BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle...

Amber Harris & Gayle WeiswasserDiscovery Communications

The Power of Real-Time Engagement:TV & Beyond

®

How Big Brands Use Social Media

Washington, D.C. | May 4, 2011

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blog.discoverycommunications.com | @DiscoveryComm

BlogWell DC | May 4, 2011

The Power of Real-‐Time Engagement: TV & BeyondGayle Weiswasser & Amber Harris, Discovery Communications


Today’s EvolvingTV Landscape

✦ Hundreds of cable networks in the U.S.✦ Increasing number of choices✦ Time-‐shifting behavior

✦ 86% of mobile Internet users are using their mobile devices while watching TV1

✦ 40% are reading or updating social media sites

✦ 24% are looking for TV show-‐related content

1Nielsen/Yahoo! Study, November 2010


Discovery’s Social Media Goals

✦ Build community, loyalty & brand affinity/ambassadorship

✦ Drive tune-‐in

✦ Increase online page views,streams & purchases

✦ Gather insights to optimizeprogramming, outreach & marketing


Our Social Media Footprint

✦ 32M+ “likes” on official pages (+500% YoY)Snowball growth, adding 500K+ “likes”/week

✦ 1.7M+ followers on managed accounts (+400% YoY)Reach more than doubles with talent accounts

✦ 850K+ subscriptions & 40M+ streams/mo. (+100% YoY)

✦ Custom campaigns for over 10 series across networks; top series include:

55K+ MythBusters Check-‐Ins35K+ Firefly Check-‐Ins28K+ An Idiot Check-‐Ins

26K+ Cake Boss Check-‐Ins21K+ Pit Boss Check-‐Ins19K+ Deadliest Catch Check-‐Ins


What is Social TV?

✦ Online experiences that allow viewers to share their TV interests in real time, independent of place✦ Community✦ Check-‐ins✦ Chats✦ Complementary content✦ Connecting with fans✦ Connecting with talent


An Idiot Abroad Takes Twitter by Storm

✦ Generated record volumes of social media buzz for Science✦ Real-‐time engagement during

Saturday night premieres✦ Weekly GetGlue stickers

✦ Extended campaign to reward fans by airing their Tweets on air during April 1 marathon✦ Updated bug, custom IPMs

and Twitter promo✦ Live-‐streamed fan Tweets in

primetime


Chatting with TLC’s Buddy Valastro

✦ Supported premiere season of Next Great Baker through Cake Boss Facebook page, leveraging affiliated audience

✦ Extended engagement with Next Great Baker viewers with Facebook-‐hosted chat with star Buddy Valastro

✦ Simple approach connected fans with talent and each other, drove Facebook results


Deadliest Catch Fans Tune In & Log On

✦ Hosted live online streaming version of CatchCon 2011 for fans on April 9

✦ Paired with on-‐air marathon on Discovery Channel

✦ Integrated tosses between two experiences

✦ Used to introduce concept of ‘checking in” to Deadliest Catch fans


So, You’re Not in TV...

✦ Social TV is just a fraction of real-‐time engagement opportunities for Discovery...and your brands.

✦ The power (and challenge) of social media for your business lies in:✦ Transparency✦ Flexibility✦ Equalizing platforms✦ Immediacy


InfluencingDecision Points

✦ Be aware of social media environment and competing forces

✦ Find fans, customers and partners “in the moment” and engage

✦ Build brand equity and ambassadors on an individual level

✦ Humanize your brand


Sharing Fandom

✦ Move beyond the “like” or follow to ambassadorship

✦ Provide mechanisms to make sharing easy -‐ on your platforms and off

✦ Focus on content selection and ask “Would I want to share this?”

✦ Reflect and reward fans for sharing to encourage others to do the same


Engaging Influencers

✦ Leverage your stars to add value to the conversation

✦ Identify expected and unexpected influencers

✦ Engage swiftly and strategically

✦ Build on relationships and extend beyond social media(and vice versa)


Embracing Pop Culture Moments

✦ Take a chance on pop culture moments

✦ Engage offline, create partnerships to create social media buzz

✦ Know when to say “no”

✦ Don’t expect results every time or often


Being Topical

✦ Extend your brand’s relevance by connecting it to current events

✦ Enter the conversation on your own terms, define your value-‐add

✦ Anticipate newsworthy events and opportunities


The Takeaways

✦ Gain buy-‐in from leadership to allow for agile actions

✦ Listen, listen, listen

✦ Empower your team

✦ Be nimble but strategic

✦ Build on your engagements


Thank You!Gayle Weiswasser: @gweiswasserAmber Harris: @TheNuwanda

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How Big Brands Use Social Media

Washington, D.C. | May 4, 2011

BlogWell DC Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle...

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