This document summarizes key findings from focus groups with Warner Bros. interns about their social media use and engagement. The focus groups discussed the most used social media platforms and how usage differs across platforms. Snapchat was identified as the most personal platform, where content doesn't last forever. Instagram was viewed as a curated highlight reel where effort is put into visuals and captions. Facebook was considered more of a necessity but was less preferred after friends and family joined. Opportunities for Warner Bros. properties to expand their social media reach include understanding the unique posting strategies and audiences of each platform.

1. Warner Bros. Summer 2015 Intern Focus Groups
Emma Behrens, Ellen Morgan & Sam Park
SOCIAL MEDIA
USE & ENGAGEMENT
INTERNS
f r o m t h e

2. The
Millennial
Social
Media
Landscape
Sources: Instagram.com/Press, Newsroom.fb.com, ComScore, Snapchat.com/ads 2
TOTAL
MONTHLY USERS
% OF USERS
A18-34
1.49B 38%
300M 49%
DAILY USERS
100M* 71%

3. Which social media platforms
millennials are using and why
How posting differs from platform to platform
How millennials engage with
brands and content on
these various platforms
What We Wanted To Find

4. What We
Did
Two Focus Groups
On Tuesday, August
4th
• Composed of interns
in various
departments at
Warner Bros.
• One all-female group,
one mixed-gender
group
Discussed why they ranked certain platforms,
the different uses of each one, and how brand
interactions differ based on platform
Create A List Of Their
Most-Used Social Media
Platforms
• Platforms included:
Facebook, Twitter,
Tumblr, Snapchat,
Instagram, LinkedIn,
Pinterest, Vine, Reddit

5. #1
#2
#3
Most Used
Platforms
#1t
FACEBOOK became
unattractive to me
when my parents
and the older
generation realized
they can find
people…. Now I
don’t want anything
to be on
Facebook….My
SNAPCHAT is where
I post whatever I
want without being
reprimanded for it.
“

6. SNAPCHAT is very
personal. You can see
what friends are doing at
the exact moment– but it
doesn’t last forever.”
“

7. IMPORTANCE
• An instantaneous tool to
communicate
• Personal/intimate interactions
between friends
• Less pressure due to “24 hour rule”
SNAPCHAT
411
Story: A personal narrative created
by users uploading photos and video;
visible by their friends for 24 hours
Live Story: Curated collections of
images and videos posted from different
events; these stories are available the
duration of the event, viewable to
Snapchatters everywhere
Discover: A collection of short
videos from different networks and
news sources. Some brands on
Discover include People, Cosmopolitan
and Buzzfeed
DO
Watch (live) stories
Post without filters
Expect posts to be
“forgotten”
Send ugly selfies DON’T
Screenshot
Re-post

8. Snapchat I don’t
really care, but
INSTAGRAM I’ll
put in 10
minutes to
figure the post
out -- which
filter is right.
“

9. IMPORTANCE
• Serves as a curated “highlight reel” of
your life
• Easy to consume
• Visual tool to discover new things
• Sense of validation that comes from
likes and followers
INSTAGRAM
DO
Post “highlights”
Put time and effort
to have the right
caption and filter
DON’T
Post “multiples”
Post videos

10. A lot of people use
FACEBOOK because
they have to. I’m on it
because it’s where my
sorority posts things.
Some people post things
because people share it
because they want to
share it to their family on
the east coast.
“

11. IMPORTANCE
• Necessity to have
• Organizational tool
• Birthdays, events, groups
• Creating an appropriate image of self
and life
FACEBOOK
DO
Post macro life-events
Post family-related
Use to organize and hear
about events
View a person’s life
DON’T
Post micro life-events
Post “questionable” material
Spam friends with posts
Post private messages on
other’s walls

12. “As soon as Instagram
added videos, I knew
Vine wasn’t going to
work out. I find Vine as
more of a comical type of
thing. They have
compilations on YouTube
so I’ll just watch that really.”
“It’s like Snapchat
but with words.
The older I get
the less I use it
for entertainment
purposes”
“I used it a lot when I
was going from 8th
grade to high
school -- I’ve heard
that there are a lot of
fandoms on there.
Twilight fans, comic
book fans”
Platforms With
Declining
Importance In
Our Age Demo
Platforms
With Niche
Markets
Sources: Pew Research Center. 12
“My number one social media platform
isn’t really social. It’s Pinterest. It’s
where I really like to look through. I
don’t even consider it a social media.
It’s just an inspiration board.”
Largest demo
M19-29
(15%)

13. Brand Success of Social Media
Focus Group Findings
• Live Stories create most authentic experience for
viewers
• Discover isn’t used by respondents– these users only
want to follow direct friends
• Good for short video content
Sources: Trendera, “Digital Download,” 2015. & Millward Brown Ditigal 13
8% millennials willing to
hear from brands
brand
engagement +108%
5% millennials willing to
hear from brands
saw movie
ad were 3x more likely to
see the movie
Focus Group Findings
• Ads must be artistic, similar in
style to native accounts
• Avoid seeming intrusive, very
personal space

14. Brand Success of Social Media
Focus Group Findings
• Opportunity for interaction
• Be engaged and responsive
• Have a “personality”
Sources: Trendera, “Digital Download,” 2015. 14
37% millennials willing to
hear from brands
brand
engagement +27%
Focus Group Findings
• Respondents don’t view brand
interaction as invasive
• Facebook fan pages
• Targeted ads
brand
engagement +32%

15. Opportunities & Implications for WB
2. Understand The Posting
Strategies Of Each Platform
And Adhere To Its “Unwritten
Rules”
• Opportunity to build custom
content for specific platforms
1. Know Your Social Media Platforms
And Their Audiences
• Possibility to reach younger
audience where they’re already
consuming media
• Millennials are heavily engaged
on social media
• Social media reaches an audience
not watching linear TV
They [SNAPCHAT] have a massive
audience that’s passionate and engaged,
but it’s not one that CNN is reaching on a
day-to-day basis.“ ANDREW MORSE
CNN Digital General Manager
Room For All
Warner Bros. Properties To
Expand Their Social Media
Reach!