Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand
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Transcript of Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand
ME
M
BER M E ETIN
G 3
4
SOCIALMEDIA.ORG
SAN FRANCISCO
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings
Wells FargoJulie MilbrandReal-time social marketing: Futbolin Brazil
Case Study: Real Time Social Marketing: Futbol in Brazil Julie Milbrand SVP, Enterprise Social Media [email protected]
February 4, 2015
Wells Fargo Social Properties
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Social Media Command Centers
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Campaign
Build a Network of Advocates
Deliver Personalized Exchanges
Social Strategies
Campaign Objective
Drive Awareness and Engagement around
Soccer Sponsorships and Convenience & Access
DRIVE CHECKING CONSIDERATION
Establish an Integrated
Content Plan
Meet Millennials at
Every Touchpoint
Understand Millennial
Needs
Soccer (MLS/FMF)
Social KPIs BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer
Increased Rate of Engagement With Soccer Content and Experiences
Moments that Reinforce Soccer & #GettingItDone Social Lens
Soccer | Social Approach
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Social media records set during the tournament
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Source: http://www.bbc.com/news/blogs-trending-28295898
During final match, a new record was set for # of
tweets per minute - 618,725
Most talked about sports
game ever was #BRAvsGER with 35.6M
tweets
First ever event generating 1B
interactions (sporting or otherwise)
Final tally: 350M people participated in 3B total
interactions
DRIVE CHECKING CONSIDERATION
FMF • Social Listening - Actively listened and engaged in social
before, during and after the key Mexican National Team matches
• Local Events - Drove local awareness around Wells-Fargo sponsored viewing parties through geo-targeted social posts
• Captured real-time fan images • Encouraged use of #GettingItDone tag at experiential activations
• Real time marketing – Inaugural RTM in Command Center
featured real-time content and post-game infographics around soccer passion points
• Facebook, Twitter, G+ • Entertaining tweets and responses to fans • Leveraged pre-approved design templates and conversation
themes to efficiently create and publish content MLS • Supported 20+ MLS players on national teams in Brazil by
creating post-game infographics around which players were #GettingItDone
• Demonstrated ongoing MLS partnership by promoting #ForClubandCountry hashtag
Social Media Overview - Mexican National Team (FMF) & Major League Soccer (MLS) in Brazil
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Day of Match: 100-200 minutes
2 days prior
Geo-targeted social posts for
Wells Fargo sponsored local viewing parties San Francisco
Command Center takeover for live Mexico matches
Live content transfer from local viewing
parties Real-time creative
based on #GettingItDone
game stats, local viewing parties,
trending hashtags
Finite interest-based targeted
for paid amplification
Fan engagement around FMF and
MLS player excitement
FMF: Real-Time Social
FMF: Geo-Targeted Social Posts
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FMF: Real-Time Social
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• Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in 2007
• Lowest CPE of any current campaign with paid amplification
• Paid interest targeting and relevant content reached millennial soccer fans where they spend time
Game 3 1,380 Engagements
Game 2 602 Engagements
Game 1 377 Engagements
FMF Highlight: Twitter
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MLS: Post-Game Social
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•91% of all mentions were from Twitter
•Includes comments/replies to WF posts
1500+ mentions
•Sentiment was mostly neutral
•Anti-American and Anti-Mexican comments were hidden by platform managers and not included in negative sentiment calculations
4% positive 93% neutral 3% negative
sentiment
•29% paid •Includes 47 Tweets, 20 Facebook posts, and 11 Google+ posts
78 posts
•50% paid •58% on Twitter and 42% from Facebook
8M impressions
•94% paid •Strong engagement rates:
• Facebook: >3X engagement rate from previous month • Twitter: >1.5X engagement rate from previous month
53K engagements
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Brazil Soccer Results
Team ESM marketing lead ESM listening & moderation 4 ESM platform managers 4 risk, legal & compliance partners 3 EM sponsorship leads 2 Digital Marketing Team consultants 9 Social and Media Buying Agency partners 24 Core Team Members!
It took a village…and lots of planning
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Key learnings
Real time isn’t really real time – plan ahead for all potential scenarios
Be flexible and ready for shifts in plan/content while activating
Join the conversation Teamwork makes the dream work
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Thank you! #GraciasMexico
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ME
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BER M E ETIN
G 3
4
SOCIALMEDIA.ORG
SAN FRANCISCO
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings