Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand
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Wells Fargo presented a case study on their real-time social media marketing campaign during the 2014 FIFA World Cup in Brazil. They leveraged social listening and engagement around Mexican National Team matches to drive awareness of Wells Fargo sponsored viewing parties and products. Wells Fargo also promoted MLS players participating in the World Cup through post-game infographics. Their real-time command center allowed for quick creative responses on social media during matches. The campaign saw high engagement rates across platforms and set several engagement records for their Twitter account. Lessons learned included the importance of flexibility and teamwork for real-time social marketing.
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Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand
- 1. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings Wells Fargo Julie Milbrand Real-time social marketing: Futbol in Brazil
- 2. Case Study: Real Time Social Marketing: Futbol in Brazil Julie Milbrand SVP, Enterprise Social Media Julie.A.Vaughan@Wellsfargo.com February 4, 2015
- 3. Wells Fargo Social Properties 1
- 4. Social Media Command Centers 2
- 5. Campaign Build a Network of Advocates Deliver Personalized Exchanges Social Strategies Campaign Objective Drive Awareness and Engagement around Soccer Sponsorships and Convenience & Access DRIVE CHECKING CONSIDERATION Establish an Integrated Content Plan Meet Millennials at Every Touchpoint Understand Millennial Needs Soccer (MLS/FMF) Social KPIs BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer Increased Rate of Engagement With Soccer Content and Experiences Moments that Reinforce Soccer & #GettingItDone Social Lens Soccer | Social Approach 3
- 6. Social media records set during the tournament 4 Source: http://www.bbc.com/news/blogs-trending-28295898 Twitter During final match, a new record was set for # of tweets per minute - 618,725 Most talked about sports game ever was #BRAvsGER with 35.6M tweets Facebook First ever event generating 1B interactions (sporting or otherwise) Final tally: 350M people participated in 3B total interactions
- 7. DRIVE CHECKING CONSIDERATION FMF • Social Listening - Actively listened and engaged in social before, during and after the key Mexican National Team matches • Local Events - Drove local awareness around Wells-Fargo sponsored viewing parties through geo-targeted social posts • Captured real-time fan images • Encouraged use of #GettingItDone tag at experiential activations • Real time marketing – Inaugural RTM in Command Center featured real-time content and post-game infographics around soccer passion points • Facebook, Twitter, G+ • Entertaining tweets and responses to fans • Leveraged pre-approved design templates and conversation themes to efficiently create and publish content MLS • Supported 20+ MLS players on national teams in Brazil by creating post-game infographics around which players were #GettingItDone • Demonstrated ongoing MLS partnership by promoting #ForClubandCountry hashtag Social Media Overview - Mexican National Team (FMF) & Major League Soccer (MLS) in Brazil 5
- 8. 6 Day of Match: 100-200 minutes 2 days prior Geo-targeted social posts for Wells Fargo sponsored local viewing parties San Francisco Command Center takeover for live Mexico matches Live content transfer from local viewing parties Real-time creative based on #GettingItDone game stats, local viewing parties, trending hashtags Finite interest- based targeted for paid amplification Fan engagement around FMF and MLS player excitement FMF: Real-Time Social
- 9. FMF: Geo-Targeted Social Posts 7
- 11. • Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in 2007 • Lowest CPE of any current campaign with paid amplification • Paid interest targeting and relevant content reached millennial soccer fans where they spend time Game 3 1,380 Engagements Game 2 602 Engagements Game 1 377 Engagements FMF Highlight: Twitter 9
- 13. •91% of all mentions were from Twitter •Includes comments/replies to WF posts 1500+ mentions •Sentiment was mostly neutral •Anti-American and Anti- Mexican comments were hidden by platform managers and not included in negative sentiment calculations 4% positive 93% neutral 3% negative sentiment •29% paid •Includes 47 Tweets, 20 Facebook posts, and 11 Google+ posts 78 posts •50% paid •58% on Twitter and 42% from Facebook 8M impressions •94% paid •Strong engagement rates: • Facebook: >3X engagement rate from previous month • Twitter: >1.5X engagement rate from previous month 53K engagements 11 Brazil Soccer Results
- 14. Team ESM marketing lead ESM listening & moderation 4 ESM platform managers 4 risk, legal & compliance partners 3 EM sponsorship leads 2 Digital Marketing Team consultants 9 Social and Media Buying Agency partners 24 Core Team Members! It took a village…and lots of planning 12
- 15. Key learnings Real time isn’t really real time – plan ahead for all potential scenarios Be flexible and ready for shifts in plan/content while activating Join the conversation Teamwork makes the dream work 13
- 17. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings