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MEM
B
ER MEETIN
G
34
SOC
IALMEDIA.
ORG
SAN FRAN
CISCO
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
socialmedia.org/meetings
Wells Fargo
Julie Milbrand
Real-time social marketing: Futbol
in Brazil
Case Study:
Real Time Social Marketing:
Futbol in Brazil
Julie Milbrand
SVP, Enterprise Social Media
Julie.A.Vaughan@Wellsfargo.com
February 4, 2015
Wells Fargo Social Properties
1
Social Media Command Centers
2
Campaign
Build a
Network of
Advocates
Deliver
Personalized
Exchanges
Social Strategies
Campaign
Objective
Drive Awareness and Engagement around
Soccer Sponsorships and Convenience & Access
DRIVE CHECKING
CONSIDERATION
Establish an
Integrated
Content Plan
Meet
Millennials at
Every
Touchpoint
Understand
Millennial
Needs
Soccer (MLS/FMF)
Social KPIs
BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer
Increased Rate of Engagement With Soccer Content and Experiences
Moments that Reinforce Soccer & #GettingItDone
Social Lens
Soccer | Social Approach
3
Social media records set during the tournament
4
Source: http://www.bbc.com/news/blogs-trending-28295898
Twitter
During final match, a new
record was set for # of
tweets per minute -
618,725
Most talked about sports
game ever was
#BRAvsGER with 35.6M
tweets
Facebook
First ever event
generating 1B
interactions (sporting or
otherwise)
Final tally: 350M people
participated in 3B total
interactions
DRIVE CHECKING
CONSIDERATION
FMF
• Social Listening - Actively listened and engaged in social
before, during and after the key Mexican National Team
matches
• Local Events - Drove local awareness around Wells-Fargo
sponsored viewing parties through geo-targeted social posts
• Captured real-time fan images
• Encouraged use of #GettingItDone tag at experiential activations
• Real time marketing – Inaugural RTM in Command Center
featured real-time content and post-game infographics
around soccer passion points
• Facebook, Twitter, G+
• Entertaining tweets and responses to fans
• Leveraged pre-approved design templates and conversation
themes to efficiently create and publish content
MLS
• Supported 20+ MLS players on national teams in Brazil by
creating post-game infographics around which players were
#GettingItDone
• Demonstrated ongoing MLS partnership by promoting
#ForClubandCountry hashtag
Social Media Overview - Mexican National Team
(FMF) & Major League Soccer (MLS) in Brazil
5
6
Day of Match:
100-200 minutes
2 days
prior
Geo-targeted
social posts for
Wells Fargo
sponsored local
viewing parties San Francisco
Command Center
takeover for live
Mexico matches
Live content
transfer from
local viewing
parties
Real-time creative
based on
#GettingItDone
game stats, local
viewing parties,
trending hashtags
Finite interest-
based targeted
for paid
amplification
Fan engagement
around FMF and
MLS player
excitement
FMF: Real-Time Social
FMF: Geo-Targeted Social Posts
7
FMF: Real-Time Social
8
• Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in
2007
• Lowest CPE of any current campaign with paid amplification
• Paid interest targeting and relevant content reached millennial soccer fans where
they spend time
Game 3
1,380 Engagements
Game 2
602 Engagements
Game 1
377 Engagements
FMF Highlight: Twitter
9
MLS: Post-Game Social
10
•91% of all mentions were
from Twitter
•Includes comments/replies
to WF posts
1500+
mentions
•Sentiment was mostly
neutral
•Anti-American and Anti-
Mexican comments were
hidden by platform
managers and not included
in negative sentiment
calculations
4% positive
93% neutral
3% negative
sentiment
•29% paid
•Includes 47 Tweets, 20
Facebook posts, and 11
Google+ posts
78
posts
•50% paid
•58% on Twitter and 42%
from Facebook
8M
impressions
•94% paid
•Strong engagement rates:
• Facebook: >3X
engagement rate from
previous month
• Twitter: >1.5X
engagement rate from
previous month
53K
engagements
11
Brazil Soccer Results
Team
ESM marketing lead
ESM listening &
moderation
4 ESM platform
managers
4 risk, legal &
compliance partners
3 EM sponsorship
leads
2 Digital Marketing
Team consultants
9 Social and Media
Buying Agency partners
24 Core Team
Members!
