Billboard’s social content strategy

Katie Morse (@misskatiemo)

• WHAT IS BILLBOARD?

• WHERE ARE WE?

• GOALS

• DECISION-MAKING PROCESS

• RESULTS: 2013 BILLBOARD MUSIC AWARDS

AGENDA

WHAT IS BILLBOARD?

WHAT IS BILLBOARD?

• CHARTS

• TRADE MAGAZINE

• CONSUMER WEBSITE

• INDUSTRY WEBSITE

• MOBILE APPS

• CONFERENCES

• CONSUMER EVENTS

• MUSIC AWARD SHOW

WHAT IS BILLBOARD?

WHERE ARE WE?

OUR STORY

Facebook: 363,538 fansBiz Facebook: 13,741

Instagram: 10,563 followers

Twitter: 261,847 followersBiz Twitter: 17,286

YouTube: 140,793 subscribers 238,751,326 video views

807,768 fans/followers

OUR STORY

Facebook: 948,272 fansBiz Facebook: 36,067Latin Facebook: 15,121

Instagram: 414,574 followers

Foursquare: 22,908 likes

Pinterest: 5,528 followersTumblr: 71,000 followers

Google +: 2,115,059 fans

Twitter: 1,208,924 followersBiz Twitter: 77,539Latin Twitter: 50,238

YouTube: 305,455 subscribers; 369,641,789 video views

Spotify:1,866,423 subscribersAvg listens: 1.6 hrs / mo

Rdio:153,354 subscribers

5,270,688 fans/followers 2,019,777 playlist subscribers

GOALS

GOALS

• DRIVE INCREMENTAL REVENUE

• IMPROVE THE BRAND EXPERIENCE

• DEVELOP AND INTERACT WITH THE GLOBAL

BILLBOARD COMMUNITY

DECISION-MAKING PROCESS

DECISION-MAKING PROCESS

• WHAT IS THE CONTENT?

• WHAT OWNED OUTPOST DOES IT BEST FIT

WITH?

– ASSETS

– ANALYTICS

– TRENDS

– BEST PRACTICES

DECISION-MAKING PROCESS

CASE STUDYTHE 2013 BILLBOARD MUSIC AWARDS

CASE STUDY: THE 2013 BBMA’S

• WHAT WERE OUR GOALS?

• WHAT PLANNED CONTENT EXISTED?

• WHICH PLATFORMS DID WE USE?

• WHAT WAS THE PURPOSE OF EACH

PLATFORM?

• WHAT RESOURCES WERE REQUIRED?

• WHAT WERE THE RESULTS?

CASE STUDY: THE 2013 BBMA’S

GOALS• EXTEND THE BRAND EXPERIENCE• DRIVE TUNE-IN• LEVERAGE OUR NETWORK OF BBMA-RELATED ARTISTS

AND CELEBRITIES• DRIVE THE ONLINE CONVERSATION• FULFILL ALL SPONSOR-RELATED OBLIGATIONS AND

EXCEED KPI’S

CASE STUDY: THE 2013 BBMA’S

CONTENT

• VIDEO

• CONSUMER AND BUSINESS ARTICLES

• VOTING

• PHOTO GALLERIES

• BROADCAST

• PRINT

CASE STUDY: THE 2013 BBMA’S

DECISION-MAKING PROCESS

• WHAT IS THE CONTENT?

• WHAT OWNED OUTPOST DOES IT BEST FIT

WITH?

– ASSETS

– ANALYTICS

– TRENDS

– BEST PRACTICES

CASE STUDY: THE 2013 BBMA’S

TWITTER DRIVE THE REAL-TIME CONVERSATION

FACEBOOK SHARE ENGAGING HIGHIGHTS FROM THE CARPET/SHOW

TUMBLR LIVE-GIF THE CARPET/SHOW

INSTAGRAM PROVIDE A BEHIND-THE-SCENES VIEW OF THE

CARPET/SHOW

SHAZAM ENCOURAGE BROADCAST TAGS AND DOWNLOADS

GOOGLE+ SHARE ARTICLES AND WINNER ANNOUNCEMENTS

PINTEREST CREATE SHOW-THEMED BOARDS AND INTERACT WITH

PINNERS

YOUTUBE SHARE MEMORABLE MOMENTS VIA VIDEO

GETGLUE SHARE ENGAGING HIGHLIGHTS FROM THE CARPET/SHOW

CASE STUDY: THE 2013 BBMA’S

RESOURCES

- REAL-TIME ANALYTICS (BACKSTAGE TWITTER WALL +

ANALYTICS)

- SHAZAM TECH SUPPORT

- VIDEO CREW (YOUTUBE, BACKSTAGE LIVESTREAM)

- GIF ARTISTS (TUMBLR)

- LIVE-TWEETERS (BILLBOARD + TWITTER LIVE-TWEETING CAST)

- PLANNED CONTENT (G+, FACEBOOK, TWITTER)

- COMMUNITY MANAGERS (GETGLUE, PINTEREST + FAN

ENGAGEMENT)

- DIGITAL ARTIST RELATIONS (INSTAGRAM, ARTIST-OWNED

PLATFORM CONTENT GENERATION)

CASE STUDY: THE 2013 BBMA’S

RESULTS• The 2013 Billboard Music Awards are the “most engaged

Shazamable TV award show”. The 2012 Billboard Music Awards are #5 on the same ranking.

• The 2013 broadcast not only included a staff of famous Tumblr “GIF artists” who live-GIF’d the entire show, but incorporated the live-GIF’s into the broadcast – a first in TV history.

• According to Twitter, #BBMA usage increased 170% from 2012 to 2013, increasing from 141,000 Tweets to 381,000 Tweets.

• The 2013 Billboard Music Awards audience averaged 2,576 messages per minute during the broadcast, almost keeping pace with The GRAMMYs 2013 audience, who averaged 2,809 messages per minute.

• @Billboard passed 1,000,000 followers during the broadcast.

CASE STUDY: THE 2013 BBMA’S

RESULTS• #BBMA hashtag use: increased 170% (source:Twitter)

• #BBMA OR #BillboardAwards hashtag use: increased 30.59% (to 686,788)

• @billboard mentions: 62,900 (117.62% increase)

• Unique conversations: 1,000,766 (increased 17.67%)

• Potential Twitter impressions: 3,025,845,730 (increased 50.73%)

• Potential Twitter reach: 721,460,202 (increased 73.98%)

• Tumblr impressions: 9,318,417

• Total Tumblr reblogs/hearts: 98,606

• 65% female, 63% positive sentiment