ESPN radios Mike and Mike needed a strategy and technology to activate, engage and grow their Twitter social audience. oneQube helped them organically grow their audience 2x in one year, and increase engagement significantly.

1. Au
“The power of social broadcasting…

2. oneQube’s
opened
our
eyes
to
the
power,
importance
and
possibilities
of
our
social
media
audience
for
ESPN
radio
and
the
Mike
&
Mike
Show.
“
Mo
Davenport
SVP
ESPN
Radio
Au
IT’S
ALL
ABOUT
ENGAGEMENT
ESPN’s
Mike
&
Mike
is
a
leading
national
sports
talk
radio/tv
show.
Despite
their
massive
terrestrial
reach,
they
were
having
challenges
competing
with
local
shows
that
had
very
active
social
audiences
on
Twitter.
The
show
was
challenged
in
activating
their
social
following
at
scale.
Growth
was
stagnant,
engagement
was
lackluster
-­‐
with
a
scattershot
approach
that
yielded
minimal
results.
It
took
four
years
to
build
426,000
Twitter
followers.
They
didn't
use
the
#MikeandMike
hashtag
or
social
calls
to
action
on
air,
engaged
their
audience
or
trend.
With
an
average
1,900
social
audience
participants
per
show,
and
no
idea
who
they
or
their
influencers
were,
or
how
to
analyze
them
in
real-­‐time
during
the
show.
HOW
#MikeandMike
SCALED
We
embedded
as
their
social
producer
for
6
months
to
develop
and
execute
a
strategy
that
could
be
handed
off
to
the
ESPN
team.
We
developed
the
brand
hashtag
strategy
then
switched
having
audience
members
from
texting,
to
tweeting
their
questions
using
#MikeandMike
to
be
able
to
track
and
attract
more
audience.
SocialQube
databased
the
audience
of
the
stations,
show,
hosts,
competitors
and
leagues
were
the
audience
engaged.
SocialQube’s
LiveAnalytics
analyzed
the
real-­‐
time
audience
allowing
us
to
create
and
connect
content
to
the
live
audience
and
influencers,
and
helped
the
producers
see
their
audience
interactions
and
sentiment
during
the
show
vs
looking
at
a
stream.
#MikeandMike
activated
their
social
audience
before
a
show
by
mining
the
social
databases
for
fans
related
to
the
upcoming
shows
content.
They
also
engaged
and
interacted
with
their
audience
during
the
show,
and
drive
audience
to
their
post
show
content
on
the
web
site.
to
generate
impressions
and
video
views.
Audience
Services
SocialQube
RESULTS
Every
aspect
of
their
organic
audience
size,
reach,
traffic
and
ratings
increased.
420%
engagement
increase
in
the
1st
4
months.
426,000
followers
grew
to
980,00
all
organic
in
12
month.
1,900
social
audience
participants
grew
to
20,000+
#MikeandMike
trended
regularly.
When
they
wanted
to
trend.

6. AUDIENCE
COMMERCE
CONTENT
COMMUNITY

7. AUDIENCE DEVELOPMENT REDEFINED
Intelligent audience automation to develop relevant, organic audiences.