BlogWell San Francisco Case Study: Yahoo!, presented by Robin Zucker
16
SocialMedia.org Video Case Studies Robin Zucker The Evolution of Social Strategy This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell San Francisco March 27, 2012 socialmedia.org/blogwell
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Transcript of BlogWell San Francisco Case Study: Yahoo!, presented by Robin Zucker
SocialMedia.orgVideo Case Studies
Robin Zucker
The Evolution of Social Strategy
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Francisco
March 27, 2012socialmedia.org/blogwell
In 2011 Yahoo! focused on growing an engaged base on Facebook.
As we move into 2012 we are focused on taking this strong base and
more deeply engaging them.
Program Objectives
More social: Connect with socially active movie fans
Grow: Increase the Yahoo! Movies Facebook fan base
Reinforce: Yahoo! Movies is the premiere online movie
destination
Overall Objectives
Our Strategy
Socially Relevant: Take advantage of Summer Movie season to
capture the active movie goer
Hits fans from all angles: Reach movie fans online and offline
throughout the movie going process with social at the center
Relevant: Reward a movie-going audience and capture quality
“Likes” in return for sustained engagement
Share and Engage: Surprise and delight movie fans giving them a
reason to engage and share and reinforce Yahoo! Movies as their
go to for movie-making decisions
Reinforce Movie Going Behavior
Our Approach: It All Starts on Yahoo!
Take advantage of the 24MM engaged users that visit Yahoo! Movies each month and exclusive studio assets.
Our Approach: Amplify, Engage and Grow on Social
Connect with a relevant movie-going audience with a compelling and
inherently sharable offering and reason to keep coming back after the
promotion. Focus mainly on Facebook.
Our Approach: In Theater, Offline Exposure
537
Locations Nationwide
6,000+ Screens
90,000,000 Visitors Throughout
the Summer
Use mobile to connect online to offline, and offline
to online.
IN THEATRE SIGNAGE AND VIDEO
Strategic Partnership with Regal Cinemas
Mobile Microsite Dedicated Facebook Tab
The Experience: Two Distinct Means of Entry 1) In Theatre 2) Online
Redemption Redemption
IN THEATRE SIGNAGE AND VIDEO
In Theatre Placements Social Site
The Experience: In Theater Mobile Microsite
Social Check-in Message
Shared on Facebook
Social “Like” Message Shared
on Facebook
Additional Share
Opportunity on Facebook
IN THEATRE SIGNAGE AND VIDEO
The Experience: Online
Social “Like” Message Shared
on Facebook
Share Opportunity on Facebook
Can’t wait to see Harry Potter!
Prominent Ticket Search and Share Buttons
1.2 Million New Facebook Likes
for Yahoo! Movies
Results: By the Numbers
1.4 Million Minutes Spent on the Yahoo!
Movies Website
$1 Million In Free Popcorn Munched by
Yahoo! Movies fans
200,000+ Facebook Check-Ins at Regal Cinemas
What Worked Well
Tied to an event: Tapping into the excitement of the Summer Movie going
season, with great offer and assets from studios to engage our target
audience -when they were making decision of what movies to see (online)
and when they were in theatre (offline)
Partnership with Regal Cinemas to adapt as the program did.
Agency partnership allowed for real-time optimization
Flexibility to adapt program after launch
Offer was relevant, compelling and highly sharable
Limitations with standard mobile Facebook application
Doesn’t allow for co-branded check-in wall posts
No ability to track deal exposure
Limited to smartphones
National chain partner coordination
Staff training of part-time, minimum wage employees
In theatre placement
Limited ability to optimize in-theatre placements post-launch
First mobile/digital promotion.
Consumer reaction
Initial confusion over mobile site flow
Those without smartphones the “loudest” in social media
Challenges of mobile coverage.
Training staff on a new approach to coupon redemption
Managing Expectations
“Never been done” premise made it difficult to anticipate and plan for expected
participation, redemption numbers, etc.
Challenges Faced During Program Development
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Fracisco
March 27, 2012socialmedia.org/blogwell
