Best Brand on Twitter

Archived from the 6th Annual Shorty Awards

Winners

American Express drives commerce and value on Twitter

American Express is on a journey of a digital transformation. As part of that journey, American Express is focused on creating new and innovative ways to utilize Twitter’s platform to deliver value and support to Card Members and merchants, strengthen their connection to the American Express brand, and drive commerce in industry-disrupting ways. This year American Express introduced a new technology on Twitter allowing its Card Members to shop with #hashtags; paid digital homage to its 163 year old history with the #AmexArchive series; celebrated its 163rd birthday with a virtual Twitter party; and augmented customer support via the @AskAmex Twitter handle.In 2011, American Express introduced a first-of-its-kind Card Sync technology, which allows Card Members to securely connect their cards to their social media accounts. In 2013, American Express evolved this unique technology to allow Card Members to tweet #hashtags to buy products on Twitter. The new social commerce experience unlocked the purchasing power of the #hashtag by tapping into American Express’ closed-loop business model and added value to both Card Members and merchants on Twitter. At launch in February, American Express Card Members that connected their Card with their Twitter account could tweet special #hashtags to buy specially-priced American Express Gift Cards and in-demand products like the Amazon Kindle Fire HD, Xbox 360, Sony Action Cam, and more. The program was one of the first to deliver on the promise Twitter commerce, offering a seamless solution that gave consumers more choice and flexibility for how to buy and merchants a new channel in which to reach new and existing customers. American Express also leveraged Twitter this year to create relevant connection points for Card Members and prospects that draw on the rich history of the brand. The #AmexArchive initiative told visually exciting stories of the brand’s heritage and values, leveraging an extensive bank of digitized archive content. The campaign resulted in never-before-seen levels of engagement around the world. On Twitter, engagement with archive posts lead to a 160% increase in retweets. Today, the average #AmexArchive post on Twitter receives thousands of engagements and meaningful stories in return from Card Members excited to share their own American Express experiences. For its 163rd birthday, American Express celebrated with a virtual Twitter party, using the hashtag #163Candles. American Express created and shared personalized images of birthday cake with fans’ and followers’ names to those who wished the brand a “Happy Birthday” or tweeted with the #163Candles hashtag. The campaign resulted in nearly 6M impressions on Twitter and more than 500 mentions of @AmericanExpress in the six hours of the “party.” Known for its best-in-class customer service, American Express looked for new ways to nurture member connections on Twitter. The member support Twitter handle @AskAmex – operated by a team of customer support gurus dedicated specifically to responding to inquiries received via Twitter – grew its follwership by nearly 50% in 2013, and is lauded by industry leaders as one of the most responsive and effective customer support systems on Twitter. As Twitter continues to grow and evolve as a platform, American Express will continue to leverage and re-imagine its own technologies and assets to connect with Card Members in new ways that enrich their Card Membership. Building on the success of 2013, American Express is focused on driving engagement on Twitter and delivering streamlined experiences to its Card Members and merchants that are intuitive, secure, and add value at critical commerce touch-points on the platform.

Finalists

@RealCapnCrunch Sets Sail for Twitter with Huge

Produced by: Huge

After rumors of his possible retirement swirling in the media in 2011, Quaker decided to prepare Cap’n Crunch for his big comeback by launching his ship into the digital age. Due to the cereal mascot’s cult status in American pop culture, he is quite popular among adults from Millennials to Baby Boomers, who all have fond memories of him through the decades and reference him often online, especially on Twitter. The brand wanted to find a way to engage with consumers (primarily men) in their 20s and 30s, who often eat the cereal as an afternoon or late-night snack, rather than for breakfast. The @RealCapnCrunch Twitter account launched in March 2011 but hadn’t gained much traction. Quaker hired Huge in June 2012 to kick the Cap’n’s Twitter account into high gear and create more online conversation around the brand through social media. The brand was also planning to work with Huge to launch an animated late-night talk show hosted by the Cap’n on YouTube, so it was important to build up the Cap’n’s social media presence in advance to support the show once it premiered. To reach the target demographic of web-savvy young adults, the main strategy was to surprise and delight them by having the Cap’n -- the beloved mascot they have nostalgic feelings for -- speak to them directly through Twitter. The plan was to monitor for mentions of the brand on Twitter and reply in unique, humorous ways that would delight the Cap’n’s fans. In addition, the team identified, followed and targeted influencers -- particularly in the comedy community -- by crafting clever personalized responses to incite retweets and increase the reach of the brand. Planned tactics included capitalizing on Twitter trending topics and hashtags and make them relevant to the brand. For instance, when #ThreeWordsSheWantsToHear was trending, the Cap’n tweeted, “#ThreeWordsSheWantsToHear: Breakfast in bed.” We incorporated existing relevant visual assets into trending topic tweets, in order to post in real time on a low budget. We also tracked and monitored memes and relevant pop culture trends and tailored the social content to those themes, keeping it relevant and shareable. Additionally, we live-tweeted major events (such as sporting events and award shows) with the relevant hashtags and capitalized real-time marketing opportunities. The greatest success thus far was a real-time marketing opportunity when the team was able to capitalize on another viral meme. In June 2013, a user posted an image on Reddit pointing out that although U.S. Navy captains have four stripes on their uniforms, Cap’n Crunch only has three and therefore was not a real captain. As this news spread through Reddit, the blogosphere and social media, the Cap’n’s Twitter team jumped on the opportunity to get involved, responding to fans and foes alike with clever tweets defending his good name that again caught the attention of both the Twittersphere and the mainstream media on a mind-blowing scale. The campaign culminated with a video response to officially put all rumors to rest. Due to the team’s creativity, nimbleness and keen eye for online memes and trends, @RealCapnCrunch has had several successes over the previous year that contributed to the account’s overall growth. During SXSW in March 2013 when the Cap’n visited Austin, the initiative generated over 1,000 tweets, 200 Twitter and Instagram photos, and generated about 3 million impressions across social. The Cap’n’s viral uniform controversy has undoubtedly been the greatest success to date, causing an international social media firestorm. In just 18 days after the Reddit post went up, @RealCapnCrunch gained more than 2,500 followers. His most popular response tweet, which was featured in several international media outlets, received 558 retweets and 210 favorites. In total, the controversy garnered more than 2,750 new followers and over 170 million social impressions. Since Huge began working on the account in July 2012, @RealCapnCrunch’s Twitter following more than tripled, from 5,100 to more than 31,200. Monthly retweets increased by over 400% and monthly favorites grew by 450%. Between August 2012 and June 2013, the overall reach of the brand on Twitter nearly doubled, growing from 79.1 million per month to 170 million in June. Much of the growth has been purely organic, the result of great social media strategy and execution, as well as compelling content creation and nimble activation.

Delta Takes Off With Twitter Through Laughs

Produced by: Razorfish

How does a 85-year-old company relate to the social media crowd while maintaining the integrity of the brand? The answer: Make ’em smile! In 2013, Delta Air Lines leveraged a simple, witty and brand-appropriate approach to its social content on Twitter. By integrating pop culture moments into its messaging, Delta Air Lines was able to grow its Twitter follower count by nearly 50%. This increase connected the dots by having a brand voice that entertained Delta’s audience, while maintaining the company’s marketing message and commitment to customer service. Delta Air Lines used Twitter as a platform to demonstrate how brands can be both customer oriented and clever – by huddling the team together for real-time content creation during cultural moments in time, such as The VMAs, or by tracking what’s trending via social listening tools. The Twitter audience related to Delta Air Lines just as they would relate to the person sitting next to them on a plane. On Twitter, where ‘Content is King,’ Delta pushed the boundaries to show that it is possible for a large airline to not just be informational but also have a great sense of humor. In 2013, Delta delivered content that captured the community and caught the media’s attention: • Baby Got Back Baby got back! We like big jets and we cannot lie, this 737 is ready to fly. pic.twitter.com/N9BaWWi3SR— Delta (@Delta) July 30, 2013 Delta’s homage to the Sir Mix-A-Lot classic led to coverage on The Huffington Post and the artist himself RTed the Tweet (the ultimate honor). This content even generated speculation that the @Delta account had been hacked! • The Royal Baby! It's a boy! Welcome, Prince of Cambridge. We can’t wait to show you the world. #RoyalBaby pic.twitter.com/yHuzCIMYD2— Delta (@Delta) July 22, 2013 A pop culture and historical moment that Delta couldn’t miss out on! The airline took a fun and timely approach on the new Prince of Cambridge. This post generated media coverage by Mashable, AdAge and ABC News. • April Fools Introducing the new Double Decker Armrest — coming soon to the middle seat. More arm space. Less elbow rubbing. pic.twitter.com/JV9tNiAfZ3— Delta (@Delta) April 1, 2013 Delta was able to “fool” a few people that their supposed double arm rests were a reality. The Today Show featured it on their April Fool’s round-up. • Lady Gaga We’ve got our @LadyGaga face on! #VMAs #gaga pic.twitter.com/FK4a8sID9v— Delta (@Delta) August 26, 2013 Who better to inspire a makeover than Lady Gaga? This post resembling the artist was posted in real time during Lady Gaga’s VMAs performance and generated over 1,300 RTs. • May the 4th be with you Looks like this 757 is a big Leia fan. May the fourth be with you! pic.twitter.com/7gcf9bmi4i— Delta (@Delta) May 4, 2013 Delta tapped into their inner-geek with this Star Wars themed image. • Happy Easter to all our Peeps ® Happy Easter to all our PEEPS®! pic.twitter.com/oRFW13yiaK— Delta (@Delta) March 31, 2013 Delta tapped into a popular Easter candy icon as a unique way to wish their community a happy holiday The @Delta 2013 Twitter content generated over 60 million online/earned media impressions. Time Magazine just named @Delta as the #10 Sassiest Brand on Twitter: http://newsfeed.time.com/2014/02/07/sassiest-brands-on-twitter-ranked/slide/delta/

E!

Produced by: E!

E! exemplifies a new commitment to pop culture news through its twitter pages, E! Online, E! News, and E! News Now. E! fans want their entertainment and celebrity news 24/7 – whenever and wherever…. as soon as it happens. They are pop culture addicts. With E!’s Twitter accounts, users can get the latest and greatest content about their favorite celebrities or pop-culture topics, including television, movies, and fashion. Utilizing Twitter, E! Online has broken hundreds of exclusives this year and is widely credited across the news marketplace for their exclusive details and quick reporting. The feeds are updated around the clock, allowing for the extensive coverage. The network’s E! News twitter feed offer up-to-the minute breaking news articles, exclusive photos, quick streaming videos that extend coverage beyond what is seen on E!’s linear broadcasts, and allow fans to engage on a deeper level. The E! News Now Twitter feed features a series of short news clips hosted by E! News correspondents in the E! newsroom. The content is released throughout the day and allows the viewers to access breaking news stories even when E! News is not on the air. With the constant influx of new and current content, along with the pages’ sleek presentation, the E! brand on Twitter continues to represent the best, most trusted source for entertainment news and information around the globe. E!’s Twitter presence also includes the feed for E!’s popular daily web show, Live From E!. Airing every weekday morning, the show is a roundtable discussion of the latest celebrity news and gossip, and offers a fun and informed take on what’s trending. Live From E! features analysis of the news and includes the latest video clips and photos along with showcasing celebrity guests. Live From E! contains social elements including a Fan Chat Module that allows viewers to tweet during the show by using #livefromE! This platform allows for viewers to voice their opinions and interact with the hosts in real-time. E!’s Live From the Red Carpet digital properties are the ultimate destination for complete red carpet coverage that enable fans to enjoy an immersive red carpet experience. Enhancements were made to E!’s signature Live from the Red Carpet coverage leveraging Twitter to more deeply engage with fans. Simultaneously, the Live From The Red Carpet section on Eonline covers major events from the Oscars to the Emmy’s and is designed to give fans an insider’s view of arrivals, exclusive interviews, fabulous fashion and more. One of the key interactive features of the Live From the Red Carpet section on Eonline is an exclusive second screen live stream that airs in tandem with Live From the Red Carpet on air. The unique web show features exclusive feeds from E!’s cameras along the red carpet, hosted live segments, real time Twitter trends and Facebook sentiment polling results. Through live tweeting during awards shows and E!’s newly designed, Heat Gauge, E! continues to have tremendous digital/social reach with its passionate, engaged fans. E! is the top destination for all things pop culture, and E! is dedicated to making their content available on all digital platforms anytime and anywhere. E!’s presence on Twitter makes it easier than ever for pop culture fans to access the entertainment headlines, photos and videos they can’t live without. The brand taps into what’s hot on Twitter and brings the fans into the conversation. E! brings a pop of culture to Twitter with #eonlinechat, the first ever weekly pop culture tweetchat. #eonlinechat allows other pop culture obsessed users the ability to interact with 6 million of your closest friends. @eonline and @enews are the official co-hosts for the weekly hour-long conversation about what's hot. From award shows to style trends, OMG TV moments to throwback trivia, E! is chatting about it on Twitter…and encouraging users to join in! Plus, a famous guest occasionally pops in on the conversation. Each Wednesday, E! announces the topic for users to submit questions and ideas for discussion during the #eonlinechat, and at 4 p.m. EST E! kicks off for an hour of pop culture conversation. To join, users simply need a Twitter account and to follow the #eonlinechat tag. We tweet out questions and users tweet back their answers. Another exciting part of #eonlinechat is that the spotlight is on the user – it is their time to shine! We retweet the best answers, ask followers’ their thoughts, and dish on the latest in Hollywood! Plus, one lucky #eonlinechat participant wins a prize given out each week. E!’s Live from the Red Carpet has become the world’s go-to source for all the glamour and excitement of the red carpet. With Heat Gauge, the network’s popular social media tool that allows people to see who is trending in the world of Twitter, both on air and on the companion livestream, Eonline covers all things red carpet. The Heat Gauge is an online module that tracks which celebrities are trending on the red carpet. The more tweets a celebrity receives, the bigger their picture appears on the heat tracker. Users can tweet directly from the visualization module on Eonline and view the latest tweet about each celebrity by clicking on their picture. Heat Gauge is integrated online, on-air and on mobile. On Eonline users can view the latest from the home page or click in to the Heat Gauge landing page in the Live From the Red Carpet section to see what celebrities were trending on Twitter. Heat Gauge also lives online during the event, capturing all of the social buzz surrounding the event. Heat Gauge reveals who/what is trending on Twitter in real time. The module is promoted on E! News prior to each major event, calling users to use the #eredcarpet hashtag in order to make sure their tweets are featured in the visualization. The feature is also mentioned on air during the Countdown to the Red Carpet and Live From the Red Carpet shows for each major red carpet event. Heat Gauge extends the popular Live From the Red Carpet brand to a new platform, social, and drives interactivity with fans throughout red carpet season. The feature keeps users updated on the conversation surrounding each event, and allows E! audiences to share who they think is hot on the red carpet. Heat Gauge brings one of entertainment’s most iconic brands to consumers everywhere, beyond their living rooms. Heat Gauge adds to the unique, immersive social experience for E!’s audience, taking them behind the velvet rope at Hollywood’s biggest events and beyond. E! continues to be a top ranked multiplatform powerhouse. E! has the largest social footprint of any entertainment news brand and top entertainment news shows with almost 31 million likes/followers (excluding E! talent). @eonline is in the Top 20 most followed brands on Twitter with approximately 6M followers, and E! has over 12M followers on Twitter across accounts. @eonline is the #1 most influential brand on Twitter with a #1 Klout score against cable entertainment sites and dedicated entertainment news sites, and tying for #1 overall network with @espn and @cnn. 2013 delivered a record breaking core awards season for E! Digital – based on 4 core days around the Golden Globes, SAG Awards, Grammys Awards and the Oscars. Live from the Red Carpet specifically drew 70 million page views in its dedicated section on Eonline and on the mobile application. E!’s digital coverage of the 2013 Oscar was the best awards show performance ever, with strong double digit growth from the prior year across most key metrics (25.5MM total digital page views, up +49% YOY with record highs from both Eonline, Eonline mobile web and app). With the incorporation of Twitter via the Heat Gauge and live tweeting, “Live from the Red Carpet: The 2013 Academy Awards” averaged nearly 3.7 million Total Viewers and 1.9 million Adults 18-49, making it the most-watched Academy Awards LRC in the network’s history. It was also E!’s most watched LRC: Academy Awards among A18-49 in 11 years. E!’s Live from the Red Carpet Digital Properties were recently recognized as a Cynopsis Digital Model D Award winner in the Social TV Service category. On Twitter the E! brand is the premiere destination for up-to-the-minute entertainment stories and celebrity inside information presented in a fun, irreverent tone. Users appreciate that the content is constantly refreshed and it’s an easy, enjoyable way to keep up with what’s going on in the entertainment world. E!’s Twitter feeds present content in a way that starts conversations with our audience – focusing on relationships, not followers. Through Twitter, E! actively interacts with users. In the entertainment news space, we have the most entertaining and engaging relationship with our audience. From including users in the conversation to experiencing pop culture moments together through livetweets and hashtag call-and-responses, we simply have the most fun…and so do our followers. https://twitter.com/eonline https://twitter.com/enews https://twitter.com/enewsnow http://www.eonline.com/news/297136/and-the-most-tweeted-about-celebs-at-the-oscars-are http://www.eonline.com/videos/179477/2012-academy-awards-twitter-action http://storify.com/nicolemojan/royalcongrats http://storify.com/nicolemojan/e-s-top-retweeted-tweets-of-2013 http://storify.com/nicolemojan/twitter-reax-to-e-livetweeting-the-trainwreck-that

Charmin #TweetFromTheSeat

Produced by: MSLGroup

40% of young adults admit to using social media in the bathroom* (and those are just the people who admit to it). At our core, Charmin is all about giving people a better bathroom experience and it is important to us that this translates to how we engage with consumers on Twitter. And of course, we love potty humor. * http://news.yahoo.com/40-young-adults-admitted-using-twitter-toilet-rest-141931025.htmlFor Charmin, Twitter is a powerful engagement vehicle - a vehicle through which we build relationships with consumers through fun, entertaining, and valuable content all that ties back to bathrooms. We call it "winning hearts." • From partnering with Vine's biggest stars (https://twitter.com/Charmin/status/422933828861054977) • To engaging with real-time topics (https://twitter.com/Charmin/statuses/420415996340764672) • To creating our own conversations on major holidays #CharminLoveNotes (https://twitter.com/Charmin/status/434360507550556160) • To giving insight into our advertising strategy (https://twitter.com/Charmin/status/431623408346861569) We are always looking for ways to create and join conversations. But where we have really found magic is through #TweetFromTheSeat. A simple search on Twitter will show that it is immediately associated with Charmin - an accomplishment that we are proud of. Take a look for yourself: • https://twitter.com/Charmin/statuses/430160153866797057 • https://twitter.com/Charmin/statuses/308239689159172098 • https://twitter.com/Charmin/statuses/397371154354429952 • https://twitter.com/Charmin/status/416343258940571648 Last week, Time Magazine (http://newsfeed.time.com/2014/02/12/study-young-people-love-to-tweet-from-the-toilet) called us the “Sassiest Brand on Twitter”. In the past year, we've received accolades from the likes of the NY Times, Business Insider, Mashable, Media Bistro, Buzzfeed, and Ad Age. But at the end of the day, if we have won the hearts of Charmin's consumers then we have done our job. We will let them do the talking: • https://twitter.com/StephHerold/status/434372398272352256 • https://twitter.com/JaxsonOak/statuses/392092186331721728 • https://twitter.com/ChristinMielke/statuses/403549356822777857 • https://twitter.com/selenalarson/statuses/426526936198701056 • https://twitter.com/sighjamie/statuses/357606634559766530

@Skittles

Produced by: StellarEngine

Hi Shorty Awards! I’m The Rainbow. I’m the smooth voice behind the @Skittles Twitter account, and I’m known around these parts as The Official Tweeter of Awesomeness. I know what you’re thinking: what would The Rainbow have to stay on Twitter? Basically, I tweet about the same stuff as everybody else: 1) manatees, 2) Skittles, 3) lasers, and 4) eating Skittles candies. Sometimes I take on more serious issues, like when I raised awareness about typing too hard on sensitive keyboards . But it’s how I tweet that sets me apart: - I give you the facts. It’s important to know that if chinchillas ever lost their cool, they’d have to change their name. And that dragons can smell Skittles on you from, like, a mile away. Knowledge is power, and you need to know that every time you eat Skittles, a meadow fills up with breakdancing bears. - I’m a Rainbow of the People. I’m a big fan of my fans, and I show it by talking to them every chance I get. Almost every day, I pick out an awesome follower who’s tweeted at me and tell them they’re so cool they make icebergs put on coats. Sometimes I even surprise my followers by giving them a giant bag of Skittles candies. - The Rainbow is ON it. A celebrity wearing a #SkittlesGrin? I’m on it. A hip trending topic? Got it covered. And I’m not afraid to take a stand. For example, one day, #ThingsICantLiveWithout was trending. You know what The Rainbow had to say about it? SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES . - Results: I’ve got ‘em. I think results are the awesomest, which is why I collect so many of them. Here are the highlights: Skittles dominates the share of reach for candy brands on Twitter. Boom! I gained more than 76,000 followers in 2013, a 143% growth rate. Double-boom! My tweets scored kudos in publications all over the internet, from Mashable to AllTwitter and also became the number one topic of conversation on Reddit. ALL THE BOOMS! In conclusion, winning a Shorty Award for @Skittles would be like getting a jetpack powered by high-fives. Sincerely, The Rainbow

