Staying Classy
<Insert an bunch of film Emojis>
What is National Emoji Day? We had multiple staff members pitch in as we had fans submit film titles using only emojis. The results: 1.1K replies.
This linear tactic was meant to help boost traffic to host/talent social accounts.
What is incorporating handles for hosts/talent in on-air graphics. While implementation has stalled since the WWII test, this continues to be a priority item for 2020 and beyond.
This is the number of work trips Justin went on in 2019?
What is 5. Noir City SF & Chicago, Sprinklr Training in NY, TCMFF, and TCM in your Hometown in St. Louis
What was the most successful Instagram post of 2019 based on engagement?
What is Ginger Rogers and Ann Miller video for STAGE DOOR (‘37): https://www.instagram.com/p/BveaUntFgce/
PARTNERSHIPS
He played a central a role in helping TCM rethink our Partnership strategy.
Who is Justin Gottlieb. I've pushed our team to be more thoughtful in how we evaluate partnerships by asking the right questions upfront, determining fan interest via research, and creating more reciprocal relationships. Examples include Forensic Files, The Good Liar, and Laurel and Hardy
How can you cover 100+ events over 4 days with just two people in the heart of Hollywood?
What is by running a Social Ambassador Program that puts 30 of your best tweeters on the front lines. David took on Goliath and David won. Oh yeah. And we did it on a boat too.
This social tactic allowed 2 TCM hosts an opportunity to promote their franchise in a contextually relevant way (i.e tied to a National Holiday).
What is Alicia Malone's Halloween TCM Imports/Halloween countdown and Eddie Muller's Noir Alley countdown.
This is the number of months Justin ran TCM Social on his own. (Not including intern support)
What is 4. April - July. Or 1/3 of the year.
How many Instagram followers did we gain in 2019?
78,322 or 102% Growth
COLLABORATING WITH SENIOR LEADERS AT TCM
He works directly with senior leaders at TCM on various social and non-social projects.
Who is Justin Gottlieb. I've demonstrated the ability to work closely with senior team members from various departments and our external partners on various projects. Examples include: TCM Essentials 2019, WWII campaign, 2020 Brand Positioning, Motherless Brooklyn, and Big Screen Classics. I'm one of the few Managers to attend our weekly sync meetings and present marketing updates.
How do you appeal to the Millennials when talking about Classic Movies?
By relating to Millennials with Classic Movies. With a refined Instagram strategy that is built to entertain, and increased personality posts on Twitter we've made strong progress with reaching a younger demo on social. See Timmy C. Post, James Dean CGI shade, and everything we posted on IG since January.
This relatively new social tactic has provided our fans with BTS access to shoots, and more engaging social content.
What is onsite social presence during shoots. Steve covered Essentials and Motherless Brooklyn, Justin covered WWII, College Football HOF, and TCM25, and Diana managed Pets on Sets and Backlot GPs. This tactic has allowed up to lift special moments from the intros and give our fans a sneak peak behind the scenes at TCM.
This is the number of projects Justin coordinated with freelance designer Lora Stocker.
What is 16 different projects equaling roughly 60 different pieces of creative.
How many times did we tweet in 2019?
2,162 or roughly 6/day
HIRING AND MANAGING
He managed the hiring process for 3 rounds of interns, and the Asst. Social Media Manager.
Who is Justin Gottlieb. I brought back Tiffany in the Spring and hired Caroline for the Summer/Winter. In tandem with Steve Denker we hired an Asst. Social Media Manager. Since August, I've managed one full-time employee and an intern.
It's 2019, but we were stuck in the dark ages. This change in 4Q will net huge results for TCM Social in 2020 and beyond.
What is purchasing a super computer to house hi-rez feature length film files, and working with Digital and Mediahub teams to create a new workflow that condenses video files for social to easily cut, edit, GIF all films programmed on TCM.
This tactic helped introduce 2 new hosts and 1 host with new responsibilities to the TCM audience.
What is host introduction videos. We helped announce Alicia Malone's new role as host of TCM Imports, and introduced Ava as the Essentials host and Jacqueline as the Silent Sunday Nights host. We're looking to expand in 2020 with Jacqueline's Silent Film School project.
This is the number of Scoop submissions + Monthly Marketing emails + Social Co-Op presentations + team tutorials
Scoop Submissions: 6 - WOZ, TCMFF, 6 degrees of Oscar, CNN The Movies, DragonCon, and WodnerWoman
Monthly marketing emails: 12 (Social has taken the lead in spotlighting our Marketing efforts!!!)
Social Co-Op presentations: 2 - Influencers + TCMFF
Internal Presentations: 1 Instagram 101
How many YouTube subscribers did we gain in 2019?
12,189 or 36% Growth
SOCIAL TOOLS
He spearheaded this shift from Maventus Social to Sprinklr.
Who is Justin Gottlieb. I helped transition TCM's asset management and scheduling from Maventus Social to Sprinklr in August/September 2019, and helped train Diana and Caroline on the new system.
Guess the hashtags for the following:
Fan art
Godzilla
Bette Davis
Joan Blondell
What is:
#ClassicFilmFanArt
#KingoftheKaiju
LessonsFromBette
#BlondellsHavemoreFun
This tactic reshaped the way we view #TCMHQ.
We put staff on camera multiple times including the TCM25 videos showing fans what not to do, the 2 Scott McGee social videos, and Lindsey G. Godzilla interviews. We put our staff in the hot seat and they delivered.
This is the number of TCM recaps Justin created, compiled, and sent to Jennifer Dorian highlighting the Comcast/TCM changes.
I was the main point of contact for developing the report for Jennifer, and I worked closely with PR and Research to compile all the information in one document. I also developed the social script and managed our outreach across platforms.
How many total followers did we gain in 2019?
Across all platforms and brands: 168,473 or 12% growth which was double the 6% social goal for 2019.
BRAND POSITIONING + CONTENT STRATEGY
He is currently collaborating with Brand Creative on a 2020 brand positioning approach and content strategy that has potential to impact all areas of TCM Marketing.
Who is Justin Gottlieb. I've demonstrated the ability to develop brand/marketing and content strategies that live beyond social. I'm currently collaborating with Chuck on our 2020 approach. In addition to providing a tactical overview for social, our team is often tasked with developing overall marketing strategies alongside Brand Creative. Some examples include: Godzilla, IWD, TCM Essentials, WWII, Dennis Miller and Friends, Pets on Sets and more.