Social Media:
Going the Extra MILE
Paul Benedict
Senior Specialist, Broadcasting
The NBA’s Social
Population
455 million fans and
followers would be the
third-largest country in
the world
1.3%
Sports TV
Programming

98.7%: Non-Sports TV Programming

130 of the top 200 (65%) most
social TV programs in 2012 wer...
182%
annual growth of tweets
about TV in the U.S.

85%
People who use a second
device while watching TV

83%
of sports fan...
“

Twitter activity reaches new people and
those new people actually change [their]
behavior based on a tweet and come and...
How Do Tweets Affect TV Tune-In?
60%
48%

50%

40%
30%

29%

20%
10%
0%
Tweets Cause Ratings
Source: Nielsen.

Ratings Cau...
Impact of Tweets on TV Ratings by Genre
50%

44%

40%

30%

28%
18%

20%
10%
0%
Sports
Source: Nielsen.

Comedy

Competiti...
American Idol

The X-Factor
8:15 PM
FSPT Rating: 2.10 rtg

8:00 PM
7:56 PM
LAC lead 70-52

7:45 PM
FSPT Rating: 1.61 rtg
LAC lead 70-50

7:35 PM
LAC l...
Mentions
161,000

Brandon Knight
132,000

DeAndre Jordan

Kobe Bryant
LeBron James

46,000
31,000
Nielsen Twitter TV Ratings
“As the experience of TV viewing continues to
evolve, our TV partners have asked for one
common...
Content is Key! Go the Extra MILE!

Monitor
Innovate
Leverage
Engage
“We know going in people love to
tweet about these movies, so our
goal is to foster the conversation
and amplify it. We’ll...
“Most Social Telecast EVER on SyFy”
Number of tweets: July 12, 2013

Timeline:
8:00: Start of SHARKNADO
9:00: SHARKNADO tr...
• TV ratings up 30% vs. similar SyFy programming in „13
• TV rating jumped 33% from beginning of Sharknado to very end
Monitor – Key Takeaways
• Actively listen to what viewers/followers are saying
• Look closely for trends and themes
• Util...
Innovate
Innovate
• Most watched Shark Week in the
event‟s 26 year history
• Megalodon: The Monster Shark Lives
– Highest rated Sha...
Innovate
Innovate
Innovate
Innovate – Key Takeaways
• Cross-platform
• Pay attention to new platforms
• Communication!
Leverage
Leverage
Leverage

Event

Comments

Authors

Impressions

#IsiahLive

2,242

1,362

155.8 MM

#NateLive

3,500

2,000

140.2 MM

20...
Leverage: Twitter Takeovers
#IsiahLive
• Viewership up 188% vs. 3Q Hardwood Classics in „13
• Excluding Summer League, 2nd...
Leverage – Key Takeaways
• Utilize your assets
• Don‟t forget that your celebrities/players/broadcasters
are the stars

• ...
Engage
“Fallon’s rise to the top of late-night offers a
lesson for those expecting to make it in the
content business: If you can...
Engage – Key Takeaways
• You aren‟t the only content creators!
• Fans not only want to produce content…they‟ll do it for f...
Tweets/Percentage of Twitter Conversation
4,000,000
3,170,000

3,000,000
59%

2,000,000

1,000,000
318,000

17%

325,000

...
Content is Key! Go the Extra MILE!

Monitor
Innovate
Leverage
Engage
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
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  • -By now we should all be familiar with social media and at least most of the platforms surfacing up in sports and on television. A couple of breakthroughs in the last year– Vine, a mobile app owned by Twitter that allows users to create 6 second videos, has taken the social media world by storm. So much so in fact, that it’s already made its way onto TVs. I’ll show you a few examples in a bit.-Instagram, everyone’s favorite photo app, has also taken a stroll down the video path by allowing users to create videos of up to 15 seconds. Each of these breakthroughs has opened doors for more sharable user-created content that you guys will be able to integrate into your shows.
  • So…integration. That’s the buzz word for the next hour. Where does the NBA come into this? Well, as social media grows, so has the NBA’s vast universe. Now up to an absurd 455 million fans and followers. This figure includes all the league assets, teams, and players on Twitter, Facebook, and Instagram, Sina and Tencent (two Chinese microblogs).
  • Given the size of the NBA’s social population, it shouldn’t come as a surprise that it’s had a tremendous affect on us from a television standpoint. Check this out– of the 200 most social shows of 2012, 130 were sports telecasts. But what’s more– the NBA had 38% of these 130 sports broadcasts, more than the NFL, and double that of the Olympics. MLB and NHL didn’t even register 10% of these combined. And yet just 1.3% of television programming is sports. ***“Live sports generate approximately 50% of the entire social conversation on Twitter. 50% (study conducted by Nielsen last year)! And yet again, sports make up 1.3% of television programming.”
  • -Let’s look at some more numbers.-182% annual growth of tweets about TV in the US. We live in a society where multi-tasking isn’t the exception, it’s become the norm. The irony is that technology had for a long time been viewed as anti-social – now it’s quite the opposite. People want to share their thoughts and express their feelings socially. (Social Guide)-54%-- the chunk of traffic that goes to NBA.com and team sites that derives from mobile devices. More and more people are viewing our content via smartphones and tablets. (NBA)-85% - you’ve probably heard this stats a bunch lately– 85% of people who own a smartphone and/or tablet that watch TV while using a second device. This number was at just 68% a couple years and continues to surge. And remember as Val Camilo said last year, among our target demo…it’s closer to 100%. ***-And lastly, 83%-- percentage of sports fans who check social media while watching sports on TV. Does this number surprise you? It shouldn’t.
  • But what about people’s behavior when using multiple devices while watching TV?Andrew Somosi,CEO of SocialGuide, a company that measures real-time social TV analytics, claims “Twitter activity reaches new people and those new people actually change their behavior based on a tweet and come and tune in”. Let’s take a look.
  • So how do Tweets affect TV tune-in?Nielsen put this chart out in August based on a time-series analysis that sought to examine the causal effect that surges in Twitter volume have on TV ratings and vice versa. As you can see here, they found that there is indeed a cause-and-effect as many expected, though these figures came in even higher than most expected. How did they come to these numbers?They compared — minute-by-minute — the tweets and TV ratings for 211 prime-time live TV broadcasts including sports and award shows and 10 episodes each of 20 specific TV series during fall 2012 and spring 2013.
  • Also notice the 28% of sports “episodes” on the right that’s ratings are directly affected by Tweets. Do the math. This essentially means that approximately 24 of your 82 regular season games will see ratings shifts because of what’s going on with that second device. 24 games. That’s a lot. And for those like myself that find themselves glued to League Pass and Twitter every night, it makes total sense. But, if sports are so dominant among social engagement, why are sports significantly lower than competitive reality?
  • For starters, competitive reality is scripted. It’s much easier to plan for social engagement when you can plot out each minute of your show. But also, competitive reality shows have figured out how to properly bridge the social viewing experience. Here’s a couple examples--American Idol introduced the AT&T Idol Fan Meter this past season.Viewers participated in the tug-of-war style poll by tweeting #IdolAgree or #IdolDisagree when host Ryan Seacrest promptsa question. The corresponding bar on screen would react accordingly in real-time.The X-Factor has The Pepsi Challenge which has set the gold standard in consumer engagement by utilizing social media to enable fans to influence the actual in-show performance elements for contestants--including song choice, wardrobe, and choreography
