Suzanne Trotter and Mark Donovan
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Suzanne Trotter and Mark Donovan

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Suzanne Trotter and Mark Donovan Suzanne Trotter and Mark Donovan Presentation Transcript

  • 27 September 2012 Research, social media and TV Mark Donovan Suzanne Trotter Channel 4AUDIENCE TECHNOLOGIES & INSIGHT
  • ‘Social TV’ defined• People using social networks and social apps to: – Find, rate, share programmes – Chat with friends while watching – Participate with programmes A symbiotic relationship
  • Social TV has evolved thecontent discovery process 3
  • Broadcasters can utilisesocial TV to aid discovery
  • Younger skewing content is particularly "loud" • Over 100k tweets across campaign – 43k on day of trail• Opening audience of over 500k 5
  • Social TV is importantto broadcasters• Can drive tune-in AND keep viewers watching live• Instant feedback• New audience insight opportunities
  • Social TV is importantto Channel 4 • Social TV generates data: – New forms of programme discovery – Highly targeted second screen advertising
  • Channel 4 audience is highly connected Average person C4 viewer Visited a brand or service Facebook page 150 Liked a brand or service Facebook Seen a Tweet about a brand Index page 100 Shared a brand or service Tweeted about a brand Facebook page 50 Visited a TV programme Facebook Followed someone from a show page Liked a TV programme Facebook Retweeted about a TV programme page Posted a Tweet about a TV Mentioned a TV programme in a programme Facebook status update 8Source: Channel 4/Kantar Digital Landscape Survey; index 100 = average GB adult
  • Channel 4 programmes areregularly most talked about
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  • Prometheus trailer premiere 11
  • BP Paralympics campaign 12
  • Case study 1: AFP integratingsocial: RIM/ Blackberry 13
  • Case study 2: Sponsorshipintegrating social: Toyota Aygo 14
  • Case study 3: Spot ad integratingsocial: Andrex Washlets 15
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  • Research challenges:Accuracy 17
  • Research Challenges:Industry standard? 18
  • Research Challenges:Scale 19
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  • Case study: Paralympics • 5k Tweets on day of trail TX • Over half explicitly used #superhumans • Overwhelmingly positive reaction : “That Paralympic advert is truly inspirational #SUPERHUMANS” 21
  • Case study: Paralympics 22
  • Case study: Paralympics Ceremony Queen enters Team GB starts Olympic enter stadium stadiumDay 0 Paralympics Tweets 23Source: SecondSync
  • Case study: ParalympicsAthlete success drives peaks on Twitter “GOLD Completely emphatic, @MrsSarahStorey wins the C5 pursuit with glorious ease, catching her opponent to win @GBs 1st gold. YES!!” “Some women with no arms is winning the backstroke at the Paralympics #amazing”Ad breaks are generating reaction “3 mins to go in the 4th quarter of basketball and you put an ad break in? Sort it out C4 #Paralympics” “Ad breaks pay for C4; I get that and its fair enough. But an ad break mid-play in the basketball, a game with plenty of natural breaks?”Day 1 Paralympics TweetsSource: SecondSync
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