BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger
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Transcript of BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger
Scripps Networks: How Facebook Led the Cooking Channel Launch
• Scripps Networks announces Cooking Channel Oct 8, 2009
• 8 months before the launch…
• As the Network was still baking…
• Social efforts began
The Set-Up
• Facebook & Twitter would introduce Cooking Channel to fans first
• Goal: 25,000 Facebook fans by launch
• Social was our first brand touch point
Social Media Led The Launch
• Where
– Facebook• Reach
• Multi-media aspect
• Cross promotion opportunities
• How
– Assemble the right team• Executives
• Programming
• Digital
• Marketing/PR
• The Voice
Developing A Brand Voice In A Public Forum
• Who would be (and develop) the social brand voice?– They had to be internal
– They had to be a food person
– They had to be connected to the brand
– They had to be someone connected to the team
– They had to be a social beast
The Brand Voice
• What were the risk/ reward scenarios?– We played out hundreds
• After much discussion it came down to three questions and one big conclusion • What if consumers did not like what we were doing?
• What if the did?
• Wouldn’t we want to know either way?
Risk/Reward In An Open Forum
Yes.
So, The Conversation Began On Facebook
• Carriage conversation
• Promotion platform
Unexpected Conversations & Promotion
What we did not expect…
Leverage Was A Nice By-product Of Our Efforts
Social was always going to be part of our internal marketing mix
But now there was a real brand destination to drive people to before the website and network launched
– Promotion
– PR
A Brand Destination Before The Network
• Launch Cooking Channel creating a social presence and use internal assets to help build the audience
Oct 2009 Launched Facebook & Twitter
pages
Mar 2010 Press
drives to Facebook
Apr 2010 Marketing
assets drive to
May 2010 Marketing
assets drive to
Blog
May 27th Website launch
May 31st Network launch
The Plan: Building Anticipation
Social Anticipation Builds
• On-air spots
• Online banners & buttons
• Newsletters
• Social media
• Total internal media value over 5 million dollars
Cross Marketing Arsenal Drives To Facebook
Internal Assets Driving Cooking Channel Awareness
• TV Promotion had a big impact on Facebook fan / like growth
Social Audience Growth: TV Impact
Jan Feb Mar MayApr
32,903 by May 31
Likes
TV promotion begins in April
The On-air Promotion Was Noticed On Facebook
Launch Was Upon Us!
• One last push!
• 35+ Blogs posted our Blogger Break badges
The Food Blogger Break – Memorial Day Weekend
• Over 32K fans
Facebook - Launch Day
• Fans help each other find Cooking Channel
Facebook Fans Seek Out The Network
Fans Activate To Get The Network
The Fans Like The Network Programming
• Cooking Channel #2 trending Google hot search on launch day
• 29K visits & 2,200 interactions on Facebook
• Facebook #5 referring site to CookingChannelTV.com
• 200K visits to CookingChannelTV.com
• TV ratings growth doubled
First Week Results
• Facebook Likes 118K+
• Twitter followers almost 25K
• Facebook still a top referrer to the site
• CookingChannelTV.com approaching 1MM uniques and 10MM page views per month
• TV ratings growth continues
10 Months Later…
• You can launch a brand in social media first
• Finding the right internal person to be the voice of your brand - it was make or break for us
• Use of your traditional marketing assets can significantly grow your social audience, while building awareness for the brand
• TV is still a powerful medium
• Determine what leverage points might be created
• Be prepared on launch day with a response team
• Think learn/reward
Lessons Learned From The CC Social Launch
CookingChannelTV.com
Facebook.com/CookingChannel
@CookingChannel
Jeffery Kissinger
@jkissinger
Questions?
