1. Billboard’s social content strategy
Katie Morse (@misskatiemo)

2. • WHAT IS BILLBOARD?
• WHERE ARE WE?
• GOALS
• DECISION-MAKING PROCESS
• RESULTS: 2013 BILLBOARD MUSIC AWARDS
AGENDA

3. WHAT IS BILLBOARD?

4. WHAT IS BILLBOARD?

5. • CHARTS
• TRADE MAGAZINE
• CONSUMER WEBSITE
• INDUSTRY WEBSITE
• MOBILE APPS
• CONFERENCES
• CONSUMER EVENTS
• MUSIC AWARD SHOW
WHAT IS BILLBOARD?

6. WHERE ARE WE?

7. OUR STORY
Facebook: 363,538 fans
Biz Facebook: 13,741
Instagram: 10,563 followers
Twitter: 261,847 followers
Biz Twitter: 17,286
YouTube: 140,793 subscribers
238,751,326 video views
807,768 fans/followers

8. OUR STORY
Facebook: 948,272 fans
Biz Facebook: 36,067
Latin Facebook: 15,121
Instagram: 414,574 followers
Foursquare: 22,908 likes
Pinterest: 5,528 followersTumblr: 71,000 followers
Google +: 2,115,059 fans
Twitter: 1,208,924 followers
Biz Twitter: 77,539
Latin Twitter: 50,238
YouTube: 305,455 subscribers;
369,641,789 video views
Spotify:1,866,423 subscribers
Avg listens: 1.6 hrs / mo
Rdio:153,354 subscribers
5,270,688 fans/followers 2,019,777 playlist subscribers

9. GOALS

10. GOALS
• DRIVE INCREMENTAL REVENUE
• IMPROVE THE BRAND EXPERIENCE
• DEVELOP AND INTERACT WITH THE GLOBAL
BILLBOARD COMMUNITY

11. DECISION-MAKING PROCESS

12. DECISION-MAKING PROCESS
• WHAT IS THE CONTENT?
• WHAT OWNED OUTPOST DOES IT BEST FIT WITH?
– ASSETS
– ANALYTICS
– TRENDS
– BEST PRACTICES

13. DECISION-MAKING PROCESS

14. CASE STUDY
THE 2013 BILLBOARD MUSIC AWARDS

15. CASE STUDY: THE 2013 BBMA’S
• WHAT WERE OUR GOALS?
• WHAT PLANNED CONTENT EXISTED?
• WHICH PLATFORMS DID WE USE?
• WHAT WAS THE PURPOSE OF EACH PLATFORM?
• WHAT RESOURCES WERE REQUIRED?
• WHAT WERE THE RESULTS?

16. CASE STUDY: THE 2013 BBMA’S
GOALS
• EXTEND THE BRAND EXPERIENCE
• DRIVE TUNE-IN
• LEVERAGE OUR NETWORK OF BBMA-RELATED ARTISTS
AND CELEBRITIES
• DRIVE THE ONLINE CONVERSATION
• FULFILL ALL SPONSOR-RELATED OBLIGATIONS AND
EXCEED KPI’S

17. CASE STUDY: THE 2013 BBMA’S
CONTENT
• VIDEO
• CONSUMER AND BUSINESS ARTICLES
• VOTING
• PHOTO GALLERIES
• BROADCAST
• PRINT

18. CASE STUDY: THE 2013 BBMA’S

19. DECISION-MAKING PROCESS
• WHAT IS THE CONTENT?
• WHAT OWNED OUTPOST DOES IT BEST FIT WITH?
– ASSETS
– ANALYTICS
– TRENDS
– BEST PRACTICES

20. CASE STUDY: THE 2013 BBMA’S
TWITTER DRIVE THE REAL-TIME CONVERSATION
FACEBOOK SHARE ENGAGING HIGHIGHTS FROM THE
CARPET/SHOW
TUMBLR LIVE-GIF THE CARPET/SHOW
INSTAGRAM PROVIDE A BEHIND-THE-SCENES VIEW OF THE
CARPET/SHOW
SHAZAM ENCOURAGE BROADCAST TAGS AND DOWNLOADS
GOOGLE+ SHARE ARTICLES AND WINNER ANNOUNCEMENTS
PINTEREST CREATE SHOW-THEMED BOARDS AND INTERACT
WITH PINNERS
YOUTUBE SHARE MEMORABLE MOMENTS VIA VIDEO
GETGLUE SHARE ENGAGING HIGHLIGHTS FROM THE

21. CASE STUDY: THE 2013 BBMA’S
RESOURCES
- REAL-TIME ANALYTICS (BACKSTAGE TWITTER WALL +
ANALYTICS)
- SHAZAM TECH SUPPORT
- VIDEO CREW (YOUTUBE, BACKSTAGE LIVESTREAM)
- GIF ARTISTS (TUMBLR)
- LIVE-TWEETERS (BILLBOARD + TWITTER LIVE-TWEETING CAST)
- PLANNED CONTENT (G+, FACEBOOK, TWITTER)
- COMMUNITY MANAGERS (GETGLUE, PINTEREST + FAN
ENGAGEMENT)
- DIGITAL ARTIST RELATIONS (INSTAGRAM, ARTIST-OWNED
PLATFORM CONTENT GENERATION)

22. CASE STUDY: THE 2013 BBMA’S
RESULTS
• The 2013 Billboard Music Awards are the “most engaged
Shazamable TV award show”. The 2012 Billboard Music Awards
are #5 on the same ranking.
• The 2013 broadcast not only included a staff of famous Tumblr
“GIF artists” who live-GIF’d the entire show, but incorporated the
live-GIF’s into the broadcast – a first in TV history.
• According to Twitter, #BBMA usage increased 170% from 2012 to
2013, increasing from 141,000 Tweets to 381,000 Tweets.
• The 2013 Billboard Music Awards audience averaged 2,576
messages per minute during the broadcast, almost keeping pace
with The GRAMMYs 2013 audience, who averaged 2,809 messages
per minute.
• @Billboard passed 1,000,000 followers during the broadcast.

23. CASE STUDY: THE 2013 BBMA’S
RESULTS
• #BBMA hashtag use: increased 170% (source:Twitter)
• #BBMA OR #BillboardAwards hashtag use: increased 30.59% (to
686,788)
• @billboard mentions: 62,900 (117.62% increase)
• Unique conversations: 1,000,766 (increased 17.67%)
• Potential Twitter impressions: 3,025,845,730 (increased 50.73%)
• Potential Twitter reach: 721,460,202 (increased 73.98%)
• Tumblr impressions: 9,318,417
• Total Tumblr reblogs/hearts: 98,606
• 65% female, 63% positive sentiment