the real time social experience

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AllTwitter Marketing Conference, June 4, 2013
#alltwitterconf

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  • Talk about Real Time - the new expectation and necessity Talk about Performance - increased ratings, higher sponsorship dollars, greater social reach, increased participation Talk about Brand Experiences - anything you control the message on
  • This technology allows you to drive social participation that impacts various performance metrics
  • Trends you will see throughout all of these is a shift from consumption and community building to participation, sharing and interaction. Also, a discovery engine. Cross platform - all owned assets
  • Brands want to be part of social experiences - content is created by advocates, it is authentic, and is prolific. Wallets are shifting as brands ask for these types of experiences. Twitter ’ s acquisition of Bluefin was to bring Twitter sales into the conversation around linking commercials to the shows that people are talking about. Brands can optimize their sponsorship dollars by investing in social sponsorships for events like the Olympics. Likewise, events can sell compelling sponsorship opportunities to brands, offsetting production & marketing expenses. What does it mean for a sponsor to be part of a social experience? It can mean a variety of things – having your brand on a social experience, like in the AT&T example to follow. Or you can integrate your brand more organically into the conversation, aligning it to something that matches up with your brand identify, as we ’ ll see with Girls & Urban Outfitters. Brands recognize they need to “ fish where the fish are ” , so they are shifting their wallet share from traditional sponsorships to social sponsorships. This is largely what is behind Twitter ’ s aquisition of Bluefin and MR ’ s unique insight: Brands can optimize their sponsorship dollars by investing in social sponsorships for events like the Olympics. Likewise, events can sell compelling sponsorship opportunities to brands, offsetting production & marketing expenses. What does it mean for a sponsor to be part of a social experience? It can mean a variety of things – having your brand on a social experience, like in the AT&T example to follow. Or you can integrate your brand more organically into the conversation, aligning it to something that matches up with your brand identify, as we ’ ll see with Girls & Urban Outfitters.
  • Capitalize on last year ’ s success - share those metrics. In order to bring the audience into the show experience and drive greater viewership and increased social buzz, American Idol developed an interactive social experience with the broadcast production Fans were asked “ Do you agree with the judges tonight? ” , in which they responded #IdolAgree or #IdolDisagree in real time The aggregated content displayed real-time results depicting their overall sentiment of the judges ’ assessments of the contestants This online tug-of-war excited viewers and encouraged them to tune in live so they could participate and have their voice be heard Interactive and innovative integration of social media fostered viewer engagement and spurred second screen fan participation in the experience With both online and on-air executions, FOX leveraged this American Idol experience across multiple digital touch-points to reach audiences through every available avenue RESULTS Of the total, overall volume of Tweets around American Idol during the featured week, an impressive 27% contained one of two voting hashtags (#IdolAgree or #IdolDisagree) that were used within the Mass Relevance visualization, sponsored by AT&T. A spike in social activity followed every on-air call to action. Over 100,000 total Tweets in one night revealed an increase in social conversation with the integration of interactive social elements.
  • Urban Outfitters ’ core demographic are urban, young consumers. What better show than HBO’s Girls to partner with. Win free rent for a year - but they are generating content that promotes the brand as well as the show - win win for everyone. To spark awareness and engagement for the show Girls, HBO partnered with Urban Outfitters to activate fans to amplify content about the brand and the show. People who Tweeted a photo or submitted an image via Instagram with the hashtag #UOXGIRLS were entered to win a free year of rent in NYC. Curated submissions were displayed as a photo-wall to attract new visitors and increase participation. Great sponsorship fit because they target the same consumer demographic & profile.
  • I hear over and over again from media companies that they want to weave information and data from the social conversation and data into the overall story. This could be about sports, news, celebrity - you name it. The challenge is that this can ’ t distract or take away from the experience that viewers have come to know and love. It has to enhance the experience by bringing in the organic voice of the audience to tell a more compelling story.
  • CNN wanted to display the real-time number of people talking about President Barack Obama, Vice President Joe Biden, Mitt Romney and Paul Ryan on Facebook. CNN was able to display dynamic, real-time charts and visualizations using Facebook Insights to gauge trends and activity surrounding the election and candidates. CNN used the tool, which also allows people to view data by geography and demography, during their coverage of the presidential election.
  • Slice and dice the conversation - the anchors could dig into this information, but so could users.
  • Each awards show E! deploys a Mass Relevance Heat Gauge to showcase the most talked about celebs on the red carpet. Visitors can also join the conversation and amplify content, bringing new visitors to the site. This year Volkswagen sponsored the social experience to associate their brand with the premium of design and fashion tied to the Grammy ’s. Facilitating the experience and showcasing unique Tweets increased awareness and reach amongst visitors. It organizes the real-time conversation about something you ’re a already watching to give you greater insight around community for the event. Drives participation because people want to be “stars” and see themselves on TV. Also gives the network fresh content to share in broadcast. Especially E! – the red carpet is 6+ hours long, this gives them interesting content to share throughout the show.