It took a village…and lots of planning
12
Key learnings
 Real time isn’t really real time – plan ahead for
all potential scenarios
 Be flexible and ready for shifts in plan/content
while activating
 Join the conversation
 Teamwork makes the dream work
13
Thank you!
#GraciasMexico
14
MEM
B
ER MEETIN
G
34
SOC
IALMEDIA.
ORG
SAN FRAN
CISCO
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
socialmedia.org/meetings

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Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand

  • 1. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings Wells Fargo Julie Milbrand Real-time social marketing: Futbol in Brazil
  • 2. Case Study: Real Time Social Marketing: Futbol in Brazil Julie Milbrand SVP, Enterprise Social Media Julie.A.Vaughan@Wellsfargo.com February 4, 2015
  • 3. Wells Fargo Social Properties 1
  • 5. Campaign Build a Network of Advocates Deliver Personalized Exchanges Social Strategies Campaign Objective Drive Awareness and Engagement around Soccer Sponsorships and Convenience & Access DRIVE CHECKING CONSIDERATION Establish an Integrated Content Plan Meet Millennials at Every Touchpoint Understand Millennial Needs Soccer (MLS/FMF) Social KPIs BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer Increased Rate of Engagement With Soccer Content and Experiences Moments that Reinforce Soccer & #GettingItDone Social Lens Soccer | Social Approach 3
  • 6. Social media records set during the tournament 4 Source: http://www.bbc.com/news/blogs-trending-28295898 Twitter During final match, a new record was set for # of tweets per minute - 618,725 Most talked about sports game ever was #BRAvsGER with 35.6M tweets Facebook First ever event generating 1B interactions (sporting or otherwise) Final tally: 350M people participated in 3B total interactions
  • 7. DRIVE CHECKING CONSIDERATION FMF • Social Listening - Actively listened and engaged in social before, during and after the key Mexican National Team matches • Local Events - Drove local awareness around Wells-Fargo sponsored viewing parties through geo-targeted social posts • Captured real-time fan images • Encouraged use of #GettingItDone tag at experiential activations • Real time marketing – Inaugural RTM in Command Center featured real-time content and post-game infographics around soccer passion points • Facebook, Twitter, G+ • Entertaining tweets and responses to fans • Leveraged pre-approved design templates and conversation themes to efficiently create and publish content MLS • Supported 20+ MLS players on national teams in Brazil by creating post-game infographics around which players were #GettingItDone • Demonstrated ongoing MLS partnership by promoting #ForClubandCountry hashtag Social Media Overview - Mexican National Team (FMF) & Major League Soccer (MLS) in Brazil 5
  • 8. 6 Day of Match: 100-200 minutes 2 days prior Geo-targeted social posts for Wells Fargo sponsored local viewing parties San Francisco Command Center takeover for live Mexico matches Live content transfer from local viewing parties Real-time creative based on #GettingItDone game stats, local viewing parties, trending hashtags Finite interest- based targeted for paid amplification Fan engagement around FMF and MLS player excitement FMF: Real-Time Social
  • 11. • Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in 2007 • Lowest CPE of any current campaign with paid amplification • Paid interest targeting and relevant content reached millennial soccer fans where they spend time Game 3 1,380 Engagements Game 2 602 Engagements Game 1 377 Engagements FMF Highlight: Twitter 9
  • 13. •91% of all mentions were from Twitter •Includes comments/replies to WF posts 1500+ mentions •Sentiment was mostly neutral •Anti-American and Anti- Mexican comments were hidden by platform managers and not included in negative sentiment calculations 4% positive 93% neutral 3% negative sentiment •29% paid •Includes 47 Tweets, 20 Facebook posts, and 11 Google+ posts 78 posts •50% paid •58% on Twitter and 42% from Facebook 8M impressions •94% paid •Strong engagement rates: • Facebook: >3X engagement rate from previous month • Twitter: >1.5X engagement rate from previous month 53K engagements 11 Brazil Soccer Results
  • 14. Team ESM marketing lead ESM listening & moderation 4 ESM platform managers 4 risk, legal & compliance partners 3 EM sponsorship leads 2 Digital Marketing Team consultants 9 Social and Media Buying Agency partners 24 Core Team Members! It took a village…and lots of planning 12
  • 15. Key learnings  Real time isn’t really real time – plan ahead for all potential scenarios  Be flexible and ready for shifts in plan/content while activating  Join the conversation  Teamwork makes the dream work 13
  • 17. MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings