Stephanie McMahon thinks giving back to the community is important, sometimes to a fault.
The WWE Chief Brand Officer spoke Oct. 20 at ANA Masters of Marketing conference in Orlando. McMahon talked about how the company has leveraged its content to build a loyal and massive fanbase, pointing to three keys to their marketing success - giving back, a content-first approach, and pop culture & brand integration. McMahon caused controversy last year when she tweeted that "Philanthrophy is the future of marketing."
WWE has partnerships with charitable organizations like the Boys and Girls Clubs of America, Susan G. Komen for the Cure, Make-A-Wish Foundation, and the Special Olympics, in addition to starting Connor's Cure, a charity focused on pediatric cancer.
"It's important for us to give back to the community and put smiles on our fans' faces, and create memories for them," McMahon said.
In regards to the content WWE produces, the company has that down to a science.
"You want content that's relatable, genuine, authentic and resonates with your consumer," McMahon said. "They have to have a reason to care ... If we're doing our jobs right, you become invested in our characters' tragedy and triumph."
McMahon also commented on her role / character on TV, one that differs from her actual personality.
"I wear many hats," she laughed. "I play a villain, so when I hear people booing me on TV, it's good. I love it."
With pop culture & brand integrations, they have to be authentic, McMahon said. Some examples of this are two WWE-themed reality shows on E! (Total Divas and Total Bellas), as well as celebrities making appearances on WWE programming. Jon Stewart, who's a wrestling fan, appeared at SummerSlam twice.
"These integrations have to be authentic, and Jon Stewart had a whole lot of fun with it," McMahon said.
Stephanie McMahon is currently the commissioner of Monday Night Raw, which airs on the USA Network.
