Prepare for the Future of Smart Social Campaigns
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This document summarizes a panel discussion on smart social media campaigns. It introduces the panelists Roshni Cox from ESPN and Aubrey Flynn from Combs Enterprises. Cox discusses how ESPN uses live content and platforms like Facebook, Twitter, Instagram and Snapchat to drive engagement. Flynn outlines Combs Enterprises' "Blue Flame" digital strategy and gives examples of social media campaigns that generated billions of impressions. The discussion covers how to engage audiences, publish trusted content, and amplify messaging through targeting on social platforms.
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Prepare for the Future of Smart Social Campaigns
- 1. Prepare for Launch: The Future of Smart Social Campaigns
- 2. #SFsummit#SFsummit Meet the Panelists Roshni Cox Dir. of Digital Marketing ESPN @roshnicox Aubrey Flynn VP of Digital Combs Enterprises @aubreyflynn Jim Rudden CMO Spredfast @jimrudden YOUR HOST TODAY: 2
- 8. #SFsummit#SFsummit The Future of Smart Social Campaigns Roshni Cox ESPN 8
- 10. #SFsummit#SFsummit Connecting Brands with Fans Through Conversation 10 ESPN PREMIUM LIVE CONTENT DRIVES THE CONVERSATION OF THE MOMENT • 95% Live Viewing • #1 Network in Generating Social TV Comments • Nearly 1 Out of Every 5 Social TV Comments • 92MM Referrals Back to ESPN.com from Social Media Sites (3X Growth vs. YAG) SOURCE: NIELSEN SOCIAL GUIDE 2014, ADOBE JUNE 2015
- 11. #SFsummit#SFsummit Snapchat • Exclusive unique partnership with Live Stories around tentpole events and exclusive daily editions in Discover • Exclusive sports brand in Discover • Content includes UGC, short-form and long-form Instagram • 15+ Instagram accounts • 175MM engagements YTD • ESPN accounts generated 7x more comments/likes than sports media competitors combined Twitter • 53MM unique followers • Generates ~2K engagements per tweet across top 5 handles • ~15MM monthly referrals to ESPN.com (20% of social traffic) driving 2x as many video starts (~31MM) A Scalable Audience Across the Biggest Platforms 11 Facebook • 41MM unique fans • Generates ~12K engagements per post across top 5 accounts • Unique fans of ESPN Facebook pages are up +19% y-o-y SOURCE: FACEBOOK; TWITTER JUNE 2015; FACCEBOOK, TWITTER AND INSTAGRAM ENGAGEMENT FROM JANUARY 1- JUNE 30, 2015; SHAREABLEEE, 1/15-6/15, “SPORTS MEDIA COMPETITORS” INCLUDE FOX SPORTS, NBC SPORTS, FS1, SPORTS ILLUSTRATED, CBS SPORTS, Y! SPORTS, B/R, SB NATION
- 12. #SFsummit#SFsummit 12 Sponsored Multimedia Franchises Integration of high profile content across all screens Branded Content Distribution Custom-built branded social campaigns Platform Specific Unique executions tailored to platform(s) Live Events Exclusive access into ESPN live event content as it happens and distributed in real- time
- 13. #SFsummit#SFsummit Smart Social 13 Audience Fans/Followers Respect Respond Deliver Content What they expect Fast Reward Surprise & Delight Unique Exclusive
- 14. #SFsummit#SFsummit Rocket Fuel Aubrey Flynn, VP of Digital Combs Enterprises 14
- 15. #SFsummit#SFsummit 2015 Digital Strategy Blue Flame Listener™ • Supplement research with private communities and brand monitoring. • Inform strategy and tactics for marketing efforts. Blue Flame Publisher™ • Influence word-of- mouth conversations. • Draw prospects down the marketing funnel. • Facilitate consumer interaction. Blue Flame Engage™ • Identify and energize most enthusiastic consumers. • Wrangle influential ambassadors to spread messages organically. • Co create content with trustworthy industry experts. Blue Flame Embrace™ • Integrate customers into the innovation process. • Increase the likelihood of developing high demand products and services. Blue Flame Amplify™ • Message the right audience at the right time with targeted media. • Accomplish objectives more effectively through targeting and re- messaging. • Personalize consumer ad experiences that
