1.
SocialMedia.org
This video is from
Case Studies
TM
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
Cosmin Ghiurau
Road to the social media Super Bowl

2.
Road to the Social Media Super Bowl.
BlogWell Dallas | February 19, 2014
@RadioShack #blogwell
Cosmin Ghiurau
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru

3.
90+ year history.
… remember RadioShack?
@cosguru
@RadioShack #blogwell

4.
Radioshack is a Social Brand. 3.8 million strong.
2.8 million likes
236,000+ followers
555,000+ followers
12.7 MM views
14,000+ followers
10,000+ followers
@cosguru
137,000+ Likes
blog.radioshack.com
Total audience as of February 2014
@RadioShack #blogwell

5.
Social Journey.
Image Source: Altimeter
@cosguru
@RadioShack #blogwell

6.
Social Ecosystem
Marketing
PR/Corp
comm
OmniChannel
Customer
Care
@cosguru
• Community
Management
• Campaign Integration
• Email/CRM
• Social PR
• Event Activation
• Crisis Management
• Influencer Relations
• RadioShack.com
• E-Commerce
• Mobile integration
• Social Care
• Customer Response
•Communities
•Associate Training
Establish
Goals
Best
Practices
Processes
RadioShack
Social Media
•Compliance
•Social Media Policy
Operations
Legal
•LinkedIn Recruiting
HR
Consistent
Toolsets
Voice
Governance
•Dealer/Franchise
•International
Extension
@RadioShack #blogwell

7.
Social loop beyond the center.
@cosguru
@RadioShack #blogwell

8.
The Road to the Social Media Super Bowl
2nd Screen 1st Strategy
• 44% Americans use a 2nd screen
for ½ the time they watch TV.
• 51% use social to connect with
others watching the same show.
@cosguru
Infographic Source: Wowza Media Systems
@RadioShack #blogwell

9.
To Hashtag or Not to Hashtag?
#InWithTheNew
@cosguru
@RadioShack #blogwell

10.
RadioShack Super Bowl Moment
• What we did in 30 seconds.
– Each marketing channel live in 30 sec.
– DCC background image…
…5 sec to freak out.
…. 25 seconds to go live.
@cosguru
@RadioShack #blogwell

11.
The Moment
Owned Social
Properties
Social
Experience
Real Time
Social
Engagement
Search
Paid
Social/Digital
Celebrity Social
Alignment
@cosguru
Niche
Communities
Twitter 80’s Giveaway
PR
22 nostalgic 80’s themed prizes in 24 hours
Follow & tweet 22 unique prize hashtag
Landing page with transition to post Super Bowl
@RadioShack #blogwell

12.
Results
22x
Growth in social mentions on
game day vs. average 30 day
vs. average Super Bowl advertiser garnering
6x mention growth
4
Organic
Trends
@cosguru
4.6MM
82%
Total Youtube views
Mobile Access
during Super Bowl
@RadioShack #blogwell

13.
Brand Bowl – #1 in Sentiment
@cosguru
Source: Boston.com BrandBowl
@RadioShack #blogwell

14.
* Verified Engagements…
@cosguru
@RadioShack #blogwell

15.
Late Night Wins…
“As far as funny-wise,
I liked the RadioShack
commercial.”
– Jimmy Fallon
“I liked the RadioShack
commercial…It was like
watching an episode of
Dancing with the Stars.”
– Jay Leno, Monologue
Watch
@cosguru
@RadioShack #blogwell

16.
Money KPI
Reference: article
Reference: MoneyBeat blog post
“That ad announced to the world that
management has its act together.”
– Tracy Tuten, Marketing Professor and
“Advertisers at Work” Author
Reference article
@cosguru
@RadioShack #blogwell

17.
How did we win the Moment?
7 Step approach to Winning
The Road To The Social Media Super Bowl
@cosguru
@RadioShack #blogwell

18.
Step 1 – Watch the Tape.
• Research appropriate strategy for brand.
• Apply social data to creative approach.
• Leverage learnings from best practices.
@cosguru
@RadioShack #blogwell

19.
Step 2 – Multiple plays in the game plan
• Brand appropriate real time marketing
• Crisis / Weather situation
• On call bench for last minute issues
@cosguru
@RadioShack #blogwell

20.
Step 3 – Starting Team
Identify each player on team.
• Decision Maker/Approvals
• Community Managers
• Marketing Channel owners
• Paid Media
• PR/Earned Media
• Creative (Copywriters)
• Agency/Partners Key Contacts
@cosguru
@RadioShack #blogwell

21.
Step 4 – Practice, who needs practice?
• Game plan with clear roles
• Channel accountability
• Planned launch scenarios
• Surprise launch scenarios
• Reporting cadence identified
@cosguru
@RadioShack #blogwell

22.
Step 5 – Execute Key Play
• Confirm each channel live
• Look for gaps in experience
• Verify internal/external teams
• Verify consistency in experience
• Monitor social feedback
• Monitor real time opportunities
@cosguru
@RadioShack #blogwell

23.
Step 6 – Run and Gun Offense
• Leverage highlighting real time
opportunities
• Fuel conversational moments
• Engage with relevant other
brands/elements of campaign
@cosguru
@RadioShack #blogwell

24.
Step 7 – Post Game Huddle
•
•
Adjust content based on social
intelligence
•
Highlight and share key moments
internally
•
@cosguru
Begin reporting cadence
Document key learnings
@RadioShack #blogwell

25.
The Road to the Social Media Super Bowl
Takeaways….
1. Watch The Tape
2. Multiple Plays in the Game Plan
3. Assemble The Starting Team
4. Practice, Who Needs Practice?
5. Execute Key Play Flawlessly
6. Run and Gun Offense
7. Post Game Huddle
@cosguru
@RadioShack #blogwell

26.
Overtime.
“Winning isn’t everything – but wanting to win is” – Vince Lombardi
Cosmin Ghiurau | cosmin.ghiurau@radioshack.com
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru
@cosguru
@RadioShack #blogwell

27.
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
socialmedia.org/blogwell