In her presentation, Yahoo!‘s Social Marketing Director, Robin Zucker, shares how they are advancing their social engagement strategy. Robin uses their Summer Movie Program as an example and goes into detail about the objectives, strategy, experience, results, and challenges from the social campaign. Watch the video of this presentation here: https://vimeo.com/41522765

1. SocialMedia.org
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The Evolution of Social Strategy
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2. Summer Movies Program
Yahoo! Movies
Robin Zucker
zuckerr@yahoo-inc.com
@robinzucker

3. Overall Objectives
In 2011 Yahoo! focused on growing an engaged base on Facebook.
As we move into 2012 we are focused on taking this strong base and
more deeply engaging them.
Program Objectives
More social: Connect with socially active movie fans
Grow: Increase the Yahoo! Movies Facebook fan base
Reinforce: Yahoo! Movies is the premiere online movie
destination

4. Our Strategy
Socially Relevant: Take advantage of Summer Movie season to
capture the active movie goer
Hits fans from all angles: Reach movie fans online and offline
throughout the movie going process with social at the center
Relevant: Reward a movie-going audience and capture quality
“Likes” in return for sustained engagement
Share and Engage: Surprise and delight movie fans giving them a
reason to engage and share and reinforce Yahoo! Movies as their
go to for movie-making decisions

5. Reinforce Movie Going Behavior

6. Our Approach: It All Starts on Yahoo!
Take advantage of the 24MM engaged users that visit Yahoo!
Movies each month and exclusive studio assets.

7. Our Approach: Amplify, Engage and Grow on Social
Connect with a relevant movie-going audience with a compelling and
inherently sharable offering and reason to keep coming back after the
promotion. Focus mainly on Facebook.

8. Our Approach: In Theater, Offline Exposure
Strategic Partnership with Regal Cinemas
IN THEATRE SIGNAGE AND VIDEO
90,000,000
Visitors Throughout
the Summer
6,000+
Screens
537
Locations Nationwide
Use mobile to connect online to offline, and offline
to online.

9. The Experience: Two Distinct Means of Entry
1) In Theatre 2) Online
IN THEATRE SIGNAGE AND VIDEO
Site Social
In Theatre Placements
Mobile Microsite Dedicated Facebook Tab
Redemption Redemption

10. The Experience: In Theater Mobile Microsite
IN THEATRE SIGNAGE AND VIDEO
Social Check-in Message
Shared on Facebook
Additional Share
Social “Like” Message Shared
Opportunity on Facebook
on Facebook

11. The Experience: Online
Social “Like” Message Shared
on Facebook
Can’t wait to see Harry Potter!
Prominent Ticket Search and Share Buttons Share Opportunity on Facebook

12. Results: By the Numbers
1.2 Million 1.4 Million
New Facebook Likes Minutes Spent on the Yahoo!
for Yahoo! Movies Movies Website
200,000+ $1 Million
Facebook Check-Ins In Free Popcorn Munched by
at Regal Cinemas Yahoo! Movies fans

13. What Worked Well
Tied to an event: Tapping into the excitement of the Summer Movie going
season, with great offer and assets from studios to engage our target
audience -when they were making decision of what movies to see (online)
and when they were in theatre (offline)
Partnership with Regal Cinemas to adapt as the program did.
Agency partnership allowed for real-time optimization
Flexibility to adapt program after launch
Offer was relevant, compelling and highly sharable

14. Challenges Faced During Program Development
Limitations with standard mobile Facebook application
Doesn’t allow for co-branded check-in wall posts
No ability to track deal exposure
Limited to smartphones
National chain partner coordination
Staff training of part-time, minimum wage employees
In theatre placement
Limited ability to optimize in-theatre placements post-launch
First mobile/digital promotion.
Consumer reaction
Initial confusion over mobile site flow
Those without smartphones the “loudest” in social media
Challenges of mobile coverage.
Training staff on a new approach to coupon redemption
Managing Expectations
“Never been done” premise made it difficult to anticipate and plan for expected
participation, redemption numbers, etc.

15. Thank You!
Robin Zucker
zuckerr@yahoo-inc.com
@robinzucker

16. SocialMedia.org
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