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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 34San Francisco2-4-2015

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Wells FargoJulie MilbrandReal-time social marketing: Futbolin Brazil

Case Study: Real Time Social Marketing: Futbol in Brazil Julie Milbrand SVP, Enterprise Social Media Julie.A.Vaughan@Wellsfargo.com

February 4, 2015

Wells Fargo Social Properties

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Social Media Command Centers

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Campaign

Build a Network of Advocates

Deliver Personalized Exchanges

Social Strategies

Campaign Objective

Drive Awareness and Engagement around

Soccer Sponsorships and Convenience & Access

DRIVE CHECKING CONSIDERATION

Establish an Integrated

Content Plan

Meet Millennials at

Every Touchpoint

Understand Millennial

Needs

Soccer (MLS/FMF)

Social KPIs BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer

Increased Rate of Engagement With Soccer Content and Experiences

Moments that Reinforce Soccer & #GettingItDone Social Lens

Soccer | Social Approach

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Social media records set during the tournament

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Source: http://www.bbc.com/news/blogs-trending-28295898

Twitter

During final match, a new record was set for # of

tweets per minute - 618,725

Most talked about sports

game ever was #BRAvsGER with 35.6M

tweets

Facebook

First ever event generating 1B

interactions (sporting or otherwise)

Final tally: 350M people participated in 3B total

interactions

DRIVE CHECKING CONSIDERATION

FMF • Social Listening - Actively listened and engaged in social

before, during and after the key Mexican National Team matches

• Local Events - Drove local awareness around Wells-Fargo sponsored viewing parties through geo-targeted social posts

• Captured real-time fan images • Encouraged use of #GettingItDone tag at experiential activations

• Real time marketing – Inaugural RTM in Command Center

featured real-time content and post-game infographics around soccer passion points

• Facebook, Twitter, G+ • Entertaining tweets and responses to fans • Leveraged pre-approved design templates and conversation

themes to efficiently create and publish content MLS • Supported 20+ MLS players on national teams in Brazil by

creating post-game infographics around which players were #GettingItDone

• Demonstrated ongoing MLS partnership by promoting #ForClubandCountry hashtag

Social Media Overview - Mexican National Team (FMF) & Major League Soccer (MLS) in Brazil

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Day of Match: 100-200 minutes

2 days prior

Geo-targeted social posts for

Wells Fargo sponsored local viewing parties San Francisco

Command Center takeover for live Mexico matches

Live content transfer from local viewing

parties Real-time creative

based on #GettingItDone

game stats, local viewing parties,

trending hashtags

Finite interest-based targeted

for paid amplification

Fan engagement around FMF and

MLS player excitement

FMF: Real-Time Social

FMF: Geo-Targeted Social Posts

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FMF: Real-Time Social

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• Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in 2007

• Lowest CPE of any current campaign with paid amplification

• Paid interest targeting and relevant content reached millennial soccer fans where they spend time

Game 3 1,380 Engagements

Game 2 602 Engagements

Game 1 377 Engagements

FMF Highlight: Twitter

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MLS: Post-Game Social

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•91% of all mentions were from Twitter

•Includes comments/replies to WF posts

1500+ mentions

•Sentiment was mostly neutral

•Anti-American and Anti-Mexican comments were hidden by platform managers and not included in negative sentiment calculations

4% positive 93% neutral 3% negative

sentiment

•29% paid •Includes 47 Tweets, 20 Facebook posts, and 11 Google+ posts

78 posts

•50% paid •58% on Twitter and 42% from Facebook

8M impressions

•94% paid •Strong engagement rates:

• Facebook: >3X engagement rate from previous month • Twitter: >1.5X engagement rate from previous month

53K engagements

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Brazil Soccer Results

Team ESM marketing lead ESM listening & moderation 4 ESM platform managers 4 risk, legal & compliance partners 3 EM sponsorship leads 2 Digital Marketing Team consultants 9 Social and Media Buying Agency partners 24 Core Team Members!

It took a village…and lots of planning

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Key learnings

Real time isn’t really real time – plan ahead for all potential scenarios

Be flexible and ready for shifts in plan/content while activating

Join the conversation Teamwork makes the dream work

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Thank you! #GraciasMexico

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 34San Francisco2-4-2015

Learn more about Member Meetingssocialmedia.org/meetings