></ul><ul><li>Total Followers </li></ul><ul><ul><li><<insert followers>> </li></ul></ul>
    15. 15. Extension <ul><li>Without new experiences, something inside of us sleeps. </li></ul><ul><li>The sleeper must awaken </li></ul><ul><li>Frank Herbert </li></ul>
    16. 16. Widgets <ul><li>Viral Distribution </li></ul><ul><ul><li>100s of platforms </li></ul></ul><ul><ul><li>Ongoing visibility with active influencers </li></ul></ul><ul><ul><li>More content than :30 video clips </li></ul></ul><ul><ul><li>Trackable </li></ul></ul><ul><li>Visibility </li></ul><ul><ul><li>4 Widgets </li></ul></ul><ul><ul><li>1.9 million views </li></ul></ul><ul><ul><li>1.2 million unique visitors </li></ul></ul><ul><ul><li>4,500 installs </li></ul></ul><ul><li>Cross Promotions </li></ul><ul><ul><li>Drive visibility for Sweepstakes </li></ul></ul><ul><ul><li>Mobile Fan Club </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Games </li></ul></ul>
    17. 17. Kidnap! <ul><li>Viral Game </li></ul><ul><ul><li>Drive interest and traffic to Travel Channel </li></ul></ul><ul><ul><li>Not about the shows </li></ul></ul><ul><li>Game Theory </li></ul><ul><ul><li>Leaderboards </li></ul></ul><ul><ul><li>Points </li></ul></ul><ul><ul><li>Rankings </li></ul></ul><ul><li>Visibility </li></ul><ul><ul><li>1.8 million active users </li></ul></ul><ul><ul><li>232 million “Naps” </li></ul></ul><ul><li>Kidnap! built by Rapp Collins </li></ul>
    18. 18. Private Community <ul><li>High-Touch </li></ul><ul><ul><li>Facilitation inspires trust and helps community members feel valued </li></ul></ul><ul><ul><li>Drives higher quality insights, greater interaction and candor </li></ul></ul><ul><li>Influencer Recruitment </li></ul><ul><ul><li>Travel Channel Influencers </li></ul></ul><ul><ul><li>Non-Travel Channel influencers </li></ul></ul><ul><li>Community built on Communispace </li></ul>
    19. 19. What We Got <ul><li>Understanding Affinities </li></ul><ul><ul><li>Connection between fans and shows </li></ul></ul><ul><li>Building the Tribe </li></ul><ul><ul><li>Who our fans and followers are </li></ul></ul><ul><li>Feedback on Shows </li></ul><ul><ul><li>What’s working, what isn’t </li></ul></ul><ul><li>New Advertising Revenue </li></ul><ul><ul><li>Better data to engage potential advertisers </li></ul></ul><ul><ul><li>More traffic to website for current advertisers </li></ul></ul><ul><ul><li>Large and growing installed fan base to leverage insights for ad programming </li></ul></ul><ul><li>Launch Platform </li></ul><ul><ul><li>Quickly inform on new shows and apps </li></ul></ul><ul><li>Image provided by Rapp Collins </li></ul>
    20. 20. Results in 6 Months <ul><li>Social Media Traffic Drivers </li></ul><ul><ul><li>Facebook Top 10 Referring Source </li></ul></ul><ul><li>Fan Base </li></ul><ul><ul><li>375,000 Community Members </li></ul></ul><ul><ul><li>1.8 Million Kidnap! Users </li></ul></ul><ul><li>Fan Base </li></ul><ul><ul><li>375,000 Community Members </li></ul></ul><ul><ul><li>1.8 Million Kidnap! App Users </li></ul></ul><ul><ul><li>350,000 Uniques to “I Have The Bug” </li></ul></ul><ul><ul><li>81,000 Hungry for More App Users </li></ul></ul><ul><ul><li>Over 40,000 online conversations about Travel Channel </li></ul></ul><ul><ul><li>80% Positive Sentiment </li></ul></ul><ul><ul><li>150 – 1,500 Live Chat Participants </li></ul></ul>
    21. 21. Questions? <ul><li>James Clark, Room 214 </li></ul><ul><li>Twitter: @jamesoclark </li></ul><ul><li>Twitter: @room_214 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>303-444-9214 x100 </li></ul>