© 2014 IBM Corporation
IBM Institute for Business Value
The synergies between Second Screen,
Social Media and Advertising ...
© 2014 IBM Corporation
IBM Institute for Business Value
Content
 Second Screen or Multiscreen?
 How can Social Media hel...
© 2014 IBM Corporation
IBM Institute for Business Value
Second screen or Multiscreen?
We are increasingly living in a mult...
© 2014 IBM Corporation
IBM Institute for Business Value
Multiscreen can be seen as the ultimate form of media convergence
...
© 2014 IBM Corporation
IBM Institute for Business Value
It becomes crucial to optimize the customer experience across all
...
© 2014 IBM Corporation
IBM Institute for Business Value
Increasing focus on the multiscreen and social experience provides...
© 2014 IBM Corporation
IBM Institute for Business Value
Media companies are increasing Social Media investments, but remai...
© 2014 IBM Corporation
IBM Institute for Business Value
More and more media companies are planning to use social media to
...
© 2014 IBM Corporation
IBM Institute for Business Value
An increasing number of media companies have started using social
...
© 2014 IBM Corporation
IBM Institute for Business Value
Influence the influencers involves finding the individuals with
si...
© 2014 IBM Corporation
IBM Institute for Business Value
Movie Name
% of
Negative
Tweets
% Fall of
Gross from
Opening
Day t...
© 2014 IBM Corporation
IBM Institute for Business Value
12
CxOs of many media companies recognize that customers already
h...
© 2014 IBM Corporation
IBM Institute for Business Value
Therefore more than half of media CxOs already collaborate with th...
© 2014 IBM Corporation
IBM Institute for Business Value
14
They believe content creation will be democratized and users wi...
© 2014 IBM Corporation
IBM Institute for Business Value
15
BRAND
RECOGNITION
REPEAT
EXPOSURE
CULTIVATING
COMMUNITIES
REACH...
© 2014 IBM Corporation
IBM Institute for Business Value
Social Media provides many opportunities and benefits for
advertis...
© 2014 IBM Corporation
IBM Institute for Business Value
The choice of the best social platform depends on a number of
fact...
© 2014 IBM Corporation
IBM Institute for Business Value
18
Video collaboration with YouTube sensation Mike Tompkins (influ...
© 2014 IBM Corporation
IBM Institute for Business Value
In the movie industry Social Media has already changed the way
mov...
© 2014 IBM Corporation
IBM Institute for Business Value
Second screen applications become increasingly popular as
companio...
© 2014 IBM Corporation
IBM Institute for Business Value
For marketers the biggest challenge is how to integrate the second...
© 2014 IBM Corporation
IBM Institute for Business Value
In the evolving multiscreen, social and consumer empowered TV
envi...
© 2014 IBM Corporation
IBM Institute for Business Value
23
Individual-centered
1. Individuals are connected
and empowered
...
© 2014 IBM Corporation
IBM Institute for Business Value
Concluding remarks
The viewing experience is changing as Companion...
© 2014 IBM Corporation
IBM Institute for Business Value
25
Thank you
Rob van den Dam
Global Communications Industry
Leader...
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The synergies between Second Screen, Social Media and Advertising Revenue

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The synergies between Second Screen, Social Media and Advertising Revenue

  1. 1. © 2014 IBM Corporation IBM Institute for Business Value The synergies between Second Screen, Social Media and Advertising Revenue Rob van den Dam Global Communications Industry Leader IBM Institute for Business Value
  2. 2. © 2014 IBM Corporation IBM Institute for Business Value Content  Second Screen or Multiscreen?  How can Social Media help media companies?  Opportunities and Challenges in Advertising on Social Media  What are advertisers looking for in Social TV and the companion Screen?  Conclusions 2
  3. 3. © 2014 IBM Corporation IBM Institute for Business Value Second screen or Multiscreen? We are increasingly living in a multiscreen world 3 Marketers, developers and media executives will need to shift their understanding of how people interact with all those screens and how it relates to their use of apps http://www.youtube.com/watch?v= aXV-yaFmQNk
  4. 4. © 2014 IBM Corporation IBM Institute for Business Value Multiscreen can be seen as the ultimate form of media convergence since content is no longer attached to a device or platform Many people now use their mobile, tablet and maybe their laptop as their first screen while the television may just be running in the background 4 Many people now use their mobile, tablet and maybe their laptop as their first screen while the television may just be running in the background
  5. 5. © 2014 IBM Corporation IBM Institute for Business Value It becomes crucial to optimize the customer experience across all screens and the Social Media that GLUE them together 5 24% 25% 25% 32% 49% 57% 74% 80%MOBILE PHONE LAPTOP / NETBOOK Desktop PC TABLET Internet-enabled TV GAME CONSOLE with Internet connection eReader OTHER (e.g. Internet- enabled Blu-ray player) 27% 28% 31% 34% 35% 45% 61% 84%Internet SEARCH SOCIAL MEDIA MOBILE APPS NEWS video clips LIVE Broadcasts MUSIC video clips GAMING TV programs/ Movies Daily access Internet ServicesMost valued internet-enabled devices 2014 IBM Global Consumer survey: 22,000 respondents in 35 countries
  6. 6. © 2014 IBM Corporation IBM Institute for Business Value Increasing focus on the multiscreen and social experience provides both opportunities and challenges for media companies and marketers 6 Social TV Companion Screen TV Social Media Smartphone, Tablet, Game Console, etc. Social TV has transformed TV from a one-way communication system to an interactive dialogue where TV watchers play an important role in co-creating the viewership experience Companion screen refers to complementing TV viewing using an app allowing users to dive deeper into the experience (showing the stats of who’s playing, diving into the characters in tv series, etc.) Synchronized Multi- screen Social TV refers to an experience where content and social interaction on companion screens are in sync with the TV screen
  7. 7. © 2014 IBM Corporation IBM Institute for Business Value Media companies are increasing Social Media investments, but remain underprepared for changes required, and uncertain about the impact 7 60% of media CxOs identify lack of a cohesive Social Media plan as one of the key challenges to implementing a digital strategy 67% of media CxOs are underprepared for the necessary cultural changes 70% of media CxOs have limited understanding of the business value they intend to obtain 76% of media CxOs are unsure about impact of social business over next three years 2013 IBM Global C-suite study: 128 media and entertainment CxOs
  8. 8. © 2014 IBM Corporation IBM Institute for Business Value More and more media companies are planning to use social media to connect to customers, employees and partners, and to spur innovation 8 Engage and listen Influence influencers Build communities Enable collaboration within the organization Enable customer interaction Enable partner interaction Capture new ideas from anyone, including consumers Enable structured innovation efforts Social Media for: Create valued customer experiences Improve internal & external collaboration Accelerate innovation
  9. 9. © 2014 IBM Corporation IBM Institute for Business Value An increasing number of media companies have started using social media to ‘listen & engage’ with customers 9 Groups Individuals Reactive Proactive Mine Conversations Crowdsource Insights Reply to Questions Influence Influencers Applying social approaches to engage customers http://www.forbes.com/sites/allenadamson/2011/02/10/how-ibm-helped-x-factor-up-its-ratings/ By capturing viewer insights from social media sources, media companies are able to gather timely feedback from viewers on television programs like 'X Factor' and 'So You Think You Can Dance'
  10. 10. © 2014 IBM Corporation IBM Institute for Business Value Influence the influencers involves finding the individuals with significant followers and target them with appropriate messaging 10 "Ted" has grossed more than $480 million worldwide thanks, in part, to its clever social media marketing campaign. @WhatTedSaid went online even before the trailer to this movie did. The “Ted” campaign was introduced by Seth MacFarlane, who has 3 million Twitter followers, and Alec Sulkin who had 450,000 http://www.youtube.com/watch?v=9fb o_pQvU7M
  11. 11. © 2014 IBM Corporation IBM Institute for Business Value Movie Name % of Negative Tweets % Fall of Gross from Opening Day to Day After Bruno 21 % -39 % The Time Traveler’s Wife 19 % -17 % District 9 7 % -11 % The Goods: Live Hard, Sell Hard 7 % -9 % Consumers now have unprecedented power to swing public opinion and to undermine investments as they comment via Social Media 11 The industry has recognized that the “Twitter Effect” has real revenue consequences “A third of social media users had seen a movie in a theater because of something they had read on a social network.” Penn Schoen & Berland and The Hollywood Reporter Super Bowl case study: Including social media content in ads resulted in more viewer engagement (more retweets) and increased the number of Twitter followers for the advertiser. The Voice case study: Contestant-level buzz during an episode (in the form of tweets and retweets) significantly correlated with the contestant’s iTunes sales for the week
  12. 12. © 2014 IBM Corporation IBM Institute for Business Value 12 CxOs of many media companies recognize that customers already have a lot of influence on their businesses Large extent Some extent Limited extent Customer clout: customer influence on the enterprise 12% 26% 61% 61% influenced to a large extent Source: IBM 2013 Global C-suite survey (Media Executive Sample) –How much influence do your customers have on your enterprise today?; “Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.” Simon Mainwaring, Founder We First
  13. 13. © 2014 IBM Corporation IBM Institute for Business Value Therefore more than half of media CxOs already collaborate with their customers, and they are eager to get even closer 13 91% 3–5 Years 52% Today “Key is a system by which the voices of users are taken in so as to help us create new services or improve.” CEO, M&E Japan 75% more 52% 91% “We need to engage, involve and manage customers on the content definition as an individual gamification.” CIO, M&E Portugal Source: IBM 2013 Global C-suite survey – How strong is your collaboration with customers? Media CxOs plan to collaborate much more extensively with customers
  14. 14. © 2014 IBM Corporation IBM Institute for Business Value 14 They believe content creation will be democratized and users will increasingly become producers, leveraging community-based skills
  15. 15. © 2014 IBM Corporation IBM Institute for Business Value 15 BRAND RECOGNITION REPEAT EXPOSURE CULTIVATING COMMUNITIES REACH, INCLUDING MOBILE INFLUENCE AND TRUST WEBSITE TRAFFIC Advertisers/ marketers & sponsors In addition, media companies are increasingly leveraging social media to promote its products and make sales cycles more effective
  16. 16. © 2014 IBM Corporation IBM Institute for Business Value Social Media provides many opportunities and benefits for advertisers and sponsors 16 BRAND RECOGNITION REPEAT EXPOSURE CULTIVATING COMMUNITIES REACH, INCLUDING MOBILE INFLUENCE AND TRUST WEBSITE TRAFFIC Building a strong brand around the company’s values, benefits and advantages Reminding people in the social network again and again, making sales cycles significantly more effective Having access to - and maintaining an ongoing dialogue with - fans and like-minded individuals Having a substantial social media audience creates a snowball effect and helps building trust Reaching audiences more effectively in more places; mobile users spend more time on social media Generating more traffic to the company website by enabling click-throughs in social media
  17. 17. © 2014 IBM Corporation IBM Institute for Business Value The choice of the best social platform depends on a number of factors, but above all on the potential for reaching the ideal audience 17 Platform selection criteria include: Ideal audience  Type of business  Objective (e.g. brand reputation, improve customer engagement)  What to share (e.g. conversations, content, events, video) It’s crucial to focus on those platforms that provides most potential to convert community members into customers or brand advocates.
