In our previous episode, we started the interview with Ellen Stone, Senior Vice president for Marketing for Bravo Networks. In that episode, Ellen shared some of the work that she and her team have undertaken to develop some award winning brand concepts and programs.
In this episode Ellen talks about how they use mobile to connect to their audience. Their first iPhone app was developed around the Top-Chef shows and they shared with the consumer, the restaurants and shopping venues the contestants liked to eat at and shop in. The app evolved into ‘Guides by Bravo’ where Bravo celebrities (‘Bravo-lebrities’) share their preferences for shopping, dining and entertainment in various cities like LA, NY and Atlanta.
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The #1 goal for Ellen and her team is to have a high level of engagement with the audience – there are a lot of quantitative metrics, but not as many qualitative. The qualitative metrics are very important and include –
- how many people become fans of the show
- how often Bravo becomes a top trending topic on Twitter
- # of Bravo-lebrity tweets get comments or are re-tweeted
- what are fan talking about
- how long the topic stays alive
- page views during the shows
The Bravo team took the idea of a TV Viewing Party and produced an idea they call the ‘TalkBubble’; which a multiplatform (online / offline / broadcast) media event that uses Facebook connect and Twitter to help fans enjoy Bravo shows when they are debuted. The events include Bravo-lebrities, which encourages audience participate and features real-time interactions. Bravo can see in real-time how the audience is responding to the show while it is being broadcast.
The metrics for TalkBubble vary a bit, but it includes page views, # of tweets, and other qualitative criteria that are somewhat proprietary. As they see it, TalkBubble is taking social media to the next level connecting the audience and show celebrities in a unique and immediate way.
With capabilities like TalkBubble in place, the Bravo team can focus on the key elements in crafting a successful campaign – for Bravo that means they take more time with the message content and how it is crafted; it cannot be too corporate and it needs to mimic the tone of the show / brand and not push selling.
Ellen and the team feel it is important to monitor and understand the # of messages being posted and what’s already trending. If they try to compete with news, they want to make sure that to audience doesn’t perceive Bravo posts as spam; Bravo knows they need to break through the clutter and noise of the message stream.
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ROI of Social Media Community Site
Guy Powell and I are avid about uncovering the ROI of marketing. It’s work we are both passionate about and enjoy.
To support our work in exploring the question of ROI in marketing and social media, we’re launching a community site using the Ning platform at www.ROIofSocialMedia.com where we will be posting a wide variety of content for our readers and fulfilling our commitments we made in the ROI of Social Media book to provide fresh and updated content around the question of ROI in marketing and social media.
We have set the community as open for anyone, but a membership is required to access content like the complete episodes of all the podcasts and as comprehensive a list as we can possibly generate of social media monitoring and measurement technology and tool vendors.
Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!