How To Engage Consumers ThroughSocial TV On Mobile Devices?Brea BuffaloeTwitter: @BreaGB
What is Social TV?• Social TV – technology that supports socialinteraction surrounding television content
Is the second screen a distraction or anenhancement for marketers?• 77% ofpeople useanotherdevice whilewatching TVSource: ...
"When they find something engaging on the TV, they payattention. When their interest wanes, in the absence of a secondscre...
Nielsen-Twitter partnership creates anindustry standard – “Nielsen Twitter TVRating” available Fall 2013• What does it mea...
What about Facebook?• Facebook testing television check-in• Facebook Social Graph Search and #hashtagsSource: adage.com & ...
Engaging with the “connected” TVaudience through companion apps• Case Study:Walking Dead UKApp– App syncs withepisodes tot...
• Results– Made the Top TenList in the iTunesApp Store duringthe first week– 62,000 downloadsin the first 60 days– 300,000...
• Keys to success– Gamification– Easy sharing– Engages before(predictions), during(tracking progress) andafter (sharing) s...
Engaging with the “connected” TVaudience through social media• Case Study: The Voice -#thevoice hashtag– Fans were allowed...
• Results– 70% of Voice-relatedtweets during the firstlive episode includedthe hashtag #TheVoice– 200,000 Voice-relatedtwe...
• Keys to success– Audience becomespart of the show(allows for crowd-sourcing ofcontent. Ex.Interviewquestions)– Gets star...
Engaging the “connected” TV audiencewith second screen strategyCase Study: Coca Cola Polar Bowl– During the Super Bowl,Coc...
• Results:– Over 5000 twittermentions of thepolar bears perminute– Over 9 millionstreams– Average of 28minutes per stream–...
• Keys to success:– Real-timeengagement– Personification ofbrand icon (polarbears)– Integration ofmultipleplatforms(Facebo...
What’s in Social TV’s future?• Next Steps: Volume vs Meaning– Sentiment AnalysisSource: tvweek.com
Delivering strategy and insights– Strategy: Nielsen Twitter Ranking provides real-time data but what can brands do with it...
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How to engage consumers through social tv

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  • Source: http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
  • http://adage.com/article/media/social-tv-viewers-engaged/235739/
  • Source: http://www.nielsen.com/us/en/press-room/2012/nielsen-and-twitter-establish-social-tv-rating.html Picture: http://www.engadget.com/2012/12/17/nielsen-twitter-tv-rating/
  • http://adage.com/article/digital/facebook-version-twitter-hashtags-graph-search/240359/Photos: http://blog.sgrouples.com/wp-content/uploads/2013/01/facebook-graph-search-300x225.jpg, http://cdn.thenextweb.com/wp-content/blogs.dir/1/files/2013/02/status.png
  • Source: http://www.redbeemedia.com/work/walking-dead-companion-app Picture: http://thewalkingdeadrumors.com/reviews/the-walking-dead-app/
  • Picture source: http://literatigamereviews.blogspot.com/2011/06/gamification-and-law-1.htmlhttp://iampingpong.com/the-walking-dead-kill-count-app/
  • Source: http://dje2ip9jb2y9k.cloudfront.net/sites/default/files/case-studies/pdf/NBCs_TheVoice_CaseStudy.pdfPicture source: http://www.vodprofessional.com/features/what-the-voice-tells-us-about-tv-vod-social-media/http://1061evansville.com/the-voice-blind-auditions-round-one-full-episode-video/
  • http://adage.com/article/the-media-guy/inside-social-media-triumph-nbc-s-voice/228534/
  • Picture source: http://mashable.com/2011/06/15/the-voice-social-media-nbc/ http://lostremote.com/the-social-team-that-made-the-voice-possible_b20070
  • Source:http://worldsbestcasestudies.com/cocacola-polar-bears-super-bowl/ Photo: http://www.brandingmagazine.com/wp-content/uploads/2012/01/bus_shelter_ad_0.png
  • Photo: http://theinspirationroom.com/daily/commercials/2012/1/coca-cola-polar-bowl-party.jpg
  • Photo: http://3.bp.blogspot.com/-nZhHmuwzEWY/TyKC8BmScsI/AAAAAAAAAWA/UQk1Xxz-wtE/s400/polar+bears.jpghttp://www.brandingmagazine.com/wp-content/uploads/2012/01/showing_fan_interaction_0.png
  • http://www.tvweek.com/tvmojoe/2009/05/26/twittertv.jpg
  • http://www.roiforsales.com/wp-content/uploads/2012/10/capital-approval-meeting-300x199.gif
  • How to engage consumers through social tv

