BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger
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Scripps Networks' VP, Interactive Marketing, Jeffery Kissinger, shares how Scripps Networks used Facebook to launch the Cooking Channel.
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BlogWell New York Social Media Case Study: Scripps Networks, presented by Jeffery Kissinger
- 2. Scripps Networks: How Facebook Led the Cooking Channel Launch
- 3. Scripps Networks announces Cooking Channel Oct 8, 2009 8 months before the launch… As the Network was still baking… Social efforts began The Set-Up
- 4. Facebook & Twitter would introduce Cooking Channel to fans first Goal: 25,000 Facebook fans by launch Social was our first brand touch point Social Media Led The Launch
- 5. Where Facebook Reach Multi-media aspect Cross promotion opportunities How Assemble the right team Executives Programming Digital Marketing/PR The Voice Developing A Brand Voice In A Public Forum
- 6. Who would be (and develop) the social brand voice? They had to be internal They had to be a food person They had to be connected to the brand They had to be someone connected to the team They had to be a social beast The Brand Voice
- 8. What if the did?
- 9. Wouldn’t we want to know either way?Risk/Reward In An Open Forum Yes.
- 10. So, The Conversation Began On Facebook
- 11. Carriage conversation Promotion platform Unexpected Conversations & Promotion What we did not expect…
- 12. Leverage Was A Nice By-product Of Our Efforts
- 13. Social was always going to be part of our internal marketing mix But now there was a real brand destination to drive people to before the website and network launched Promotion PR A Brand Destination Before The Network
- 15. On-air spots Online banners & buttons Newsletters Social media Total internal media value over 5 million dollars Cross Marketing Arsenal Drives To Facebook
- 16. Internal Assets Driving Cooking Channel Awareness
- 17. TV Promotion had a big impact on Facebook fan / like growth Social Audience Growth: TV Impact 32,903 by May 31 TV promotion begins in April Likes Jan Feb Mar May Apr
- 18. The On-air Promotion Was Noticed On Facebook
- 20. Over 32K fans Facebook - Launch Day
- 21. Fans help each other find Cooking Channel Facebook Fans Seek Out The Network
- 22. Fans Activate To Get The Network
- 23. The Fans Like The Network Programming
- 24. Cooking Channel #2 trending Google hot search on launch day 29K visits & 2,200 interactions on Facebook Facebook #5 referring site to CookingChannelTV.com 200K visits to CookingChannelTV.com TV ratings growth doubled First Week Results
- 25. Facebook Likes 118K+ Twitter followers almost 25K Facebook still a top referrer to the site CookingChannelTV.com approaching 1MM uniques and 10MM page views per month TV ratings growth continues 10 Months Later…
- 26. You can launch a brand in social media first Finding the right internal person to be the voice of your brand - it was make or break for us Use of your traditional marketing assets can significantly grow your social audience, while building awareness for the brand TV is still a powerful medium Determine what leverage points might be created Be prepared on launch day with a response team Think learn/reward Lessons Learned From The CC Social Launch
- 27. CookingChannelTV.com Facebook.com/CookingChannel @CookingChannel Jeffery Kissinger jkissinger@scrippsnetworks.com @jkissinger Questions?