ZzzQuil Twitter

Produced by: Publicis Kaplan Thaler

Before the launch of ZzzQuil, we asked ourselves, “Should a sleep-aid brand even be on Twitter?” After some careful social listening, we discovered that Twitter was already lighting up with tweets about ZzzQuil and sleeplessness—specifically late at night. So we decided to enter the fray, and gave our community manager the night shift, allowing us to engage with fans and followers when they were most active online. We positioned ourselves as the funny, enthusiastic expert on sleep. And in addition to creating planned daily content, we set up a team that could create and approve content in real time, making @ZzzQuil a relevant, timely, and engaging brand on Twitter, and creating passionate followers in the process.As a new product to the marketplace, we wanted to make sure ZzzQuil had a social presence that consumers would be excited to interact with. Before launching our Twitter page, we did some social listening and found that we had been mentioned 23,000 times on Facebook and Twitter. Consumers who hadn't tried our product were curious about it, and those who tried it were speaking positively about it and recommending it to others. Since the launch of our Twitter page, that number has grown to more than 132,000 mentions a month. From our social listening, we saw that conversations were happening at night when people can't sleep, between the hours of 10pm and 3am. We saw this as a unique opportunity for our brand to talk to consumers when they were thinking about sleep the most—late at night. We made it happen so we could be present with our consumers, and we were even highlighted in Twitter's best practices deck for posting at night. To make the content dynamic and engaging, we divided our content into 12 buckets, ranging from humor to sleep facts to topical Tweets and more, giving us the ability to post frequently, without our look and feel becoming monotonous. Most importantly, we brought warmth and humor to a category that has been dominated by medicinal talk. Since our launch, we’ve garnered more than 16,100,000 impressions, made a few celebrity Twitter friends along the way, and reminded people about the importance of a great night’s sleep.

WWE on Twitter

Produced by: WWE

The NHL, Major League Baseball, Disney, FIFA and NASCAR: What do each of these brands have in common? None of them has more followers or social engagement on Twitter than WWE. In 2013, WWE provided up to the minute content for more than four million Twitter followers on its flagship Twitter feed, @WWE. In addition, WWE's social media team acts as support for more than 190 Twitter accounts personally managed by WWE and WWE NXT Superstars and Divas, announcers and personalities, with a combined following of more than 79 million followers. WWE Superstar Twitter accounts give fans a direct line to reach out and connect with their role models and heroes as they travel the globe and compete in the ring. Combined with WWE's own corporate-run accounts, this Twitter footprint gives WWE’s worldwide fan base, known as the WWE Universe, an outlet for breaking news, content and services they can’t get anywhere else. Based in Stamford, Conn., WWE Social Team members travel to arenas around the globe with the WWE Live Events Tour to create engaging content for the company's Twitter channels, interacting with fans in real-time from the events and consulting with our Superstars and Divas on how to best integrate social engagement into their personal and professional lives. WWE's Twitter presence was recognized in 2013 as one of the Top 25 Most Engaging Brands on Twitter by Nestivity. Also, WWE is regularly recognized as one of the Top 10 Social Media Brands in the world by the Dachis Group's Social Business Index, and is one of only eight brands in the world to have a perfect 99 Klout rating, as a measure of social influence. STRUCTURE The WWE Social Media Team encompasses a VP of Social Media, Director of Social Media and three traveling Social Media Managers, covering more than 300 local live events and television productions a year around the globe. Additionally, two Social Media Editors based at our headquarters in Stamford, Conn., acts as liaisons between our WWE.com content team, marketing, public relations and sales. The editors take the social content created on the road and transform it to updates for any number of WWE-run Twitter channels -- both brands' and Superstars' alike. Our traveling Social Media Managers are responsible for collaborating with WWE's Television Creative Writing staff to integrate social components into our television programs reaching more than 14 million weekly television viewers. This includes WWE Monday Night Raw, the longest-running weekly episodic television program of more than 20 years. WWE's Twitter presence is the backbone of social engagement for our on-air programming, allowing our fans to engage with Superstars during live programming, and allowing our Superstars to create second and third levels of storyline past their on-screen performance. With more than 400,000 engagements each week around WWE on Twitter, WWE Raw has been in the Top 5 most socially active TV series for the past two years (SocialGuide). WWE TWITTER STATISTICS (as of Feb. 1, 2014): * WWE’s Twitter network of 192 accounts has a total combined following of 79,807,696 followers. The network following has grown 95% in 2013. * WWE’s main account on Twitter (@WWE) has 4.02 million followers. It added 1.93 million followers in the past 12 months, for yearly growth of 92%. * 18 WWE Superstars have Twitter followings of more than 1,000,000 followers. * 41 WWE Superstars have more than 500,000 followers. * 87 WWE Superstars have more than 100,000 followers. * WWE is in the Top 40 most followed brands on Twitter. * WWE is the No. 4 most followed sports brand on Twitter. * WWE Raw is one of TV's Top 5 most social primetime TV series for the second year in a row (2012 and 2013, as ranked by SocialGuide). * WWE has the most socially active TV show for three different cable networks: USA Network (WWE Monday Night Raw), Syfy (WWE SmackDown) and ION Television (WWE Main Event * WWE was recognized as one of the Top 25 Most Engaging Brands on Twitter by Nestivity. (March 2013) * WWE is one of the most influential brands on Twitter, based on Klout score (99.0, one of only 8 brands worldwide to have a perfect 99 Klout rating). * WWE is ranked among the Top 10 Most Social Brands in the World, in the weekly Dachis Group Social Business Index rankings. (SOURCES: FanPageList.com, Klout.com, SocialBusinessIndex.com)

@GameOfThrones

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel word of mouth, the @GameofThrones Twitter profile established an engagement strategy that amplified the conversation 365 days a year. From the dark words of the ravens in Westeros to deploying tweets to the Twitter realm, @GameofThrones kept followers informed with the latest news and engaged them in a daily dialogue. @GameofThrones constantly delivered content that was relatable to both die-hard fans and the mainstream, quickly adapting to what followers wanted to see. When the Season 3 trailer premiered, @GameofThrones instantly delivered it to fans, prompting them to share it within seconds. Followers are rewarded for participating in meme activations and often prompt worldwide trends like #IfiHadaDragon. Live coverage of Comic-con and offline events connected followers to beloved cast members. On Season 3 premiere day, GoT terms trended nine times and a sweepstakes drove over 250k tweets. The profile courted influential fans including Seth Rogen and Mindy Kaling and sent them boxes inscribed with their “house names” and tweeted them custom Join the Realm sigils. Recipients shared their delight, generating 34MM earned impressions. @GameofThrones consoled fans after the “Red Wedding,” retweeting reactions and sharing “The North Remembers” content. Additionally, social buzz more than doubled in Season 3, confirming the show’s status as HBO’s most social original series. As winter approached in December, HBO partnered with agency 360i and gave fans a way to warm up and share a laugh with the official 2-day social media roast of King Joffrey. Custom invitations tailored to “citizens of the Twitter realm,” “Payback’s a wench” content and humorous Joffrey animated GIFs were released with a call to action for fans to tweet their jokes about the “royal bastard” King Joffrey Baratheon using hashtag #RoastJoffrey. HBO international partners joined in the fun and translated campaign assets in local languages, inviting their followings to roast the King. Celebrity fans including Joe Rogan, Adrianne Curry, Kevin McHale, Seth Green, amongst others, tweeted their roasts throughout the activation. Brands and TV Shows including Oreo, Funny or Die, Charmin, Hannibal and Burger King joined in. Within the first hour of launching, #RoastJoffrey immediately trended nationally and generated over 60k hashtag mentions. In the end, the worldwide social media roast of the most-hated TV character on the Internet generated over 796MM Impressions and 1MM Total Interactions across participating social platforms. @GameofThrones grew to over 1MM followers and became one of the most powerful television show Twitter profiles. Real-time updates and interactions from @GameofThrones spiked word of mouth awareness, helping the premiere to set a record for highest viewership ever seen by the series and generating more social volume than any premium cable show. @GameofThrones’ year-round engagement helped form a personal bond with followers across the globe and gave them new ways to connect with the world of the show, cementing Game of Thrones’ position as a cultural phenomenon.

@SportsCenter

Produced by: ESPN

SportsCenter - ESPN's flagship program - provides TV's most thorough presentation of sports news, highlights and analysis. The show’s Twitter account strives to deliver on the promise of ESPN’s mission statement, “to serve sports fans anytime, anywhere,” while extending SportsCenter into the social space and making ESPN’s TV presentation better through social media. @SportsCenter aims to share content that our fans care about and enhance the show with material that is born in social. If our content is more engaging, the fan’s experience is enhanced on a second screen. Additionally, 6.6 million fans provide a platform that advertisers are eager to reach fans on.@SportsCenter is the definitive source for breaking sports news on Twitter and an aggregator of ESPN’s most shareable content. SportsCenter aims to serve fans through concise news summaries, high-end Photoshop art, curated “cool/buzz” content, highly-produced videos and creative storytelling. Social producers also scour the web and keep ESPN’s newsgathering up to speed with social media storylines. SportsCenter’s Twitter account has also generated multiple succesful sales campaigns, including the hallmark #SCtop10. Several times per week, producers encourage fans to use hashtag to help find the best plays of the night, including user-generated video and sports that may have less awareness. The hashtag has earned critical acclaim for its success, which was also highlighted by Twitter as an innovative use of the platform. Social takeovers have also been a successful focus of the show’s Twitter account. In June, Golden State Warriors star Stephen Curry took over @SportsCenter and its associated Vine account, providing live commentary and reaction for Game 3 of the NBA Finals. The stunt proved a successful launching point for SC’s Vine presence, as it now stands as a leader among all sports news brand accounts. Additionally, SportsCenter was a top-25 most social TV show for 2013, according to Nielsen’s SocialGuide Intelligence rankings. @Sportscenter was mentioned 1.3 million times in December, leading all TV program accounts for the month (2X more than No. 2 @NBCTheVoice and No. 3 @TheXFactorUSA combined).

Current Entries

@girlsHBO

Produced by: HBO

The official Girls Twitter profile has grown over 34% in followers since the end of the last season, proving that @girlsHBO never stops engaging fans at all hours, daily. Millennial fans of the series are socially savvy and interact with our Twitter while watching the series Sunday nights, catching up during the week, or having “Girls moments” in real life, day to day. Proving that fans turn to the profile as a reliable source of fandom, 30% of all series-related Twitter conversation tags the handle. @girlsHBO shares all new content and series news, interacts with talent and fans, and serves as the ultimate fellow superfan to discuss episodes and series themes. The Girls Twitter profile tweets with fans during episodes, sharing the best quotes and relatable moments, and hosts swag giveaways during the week to, for example, give fans a chance to win and wear their own iconic Hannah yellow mesh tanks. The profile has become the number one source for all breaking news, and fans know to rely on @girlsHBO as a fellow fan of the series. The @girlsHBO profile is the ultimate social reflection of the series. Fueling the fandom, @girlsHBO acknowledges the audience and replies or favorites praise for the show, much to the delight of Twitter users. The profile shares timely content from other social profiles from the series, and drives to digital spaces for all things Girls-related, embracing the zeitgeist-capturing nature of the show. @girlsHBO worked with Costume Designer Jenn Rogien (@jennrogien) to launch the #girlsFYI conversation series of Twitter chats during Sunday night premieres, offering behind the scenes factoids from the Girls cast and crew. We aggregated the Costume Designer’s commentary, added images for context, and shared the Storify to Tweeps who were able to continue the behind the scenes questions with #girlsFYI. We used Twitter data to select recipients for Girls Influencer gifts, surprising select celebrity influencers and everyday fans with gifts for a truly obsessed fan of the episodes. With integration of #GIRLS, activation-specific hashtags, and the Twitter handle into on-air spots and events, we extend the social presence of Girls beyond the Twitter feed. We successfully convert on-air Girls viewers to social engagers and evangelists with integrated promotion online and offline.

Charmin #TweetFromTheSeat

Produced by: MSLGroup

40% of young adults admit to using social media in the bathroom* (and those are just the people who admit to it). At our core, Charmin is all about giving people a better bathroom experience and it is important to us that this translates to how we engage with consumers on Twitter. And of course, we love potty humor. * http://news.yahoo.com/40-young-adults-admitted-using-twitter-toilet-rest-141931025.htmlFor Charmin, Twitter is a powerful engagement vehicle - a vehicle through which we build relationships with consumers through fun, entertaining, and valuable content all that ties back to bathrooms. We call it "winning hearts." • From partnering with Vine's biggest stars (https://twitter.com/Charmin/status/422933828861054977) • To engaging with real-time topics (https://twitter.com/Charmin/statuses/420415996340764672) • To creating our own conversations on major holidays #CharminLoveNotes (https://twitter.com/Charmin/status/434360507550556160) • To giving insight into our advertising strategy (https://twitter.com/Charmin/status/431623408346861569) We are always looking for ways to create and join conversations. But where we have really found magic is through #TweetFromTheSeat. A simple search on Twitter will show that it is immediately associated with Charmin - an accomplishment that we are proud of. Take a look for yourself: • https://twitter.com/Charmin/statuses/430160153866797057 • https://twitter.com/Charmin/statuses/308239689159172098 • https://twitter.com/Charmin/statuses/397371154354429952 • https://twitter.com/Charmin/status/416343258940571648 Last week, Time Magazine (http://newsfeed.time.com/2014/02/12/study-young-people-love-to-tweet-from-the-toilet) called us the “Sassiest Brand on Twitter”. In the past year, we've received accolades from the likes of the NY Times, Business Insider, Mashable, Media Bistro, Buzzfeed, and Ad Age. But at the end of the day, if we have won the hearts of Charmin's consumers then we have done our job. We will let them do the talking: • https://twitter.com/StephHerold/status/434372398272352256 • https://twitter.com/JaxsonOak/statuses/392092186331721728 • https://twitter.com/ChristinMielke/statuses/403549356822777857 • https://twitter.com/selenalarson/statuses/426526936198701056 • https://twitter.com/sighjamie/statuses/357606634559766530

@SportsCenter

Produced by: ESPN

SportsCenter - ESPN's flagship program - provides TV's most thorough presentation of sports news, highlights and analysis. The show’s Twitter account strives to deliver on the promise of ESPN’s mission statement, “to serve sports fans anytime, anywhere,” while extending SportsCenter into the social space and making ESPN’s TV presentation better through social media. @SportsCenter aims to share content that our fans care about and enhance the show with material that is born in social. If our content is more engaging, the fan’s experience is enhanced on a second screen. Additionally, 6.6 million fans provide a platform that advertisers are eager to reach fans on.@SportsCenter is the definitive source for breaking sports news on Twitter and an aggregator of ESPN’s most shareable content. SportsCenter aims to serve fans through concise news summaries, high-end Photoshop art, curated “cool/buzz” content, highly-produced videos and creative storytelling. Social producers also scour the web and keep ESPN’s newsgathering up to speed with social media storylines. SportsCenter’s Twitter account has also generated multiple succesful sales campaigns, including the hallmark #SCtop10. Several times per week, producers encourage fans to use hashtag to help find the best plays of the night, including user-generated video and sports that may have less awareness. The hashtag has earned critical acclaim for its success, which was also highlighted by Twitter as an innovative use of the platform. Social takeovers have also been a successful focus of the show’s Twitter account. In June, Golden State Warriors star Stephen Curry took over @SportsCenter and its associated Vine account, providing live commentary and reaction for Game 3 of the NBA Finals. The stunt proved a successful launching point for SC’s Vine presence, as it now stands as a leader among all sports news brand accounts. Additionally, SportsCenter was a top-25 most social TV show for 2013, according to Nielsen’s SocialGuide Intelligence rankings. @Sportscenter was mentioned 1.3 million times in December, leading all TV program accounts for the month (2X more than No. 2 @NBCTheVoice and No. 3 @TheXFactorUSA combined).

TED

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, and Design. Over the years, TED has grown in scope and reach, transforming into a global enterprise dedicated to transferring ideas across borders and mediums. TED believes passionately in the power of ideas to change attitudes, lives, and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other.With these Talks reflecting current events and trends, TED boasts a massive global reach – over 1.7 million YouTube Channel subscribers, over 2.1 million Twitter followers, and over 3.5 million Facebook fans – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. TED Talks have been watched more than one billion times worldwide. And TED's Open Translation Project, which allows volunteers worldwide to translate TED Talks into their own languages, has been buoyed up by 10,000+ translators who have produced 48,000+ translations in 100+ languages. TED’s official Facebook page, a social extension of TED.com, boasts over 3.5 million likes. The page grants instant access to riveting talks by remarkable people. It introduces fans to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus, and music legends – through short videos that address global issues, present creative solutions, and encourage viewers to experience the world in a new light. Frequently updated custom navigation tabs invite visitors to view, share, and discuss TED Talks and blog posts; stay abreast of TED happenings and events; track TED-related activity within visitors’ own network; and discover TED exclusives such as behind-the-scenes photos. With an average of 19.5 posts per month since the beginning of 2013, fan engagement on TED’s official Facebook page averages 770.2 “likes” as well as a significant average of 328.3 shares with TED’s fan’s social networks. TED’s official twitter page, @TEDTalks is a social extension of TED.com that boasts over 2.1 million followers. Frequent tweets with the ever–popular #TED hashtag grants instant access to riveting talks by remarkable people. In 140 characters or less, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus, and music legends – and invited to view short videos that address global issues, present creative solutions, and encourage viewers to experience the world in a new light. These highly shareable, fully packaged tweets are designed to promote conversation and encourage the exchange of ideas. With a tweeting cycle of about 20 tweets per month since the beginning of 2013, tweet engagement on TED’s official Twitter page comprises of an average of 136 retweets for every tweet as well as an average of 99 people who favorite each tweet. TED’s official YouTube Channel, boasting over 2.2 million subscribers and over 230,000,000 views, grants viewers instant access to riveting talks by remarkable people. With approximately 1 hour of TED footage being uploaded to YouTube every second, TED’s YouTube Channel strives to cut through the clutter and encourages viewers to experience thoughtful and provoking videos in less than 18 minutes. Over 2,400 videos are on TED’s YouTube Channel with topics spanning from Salman Kahn’s talk on the use of video to reinvent education to Malcolm Gladwell’s tale of the Norden bombsight to Dambisa Moyo’s analysis of China’s emerging economy model to Dong Woo Jang’s intriguing look at the art of bow-making to Parul Sehgal’s ode to envy.

@GameOfThrones

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel word of mouth, the @GameofThrones Twitter profile established an engagement strategy that amplified the conversation 365 days a year. From the dark words of the ravens in Westeros to deploying tweets to the Twitter realm, @GameofThrones kept followers informed with the latest news and engaged them in a daily dialogue. @GameofThrones constantly delivered content that was relatable to both die-hard fans and the mainstream, quickly adapting to what followers wanted to see. When the Season 3 trailer premiered, @GameofThrones instantly delivered it to fans, prompting them to share it within seconds. Followers are rewarded for participating in meme activations and often prompt worldwide trends like #IfiHadaDragon. Live coverage of Comic-con and offline events connected followers to beloved cast members. On Season 3 premiere day, GoT terms trended nine times and a sweepstakes drove over 250k tweets. The profile courted influential fans including Seth Rogen and Mindy Kaling and sent them boxes inscribed with their “house names” and tweeted them custom Join the Realm sigils. Recipients shared their delight, generating 34MM earned impressions. @GameofThrones consoled fans after the “Red Wedding,” retweeting reactions and sharing “The North Remembers” content. Additionally, social buzz more than doubled in Season 3, confirming the show’s status as HBO’s most social original series. As winter approached in December, HBO partnered with agency 360i and gave fans a way to warm up and share a laugh with the official 2-day social media roast of King Joffrey. Custom invitations tailored to “citizens of the Twitter realm,” “Payback’s a wench” content and humorous Joffrey animated GIFs were released with a call to action for fans to tweet their jokes about the “royal bastard” King Joffrey Baratheon using hashtag #RoastJoffrey. HBO international partners joined in the fun and translated campaign assets in local languages, inviting their followings to roast the King. Celebrity fans including Joe Rogan, Adrianne Curry, Kevin McHale, Seth Green, amongst others, tweeted their roasts throughout the activation. Brands and TV Shows including Oreo, Funny or Die, Charmin, Hannibal and Burger King joined in. Within the first hour of launching, #RoastJoffrey immediately trended nationally and generated over 60k hashtag mentions. In the end, the worldwide social media roast of the most-hated TV character on the Internet generated over 796MM Impressions and 1MM Total Interactions across participating social platforms. @GameofThrones grew to over 1MM followers and became one of the most powerful television show Twitter profiles. Real-time updates and interactions from @GameofThrones spiked word of mouth awareness, helping the premiere to set a record for highest viewership ever seen by the series and generating more social volume than any premium cable show. @GameofThrones’ year-round engagement helped form a personal bond with followers across the globe and gave them new ways to connect with the world of the show, cementing Game of Thrones’ position as a cultural phenomenon.

