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


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In their BlogWell Philadelphia presentation, "Using Social Media to Supercharge Discovery Channel's Shark Week," Discovery Communications' Amber Harris and Gayle Weiswasser share how Discovery Channel used social media to turn up the volume and engagement for its intense fans during its annual Shark Week event.

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

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  2. 2. Using Social Media to Supercharge<br />Discovery Channel's Shark Week<br />Gayle Weiswasser & Amber Harris<br />November 9, 2010<br />
  3. 3. Shark Week Overview<br />Cable’s longest-running programming event (23 years & counting), synonymous with Discovery Channel<br />Robust marketing, communications & social media campaigns aimed at celebrating the “national holiday” nature of the annual event<br />Messaging around shark conservation bolstered by partnership with Oceana, including on-air & online PSAs<br />Extensive online content, including video, live-stream from the Georgia Aquarium, facts & trivia, games and a petition against shark finning<br />Locally focused activities around DiscoveryCommunications’ Silver Spring HQ<br />
  4. 4. Social Media Strategy<br />Focus on celebrating sharks and Shark Week fans, tying into the national holiday angle<br /><ul><li>Share more than just programming information
  5. 5. Let fans speak for us</li></ul>Identify and engage influencers & new audiences in organic ways<br /><ul><li>Thorough, real-time monitoring
  6. 6. Creative, not forced, engagement</li></ul>Amplify the volume of pop culture buzz through social media<br /><ul><li>75% megaphone, 25% voice
  7. 7. Natural crescendo over summer</li></ul>Engage fans beyond Shark Week<br /><ul><li>Feed audience with relevant content year-round</li></li></ul><li>Social Media Tactics<br />Digital PR outreach to wide-ranging online outlets<br /><ul><li>Major online portals
  8. 8. Top-tier entertainment sites and blogs
  9. 9. Niche blogs (e.g., environment)</li></li></ul><li>Social Media Tactics<br />Increased engagement with fans, partners and brands<br /><ul><li>Tap into organic and solicited content
  10. 10. Focus on Twitter (real-time, access to influencers)</li></li></ul><li>Social Media Tactics<br />YouTube user-generated video contest<br /><ul><li>Leverage brand-affinity, notable campaign
  11. 11. Offer on-air incentive</li></li></ul><li>Social Media Tactics<br />Launch official Shark Week Facebook page<br /><ul><li>Convert community page to official page
  12. 12. Utilize rich media opportunities unique toFacebook platform</li></li></ul><li>The Results<br />Shark Week was mentioned in over 14,000 online media & blog posts.*<br />#sharkweek was a worldwide Twitter trending topic by the 1st day of Shark Week.<br /><ul><li>Over 91,000 Shark Week mentions between August 1-6, resulting in 100 million potential impressions
  13. 13. Shark Week trending topics emerged throughout the week.</li></ul>Over 25,000 public Facebook status updates about Shark Week were shared during the first week of August.<br />Celebrity engagement extended across audiences: Joe Jonas, Lauren Conrad, Stephanie Pratt, Alyssa Milano, Craig Ferguson, Jimmy Kimmel, Kirstie Alley, Brad Paisley, Ashley Tisdale and others.<br />* June – August 2010<br />
  14. 14. Final Analysis<br />What Worked<br />Complementary Traditional& Digital PR<br /><ul><li>Extensive Outreach
  15. 15. Traditional Press Kit toDigital Contacts</li></ul>Partnerships<br /><ul><li>Extended Reach
  16. 16. Increased Credibility</li></ul>Twitter Engagement<br />Partners<br />Celebrities/Influencers<br />Brands<br />Fans<br />Mixed Results<br />Chompie Photo Contest<br />Facebook<br />What Didn’t Work<br />Shark Week Video Challenge<br />
  17. 17. | @DiscoveryComm<br /> | | @TheNuwanda<br />