Banyan Branch 7/28 Webinar f/Fox & Gleanster
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Transcript of Banyan Branch 7/28 Webinar f/Fox & Gleanster
Banyan Branch • Confidential
The Glee Way to Win in Social Media Hardie Tankersley, FOX Jeff Zabin, Gleanster Dave Hanley, Banyan Branch
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Banyan Branch • Confidential
Today’s Presenters
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Hardie Tankersley VP Interactive FOX
Dave Hanley Cofounder & Principal Banyan Branch
Jeff Zabin Research Director Gleanster
Banyan Branch • Confidential
Our Sponsor: Banyan Branch
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Social Media agency for FOX and other top brands
Banyan Branch • Confidential
Jeff Zabin - Gleanster
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Banyan Branch • Confidential
Dave Hanley – Banyan Branch Four Recommendations
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Banyan Branch • Confidential
#1 - Place Analytics at the Center
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• Cutting-edge analytics places high-octane data & visualizations in your hands
• Measure the impact of social on real business objectives
• All campaigns should begin with metrics at the core of the experience
InfluencerID Percep,on Analysis Social Audience Social Benchmark Campaign Repor,ng Community Profile Compe,,ve Analysis Event Repor,ng
Our numbers inform…
Banyan Branch • Confidential
#2 - Social is the New Creative
• Digital experiences, web sites, videos, and content need social at the core
• Today’s interactive needs to be cut from social cloth - no tailoring last season’s style
• Begin with the social interaction, social currency & social analytics to create experiences
• Creative boosts engagement, builds core social assets, targets audiences & positions brands
Viral Videos Microsites Branded Channels Campaign Content Social Experiences Event Design Mobile Apps Widgets
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Our crea,ve powers…
Banyan Branch • Confidential
#3 - Social Strategy is Business
• Develop specialized strategic plans that use social methods to achieve real business objectives.
• Clients and agencies should partner deeply to create and execute a cohesive social media strategy across all campaigns
• What we call “social media” will soon simply be called “business”
Strategic Plans
Social Snapshot
Compe,,ve Analysis Social Persona
Message Tes,ng
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Our strategies drive…
Banyan Branch • Confidential
#4 - Engagement Unleashes Social
• The end-to-end solution requires executing the strategy and engaging your audience directly & regularly.
• Actively engage in influencer outreach, blogger relations, profile management, content seeding, and monitoring.
• Find brand supporters and turn them into champions.
Champions Program Blogger Rela,ons Influencer Outreach Channel Mgmt Content Crea,on Crisis Management Video Seeding Social PR
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We are our brands online…
Banyan Branch • Confidential
Hardie Tankersley - FOX
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Banyan Branch • Confidential
Fun Facts
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You would need 17 Yankee Stadiums to
hold Glee’s TwiNer followers.
Family Guy has more Facebook Fans than Jus,n Bieber.
President Obama has ~10 million
fewer fans than The Simpsons
FOX has two of the most liked pages on Facebook: -‐Family Guy (#9) -‐The Simpsons (#14)
Banyan Branch • Confidential
FOX By the Numbers
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132 Million Total Fox Facebook fans at the end of June
9.6 Million New Fox Facebook fans added in June
550 Million YouTube plays on Fox & Glee channels
1.5 Billion Facebook post views for Family Guy & Simpsons YTD
9 Million TwiNer retweet reach in June
3.8 Million X Factor TwiNer retweet reach in June (debu,ng this fall)
2 Billion Views of Glee’s YouTube channel year to date
Banyan Branch • Confidential
Glee
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• Started early – It’s important to be first
• Launched with a “biggest fan contest”
• Lots of great content • Main characters have a
presence • Social sponsor integrations
with AmEx, GM
Facebook • Averages 1 million
incremental fans a month. • 15 million fans at the end
of June. • Post views since January:
2,042,739,639
TwiGer • Over 4 million new
followers since January.
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• Premiered in March • Miso app interactivity, polls, questions,
pick’em, sharing • Live Tweet Alongs with Gordon
Ramsey have been the main driver of new Facebook fans, Twitter followers and social engagement.
• Lesson: fans crave real connection
Facebook: • 902% Post View Change MoM in June • Over 7 million post views
TwiGer: • 93% increase in followers in June • 1.4 million total RT reach in June
Banyan Branch • Confidential
X FACTOR
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• The X Factor will be a hugely social show • Big traffic so far for a show that hasn’t
started yet • YouTube auditions • X Factor World Premiere Video debuted on
July 12 during MLB All-Star Game. • With GetGlue check-in sticker rewards
Premier: Sept 2011
YouTube
• Premiere video saw 680k views in first week
Banyan Branch • Confidential
Keys to Success on Facebook
• Everything is content. No spam. • Everything is interactive, sharable • Timeliness matters • Leverage the culture stream • Activate the fans • Manage interaction rates closely!
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• 16 active Twitter handles • Tweets with links to videos and fan
participation have the highest RT volume.
• Be authentic • People are more popular than brands • A little promoted tweet can’t hurt to
build audience
Tweet like you mean it!
Banyan Branch • Confidential
Build a Channel
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• YouTube as a hub can drive traffic back to a site
• Links and metadata are important • Great share-ability • Top YouTube video on Glee: Forget You with
Gwenyth Paltrow: 22.9 Million • Hits: Family Guy’s Bird is the Word is 30% of
Fox Broadcasting’s channel plays • Complicated ad and revenue model
Banyan Branch • Confidential
Top 5 Learnings
• Content is King • Give the Fans something to talk about • Make it easier for fans to find your channels (on air mentions) • Guest judges and celebrity performers increase fans/followers • Live tweet chats, polls, and contests increase engagement and fans
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Banyan Branch • Confidential
Questions?
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