  • But let’s shift back to the causal relationships between TV ratings and social media. We all remember this play… let me ask a question. Was anyone on social media at the time of this play but not watching the game? Were you driven to watch the game? I know I was. And I’ve got proof that I wasn’t the only one. Twitter practically explodedmms://dmmx2.nba.com/clips/0000602000_0000602211_1509kbps_1057_4797933_4852866_327_09122013_112750.wmv
  • 7:30 PM PT, Sun., March 10th. Staples Center. Pistons/Clippers. Mid 2nd qtr. Clips up 46-34. Prime Ticket 1.47 rtg at the time.7:35 PM– Boom. As the Clips go on a furious run, this happens. “This“ needs no explanation. 7:45 PM- Clips continue to pour in buckets, now lead 70-50. Rating has jumped to a 1.61. Hmm.7:56 PM – Halftime in Staples. Clips up comfortably 70-52 and Twitter is all aflutter with word spreading about “The Dunk”. It’s at this point that LeBron James tweets out his thoughts about the dunk. 10,551 retweets is about 9,000 more than he gets for an average tweet.8 PM– 4 min later: PT rtg again shows a bump, this time to 1.76. What do u know? Jordan & Knight now trending worldwide.8:15 PM – Check in 15 min later with the Clips pulling away and rtg now spiked at 2.10. So from 1.47 to a 2.10 rtg, a 43% jump in a span of 45 min despite not being an overly competitive contest. Took a sample of 5 random FSPT broadcasts and in that same 45 minute time span– an average RTG jump of 0.4%. What gives? What drove people to the telecast?
  • -Let’s take a glance at what was going viral during that 45 minute span, some really fun stuff. First we have a tremendous GIF on your top left, joking that DeAndre’s dunk sent poor Brandon Knight to a coffin.-Also had some folks tinkering with the Wikipedia pages of both Jordan and Knight, shedding some light on what exactly happened to the whereabouts of Knight on the evening of March 10th.-And then of course, the celebs, fellow players, and other famous athletes jumping into the conversation. Larry Fitzgerald of the Arizona Cardinals, one of the most socially influential NFL players, came in with this tweet-There were some fantastic MEMES as well, like this one where a young Simba from the Lion King tries to rescue Knight.-And later on that night, Brandon Knight himself jumped into the conversation with arguably the tweet of the night. 36,000 retweets. More than triple than LeBron’s.
  • DeAndre Jordan and Brandon Knight were STILL trending the next day. Jim Rome tweeted this out 21 hours AFTER the play happened. During a 15-hour stretch from 7:00 PM PT on March 10 until 10:00am on March 11, -LeBron James was mentioned 31,000 times on Twitter-Kobe Bryant 46,000 times. Oh by the way, those are our 2 biggest social players and they BOTH played games that day.-DeAndre Jordan was mentioned over 132,000 times-And get this– Brandon Knight topped DeAndre with 161,000, beating DeAndre because of that genius Tweet[Source: Topsy Pro Analytics]Truly there was something going on here. Enough so that people thought to flip TO the game based on the conversation surfacing on the ‘net.
  • So back when that play happened on March 10th, there were no daily social TV analytics that were able to truly capture the magnitude of that moment. Today? There is.Social Guide, which I mentioned earlier, is a joint venture of Nielsen and McKinsey and has been collecting data from 245 US TV networks since the spring and churning out data that measures the level to which TV engages its social audience. Here’s a snapshot of the kind of report they produce that goes out each day.
  • Their measurements include capturing conversation 3 hours before, during, and after a broadcast-and then using a program that generates a unique set of keywords and key phrases to capture the buzzNon-subscribers have access to information like this on a daily Top 10 basis across several parameters, while subscribers can access this info and a whole lot more for a monthly fee. A number of TV networks and professional and collegiate sports organizations (including some NBA teams I’ve just discovered) already subscribe to Social Guide. The NBA currently does not but we’ve had several conversations with them. Really though, what most are waiting for is…
  • Here’s a snapshot of the report that went out a couple Mondays ago. As of now, Nielsen is only publicly issuing a Weekly Top Ten, but word is before long, they’ll start delivering daily reports across a wide array of genres and demographics, similar to the reports Social Guide was producing.4 Measurements—tweets about a particular episode,the number of Twitter users tweeting about said episode,impressions (the total number of times any particular tweet about the episode was seen), andunique audience (the number of individual Twitter accounts that have seen a tweet about said episode).So really the message the Nielsen Twitter TV ratings is delivering, and one we’re pushing onto our teams and networks– you can’t simply check off the social media box anymore. We’ve seen plenty of uninspired efforts from our TV partners the last few years, but the message is as clear as day– you’re going to have ramp up your efforts. Team Marketing People are going to be paying closer attention to the quality of social content being put on our programming now.
