A&E Social Media Tutorial

8/3/2019 A&E Social Media Tutorial

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SAMPLE POWERPOINT PRESENTATION

SOCIAL MEDIA IMMERSION

February 16, 2011


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Social Media Immersion

Twittorial

Why Twitter?

Communicating On Twitter

Best Practices & Case Studies

Social Media Update Facebook

Geo-Social Check-in Sites

Social TV Sites


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Why Twitter?

Over 175,000,000 registered users

370,000 new users a day 200,000,000 unique visitors per month

100,000,000 tweets created each day

9th most visited website in the United States

Source: Twitter, December 2010


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Why Twitter?

Twitters unique

characteristics are beingleveraged by many televisionnetworks to bolster tune-in

Twitter is popular among TVviewers as a way to be socialwhile watching

RSS Feed Advertising

Newsletter Social

Network

PR ToolMicroblog

Twitter is all of these things inone!


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Twitter Is

Quick to write

Quick to read Public (but can also be private)

Mobile-friendly

Opt-in

Accessible from anywhere

Real time water cooler talk A quick way to share information

A tool to gather market intelligence & insights

A way to build relationships with potential consumers

A way to moderate and take part in a conversation that is

already going on about your brand.


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The Twitter User

Female Skew (55% Female/ 45% Male)

69% Caucasian African Americans highest index

45% ages 18-34

47% have kids ages 0-17

30% have an income of $100K+

46% have a college degree

Source: Quantcast, May


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How do people use Twitter?

27% of Twitter users log-indaily

24% of Twitter users log-inseveral times a day

52% of Twitter users post anupdate everyday

What users do and how often they use

it

Laz Alonso's Twitter

Page

Source: Pew Internet & American Life Project, 8% of online Americans use Twitter Dec 9, 2010
http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/


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Communicating on Twitter

Tweet

A message under 140 characters, which may include hashtags andassets

Re-Tweeting (RT)A quick and easy way to share another persons tweet to your own

followers

@ReplyUsed when responding to another users tweet.


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Communicating on Twitter

TwitPics & TwitVids

TwitPic & TwitVids are just two services that work seamlessly with Twitter to uploadimages & videos and append them to tweets. Image assets are displayed in the secondpane.

Other services include Plixi, Vimeo, Flickr, YFrog & YouTube

Hashtags & Trending Topics

Hashtags indicate the theme of a tweet, and are used as search keywords.

Twitter's Trending Topics are topics that are immediately popular. They catch the hottestemerging trends and topics of discussion on Twitter that are the most interesting.

During the Beyond Scared Straight premiere 4 termsassociated with the show trended organically on Twitter


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How to Market Using TwitterOrganic (Free) Opportunities

Promotions & Sweepstakes

In social media where content is king, promotions, sweepstakes and specialdeals are par for the course

ReTweet contests are viral, low-cost, engaging and quick to set up

Since there are some legal concerns with activating a sweepstakes we arecurrently working through them to hopefully launch a Twitter contest thisyear.


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Promoted

TrendsAllows advertisers to insert

their own terms into theTrending Topics that

appear on the Twitterhomepage and users'

login pages.

Allows brands to drivemass reach and awareness

about a movie/showpremiere,

products, or events thatmaximize exposure and

generate additionalconversations.

Promoted

AccountsA part of the

Suggestions for Yousection of ones Twitterhandle, which suggest

accounts that people dontcurrently follow and may

find interesting

Allows brands to buildyour Twitter following

based on relevancethrough an Interest

Match or WiderInterests.

Promoted

TweetsContextually-relevant ads

delivered at the top ofuser's Twitter search

results

Allows brands to breakthrough the Twitter

clutter and driveconversation around thebrand and its relevant

keywords

How to Market Using TwitterPaid Opportunities


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Why Twitter Matters for A&E ?

Twitter followers are consumers and opinion leaders:

Are you more likelyto consume sincebecoming a follower/fan?