  • touched on this some - but showcasing the real time conversation only drives more participation. X Factor numbers, Univison Forcing people to tune in live Intersport - Live because of Social
  • Discovery Communications, home to Discovery Channel, TLC, Animal Planet and numerous other networks, wanted to superserve fans by providing them with deeper opportunities to interact with their programming in real time while also putting the spotlight on their audience and talent. Discovery Channel: After the Catch , Amish Mafia , The Bait , Chopper Live , Fast ‘ N Loud , Gold Rush , Gold Rush Live , Moonshiners and Shark Week TLC: Craft Wars , Four Weddings and Next Great Baker . In 2012, Discovery Communications delivered 25 hours of live, on-air social integrations (across Discovery Channel and TLC), with Shark Week accounting for 10 hours alone across five nights. Additionally, they see a 9x increase in social activity around shows with on-air Tweets. During Shark Week, Discovery Channel featured a Shark Week Twitter Frenzy on air, showcasing fan Tweets from 8-10PM each day, for 10 total hours of fan-fueled TV . Their efforts on air and on social media resulted in a 30% share of all Twitter conversation around TV that week, surpassing the Olympics closing ceremony (Source: Trendrr) and the most social Shark Week ever. The network plans to quadruple the volume of on-air integrations this year, with a target of 100 hours of live Tweets on-air . Discovery Communications, home to Discovery Channel, TLC, Animal Planet and numerous other networks, wanted to superserve fans by providing them with deeper opportunities to interact with their programming in real time while also putting the spotlight on their audience and talent. After their first live, on-air social integration in April 2010, they embarked to find a long-term solution to integrate into their broadcast chain allowing them to produce events more frequently and efficiently. In 2012, Discovery Communications delivered 25 hours of live, on-air social integrations (across Discovery Channel and TLC), with Shark Week accounting for 10 hours alone across five nights They network found that shows woith on-air Tweets are 3x more likely to be DVR'd , and they see a 30% increase in viewing on those repeats. Additionally, they see a 9x increase in social activity around shows with on-air Tweets. During Shark Week, Discovery Channel featured a Shark Week Twitter Frenzy on air, showcasing fan Tweets from 8-10PM each day, for 10 total hours of fan-fueled TV . Their efforts on air and on social media resulted in a 30% share of all Twitter conversation around TV that week, surpassing the Olympics closing ceremony (Source: Trendrr) and the most social Shark Week ever. The network plans to quadruple the volume of on-air integrations this year, with a target of 100 hours of live Tweets on-air . Discovery Communications has delivered live, on-air social integrations over the past year for 12 shows and specials. Discovery Channel: After the Catch , Amish Mafia , The Bait , Chopper Live , Fast ‘ N Loud , Gold Rush , Gold Rush Live , Moonshiners and Shark Week TLC: Craft Wars , Four Weddings and Next Great Baker .
  • USA Today integrates social content with their website, creating a more interactive viewer experience. Oklahoma Marriage Equality State of Union Inauguration More than consumption - it drives participation.
  • GameTrailers.com also used our platform for the Xbox launch. They covered the launch live, and created ‘ ask GT ’ and ‘ top Tweet ’ interfaces to interact with viewers around the launch. Again - not just about consumption, but about participation. Q&A, Highly retweeted content, influencers, etc.
  • Advancements in technology have disrupted the market, putting consumers in control of brands. Consumers today have greater access to brand information than ever before. They expect brands to react and respond to them in real-time. Brands that do this well earn consume trust & loyalty. They also earn industry accolades, as evidenced by Oreo ’ s reaction to the Superbowl blackout with a timely – and relevant – Twitter ad . Our unique insight: The MR platform allows brands to deploy engaging social experiences quickly, so they can react to consumer sentiment promptly.
