red bull social deck

SOCIAL MEDIAONBOARDING

RBNA ATHLETES

Tuesday, April 8, 14

OUR GOAL.To help grow your audience,

strengthen your influence, and engage your fans.


WHY SOCIAL MEDIA?• Social Media is where consumers are living

• 90% of all media interactions are screen based

• Each day we spend over 4.4 hours of leisure time in front of screens

• Social networks are the #1 digital engagement point for consumers90%

Media

4.4Hours


SOCIAL MEDIA STATS.• 4.5 billion likes are generated daily on Facebook

• Twitter takes in 500 million tweets per day

• Instagram photos receive 1.2 billion likes daily

• 100 hours of video are uploaded to YouTube every minute

4.5 BLikes

1.2 BLikes

500 M

Tweets

100Hours


WHY RED BULL?

• Red Bull is a thought leader

• Social media is one of our core competencies

• Red Bull is the #1 brand in social media

We are one of the top brands in social media.

1 MFans

42 MFans


OUR INSIGHTS.

• Engagement

• Audience Growth

• Viewership

• Sharability

Leverage Red Bull insights in social to help you drive:


WHAT WE EXPECT FROM YOU.


PRODUCT FUNCTIONALITY.• Talk about the product credibly

• Talk about the moments when you need it or use it

• Be yourself, and don’t force it


BRANDING.• Try to have good branding in your photos and videos

• Showcase branding in a natural way, as part of your everyday life


ATHLETE PROJECTS.• Promote your own projects

• Support other Red Bull athletes

• Share behind the scenes content


CONTENT.

• Share relevant Red Bull content from the Red Bull website, YouTube channels, social accounts, etc.


CAMPAIGN SUPPORT.• Help promote relevant Red Bull campaigns, films, & events


DISCLOSURES.

· With great power, comes great responsibility.

· Here, exercising the power (the right to post positive and cool Red Bull stuff), triggers a responsibility for you to make sure people know we have a business relationship – e.g., that you are a Red Bull Athlete, get swag or money from Red Bull, etc.

· Trust us, we are letting you know all of this to keep both you and Red Bull out of trouble. But, if you want more details on what we are talking about, just do an internet search on “FTC Endorsement Guides.”

· How you meet the disclosure obligation is ultimately up to you since we don’t get a preview on what you post. However, to get the point across, you should consider adopting a standard practice –– e.g., using hashtags like “#RedBullAthlete”, "#GivesYouWings", “#sponsored”, including a Red Bull created icon that links to your Red Bull Athlete page, etc.] in any Red Bull related content you post.


HOW WE WILL HELP YOU.


ENGAGEMENT AUDIENCE GROWTH VIEWERSHIP SHAREABILITYSocial media allows you to engage with your existing

and potential fans & followers.

Social media is word of mouth on steroids & will help you gain more fans through

credible advocates.

Social media activity will help drive viewers and tune ins for events, competitions,

& advertisements.

Knowing what to share on social media will help spread any key piece of content &

sometimes make it viral.

OUR INSIGHTS WILL HELP DRIVE


THE BASICS.


BEST PRACTICES.• Share relevant & compelling content

• Keep posts short & sweet (100 characters or less)

• Be Active

• Engage fans by asking questions

• Respond to questions & comments

• Post images when possible (add link in copy)

1 billion users worldwide

?100Characters


NEYMAR’S BEST PRACTICES.• Shares pictures from his everyday life

• Posts often

• Shares videos and photo albums

• Share his soccer world with his fans

• Makes himself touchable to his fans

Spotlight on: Neymar da Silva Santos Jr.


BEST PRACTICES.• Show some personality

• Share the latest news & info

• Follow peers, partners, brands, etc.

• Listen to your followers

• Respond to people who mention you in a tweet

• Limit hashtags to 2 or less

• Tag others (i.e. @redbull)

800 million users worldwide

#


JASON’S BEST PRACTICES.• Acts like himself

• Isn’t afraid to have a sense of humor with his followers

• Retweets others

• He’s very active on Twitter

• Mentions others & uses hashtags in his tweets

Spotlight on: Jason Dufner


BEST PRACTICES.• Be active

• Tag partners & sponsors

• Post epic & creative content

• Engage in the comments

• Don’t over hashtag (3 or 4 max)

• Give a behind the scenes look

• Take advantage of Instagram video

• Monitor mentions & tagged photos


@


TONY’S BEST PRACTICES.• High quality images

• Tells a story about the photo with copy

• Tags people in his photos

• Regularly posts images

• Shares videos

Spotlight on: Tony Hawk


BEST PRACTICES.

• Have a concise & engaging title- keep it under 53 characters

• Always promote videos through other social channels

• Pay attention to what users are commenting & respond to them

• Have a clear call to action at the end of the video (i.e. a link to the Red Bull site)

• YouTube is the 2nd largest search engine, so tag your video with relevant keywords

1 billion unique users worldwide every month

#


BEST PRACTICES.• Spark viewers interest by giving them a sneak peek into an upcoming event, appearance, press feature, etc.

• Promote your vine video across all social platforms

• Keep the video’s concept simple- you only have 6 seconds on Vine

• The viewer should be able to tell where the video begins and end

• Use the audio feature

• Pay attention to what users are commenting & respond to them


@


• Hashtags instantly group together photos, thoughts, trends, events, etc.

• Use the hashtag symbol (#) before a relevant keyword or phrase to categorize your post & have it easily show up in searches

• Hashtags can occur anywhere in the post (beginning, middle, or end)

• Don’t #hashtag just to #hashtag - don’t be excessive

• Instagram, Twitter, & Facebook all support #hashtags

#HASHTAG 101


GET STARTED.• Gain control of your accounts & profiles

• Connect with peers & partners

• Start posting cool shit!


RESOURCES & ACTIVATIONS.


RED BULL SIGNATURESERIES DREAMLINE.

• 777 Likes

• 20 Comments

• Video views untracked

Provide social assets for athletes to promote relevant broadcasts and/or content designed for each specific platform

ASSETS.

The Stats:

An edited 15 second Instagram video


HARLEM SHAKE.

• Over 6.9 M Youtube views

• 500 Twitter engagements

• 10% Facebook engagement rate

TRENDING TOPICS.

The Stats:

Invite athletes to participate in or contribute to content around trending topicsMust be timely, relevant, & unique


X GAMESREAL SNOW.

• 400+ Clicks on Content

• 300+ Clicks on Voting site

• 200+ Twitter interactions

VOTING & VIEWS.

The Stats:

Support athlete projects & competitions through promoting votes, content views, etc.Must be authentic & creative


NEXT STEPS.• Talk to your Athlete Marketing Manager about social activations

• Brainstorm activation ideas with other athletes

• Make sure your activation provides something valuable for your fans $


red bull social deck

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