  • -Content is key! Go the EXTRA MILE! You’re all in the content biz & very creative people. But this is new and requires going one step further… -Monitor: keep track of what’s being said with regards to everything about your product– your players, announcers, team, etc. By monitoring the situation, you’ll have a better idea of how to react and plan. -Innovate: stay abreast on new platforms and what innovations new technology presents. -Leverage: make use of your assets. Your players are your stars, figure out how to leverage them. -Engage: your fans and followers are creators, some are really talented ones. Engage them.Now…I want to show you guys some interesting things that touch on “Going the Extra MILE” that are outside of what we all normally watch. Chances are we’ve all seen the NFL, MLB, and other sports and a lot of what they’re doing to integrate SM on TV– you guys are doing a lot of the same things. So I want to take a total 180 and look about as far away from sports as I can for a bit. We’re going to focus on Monitor to start and what better way to dig in than with…SHARKNADO!Sharknado for those who don’t know…was a SyFy made-for-TV movie that came out this past July and really…requires no further explanation that its title and this ridiculous poster. Let’s take a look at the trailer.
  • Believe it or not…”that” was a social media phenomenon. A movie that Entertainment Weekly dubbed, “a shamelessly brainless 90 minutes”. Yet for all the brainless-ness about Sharknado, the whole concept was rather…brilliant.So what was the master plan of Sharknado other than creating a storyline so ridiculous that millions of people, couldn’t stop talking about it for almost 3 weeks this past July? Really…not a whole lot. SyFy took to SM to engage the audience and as Craig Engler says, “showed them that they’re playing along.” They knew they could create a buzz and their goal was to monitor it…and then find ways to amplify it. Everyone that was part of Sharknado was on board and the results showed.
  • -Sharknado was the most social telecast EVER on SyFy, destroying the competition on the night of its premiere on July 12.-Look at the timeline. -8 PM. Start of Sharknado. -9 PM Sharknado trending. -10 PM – Sharknado ends. Sharknado still trending. -11 PM Sharknado…still trending. -12 AM Sharknado…STILL trending, 2 hours AFTER the movie is over.-This is what happens when you have Twitter celebs like Will Wheaton and Damon Lindelof live tweeting the movie (free of cost) and dozens of celebrities like Mia Farrow, Dane Cook, and Erin Andrews jumping into the conversation.
  • Best part for SyFy was…the conversation wasn’t over, not by a longshot, after the movie ended. You had celebs still tweeting, the Mayor of Los Angeles (Eric Garcetti) tweeting about the movie the next day and SyFy then quickly throwing out a great tweet only 9 minutes after to play right to the mayor’s tweet. See the little Sharknado forecast there..
  • …heck, you even had ESPN getting in on it. …Of course, you had the Sharks biting right back.
  • But that’s not the all of it. Ratings…were up! They jumped 30% from similar SyFy programming this year and shot up 33% from the beginning of the movie until the end. The encore airing a week later saw a TV ratings jump of 36% from the premiere! This caused SyFy to scramble and schedule a Shark Marathon a week after the encore. This included such programming as---Ghost Shark, Sand Sharks, Sharktopus, SuperShark, and of course concluded with a second encore of Sharknado. This time? A bump up of 26% from the initial encore airing. And now they’re already developing a sequel set to take place in NYC and premiere next July. SyFy already held a contest on Twitter to determine the title of the sequel. The winner? Sharknado 2: The Second One. Unbelievably, that beat out the likes of Chew York, Chew York and The Wrath Of Sharka Khan
  • What can we take away from Sharknado in terms of monitoring?-Actively listen to what viewers and followers are saying. SM conversation that takes place during your games IS the buzz. Think about what the definition of “buzz” was 10 years ago. It was reading the morning newspaper, or listening to sportsradio the day after a game, or watching SportsCenter or scouring through your blogs’ comment sections. Now? It’s instantaneous. Follow your fans. Capture the conversation and curate it. You never know when you’re going to have your DeAndre play. Be ready for it. Really only difference between what happened with the DeAndre Dunk and Sharknado…was that SyFy actually planned for Sharknado. While you can attempt to create some of your buzz…really, your focus should be on curating it when you get that DeAndre moment. Can you guys imagine what Twitter would have been like had it been in full gear during Kobe’s 81 point game? I mean…talk about a sports moment that happened about 3 years too early.-Look closely for trends and themes. This will help you figure out when to integrate and often help steer your broadcast. We’ll see a good example of how one team does this a little later. -And utilize this data to create storylines for your games or steer conversation with your announcers. Your fans have a voice. Listen to it. Monitor it.
  • Now let’s move on, but why don’t we stick with the Shark theme since another very intriguing social case study took place this summer with Discovery Channel’s Shark Week. The theme here…innovation.
  • Before we get to specifics on what Shark Week did that was so innovative, check out some #s that showcase their success. -This was THE most watched Shark Week in the event’s 26 year history. Shark Week’s premiere show…a mockumentary entitled “Megalodon: The Monster Shark Lives” which drew some terrible reviews…scored the highest rating of any Shark Week program ever– a 3.4(Some buzz on this came from a Facebook contest that Discovery held asking fans to vote for what they wanted this mechanical Megalodon to eat next– everything from lawn chairs, to a giant bag of Doritos, to a life size Justin Bieber doll.)-10 million Facebook interactions during the week with #SharkWeek being the top hashtag on Twitter and Facebook-2.6 million Tweets during the week, up 63% from a year agoSo what gives? Why was this year’s #SharkWeek such a smashing success? Well, let’s see how they kicked off a promotional campaign that drew a ton of buzz…
  • Well, they kicked things off about 2 months in advance with an outstanding promotional campaign. Let’s take a look…SNUFFY CLIP
  • The promo grabs you, right? And of course it set off a shockwave in social media. From Facebook where they set up a Save Snuffy page that included such innovative things like a Vine contest that would determine a new ending for Snuffy……to some unexpected publicity from an uproar by animal rights protesters that Discovery actually punctuated on with a silly Twitter contest……to a really witty Snuffy the Seal Twitter feed that developed a solid followingThese were all creative, fun ways across several different platforms that helped build on a successful promotional campaign heading into Shark Week
  • And then when we got to Shark Week, Discovery did a number of really interesting things. So I picked out one new element they did during their late night Shark After Dark show. This was one of the first integrations of Vine on live TV. Take a look… ROLL CLIPWhether you think it’s funny or not, the push for Vine was a success and a key reason why #SharkAfterDark was trending every night during Shark Week.****It’s time to start thinking about how you can integrate Vines– maybe a fan crowd pump prior to tip, or dropping in a fan’s version of a famous live call like “It’s a Tommy Point!’. We’re at that point, and proof is that advertisers are already starting to buy in—(rules and regulations on using Vine)
  • Discovery had deals with Volkswagen and Tide as you see here. And in sports, the NFL has already aired similar Vines from Dunkin Donuts and Trident these past couple weeks– sort of like “billboards”. Don’t think we’re too far away from seeing them being used as in-game sponsored elements.
  • -Part of the battle isn’t just figuring out what great content is, but also how to cross-platform it. What might work on your shows that could get picked up by your team site? What might be something your Twitter people would want to put out? What’s something someone might rip and post on YouTube? One way to do this– theme your broadcasts. Between Noche Latina, Chinese New Year, and Hardwood Classics, there are already a ton built in. But pay attention to birthdays, anniversaries, even random theme days– (check day– www.daysoftheyear.com). Messaging should be consistent on all platforms and this is one way to harness that.-Technology is ever changing. Common belief is that the 10 or so platforms I laid out in my initial slide are the ONLY 10…but there are 10 new ones being rolled out everyday and it’s anyone’s guess what will eventually take off like Vine has the last half year. -Like with everything, communication is key. But especially when it comes to innovation. Chat up your interactive folks, brainstorm with your marketing people– was at the Game Presentation workshop last month, those folks are extremely creative people, see what they’re up to. You never know where a great new idea may come from.
  • Now I’d like to take a step away from sharks if I may and reel this back into sports as we discuss Leveraging. In the last month NBA TV nailed a very popular way of leveraging with their Isiah Thomas and Nate Robinson Twitter Takeovers. For those unfamiliar, a Twitter Takeover is when you allow someone with some Klout, in this case Isiah Thomas and Nate Robinson--- to take over your Twitter Feed. So Isiah Thomas was tweeting from the @NBATV Twitter account. So let’s focus on Isiah Thomas for now. Take yourself back to June 19, 1988. Game 6 of the NBA Finals at the The Forum. You guys remember that game? Absolute classic. Isiah goes off for 25 points in the 3rd on ONE ankle as the Pistons gun for their first NBA title. Now imagine being a fan and having a conversation with Isiah about the game, and about 50 other NBA players and writers as well as millions of superfans. That’s pretty much what happened on August 27th on both NBA TV and Twitter. Let’s take a look.
