Banyan Branch 7/28 Webinar f/Fox & Gleanster

Banyan Branch • Confidential

The Glee Way to Win in Social Media Hardie Tankersley, FOX Jeff Zabin, Gleanster Dave Hanley, Banyan Branch

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Today’s Presenters

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Hardie Tankersley VP Interactive FOX

Dave Hanley Cofounder & Principal Banyan Branch

Jeff Zabin Research Director Gleanster


Our Sponsor: Banyan Branch

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Social Media agency for FOX and other top brands


Jeff Zabin - Gleanster

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Banyan Branch • Confidential 7/29/11 5













Dave Hanley – Banyan Branch Four Recommendations

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#1 - Place Analytics at the Center

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•  Cutting-edge analytics places high-octane data & visualizations in your hands

•  Measure the impact of social on real business objectives

•  All campaigns should begin with metrics at the core of the experience

InfluencerID Percep,on Analysis Social Audience Social Benchmark Campaign Repor,ng Community Profile Compe,,ve Analysis Event Repor,ng

Our numbers inform…


#2 - Social is the New Creative

•  Digital experiences, web sites, videos, and content need social at the core

•  Today’s interactive needs to be cut from social cloth - no tailoring last season’s style

•  Begin with the social interaction, social currency & social analytics to create experiences

•  Creative boosts engagement, builds core social assets, targets audiences & positions brands

Viral Videos Microsites Branded Channels Campaign Content Social Experiences Event Design Mobile Apps Widgets

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Our crea,ve powers…


#3 - Social Strategy is Business

•  Develop specialized strategic plans that use social methods to achieve real business objectives.

•  Clients and agencies should partner deeply to create and execute a cohesive social media strategy across all campaigns

•  What we call “social media” will soon simply be called “business”

Strategic Plans

Social Snapshot

Compe,,ve Analysis Social Persona

Message Tes,ng

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Our strategies drive…


#4 - Engagement Unleashes Social

•  The end-to-end solution requires executing the strategy and engaging your audience directly & regularly.

•  Actively engage in influencer outreach, blogger relations, profile management, content seeding, and monitoring.

•  Find brand supporters and turn them into champions.

Champions Program Blogger Rela,ons Influencer Outreach Channel Mgmt Content Crea,on Crisis Management Video Seeding Social PR

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We are our brands online…


Hardie Tankersley - FOX

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Fun Facts

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You would need 17 Yankee Stadiums to

hold Glee’s TwiNer followers.

Family Guy has more Facebook Fans than Jus,n Bieber.

President Obama has ~10 million

fewer fans than The Simpsons

FOX has two of the most liked pages on Facebook: -‐Family Guy (#9) -‐The Simpsons (#14)


FOX By the Numbers

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132 Million Total Fox Facebook fans at the end of June

9.6 Million New Fox Facebook fans added in June

550 Million YouTube plays on Fox & Glee channels

1.5 Billion Facebook post views for Family Guy & Simpsons YTD

9 Million TwiNer retweet reach in June

3.8 Million X Factor TwiNer retweet reach in June (debu,ng this fall)

2 Billion Views of Glee’s YouTube channel year to date


Glee

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•  Started early –  It’s important to be first

•  Launched with a “biggest fan contest”

•  Lots of great content •  Main characters have a

presence •  Social sponsor integrations

with AmEx, GM

Facebook •  Averages 1 million

incremental fans a month. •  15 million fans at the end

of June. •  Post views since January:

2,042,739,639

TwiGer •  Over 4 million new

followers since January.


•  Premiered in March •  Miso app interactivity, polls, questions,

pick’em, sharing •  Live Tweet Alongs with Gordon

Ramsey have been the main driver of new Facebook fans, Twitter followers and social engagement.

•  Lesson: fans crave real connection

Facebook: •  902% Post View Change MoM in June •  Over 7 million post views

TwiGer: •  93% increase in followers in June •  1.4 million total RT reach in June


X FACTOR

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•  The X Factor will be a hugely social show •  Big traffic so far for a show that hasn’t

started yet •  YouTube auditions •  X Factor World Premiere Video debuted on

July 12 during MLB All-Star Game. •  With GetGlue check-in sticker rewards

Premier: Sept 2011

YouTube

•  Premiere video saw 680k views in first week


Keys to Success on Facebook

•  Everything is content. No spam. •  Everything is interactive, sharable •  Timeliness matters •  Leverage the culture stream •  Activate the fans •  Manage interaction rates closely!

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•  16 active Twitter handles •  Tweets with links to videos and fan

participation have the highest RT volume.

•  Be authentic •  People are more popular than brands •  A little promoted tweet can’t hurt to

build audience

Tweet like you mean it!


Build a Channel

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•  YouTube as a hub can drive traffic back to a site

•  Links and metadata are important •  Great share-ability •  Top YouTube video on Glee: Forget You with

Gwenyth Paltrow: 22.9 Million •  Hits: Family Guy’s Bird is the Word is 30% of

Fox Broadcasting’s channel plays •  Complicated ad and revenue model


Top 5 Learnings

•  Content is King •  Give the Fans something to talk about •  Make it easier for fans to find your channels (on air mentions) •  Guest judges and celebrity performers increase fans/followers •  Live tweet chats, polls, and contests increase engagement and fans

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Questions?

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