prepare for launch: the future of smart social campaigns
TRANSCRIPT
Prepare for Launch:The Future of Smart Social Campaigns
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Meet the PanelistsRoshni CoxDir. of Digital MarketingESPN@roshnicox
Aubrey FlynnVP of DigitalCombs Enterprises@aubreyflynn
Jim RuddenCMOSpredfast@jimrudden
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The Future of Smart Social Campaigns
Roshni CoxESPN
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Connecting Brands with Fans Through Conversation
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ESPN PREMIUM LIVE CONTENT DRIVES THE CONVERSATION OF THE MOMENT• 95% Live Viewing• #1 Network in Generating Social TV
Comments• Nearly 1 Out of Every 5 Social TV Comments• 92MM Referrals Back to ESPN.com from Social
Media Sites (3X Growth vs. YAG)SOURCE: NIELSEN SOCIAL GUIDE 2014, ADOBE JUNE 2015
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Snapchat
• Exclusive unique partnership with Live Stories around tentpole events and exclusive daily editions in Discover
• Exclusive sports brand in Discover
• Content includes UGC, short-form and long-form
• 15+ Instagram accounts• 175MM engagements
YTD• ESPN accounts generated
7x more comments/likes than sports media competitors combined
• 53MM unique followers• Generates ~2K
engagements per tweet across top 5 handles
• ~15MM monthly referrals to ESPN.com (20% of social traffic) driving 2x as many video starts (~31MM)
A Scalable Audience Across the Biggest Platforms
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• 41MM unique fans• Generates ~12K
engagements per post across top 5 accounts
• Unique fans of ESPN Facebook pages areup +19% y-o-y
SOURCE: FACEBOOK; TWITTER JUNE 2015; FACCEBOOK, TWITTER AND INSTAGRAM ENGAGEMENT FROM JANUARY 1- JUNE 30, 2015; SHAREABLEEE, 1/15-6/15, “SPORTS MEDIA
COMPETITORS” INCLUDE FOX SPORTS, NBC SPORTS, FS1, SPORTS ILLUSTRATED, CBS SPORTS, Y! SPORTS, B/R, SB NATION
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Sponsored Multimedia Franchises
Integration of high profile
content across all screens
Branded Content Distribution
Custom-built branded social campaigns
Platform Specific
Unique executions tailored to platform(s)
Live Events
Exclusive access into ESPN live event
content as it happens and
distributed in real-time
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Smart Social
AudienceFans/Followers
RespectRespond
DeliverContent
What they expectFast
RewardSurprise & Delight
UniqueExclusive
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Rocket FuelAubrey Flynn, VP of Digital
Combs Enterprises
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Blue FlameListener™
• Supplement research with private communities and brand monitoring. • Inform strategy
and tactics for marketing efforts.
Blue FlamePublisher™
• Influence word-of-mouth conversations.• Draw prospects
down the marketing funnel.• Facilitate consumer
interaction.
Blue FlameEngage™
• Identify and energize most enthusiastic consumers. • Wrangle
influential ambassadors to spread messages organically.• Co create content
with trustworthy industry experts.
Blue FlameEmbrace™
• Integrate customers into the innovation process. • Increase the
likelihood of developing high demand products and services.
Blue FlameAmplify™
• Message the right audience at the right time with targeted media. • Accomplish
objectives more effectively through targeting and re-messaging. • Personalize
consumer ad experiences that
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Case Studies
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In 2013, Aquahydrate had the biggest water launch in history with
over 2 billion impressions in 48 hours.
In 2015, over 500 million social media impressions
were generated for REVOLT TV live concert featuring Puff Daddy,
Snoop Dogg and friends in Madison Square
Garden.
Over 1 billion social media
impressions around the new Sean John 3AM viral video, Diddy and Cassie from April 27, 2015 to May 5 2015.
Sean John in particular experienced a 37% lift
in social media reach on Twitter, including but
not limited to Hypebeast, Complex,
High Snobiety and MANY more.
Over 4.8+ billion potential social media
impressions around Puff Daddy’s 20th Anniversary
performance and new single #FinnaGetLoose
featuring Pharrell.
#puffsnoopmsg
#finnagetloose
#3am#aquahydra
te
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90% of consumers consider social media posts from people they know to be completely trustworthy. [SOURCE, FORRESTER RESEARCH]
Relevance
TrustInfluence
Expert content is 80% more effective online than branded content and user reviews. [SOURCE, NIELSEN]
Over 65% of white and hispanic Americans believe
AA influence mainstream culture.
[SOURCE, NIELSEN]
Engage
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Ellen DeGeneres79M
Akon65M
Khloe Kardashian50.4M
Kourtney Kardashian43M
Ashton Kutcher33M
Paris Hilton24M
Jimmy Fallon35M
Romeo Santos35M
Wiz Khalifa61M
Kylie Jenner40M
Mariah Carey37M
Tyrese Gibson33M
Kris Jenner14M
Usher61M
Will I Am28M
Mark Wahlberg20M
Kim Kardashian95M
Kendal Jenner44M
A Network of Over 600 Million Followers
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GEOGRAPHIC TARGETINGPush the call-to-action in front of
targeted audience in cities that have the most fans and followers.
Rocket Fuel Amplify
KEYWORD TARGETINGPush the call-to-action in front of
targeted audience as they mention relevant keywords
including brand terms, talent and competitors.
FOLLOWER TARGETINGPush the call-to-action messaging in front of targeted audience based on the brands, talent and media channels they follow.
Q&A TimeAubrey Flynn
Combs Enterprises@aubreyflynn
Roshni CoxESPN
@roshnicox