WWE on Twitter

Produced by: WWE

The NHL, Major League Baseball, Disney, FIFA and NASCAR: What do each of these brands have in common? None of them has more followers or social engagement on Twitter than WWE. In 2013, WWE provided up to the minute content for more than four million Twitter followers on its flagship Twitter feed, @WWE. In addition, WWE's social media team acts as support for more than 190 Twitter accounts personally managed by WWE and WWE NXT Superstars and Divas, announcers and personalities, with a combined following of more than 79 million followers. WWE Superstar Twitter accounts give fans a direct line to reach out and connect with their role models and heroes as they travel the globe and compete in the ring. Combined with WWE's own corporate-run accounts, this Twitter footprint gives WWE’s worldwide fan base, known as the WWE Universe, an outlet for breaking news, content and services they can’t get anywhere else. Based in Stamford, Conn., WWE Social Team members travel to arenas around the globe with the WWE Live Events Tour to create engaging content for the company's Twitter channels, interacting with fans in real-time from the events and consulting with our Superstars and Divas on how to best integrate social engagement into their personal and professional lives. WWE's Twitter presence was recognized in 2013 as one of the Top 25 Most Engaging Brands on Twitter by Nestivity. Also, WWE is regularly recognized as one of the Top 10 Social Media Brands in the world by the Dachis Group's Social Business Index, and is one of only eight brands in the world to have a perfect 99 Klout rating, as a measure of social influence. STRUCTURE The WWE Social Media Team encompasses a VP of Social Media, Director of Social Media and three traveling Social Media Managers, covering more than 300 local live events and television productions a year around the globe. Additionally, two Social Media Editors based at our headquarters in Stamford, Conn., acts as liaisons between our WWE.com content team, marketing, public relations and sales. The editors take the social content created on the road and transform it to updates for any number of WWE-run Twitter channels -- both brands' and Superstars' alike. Our traveling Social Media Managers are responsible for collaborating with WWE's Television Creative Writing staff to integrate social components into our television programs reaching more than 14 million weekly television viewers. This includes WWE Monday Night Raw, the longest-running weekly episodic television program of more than 20 years. WWE's Twitter presence is the backbone of social engagement for our on-air programming, allowing our fans to engage with Superstars during live programming, and allowing our Superstars to create second and third levels of storyline past their on-screen performance. With more than 400,000 engagements each week around WWE on Twitter, WWE Raw has been in the Top 5 most socially active TV series for the past two years (SocialGuide). WWE TWITTER STATISTICS (as of Feb. 1, 2014): * WWE’s Twitter network of 192 accounts has a total combined following of 79,807,696 followers. The network following has grown 95% in 2013. * WWE’s main account on Twitter (@WWE) has 4.02 million followers. It added 1.93 million followers in the past 12 months, for yearly growth of 92%. * 18 WWE Superstars have Twitter followings of more than 1,000,000 followers. * 41 WWE Superstars have more than 500,000 followers. * 87 WWE Superstars have more than 100,000 followers. * WWE is in the Top 40 most followed brands on Twitter. * WWE is the No. 4 most followed sports brand on Twitter. * WWE Raw is one of TV's Top 5 most social primetime TV series for the second year in a row (2012 and 2013, as ranked by SocialGuide). * WWE has the most socially active TV show for three different cable networks: USA Network (WWE Monday Night Raw), Syfy (WWE SmackDown) and ION Television (WWE Main Event * WWE was recognized as one of the Top 25 Most Engaging Brands on Twitter by Nestivity. (March 2013) * WWE is one of the most influential brands on Twitter, based on Klout score (99.0, one of only 8 brands worldwide to have a perfect 99 Klout rating). * WWE is ranked among the Top 10 Most Social Brands in the World, in the weekly Dachis Group Social Business Index rankings. (SOURCES: FanPageList.com, Klout.com, SocialBusinessIndex.com)

E!

Produced by: E!

E! exemplifies a new commitment to pop culture news through its twitter pages, E! Online, E! News, and E! News Now. E! fans want their entertainment and celebrity news 24/7 – whenever and wherever…. as soon as it happens. They are pop culture addicts. With E!’s Twitter accounts, users can get the latest and greatest content about their favorite celebrities or pop-culture topics, including television, movies, and fashion. Utilizing Twitter, E! Online has broken hundreds of exclusives this year and is widely credited across the news marketplace for their exclusive details and quick reporting. The feeds are updated around the clock, allowing for the extensive coverage. The network’s E! News twitter feed offer up-to-the minute breaking news articles, exclusive photos, quick streaming videos that extend coverage beyond what is seen on E!’s linear broadcasts, and allow fans to engage on a deeper level. The E! News Now Twitter feed features a series of short news clips hosted by E! News correspondents in the E! newsroom. The content is released throughout the day and allows the viewers to access breaking news stories even when E! News is not on the air. With the constant influx of new and current content, along with the pages’ sleek presentation, the E! brand on Twitter continues to represent the best, most trusted source for entertainment news and information around the globe. E!’s Twitter presence also includes the feed for E!’s popular daily web show, Live From E!. Airing every weekday morning, the show is a roundtable discussion of the latest celebrity news and gossip, and offers a fun and informed take on what’s trending. Live From E! features analysis of the news and includes the latest video clips and photos along with showcasing celebrity guests. Live From E! contains social elements including a Fan Chat Module that allows viewers to tweet during the show by using #livefromE! This platform allows for viewers to voice their opinions and interact with the hosts in real-time. E!’s Live From the Red Carpet digital properties are the ultimate destination for complete red carpet coverage that enable fans to enjoy an immersive red carpet experience. Enhancements were made to E!’s signature Live from the Red Carpet coverage leveraging Twitter to more deeply engage with fans. Simultaneously, the Live From The Red Carpet section on Eonline covers major events from the Oscars to the Emmy’s and is designed to give fans an insider’s view of arrivals, exclusive interviews, fabulous fashion and more. One of the key interactive features of the Live From the Red Carpet section on Eonline is an exclusive second screen live stream that airs in tandem with Live From the Red Carpet on air. The unique web show features exclusive feeds from E!’s cameras along the red carpet, hosted live segments, real time Twitter trends and Facebook sentiment polling results. Through live tweeting during awards shows and E!’s newly designed, Heat Gauge, E! continues to have tremendous digital/social reach with its passionate, engaged fans. E! is the top destination for all things pop culture, and E! is dedicated to making their content available on all digital platforms anytime and anywhere. E!’s presence on Twitter makes it easier than ever for pop culture fans to access the entertainment headlines, photos and videos they can’t live without. The brand taps into what’s hot on Twitter and brings the fans into the conversation. E! brings a pop of culture to Twitter with #eonlinechat, the first ever weekly pop culture tweetchat. #eonlinechat allows other pop culture obsessed users the ability to interact with 6 million of your closest friends. @eonline and @enews are the official co-hosts for the weekly hour-long conversation about what's hot. From award shows to style trends, OMG TV moments to throwback trivia, E! is chatting about it on Twitter…and encouraging users to join in! Plus, a famous guest occasionally pops in on the conversation. Each Wednesday, E! announces the topic for users to submit questions and ideas for discussion during the #eonlinechat, and at 4 p.m. EST E! kicks off for an hour of pop culture conversation. To join, users simply need a Twitter account and to follow the #eonlinechat tag. We tweet out questions and users tweet back their answers. Another exciting part of #eonlinechat is that the spotlight is on the user – it is their time to shine! We retweet the best answers, ask followers’ their thoughts, and dish on the latest in Hollywood! Plus, one lucky #eonlinechat participant wins a prize given out each week. E!’s Live from the Red Carpet has become the world’s go-to source for all the glamour and excitement of the red carpet. With Heat Gauge, the network’s popular social media tool that allows people to see who is trending in the world of Twitter, both on air and on the companion livestream, Eonline covers all things red carpet. The Heat Gauge is an online module that tracks which celebrities are trending on the red carpet. The more tweets a celebrity receives, the bigger their picture appears on the heat tracker. Users can tweet directly from the visualization module on Eonline and view the latest tweet about each celebrity by clicking on their picture. Heat Gauge is integrated online, on-air and on mobile. On Eonline users can view the latest from the home page or click in to the Heat Gauge landing page in the Live From the Red Carpet section to see what celebrities were trending on Twitter. Heat Gauge also lives online during the event, capturing all of the social buzz surrounding the event. Heat Gauge reveals who/what is trending on Twitter in real time. The module is promoted on E! News prior to each major event, calling users to use the #eredcarpet hashtag in order to make sure their tweets are featured in the visualization. The feature is also mentioned on air during the Countdown to the Red Carpet and Live From the Red Carpet shows for each major red carpet event. Heat Gauge extends the popular Live From the Red Carpet brand to a new platform, social, and drives interactivity with fans throughout red carpet season. The feature keeps users updated on the conversation surrounding each event, and allows E! audiences to share who they think is hot on the red carpet. Heat Gauge brings one of entertainment’s most iconic brands to consumers everywhere, beyond their living rooms. Heat Gauge adds to the unique, immersive social experience for E!’s audience, taking them behind the velvet rope at Hollywood’s biggest events and beyond. E! continues to be a top ranked multiplatform powerhouse. E! has the largest social footprint of any entertainment news brand and top entertainment news shows with almost 31 million likes/followers (excluding E! talent). @eonline is in the Top 20 most followed brands on Twitter with approximately 6M followers, and E! has over 12M followers on Twitter across accounts. @eonline is the #1 most influential brand on Twitter with a #1 Klout score against cable entertainment sites and dedicated entertainment news sites, and tying for #1 overall network with @espn and @cnn. 2013 delivered a record breaking core awards season for E! Digital – based on 4 core days around the Golden Globes, SAG Awards, Grammys Awards and the Oscars. Live from the Red Carpet specifically drew 70 million page views in its dedicated section on Eonline and on the mobile application. E!’s digital coverage of the 2013 Oscar was the best awards show performance ever, with strong double digit growth from the prior year across most key metrics (25.5MM total digital page views, up +49% YOY with record highs from both Eonline, Eonline mobile web and app). With the incorporation of Twitter via the Heat Gauge and live tweeting, “Live from the Red Carpet: The 2013 Academy Awards” averaged nearly 3.7 million Total Viewers and 1.9 million Adults 18-49, making it the most-watched Academy Awards LRC in the network’s history. It was also E!’s most watched LRC: Academy Awards among A18-49 in 11 years. E!’s Live from the Red Carpet Digital Properties were recently recognized as a Cynopsis Digital Model D Award winner in the Social TV Service category. On Twitter the E! brand is the premiere destination for up-to-the-minute entertainment stories and celebrity inside information presented in a fun, irreverent tone. Users appreciate that the content is constantly refreshed and it’s an easy, enjoyable way to keep up with what’s going on in the entertainment world. E!’s Twitter feeds present content in a way that starts conversations with our audience – focusing on relationships, not followers. Through Twitter, E! actively interacts with users. In the entertainment news space, we have the most entertaining and engaging relationship with our audience. From including users in the conversation to experiencing pop culture moments together through livetweets and hashtag call-and-responses, we simply have the most fun…and so do our followers. https://twitter.com/eonline https://twitter.com/enews https://twitter.com/enewsnow http://www.eonline.com/news/297136/and-the-most-tweeted-about-celebs-at-the-oscars-are http://www.eonline.com/videos/179477/2012-academy-awards-twitter-action http://storify.com/nicolemojan/royalcongrats http://storify.com/nicolemojan/e-s-top-retweeted-tweets-of-2013 http://storify.com/nicolemojan/twitter-reax-to-e-livetweeting-the-trainwreck-that

