DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 135 Duck Dynasty fans in its outreach. This campaign allowed DIRECTV to acquire more fans with an increased propensity to engage with the kinds of content it were already posting, at a lower cost. In addition, DIRECTV partnered with the A&E network to launch a Facebook application game tied to the show. This game, called Duck Dynasty Quack Match, engaged fans and gave them an opportunity to enter a sweepstakes and win daily prizes. This approach, along with using various similar visual tactics, led to an increase in monthly total engagement of 56% for the three months in the summer of 2013 over the previous six months. Social media analytics helped DIRECTV stimulate and grow its com- munity of adoring fans by providing a clearer view of what their fans were passionate about. Utilizing results from social analytics to drive market- ing initiatives outside of a social posting strategy is extremely important, and it can lead to success for a brand outside of its own digital ecosystem. In developing and executing any social engagement strategy, it is important to know the people in your audience and what they like. It is crucial to study how your fans behave and react to different types of con- tent, and apply those findings to future strategic plans. Another example of a brand that used this strategy is the National Basketball Association (NBA). Leveraging lessons gleaned from previous engagement analysis, BRANDERATI’s and NBA’s marketing teams devel- oped a creative social content strategy. One series of posts implemented during the 2013 postseason that worked particularly well for the NBA was the We’re Moving On post- ing campaign. So at the completion of each best-of-seven series, the team designed a post with an image of the winning team that accompanied by the message: “WE’RE MOVING ON TO THE [SEMIFINALS, FINALS, and so on]”. Other strong performers for the brand were Facebook albums. So the team designed a series of albums filled with predictions for the results of each game series. For example, at the start of the Heat versus Spurs best-of-seven finals, the album posted included eight images, one for each potential result (Heat win in seven games, Spurs win in seven games, Heat win in six games, Spurs win in six games, and so on). Fans