rethinking sponsorships in the age of social
DESCRIPTION
Sponsorships should be more than a logo placement. 80% of people skip through commercials, 33% of display ads are never served, and the average click-through rate for banner ads is a whopping 0.1%. How are smart media companies and brands finding ways to grab their audience’s attention? The solution: social sponsorships. Learn how brands and media companies are tapping into passionate fan bases with social sponsorship campaigns that create more engagement for their brand and more earned media for their media partners.TRANSCRIPT
Rethinking Sponsorships in the Age of Social
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Meet the Panelists
Joe Andosca Director, Integrated Partnerships truTV
Nick Freeman VP, Sales Integration FOX Sports Digital
Amber Quist VP, Brand Marketing Spredfast
Corey Pudhorodsky Manager, Customer Partnerships Spredfast
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Our Approach: Overview
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Aligned Authentic Measured Optimized
Same approach as with all content creation
Programs that are native to the
platforms where they live
Focus on measuring
performance across social communities
Capitalize on the strengths of each platform
Windows of Relevancy
1 Hour
Real-time reaction
Highlights
24 Hours
Analysis
Opinions
Original programming
Infinite
Evergreen content
We’re still testing and
learning
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Go To Market Approach
Educate about what our audience engages with Define value of branded social integrations Empower through materials Partner with the platforms directly
Listen to our partners Match content to their preferences and strengths Co-develop programs that achieve brand objectives Track and Optimize
Enabling Our Sales Team Partnering with Brands
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Case Study: Mike Pereira
Originated as a TV program
Web video promoted on social media
Real-time videos with fan interaction
Increasingly authentic social integration
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Case Study: @TheBuzzer
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Key Results
• 30% of visitors to the site engaged with a social product on the site
• 33% of the interactions with the pins on the map were with the MAC Cosmetics’ store location pins
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The New truTV – Way More Fun
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Case Study: Impractical Jokers FANarchy Objective Challenge the status quo with a first-to-market promotional partnership that drives awareness of GEICO’s humorous and playful brand reach through a video agnostic, cross-platform approach.
Strategy Leverage fan engagement surrounding the return of the Impractical Jokers with an eight-week long, original brand integrated marketing platform spanning across linear, digital and social platforms. Dubbed Impractical Jokers FANarchy, this multi-phased promotion featured new custom content with talent released on an on-going basis to drive persistent awareness, tune-in, and social activity while featuring GEICO brand messaging.
FANarchy Intro Video
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TV: On-Air Network
Support
Digital: Editorial & Media
Promotion
Social: truTV Social Media
Promotion
FANarchy Digital Environment: Facebook
& truTV.com
Social Sharing, Unlocking Content,
Drives Spread
GEICO Website
Digital Impressions
FANarchy: A TRU 360 Experience
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Pre-Promotion 12/19-1/1
FANarchy 1/2-1/30
Fan’s Choice Voting 1/30-2/8
Fan’s Choice Challenge 2/13
FANarchy – The Four Phases
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FANarchy Branded Content
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Source (FANarchy): truTV Digital research based on Google Analy=cs, YouTube Analy=cs, and Facebook Insights. Mass Relevance. Period: 12/19/13-‐2/24/14. Source (5th Joker): truTV Digital research based on Facebook Insights and TwiQer data. Period Nov. 2012 – March 2013.
Social Metric GEICO – FANarchy
Facebook Likes, Comments, Shares 193,000
Facebook Impressions 10.8 MILLION
Total Tweets 7,000
Twitter Impressions 19 MILLION
FANarchy Social Reach: Blew Away Our Expectations
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