  • FTU - required participation, showcased good brand content; Authentic messaging from social customer base; Twitter promoted products Metrics With over 40,000 #InHollister T-shirt Tweets, Hollister successfully drove over 600% increase in mentions Throughout the period of the live social experience, Hollister mentions on Twitter totaled 90,0000 Tweets, a 435% increase in mentions from the same month in the previous year The s ocial experience garnered an overall positive reaction, with only 2% of Tweets containing negative sentiment Revealing an extremely successful promotion, Hollister ’ s site sales increased by 45% from the average day Over 44% of the total sales volume was driven by the promotional product, with 77% of female orders and 85% of male orders containing a promotional product Exhibiting tremendous sales, Hollister sold through 98% of their inventory Campaign/Project Objectives A “ Flock to Unlock ” experience encouraged fans to Tweet with the hashtag #InHollister in order to activate the special, promotional deal Wanted to create a shared experience that the Hollister community could access and experience socially Motivated to Tweet because the e xperience necessitated participation , Hollister fans generated high volumes of social chatter, shared their brand affinity, and boosted brand reach When the social experience unlocked the promotional deal, consumers Tweeted in excitement, further amplifying buzz, and in turn, increasing customer acquisition and purchase intent Sparked authentic word-of-mouth content by motivating and rewarding social participation around the brand A progress bar on the website tracked the volume of Tweets so that consumers could follow the social volume garnered. Further amplifying word-of-mouth content, Hollister streamed social, earned content onto their website. This curated conversation both appealed to their target audience and fueled additional engagement and participation with their brand To more effectively make the most of their media resources, Hollister invested in Twitter promoted hashtags to increase campaign exposure. By using the hashtag to drive consumers to the Flock-to-Unlock, hosted within their owned media property, the brand successfully leveraged paid media to produce relevant earned media With a target audience of socially-saavy consumers, Hollister knew that the best way to promote their special deal was to meet consumers on their favorite platforms. Leveraging Twitter and Facebook, Hollister wanted to build an engaging, interactive, and participatory social component into their campaign to promote a special deal. Hollister realized that by garnering word-of-mouth content, they could tap into powerful brand advocacy.   Background In hopes of fueling participation, social sharing, and traffic to their ecommerce site, Hollister partnered with Mass Relevance to architect a Flock-to-Unlock experience Hollister understood that by adding a gamification component to their promotion, they could incentivize social participation and social sharing  
  • VS wanted to Build Fan Anticipation and Event Momentum Leading up to the most anticipated live event of the year, Victoria ’s Secret wanted to deploy a strategy that would build fan anticipation and invite consumers to be part of the experience. The Fashion Show Buzz Page incorporated multiple real-time visualizations from the Mass Relevance Product Studio to showcase social conversations about Victoria ’s Secret models, musical guests, and most anticipated moments. They saw over 1.7 million Tweets for the hashtag #VSFashionShow, including Tweets from models, celebrities and musical guests.
  • To generate awareness and buzz, the brand utilized the hashtag #freeconeday to organize and re-display real-time conversations taking place in Instagram and Twitter. A campaign microsite hosted curated conversations and Tweet powered polls to spread word of mouth about the event.  From within the social experience built by Mass Relevance, there was a 48% retweet rate , demonstrating high engagement that amplified content about the event. The promoted hashtag, #freeconeday, had a social reach of 723,339,624, generating brand exposure globally (that's about 10% of the world's population)! The social conversation quickly resonated across the United States with #freeconeday trending in 48 cities on Twitter . The most excitement came from Minneapolis where the #freeconeday conversation trended for over 8 hours. 
  • Talk about Real Time Talk about Performance Talk about Brand Experiences Performance can mean many things - increased ratings, higher sponsorship dollars, greater social reach, increased participation
  • the real time social experience

    1. 1. THE REAL-TIME SOCIALEXPERIENCE:ENTERTAINMENT, MEDIA, ANDPUBLISHING IN THE AGE OFTWITTER
    2. 2. THE SOCIAL MATURITY CURVE
    3. 3. CONVERGED MEDIA
    4. 4. THE CHALLENGEHOW DO I LEVERAGE THE POWER OF REAL TIMESOCIAL PARTICIPATION TO IMPROVE THEPERFORMANCE OF MY BRAND EXPERIENCES?
    5. 5. 1. OPTIMIZE SPONSORSHIP INVESTMENTS WITH SOCIALENGAGEMENT2. IMPROVE STORYTELLING WITH ENGAGING CONTENT3. KEEP UP WITH A REAL-TIME AUDIENCE USING REAL-TIME SOCIAL CONTENT4. ARCHITECT NEW EXPERIENCES TO ENGAGEAUDIENCESTHE SOLUTIONS
    6. 6. Optimize sponsorship investmentswith social engagement
    7. 7. Improve storytelling withengaging content
    8. 8. 16
    9. 9. Keep up with a real-time audiencewith real-time social integrations
    10. 10. Architect new experiences toengage audiences
    11. 11. THE CHALLENGEHOW DO I LEVERAGE THE POWER OF REAL TIMESOCIAL PARTICIPATION TO IMPROVE THEPERFORMANCE OF MY BRAND EXPERIENCES?
    12. 12. 1. OPTIMIZE SPONSORSHIP INVESTMENTS WITH SOCIALENGAGEMENT2. IMPROVE STORYTELLING WITH ENGAGING CONTENT3. KEEP UP WITH A REAL-TIME AUDIENCE USING REAL-TIME SOCIAL CONTENT4. ARCHITECT NEW EXPERIENCES TO ENGAGEAUDIENCESTHE SOLUTIONS
    13. 13. QUESTIONS?WWW.MASSRELEVANCE.COMJOSH@MASSRELEVANCE.COM@JOSHRICKEL

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