The document provides a social media audit and strategy for CW-TV. It analyzes CW-TV's current brand persona, shows, audiences and social media presence. It finds disconnects between CW-TV's flat social media language and its brand voice. The strategy aims to increase engagement on neglected younger audiences and convert their social interactions to viewers. It outlines reach, conversion and publishing objectives, and a content bucket strategy featuring promotion, fashion/beauty, and actor posts. Challenges and long-term benefits are also discussed.

1. Social Media Audit

2. Agenda
Brand Audit
Social Media Strategy
• Company Presence
• Audience
• Comparative Analysis
• Objectives
• Choice Platforms
• Content

3. Brand Audit

4. Current Genres
Supernatural
Superhero
Rom-Com

5. Brand Persona
Young, Extroverted Woman
Social, and likes themes
outside mainstream genre
Boyfriend, Girls nights
One bedroom apartment in
the city
Drama, Suspense, Creative

6. Consumer Profile
Female,
Young Adult
18-34
What they think
Network TV
55
TV Audience
43
Actual
Digital Platform
26

7. Show Comparison
*The CW* Shows Target
Audience
Arrow 18-34
Crazy Ex-
Girlfriend
18-34
DC's Legends of
Tomorrow
18-34
iZombie 18-34
Jane the Virgin 18-34
Supernatural 18-34
The 100 18-34
The Flash 18-34
The Originals 18-34
The Vampire
Diaries
Women
(18-34)
*ABC* Shows Target Audience
Grey's
Anatomy
Adolescent women
Scandal Adolescent women
Modern Family Male and females;
high school through
collegiate age (teens
+ early 20's)
Castle Adolescent women
The Bachelor Teenage women
Shark Tank Men and women
from 18+
Dancing with
the Stars
Men and women of
all ages; Includes
celebrities from all
genres, ages, and
sexes

8. Current Viewership Trends
Majority of viewers are outside targeted
demographic
Both segments are declining overall

9. Social Media Presence
1.6M 450K 115K 1.6M 12.3K
TV Shows

10. Brand Voice Disconnect
Flat Language
No Personality

11. Comparative Analysis

12. Comparative Analysis

13. Comparative Analysis

14. Vertical/Horizontal Growth
TV
Social
0
1
2
3
4
5
6
7
8
<18
18-24
25-34
35-49
50-64
TV Social

15. Company Objectives
Increase social media
engagement with neglected
audience
Convert target audience’s
social media engagement
into viewership

16. Social Media Strategy

17. Consumer Behavior

19. Reach Objective
Increase overall followers by an
average of 14% across all platforms
3 Months
6 Months
9 Months
4.13%
5.63%
7.13%
14.25%
18.75%
23.25% 11.25%
9.38%
7.50%
Neglected Followers 80% of each number split evenly among those <18 and 35<

20. Conversion Objectives
Increase CTR to CW
website from SM Posts
3 Months 6 Months 9 Months
7.50% 12.50%10.00%

21. Publishing Objectives
1 x Day 2 x Day
Consistent times
Actor/Show Page interaction
Recent/Upcoming Shows
3-6 x Day

22. Bottlenose

26. 3M video
views
Per day
1% Advertisers
on platform

27. PAID ORGANIC
$750,000
minimum for
a day of
advertising
PAID
CTR
1.5%
0.84%
Paid
Organic

28. Bucket Strategy
Show Promotion
Show Page
interaction
Teasers
Show Reminders
Special Effects
Fashion Beauty
Make-Up
Current fashion
trends
Styling
Actor Post
Characters in real
life
Repost
Characters’
content
Interact with
personal profiles

29. | Promotion |

30. | Promotion |
Even Superheroes need training.
See how the @CWTV heroes
learned to save their damsels in
distress @iansomerhalder
Want to find out what makes
#theflash zip around so quick?
Check out this incredible special
effects sneak peak for answers
@cwtheflash

31. | Fashion Beauty |

32. | Fashion Beauty |

33. | Actor Post |

34. | Actor Post |

35. | Best Practices |

36. Content Calendar
Promotion = P
Fashion Beauty = F
Actor Post = AP
P P(2)
F(4)
F P,F
AP(3),P(2)
P F(2
)
AP(2),P(4)
A
P
P,F
F(4),AP(2)
F AP(2
)
P(3),F(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
F P,F
AP(3),P(2)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P P(2)
F(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
P F(2
)
AP(2),P(4)
A
P
P,F
F(4),AP(2)
A
P
P,F
F(4),AP(2)
A
P
P,F
F(4),AP(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
F AP(2
)
P(3),F(2)
Sun Mon Tue Wed Thur Fri Sat
P P(2)
F(4)

37. Challenges
NON-PROMINENT
ACTORS
POOR CONTENT
• Ranked 5th in network TV
ratings
• Top show ranked 90th on top
TV shows in 2015 based on
ratings

38. Long-term Benefits
Audience exists
Engagement = revenue through increased viewership/ratings
More resources = better talent and content developing
Social listening to give audience what they really want

39. APPENDIX

40. Full Brand Persona
CW-TV's brand persona is a young, extroverted women. She's
social, but also intrigued by genres and themes in books and media
that are not always the mainstream most popular consumer products.
She has a boyfriend, but does not live with him and enjoys her glass
of wine while watching her favorite shows after a 9-5 day's work. She
lives in a one-bedroom apartment in the city, enjoying the weekly
dinners "with her girls" talking about both the new happenings her
their own lives, as well as those who people who are not present.
Her income is relatively average, which makes sense as her life is
not consumed by work. Drama, suspense, and out-of-the-box
thinking intrigue her, as she enjoys looking at different types of the
world. She dreams of both heroism and chivalry. She has never been
your typical "popular" girl in her social groups, but instead she has
proven to be that creative girl with a different way of thinking.

41. TIME Monday Tuesday Wednesday Thursday Friday Saturday Sunday
8/7c: Crazy Ex-
Girlfriend
The Flash Arrow DC's
Legends of
Tomorrow
The
Vampire
Diaries
X X
9/8c: Jane the
Virgin
iZombie Supernatural The 100 The
Originals
X X
Current Airings

42. Social Media Presence

43. Social Media Presence

44. Objective Growth Data

45. COMMENTS
SHARES
LIKES

46. SCREENSHOT
S
STORY
COMPLETION
UNIQUE
VIEWS

47. LIKES
COMMENTS
VIDEO VIEWS

48. Sources
• Nielson Ratings
• SproutSocial
• Klear
• Bottlenose
• CW Social Media Profiles
• ABC Social Media Profiles