  • Play clip
  • (Anyone notice Isiah’s typo in that clip? Lesson to all– teach your subjects how to use spell check!)As I said, the stunt caused a lot ofbuzz on social media with tons of players, writers, and fans jumping into the conversation. At least for me, watching the game was cool enough, but following along with the conversation made it extra cool. Only three weeks later piggybacking on the success of #IsiahLive, NBA TV brought in Nate Robinson to live tweet his absurd Game 4 from last year’s Playoffs vs. Brooklyn. Nate for those who don’t know, is very active on Twitter– especially Instagram, and NBA TV wisely punctuated by dropping in a couple Instagram videos. To my knowledge, this is the first I’ve seen of Instagram video used in sports television.
  • So just how successful was #IsiahLive and #NateLive? Check out the amount of comments and authors compared to the average 2013 Hardwood Classics from this year. Astounding. Not only that, look at the social impressions vs. an NBA TV regular season game, more than double.But also take note of the much higher numbers in comments and authors for a regular season game. Reason why impressions were lower– your average game doesn’t have the likes of Baron Davis, J.A. Adande, Doug E. Fresh, and Dennis Scott tweeting back and forth about it like #IsiahLive and #NateLive did. When high influencers get in on the act, the conversation gains magnitude, thus an extremely high amount of impressions. Also worth noting NBA TV first did a Twitter Takeover last year for Kobe’s 81 point game. This was the most socially engaging telecast they had in 2012 that was NOT an NBA game.
  • And from the television side, -#IsiahLive viewership up 188% vs. 3Q Hardwood Classics in ‘13 -2nd most watched program on NBA TV this summer excluding Summer League -4th most watched Hardwood Classic telecast EVER on NBA TV#NateLive--- Compared to average of previous airings for this game (11 total telecasts): Total Viewers: +55% (33,000 average)Twitter Takeovers have proven to be very successful for Turner. They did a Kobe version last year during his 81 point game that did also did very well. Have also done thers like with The Rock, Skylar Diggins, Damian Lillard, and Mike Tyson have all helped create buzz on social media. -I know some teams have engaged in this strategy. The Knicks plan to do a Twitter Takeover Day with Raymond Felton where they’ll show his best Knicks games, a couple UNC games, and his McDonald’s High School All-American Game. There are plenty of opportunities for you guys to do the same.
  • So what can #IsiahLive and #NateLive teach us about Twitter…?-Utilize your assets. I can’t stress this enough. -Let me give you a stat. Per Klout, of the 50 most influential athletes on social media, 12 are either current or former NBA players, including LeBron who is #1. That’s the most of any sport. NFL is the only one with even half that. What’s more– 5 of those 12 are either current or former Lakers (I won’t count Dwight and apologies on behalf of the NBA, I won’t count Chris Paul either). 5! No other sports franchise has more than 2!-Your players are the stars. Your legends are stars. And your celebrity fans are stars. Leverage them. Enlist them as creatively and effectively as you can. -Encourage them to participate and that if they do, not only will you benefit, but so will they.
  • Moving right along, let’s talk about Engaging your audience.The late night talk show landscape has changed drastically over the last few years and it’s almost entirely because of the evolution of social media. Jimmy Fallon has seen increased ratings thanks to engaging viewers and fans while others like Letterman and Leno have either lost viewership or even worse, lost their entire shows because they did not adapt.
  • Take a lookFallon - Regularly produces content on Twitter, Instagram, YouTube, and constantly engages viewers on his show. By the way, that’s more followers than LeBron has.Leno – lost his job to Fallon because he wasn’t considered social enough. Has tried to take to it with his fans during is last days, but it’s too late. NBC has announced Fallon will replace Leno right after the Winter Olympics next year.Letterman – 0 followers. Hasn’t jumped on Twitter. And unfortunately, Fallon is actually doubling Letterman in ratings these days and this is a big reason why. As we’ve said “adapt…or…die”As Forbes was quoted, ““Fallon’s rise to the top of late-night offers a lesson for those expecting to make it in the content business: If you can’t find ways to engage people in program creation, you might be dismissed in favor of someone who can.”
  • So how is Fallon getting fans to engage? He’s playing along, and he’s asking for their help. A lot of you have probably seen the YouTube video on the right that went viral within hours of him and Michelle Obama doing numerous “Evolution of Mom” dancing videos. 16 million views is Bieber territory.He also parodied Game of Thrones with his Game of Desks stunt. Much of this went through instagram where he created a slew of behind-the-scenes photos before sprinkling in some fantastic content before actually debuting the sketch on his show which was one of his highest rated ever.And for Video Game Week this summer, he asked his fans to create videos of themselves playing video games with their Moms. Real key here is he’s not limiting himself to his TV air time, but he’s cross-platforming and being very active on other mediums.
