BlogWell Dallas Social Media Case Study: RadioShack, presented by Cosmin Ghiurau

Cosmin Ghiurau

Road to the social media Super Bowl

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BlogWellSan FranciscoJune 20, 2011

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This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell

TM

BlogWell Dallas | February 19, 2014

Road to the Social Media Super Bowl.

@RadioShack #blogwell

Cosmin Ghiurau

Director, Social Media & Digital Strategy

RadioShack Corporation

Connect Via Social @cosguru

@cosguru @RadioShack #blogwell

90+ year history.

… remember RadioShack?

@cosguru @RadioShack #blogwell

Radioshack is a Social Brand. 3.8 million strong.

2.8 million likes

236,000+ followers

12.7 MM views

10,000+ followers blog.radioshack.com

137,000+ Likes

555,000+ followers

Total audience as of February 2014

14,000+ followers

@cosguru @RadioShack #blogwell

Social Journey.

Image Source: Altimeter

@cosguru @RadioShack #blogwell

Social Ecosystem

•Community Management

•Campaign Integration

•Email/CRM

Marketing

•Social PR

•Event Activation

•Crisis Management

• Influencer Relations

PR/Corp comm

•RadioShack.com

•E-Commerce

•Mobile integration Omni-

Channel

•Social Care

•Customer Response Customer Care

•Communities

•Associate Training Operations

•Compliance

•Social Media Policy Legal

•LinkedIn Recruiting

HR

•Dealer/Franchise

•International Extension

RadioShack Social Media

Establish Goals

Processes

Voice

Governance

Consistent Toolsets

Best Practices

@cosguru @RadioShack #blogwell

Social loop beyond the center.

@cosguru @RadioShack #blogwell

2nd Screen 1st Strategy

• 44% Americans use a 2nd screen for ½ the time they watch TV.

• 51% use social to connect with others watching the same show.

The Road to the Social Media Super Bowl

Infographic Source: Wowza Media Systems

@cosguru @RadioShack #blogwell

To Hashtag or Not to Hashtag?

#InWithTheNew

@cosguru @RadioShack #blogwell

• What we did in 30 seconds.

– Each marketing channel live in 30 sec.

– DCC background image…

RadioShack Super Bowl Moment

…5 sec to freak out.

…. 25 seconds to go live.

@cosguru @RadioShack #blogwell

The Moment

Twitter 80’s Giveaway 22 nostalgic 80’s themed prizes in 24 hours

Follow & tweet 22 unique prize hashtag

Landing page with transition to post Super Bowl

Social

Experience

Search

Paid

Social/Digital

Owned Social

Properties

Real Time

Social

Engagement

Niche

Communities

Celebrity Social

Alignment PR

@cosguru @RadioShack #blogwell

Results

4.6MM Total Youtube views

22x Growth in social mentions on

game day vs. average 30 day

vs. average Super Bowl advertiser garnering

6x mention growth

4 Organic

Trends

82% Mobile Access

during Super Bowl

@cosguru @RadioShack #blogwell

Brand Bowl – #1 in Sentiment

Source: Boston.com BrandBowl

@cosguru @RadioShack #blogwell

* Verified Engagements…

@cosguru @RadioShack #blogwell

Late Night Wins…

“As far as funny-wise,

I liked the RadioShack

commercial.”

– Jimmy Fallon

“I liked the RadioShack

commercial…It was like

watching an episode of

Dancing with the Stars.”

– Jay Leno, Monologue

Watch

@cosguru @RadioShack #blogwell

Money KPI

Reference: MoneyBeat blog post

Reference: article

“That ad announced to the world that

management has its act together.”

– Tracy Tuten, Marketing Professor and

“Advertisers at Work” Author Reference article

@cosguru @RadioShack #blogwell

7 Step approach to Winning

The Road To The Social Media Super Bowl

How did we win the Moment?

@cosguru @RadioShack #blogwell

Step 1 – Watch the Tape.

• Research appropriate strategy for brand.

• Apply social data to creative approach.

• Leverage learnings from best practices.

@cosguru @RadioShack #blogwell

Step 2 – Multiple plays in the game plan

• Brand appropriate real time marketing

• Crisis / Weather situation

• On call bench for last minute issues

@cosguru @RadioShack #blogwell

Identify each player on team.

• Decision Maker/Approvals

• Community Managers

• Marketing Channel owners

• Paid Media

• PR/Earned Media

• Creative (Copywriters)

• Agency/Partners Key Contacts

Step 3 – Starting Team

@cosguru @RadioShack #blogwell

• Game plan with clear roles

• Channel accountability

• Planned launch scenarios

• Surprise launch scenarios

• Reporting cadence identified

Step 4 – Practice, who needs practice?

@cosguru @RadioShack #blogwell

Step 5 – Execute Key Play

• Confirm each channel live

• Look for gaps in experience

• Verify internal/external teams

• Verify consistency in experience

• Monitor social feedback

• Monitor real time opportunities

@cosguru @RadioShack #blogwell

Step 6 – Run and Gun Offense

• Leverage highlighting real time

opportunities

• Fuel conversational moments

• Engage with relevant other

brands/elements of campaign

@cosguru @RadioShack #blogwell

Step 7 – Post Game Huddle

• Begin reporting cadence

• Adjust content based on social intelligence

• Highlight and share key moments internally

• Document key learnings

@cosguru @RadioShack #blogwell

Takeaways….

1. Watch The Tape

2. Multiple Plays in the Game Plan

3. Assemble The Starting Team

4. Practice, Who Needs Practice?

5. Execute Key Play Flawlessly

6. Run and Gun Offense

7. Post Game Huddle

The Road to the Social Media Super Bowl

@cosguru @RadioShack #blogwell

“Winning isn’t everything – but wanting to win is” – Vince Lombardi

Cosmin Ghiurau | cosmin.ghiurau@radioshack.com

Director, Social Media & Digital Strategy

RadioShack Corporation

Connect Via Social @cosguru

Overtime.

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell