Rockettes Integrated Social Media Campaign

The Rockettes came to Overdrive for help growing a vocal community of dance enthusiasts and Rockettes fans, with the goal of increasing the dance company’s prominence in the social media entertainment ecosystem.

Ingredients:

  • Social Media Channel Management
  • Social Media Management and Measurement (SocialEye Platform)
  • Paid Social Advertising
  • Social Content Development
  • Social Contests and Promotions
  • Community Moderation
  • Tracking and Reporting

 

Rockettes01a

Rockettes01b

Social Channel Management

Overdrive unified the Rockettes’ social community into a single social program across Facebook, Twitter, Instagram, Pinterest and Google+, and helped the Rockettes launch their YouTube channel.

Rockettes02a

Rockettes02b

SocialEye Platform

The Rockettes’ social program was published, managed and tracked using SocialEye.

Social publishing

  • Content Creation
  • Scheduling and Publishing

Social metrics

  • Connections/Community
  • Engagement/Interactions
  • Video/Audio Plays
  • Distribution/Downloads
  • Buzz/Chatter
  • Impressions/Reach

Web/ROI metrics

  • Traffic/Page Views
  • Leads/Conversion

Rockettes03

Targeted Facebook Fan Campaign

Overdrive complemented its social media content campaign with paid social advertising to increase growth and reach.

Rockettes04a

Rockettes04b

Exceeded 1-Year Fan Growth Goal by 66%

Rockettes05

Content Development and Publishing

Overdrive worked with the Rockettes to create a content development and publishing workflow system to accommodate the rapid production and approval necessary for an entertainment property.

Rockettes06

Engagement Tracking

Overdrive meticulously tracked the engagement rate of its social media posts in order to gain a solid understanding of which content encouraged positive reactions and social sharing.

Rockettes07

High-Engagement Posts

By understanding what motivated their social community, the Rockettes were able to encourage high engagement and viral distribution rates.

Rockettes08a

Rockettes08b

Rockettes08c

Event Coverage and Moderation

Important events and Rockettes appearances were covered via social media and coupled with real time, round-the-clock engagement and community moderation.

Rockettes09

Twitter Chats

Rockettes10a

Rockettes10b

Social Contests

Rockettes11a

Rockettes11b

Community Moderation

Overdrive maintained a high level of engagement with the Rockettes’ incredibly loyal followers and was able to encourage huge amounts of brand reinforcement.

Rockettes12a

Rockettes12b

SocialEye Tracking and Reporting

Overdrive was surgical in its implementation of SocialEye tracking, reporting, and optimization. Dashboards and reports revealed ongoing status on community size, reach, engagement, social web traffic, and more.

Rockettes13a

Rockettes13b

Rockettes13c

Results

Rockettes14