- 1.Travel Channel Case Study: The Trifecta of Building Online
Communities with Influencer ID, Social Community Engagement to
Launching Viral Applications
2. WHATS UP FACEBOOK FANS!!!! 3. What Comes First? Platforms
People or 4. POST PROCESS
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- Listen or Talk with Audience?
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- Support or Energize to Evangelize to Others?
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- Pick the Objective Before the Technology
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- Closer 2-way relx with audience?
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- Blog, Facebook, Digg, YouTube, MySpace
O
- POST Forrester Research Methodology
5. Breaking it Down 6. Monitor
- Online Conversation Tracking Based On:
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- Response to topic-related posts
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- Filtering for engaged influencers
7. Influencer ID
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- Improve interaction and viral distribution of TC content
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- Target behind-the-scenes influencers who most affect viewing
decisions
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- These influencers rarely contacted or targeted by
marketing
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- Have large influential online presence
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- Improve awareness of TC content increasing the likelihood of
positive advocacy
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- New routes to market via influencers
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- Establish 1-to-1 relationship
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- Understand their views and willingness to participate
8. Facebook/MySpace Mining
- Mine Fans of Competitive Shows on Facebook
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- Who has large influential online presence
- Affinity to Travel Channel
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- Look at pre-existing groups
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- Overlay competitive maps to Travel Channel Groups
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- Establish 1-to-1 relationship
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- Understand their views and willingness to participate
9. Pick the Platforms
- Travel Channel Brand and Fan Pages
10. Influencer Outreach
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- 2 ndMost Successful New Show Launch in Travel Channel
history
11. Connecting with Hosts Fans want to engage directly with the
show talent. Nothing drives WOM like it!!! 12. Custom Video
Messages 13. Live Chats
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- Fans can embed live chat player directly into site
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- Facebook events drives awareness
14. Twitter
- Differentiate with Photos
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- Train hosts on mobile applications such as TwitterFon
15. Extension
- Without new experiences, something inside of us sleeps.
16. Widgets
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- Ongoing visibility with active influencers
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- More content than :30 video clips
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- 1.2 million unique visitors
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- Drive visibility for Sweepstakes
17. Kidnap!
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- Drive interest and traffic to Travel Channel
- Kidnap! built by Rapp Collins
18. Private Community
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- Facilitation inspires trust and helps community members feel
valued
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- Drives higher quality insights, greater interaction and
candor
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- Travel Channel Influencers
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- Non-Travel Channel influencers
- Community built on Communispace
19. What We Got
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- Connection between fans and shows
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- Who our fans and followers are
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- Better data to engage potential advertisers
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- More traffic to website for current advertisers
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- Large and growing installed fan base to leverage insights for
ad programming
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- Quickly inform on new shows and apps
- Image provided by Rapp Collins
20. Results in 6 Months
- Social Media Traffic Drivers
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- Facebook Top 10 Referring Source
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- 375,000 Community Members
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- 1.8 Million Kidnap! Users
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- 375,000 Community Members
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- 1.8 Million Kidnap! App Users
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- 350,000 Uniques to I Have The Bug
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- 81,000 Hungry for More App Users
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- Over 40,000 online conversations about Travel Channel
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- 150 1,500 Live Chat Participants
21. Questions?