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Strategy and Tactics Analysis

Emmy York COM 232

Time Warner is a renowned entertainment and media company in the United States with businesses including interactive services, cable systems, filmed entertainment, television networks and publishing. Time Warner is one of the worlds largest media conglomerates, employing approximately 34,000 worldwide as of December 31, 2011. The company is structured into three reporting segments: Networks, Filmed Entertainment, and Publishing. It operates through seven divisions: America Online (AOL), Home Box Office (HBO), Turner Broadcasting System, Time Inc, New Line Cinema, and Warner Brothers Entertainment. The primary publics that Time Warner wants to target their website to are investors, the media, and potential employees. Though Time Warner Inc. communicates to its publics; most of this interaction is done through its subsidiary companies. However, the company website, press releases, and a variety of social media are also utilized. The official Twitter account of TW, twxcorp, has 5,768 followers, follows 340 Twitter users, and has 1,013 tweets. Their Facebook page has 15, 793 likes. The companys tweets and Facebook posts mostly revolve around the status of their subsidiary companies. Time Warner utilizes a Youtube channel, which has 80 subscribers and 5,953 video views. Most of the videos consist of interviews with the CEO Jeff Bewkes. The LinkedIn account for Time Warner has 28,398 followers and 13,586 employees using the service. Lastly, Time Warner Cable has a Pinterest account. The account follows 62 other users, has 169 followers, 290 pins, and 12 boards. Most of the pins are focused on their affiliates. For example, Time Warner Cable pins their movies, television networks and shows, HBO series, music, products and services, red carpet events, and philanthropy campaign. Although Time Warner Inc. has a wealth of communication strategies, there are several chief strategies that can be identified while viewing their website. Timewarner.com serves as more of a portfolio or showcase than an informational product tool for the viewer. One strategy that can be detected through the website is Time Warners exhibition of the scope of the many offerings and communication platforms it has for customers, the media, and investors. The

Strategy and Tactics Analysis

Emmy York COM 232

website displays the array of work that Time Warner has created and distributed. A second strategy is that Time Warner acts as a clearinghouse for its subsidiaries while also prioritizing them. Although Time Warner is a massive corporation, it does not want to be seen as an overpowering money-hungry corporation and therefore their communication is distributed through different branches. Lastly, the Time Warner Inc. strategy is not to sell products, it is to brand themselves as one of the largest and most successful media conglomerates. Time Warner declares their core values are Creativity, Customer Focus, Agility, Teamwork, Integrity, Diversity, and Responsibility. Along with core values, Time Warner also offers their Corporate Responsibility which emphasizes its dedication to its stockholders. Warner has implemented an abundance of tactics to make these strategies possible: Timewarner.com The website acts as a corporate museum to reach out to all of its publics. The website displays how successful Time Warners subsidiaries have been. It is more about demonstrating who they are and what they have done than pushing products or services. Press Releases Page There is about one press release published a day on the Time Warner website. These are focused on the companys subsidiaries such as HBO, Warner Brothers, TNT, and Time. They are published to demonstrate the work that Time Warner affiliates are constantly doing and to keep their public updated on advancements. Media and Identity Materials Page This page on the website that provides the annual report to stockholders; giving them the information they seek. It also has guidelines on how to use and download corporate logos, business logos, and B-roll packages. This is most likely targeted toward the media. Investor Relations Page This page consists of stock charts and quotes, recent news and upcoming events, as well as a

Strategy and Tactics Analysis

Emmy York COM 232

company description. This is to show stockholders and potential investors the success and power of Time Warner. TV Everywhere Listed on the Time Warner website as a basis to provide TV subscribers with shows, on demand, on a wide variety of devices at no extra charge. TV Everywhere is a tactic that is used to reveal how Time Warner is pursuing its initiative in the advancement of television. Shaping Trends Page

A page on the Time Warner website that provides links to articles and research studies that have proven successful for its branches.

Annual Report 2011

A 136 page document that gives its publics (specifically investors and the media) a view of a company description, the risk factors, analysis of financial conditions, and financial statements. Our Content Page

This page has a list as well as visuals of the content Time Warners affiliates have created. Within this list is a fact sheet about the company and its major highlights as well as a link to its website. The four main links are to Turner, Warner Brothers, HBO, and Time Inc.