Best Use of a Brand on Twitter - @Bravotv

Produced by: Bravo Media

Always on, always engaging, @Bravotv is the official twitter handle of Bravo Media. Its primary goal is to promote awareness of the myriad shows on our network, as well as tweet directly with fans and Bravolebrities. @Bravotv live-tweets every premiere episode providing colorful commentary, show-relevant questions, and plentiful RTs and favorites for our social peanut gallery. Our Bravo fans are so engaged with us on social, that we created @TheBravoholic. An offshoot of @Bravotv, one lucky fan gets to own the handle each week and engage directly with @Bravotv and the rest of the Bravo family on Twitter. When not tweeting about Bravo’s programming, @Bravotv also engages in pop culture trending topics. Recent events such as the #PolarVortex, Michael Bay’s CES meltdown, and the upcoming #Sochi2014 Olympics gave @Bravotv a chance to connect their show content with events that were currently at the top of the social zeitgeist. Our social motto is simple: Friends, not Fans. We don’t just tweet at our social audience, we wait and see what aspects of our on-air programming they are responding to and engage accordingly. Potential taglines: Because Bravo fans continue the conversation well past Primetime. Because Bravo fans on social are more than just the 18-24 demo. Because Bravo fans need a social outlet to talk about our programming. Because when the TV goes off, @Bravotv is just getting warmed up. Bravotv creates watercooler moments. @Bravotv is the watercooler The case for why this entry should win a Shorty • In 2013, Bravo ranked #6 for reality program activity with 3.2MM conversations • In 2013, @Bravotv gained 180K followers, a 50% increase from 2012 • The @Bravotv twitter followers are our friends, not our fans. They are expected to not only participate, but shape the social conversation. • Our live daily promotion segues into live nightly engagement with fans and fellow Bravolebs. We are always on, and always listening. • Promotion for full episodes, must-see moments, and preview clips of upcoming episodes throughout the day. • Our twitter feed is manually curated and constantly monitored in real-time, with editors always there to respond to the tone of the current social space. • Promotion for additional digital content on Bravo NOW, Facebook, Spotify, Tumblr and Instagram • Reward fans who tweet live about our programming with the chance to see their tweet on-air during our Social Editions, a special episode where social commentary appears on the bottom of the screen • Official show hashtags are promoted on-air, online, and across our social platforms; they are now a part of the everyday vernacular • @Bravotv helped raise consumer awareness for over 515 hours of on-air programming in 2013.

Applebee’s – Creating An Online Neighborhood

Produced by: Applebee's / BTC Revolutions

Applebee’s, a large casual dining chain with more than 1,800 locations, wants to truly connect with consumers. Every day, they execute brand engagement that goes far beyond talking about the menu and promotions. The Applebee’s Reply Squad (a term coined by fans) is fun, authentic and amiable, creating online friendships via genuine conversations. Applebee’s social media initiatives are all community driven and based on a goal to be the biggest fans of their fans, growing the community on Twitter from 16,000 followers to over 250,000 by creating real relationships and focusing more on the fans than on the brand.Twitter fans of Applebee’s call themselves Fanapples, tweeting the Applebee’s Reply Squad to let them know about their trips to Applebee’s as well as their general lives. In fact, the Reply Squad’s internal motto is "no tweet left behind", so almost everyone gets a reply. Fans feel so connected to Applebee's that they frequently send "fan mail" to the Reply Squad at Applebee's corporate headquarters- the mail room knows how to route letters to “Applebee’s Reply Guy” (ARG) and the rest of his reply squad. Just a few of Applebee’s many community initiatives in the recent months: • Fan Jingles – Applebee’s engaged with fans by writing and recording fun jingles for them based on their online conversations. These aren’t just pre-recorded songs that we plug a name into, they actually make each one unique to genuinely show appreciation. This is an ongoing initiative, but to give one example, around the holidays the team created 11 jingles for fans. Those 11 jingles were viewed by almost 4,000 people! • Spirited Chef – Applebee’s asked its fans to help them create the “Best Video Ever” enlisting the talents of Champion Flair Bartender, Christian Delpech. Fans tweeted the brand saying what they would like to see Delpech do. This included requests that involved juggling knives and doing some outrageous stunts. To demonstrate just how dedicated they were to being authentic, the team even live streamed the filming of the video. • Give Squad – Over the holidays, Applebee’s helped people celebrate by sending them gifts – no strings attached, just kindness and giving. #GiveSquad became a trending topic on Twitter thanks to these efforts.

@PlayStation Brings Fans Together for PS4 Launch

Produced by: Voce Communications

When Twitter first burst on to the social media scene, no one could imagine the power of Twitter as a news source, especially for brand engagement. The social media team decided to experiment with the platform early on by linking back to the PlayStation.Blog. The team quickly learned from early experiences and began to be more selective about what was published on @PlayStation, similar to what was implemented on Facebook. This, of course drove steady growth, as they produced more carefully crafted posts. As a result, @PlayStation saw tremendous growth and the team was highly successful in engaging with fans through scheduled and geo-targeted content output and news updates. PlayStation’s Twitter presence has grown steadily since its launch in 2007 and grew 125% within the span of 2013. With approximately 3.5 million followers, the feed became a valuable tool for gamers to learn the latest information as PS4’s launch drew closer. Twitter was used to communicate and spread information to the gaming community, The social media team at PlayStation took an active role in monitoring Twitter during the launch activities of the PS4, and took time to answer fan questions, retweet fan comments that brought value to other gamers, and curated Twitter questions for an official PS4 FAQ as well as crowdsourced game-focused interviews. The PS4 launch hashtags (#PS4, #GreatnessAwaits, #PS4Share, #PS4Live, #4ThePlayers, #PerfectDay) drew a total of 945,000 mentions by fans in November 2013 alone, trending in global and US regions. The PlayStation Twitter handle sent over 150 tweets, all carefully vetted and intended to provide value to gamers, during the PS4 launch in November 2013 and resulted in over 79,000 retweets from fans across the world.Objectives PlayStation’s Social Media team is driven to curate the best and most engaging content across PlayStation and its partner’s channels (Facebook, Twitter, YouTube, etc.). The Twitter page (www.twitter.com/PlayStation), which has more than 3.2 followers, was created primarily to stimulate valuable feedback from fans and to engage the PlayStation nation through highlighting games and content, and to also crowd source community content such as game tips and questions that come from the gaming community. Twitter is a great source for PlayStation to update the gaming community with the most up-to-date news and digital content and the social media team has taken full advantage of utilizing PlayStation’s Twitter handle, @PlayStation. Feedback from fans is vital to PlayStation and Twitter is just one channel the social media team utilizes to listen to gamers and help inform internal decision making processes to bring the best gaming experiences to the gaming community. The social media team values all questions and comments, especially “Retweets,” which showcases the powerful engagement of PlayStation twitter followers. @PlayStation allows PlayStation to focus on gamers and is a great tool to use in ensuring we remain true to gamers. Strategy While the PlayStation.Blog serves as the central hub where news from all social channels point, PlayStation’s Twitter page is a strong tool for communicating and spreading information to the gaming community. The social media team aims to share the very best content through @PlayStation as a main news hub, which is updated throughout each day as news hits. Twitter has exponentially grown in recent years and is now one of the most trafficked and most engaged social media networks, which allows the team to use it as a primary channel for the most up-to-date news. Fans are eager to know what’s happening with PlayStation and want to share news with their friends and followers. Twitter enables us to engage with our fans in this way while also allowing us to link readers back to the PlayStation.Blog, our main news source hub. Tactics The social media team is highly motivated to engage fans with the very best content and follow a basic rule of thumb to focus on quality over quantity. PlayStation is for gamers and in order to bring fans the most immersive and engaging experiences, the social media team knows that, first and foremost, we have to share the latest and greatest news and content from PlayStation with fans. In order to do so, the team takes a mostly organic approach when engaging fans on Twitter and other PlayStation social media channels, including Facebook. The team only selects paid media surrounding major events, of which is very miniscule. The primary focus is to stay true to fans and the best way to do that is to engage creatively and with authenticity. To make @PlayStation a primary engaging social media tool, the social media team took careful analysis of past engagement numbers and decided to disengage topics that did not resonate with the brand or engage with fans. The team wanted to use @PlayStation as a highly engaging tool to share the latest news with PlayStation fans and took measures to make lasting improvements that lead to the popularity of the page to date. Once engagement was strong and healthy on Twitter, the team began Geo-targeting to help build more engagement with fans across the nation. Now @PlayStation has more than 3.2 million followers and continues to grow as the brand continues to evolve with the best place to play. Execution When Twitter first burst on to the social media scene, no one could imagine the power of Twitter as a news source, especially for brand engagement. The social media team decided to experiment with the platform early on by linking back to the PlayStation.Blog. The team quickly learned from early experiences and began to be more selective about what was published on @PlayStation, similar to what was implemented on Facebook. This, of course drove steady growth, as they produced more carefully crafted posts. As a result, @PlayStation saw tremendous growth and the team was highly successful in engaging with fans through scheduled and geo-targeted content output and news updates. PlayStation’s Twitter presence has grown steadily since its launch in 2007 and grew 125% within the span of 2013. With approximately 3.5 million followers, the feed became a valuable tool for gamers to learn the latest information as PS4’s launch drew closer. Twitter was used to communicate and spread information to the gaming community, The social media team at PlayStation took an active role in monitoring Twitter during the launch activities of the PS4, and took time to answer fan questions, retweet fan comments that brought value to other gamers, and curated Twitter questions for an official PS4 FAQ as well as crowdsourced game-focused interviews. The PS4 launch hashtags (#PS4, #GreatnessAwaits, #PS4Share, #PS4Live, #4ThePlayers, #PerfectDay) drew a total of 945,000 mentions by fans in November 2013 alone, trending in global and US regions. The PlayStation Twitter handle sent over 150 tweets, all carefully vetted and intended to provide value to gamers, during the PS4 launch in November 2013 and resulted in over 79,000 retweets from fans across the world.

