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BlogWell Philadelphia Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

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In their BlogWell Philadelphia presentation, "Using Social Media to Supercharge Discovery Channel's Shark Week," Discovery Communications' Amber Harris and Gayle Weiswasser share how Discovery Channel used social media to turn up the volume and engagement for its intense fans during its annual Shark Week event.

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Using Social Media to Supercharge Discovery Channel's Shark Week Gayle Weiswasser & Amber Harris November 9, 2010
Shark Week Overview Cable’s longest-running programming event (23 years & counting), synonymous with Discovery Channel Robust marketing, communications & social media campaigns aimed at celebrating the “national holiday” nature of the annual event Messaging around shark conservation bolstered by partnership with Oceana, including on-air & online PSAs Extensive online content, including video, live-stream from the Georgia Aquarium, facts & trivia, games and a petition against shark finning Locally focused activities around DiscoveryCommunications’ Silver Spring HQ
Social Media Strategy Focus on celebrating sharks and Shark Week fans, tying into the national holiday angle ,[object Object]
Let fans speak for usIdentify and engage influencers & new audiences in organic ways ,[object Object]
Creative, not forced, engagementAmplify the volume of pop culture buzz through social media ,[object Object]
Natural crescendo over summerEngage fans beyond Shark Week ,[object Object],[object Object]
Top-tier entertainment sites and blogs
Niche blogs (e.g., environment),[object Object]
Focus on Twitter (real-time, access to influencers),[object Object]
Offer on-air incentive,[object Object]
Utilize rich media opportunities unique toFacebook platform,[object Object]

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BlogWell Philadelphia Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

  • 1.
  • 2. Using Social Media to Supercharge Discovery Channel's Shark Week Gayle Weiswasser & Amber Harris November 9, 2010
  • 3. Shark Week Overview Cable’s longest-running programming event (23 years & counting), synonymous with Discovery Channel Robust marketing, communications & social media campaigns aimed at celebrating the “national holiday” nature of the annual event Messaging around shark conservation bolstered by partnership with Oceana, including on-air & online PSAs Extensive online content, including video, live-stream from the Georgia Aquarium, facts & trivia, games and a petition against shark finning Locally focused activities around DiscoveryCommunications’ Silver Spring HQ
  • 4.
  • 5.
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  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Shark Week trending topics emerged throughout the week.Over 25,000 public Facebook status updates about Shark Week were shared during the first week of August. Celebrity engagement extended across audiences: Joe Jonas, Lauren Conrad, Stephanie Pratt, Alyssa Milano, Craig Ferguson, Jimmy Kimmel, Kirstie Alley, Brad Paisley, Ashley Tisdale and others. * June – August 2010
  • 14.
  • 15.
  • 16. Increased CredibilityTwitter Engagement Partners Celebrities/Influencers Brands Fans Mixed Results Chompie Photo Contest Facebook What Didn’t Work Shark Week Video Challenge
  • 17. blog.discoverycommunications.com | @DiscoveryComm gayle_weiswaser@discovery.com | @gweiswasseramber_harris@discovery.com | @TheNuwanda