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ABC's #Scandal successfully used social media to dominate the airwaves every Thursday night at 10 p.m. Besides the awesome writing, acting and production value, they engaged their fans with social media. Watching Scandal became a live event on Twitter. Scandal hashtags trended hours after the broadcast ended. Watching it for the first time on the PVR was a second rate option. The social experience of watching Scandal with a community of die hard fans (aka Gladiators) was a gratifying part of the experience. In this presentation you will see some of the strategies I noticed as social media nerd. I shared these strategies as panelist in a session called The Wild Wild Digital World at the Innoversity Summit in Toronto. For more information about this conference check out: www.innoversitysummit.com
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How ABC used social media to own [my] Thursday night
A ‘mini’ case study by Cher Jones, Social Media Trainer www.sociallyactive.ca
This is how many of us watch TV
Twitter & live TV go together
But pre & post shows are on FB
"Scandal" is* a gonzo hybrid of conspiracy thriller and high-stakes
soap opera, involving election rigging, a presidential assassination
attempt, a failed internal White House coup, and all sorts of other
crazy shenanigans.” -Allan Sepinwall, HitFix
Just in case you didn’t know
BTW the lead is a black female
ABC’s most social show
4.3 Million Tweets (this season alone)
Scandal has become a live event
LIVE Event
Experience
How did they do it?
They used Facebook as the hub
The LIVE “event” was on Twitter
Shonda, the cast & crew tweeted
They created official hashtags
Shared the ‘behind the scenes’
They nurtured their “Gladiators”
Leveraged celebrity tweets
They identified their superfans
They supported fan-made pages
They created & shared memes
They pinned the rest of the story
They showcased fan art
They are already teasing S3
Just to wrap up…
Questions?
@itscherjones 2013 Innoversity Summit Wild Wild Digital West Session
@itscherjones 2013 Innoversity Summit Wild Wild Digital West Session
Cher Jones Social Media Speaker &Trainer, Socially Active
Cher is an accomplished corporate communications and PR
professional with 15 years of experience. She has worked
with several leading Canadian companies and for one of the
largest municipal governments in Canada. Through her
company Socially Active, she provides fun and highly
engaging social media training workshops, coaching
sessions, talks and keynotes. Cher helps businesses and
organizations educate their employees with the knowledge
needed to participate responsibly, effectively and
strategically online. She`s often invited to share her social
media knowledge and experience at conventions, corprate
events and on industry panels.
For more information:
www.sociallyactive.ca
Meet the presenter
Thank you!
@itscherjones 2013 Innoversity Summit Wild Wild Digital West Session