Coca-Cola: Doc Pemberton

Produced by: Wieden+Kennedy

Doc Pemberton is the 182-year-old digital reincarnation of Coca-Cola's beloved southern gentleman inventor. And much like his invention, Doc P’s charming and witty tweets make him a refreshing follow and have helped propel him to the #1 brand personality on Twitter. -Doc Pemberton's unique humor and quaint charm has made him the #1 followed corporate mascot on Twitter (for two years running). -Doc Pemberton became the #1 brand character on Twitter through sheer personality and writing, beating out more famous personalities who regularly appear in national TV commercials. We won’t name names. -Doc Pemberton’s inventive spirit didn’t stop at the world’s most popular beverage. He’s also been known to invent some trends of his own: #BeardCatting, #PemberPuns, #PemberPonders, #ThingsIHaventProvenButFeelAreTrue. -Doc Pemberton is never without a point of view on the things everyone is talking about, bringing his unique twist to top trending topics like #SixWordFilmPlots, #WhyISmile and #ThatAwkwardMomentWhen – as well as the latest in fashion, entertainment and the news. -Where Doc Pemberton has found the greatest success is in forging relationships with his followers, whether it's returning a follow or penning a personalized sonnet for one of his biggest fans. -He also won’t pass up a chance to help his followers enjoy his beloved invention, through interactive promotions like Tweeter of the Week, #WheresDocP and customized bendy straws. -No longer just a brand mascot, Doc Pemberton has achieved influencer status on Twitter and become a friend to those who follow him.

ZzzQuil Twitter

Produced by: Publicis Kaplan Thaler

Before the launch of ZzzQuil, we asked ourselves, “Should a sleep-aid brand even be on Twitter?” After some careful social listening, we discovered that Twitter was already lighting up with tweets about ZzzQuil and sleeplessness—specifically late at night. So we decided to enter the fray, and gave our community manager the night shift, allowing us to engage with fans and followers when they were most active online. We positioned ourselves as the funny, enthusiastic expert on sleep. And in addition to creating planned daily content, we set up a team that could create and approve content in real time, making @ZzzQuil a relevant, timely, and engaging brand on Twitter, and creating passionate followers in the process.As a new product to the marketplace, we wanted to make sure ZzzQuil had a social presence that consumers would be excited to interact with. Before launching our Twitter page, we did some social listening and found that we had been mentioned 23,000 times on Facebook and Twitter. Consumers who hadn't tried our product were curious about it, and those who tried it were speaking positively about it and recommending it to others. Since the launch of our Twitter page, that number has grown to more than 132,000 mentions a month. From our social listening, we saw that conversations were happening at night when people can't sleep, between the hours of 10pm and 3am. We saw this as a unique opportunity for our brand to talk to consumers when they were thinking about sleep the most—late at night. We made it happen so we could be present with our consumers, and we were even highlighted in Twitter's best practices deck for posting at night. To make the content dynamic and engaging, we divided our content into 12 buckets, ranging from humor to sleep facts to topical Tweets and more, giving us the ability to post frequently, without our look and feel becoming monotonous. Most importantly, we brought warmth and humor to a category that has been dominated by medicinal talk. Since our launch, we’ve garnered more than 16,100,000 impressions, made a few celebrity Twitter friends along the way, and reminded people about the importance of a great night’s sleep.

@DennysDiner Conversations

Produced by: Erwin Penland Advertising

Diners get people talking, and we were more than happy to bring the casual, conversational atmosphere found in our restaurants to our social media presence on Twitter. We’re proud to say we accomplished capturing the fleeting, though important, everyday cultural discussions, whether it’s about the news or reality TV, in our Twitter voice. We speak about the world like a friend would, and because of that, our fans don’t look at us like a brand forcing their way into the Twitter game, but as a friendly presence that shares the space, adds to it, and learns from it. We’ve successfully carried the casual conversations found in our diners over to Twitter. We shoot the breeze with our fans about nearly everything, and we’ve become a personable voice that our audience looks to for humor and commentary. That’s rare. We never want to force ourselves upon anyone, anywhere. And that’s what brands on social media can certainly feel like most of the time: an unwanted burden, an intruder. By treating our account like someone who gets it, rather than just another advertising outlet, we created a comfortable atmosphere that’s reminiscent of the good times spent in our restaurant. We’ve proven ourselves when it comes to pop culture knowledge, understanding fandoms and our fans, and generally having our finger on the pulse of tomorrow. We get people thinking, about everything, but with a tint of the delicious food and drinks we serve 24/7. Success to us is people thinking fondly about our social accounts and our food. Judging by the feedback we get every day on our Twitter, we’re successful. Our fans laugh. Our fans like us. Our fans tell us they’re coming in to spend more time with us, just ‘cause our tweets are so fresh.

@Skittles

Produced by: StellarEngine

Hi Shorty Awards! I’m The Rainbow. I’m the smooth voice behind the @Skittles Twitter account, and I’m known around these parts as The Official Tweeter of Awesomeness. I know what you’re thinking: what would The Rainbow have to stay on Twitter? Basically, I tweet about the same stuff as everybody else: 1) manatees, 2) Skittles, 3) lasers, and 4) eating Skittles candies. Sometimes I take on more serious issues, like when I raised awareness about typing too hard on sensitive keyboards . But it’s how I tweet that sets me apart: - I give you the facts. It’s important to know that if chinchillas ever lost their cool, they’d have to change their name. And that dragons can smell Skittles on you from, like, a mile away. Knowledge is power, and you need to know that every time you eat Skittles, a meadow fills up with breakdancing bears. - I’m a Rainbow of the People. I’m a big fan of my fans, and I show it by talking to them every chance I get. Almost every day, I pick out an awesome follower who’s tweeted at me and tell them they’re so cool they make icebergs put on coats. Sometimes I even surprise my followers by giving them a giant bag of Skittles candies. - The Rainbow is ON it. A celebrity wearing a #SkittlesGrin? I’m on it. A hip trending topic? Got it covered. And I’m not afraid to take a stand. For example, one day, #ThingsICantLiveWithout was trending. You know what The Rainbow had to say about it? SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES SKITTLES . - Results: I’ve got ‘em. I think results are the awesomest, which is why I collect so many of them. Here are the highlights: Skittles dominates the share of reach for candy brands on Twitter. Boom! I gained more than 76,000 followers in 2013, a 143% growth rate. Double-boom! My tweets scored kudos in publications all over the internet, from Mashable to AllTwitter and also became the number one topic of conversation on Reddit. ALL THE BOOMS! In conclusion, winning a Shorty Award for @Skittles would be like getting a jetpack powered by high-fives. Sincerely, The Rainbow

@RealCapnCrunch Sets Sail for Twitter with Huge

Produced by: Huge

After rumors of his possible retirement swirling in the media in 2011, Quaker decided to prepare Cap’n Crunch for his big comeback by launching his ship into the digital age. Due to the cereal mascot’s cult status in American pop culture, he is quite popular among adults from Millennials to Baby Boomers, who all have fond memories of him through the decades and reference him often online, especially on Twitter. The brand wanted to find a way to engage with consumers (primarily men) in their 20s and 30s, who often eat the cereal as an afternoon or late-night snack, rather than for breakfast. The @RealCapnCrunch Twitter account launched in March 2011 but hadn’t gained much traction. Quaker hired Huge in June 2012 to kick the Cap’n’s Twitter account into high gear and create more online conversation around the brand through social media. The brand was also planning to work with Huge to launch an animated late-night talk show hosted by the Cap’n on YouTube, so it was important to build up the Cap’n’s social media presence in advance to support the show once it premiered. To reach the target demographic of web-savvy young adults, the main strategy was to surprise and delight them by having the Cap’n -- the beloved mascot they have nostalgic feelings for -- speak to them directly through Twitter. The plan was to monitor for mentions of the brand on Twitter and reply in unique, humorous ways that would delight the Cap’n’s fans. In addition, the team identified, followed and targeted influencers -- particularly in the comedy community -- by crafting clever personalized responses to incite retweets and increase the reach of the brand. Planned tactics included capitalizing on Twitter trending topics and hashtags and make them relevant to the brand. For instance, when #ThreeWordsSheWantsToHear was trending, the Cap’n tweeted, “#ThreeWordsSheWantsToHear: Breakfast in bed.” We incorporated existing relevant visual assets into trending topic tweets, in order to post in real time on a low budget. We also tracked and monitored memes and relevant pop culture trends and tailored the social content to those themes, keeping it relevant and shareable. Additionally, we live-tweeted major events (such as sporting events and award shows) with the relevant hashtags and capitalized real-time marketing opportunities. The greatest success thus far was a real-time marketing opportunity when the team was able to capitalize on another viral meme. In June 2013, a user posted an image on Reddit pointing out that although U.S. Navy captains have four stripes on their uniforms, Cap’n Crunch only has three and therefore was not a real captain. As this news spread through Reddit, the blogosphere and social media, the Cap’n’s Twitter team jumped on the opportunity to get involved, responding to fans and foes alike with clever tweets defending his good name that again caught the attention of both the Twittersphere and the mainstream media on a mind-blowing scale. The campaign culminated with a video response to officially put all rumors to rest. Due to the team’s creativity, nimbleness and keen eye for online memes and trends, @RealCapnCrunch has had several successes over the previous year that contributed to the account’s overall growth. During SXSW in March 2013 when the Cap’n visited Austin, the initiative generated over 1,000 tweets, 200 Twitter and Instagram photos, and generated about 3 million impressions across social. The Cap’n’s viral uniform controversy has undoubtedly been the greatest success to date, causing an international social media firestorm. In just 18 days after the Reddit post went up, @RealCapnCrunch gained more than 2,500 followers. His most popular response tweet, which was featured in several international media outlets, received 558 retweets and 210 favorites. In total, the controversy garnered more than 2,750 new followers and over 170 million social impressions. Since Huge began working on the account in July 2012, @RealCapnCrunch’s Twitter following more than tripled, from 5,100 to more than 31,200. Monthly retweets increased by over 400% and monthly favorites grew by 450%. Between August 2012 and June 2013, the overall reach of the brand on Twitter nearly doubled, growing from 79.1 million per month to 170 million in June. Much of the growth has been purely organic, the result of great social media strategy and execution, as well as compelling content creation and nimble activation.

