How to Make Sure Your Social is Making a Splash, Beverly Jackson, Yahoo! - Social Fresh EAST 2014

Own ing Your B rand ’s Conve rsa t i onSoc ia l F resh Eas t 2014P R E S E N T E D B Y B e v e r l y W . J a c k s o n J u l y 1 8 , 2 0 1 4⎪

2 Yahoo Confidential & Proprietary


MISSION

“Making the world’s daily habits inspiring and entertaining”

• MOBILE• SOCIAL• NATIVE• VIDEO


Experiences, Events and Engagement• You all expect more ways to…–EXPLORE–DISCOVER–LAUGH–ENGAGE–UNITE–CREATE

• And WE deliver!













































CES – Make Some Noise


• Yahoo trended on Twitter in 3 countries on Tuesday – Including 24 hours in San Francisco

• Marissa Mayer and Katie Couric trended on Twitter in New York

• The much-anticipated launch of Yahoo News Digest trended on Twitter in San Francisco

CES: Key Conversation Topics


• Product announcements were the strongest driver of conversations, generating 56% of total mentions– Aviate was the most-discussed announcement– The tech community responded well to the launch of Yahoo News Digest; tech bloggers

shared commentary around how Yahoo is seeking to reinvent how users consume news


SXSW: Controlling the Noise

Comedy

Food

Partners

Kathy Savitt

Tech

Screen

Sports

HONY

Music

Brazos Hall

Products

Flickr

Yahoo SXSW

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

• “Meanwhile, Yahoo is offering attendees help

with making their Cannes stay just a bit easier.

For VIPs, Yahoo is offering the so called “Yahoo

Purple Service,” which is a concierge service that

gives the lucky few amenities such as local

transportation, someone to run errands and make

last-minute dinner reservations and even delivery of

forgotten essentials such as phone chargers.

But Yahoo didn’t forget the non-VIPers. Its providing

plenty of Yahoo-branded Pedicabs that can help

attendees trek up and down la Croisette.”

Source: WSJ, CMO Today 6/1/6/14


Cannes: Breaking Through The Clutter


From CES to Cannes • Product Launches

– Digital Magazines, Yahoo News Digest, Aviate, Unified and Native Advertising

• Event Activation– VIP Concierge Service, Tech Mix, comedy shows, concerts

• Thought Leadership Keynotes– CES, SXSW, Internet Week, Digital NewFronts, WHCD

• Client Meetings and Presentations– More than 1,200 client/partner meetings

• Influencer Marketing– A-list celebrities, global tastemakers and influencers