Scripps Networks: How Facebook Led the Cooking Channel Launch<br />
Scripps Networks announces Cooking Channel Oct 8, 2009<br />8 months before the launch…<br />As the Network was still baki...
Facebook & Twitter would introduce Cooking Channel to fans first<br />Goal: 25,000 Facebook fans by launch  <br />Social w...
Where<br />Facebook<br />Reach<br />Multi-media aspect<br />Cross promotion opportunities <br />How<br />Assemble the righ...
Who would be (and develop) the social brand voice?<br />They had to be internal <br />They had to be a food person<br />Th...
What were the risk/ reward scenarios?<br />We played out hundreds <br />After much discussion it came down to three questi...
What if the did?
Wouldn’t we want to know either way?</li></ul>Risk/Reward In An Open Forum <br />Yes.<br />
So, The Conversation Began On Facebook<br />
Carriage conversation<br />Promotion platform  <br />Unexpected Conversations & Promotion  <br />What we did not expect…<b...
Leverage Was A Nice By-product Of Our Efforts<br />
Social was always going to be part of our internal marketing mix<br />But now there was a real brand destination to drive ...
The Plan: Building Anticipation <br /><ul><li>Launch Cooking Channel creating a social presence and use internal assets to...
On-air spots<br />Online banners & buttons <br />Newsletters<br />Social media <br />Total internal media value           ...
Internal Assets Driving Cooking Channel Awareness<br />
TV Promotion had a big impact on Facebook fan / like growth <br />Social Audience Growth: TV Impact  <br />32,903 by May 3...
The On-air Promotion Was Noticed On Facebook <br />
Launch Was Upon Us!<br /><ul><li>One last push!</li></li></ul><li>35+ Blogs posted our Blogger Break badges<br />The Food ...
Over 32K fans<br />Facebook - Launch Day  <br />
Fans help each other find Cooking Channel<br />Facebook Fans Seek Out The Network<br />
Fans Activate To Get The Network <br />
The Fans Like The Network Programming<br />
Cooking Channel #2 trending Google hot search on launch day<br />29K visits & 2,200 interactions on Facebook<br />Facebook...
Facebook Likes 118K+<br />Twitter followers almost 25K<br />Facebook still a top referrer to the site <br />CookingChannel...
You can launch a brand in social media first <br />Finding the right internal person to be the voice of your brand - it wa...
CookingChannelTV.com<br />Facebook.com/CookingChannel<br />@CookingChannel<br />Jeffery Kissinger<br />jkissinger@scrippsn...
BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger
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BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger

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Scripps Networks' VP, Interactive Marketing, Jeffery Kissinger, shares how Scripps Networks used Facebook to launch the Cooking Channel.

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BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger

  1. 1.
  2. 2. Scripps Networks: How Facebook Led the Cooking Channel Launch<br />
  3. 3. Scripps Networks announces Cooking Channel Oct 8, 2009<br />8 months before the launch…<br />As the Network was still baking… <br />Social efforts began<br />The Set-Up<br />
  4. 4. Facebook & Twitter would introduce Cooking Channel to fans first<br />Goal: 25,000 Facebook fans by launch <br />Social was our first brand touch point <br />Social Media Led The Launch<br />
  5. 5. Where<br />Facebook<br />Reach<br />Multi-media aspect<br />Cross promotion opportunities <br />How<br />Assemble the right team<br />Executives<br />Programming<br />Digital <br />Marketing/PR<br />The Voice <br />Developing A Brand Voice In A Public Forum<br />
  6. 6. Who would be (and develop) the social brand voice?<br />They had to be internal <br />They had to be a food person<br />They had to be connected to the brand<br />They had to be someone connected to the team<br />They had to be a social beast<br />The Brand Voice <br />
  7. 7. What were the risk/ reward scenarios?<br />We played out hundreds <br />After much discussion it came down to three questions and one big conclusion <br /><ul><li>What if consumers did not like what we were doing?
  8. 8. What if the did?
  9. 9. Wouldn’t we want to know either way?</li></ul>Risk/Reward In An Open Forum <br />Yes.<br />
  10. 10. So, The Conversation Began On Facebook<br />
  11. 11. Carriage conversation<br />Promotion platform <br />Unexpected Conversations & Promotion <br />What we did not expect…<br />
  12. 12. Leverage Was A Nice By-product Of Our Efforts<br />
  13. 13. Social was always going to be part of our internal marketing mix<br />But now there was a real brand destination to drive people to before the website and network launched <br />Promotion<br />PR<br />A Brand Destination Before The Network <br />
  14. 14. The Plan: Building Anticipation <br /><ul><li>Launch Cooking Channel creating a social presence and use internal assets to help build the audience</li></li></ul><li>Social Anticipation Builds <br />
  15. 15. On-air spots<br />Online banners & buttons <br />Newsletters<br />Social media <br />Total internal media value over 5 million dollars <br />Cross Marketing Arsenal Drives To Facebook <br />
  16. 16. Internal Assets Driving Cooking Channel Awareness<br />
  17. 17. TV Promotion had a big impact on Facebook fan / like growth <br />Social Audience Growth: TV Impact <br />32,903 by May 31<br />TV promotion begins in April<br />Likes<br />Jan<br />Feb<br />Mar<br />May<br />Apr<br />
  18. 18. The On-air Promotion Was Noticed On Facebook <br />
  19. 19. Launch Was Upon Us!<br /><ul><li>One last push!</li></li></ul><li>35+ Blogs posted our Blogger Break badges<br />The Food Blogger Break – Memorial Day Weekend<br />
  20. 20. Over 32K fans<br />Facebook - Launch Day <br />
  21. 21. Fans help each other find Cooking Channel<br />Facebook Fans Seek Out The Network<br />
  22. 22. Fans Activate To Get The Network <br />
  23. 23. The Fans Like The Network Programming<br />
  24. 24. Cooking Channel #2 trending Google hot search on launch day<br />29K visits & 2,200 interactions on Facebook<br />Facebook #5 referring site to CookingChannelTV.com<br />200K visits to CookingChannelTV.com <br />TV ratings growth doubled <br />First Week Results <br />
  25. 25. Facebook Likes 118K+<br />Twitter followers almost 25K<br />Facebook still a top referrer to the site <br />CookingChannelTV.com approaching 1MM uniques and 10MM page views per month<br />TV ratings growth continues<br />10 Months Later…<br />
  26. 26. You can launch a brand in social media first <br />Finding the right internal person to be the voice of your brand - it was make or break for us<br />Use of your traditional marketing assets can significantly grow your social audience, while building awareness for the brand<br />TV is still a powerful medium <br />Determine what leverage points might be created <br />Be prepared on launch day with a response team<br />Think learn/reward <br />Lessons Learned From The CC Social Launch<br />
  27. 27. CookingChannelTV.com<br />Facebook.com/CookingChannel<br />@CookingChannel<br />Jeffery Kissinger<br />jkissinger@scrippsnetworks.com<br />@jkissinger<br />Questions?<br />

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