Delta Takes Off With Twitter Through Laughs

Produced by: Razorfish

How does a 85-year-old company relate to the social media crowd while maintaining the integrity of the brand? The answer: Make ’em smile! In 2013, Delta Air Lines leveraged a simple, witty and brand-appropriate approach to its social content on Twitter. By integrating pop culture moments into its messaging, Delta Air Lines was able to grow its Twitter follower count by nearly 50%. This increase connected the dots by having a brand voice that entertained Delta’s audience, while maintaining the company’s marketing message and commitment to customer service. Delta Air Lines used Twitter as a platform to demonstrate how brands can be both customer oriented and clever – by huddling the team together for real-time content creation during cultural moments in time, such as The VMAs, or by tracking what’s trending via social listening tools. The Twitter audience related to Delta Air Lines just as they would relate to the person sitting next to them on a plane. On Twitter, where ‘Content is King,’ Delta pushed the boundaries to show that it is possible for a large airline to not just be informational but also have a great sense of humor. In 2013, Delta delivered content that captured the community and caught the media’s attention: • Baby Got Back Baby got back! We like big jets and we cannot lie, this 737 is ready to fly. pic.twitter.com/N9BaWWi3SR— Delta (@Delta) July 30, 2013 Delta’s homage to the Sir Mix-A-Lot classic led to coverage on The Huffington Post and the artist himself RTed the Tweet (the ultimate honor). This content even generated speculation that the @Delta account had been hacked! • The Royal Baby! It's a boy! Welcome, Prince of Cambridge. We can’t wait to show you the world. #RoyalBaby pic.twitter.com/yHuzCIMYD2— Delta (@Delta) July 22, 2013 A pop culture and historical moment that Delta couldn’t miss out on! The airline took a fun and timely approach on the new Prince of Cambridge. This post generated media coverage by Mashable, AdAge and ABC News. • April Fools Introducing the new Double Decker Armrest — coming soon to the middle seat. More arm space. Less elbow rubbing. pic.twitter.com/JV9tNiAfZ3— Delta (@Delta) April 1, 2013 Delta was able to “fool” a few people that their supposed double arm rests were a reality. The Today Show featured it on their April Fool’s round-up. • Lady Gaga We’ve got our @LadyGaga face on! #VMAs #gaga pic.twitter.com/FK4a8sID9v— Delta (@Delta) August 26, 2013 Who better to inspire a makeover than Lady Gaga? This post resembling the artist was posted in real time during Lady Gaga’s VMAs performance and generated over 1,300 RTs. • May the 4th be with you Looks like this 757 is a big Leia fan. May the fourth be with you! pic.twitter.com/7gcf9bmi4i— Delta (@Delta) May 4, 2013 Delta tapped into their inner-geek with this Star Wars themed image. • Happy Easter to all our Peeps ® Happy Easter to all our PEEPS®! pic.twitter.com/oRFW13yiaK— Delta (@Delta) March 31, 2013 Delta tapped into a popular Easter candy icon as a unique way to wish their community a happy holiday The @Delta 2013 Twitter content generated over 60 million online/earned media impressions. Time Magazine just named @Delta as the #10 Sassiest Brand on Twitter: http://newsfeed.time.com/2014/02/07/sassiest-brands-on-twitter-ranked/slide/delta/

DiGiorno

Produced by: Resource

We compete against carryout and delivery. And those guys out spend us 10:1. So we decided to go to the one place where outspending doesn't really matter. Where the content of a tweet is what really wins. To see if we could become the definitive voice of pizza and run circles around those delivery guys.2013 was a big year for DiGiorno Pizza on Twitter. We live-tweeted the Sound of Music Live on NBC and seemingly won the internet for a night with 44 million social media impressions. CNN, NPR, USA Today, Buzzfeed, Mashable, The LA Times, and 34 other publications talked all about it to the tune of 63 million media impressions. We graced the world with a gem of a hashtag #DiGiorNOYOUDIDNT. We talked smack during football season with Mark Hoppus from Blink 182 and thousands of other die-hard fantasy football fans. We learned that Phil Jackson did NOT come up with the triangle offense while eating a slice of us. And there were marriage proposals…so many marriage proposals.

SportsNation

Produced by: ESPN

There is never a dull moment with the @SportsNation twitter account. As the social arm for ESPN’s TV show SportsNation, which has the youngest audience of any ESPN show, it is the place to find cool internet content. The primary goal for our account is to provide fans with the perfect mix of sports news and humor. @SportsNation also listens to and encourages fan participation with social campaigns that draw on followers’ creativity. The @SportsNation twitter account is full of original content created just for the platform. Whether it be YouTube videos, specialty Photoshop elements or laugh out loud memes, @SportsNation is providing fans with dedicated social programming. We don’t simply copy and paste on-air content to Twitter. Instead, we listen to our social audience, take note of their likes and dislikes and plan our strategy around everything we’ve learned. @SportsNation fans interact with the brand as much outside of the television window as during it. Our Twitter account is in many ways it’s own channel with a voice and strategy that caters to the social fan base. In 2013, @SportsNation grew 21.4%, adding nearly 313K followers. We also consistently look to engage or fans in social campaigns that encourage two-way interaction that often results in a retweet or on-air mention. The @SportsNation twitter account also helped drive awareness and participation for the EA Sports annual Madden Cover Vote, giving our fans yet another way for their voice to be heard.

University of Phoenix’s The Student Center

Produced by: Arnold Worldwide

In 2013, University of Phoenix students faced some pretty unique challenges. They were chasing kids, work deadlines and a degree without any of the traditional campus culture or peer networks to get them through. Definitely no easy feat. So our team leveraged Facebook to lighten the load. We designed a student center for every Phoenix to find support and encouragement. Each week showcased a fresh collection of career topics to debate and original motivational quotes to share, as well as a little office humor to keep things fun. In 12 months, we transformed a glorified RSS feed that spewed out third-party links, into a bright, optimistic hub that showcased the Phoenix pride. Our students blew us away with their school spirit. Phoenixes flocked to the new hub, more than tripling our following from a solid 486,000 to just over 1.7 million. We generated over 57 million earned organic impressions, which equates to roughly $1.1 million dollars in media spend. And we recorded an almost 31.5 million earned organic reach. It’s more than we could have imagined. But the most impressive results can’t be quantified. Over 12 months, we watched our screens as students on different continents exchanged great career tips. We cheered when total strangers inspired each other not to give up. And we lost count of how many times people commented, “UNIVERSITY OF PHOENIX GRAD SO SOON!!!!! SO PROUD!!!!!” We’re so proud that our students finally have a place to share all of those exclamation points.

GE on Twitter

Produced by: GE

Most people think GE only makes light bulbs. Don’t lie, you’re one of them. GE’s goal on Twitter is to shift this mindset from only being a household appliance manufacturing company to also being an innovative and competitive science and technology leader. From personalized content and user-generated campaigns to searching and responding to questions about general science, GE has paved the way as one of the leading B2B and Fortune 500 brands on Twitter. Most importantly, GE takes sometimes-complicated business goals (like advanced manufacturing and big data) and translates them into smart, digestible tweets. In 2013, GE’s Twitter account acquired more than 91k followers (bringing the total to 177k), and accumulated more 61k @mentions and 32k retweets. The foundation for GE’s Twitter strategy is smart, daily creative content, including jumping in on trending hashtags that the brand can apply to their own marketing goals. Beyond that, GE uses the platform to create personalized content for fans, engage with fans about shared interests, and create fun “ownable” moments throughout the year. For example, in February 2013, GE brought National Inventor's Day into the social media spotlight by inviting fans to tweet their invention ideas. The brand had a team of designers standing by to create personalized blueprint sketches of the ideas that could be tweeted right back. Similarly on March 14th (3.14), GE celebrated the popular social media zeitgeist moment Pi Day by giving away over 314 pies to Twitter fans using the hashtag #PiDay. The brand owned 6.5% of the global #PiDay conversation on Twitter, garnering 5.6MM impressions. Later in the year, GE put its community management on display by owning yet another brand-related conversation on Twitter, this time by celebrating the world’s first 3D Printing Day. On December 3rd (D3 for 3D) GE gave away customized versions of 3D-printed gifts to fans on Twitter using the hashtag #3DPrintMyGift. The brand used heavy community management to take fans through four touch points of conversation: asking fans their prefered gift and color choice, and then showing them a CAD render, time-lapse video, and image of the finished product. GE was able to show each fan each step of the process in real time. The brand also uses Twitter to amplify national television commercial campaigns, three of which ran in 2013. More specifically, last fall when a GE commercial aired featuring the U.S.S Enterprise from Star Trek, the brand searched for fans tweeting about the commercial on Twitter. GE then sent fans who were excited about the spot a Soundcloud link to a custom greeting recorded in the voice of the ship’s on-board computer system. Using the platform’s direct messaging functionality, GE reached out to fans that were particularly receptive to the commercial and rewarded them with a personalized thank you card and Star Trek DVD set in the mail.

American Express drives commerce and value on Twitter

American Express is on a journey of a digital transformation. As part of that journey, American Express is focused on creating new and innovative ways to utilize Twitter’s platform to deliver value and support to Card Members and merchants, strengthen their connection to the American Express brand, and drive commerce in industry-disrupting ways. This year American Express introduced a new technology on Twitter allowing its Card Members to shop with #hashtags; paid digital homage to its 163 year old history with the #AmexArchive series; celebrated its 163rd birthday with a virtual Twitter party; and augmented customer support via the @AskAmex Twitter handle.In 2011, American Express introduced a first-of-its-kind Card Sync technology, which allows Card Members to securely connect their cards to their social media accounts. In 2013, American Express evolved this unique technology to allow Card Members to tweet #hashtags to buy products on Twitter. The new social commerce experience unlocked the purchasing power of the #hashtag by tapping into American Express’ closed-loop business model and added value to both Card Members and merchants on Twitter. At launch in February, American Express Card Members that connected their Card with their Twitter account could tweet special #hashtags to buy specially-priced American Express Gift Cards and in-demand products like the Amazon Kindle Fire HD, Xbox 360, Sony Action Cam, and more. The program was one of the first to deliver on the promise Twitter commerce, offering a seamless solution that gave consumers more choice and flexibility for how to buy and merchants a new channel in which to reach new and existing customers. American Express also leveraged Twitter this year to create relevant connection points for Card Members and prospects that draw on the rich history of the brand. The #AmexArchive initiative told visually exciting stories of the brand’s heritage and values, leveraging an extensive bank of digitized archive content. The campaign resulted in never-before-seen levels of engagement around the world. On Twitter, engagement with archive posts lead to a 160% increase in retweets. Today, the average #AmexArchive post on Twitter receives thousands of engagements and meaningful stories in return from Card Members excited to share their own American Express experiences. For its 163rd birthday, American Express celebrated with a virtual Twitter party, using the hashtag #163Candles. American Express created and shared personalized images of birthday cake with fans’ and followers’ names to those who wished the brand a “Happy Birthday” or tweeted with the #163Candles hashtag. The campaign resulted in nearly 6M impressions on Twitter and more than 500 mentions of @AmericanExpress in the six hours of the “party.” Known for its best-in-class customer service, American Express looked for new ways to nurture member connections on Twitter. The member support Twitter handle @AskAmex – operated by a team of customer support gurus dedicated specifically to responding to inquiries received via Twitter – grew its follwership by nearly 50% in 2013, and is lauded by industry leaders as one of the most responsive and effective customer support systems on Twitter. As Twitter continues to grow and evolve as a platform, American Express will continue to leverage and re-imagine its own technologies and assets to connect with Card Members in new ways that enrich their Card Membership. Building on the success of 2013, American Express is focused on driving engagement on Twitter and delivering streamlined experiences to its Card Members and merchants that are intuitive, secure, and add value at critical commerce touch-points on the platform.