Tessa Barrera, Lexis DMX Dublin2014 - Mission to the Edge of Space:

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The Inside Story of Red Bull Stratos Social Media Success The world was watching when Felix Baumgartner flew into the stratosphere to make a breathtaking free fall jump. Decending 128,000 feet and traveling at 1,342 km/h, he is the first person to break the speed of sound. Tessa led the Red Bull social media team on the project. The event had an incredible 8 million people watching the livestream, and Youtube subscribers increased by 87,801 in a single day. Find out Tessa’s unique perspective on finding ways to have fans lead a conversation about the brand and drive content from the community, and learn about creating shareable moments by being consumer led rather than brand led.

Transcript of Tessa Barrera, Lexis DMX Dublin2014 - Mission to the Edge of Space:

SOCIAL ISN’T ROCKET SCIENCE: People Powered Social

Key points

• Focus on socializing your business

• Get people talking about something you’re doing

• Increase the probability of luck

40%

40%

20%

Amazing RB content

Amazing UGC

Promotional

Brand Message

Consumers

Brand Message

PEOPLE

1:1 in Real Time

400% INCREASE ON BRAND ENGAGEMENT TIME

8 MILLION CONCURRENT VIEWERS

OVER 150 MILLION VoD VIEWS

52 MILLION VIEWS

Key points

• Focus on socializing your business

• Get people talking about something you’re doing

• Increase the probability of luck

BROADCASTING VS NARROWCASTING

Focus on socializing your business #ftw

@tessabarrera tbarrera@lexisagency.com

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