- 16. #SFsummit#SFsummit Case Studies 16 In 2013, Aquahydrate had the biggest water launch in history with over 2 billion impressions in 48 hours. In 2015, over 500 million social media impressions were generated for REVOLT TV live concert featuring Puff Daddy, Snoop Dogg and friends in Madison Square Garden. Over 1 billion social media impressions around the new Sean John 3AM viral video, Diddy and Cassie from April 27, 2015 to May 5 2015. Sean John in particular experienced a 37% lift in social media reach on Twitter, including but not limited to Hypebeast, Complex, High Snobiety and MANY more. Over 4.8+ billion potential social media impressions around Puff Daddy’s 20th Anniversary performance and new single #FinnaGetLoose featuring Pharrell. #puffsnoopmsg #finnagetloose #3am #aquahydrate
- 17. #SFsummit#SFsummit 17 Rocket Fuel Engage 90% of consumers consider social media posts from people they know to be completely trustworthy. [SOURCE, FORRESTER RESEARCH] Relevance TrustInfluence Expert content is 80% more effective online than branded content and user reviews. [SOURCE, NIELSEN] Over 65% of white and hispanic Americans believe AA influence mainstream culture. [SOURCE, NIELSEN] Engage
- 18. #SFsummit#SFsummit Ellen DeGeneres 79M Akon 65M Khloe Kardashian 50.4M Kourtney Kardashian 43M Ashton Kutcher 33M Paris Hilton 24M Jimmy Fallon 35M Romeo Santos 35M Wiz Khalifa 61M Kylie Jenner 40M Mariah Carey 37M Tyrese Gibson 33M Kris Jenner 14M Usher 61M Will I Am 28M Mark Wahlberg 20M Kim Kardashian 95M Kendal Jenner 44M A Network of Over 600 Million Followers
- 19. #SFsummit#SFsummit 19 Rocket Fuel Amplify GEOGRAPHIC TARGETING Push the call-to-action in front of targeted audience in cities that have the most fans and followers. Rocket Fuel Amplify KEYWORD TARGETING Push the call-to-action in front of targeted audience as they mention relevant keywords including brand terms, talent and competitors. FOLLOWER TARGETING Push the call-to-action messaging in front of targeted audience based on the brands, talent and media channels they follow.
- 20. Q&A Time Aubrey Flynn Combs Enterprises @aubreyflynn Roshni Cox ESPN @roshnicox
Notes de l'éditeur
- 1865 - the Dirigible airship, which was similar to a hot air balloon Invented by Solomon Andrews Flew over New York City - but was very difficult to navigate and direct effectively Used a system of lines and pulleys that compressed or allowed the gas to expand into the balloon Fun anecdote - Andrews wrote to Abe Lincoln offering the plane for use during the American Civil War; he was turned down
- 1889 - Pichancourt develops a mechanical bird aimed to imitate the motion of a bird’s wings in flight. Made flights of 70ft at 25ft in altitude Device was rubber band powered
- 1890 - first take-off of an airplane solely under its own power Flew uncontrolled for 160 feet before crashing Worked, but undirected
- Wright brothers - built the world’s first successful airplane in 1903. Concentrated on the controllability of the aircraft Experimented with kites and gliders until they came up with a new iteration of a glider that corrected earlier problems with drag and lift Rigorous experimentation to find the winning design that allowed for scalable, repeatable success. Their breakthrough approach altered the way that future engineers designed aircraft - eventually allowing for the planes that we use today. Circle around to Smart Social - seeing two presenters that are doing Smart Social today. They will give you a framework of how they’re working through challenges, taking data-driven steps and making adaptable decisions. Two different examples today - ESPN and Combs Enterprises.