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How to Make Sure Your Social is Making a Splash, Beverly Jackson, Yahoo! - Social Fresh EAST 2014

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How to Make Sure Your Social is Making a Splash, Beverly Jackson, Yahoo! - Social Fresh EAST 2014

  1. 1. Owning Your Brand’s Conversation Social Fresh East 2014 P R E S E N T E D B Y B e v e r l y W . J a c k s o n ⎪ J u l y 1 8 , 2 0 1 4
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  3. 3. MISSION 3 Yahoo Confidential & Proprietary “Making the world’s daily habits inspiring and entertaining” • MOBILE • SOCIAL • NATIVE • VIDEO
  4. 4. Experiences, Events and Engagement 4 Yahoo Confidential & Proprietary • You all expect more ways to… –EXPLORE –DISCOVER –LAUGH –ENGAGE –UNITE –CREATE • And WE deliver!
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  49. 49. CES – Make Some Noise 49 Yahoo Confidential & Proprietary • Yahoo trended on Twitter in 3 countries on Tuesday –Including 24 hours in San Francisco • Marissa Mayer and Katie Couric trended on Twitter in New York • The much-anticipated launch of Yahoo News Digest trended on Twitter in San Francisco
  50. 50. CES: Key Conversation Topics 50 Yahoo Confidential & Proprietary • Product announcements were the strongest driver of conversations, generating 56% of total mentions – Aviate was the most-discussed announcement – The tech community responded well to the launch of Yahoo News Digest; tech bloggers shared commentary around how Yahoo is seeking to reinvent how users consume news
  51. 51. SXSW: Controlling the Noise 51 Yahoo Confidential & Proprietary 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 Comedy Food Partners Kathy Savitt Tech Screen Sports HONY Music Brazos Hall Products Flickr Yahoo SXSW
  52. 52. • “Meanwhile, Yahoo is offering attendees help with making their Cannes stay just a bit easier. For VIPs, Yahoo is offering the so called “Yahoo Purple Service,” which is a concierge service that gives the lucky few amenities such as local transportation, someone to run errands and make last-minute dinner reservations and even delivery of forgotten essentials such as phone chargers. But Yahoo didn’t forget the non-VIPers. Its providing plenty of Yahoo-branded Pedicabs that can help attendees trek up and down la Croisette.” Source: WSJ, CMO Today 6/1/6/14 52 Yahoo Confidential & Proprietary Cannes: Breaking Through The Clutter
  53. 53. From CES to Cannes 53 Yahoo Confidential & Proprietary • Product Launches – Digital Magazines, Yahoo News Digest, Aviate, Unified and Native Advertising • Event Activation – VIP Concierge Service, Tech Mix, comedy shows, concerts • Thought Leadership Keynotes – CES, SXSW, Internet Week, Digital NewFronts, WHCD • Client Meetings and Presentations – More than 1,200 client/partner meetings • Influencer Marketing – A-list celebrities, global tastemakers and influencers

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