Promaxbda Station Summit 2014 - We First Slides
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The document summarizes key points from a presentation about leveraging social media at the local level to amplify national marketing efforts. It discusses three main topics: 1) using social media to empower local viewers as brand storytellers, 2) the benefits of alignment between network and local station marketing strategies, and 3) the importance of leadership and starting cultural conversations on social media that others would not. The document provides questions at the end of each section to engage attendees in applying the concepts.
Promaxbda Station Summit 2014 - We First Slides
- 1. STATION SUMMIT Presented by Simon Mainwaring CEO, We First Inc.
- 2. 1. Clarity ! 2. Alignment ! 3. Leadership
- 3. 1. Clarity
- 6. Television Networks & Channels
- 7. Local TV Stations & Syndication (CBS)
- 8. Television Shows & Local Products
- 11. Key takeaway: Social media empowers local viewers to become brand storytellers.
- 12. Question 1: Identify one way to amplify national marketing at the local level?
- 13. 2. Alignment
- 14. 1. Network ! 2. Station ! 3. Product
- 15. 1. Minimize viewer confusion ! ! 2. Maximize reputation building ! ! 3. Optimize marketing spend ! Benefits of Network/Station Alignment
- 16. Story
- 19. Tactics
- 22. Engagement
- 24. Anchor Man 2 / Experimentation
- 26. Key Takeaway: The station closest to a community is best qualified to share its story.
- 27. Question 2: Identify one new strategy to inspire local viewers to amplify your story?
- 28. 3. Leadership
- 29. Start conversations others wouldn’t ! ! Have fun, share bloopers, be creative ! ! Provoke and reward sharing ! ! ! What Works: Humanize Your Station
- 30. Duplicate, repetitive content ! ! 100% auto-posting ! ! Talking without listening ! ! ! ! What Doesn’t: Broadcast Approach
- 32. Experimenting is a “main focus of our strategy.” Joe Ruffolo, Senior Vice President of ABC News Digital Cross-Pollinate Communities
- 36. Source: Nielsen, May 2014
- 37. Key Takeaway: People rise to the conversations you grow around them.
- 38. Question 3: Identify one local conversation you can lead aligned with national marketing?
- 39. Challenge: Share one thought on a social media channel relevant to your local viewers that drives a cultural conversation.