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How to Empower Your Digital "SuperFans" to Drive Offline Engagement

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Our Social Times
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"Involve the fans" is the sine qua non of digital marketing today. But to date, these participation opportunities have been limited. What happens if you let brand advocates all the way into the tent? In this presentation Josh Richman of WGN America, Tribune Broadcasting's national cable network, and Keith Blanchard of Story Worldwide, show how you can drive offline behavior through digital by involving advocates in the creation of content, and curating the digital communities that form around it.

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RISE OF THE SUPERFANS Growing TV Audience By Empowering Digital Communities
How to Empower Your Digital "SuperFans" to Drive Offline Engagement
WE’RE PUTTING SUPERFANS ON TV.
TODAY’S PLAYLIST • The Partnership and Our Challenge • The Superfan Strategy • Handing Over (Gulp!) The Keys • Results and Next Steps • Q&A
The PARTNERSHIP. How Superstation WGNA and Story Worldwide came together.
How to Empower Your Digital "SuperFans" to Drive Offline Engagement
the DIGITAL AGENCY with an EDITORIAL DEPARTMENT.
we create CONTENT people want to SHARE.
the SUPERFAN STRATEGY. How to involve brand fans, create engaging content with them, and thereby arm them to become powerful advocates.
FOR FANS, FAME is the ULTIMATE CURRENCY.
INFLUENCER TARGETING We proposed a three stage effort to draw the crowds. SUPER FANS create the good stuff CASUAL FANS spread the news POTENTIAL FANS kick back and enjoy 25 SuperFans with 1000 followers, who themselves each have 130 friends = potential audience of 3.25 million.
Step 1: Kick off SUPERFAN RELATIONSHIPS
Step 2: Create ORIGINAL, SHAREABLE CONTENT
Step 3: Launch and support casual fan SOCIAL HUBS
Step 4: Ignite and sustain multiple MEANINGFUL CONVERSATIONS
WHAT WE LEARNED RIGHT AWAY • Superfans don’t want to work for an advertiser…they want to play with other creative people. Editorial outreach works. • Casual fans love to be heard and responded to, and they love and finding one another. They can be a surprisingly cohesive unit. • In the context of a fan hub, fans appreciate tune-in information as real user service, not sponsor messaging to be suffered.
HANDING OVER the KEYS. How putting this theory into action quickly led us to new and exciting ways to involve the fans with the shows they love.
SHOW BY SHOW, WE’RE ESTABLISHING DIGITAL CONVERSATIONS.
ON-AIR PROVIDES TUNE-IN INFO, AND DRIVES TO DIGITAL.
ONLINE, FAN-BASED FILMS ARE SHAREABLE CONVERSATION STARTERS.
HIMYM FANS WHO SENT IN MOTHER’S DAY TWEETS COULD TUNE IN TO SEE IF THEIRS MADE IT ON-AIR.
THROUGH SOCIAL MEDIA, FANS ARE INVITED TO DECIDE THE LINEUP OF SHOW MARATHONS.
THE WGNA DIGITAL COMMUNITY SO FAR GROWTH POTENTIAL In six months, we’ve gathered 300,000 fans of one show, and have a clear understanding of the cost to get there…and to grow to 500k, 1m, and beyond. EXPANDABILITY We’ve begun the effort with How I Met Your Mother and 30 Rock; other key shows to follow. We will deploy different content strategies for each. ENGAGEMENT Through constant conversation monitoring and real-time responding, we’ve created real engagement and a motivated, self-reinforcing community. PRODUCTIVITY The size of the test case makes it hard to see just how much we’re moving the needle on audience tune-in. But anecdotal evidence is gathering…
RESULTS and NEXT STEPS. How it’s working so far…and where we’re taking the program in 2012 and beyond.
ANECDOTALLY, we seem to be DRIVING OFFLINE BEHAVIOR “Some of our best Mother numbers ever— Sunday reached its highest A18-34 and A18-49 telecasts to date!” —Lisa Gilbert, audience monitor at WGNA
SCALING THE EFFORT Year 1 was about gathering each target show’s casual fans into a responsive, growing community of potential behavior drivers. Year 2 is about arming that casual fan base to influence their friends and followers…and multiply our potential viewers a hundredfold.
AND SPONSORS CAN JOIN THE PARTY! Brands can partake in meaningful conversation with an active and engaged target audience Branding “organically” in a social context allows for enhanced engagement & instant feedback
HOW YOU CAN JOIN THE CONVERSATION Programs on WGN America offer partners many “meaningful conversation” opportunities by aligning existing in-program product placement with relevant social marketing themes
END OF STORY SMILE IF YOU LIKED IT! Josh Richman Vice President, Marketing, WGN America JoRichman@tribune.com Keith Blanchard Group Creative Director, Story Worldwide Keith.Blanchard@storyworldwide.com

