The Second Screen: Connect Your Fans -- Leila Thabet, We Are Social US (Breaking Bad)
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realtime marketing business use case by Leila Thabet (@TweetingLeila), Managing Director, We Are Social US (Breaking Bad) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.
The Second Screen: Connect Your Fans -- Leila Thabet, We Are Social US (Breaking Bad)
- 2. we are a conversation agency
- 3. Built from the ground up Were a new kind of agency built for the age of social media.
- 4. 380 staff in 8 offices around the world London Munich Paris New York Milan Singapore S達o Paulo Sydney we are social 4
- 5. We help brands listen understand engage in conversations.
- 7. The Final Season GO BIG OR GO HOME we are social
- 8. A completely fanatical audience we are social
- 9. So fanatical, they refer to themselves as addicts we are social
- 10. We knew theyd be talking we are social
- 11. We knew theyd be talking So how did we get them talking even more? we are social
- 12. #BBaddict The more you give, the more you get. we are social
- 13. #BBaddict Incentivizing fan engagement we are social
- 14. we are social
- 15. we are social
- 16. we are social
- 17. we are social
- 18. Limitations Moving at the speed of everybody else we are social
- 19. No advanced scripts, screenings or plot points We watched the season unfold in real time with everyone else we are social
- 20. Weekly team brainstorms analyzed top themes, quotes and characters to inform each weeks strategy we are social
- 21. Tapping into existing conversations by creating content based on topics fans were already talking about we are social
- 22. we are social
- 23. And creating original content that surprised and delighted our fans we are social
- 24. we are social
- 25. Our #AwkwardGuacamole post became a part of the zeitgeist of the show, setting the standard for how fans referred to a pivotal scene of the series. we are social
- 26. The Final Episode In the days before the series finale, AMC aired a Breaking Bad marathon we are social
- 27. We pulled out all the stops to take advantage of this momentous event and drive tune-in we are social
- 28. We recruited some of the biggest Breaking Bad fanatics to live-tweet the marathon to their over 1.8M followers we are social
- 29. We gave our fans multiple ways to say #GoodbyeBreakingBad leading up to the finale we are social
- 30. And let our fans say goodbye to each character of this amazing series WALT JESSE HANK SKYLAR SAUL WALTER JR. MARIE TODD we are social
- 31. we are social
- 32. Results Nearly 125,000 We Are Social content received DOUBLE D BBADDICTS 150% Twitter followers Over in the first month, who achieved 21 million points we are social more engagement than any content than had been produced for the show Increased fans by In two months 1,400,00 0 Across all platforms
Editor's Notes
- OUR NAME SAYS A LOTSUMS UP EXACTLY WHAT WE DO
- Scripts, plot details kept under tight lock and key sometimes even our clients werent in the loop on what would happen!
- Our awkward guacamole post became a part of the culture of the show, becoming the way people refer to a pivotal scene of the series.
- iJustine, Steve Zaragoza, Richard Ryan, Rob Fee