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
    2. 2. WHAT’S UP FACEBOOK FANS!!!!
    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 Bit.ly 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>

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