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A&E Network: Critics' Choice Awards social media case study, presented by Morgan Greco

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In her SocialMedia.org Member Meeting case study presentation, A+E Television Networks’ Senior Director of Social Media and Fan Engagement, Morgan Greco, discusses how made social media a vital and successful part of the Critics’ Choice Awards.

Morgan goes into detail about the initiative, talking about getting the critics involved as social ambassadors, creating a social centerpiece at the event, and more.

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A&E Network: Critics' Choice Awards social media case study, presented by Morgan Greco

  1. 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015 Learn more about Member Meetings socialmedia.org/meetings A&E Network Morgan Greco Critics’ Choice Awards social media case study
  2. 2. @MorganGreco Senior Director, Social Media & Fan Engagement A&E, HISTORY, H2
  3. 3. A Critics’ Choice Award is seen as prestigious by Hollywood and the leading stars
  6. 6. •  Early Awareness •  Social Engagement •  Reach Campaign tenants
  8. 8. •  Customgraphics •  Nominations •  Countdown •  RedditAMAwithcritics Early Awareness Tactics
  9. 9. Blogger Partnership ‣ Partnered with entertainment sites and blogs to do iPad giveaways in an effort to promote the show and the Social Centerpiece™
  10. 10. Mingling With Movie Stars ‣ Short, humorous video series featuring Michael Strahan giving tips on how to “mingle” with movie stars. Released across social media in promotion of awards.
  12. 12. •  Redcarpetcoverage •  Twitter mirror •  Social team on carpet •  WarRoom •  Carpet & show •  Custom content •  .gifs •  Fan response •  Real-time clip distro •  YouTube •  Press Social Engagement Tactics
  13. 13. Social Centerpiece™ ‣ iPad Minis on 40 celebrity tables pre-loaded with specialized Twitter Mirror software ‣ Designed to get celebrities and critics interacting live with the audience at home over social media
  14. 14. Social Centerpiece™ PressHighlights
  15. 15. •  Critics’&hostkits •  Treated the critics as ambassadors – trained them how to use the Social Centerpiece™ through scheduled phone calls and documents •  Worked with Strahan to train him on Social Centerpiece™ Social Centerpiece™ Training
  16. 16. REACH
  17. 17. •  Pre-premierepaid •  Facebook, Twitter, Reddit •  Real-timepaid •  Twitter amplification of best performing content Paid Social
  18. 18. Maker Studios Live Viewing Party ‣ To complement the broadcast, during commercial breaks the stream cut to a Live Viewing Party at Maker Studios. ‣ The party featured Maker Talent who provided fashion and film commentary, comedy sketches and drove continuous conversation across social.
  19. 19. Sponsored Sweepstakes ‣ Convergent sweepstakes (linear & digital) with two in-show on-air calls to action directing fans to tweet #CCAsweeps for a chance to win instant prizing from Pizza Hut. 
  20. 20. Did It Work? 5.4MM Total Impressions 296,686 Total Engagements 5.40% Total Engagement Rate Includes Paid + Organic •  Won Nielsen Twitter TV Ratings week 1.12, beating out competition from top social shows such as The Bachelor •  Generated widespread earned media coverage with press picking up on the Social Centerpiece™ activation •  Highest rated cable ratings performance ever for the show
  21. 21. Looking Ahead Critics’ Choice TV Awards – May 31st ‣ PUSH OUT MORE CONTENT! ‣ Fans wanted and demanded more from us ‣ Train critics more efficiently ‣ YouTube training – visual representation of what we are doing ‣ War Room – not organized enough ‣ Give specific roles & flow chart of responsibilities for all ‣ Give fans a voice in the process: Fan art red carpet, Bingeworthy Award, Tweet a Drink
  22. 22. Learn more about past and upcoming Member Meetings socialmedia.org/meetingsSOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015 Learn more about Member Meetings socialmedia.org/meetings