®     How Big Brands Use Social Media            Discovery Communications            Amber Harris & Gayle Weiswasser      ...
The	  Power	  of	  Real-­‐Time	  Engagement:	  TV	  &	  Beyond Gayle	  Weiswasser	  &	  Amber	  Harris,	  Discovery	  Comm...
Today’s	  EvolvingTV	  Landscape✦    Hundreds	  of	  cable	  networks	  in	       the	  U.S.      ✦ Increasing	  number	  ...
Discovery’s	  Social	                                                                    Media	  Goals                    ...
Our	  Social	  Media	  Footprint                                             ✦    32M+	  “likes”	  on	  official	  pages	  (...
What	  is	  Social	  TV?✦   Online	  experiences	  that	  allow	      viewers	  to	  share	  their	  TV	      interests	  ...
An	  Idiot	  Abroad	  Takes	                                                                    Twitter	  by	  Storm      ...
Chatting	  with	  TLC’s	  Buddy	  Valastro✦   Supported	  premiere	  season	  of	      Next	  Great	  Baker	  through	  Ca...
Deadliest	  Catch	  Fans	                                                                    Tune	  In	  &	  Log	  On     ...
So,	  You’re	  Not	  in	  TV...                                                                  ✦   Social	  TV	  is	  ju...
InfluencingDecision	  Points✦   Be	  aware	  of	  social	  media	      environment	  and	  competing	      forces✦   Find	...
Sharing	  Fandom                                                                  ✦   Move	  beyond	  the	  “like”	  or	  ...
Engaging	  Influencers✦   Leverage	  your	  stars	  to	  add	  value	      to	  the	  conversation✦   Identify	  expected	...
Embracing	  Pop	                                                                    Culture	  Moments                     ...
Being	  Topical✦   Extend	  your	  brand’s	  relevance	      by	  connecting	  it	  to	  current	      events✦   Enter	  t...
The	  Takeaways                                                                  ✦   Gain	  buy-­‐in	  from	  leadership	 ...
Thank	  You!Gayle	  Weiswasser:	  @gweiswasserAmber	  Harris:	  @TheNuwandablog.discoverycommunications.com	  	  |	  	  @D...
®How Big Brands Use Social Media     Learn more about upcoming         and past BlogWells:      http://socialmedia.org/blo...
Upcoming SlideShare
Loading in …5
×

BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

1,455 views

Published on

In their BlogWell DC presentation, Discovery Communications' Director, Social Media, Amber Harris, and VP, Social Media Communications, Gayle Weiswasser, share how the Discovery Channel, TLC, and other networks are creating social experiences around TV shows using new social platforms.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,455
On SlideShare
0
From Embeds
0
Number of Embeds
216
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

