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TRANSCRIPT
and the Big Three
Aug 2012
Social Media Strategy of MasterChef, Season 3
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
Agenda
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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
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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.
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The Big 3 - Where We Started
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12,780
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What We Did: Twitter
Tweets driving tune-in to the show
Increase the volume and types of content tweeted
*NEW* Tweets leveraging brand partners’ social media networks
*NEW* Tweets promoting general food-related content
*NEW* Tweets promoting innovative and engaging content generated by a 3rd party
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Twitter: On-air Callouts
#MASTERCHEF ON TWITTER
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Second Screen App
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What’s driving this social activity?
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What’s driving this social activity?
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What’s driving this social activity?
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Where Are We Now?
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Where We Are Now: Twitter
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Where We Are Now: Twitter
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Total Followers Total Tweets
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Where We Are Now:
485,043 likes 21,162 talking about this
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Where We Are Now: Pinterest
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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 food-related 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)
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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
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Questions?