the PDF

Case Study
Live, On-Air & Web Social
Integration Produced Ten Times
the Volume of Social Conversation
For Panama, the 2014 elections were a turning point in the way elections were
traditionally experienced in the country. For the first time in their history, the
pulse of the entire electoral process turned digital, characterized by excessive
use of social networks. Telemetro, a subsidiary of Medcom, partnered with
Spredfast to create a new, engaging, and integrated experience with both
on-line and on-air audiences.
OBJECTIVES:
•
Generate more engagement surrounding the 2014
Panamanian elections by supplying audiences with new
and compelling content
•
Amplify social buzz to ensure and increase engagement
with the network
•
Drive traffic and new viewers to Telemetro’s online sites
and social media
•
Create more enjoyable, additive experiences for the viewer
by including original content across media channels
STRATEGY:
RESULTS:
For the 2014 Panamanian elections, Telemetro worked with
Spredfast to create a 360-degree social experience, featuring
both on-air and on-line social integrations. This dynamic experience
showcased the current news while simultaneously featuring social
content from its audience on various social platforms.
To both build and engage viewership around the elections,
Telemetro built a microsite that housed the social experience.
Using the hashtag #voto2014, visitors were able to share
Tweets and personal photos, while keeping up-to-date in
real-time with the most comprehensive and diverse electoral
information available.
To bridge the gap from on-line to on-air, Telemetro created a
virtual set for a spot on the evening news. This set featured a
world map, displaying the location of those outside of the country
who interacted with the experience through social media, as well
as an interactive map of Panama that showed the activity of users
within Panama. This component also allowed viewers to see their
photos on-air in real-time.
In addition, the engaging experience featured a mural mosaic,
revealing a montage of images and messages sent to Telemetro’s
social networks by their audience, top hashtags that measured the
presidential candidates accounts’ popularity, a social counter that
accounted for the total volume of social mentions, and a spotlight
section that displayed the Tweets of political figures, celebrities
and opinion leaders. The experience formulated the convergence
of innovation, technology, and community, bringing together the
people of Panama with a groundbreaking media experience.
“
Following Election Day,
telemetro.com saw 188,000
page visits, reaching the
largest number of the week.
A total of 40,000 users
connected live to the electoral
experience.
Visitors generated 20,000
video views.
#voto2014 produced over
33,000 social mentions.
On Twitter, @telemetro
generated 1000% more
mentions and 2600%
more interactions than
previous days.
The experience prompted over
15,000 likes, 2,600 comments
and 2,000 shares on Facebook.
Telemetro gained 1,600
new followers, on average
170% more followers than
a regular day.
With the intention of forever changing the local digital paradigm,
we brought a mind-blowing experience to our audiences and
integrated platforms in a way that has never been done before
in Panama. In order to achieve this and set a new benchmark
for success, we sought the best partners for a seamless Social TV
integration for one of our biggest news events of the year. The
easy implementation, visual impact, and support of the Spredfast
team played key roles in this project’s success."
FRANCISCO HERNANDEZ | ASSISTANT DIRECTOR OF DIGITAL MEDIA AT MEDCOM
200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | [email protected]