Speakers: Charles Kha, Electronic Arts; Morgan Dewan, Turner Sports; Spike Jones, Edelman

1. Social in Motion
The Rise of the Video Format

2. #SFsummit
Meet the Panelists
Morgan Dewan
Sr. Director of Social Media
Turner Sports
@MorganDewan
Charles Kha
Sr. Director of Digital Communications
Electronic Arts
@charleskha
Spike Jones
Managing Director, SVP - Digital
Edelman
@spikejones
2
YOUR HOST TODAY:

3. #SFsummit
Story Time
3
Spike Jones

4. #SFsummit 4
Stories: It’s our history.

5. #SFsummit
But we’ve
forgotten…

6. #SFsummit
But we’ve
forgotten…
Setting
Characters
Plot
Theme
Conflict

7. #SFsummit 7
Why do we share stories?
EMOINFOEGO

8. #SFsummit
Primetime to My Time
8
The Evolution of Social Video in Sports
Morgan Dewan
Sr. Director, Social Media
Turner Sports

9. #SFsummit 9
...Turner Sports?

10. #SFsummit 10

11. #SFsummit 11
So Much Video, So Little Time
Consumers have a multitude of
options when it comes to consuming
traditional TV content

12. #SFsummit 12
The Evolution of Sports + Video
Total Consumption is up:
TV’s decline (time spent) is
being offset by digital
consumption

13. #SFsummit 13
Mobile > Desktop
…and that digital
consumption is
primarily happening
on mobile devices.

14. #SFsummit 14
#WhipperSnappers
Video consumption patterns 13-24 year olds in the US
Source: Defy Media (March 2015)

15. #SFsummit 15
Sports Consumption
Sources used for Sports Content
At least once a week
• Watch live games on TV
• Watch (highlight & analysis)
• Check scores / standings/ updates online
• Check scores on my mobile device
• Check sports stories on my mobile device
• Visit the team’s website
• Visit a league’s website
• Access news via a general sports app
• Watch highlights on my mobile device
• Stream live games online
• Participate in fantasy leagues / games
• Visit a league’s mobile website
• Access news via the teams app
• Watch live games on my mobile device
Q114
86%
72%
71%
54%
43%
42%
38%
37%
29%
27%
26%
24%
22%
14%
Q115
86%
74%
72%
59%
49%
46%
43%
44%
35%
29%
31%
32%
30%
23%

16. #SFsummit
99 Problems
THE MEDIA INDUSTRY IS TRYING TO KEEP
UP.
• No universally-accepted causation/correlation proof
to TV and tune-in.
• Social is ‘cannibalizing’ site traffic. Homepages are
dead (or dying).
• No industry standard for monetization.
• Sponsors/marketers want ‘social’ but can’t
quantify/qualify.
• Shifting Goals : Short term wins vs. Long term
strategy
• New functionality, platforms every 90 days

17. #SFsummit 17

18. #SFsummit 18
Social Video Programming
Promote next
week
Viral
moments
Immediately on
social
Best of social
responses
back to TV
Push to
segment on
NBA.com

19. #SFsummit
Shaqtin-A-Fall
• 118,000 shares
• 10M video views
• 26M reach
FACEBOOK

20. #SFsummit 20
Turner Sports’ Video Evolution
MARKETING ADVERTISIN
G
REACH MONETIZATION
PROMOTIONAL AD HOC INTEGRATED PROGRAMMED
--- MEASUREMENT REPORTING INSIGHTS
Scale
Content
Data +
Analytics
2012 2013 2014 2015

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What’s Next?
Reach CREATE CONTENT THAT SPREADS
CONVERT TO FANS, ENGAGE THEM
MONETIZE AUDIENCE: DATA, SPONSORSHIPS
Retention
Revenue

22. #SFsummit
What’s Next?
• LIVE social video
– Periscope, Facebook Live
• Addressing piracy concerns
• Programmatic monetization v. branded content
• Cross-platform programming
• Social, mobile-first production
22

23. #SFsummit
Five things to avoid
when it comes to video
23
Charles Kha
Sr Director Digital Communications
Electronic Arts

24. #SFsummit 24
#5 Our consumers are man & machine.
-
50,000
100,000
150,000
200,000
250,000
300,000
0 7 14 21 28 35 42 49
Search Views
SearchViews

25. #SFsummit 25
#4 It’s no longer one-size-fits-all.

26. #SFsummit 26
#3 Vanity metrics suck.
CTA RETENTION: 15%
2.6MM Views

27. #SFsummit 27
#2 Art & Science isn’t Oil & Water.
Data = CreativityData + Creativity = Meaningful Content
RETENTION: LONG-FORM ON
FACEBOOK NATIVE
RETENTION: OPTIMIZED ASSET ON
FACEBOOK NATIVE

28. #SFsummit 28
#1 Speak the language of your fans.
Madden: GIFerator
834MM Connections
Madden: Super Bowl
21MM Organic Reach

29. Q&A Time
Morgan Dewan
Turner Sports
@morgandewan
Charles Kha
Electronic Arts
@charleskha
Spike Jones
Edelman
@spikejones