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Billboard’s social content strategy
Katie Morse (@misskatiemo)
• WHAT IS BILLBOARD?
• WHERE ARE WE?
• GOALS
• DECISION-MAKING PROCESS
• RESULTS: 2013 BILLBOARD MUSIC AWARDS
AGENDA
WHAT IS BILLBOARD?
WHAT IS BILLBOARD?
• CHARTS
• TRADE MAGAZINE
• CONSUMER WEBSITE
• INDUSTRY WEBSITE
• MOBILE APPS
• CONFERENCES
• CONSUMER EVENTS
• MUSIC AWAR...
WHERE ARE WE?
OUR STORY
Facebook: 363,538 fans
Biz Facebook: 13,741
Instagram: 10,563 followers
Twitter: 261,847 followers
Biz Twitter: ...
OUR STORY
Facebook: 948,272 fans
Biz Facebook: 36,067
Latin Facebook: 15,121
Instagram: 414,574 followers
Foursquare: 22,9...
GOALS
GOALS
• DRIVE INCREMENTAL REVENUE
• IMPROVE THE BRAND EXPERIENCE
• DEVELOP AND INTERACT WITH THE GLOBAL
BILLBOARD COMMUNITY
DECISION-MAKING PROCESS
DECISION-MAKING PROCESS
• WHAT IS THE CONTENT?
• WHAT OWNED OUTPOST DOES IT BEST FIT WITH?
– ASSETS
– ANALYTICS
– TRENDS
–...
DECISION-MAKING PROCESS
CASE STUDY
THE 2013 BILLBOARD MUSIC AWARDS
CASE STUDY: THE 2013 BBMA’S
• WHAT WERE OUR GOALS?
• WHAT PLANNED CONTENT EXISTED?
• WHICH PLATFORMS DID WE USE?
• WHAT WA...
CASE STUDY: THE 2013 BBMA’S
GOALS
• EXTEND THE BRAND EXPERIENCE
• DRIVE TUNE-IN
• LEVERAGE OUR NETWORK OF BBMA-RELATED ART...
CASE STUDY: THE 2013 BBMA’S
CONTENT
• VIDEO
• CONSUMER AND BUSINESS ARTICLES
• VOTING
• PHOTO GALLERIES
• BROADCAST
• PRINT
CASE STUDY: THE 2013 BBMA’S
DECISION-MAKING PROCESS
• WHAT IS THE CONTENT?
• WHAT OWNED OUTPOST DOES IT BEST FIT WITH?
– ASSETS
– ANALYTICS
– TRENDS
–...
CASE STUDY: THE 2013 BBMA’S
TWITTER DRIVE THE REAL-TIME CONVERSATION
FACEBOOK SHARE ENGAGING HIGHIGHTS FROM THE
CARPET/SHO...
CASE STUDY: THE 2013 BBMA’S
RESOURCES
- REAL-TIME ANALYTICS (BACKSTAGE TWITTER WALL +
ANALYTICS)
- SHAZAM TECH SUPPORT
- V...
CASE STUDY: THE 2013 BBMA’S
RESULTS
• The 2013 Billboard Music Awards are the “most engaged
Shazamable TV award show”. The...
CASE STUDY: THE 2013 BBMA’S
RESULTS
• #BBMA hashtag use: increased 170% (source:Twitter)
• #BBMA OR #BillboardAwards hasht...
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How To Decide What Content To Post Where - Katie Morse (Social Fresh WEST 2013)

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How To Decide What Content To Post Where - Katie Morse (Social Fresh WEST 2013)

