David Anderson, SVP and Head of Digital, Shine America - PR News

prnewsonline.com

David Anderson, SVP and Head of Digital, Shine America - PR News

and the Big Three

Social Media Strategy of MasterChef, Season 3

Aug 2012


Agenda

1. Who is Shine America?

2. What is MasterChef?

3. Social Media Goals

4. The Big 3: Where We Started

5. The Big 3: Social Media Strategy and Deliverables

6. The Big 3: Where We Are Now

7. MasterChef and The Big 3: Takeaways

2


1. Nationwide search for the best amateur home chef

2. Produced globally, in over 30 territories

3. Successful adaptions including, Celebrity, Professionals and Junior versions reaching new

audiences

4. One of the most successful formats in the UK

5. Broke largest audience records in both Australia and Israel

6. 2010 U.S. premiere was highest-rated new summer series

7. Currently season 3 on-air and debuted with 30% increase from last year’s premiere

8. FOX increases order for 4th season of MasterChef

4


Social Media Goals

To grow the MasterChef social media footprint by

increasing both the volume and type of content

distributed across new and existing platforms.

Consequently, this will drive tune-in to the TV

show and expand the MasterChef global brand.

6


The Big 3 - Where We Started

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482

253

12,780

7


What We Did: Twitter

Increase the volume and

types of content tweeted

Tweets driving tune-in to the show

*NEW* Tweets promoting general foodrelated

content

*NEW* Tweets promoting innovative

and engaging content generated by a

3rd party

*NEW* Tweets leveraging brand partners’ social media

networks

8


Twitter: On-air Callouts

#MASTERCHEF ON TWITTER

9


Second Screen App

10


What’s driving this social activity?

11


What’s driving this social activity?

12


What’s driving this social activity?

13


Where Are We Now?

14


Where We Are Now: Twitter

15


Where We Are Now: Twitter

35,000

30,000

25,000

20,000

15,000

10,000

5,000

-

6/5/12

6/7/12

6/9/12

Total Followers

Total Tweets

6/11/12

6/13/12

6/15/12

6/17/12

6/19/12

6/21/12

6/23/12

6/25/12

6/27/12

6/29/12

7/1/12

7/3/12

7/5/12

7/7/12

7/9/12

7/11/12

7/13/12

7/15/12

7/17/12

7/19/12

7/21/12

7/23/12

7/25/12

7/27/12

7/29/12

40

35

30

25

20

15

10

5

-

16


Where We Are Now:

485,043 likes 21,162 talking about this

17


Where We Are Now: Pinterest

18


MasterChef and The Big 3:

Takeaways

1. Understand WHO is leading the MasterChef social media conversation

1. Identify and leverage the social influencers: judges, celeb chefs, key

contestants

2. Understand WHAT types of content are successful

1. Recipes and cooking tips had higher engagement rates than foodrelated

current events

3. Understand WHEN is optimal to post content and engage with fans

1. Spikes in growing social media audience occur on air dates

2. East coast leads live-tweeting conversation

4. Understand WHERE the MasterChef social media conversation occurs

1. Majority of social conversation on MasterChef occurs on Twitter (vs other

platforms)

19


MasterChef and The Big 3:

Takeaways

5. Understand WHY the prior learnings are vital to the success of MasterChef:

1. Will help us refine our social media strategy for Season 4

2. Continue successes to next season of TV show by engaging with viewers in

new ways and recruiting new viewers

3. Continue to expand the MasterChef global brand

20


Questions?

21

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