THE CHALLENGE
Elevate a targeted African American Entertainment Network to stand against competitors BET, VH1 and WEtv in the social space.
THE SOLUTION
- Develop a unified voice for the TV One Network Facebook and Twitter profiles that promotes it's original series, films and specials in a way that fans would find engaging
- Drive new fans to the Facebook page by using Facebook media to encourage general interest fans and promoted posts pushing popular series to drive a targeted audience
- Build individual Facebook pages for tentpole series to funnel conversations
- Increase twitter followings by live tweeting tentpole series and embracing influencers and TV One talent to discuss individual series and reaching the African American audience on the platform where they are most social
- Utilize new platforms to spread social awareness for the Network including Instagram, Pinterest and Vine
RESULTS
- The TV One social presence has increased significantly since December 2011 (see individual results below)
- TV One Twitter has over 15k+ more Followers than WEtv
- Unsung Facebook has garnered 46k more Facebook fans than E!’s Ice Loves Coco
- Garnered over 46 National Trends for Unsung (S5,6,7), 19 National Trends for R&B Divas (S1), and 5 National Trends for The Rickey Smiley Show (S1)
December 1 2011: 42,217 April 15 2013: 189,003 Gained: 146,786; 347%
December 1 2011: 26,200 April 15 2013: 77,444 Gained: 51,244; 195%
December 1 2011: 31,571 April 15 2013: 241,657 Gained: 210,086; 665%+
Season 1 premiere: 49,128 Facebook Fans
The Rickey Smiley Show Facebook Likes
Season 1 Premiere: 45,574 Facebook Fans