Fox VP of Interactive Hardie Tankersley, who oversees social media marketing for several hit series, including Glee, Bones and Family Guy, and Gleanster's Jeff Zabin discuss the art and science of building a wildly successful social media campaign. Jeff shares his latest research in social, based on the experiences of hundreds of Top Performers. Hardie shares how he and his team: Build an audience strategy Make plans in an ever-changing social environment Expand engagement among fans Identify influencers and advocates, and Track and measure success Dave Hanley, co-founder and principal of Banyan Branch, also shares their recommendations for building social campaigns and getting the most out of social through a strategic, comprehensive approach.

1. The Glee Way to Win in
Social Media
Hardie Tankersley, FOX
Jeff Zabin, Gleanster
Dave Hanley, Banyan Branch
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2. Today’s Presenters
Hardie Jeff Dave
Tankersley Zabin Hanley
VP Interactive Research Director Cofounder & Principal
FOX Gleanster Banyan Branch
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3. Our Sponsor: Banyan Branch
Social
Media
agency
for
FOX
and
other
top
brands
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4. Jeff Zabin - Gleanster
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17. Dave Hanley – Banyan Branch
Four Recommendations
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18. #1 - Place Analytics at the Center
• Cutting-edge analytics places high-octane InfluencerID
data & visualizations in your hands Percep,on
Analysis
• Measure the impact of social on real Social
Audience
business objectives Social
Benchmark
Campaign
Repor,ng
• All campaigns should begin with metrics at Community
Profile
the core of the experience Compe,,ve
Analysis
Event
Repor,ng
Our
numbers
inform…
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19. #2 - Social is the New Creative
• Digital experiences, web sites, videos, and content Viral
Videos
need social at the core Microsites
• Today’s interactive needs to be cut from social Branded
Channels
cloth - no tailoring last season’s style Campaign
Content
• Begin with the social interaction, social currency & Social
Experiences
social analytics to create experiences Event
Design
• Creative boosts engagement, builds core social Mobile
Apps
assets, targets audiences & positions brands Widgets
Our
crea,ve
powers…
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20. #3 - Social Strategy is Business
• Develop specialized strategic plans that use social Strategic
Plans
methods to achieve real business objectives. Social
Snapshot
• Clients and agencies should partner deeply to Compe,,ve
Analysis
create and execute a cohesive social media Social
Persona
strategy across all campaigns
Message
Tes,ng
• What we call “social media” will soon simply be
called “business”
Our
strategies
drive…
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21. #4 - Engagement Unleashes Social
• The end-to-end solution requires executing the Champions
Program
strategy and engaging your audience directly & Blogger
Rela,ons
regularly. Influencer
Outreach
• Actively engage in influencer outreach, blogger Channel
Mgmt
relations, profile management, content seeding, Content
Crea,on
and monitoring. Crisis
Management
• Find brand supporters and turn them into Video
Seeding
champions. Social
PR
We
are
our
brands
online…
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22. Hardie Tankersley - FOX
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23. Fun Facts
You
would
need
17
Family
Guy
has
President
FOX
has
two
of
the
Yankee
Stadiums
to
more
Facebook
Fans
Obama
has
most
liked
pages
on
hold
Glee’s
than
Jus,n
Bieber.
~10
million
Facebook:
TwiNer
followers.
fewer
fans
than
-­‐Family
Guy
(#9)
The
Simpsons
-­‐The
Simpsons
(#14)
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24. FOX By the Numbers
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
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25. Glee
• Started early
– It’s important to be first Facebook
• Averages
1
million
• Launched with a “biggest fan incremental
fans
a
month.
contest” • 15
million
fans
at
the
end
of
June.
• Lots of great content • Post
views
since
January:
2,042,739,639
• Main characters have a
presence TwiGer
• Over
4
million
new
• Social sponsor integrations followers
since
January.
with AmEx, GM
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26. Facebook:
• 902%
Post
View
Change
MoM
in
June
• Over
7
million
post
• Premiered in March views
• Miso app interactivity, polls, questions,
TwiGer:
pick’em, sharing • 93%
increase
in
• Live Tweet Alongs with Gordon followers
in
June
• 1.4
million
total
RT
Ramsey have been the main driver of reach
in
June
new Facebook fans, Twitter followers
and social engagement.
• Lesson: fans crave real connection
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27. X FACTOR
Premier:
Sept
2011
YouTube
• The X Factor will be a hugely social show
• Premiere
video
saw
• Big traffic so far for a show that hasn’t 680k
views
in
first
week
started yet
• YouTube auditions
• X Factor World Premiere Video debuted on
July 12 during MLB All-Star Game.
• With GetGlue check-in sticker rewards
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28. 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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29. Tweet like you mean it!
• 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
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30. Build a Channel
• 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
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31. 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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32. Questions?
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