the second screen: connect your fans -- leila thabet, we are social us (breaking bad)
Post on 13-Sep-2014
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realtime marketing business use case by Leila Thabet (@TweetingLeila), Managing Director, We Are Social US (Breaking Bad) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.TRANSCRIPT
hello.We are social
we are a conversation agency
Built from the ground We’re a new kind of agency built for the age of social media.
up
we are social
New York
São Paulo Sydney
Singapore
Milan
MunichParis
London
380 staff in 8 offices around the world
4
We help brands listenunderstandengage
…in conversations.
we are social
we are social
The Final SeasonGO BIG OR GO HOME
we are social
A completely fanatical audience
we are social
So fanatical, they refer to themselves as addicts
we are social
We knew they’d be talking…
we are social
So how did we get them talking even more?
We knew they’d be talking…
we are social
#BBaddictThe more you give, the more you get.
we are social
#BBaddictIncentivizing fan engagement
we are social
we are social
we are social
we are social
we are social
LimitationsMoving at the speed of everybody else
we are social
No advanced scripts, screenings or plot points
We watched the season unfold in real time with everyone else
we are social
Weekly team brainstorms analyzed top themes, quotes and characters
to inform each week’s strategy
we are social
Tapping into existing conversations by creating content based on topics fans were already talking
about
we are social
we are social
And creating original content that surprised and delighted our fans
we are social
we are social
Our #AwkwardGuacamole post became a part of the
zeitgeist of the show, setting the standard for how fans
referred to a pivotal scene of the series.
we are social
The Final EpisodeIn the days before the series finale,AMC aired a Breaking Bad marathon
we are social
We pulled out all the stops to take advantage of this momentous event
and drive tune-in
we are social
We recruited some of the biggest Breaking Bad
fanatics to live-tweet the marathon to
their over 1.8M followers
we are social
We gave our fans multiple ways to say #GoodbyeBreakingBad leading up to the finale
we are social
And let our fans say goodbye to each character of this amazing series
WALT JESSE HANK SKYLAR
SAUL WALTER JR. MARIE TODD
we are social
we are social
ResultsWe Are Social
content received
150% more
engagement than any
content than had been
produced for the show
Over
125,000BBADDICTS
in the first month, who achieved
Nearly
DOUBLED
Twitter followers
In two monthsIncreased fans by
1,400,000
Across all platforms
21 millionpoints
Thank [email protected]