SOCIAL TV STRATEGIES & The 3 SCREEN EXPERIENCE

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SOCIAL TV STRATEGIES & The 3 SCREEN EXPERIENCE

  1. 1. BSI SOCIAL TV STRATEGIES & The 3 SCREEN EXPERIENCE Marketing 2.0 Conference, Paris 2010 1
  2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com 2
  3. 3. Overview • Exercise • Background • Technology/Implementation • Conversation • Tools 3
  4. 4. Everybody Up! 4
  5. 5. Media Industry • Media industry operates with a herd mentality • Ad based revenue model • Everything we do in social media DIRECTLY impacts revenue. • All efforts in social media must have immediate impact to traffic, views (ads), or ratings. • Everybody needs to get paid • Rights & Clearances • Geo-Restrictions 5
  6. 6. "We in the TV business have to catch up with what our audience is doing. We can no longer afford to be one-screen business. Social networks are finally the interactive dimension of storytelling. We now need to evolve with our audience. To resist this would be like resisting Technicolor.” – Elisabeth Murdoch, CEO The Shine Group 6
  7. 7. How do you watch TV? Before 7
  8. 8. What’s different now? Now 8
  9. 9. Revenue On Television vs. Online • Inconsistent revenue model • Solid revenue model • Few standardized metrics • Tracking/Rating System • Brand visibility easily get lost • Great control brand visibility in the mix 9
  10. 10. Three screens… 10
  11. 11. Internet, the TV’s best friend • As the web becomes more social, Web and Mobile are quickly becoming TV’s best friends. • “increased usage of social media is definitely driving the ratings,” said Jon Gibs, a vice president at Nielsen. -- NYTimes article Some MTV Shows that’s had great social media executions 11
  12. 12. The Buried Life - Live Tweets & Facebook updates during premier & finale - RSVP - Custom Tabs - Daily/Weekly updates show’s in cycle - Tune-in reminders - Giveaways Results - Trended in twitter every premier night. - Ratings for the show were solid week over week. 12
  13. 13. Strategies – Generate Conversation Two types of strategies • Facilitating social activity on your domain. • Forums • Chats • Comments • User Uploads • FB connect • Twitter feeds • SMS • Participating in the conversation around your content. • Twitter • Facebook • Wikipedia • Forums/Boards/blogs 13
  14. 14. Facilitating social activity Movie Awards Voting Widget With Facebook Connect: • Twitter Feed • RSVP reminders • SMS Text reminders • Video • Voting • News • Sponsorship Integration 14
  15. 15. VMA Buzz
  16. 16. Gigya Widget
  17. 17. Innovid
  18. 18. Cover It Live
  19. 19. Twitter Tracker
  20. 20. Participate In The Conversation • Twitter – 500K fans • Facebook – over 70 pages, 5MM fans • Video aggregators • Blogs/Forums 20
  21. 21. Participate In The Conversation Be where the users are…. I’m here… now what? • Create your own trends • Participate on existing trends • Social currency – Recognition 21
  22. 22. 22
  23. 23. Participate In The Conversation Be where the users are…. I’m here… now what? What’s next? • Integration • Departments (press, marketing, prod. Dev, etc…) • Revenue model 23
  24. 24. 24
  25. 25. Lets talk tools • Metrics & Listening • Radiant 6 • Robust set of data • Collective Intellect • Clean UI • Top level • Infegy – Social Radar • Back data & query based 25
  26. 26. Lets talk tactics 26
  27. 27. Lets talk tools • Maintenance – Publish Tools • ContextOptional – Social Marketing Suite • Syncapse - Social Buzz • Vitrue - SRM 27
  28. 28. Merci Julie Sun Julie.sun@mtvn.com Follow on Twitter @MTV Facebook.com/mtv 28

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