BBC - Master-Brand Social Media launch
In 2014 the BBC launched myBBC, an initiative to define the future of audience interaction through every digital touchpoint. An extremely high profile strategic program, myBBC was central to demonstrating the value and relevance of the BBC in support of charter renewal and license fee funding.
Simon was asked to lead myBBC’s efforts in personalising the BBC’s social media experience. This included implementation of Salesforce Marketing Cloud across 4,000 social accounts, placing social listening, content performance analysis and audience segmentation at the heart of social content planning.
To demonstrate breadth and value of BBC services, along with the power of Salesforce Marketing Cloud, Simon launched the BBC master-brand social accounts on Facebook, Twitter and Instagram.
Developing a launch plan and full social strategy, Simon built a team of social media managers to create and curate content worthy of the world’s leading broadcaster.
To support launch of the BBC master-brand channels, Simon and his team created a virtual advent calendar, with each day starring a different BBC personality. Calendar videos were featured by other BBC brand channels to generate followers for new master-brand profiles.
Result: Using data-led content planning and cross-brand relationship building, Simon and his team successfully launched and grew the brand new BBC master-brand channels to over 1 million followers on each platform within 6 months.
Following the master-brand example, Salesforce was successfully rolled out across 4,000 BBC social accounts.