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and the Big Three Aug 2012 Social Media Strategy of MasterChef, Season 3

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Page 1: and the Big Three - PR News · 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

and the Big Three

Aug 2012

Social Media Strategy of MasterChef, Season 3

Page 2: and the Big Three - PR News · 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

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

2

Page 3: and the Big Three - PR News · 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

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Page 4: and the Big Three - PR News · 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

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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

Page 5: and the Big Three - PR News · 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

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Page 6: and the Big Three - PR News · 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

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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.

Page 7: and the Big Three - PR News · 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

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The Big 3 - Where We Started

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Page 8: and the Big Three - PR News · 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

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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

Page 9: and the Big Three - PR News · 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

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Twitter: On-air Callouts

#MASTERCHEF ON TWITTER

Page 10: and the Big Three - PR News · 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

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Second Screen App

Page 11: and the Big Three - PR News · 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

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What’s driving this social activity?

Page 12: and the Big Three - PR News · 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

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What’s driving this social activity?

Page 13: and the Big Three - PR News · 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

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What’s driving this social activity?

Page 14: and the Big Three - PR News · 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

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Where Are We Now?

Page 15: and the Big Three - PR News · 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

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Where We Are Now: Twitter

Page 16: and the Big Three - PR News · 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

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Where We Are Now: Twitter

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Total Followers Total Tweets

Page 17: and the Big Three - PR News · 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

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Where We Are Now:

485,043 likes 21,162 talking about this

Page 18: and the Big Three - PR News · 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

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Where We Are Now: Pinterest

Page 19: and the Big Three - PR News · 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

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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)

Page 20: and the Big Three - PR News · 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

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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

Page 21: and the Big Three - PR News · 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

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Questions?