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A&E Network: Critics' Choice Awards social media case study, presented by Morgan Greco

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In her SocialMedia.org Member Meeting case study presentation, A+E Television Networks’ Senior Director of Social Media and Fan Engagement, Morgan Greco, discusses how made social media a vital and successful part of the Critics’ Choice Awards.

Morgan goes into detail about the initiative, talking about getting the critics involved as social ambassadors, creating a social centerpiece at the event, and more.

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A&E Network: Critics' Choice Awards social media case study, presented by Morgan Greco

  1. 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015 Learn more about Member Meetings socialmedia.org/meetings A&E Network Morgan Greco Critics’ Choice Awards social media case study
  2. 2. @MorganGreco Senior Director, Social Media & Fan Engagement A&E, HISTORY, H2
  3. 3. A Critics’ Choice Award is seen as prestigious by Hollywood and the leading stars
  4. 4. THE OTHER ONE THE STARS REALLY CARE ABOUT THE MOST legitimateAWARDS
  5. 5. WIN THE NIGHT IN TWITTER TV buzz
  6. 6. •  Early Awareness •  Social Engagement •  Reach Campaign tenants
  7. 7. EARLY AWARENESS
  8. 8. •  Customgraphics •  Nominations •  Countdown •  RedditAMAwithcritics Early Awareness Tactics
  9. 9. Blogger Partnership ‣ Partnered with entertainment sites and blogs to do iPad giveaways in an effort to promote the show and the Social Centerpiece™
  10. 10. Mingling With Movie Stars ‣ Short, humorous video series featuring Michael Strahan giving tips on how to “mingle” with movie stars. Released across social media in promotion of awards.
  11. 11. SOCIAL ENGAGEMENT
  12. 12. •  Redcarpetcoverage •  Twitter mirror •  Social team on carpet •  WarRoom •  Carpet & show •  Custom content •  .gifs •  Fan response •  Real-time clip distro •  YouTube •  Press Social Engagement Tactics
  13. 13. Social Centerpiece™ ‣ iPad Minis on 40 celebrity tables pre-loaded with specialized Twitter Mirror software ‣ Designed to get celebrities and critics interacting live with the audience at home over social media
  14. 14. Social Centerpiece™ PressHighlights
  15. 15. •  Critics’&hostkits •  Treated the critics as ambassadors – trained them how to use the Social Centerpiece™ through scheduled phone calls and documents •  Worked with Strahan to train him on Social Centerpiece™ Social Centerpiece™ Training
  16. 16. REACH
  17. 17. •  Pre-premierepaid •  Facebook, Twitter, Reddit •  Real-timepaid •  Twitter amplification of best performing content Paid Social
  18. 18. Maker Studios Live Viewing Party ‣ To complement the broadcast, during commercial breaks the stream cut to a Live Viewing Party at Maker Studios. ‣ The party featured Maker Talent who provided fashion and film commentary, comedy sketches and drove continuous conversation across social.
  19. 19. Sponsored Sweepstakes ‣ Convergent sweepstakes (linear & digital) with two in-show on-air calls to action directing fans to tweet #CCAsweeps for a chance to win instant prizing from Pizza Hut. 
  20. 20. Did It Work? 5.4MM Total Impressions 296,686 Total Engagements 5.40% Total Engagement Rate Includes Paid + Organic •  Won Nielsen Twitter TV Ratings week 1.12, beating out competition from top social shows such as The Bachelor •  Generated widespread earned media coverage with press picking up on the Social Centerpiece™ activation •  Highest rated cable ratings performance ever for the show
  21. 21. Looking Ahead Critics’ Choice TV Awards – May 31st ‣ PUSH OUT MORE CONTENT! ‣ Fans wanted and demanded more from us ‣ Train critics more efficiently ‣ YouTube training – visual representation of what we are doing ‣ War Room – not organized enough ‣ Give specific roles & flow chart of responsibilities for all ‣ Give fans a voice in the process: Fan art red carpet, Bingeworthy Award, Tweet a Drink
  22. 22. Learn more about past and upcoming Member Meetings socialmedia.org/meetingsSOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015 Learn more about Member Meetings socialmedia.org/meetings

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