The document provides a social media audit and strategy for CW-TV. It analyzes CW-TV's current brand persona, shows, audiences and social media presence. It finds disconnects between CW-TV's flat social media language and its brand voice. The strategy aims to increase engagement on neglected younger audiences and convert their social interactions to viewers. It outlines reach, conversion and publishing objectives, and a content bucket strategy featuring promotion, fashion/beauty, and actor posts. Challenges and long-term benefits are also discussed.
5. Brand Persona
Young, Extroverted Woman
Social, and likes themes
outside mainstream genre
Boyfriend, Girls nights
One bedroom apartment in
the city
Drama, Suspense, Creative
7. Show Comparison
*The CW* Shows Target
Audience
Arrow 18-34
Crazy Ex-
Girlfriend
18-34
DC's Legends of
Tomorrow
18-34
iZombie 18-34
Jane the Virgin 18-34
Supernatural 18-34
The 100 18-34
The Flash 18-34
The Originals 18-34
The Vampire
Diaries
Women
(18-34)
*ABC* Shows Target Audience
Grey's
Anatomy
Adolescent women
Scandal Adolescent women
Modern Family Male and females;
high school through
collegiate age (teens
+ early 20's)
Castle Adolescent women
The Bachelor Teenage women
Shark Tank Men and women
from 18+
Dancing with
the Stars
Men and women of
all ages; Includes
celebrities from all
genres, ages, and
sexes
19. Reach Objective
Increase overall followers by an
average of 14% across all platforms
3 Months
6 Months
9 Months
4.13%
5.63%
7.13%
14.25%
18.75%
23.25% 11.25%
9.38%
7.50%
Neglected Followers 80% of each number split evenly among those <18 and 35<
28. Bucket Strategy
Show Promotion
Show Page
interaction
Teasers
Show Reminders
Special Effects
Fashion Beauty
Make-Up
Current fashion
trends
Styling
Actor Post
Characters in real
life
Repost
Characters’
content
Interact with
personal profiles
30. | Promotion |
Even Superheroes need training.
See how the @CWTV heroes
learned to save their damsels in
distress @iansomerhalder
Want to find out what makes
#theflash zip around so quick?
Check out this incredible special
effects sneak peak for answers
@cwtheflash
36. Content Calendar
Promotion = P
Fashion Beauty = F
Actor Post = AP
P P(2)
F(4)
F P,F
AP(3),P(2)
P F(2
)
AP(2),P(4)
A
P
P,F
F(4),AP(2)
F AP(2
)
P(3),F(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
A
P
P,F
F(4),AP(2)
A
P
P,F
F(4),AP(2)
A
P
P,F
F(4),AP(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
Sun Mon Tue Wed Thur Fri Sat
P P(2)
F(4)
38. Long-term Benefits
Audience exists
Engagement = revenue through increased viewership/ratings
More resources = better talent and content developing
Social listening to give audience what they really want
40. Full Brand Persona
CW-TV's brand persona is a young, extroverted women. She's
social, but also intrigued by genres and themes in books and media
that are not always the mainstream most popular consumer products.
She has a boyfriend, but does not live with him and enjoys her glass
of wine while watching her favorite shows after a 9-5 day's work. She
lives in a one-bedroom apartment in the city, enjoying the weekly
dinners "with her girls" talking about both the new happenings her
their own lives, as well as those who people who are not present.
Her income is relatively average, which makes sense as her life is
not consumed by work. Drama, suspense, and out-of-the-box
thinking intrigue her, as she enjoys looking at different types of the
world. She dreams of both heroism and chivalry. She has never been
your typical "popular" girl in her social groups, but instead she has
proven to be that creative girl with a different way of thinking.
41. TIME Monday Tuesday Wednesday Thursday Friday Saturday Sunday
8/7c: Crazy Ex-
Girlfriend
The Flash Arrow DC's
Legends of
Tomorrow
The
Vampire
Diaries
X X
9/8c: Jane the
Virgin
iZombie Supernatural The 100 The
Originals
X X
Current Airings
48. Sources
• Nielson Ratings
• SproutSocial
• Klear
• Bottlenose
• CW Social Media Profiles
• ABC Social Media Profiles
Notas del editor
Font: bauhaus
Color: #267911
Supernatural
Superhero
Romantic Comedies
Current accounts
Current stats
Target demographic: 18-34
Digital platform, median age is 26
Audience, median is 43
*Median Increased from 33 in 2015
Actual vs what they think
Median age for network TV is 55v
Use grpahs to show ABC is direct with who they target, CW is borad range for all their shows
Varirety of shows is less for CW
Delete TV rating
Why not more show crossover if the same audience
Current accounts
Current stats
Majority of viewers are outside targeted demographic
Both segments are declining overall
What they are currentyl on plus followers
Current accounts
Current stats
ABC
More shows, the activity can still be increased
ABC
More shows, the activity can still be increased
ABC
More shows, the activity can still be increased
FB: 3 x week
IG every day
Snapchat: multiple times a day (story)
Consistent time
Interacts with actors, shows, and pages
Subject to recent/upcoming shows
Over 90% of the 150 million people on Instagram are under the age of 35*
why: young M+W
Urban suburban - fits brand persona more
Instagram ads get almost double the click through rate of Facebook, 1.5 percent compared to 0.84 percent
Put in use new brand voice
Hashtag campaigns
Upcoming episodes w/ bottlenose
Get contest example
Get contest example
Benchmark ABC
Add actor differences
Content sucks, but there is an audience,
Engage with it will bring in revenue, by increasing viewership/ratings with current audience
CW will have more resources for better talent and develop better content
Social listening can give audience what they really want