  • My favorite Fallon example some of you may have seen. I’ll let Jimmy himself explain what the hashtag game is since he does such a good job. Sit back and enjoy.
  • So what can we learn from this?-You aren’t the only content creators! Look out for your fans. See what they’re producing FOR YOU! Everyone wants to see and BE seen!-Best part of fan content– they work for free! And a lot of them are talented. Social Media is fun…it’s fun to be your own writer, your own photographer, your own video producer. People put time into this because they enjoy it.-It’s a collective effort. Interact with them and they’ll interact back. Hashtags specifically are a great way to stir conversation and you can bring them to your broadcasts. Who knows what #TBT is? Throwback Thursday. It’s an IMMENSELY popular hashtag that tons of your players use every Thursday. How about integrating this to your show? Or did you know today is Comic Book day? Don’t you think yoThe bottom line…if you engage your fans and do things like throw hashtags at them…they’ll sink their teeth into it. Now, speaking of sinking teeth into things. It’s no accident I went with the #SharkRap version of Fallon’s Hashtag game. Could have chosen from some much funnier ones, but I wanted that one specifically. I wanted to bring back sharks because…sharks…dominated social media this summer. Not an event, not a person, not a sport, not baseball….but sharks. A species of fish…dominated social media headlines this summer.
  • …well, it’s now NBA season and guess what? Shark season…is nothing compared to NBA season. The size of the Shark Social Population pales in comparison to the size of the NBA’s 445 million Social Population. Check this out…At its prime, Sharknado on the night of its debut----318,000 tweets and 17% of the Twitter conversarionMegalodon, the highest rated Shark Week program of all-time—-325,000 tweets and 11% of the Twitter conversationThe NBA Finals….-an average of over 3 million tweets and 59% of the Twitter conversation-Game 6 alone generated more than 8 million tweets and a just ridiculous 75% of Twitter convo…
  • There will be opportunities for you to pounce, and you have to be ready. Again, Content is KEY! Go the Extra Mile! Monitor, Innovate, Leverage, and Engage. And with that, I’d like to call up some of you who are already practicing this effectively. Would… -Joel Blank of the Houston Rockets -Bob Adlhoch of the Phoenix Suns -Jared Stacy with Time Warner Sports to talk Lakers -…and Jason Jackson of the Heat please join me on stage to talk about what they’re doing that works with social media.JOEL BLANKThought this was a good example of one way to “monitor” social media during your broadcasts. Instead of just a sideline reporter, you deployed a social media reporter who was tasked to follow the social buzz during games. Did you find this role to be effective for you?2) (assuming you have already brought up how Howard Chen won’t be back, but the role itself will be)—What sorts of things do you plan to do differently this year with that role? Any new ideas?BOB ADLHOCHThe Suns have been hailed as one of the more innovative teams on the interactive side for years and we’ve seen that innovation find its way into your broadcasts, these two clips being examples. Can you tell us about how these ideas came about and whether they were successful for you?2) (obviously I might adlib here depending on your response to Question #1) What new social ideas or plans can you share with the room this year that the Suns have up their sleeves? JARED STACYThis is a simple, but really fun element. Obviously the key here was finding a clever way to leverage Kobe’s stardom. What other ways have you or do you plan to leverage Kobe, and your other social media stars Metta and Pau?2) #LakeShow for those that don’t know, was a 30 minute daily social media show that aired on Time Warner. How do you think that show did in its first year and what do you expect for it this coming season?JASON JACKSON/TED BALLARDYou and the Heat do a great job of engaging your audience. Both examples show different, but effective ways of bringing them in to be a part of your show. What’s your approach with these elements? What’s the process that goes into it?2) Both elements are part of your Facebook Friday as is the Video Bomb Twitter Poll we saw yesterday (nominated for Best Use of Social Media). I know this has been really successful for you guys as Valerie Camilo (TMBO presentation brings this up on Thursday) showed yesterday. Can you talk some more about this and also what plans you have for the season? (Think what we do here is plant a mic with Ted and Jason you call on him for some support as you please)
  • Social media going the_extra_mile final 10.31.13