More Related Content

How to Empower Your Digital "SuperFans" to Drive Offline Engagement

  • 1. RISE OF THE SUPERFANS Growing TV Audience By Empowering Digital Communities
  • 4. TODAY’S PLAYLIST • The Partnership and Our Challenge • The Superfan Strategy • Handing Over (Gulp!) The Keys • Results and Next Steps • Q&A
  • 5. The PARTNERSHIP. How Superstation WGNA and Story Worldwide came together.
  • 7. the DIGITAL AGENCY with an EDITORIAL DEPARTMENT.
  • 8. we create CONTENT people want to SHARE.
  • 9. the SUPERFAN STRATEGY. How to involve brand fans, create engaging content with them, and thereby arm them to become powerful advocates.
  • 10. FOR FANS, FAME is the ULTIMATE CURRENCY.
  • 11. INFLUENCER TARGETING We proposed a three stage effort to draw the crowds. SUPER FANS create the good stuff CASUAL FANS spread the news POTENTIAL FANS kick back and enjoy 25 SuperFans with 1000 followers, who themselves each have 130 friends = potential audience of 3.25 million.
  • 12. Step 1: Kick off SUPERFAN RELATIONSHIPS
  • 14. Step 3: Launch and support casual fan SOCIAL HUBS
  • 15. Step 4: Ignite and sustain multiple MEANINGFUL CONVERSATIONS
  • 16. WHAT WE LEARNED RIGHT AWAY • Superfans don’t want to work for an advertiser…they want to play with other creative people. Editorial outreach works. • Casual fans love to be heard and responded to, and they love and finding one another. They can be a surprisingly cohesive unit. • In the context of a fan hub, fans appreciate tune-in information as real user service, not sponsor messaging to be suffered.
  • 17. HANDING OVER the KEYS. How putting this theory into action quickly led us to new and exciting ways to involve the fans with the shows they love.
  • 18. SHOW BY SHOW, WE’RE ESTABLISHING DIGITAL CONVERSATIONS.
  • 19. ON-AIR PROVIDES TUNE-IN INFO, AND DRIVES TO DIGITAL.
  • 20. ONLINE, FAN-BASED FILMS ARE SHAREABLE CONVERSATION STARTERS.
  • 21. HIMYM FANS WHO SENT IN MOTHER’S DAY TWEETS COULD TUNE IN TO SEE IF THEIRS MADE IT ON-AIR.
  • 22. THROUGH SOCIAL MEDIA, FANS ARE INVITED TO DECIDE THE LINEUP OF SHOW MARATHONS.
  • 23. THE WGNA DIGITAL COMMUNITY SO FAR GROWTH POTENTIAL In six months, we’ve gathered 300,000 fans of one show, and have a clear understanding of the cost to get there…and to grow to 500k, 1m, and beyond. EXPANDABILITY We’ve begun the effort with How I Met Your Mother and 30 Rock; other key shows to follow. We will deploy different content strategies for each. ENGAGEMENT Through constant conversation monitoring and real-time responding, we’ve created real engagement and a motivated, self-reinforcing community. PRODUCTIVITY The size of the test case makes it hard to see just how much we’re moving the needle on audience tune-in. But anecdotal evidence is gathering…
  • 24. RESULTS and NEXT STEPS. How it’s working so far…and where we’re taking the program in 2012 and beyond.
  • 25. ANECDOTALLY, we seem to be DRIVING OFFLINE BEHAVIOR “Some of our best Mother numbers ever— Sunday reached its highest A18-34 and A18-49 telecasts to date!” —Lisa Gilbert, audience monitor at WGNA
  • 26. SCALING THE EFFORT Year 1 was about gathering each target show’s casual fans into a responsive, growing community of potential behavior drivers. Year 2 is about arming that casual fan base to influence their friends and followers…and multiply our potential viewers a hundredfold.
  • 27. AND SPONSORS CAN JOIN THE PARTY! Brands can partake in meaningful conversation with an active and engaged target audience Branding “organically” in a social context allows for enhanced engagement & instant feedback
  • 28. HOW YOU CAN JOIN THE CONVERSATION Programs on WGN America offer partners many “meaningful conversation” opportunities by aligning existing in-program product placement with relevant social marketing themes
  • 29. END OF STORY SMILE IF YOU LIKED IT! Josh Richman Vice President, Marketing, WGN America JoRichman@tribune.com Keith Blanchard Group Creative Director, Story Worldwide Keith.Blanchard@storyworldwide.com