OMMA Social’s first keynote, “Turning Fans Into More Than Just Followers,” showed how to foster and grow active audience engagement.
Stemming from his experience in the broadcast and digital realm, VP of Marketing for Turner Sports Jeff Mirman described how Turner Sports keeps followers engaged and devoted to the programming. As social media becomes increasingly advanced (and users as well), a strong digital strategy is fundamental to success.
It’s not just about having the most “likes” on social platforms but keeping followers and friends as long-term consumers of your brand.
Social media
- Social media is simply another database with more information than other sources
- Use SM to drive awareness, elongate programming, and create impact
Turner Sports’ Social Media examples
- Inside the NBA – fans tweet throughout broadcast
- NCAA March Madness – fans comments are displayed on the “big screen” during games
How to use social media to keep fans
Conversion
- Represent across platforms
- Converse with your followers
- Create cross-platform engaging experience
- Innovate
Content
- More important than the medium
- Where does the content fit best? Be flexible and innovative
- Provide relevancy for your audience
Content strategy
- Tell a story
- Drive engagement & promote sharing
- Right place, right content, right time
- Drive “cultivation” which drives “amplification” (by your fans, not you the advertiser)
Elongation, It’s The New ‘Reach’
- Engage with consumers via their “second screens”
- Second screens: Off the TV onto the computer, tablet, etc.
- Create reasons to visit the website, etc.
- Greater value to sponsors
Social media and fan engagement has worked for Turner Sports through innovation and passion. Turner Sports has leveraged social media to gain insight, build the brand, and create PR ops.
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