blogwell dallas social media case study: radioshack, presented by cosmin ghiurau
TRANSCRIPT
Cosmin Ghiurau
Road to the social media Super Bowl
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellDallas
February 19, 2014socialmedia.org/blogwell
TM
BlogWell Dallas | February 19, 2014
Road to the Social Media Super Bowl.
@RadioShack #blogwell
Cosmin Ghiurau
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru
@cosguru @RadioShack #blogwell
90+ year history.
… remember RadioShack?
@cosguru @RadioShack #blogwell
Radioshack is a Social Brand. 3.8 million strong.
2.8 million likes
236,000+ followers
12.7 MM views
10,000+ followers blog.radioshack.com
137,000+ Likes
555,000+ followers
Total audience as of February 2014
14,000+ followers
@cosguru @RadioShack #blogwell
Social Journey.
Image Source: Altimeter
@cosguru @RadioShack #blogwell
Social Ecosystem
•Community Management
•Campaign Integration
•Email/CRM
Marketing
•Social PR
•Event Activation
•Crisis Management
• Influencer Relations
PR/Corp comm
•RadioShack.com
•E-Commerce
•Mobile integration Omni-
Channel
•Social Care
•Customer Response Customer Care
•Communities
•Associate Training Operations
•Compliance
•Social Media Policy Legal
•LinkedIn Recruiting
HR
•Dealer/Franchise
•International Extension
RadioShack Social Media
Establish Goals
Processes
Voice
Governance
Consistent Toolsets
Best Practices
@cosguru @RadioShack #blogwell
Social loop beyond the center.
@cosguru @RadioShack #blogwell
2nd Screen 1st Strategy
• 44% Americans use a 2nd screen for ½ the time they watch TV.
• 51% use social to connect with others watching the same show.
The Road to the Social Media Super Bowl
Infographic Source: Wowza Media Systems
@cosguru @RadioShack #blogwell
To Hashtag or Not to Hashtag?
#InWithTheNew
@cosguru @RadioShack #blogwell
• What we did in 30 seconds.
– Each marketing channel live in 30 sec.
– DCC background image…
RadioShack Super Bowl Moment
…5 sec to freak out.
…. 25 seconds to go live.
@cosguru @RadioShack #blogwell
The Moment
Twitter 80’s Giveaway 22 nostalgic 80’s themed prizes in 24 hours
Follow & tweet 22 unique prize hashtag
Landing page with transition to post Super Bowl
Social
Experience
Search
Paid
Social/Digital
Owned Social
Properties
Real Time
Social
Engagement
Niche
Communities
Celebrity Social
Alignment PR
@cosguru @RadioShack #blogwell
Results
4.6MM Total Youtube views
22x Growth in social mentions on
game day vs. average 30 day
vs. average Super Bowl advertiser garnering
6x mention growth
4 Organic
Trends
82% Mobile Access
during Super Bowl
@cosguru @RadioShack #blogwell
Brand Bowl – #1 in Sentiment
Source: Boston.com BrandBowl
@cosguru @RadioShack #blogwell
* Verified Engagements…
@cosguru @RadioShack #blogwell
Late Night Wins…
“As far as funny-wise,
I liked the RadioShack
commercial.”
– Jimmy Fallon
“I liked the RadioShack
commercial…It was like
watching an episode of
Dancing with the Stars.”
– Jay Leno, Monologue
Watch
@cosguru @RadioShack #blogwell
Money KPI
Reference: MoneyBeat blog post
Reference: article
“That ad announced to the world that
management has its act together.”
– Tracy Tuten, Marketing Professor and
“Advertisers at Work” Author Reference article
@cosguru @RadioShack #blogwell
7 Step approach to Winning
The Road To The Social Media Super Bowl
How did we win the Moment?
@cosguru @RadioShack #blogwell
Step 1 – Watch the Tape.
• Research appropriate strategy for brand.
• Apply social data to creative approach.
• Leverage learnings from best practices.
@cosguru @RadioShack #blogwell
Step 2 – Multiple plays in the game plan
• Brand appropriate real time marketing
• Crisis / Weather situation
• On call bench for last minute issues
@cosguru @RadioShack #blogwell
Identify each player on team.
• Decision Maker/Approvals
• Community Managers
• Marketing Channel owners
• Paid Media
• PR/Earned Media
• Creative (Copywriters)
• Agency/Partners Key Contacts
Step 3 – Starting Team
@cosguru @RadioShack #blogwell
• Game plan with clear roles
• Channel accountability
• Planned launch scenarios
• Surprise launch scenarios
• Reporting cadence identified
Step 4 – Practice, who needs practice?
@cosguru @RadioShack #blogwell
Step 5 – Execute Key Play
• Confirm each channel live
• Look for gaps in experience
• Verify internal/external teams
• Verify consistency in experience
• Monitor social feedback
• Monitor real time opportunities
@cosguru @RadioShack #blogwell
Step 6 – Run and Gun Offense
• Leverage highlighting real time
opportunities
• Fuel conversational moments
• Engage with relevant other
brands/elements of campaign
@cosguru @RadioShack #blogwell
Step 7 – Post Game Huddle
• Begin reporting cadence
• Adjust content based on social intelligence
• Highlight and share key moments internally
• Document key learnings
@cosguru @RadioShack #blogwell
Takeaways….
1. Watch The Tape
2. Multiple Plays in the Game Plan
3. Assemble The Starting Team
4. Practice, Who Needs Practice?
5. Execute Key Play Flawlessly
6. Run and Gun Offense
7. Post Game Huddle
The Road to the Social Media Super Bowl
@cosguru @RadioShack #blogwell
“Winning isn’t everything – but wanting to win is” – Vince Lombardi
Cosmin Ghiurau | [email protected]
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru
Overtime.
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellDallas
February 19, 2014socialmedia.org/blogwell