Social media is maturing at a phenomenal rate; businesses everywhere appreciate the solid ROI a presence in social media can generate and many are looking to adopt social media tools and tactics for a wide variety of reasons. One of the reasons they often believe they need to get a blog or Facebook page is they see competitors using it around them and they do not want to be left behind. In some industries this not an issue as the adoption is still low, but in the entertainment industry not adopting social media elements is a harbinger of difficulties to come.
Bravo Networks has made social media a part of their DNA and with really powerful results. In this podcast series with Ellen Stone / Senior Vice President for Marketing for Bravo, she shares some of the work that she and her team have undertaken to develop some award winning brand concepts and programs.
You’ll want to subscribe (to your email or RSS reader) so you don’t miss a minute of what is an excellent podcast series on how Bravo has adopted social media to extend their relationship with the audience in powerful, productive and profitable ways.
In this episode Ellen describes the Bravo brand and the five entertainment categories they focus their programming and content on ; they are food, fashion, design, beauty and pop culture. She also shares that they see that the audience for Bravo really expects a connection in social media and she uses the terms ‘tech savvy and forward leaning’ to help describe the audience.
Their goal in content generation is to provide inventive and influential content that engage the audience and that the audience then talks about it with their friends. As a pioneer in social content, Bravo was one of the earliest brands to get involved in social media with their connection with MySpace in 2005. which Ellen points out as proof that social is really a part of their DNA at Bravo.
The partnership with MySpace was for shared content around show premiers, building & maintain buzz around a series, and promoting branded products (such as cookbook, clothing.) Their work today includes leveraging Facebook, Twitter and a wide variety of new properties to better connect to their audience.
In the way of a true market leader, she suggests that their biggest obstacles is also a benefit too – it is that with the social environment changing so quickly, they get to / have to decide where and how they use social media to connect to their audience in ways that are helpful to the brand, have the audience talking and impact the audience with the messaging they want to get out there. With the growth in social it hard to determine just what tools and tactics will work best early & impact-fully.
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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!