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BlogWell San Francisco Case Study: Yahoo!, presented by Robin Zucker

In her presentation, Yahoo!‘s Social Marketing Director, Robin Zucker, shares how they are advancing their social engagement strategy.

Robin uses their Summer Movie Program as an example and goes into detail about the objectives, strategy, experience, results, and challenges from the social campaign.

Watch the video of this presentation here:

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BlogWell San Francisco Case Study: Yahoo!, presented by Robin Zucker

  1. 1. Video Case Studies This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from Robin Zucker San Francisco March 27, 2012 The Evolution of Social Strategy
  2. 2. Summer Movies Program Yahoo! Movies Robin Zucker @robinzucker
  3. 3. Overall ObjectivesIn 2011 Yahoo! focused on growing an engaged base on Facebook.As we move into 2012 we are focused on taking this strong base andmore deeply engaging them.Program Objectives More social: Connect with socially active movie fans Grow: Increase the Yahoo! Movies Facebook fan base Reinforce: Yahoo! Movies is the premiere online movie destination
  4. 4. Our Strategy Socially Relevant: Take advantage of Summer Movie season to capture the active movie goer Hits fans from all angles: Reach movie fans online and offline throughout the movie going process with social at the center Relevant: Reward a movie-going audience and capture quality “Likes” in return for sustained engagement Share and Engage: Surprise and delight movie fans giving them a reason to engage and share and reinforce Yahoo! Movies as their go to for movie-making decisions
  5. 5. Reinforce Movie Going Behavior
  6. 6. Our Approach: It All Starts on Yahoo!Take advantage of the 24MM engaged users that visit Yahoo!Movies each month and exclusive studio assets.
  7. 7. Our Approach: Amplify, Engage and Grow on SocialConnect with a relevant movie-going audience with a compelling andinherently sharable offering and reason to keep coming back after thepromotion. Focus mainly on Facebook.
  8. 8. Our Approach: In Theater, Offline Exposure Strategic Partnership with Regal Cinemas IN THEATRE SIGNAGE AND VIDEO 90,000,000 Visitors Throughout the Summer 6,000+ Screens 537 Locations Nationwide Use mobile to connect online to offline, and offline to online.
  9. 9. The Experience: Two Distinct Means of Entry1) In Theatre 2) Online IN THEATRE SIGNAGE AND VIDEO Site Social In Theatre Placements Mobile Microsite Dedicated Facebook Tab Redemption Redemption
  10. 10. The Experience: In Theater Mobile Microsite IN THEATRE SIGNAGE AND VIDEO Social Check-in Message Shared on Facebook Additional Share Social “Like” Message Shared Opportunity on Facebook on Facebook
  11. 11. The Experience: Online Social “Like” Message Shared on Facebook Can’t wait to see Harry Potter! Prominent Ticket Search and Share Buttons Share Opportunity on Facebook
  12. 12. Results: By the Numbers 1.2 Million 1.4 Million New Facebook Likes Minutes Spent on the Yahoo! for Yahoo! Movies Movies Website 200,000+ $1 Million Facebook Check-Ins In Free Popcorn Munched by at Regal Cinemas Yahoo! Movies fans
  13. 13. What Worked Well Tied to an event: Tapping into the excitement of the Summer Movie going season, with great offer and assets from studios to engage our target audience -when they were making decision of what movies to see (online) and when they were in theatre (offline) Partnership with Regal Cinemas to adapt as the program did. Agency partnership allowed for real-time optimization Flexibility to adapt program after launch Offer was relevant, compelling and highly sharable
  14. 14. Challenges Faced During Program Development Limitations with standard mobile Facebook application Doesn’t allow for co-branded check-in wall posts No ability to track deal exposure Limited to smartphones National chain partner coordination Staff training of part-time, minimum wage employees In theatre placement Limited ability to optimize in-theatre placements post-launchFirst mobile/digital promotion. Consumer reaction Initial confusion over mobile site flow Those without smartphones the “loudest” in social media Challenges of mobile coverage. Training staff on a new approach to coupon redemption Managing Expectations “Never been done” premise made it difficult to anticipate and plan for expected participation, redemption numbers, etc.
  15. 15. Thank You! Robin Zucker @robinzucker
  16. 16. This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from San Fracisco March 27, 2012