    1. 1. Social Media: Going the Extra MILE Paul Benedict Senior Specialist, Broadcasting
    2. 2. The NBA’s Social Population 455 million fans and followers would be the third-largest country in the world
    3. 3. 1.3% Sports TV Programming 98.7%: Non-Sports TV Programming 130 of the top 200 (65%) most social TV programs in 2012 were sports telecasts Source: Bluefin Labs 50 of those 130 sports telecasts (38%) were NBA games
    4. 4. 182% annual growth of tweets about TV in the U.S. 85% People who use a second device while watching TV 83% of sports fans who check social media while watching sports on TV 54% Of all traffic to NBA.com and team sites is mobile
    5. 5. “ Twitter activity reaches new people and those new people actually change [their] behavior based on a tweet and come and tune in. ” ― Andrew Somosi CEO
    6. 6. How Do Tweets Affect TV Tune-In? 60% 48% 50% 40% 30% 29% 20% 10% 0% Tweets Cause Ratings Source: Nielsen. Ratings Cause Tweets % of Episode Instances
    7. 7. Impact of Tweets on TV Ratings by Genre 50% 44% 40% 30% 28% 18% 20% 10% 0% Sports Source: Nielsen. Comedy Competitive Reality % of Episodes Where Tweets Caused Ratings
    8. 8. American Idol The X-Factor
    9. 9. 8:15 PM FSPT Rating: 2.10 rtg 8:00 PM 7:56 PM LAC lead 70-52 7:45 PM FSPT Rating: 1.61 rtg LAC lead 70-50 7:35 PM LAC lead 57-36 7:30 PM FSPT Rating: 1.47 rtg LAC lead 46-34 FSPT Rating: 1.76 rtg LAC lead 70-52 LA lead 82-55
    10. 10. Mentions 161,000 Brandon Knight 132,000 DeAndre Jordan Kobe Bryant LeBron James 46,000 31,000
    11. 11. Nielsen Twitter TV Ratings “As the experience of TV viewing continues to evolve, our TV partners have asked for one common benchmark from which to measure engagement of their programming. This new metric is intended to answer that request, and act as a complement and companion to the Nielsen TV ratings.” ―Chloe Sladden Vice President of Media
    12. 12. Content is Key! Go the Extra MILE! Monitor Innovate Leverage Engage
    13. 13. “We know going in people love to tweet about these movies, so our goal is to foster the conversation and amplify it. We’ll retweet fun posts from our viewers, which the fans LOVE. Gives them their 15 minutes of fame and shows them we’re listening and playing along.” ―Craig Engler, Senior VP of Digital
    14. 14. “Most Social Telecast EVER on SyFy” Number of tweets: July 12, 2013 Timeline: 8:00: Start of SHARKNADO 9:00: SHARKNADO trending 10:00: End of SHARKNADO -SHARKNADO still trending 11:00: SHARKNADO still trending 12:00: SHARKNADO still trending!!! 400,000 318,232 300,000 200,000 161,387 182,795 81,492 100,000 43,079 0 Girl Code TOR vs. IND KC vs. NYY Big Brother SHARKNADO
    15. 15. • TV ratings up 30% vs. similar SyFy programming in „13 • TV rating jumped 33% from beginning of Sharknado to very end
    16. 16. Monitor – Key Takeaways • Actively listen to what viewers/followers are saying • Look closely for trends and themes • Utilize data to create storylines and content that caters to fans
    17. 17. Innovate
    18. 18. Innovate • Most watched Shark Week in the event‟s 26 year history • Megalodon: The Monster Shark Lives – Highest rated Shark Week program ever (3.4) • 10 million 8/4 – 8/10 interactions from • #SharkWeek #1 hashtag on and • 2.6 million Tweets during the week – Up 63% over 2012 The “Real” Megalodon
    19. 19. Innovate
    20. 20. Innovate
    21. 21. Innovate
    22. 22. Innovate – Key Takeaways • Cross-platform • Pay attention to new platforms • Communication!
    23. 23. Leverage
    24. 24. Leverage
    25. 25. Leverage Event Comments Authors Impressions #IsiahLive 2,242 1,362 155.8 MM #NateLive 3,500 2,000 140.2 MM 2013 Hardwood Classics Avg 25 17 628,000 NBA TV Regular Season Game Avg 70,729 41,805 76.3 MM
    26. 26. Leverage: Twitter Takeovers #IsiahLive • Viewership up 188% vs. 3Q Hardwood Classics in „13 • Excluding Summer League, 2nd most watched program on NBA TV this summer • 4th most watched Hardwood Classic telecast ever on NBA TV #NateLive • Total viewership up 55% from the 11 previous airings of this game
    27. 27. Leverage – Key Takeaways • Utilize your assets • Don‟t forget that your celebrities/players/broadcasters are the stars • Encourage participation
    28. 28. Engage
    29. 29. “Fallon’s rise to the top of late-night offers a lesson for those expecting to make it in the content business: If you can’t find ways to engage people in program creation, you might be dismissed in favor of someone who can.” Engage ― 10,534,197 Followers 621,910 Followers 0 Followers
    30. 30. Engage – Key Takeaways • You aren‟t the only content creators! • Fans not only want to produce content…they‟ll do it for free! • It‟s a collective effort
    31. 31. Tweets/Percentage of Twitter Conversation 4,000,000 3,170,000 3,000,000 59% 2,000,000 1,000,000 318,000 17% 325,000 11% 0 Sharknado Megalodon NBA Finals Average
    32. 32. Content is Key! Go the Extra MILE! Monitor Innovate Leverage Engage

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