BlogWell Philadelphia Social Media Case Study: Discovery Communications, presented by Amber Harris & Gayle Weiswasser

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In their BlogWell Philadelphia presentation, "Using Social Media to Supercharge Discovery Channel's Shark Week," Discovery Communications' Amber Harris and Gayle Weiswasser share how Discovery Channel used social media to turn up the volume and engagement for its intense fans during its annual Shark Week event.

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Using Social Media to Supercharge Discovery Channel's Shark Week Gayle Weiswasser & Amber Harris November 9, 2010

Shark Week Overview Cable’s longest-running programming event (23 years & counting), synonymous with Discovery Channel Robust marketing, communications & social media campaigns aimed at celebrating the “national holiday” nature of the annual event Messaging around shark conservation bolstered by partnership with Oceana, including on-air & online PSAs Extensive online content, including video, live-stream from the Georgia Aquarium, facts & trivia, games and a petition against shark finning Locally focused activities around DiscoveryCommunications’ Silver Spring HQ

Social Media Strategy Focus on celebrating sharks and Shark Week fans, tying into the national holiday angle ,[object Object]

Let fans speak for usIdentify and engage influencers & new audiences in organic ways ,[object Object]

Creative, not forced, engagementAmplify the volume of pop culture buzz through social media ,[object Object]

Natural crescendo over summerEngage fans beyond Shark Week ,[object Object],[object Object]

Niche blogs (e.g., environment),[object Object]

Focus on Twitter (real-time, access to influencers),[object Object]

Utilize rich media opportunities unique toFacebook platform,[object Object]

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