  1. 1. ® How Big Brands Use Social Media Discovery Communications Amber Harris & Gayle Weiswasser The Power of Real-Time Engagement: TV & Beyond Washington, D.C. | May 4, 2011PDF processed with CutePDF evaluation edition www.CutePDF.com
  2. 2. The  Power  of  Real-­‐Time  Engagement:  TV  &  Beyond Gayle  Weiswasser  &  Amber  Harris,  Discovery  Communications BlogWell  DC    |    May  4,  2011 blog.discoverycommunications.com    |    @DiscoveryComm
  3. 3. Today’s  EvolvingTV  Landscape✦ Hundreds  of  cable  networks  in   the  U.S. ✦ Increasing  number  of  choices ✦ Time-­‐shifting  behavior✦ 86%  of  mobile  Internet  users  are   using  their  mobile  devices  while   watching  TV1 ✦ 40%  are  reading  or  updating   social  media  sites ✦ 24%  are  looking  for  TV  show-­‐ related  content1Nielsen/Yahoo! Study, November 2010blog.discoverycommunications.com    |    @DiscoveryComm
  4. 4. Discovery’s  Social   Media  Goals ✦ Build  community,  loyalty  &  brand   affinity/ambassadorship ✦ Drive  tune-­‐in ✦ Increase  online  page  views, streams  &  purchases ✦ Gather  insights  to  optimize programming,  outreach  &   marketingblog.discoverycommunications.com    |    @DiscoveryComm
  5. 5. Our  Social  Media  Footprint ✦ 32M+  “likes”  on  official  pages  (+500%  YoY) Snowball  growth,  adding  500K+  “likes”/week ✦ 1.7M+  followers  on  managed  accounts  (+400%  YoY) Reach  more  than  doubles  with  talent  accounts ✦ 850K+  subscriptions  &  40M+  streams/mo.  (+100%  YoY) ✦ Custom  campaigns  for  over  10  series  across  networks;   top  series  include: 55K+  MythBusters  Check-­‐Ins 26K+  Cake  Boss  Check-­‐Ins 35K+  Firefly  Check-­‐Ins 21K+  Pit  Boss  Check-­‐Ins 28K+  An  Idiot  Check-­‐Ins 19K+  Deadliest  Catch  Check-­‐Insblog.discoverycommunications.com    |    @DiscoveryComm
  6. 6. What  is  Social  TV?✦ Online  experiences  that  allow   viewers  to  share  their  TV   interests  in  real  time,   independent  of  place ✦ Community ✦ Check-­‐ins ✦ Chats ✦ Complementary  content ✦ Connecting  with  fans ✦ Connecting  with  talentblog.discoverycommunications.com    |    @DiscoveryComm
  7. 7. An  Idiot  Abroad  Takes   Twitter  by  Storm ✦ Generated  record  volumes  of   social  media  buzz  for  Science ✦ Real-­‐time  engagement  during   Saturday  night  premieres ✦ Weekly  GetGlue  stickers ✦ Extended  campaign  to  reward   fans  by  airing  their  Tweets  on  air   during  April  1  marathon ✦ Updated  bug,  custom  IPMs   and  Twitter  promo ✦ Live-­‐streamed  fan  Tweets  in   primetimeblog.discoverycommunications.com    |    @DiscoveryComm
  8. 8. Chatting  with  TLC’s  Buddy  Valastro✦ Supported  premiere  season  of   Next  Great  Baker  through  Cake   Boss  Facebook  page,  leveraging   affiliated  audience✦ Extended  engagement  with  Next   Great  Baker  viewers  with   Facebook-­‐hosted  chat  with  star   Buddy  Valastro✦ Simple  approach  connected  fans   with  talent  and  each  other,   drove  Facebook  resultsblog.discoverycommunications.com    |    @DiscoveryComm
  9. 9. Deadliest  Catch  Fans   Tune  In  &  Log  On ✦ Hosted  live  online  streaming   version  of  CatchCon  2011  for  fans   on  April  9 ✦ Paired  with  on-­‐air  marathon  on   Discovery  Channel ✦ Integrated  tosses  between  two   experiences ✦ Used  to  introduce  concept  of   ‘checking  in”  to  Deadliest  Catch   fansblog.discoverycommunications.com    |    @DiscoveryComm
  10. 10. So,  You’re  Not  in  TV... ✦ Social  TV  is  just  a  fraction  of  real-­‐ time  engagement  opportunities   for  Discovery...and  your  brands. ✦ The  power  (and  challenge)  of   social  media  for  your  business   lies  in: ✦ Transparency ✦ Flexibility ✦ Equalizing  platforms ✦ Immediacyblog.discoverycommunications.com    |    @DiscoveryComm
  11. 11. InfluencingDecision  Points✦ Be  aware  of  social  media   environment  and  competing   forces✦ Find  fans,  customers  and   partners  “in  the  moment”  and   engage✦ Build  brand  equity  and   ambassadors  on  an  individual   level✦ Humanize  your  brandblog.discoverycommunications.com    |    @DiscoveryComm
  12. 12. Sharing  Fandom ✦ Move  beyond  the  “like”  or   follow  to  ambassadorship ✦ Provide  mechanisms  to  make   sharing  easy  -­‐  on  your  platforms   and  off ✦ Focus  on  content  selection  and   ask  “Would  I  want  to  share  this?” ✦ Reflect  and  reward  fans  for   sharing  to  encourage  others  to   do  the  sameblog.discoverycommunications.com    |    @DiscoveryComm
  13. 13. Engaging  Influencers✦ Leverage  your  stars  to  add  value   to  the  conversation✦ Identify  expected  and   unexpected  influencers✦ Engage  swiftly  and  strategically✦ Build  on  relationships  and   extend  beyond  social  media (and  vice  versa)blog.discoverycommunications.com    |    @DiscoveryComm
  14. 14. Embracing  Pop   Culture  Moments ✦ Take  a  chance  on  pop  culture   moments ✦ Engage  offline,  create   partnerships  to  create  social   media  buzz ✦ Know  when  to  say  “no” ✦ Don’t  expect  results  every  time   or  oftenblog.discoverycommunications.com    |    @DiscoveryComm
  15. 15. Being  Topical✦ Extend  your  brand’s  relevance   by  connecting  it  to  current   events✦ Enter  the  conversation  on  your   own  terms,  define  your  value-­‐ add✦ Anticipate  newsworthy  events   and  opportunitiesblog.discoverycommunications.com    |    @DiscoveryComm
  16. 16. The  Takeaways ✦ Gain  buy-­‐in  from  leadership  to   allow  for  agile  actions ✦ Listen,  listen,  listen ✦ Empower  your  team ✦ Be  nimble  but  strategic ✦ Build  on  your  engagementsblog.discoverycommunications.com    |    @DiscoveryComm
  17. 17. Thank  You!Gayle  Weiswasser:  @gweiswasserAmber  Harris:  @TheNuwandablog.discoverycommunications.com    |    @DiscoveryComm
  18. 18. ®How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or live@socialmedia.org Washington, D.C. | May 4, 2011

×