Are you more likelyto recommendsince becoming afollower/fan?



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Why Twitter Users Follow Brands

To get updates on future products

To stay informed about the activities of acompany

To receive discounts and promotions

To get updates on upcoming sales

To get a "freebie" (e.g., free samples, coupon)

For fun or entertainmentTo get access to exclusive content

To learn more about the company

To show my support for the company to others

To interact (e.g., share ideas, provide feedback)

For education about company topics

Someone recommended it to me

So the company could send me a direct message



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Twitter Best Practices Summary

Share content on Twitter which your followers can then share with

their followers Listen to theconversations that are happening about your brand

and in your industry

Ask what your audience wants to gain insights on how they think

Respond to your followers by retweeting & replying to them

Reward loyal fans through tweet updates about special o!ers,

discounts and deals Be Fun by keeping tweets friendly, fun and casual in tone


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Case StudiesFX | Its Always Sunny in Philadelphia

The cast of Its Always Sunny In Philadelphia live tweetsduring the episode. Their website shows a mosaic ofTwitter users messaging @sunnyfx, as well as a Twitter

aggregator.


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Case StudiesBravo | @Bravotv

Playing up brand personality and personalization

Show commentary

Shameless celebrity name dropping &commentary from Andy Cohen


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Cool Stu!on TwitterNBC | Community Twittersode

A custom "Twittersode," a scene acted out on Twitter feeds in 140 characters or less andcentered around the show's characters with the show producers. The scene was composedof 80 tweets and debuted at 7 p.m. EDT, an hour before the premiere. Celebrities promotedthe Twittersode and drove tune-in and online buzz. As a result, hashtag #nbccommunity

became a trending topic in 10 US cities.


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Social Media Update


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Did you know?

Nearly 9 out of 10 people visit a socialnetwork site of some kind

Source: Comscore White Paper 2010


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Obsessed with Facebook

48% of 18- to 34-year-olds

check!Facebook as soon asthey wake up

Source: Obsessed with Facebook [Infographic] http://mashable.com/2011/01/12/obsessed-with-facebook-infographic/#

There are 206.2 Million

Internet Users in the US.

71% of them are on

Facebook

About 28% check Facebook on

their smart phones before

getting out of bed

There are 10 million

comments posted on

Facebook every 20 minutes thats 500,000 comments

per minute

57% of people talk topeople more online

than they do in real life.

1 out of 13

people on

Earth are on

Facebook


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The Next Social Networking Trend

MOCIAL (mobile social) is media/environments which

allow for a two-way conversation and sharing throughyour mobile device. This doesnt include phone calls andtexting.

Two highly visible type of mocial environments are Geo-Social (location based) and Social TV


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Geo Social

Location-based social networks (LBSNs) o!er marketers

the promise of immediate and relevant marketing byconnecting people and nearby points of sale with geo-targeted media, including discounts, coupons and real-world rewards

Networks include Foursquare, Gowalla, SCVNGR & Loopt

Popularity Facebook Places/Deals: Potential user base of 500+ million

Foursquare: 5.5 million, with month-on-month growth of30%

Loopt: 4 million


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Social TV

60% of TV viewers use the internet & TV simultaneously

Social TV allows for networks to connect with their audiencePeople love to share what they watch

Social TV gives the audience an opportunity to not only interact with otherenthusiastic fans but earn rewards for checking in to their favorite

shows.


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Social TV

The main players in the space have been released within the past sixmonths: GetGlue, Miso, Philo, Tunerfish

GetGlue is the largest with 900,000 registered users

Its cheap, engaging & reaches highly qualified enthusiasts

The space is scaling quickly and allows for tune in advertisers toconnect with their audiences in a cost e"cient & engagingmanner

Source: Get Glue Hits 12M Rankings & 900K Users in January http://blog.adaptiveblue.com/?p=6270#


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Social TV Partnerships

Source: http://www.adweek.com/aw/content_display/news/digital/

Documents

A&E Social Media Tutorial