  1. 1. Billboard’s social content strategy Katie Morse (@misskatiemo)
  2. 2. • WHAT IS BILLBOARD? • WHERE ARE WE? • GOALS • DECISION-MAKING PROCESS • RESULTS: 2013 BILLBOARD MUSIC AWARDS AGENDA
  3. 3. WHAT IS BILLBOARD?
  4. 4. WHAT IS BILLBOARD?
  5. 5. • CHARTS • TRADE MAGAZINE • CONSUMER WEBSITE • INDUSTRY WEBSITE • MOBILE APPS • CONFERENCES • CONSUMER EVENTS • MUSIC AWARD SHOW WHAT IS BILLBOARD?
  6. 6. WHERE ARE WE?
  7. 7. OUR STORY Facebook: 363,538 fans Biz Facebook: 13,741 Instagram: 10,563 followers Twitter: 261,847 followers Biz Twitter: 17,286 YouTube: 140,793 subscribers 238,751,326 video views 807,768 fans/followers
  8. 8. OUR STORY Facebook: 948,272 fans Biz Facebook: 36,067 Latin Facebook: 15,121 Instagram: 414,574 followers Foursquare: 22,908 likes Pinterest: 5,528 followersTumblr: 71,000 followers Google +: 2,115,059 fans Twitter: 1,208,924 followers Biz Twitter: 77,539 Latin Twitter: 50,238 YouTube: 305,455 subscribers; 369,641,789 video views Spotify:1,866,423 subscribers Avg listens: 1.6 hrs / mo Rdio:153,354 subscribers 5,270,688 fans/followers 2,019,777 playlist subscribers
  9. 9. GOALS
  10. 10. GOALS • DRIVE INCREMENTAL REVENUE • IMPROVE THE BRAND EXPERIENCE • DEVELOP AND INTERACT WITH THE GLOBAL BILLBOARD COMMUNITY
  11. 11. DECISION-MAKING PROCESS
  12. 12. DECISION-MAKING PROCESS • WHAT IS THE CONTENT? • WHAT OWNED OUTPOST DOES IT BEST FIT WITH? – ASSETS – ANALYTICS – TRENDS – BEST PRACTICES
  13. 13. DECISION-MAKING PROCESS
  14. 14. CASE STUDY THE 2013 BILLBOARD MUSIC AWARDS
  15. 15. CASE STUDY: THE 2013 BBMA’S • WHAT WERE OUR GOALS? • WHAT PLANNED CONTENT EXISTED? • WHICH PLATFORMS DID WE USE? • WHAT WAS THE PURPOSE OF EACH PLATFORM? • WHAT RESOURCES WERE REQUIRED? • WHAT WERE THE RESULTS?
  16. 16. CASE STUDY: THE 2013 BBMA’S GOALS • EXTEND THE BRAND EXPERIENCE • DRIVE TUNE-IN • LEVERAGE OUR NETWORK OF BBMA-RELATED ARTISTS AND CELEBRITIES • DRIVE THE ONLINE CONVERSATION • FULFILL ALL SPONSOR-RELATED OBLIGATIONS AND EXCEED KPI’S
  17. 17. CASE STUDY: THE 2013 BBMA’S CONTENT • VIDEO • CONSUMER AND BUSINESS ARTICLES • VOTING • PHOTO GALLERIES • BROADCAST • PRINT
  18. 18. CASE STUDY: THE 2013 BBMA’S
  19. 19. DECISION-MAKING PROCESS • WHAT IS THE CONTENT? • WHAT OWNED OUTPOST DOES IT BEST FIT WITH? – ASSETS – ANALYTICS – TRENDS – BEST PRACTICES
  20. 20. CASE STUDY: THE 2013 BBMA’S TWITTER DRIVE THE REAL-TIME CONVERSATION FACEBOOK SHARE ENGAGING HIGHIGHTS FROM THE CARPET/SHOW TUMBLR LIVE-GIF THE CARPET/SHOW INSTAGRAM PROVIDE A BEHIND-THE-SCENES VIEW OF THE CARPET/SHOW SHAZAM ENCOURAGE BROADCAST TAGS AND DOWNLOADS GOOGLE+ SHARE ARTICLES AND WINNER ANNOUNCEMENTS PINTEREST CREATE SHOW-THEMED BOARDS AND INTERACT WITH PINNERS YOUTUBE SHARE MEMORABLE MOMENTS VIA VIDEO GETGLUE SHARE ENGAGING HIGHLIGHTS FROM THE
  21. 21. CASE STUDY: THE 2013 BBMA’S RESOURCES - REAL-TIME ANALYTICS (BACKSTAGE TWITTER WALL + ANALYTICS) - SHAZAM TECH SUPPORT - VIDEO CREW (YOUTUBE, BACKSTAGE LIVESTREAM) - GIF ARTISTS (TUMBLR) - LIVE-TWEETERS (BILLBOARD + TWITTER LIVE-TWEETING CAST) - PLANNED CONTENT (G+, FACEBOOK, TWITTER) - COMMUNITY MANAGERS (GETGLUE, PINTEREST + FAN ENGAGEMENT) - DIGITAL ARTIST RELATIONS (INSTAGRAM, ARTIST-OWNED PLATFORM CONTENT GENERATION)
  22. 22. CASE STUDY: THE 2013 BBMA’S RESULTS • The 2013 Billboard Music Awards are the “most engaged Shazamable TV award show”. The 2012 Billboard Music Awards are #5 on the same ranking. • The 2013 broadcast not only included a staff of famous Tumblr “GIF artists” who live-GIF’d the entire show, but incorporated the live-GIF’s into the broadcast – a first in TV history. • According to Twitter, #BBMA usage increased 170% from 2012 to 2013, increasing from 141,000 Tweets to 381,000 Tweets. • The 2013 Billboard Music Awards audience averaged 2,576 messages per minute during the broadcast, almost keeping pace with The GRAMMYs 2013 audience, who averaged 2,809 messages per minute. • @Billboard passed 1,000,000 followers during the broadcast.
  23. 23. CASE STUDY: THE 2013 BBMA’S RESULTS • #BBMA hashtag use: increased 170% (source:Twitter) • #BBMA OR #BillboardAwards hashtag use: increased 30.59% (to 686,788) • @billboard mentions: 62,900 (117.62% increase) • Unique conversations: 1,000,766 (increased 17.67%) • Potential Twitter impressions: 3,025,845,730 (increased 50.73%) • Potential Twitter reach: 721,460,202 (increased 73.98%) • Tumblr impressions: 9,318,417 • Total Tumblr reblogs/hearts: 98,606 • 65% female, 63% positive sentiment

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