    1. 1. How To Engage Consumers ThroughSocial TV On Mobile Devices?Brea BuffaloeTwitter: @BreaGB
    2. 2. What is Social TV?• Social TV – technology that supports socialinteraction surrounding television content
    3. 3. Is the second screen a distraction or anenhancement for marketers?• 77% ofpeople useanotherdevice whilewatching TVSource: thinkwithgoogle.com
    4. 4. "When they find something engaging on the TV, they payattention. When their interest wanes, in the absence of a secondscreen they could change the channel, get up, read a magazine,etc. With a second screen that allows live social engagement,they have more reason to stay on-channel with their friend.“ -Jack Wakshlag, chief research officer at Turner Broadcasting
    5. 5. Nielsen-Twitter partnership creates anindustry standard – “Nielsen Twitter TVRating” available Fall 2013• What does it measure?– Size of audience participating in the conversation– Amount of people exposed to the activity• Why does it matter?– Legitimizes social engagement around TV– TV ratings vs Social TV rating – effects ad spendSource: Nielsen
    6. 6. What about Facebook?• Facebook testing television check-in• Facebook Social Graph Search and #hashtagsSource: adage.com & blog.sgrouples.com
    7. 7. Engaging with the “connected” TVaudience through companion apps• Case Study:Walking Dead UKApp– App syncs withepisodes totrack zombiekills, weaponsused and killer– Allows you tomakepredictions toearn points andshare yourprogressSource: redbeemedia.com, thewalkingdeadrumors.com
    8. 8. • Results– Made the Top TenList in the iTunesApp Store duringthe first week– 62,000 downloadsin the first 60 days– 300,000gameplays in thefirst 60 days– 37.8% uplift inviewers– 65.3% jump inaudience shareSource: redbeemedia.com, thewalkingdeadrumors.com
    9. 9. • Keys to success– Gamification– Easy sharing– Engages before(predictions), during(tracking progress) andafter (sharing) showSource: literatigamereviews.blogspot.com
    10. 10. Engaging with the “connected” TVaudience through social media• Case Study: The Voice -#thevoice hashtag– Fans were allowed todirectly communicatewith other fans,contestants andjudges with thehashtag during theshow– On-screen curation oftweets and “V-Room”to interviewcontestants based onquestions submittedon twitterSource: vodprofessional.com
    11. 11. • Results– 70% of Voice-relatedtweets during the firstlive episode includedthe hashtag #TheVoice– 200,000 Voice-relatedtweets were sentduring the June 7episode alone– Roughly five times thesocial-media responseof American Idol– #1 ranking among allepisodic TV shows insocial mediaengagement during itsrunSource: adage.com
    12. 12. • Keys to success– Audience becomespart of the show(allows for crowd-sourcing ofcontent. Ex.Interviewquestions)– Gets stars andcontestantsinvolved– Real-timeengagement– One clear hashtagthat doesn’tconfuse consumersSource: mashable.com & lostremote.com
    13. 13. Engaging the “connected” TV audiencewith second screen strategyCase Study: Coca Cola Polar Bowl– During the Super Bowl,Coca Cola set up theirfamous bears to react tothe game in real time andinvited the world to theparty– They reacted to thingssuch as when teamsscored, the half-time showand advertising– They also responded tofans on twitter in real time– 2 60 second ad spots airedbased on what washappening during thegame– #GameDayPolarBearsSource: worldsbestcasestudies.com & brandingmagazine.com
    14. 14. • Results:– Over 5000 twittermentions of thepolar bears perminute– Over 9 millionstreams– Average of 28minutes per stream– 32,000 peopleRSVP’d onFacebook– 12.5% increase inTwitter followersbefore the gameeven startedSource: theinspirationroom.com
    15. 15. • Keys to success:– Real-timeengagement– Personification ofbrand icon (polarbears)– Integration ofmultipleplatforms(Facebookevents, Twitter,Website)– Real-timebrought totelevision bychoosing adsbased on SuperBowl resultsSource: brandingmagazine.com
    16. 16. What’s in Social TV’s future?• Next Steps: Volume vs Meaning– Sentiment AnalysisSource: tvweek.com
    17. 17. Delivering strategy and insights– Strategy: Nielsen Twitter Ranking provides real-time data but what can brands do with it?• How should they engage?• How should they grow?• In terms of Graph Search – how to optimize?Source: roiforsales.com

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