Social Media and Turner Sports

• Who we are– Brands

• Our philosophy

• Integration

• Benefits

Turner Sports Footprint

Third QuarterSecond QuarterFirst Quarter Fourth Quarter

Social media is changing the way people consume content…

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Four Tenants

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Its about convergence…so,

• Be part of the conversation

• Integrate across all screens

• Its complimentary – so use it!

• Innovate; take advantage of the changing environment

The landscape is continuously evolving, reinforcing the need to be flexible and forward-looking in our approach

All platforms are leveraged as part of a cohesive strategy, driving increased monetization opportunities

Make social an inherent part of our DNA

Turner Sports Philosophy

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Linear

DigitalMobile

Social

Execute Evaluate Optimize

Turner Sports Philosophy

Components come together to form a social media strategy

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Social Strategy Components

Content

Cultivation

Content Strategy

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Medium-agnostic with a central theme…

Be part of the conversation

• Flexible enough to integrate in core businesses, yet dynamic enough to evolve with the medium

Content Strategy

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Content strategy is medium-agnostic with a central theme…

Be part of the conversation

Our Approach:

1. Social media is additive to anything

2. Consumers are the best media – Enable them to amplify

3. Know your audience—provide content relevant to them

Content Strategy—What does this mean for TV?

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Emphasize delivering greater engagement with existing viewers

Think cross-platform

It enables us to elongate viewership while creating a more engaging experience

Content Strategy—What does this mean for TV?

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Social media efforts need to focus on:

Continuing efforts at driving awareness of relevant content

Leveraging online social engagement to bridge the gaps

Providing an opportunity for viewers to impact the broadcast

Drive Awareness Elongate Programming Create Impact

Content Strategy

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Focus on providing consumers with the right content, at the right time, in the right place

Objectives for social efforts on digital and mobile platforms:

Tell a Story

Drive Deeper Engagement

Gain and Leverage Consumer-Generated Content

Promote Sharing / Distribution

Cultivation Strategy

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Cultivation complements the content strategy

by growing the reach of social efforts

• Acquire Customers

• Understand them – data insights

• Grow with the business

Cultivation enables amplification to be further reaching and louder

• Our Integration

Executions – NBA on TNT

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Executions – NBA on TNT

Executions – NBA TV

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Executions – NBA.com

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Executions – NBA.com

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Executions – NCAA

Executions – NCAA

• Benefits

Benefits

• Consumer Engagement and Insight

• Brand Building

• Communication/Public Relations (if done correctly)

• KPIs– Ratings, Traffic, Revenues, etc

• Cost Effective

Enables, Gives consumers a voice, Amplifies

Thank You

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