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Tessa Barrera, Lexis DMX Dublin2014 - Mission to the Edge of Space:

Date post:	09-May-2015
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The Inside Story of Red Bull Stratos Social Media Success The world was watching when Felix Baumgartner flew into the stratosphere to make a breathtaking free fall jump. Decending 128,000 feet and traveling at 1,342 km/h, he is the first person to break the speed of sound. Tessa led the Red Bull social media team on the project. The event had an incredible 8 million people watching the livestream, and Youtube subscribers increased by 87,801 in a single day. Find out Tessa’s unique perspective on finding ways to have fans lead a conversation about the brand and drive content from the community, and learn about creating shareable moments by being consumer led rather than brand led.

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SOCIAL ISN’T ROCKET SCIENCE: People Powered Social

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Page 1: Tessa Barrera, Lexis DMX Dublin2014 - Mission to the Edge of Space:

SOCIAL ISN’T ROCKET SCIENCE: People Powered Social

Page 2: Tessa Barrera, Lexis DMX Dublin2014 - Mission to the Edge of Space:

Key points

• Focus on socializing your business

• Get people talking about something you’re doing

• Increase the probability of luck

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40%

40%

20%

Amazing RB content

Amazing UGC

Promotional

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Brand Message

Consumers

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Brand Message

PEOPLE

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1:1 in Real Time

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400% INCREASE ON BRAND ENGAGEMENT TIME

8 MILLION CONCURRENT VIEWERS

OVER 150 MILLION VoD VIEWS

52 MILLION VIEWS

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Key points

• Focus on socializing your business

• Get people talking about something you’re doing

• Increase the probability of luck

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BROADCASTING VS NARROWCASTING

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Focus on socializing your business #ftw

@tessabarrera [email protected]

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