OCTOBER 11, 2018 SOCIAL MEDIA STRATEGIES SUMMIT | NYC
CONNER LEBAS DIRECTOR, SOCIAL & MARKETING | OWN: OPRAH WINFREY NETWORK Lynn Whitfield Kadeem Hardison Keith David Will Catlett Merle Dandridge Michele Weaver Ava DuVernay Kofi Siriboe Laila Ali Will Packer Dawn-Lyen Gardner Iyanla Vanzant Mara Brock Akil Rutina Wesley John Gray Michael B. Jordan Tina Lifford Michelle Williams Tarell Alvin McCraney Nephew Tommy Miles
2 3 Source: Nielsen Social Content Ratings , Facebook Audience Insights, Twitter Analytics. See Notes for details. BET HBO BRAVO TV ONE FX VH1
BEING MARY INSECURE REAL UNSUNG ATLANTA SNOWFALL LOVE & HIP BASKETBALL BLACK INK BLACK INK JANE S4 S2 HOUSEWIVES S11 S1 S1 HOP H.W. WIVES S6 CREW S5 CREW ATLANTA S9 S4 CHICAGO S3
4 Source: Nielsen Social Content Ratings AUDIENCES ARE MORE LIKELY TO EXPRESS 4 POWERUL EMOTIONS ABOUT PROGRAMS ON OWN…
…THAN OTHER LEADING AA NETWORK SOCIAL AUDIENCES 5 Source: CANVS 6 7 8 9 an unrivaled multi-platform brand engaging with different viewers and sparking meaningful conversation
#1 SINCE LAUNCH WITHIN THE PODCAST SOCIETY & CULTURE CATEGORY; 80M DOWNLOADS TO DATE
GLOBAL PODCAST DOWNLOADS IN EVERY REACH COUNTRY
3M+ ACROSS SUPERSOUL SOCIAL FOLLOWERS HANDLES
4M+ 4M+ AVG VIEWS/DOWNLOADS PER WEEK WEEKLY ACROSS LINEAR, FB LIVE, SOCIAL MEDIA, VIEWS TVE, YOUTUBE AND PODCASTS 10 MEET CONSUMERS WHERE THEY ARE. FROM LINEAR TO ‘FACEBOOK LIVE’, PODCASTS, OTT/TVE
11 DON’T REINVENT. REPURPOSE. ADAPT VOD ASSET FOR SOCIAL AND PODCASTS
QUOTES FOR INSTAGRAM
CLIPS FOR DIGITAL AND SOCIAL
12 PUBLISH WITH NUANCE. LISTEN & STUDY YOUR CONSUMER. THEN, PUBLIUSH ACCORDINGLY.
13 WHERE (MEDIA ‘PLACES & SPACES’) ARE YOUR CONSUMERS THAT YOU ARE NOT? HOW CAN YOU MEET THEM THERE? WHAT CONTENT COULD YOU REPURPOSE TO CREATE ADDITIONAL TOUCHPOINTS? HOW DO YOUR CONSUMERS’ PREFERENCES VARY ACROSS TOUCHPOINTS, AND ARE YOU ADAPTING TO THOSE NUANCES? HAVE YOU EXPLORED BETAS & TEST PROGRAMS OFFERED BY DIGITAL & SOCIAL PARTNERS?
14 15 MULTI-PLATFORM DESTINATION FOR SERVING CURATED LIFESTYLE CONTENT AND HONEST CONVERSATIONS FOR THE AFRICAN AMERICAN WOMAN, SHAPED BY LEADING SOCIAL CREATORS & CULTIVATORS.
PROJECT IS UNDERWRITTEN WITH FUNDING & SUPPORT FROM FACEBOOK THERE IS NO PLACE IN THE DIGITAL OR SOCIAL LANDSCAPE FOR AFRICAN AMERICAN WOMEN OF ALL BACKGROUNDS TO SEE THEMSELVES, SUPPORT EACH OTHER, SHARE, BE VULNERABLE, ACCESS MEANINGFUL INFORMATION, RESOURCES, AND ENTERTAINMENT.
THIS IS A PLACE FOR CONVERSATION AND HONEST EXCHANGES ABOUT ALL AREAS OF LIFE THAT MATTER TO THE AFRICAN AMERICAN WOMAN. 16
18 OUR FEMALE AUDIENCES TOLD US, AND FEMALE THOUGHT-LEADERS CONFIRMED THAT…
THEY WANT THEY ARE THE TOPICS THEY ARE CURATED COMFORTABLE THAT MATTER CRAVING LIFESTYLE WITH BRANDED TO THEM GUIDANCE CONTENT CONTENT
THEY ARE THEY ARE THEY TRUST SEEKING POSITIVELY OWN TO CONNECTION: IMPACTED BY CURATE IT A SAFE SPACE SOCIAL TO BE REAL INFLUENCERS
19 Source: OWN Social Survey, Base: AA Women - OWN is universally recognized as a brand of respect, meaning, integrity, influence, relevance and heart. The brand can build that trust digitally, as it has on-air.
- OWN’s social content is well poised to expand from promotion to lifestyle content that women can share, discuss, and “evolve” through their questions, comments, and dialog.
- Both consumers and thought-leaders want to participate in this kind of a content-rich environment.
- Advertisers are searching for a place of authentic dialog in the social/digital space, to align with resources, information, and thought-leaders.
- Social media platforms are eager to create content that builds meaningful interactions, community, connection, and ongoing conversation.
20 - Reinforces the brand as an innovative, trusted place to meet the needs of African American women. Attracts new & younger audiences back to the network.
- Creates new social revenue stream from advertisers who are eager to participate.
- Widens the impact and deepens the relationship between OWN and its core viewers.
- Serves as a feedback loop and a development pipeline for linear programming, podcasting, and more.
21 IN JUST TWO WEEKS, WITH NO MARKETING…
10K #1 300K SOCIAL ORGANIC VIEWS INTERACTIONS VIDEO IN PAST 6 WEEKS
First episode got me hooked! There is nothing better than following greatness.
So proud of all that OWN continues to do! “ Looking forward to yet another wonderful avenue to connect with this beautiful community of Light and consciousness!! #TheKnow I definitely got chills watching this! ” WHAT ARE YOUR CONSUMERS’ UNARTICULATED NEEDS? WHAT CAN YOU GIVE WITHOUT TAKING? SHIFT FROM “VANITY” METRICS TO “VILLAGE” METRICS: COMMENTS, MEANINGFUL INTERACTIONS, CONNECTION. USE COMMUNITIES AS ENTRY POINT FOR NEW CONSUMERS, REINFORCE THE BRAND FOR THE CORE, AND AS AN INCUBATOR FOR DEVELOPMENT. WIDEN THE IMPACT: ASSEMBLE A COMMUNITY FOR YOUR COMMUNITY.