0
The GRAMMYsTV + SOCIAL + SEARCH
Discovery   Community
The ‘Death of Television’“The end of TV as we know it”*Vint Cerf, web guru, aka ‘the godfather of the net’“The Death of Te...
What the Internet was supposed to do to TV
Social + TV Today“Social media has made live TV essential again “*Vivian Schiller, Chief Digital Officer - NBC
GRAMMY Viewing Experience Then              Now
In the beginning
Letter writing campaign
Social Platforms Blogs &                       Keyword               EngagementFan Sites                       Search     ...
Search = GRAMMY Telecast Only
Beyond Neilsen - Psychographics          • Audiophiles          • Dynamos          • Good Timers
It’s about the conversation.
Brand PartnershipsSocial Partnerships
Trivia@TheGRAMMYs: PHOTO OF THE DAY:@PaulMcCartney is joined by the FDNY onstageat the 12-12-12 Hurricane Sandy benefit co...
LIVE Music Events
Festivals• Bonaroo• Stagecoach• Lollapalooza• SXSW• Coachella
Content
Content
Digital Music Platforms
Digital Music Platforms
Digital Music Platforms
Streaming Content – GRAMMY Live
Ensuring Consistency & Stoking the ConversationInternal                                       External
Its about the conversation.   Period
KPIs• Sentiment• Engagement• Ratings
54th GRAMMY Ratings• LARGEST AUDIENCE SINCE 1984• 39.9 Million Viewers – Surpassing the Oscars for the first time• Second ...
GRAMMY Social Engagement• Telecast + 3 hours preceding and 3 hours  following, generated 13MM+ Facebook & Twitter comments...
Question   NOW WHAT?Answer     *Better Analytics/Metrics           *Better quantitative evaluations
Results          Data Measurement
The GRAMMYsTV + SOCIAL + SEARCH
Keynote: Social's Influence on Search
Keynote: Social's Influence on Search
Keynote: Social's Influence on Search
Keynote: Social's Influence on Search
Keynote: Social's Influence on Search
Keynote: Social's Influence on Search
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Keynote: Social's Influence on Search

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Consumer use multiple devices simultaneously, changing the way they engage with content and brands. No one knows that better than Evan Greene, CMO of The Recording Academy, the producer of The Grammy Awards. Driven by innovation, join us as Greene talks about the future of television, social and search, and how the three will fuse to lead marketing campaigns that connect musicians and fans.

Keynote:
Evan Greene, CMO, The Recording Academy

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Transcript of "Keynote: Social's Influence on Search"

  1. 1. The GRAMMYsTV + SOCIAL + SEARCH
  2. 2. Discovery Community
  3. 3. The ‘Death of Television’“The end of TV as we know it”*Vint Cerf, web guru, aka ‘the godfather of the net’“The Death of Television May Be Just 5 Years Away”*Jim Edwards, from Business Insider
  4. 4. What the Internet was supposed to do to TV
  5. 5. Social + TV Today“Social media has made live TV essential again “*Vivian Schiller, Chief Digital Officer - NBC
  6. 6. GRAMMY Viewing Experience Then Now
  7. 7. In the beginning
  8. 8. Letter writing campaign
  9. 9. Social Platforms Blogs & Keyword EngagementFan Sites Search Music Sites
  10. 10. Search = GRAMMY Telecast Only
  11. 11. Beyond Neilsen - Psychographics • Audiophiles • Dynamos • Good Timers
  12. 12. It’s about the conversation.
  13. 13. Brand PartnershipsSocial Partnerships
  14. 14. Trivia@TheGRAMMYs: PHOTO OF THE DAY:@PaulMcCartney is joined by the FDNY onstageat the 12-12-12 Hurricane Sandy benefit concertin NY http://t.co/CsHoCYNh
  15. 15. LIVE Music Events
  16. 16. Festivals• Bonaroo• Stagecoach• Lollapalooza• SXSW• Coachella
  17. 17. Content
  18. 18. Content
  19. 19. Digital Music Platforms
  20. 20. Digital Music Platforms
  21. 21. Digital Music Platforms
  22. 22. Streaming Content – GRAMMY Live
  23. 23. Ensuring Consistency & Stoking the ConversationInternal External
  24. 24. Its about the conversation. Period
  25. 25. KPIs• Sentiment• Engagement• Ratings
  26. 26. 54th GRAMMY Ratings• LARGEST AUDIENCE SINCE 1984• 39.9 Million Viewers – Surpassing the Oscars for the first time• Second largest audience ever• 74 Million Viewers Watch All or Part of the Broadcast• 48% viewership increase
  27. 27. GRAMMY Social Engagement• Telecast + 3 hours preceding and 3 hours following, generated 13MM+ Facebook & Twitter comments (US alone)• Conversation volume reached a record high of 160K+ tweets per minute during GRAMMY telecast• Increase of more than 2,100% over 2011!
  28. 28. Question NOW WHAT?Answer *Better Analytics/Metrics *Better quantitative evaluations
  29. 29. Results Data Measurement
  30. 30. The GRAMMYsTV + SOCIAL + SEARCH
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