  18. 18. © 2014 IBM Corporation IBM Institute for Business Value 18 Video collaboration with YouTube sensation Mike Tompkins (influencer) and fans: Universal Pictures created a cover of Nicki Minaj’s “Starships” to promote “Pitch Perfect” by inviting people to submit videos of themselves singing, and mixing them together with vocal tracks from cast and Mike Tompkins >> generated 6.8 million views on Youtube and big box office sales Having selected the most appropriate platform does not guarantee success. Everything depends on how it is used. Creativity is key here! https://www.youtube.com/watch?v=JYtYCNkR1Yo
  19. 19. © 2014 IBM Corporation IBM Institute for Business Value In the movie industry Social Media has already changed the way movies are promoted 19 Facebook Spotify Get Glue/TVTag Twitter
  20. 20. © 2014 IBM Corporation IBM Institute for Business Value Second screen applications become increasingly popular as companion of the TV screen, sport events, cinema movies, etc. 20 Second Screen features:  Supplementary information  Conversations (sharing tweets, comments, etc. about the show, event)  Gaming/voting (quizzes, etc.)  Personalized and socialized content discovery  Related advertizing  Commerce/shopping  Participation (e.g. contribute to the show and influence it)  As remote / game controller The APP http://www.youtube.com/watch?v=lKNcUiABv7E http://www.youtube.com/watch?v=CNzWkiURiO4
  21. 21. © 2014 IBM Corporation IBM Institute for Business Value For marketers the biggest challenge is how to integrate the second screen with the TV screen when it comes to an advertising campaign 21 The Second Screen can extend a message beyond the limits of the traditional 30 seconds TV spot by enabling continuous and shared engagement and spurring social chatter. Some examples:  Syncing 2nd screen adds with the TV- program  2nd screen gaming related to the TV- screen  Spurring social chatter with hashtags  Syncing TV-spots with e-commerce on 2nd screen  Rewarding TV-viewers for watching commercials  Sponsoring 2nd screen experiences http://www.youtube.com/watch?v=kL9n7w4Bvgs
  22. 22. © 2014 IBM Corporation IBM Institute for Business Value In the evolving multiscreen, social and consumer empowered TV environment Big Data and analytics will play a crucial role 22  Invested $100M to develop 26 episodes of House of Cards, outbidding HBO and AMC; brought in 2 million new U.S. subscribers in the first quarter of 2013,  Utilized behavioral data of when users watch, pause, fast-forward, rewind, and replay shows to design original programming  Expanding consumer-data driven original programming with Lylyhammer and Hemlock Grove Netflix’s debut as a producer demonstrates something how Big Data can fundamentally change the structure of an industry by shifting the balance of power  Satellite TV provider Sky Italia uses Big Data & analytics to find new insights into viewing behaviors of their customers  They create program schedules and on-demand content based on social media data that reveal which shows their customers were talking about.  The same data also allows them to run targeted marketing campaigns, delivering more effective messaging to precise customer segments. Few industries illustrate the Big Data wars better than the media business
  23. 23. © 2014 IBM Corporation IBM Institute for Business Value 23 Individual-centered 1. Individuals are connected and empowered 2. Operations and business models are transformed 3. Industry value chains are fragmented and redefined ConsumerMedia companies Content delivered my way Anytime, anywhere access Multi-screen apps and experiences Social media feedback loop Curation, customization, choice Control Power of Analytics Cloud Enablement Social media explosion Mobile revolution New technologies are impacting all aspects in the Media industry… … leading to the emergence of an individual-centered media usage New technologies are driving the redefinition of the media industry in which the control is shifted from media companies to the individual
  24. 24. © 2014 IBM Corporation IBM Institute for Business Value Concluding remarks The viewing experience is changing as Companion Screens and Social Media are turning TV viewing into a shared experience:  For consumers it means the ability to interact, to connect with content, to share experiences and to multitask seamlessly across multiple devices.  For media companies, it means that integration in communications will reach a much more mature level thanks to the mobile, seamless and multiscreen interaction in which consumers will be immersed.  For marketers, it means that ROI will improve thanks to more targeted, personalized and therefore meaningful branded experiences. 24
  25. 25. © 2014 IBM Corporation IBM Institute for Business Value 25 Thank you Rob van den Dam Global Communications Industry Leader IBM Institute for Business Value rob_vandendam@nl.ibm.com www.ibm.com/iibv
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