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Social media going the_extra_mile final 10.31.13

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Social media going the_extra_mile final 10.31.13

  1. 1. Social Media: Going the Extra MILE Paul Benedict Senior Specialist, Broadcasting
  2. 2. The NBA’s Social Population 455 million fans and followers would be the third-largest country in the world
  3. 3. 1.3% Sports TV Programming 98.7%: Non-Sports TV Programming 130 of the top 200 (65%) most social TV programs in 2012 were sports telecasts Source: Bluefin Labs 50 of those 130 sports telecasts (38%) were NBA games
  4. 4. 182% annual growth of tweets about TV in the U.S. 85% People who use a second device while watching TV 83% of sports fans who check social media while watching sports on TV 54% Of all traffic to NBA.com and team sites is mobile
  5. 5. “ Twitter activity reaches new people and those new people actually change [their] behavior based on a tweet and come and tune in. ” ― Andrew Somosi CEO
  6. 6. How Do Tweets Affect TV Tune-In? 60% 48% 50% 40% 30% 29% 20% 10% 0% Tweets Cause Ratings Source: Nielsen. Ratings Cause Tweets % of Episode Instances
  7. 7. Impact of Tweets on TV Ratings by Genre 50% 44% 40% 30% 28% 18% 20% 10% 0% Sports Source: Nielsen. Comedy Competitive Reality % of Episodes Where Tweets Caused Ratings
  8. 8. American Idol The X-Factor
  9. 9. 8:15 PM FSPT Rating: 2.10 rtg 8:00 PM 7:56 PM LAC lead 70-52 7:45 PM FSPT Rating: 1.61 rtg LAC lead 70-50 7:35 PM LAC lead 57-36 7:30 PM FSPT Rating: 1.47 rtg LAC lead 46-34 FSPT Rating: 1.76 rtg LAC lead 70-52 LA lead 82-55
  10. 10. Mentions 161,000 Brandon Knight 132,000 DeAndre Jordan Kobe Bryant LeBron James 46,000 31,000
  11. 11. Nielsen Twitter TV Ratings “As the experience of TV viewing continues to evolve, our TV partners have asked for one common benchmark from which to measure engagement of their programming. This new metric is intended to answer that request, and act as a complement and companion to the Nielsen TV ratings.” ―Chloe Sladden Vice President of Media
  12. 12. Content is Key! Go the Extra MILE! Monitor Innovate Leverage Engage
  13. 13. “We know going in people love to tweet about these movies, so our goal is to foster the conversation and amplify it. We’ll retweet fun posts from our viewers, which the fans LOVE. Gives them their 15 minutes of fame and shows them we’re listening and playing along.” ―Craig Engler, Senior VP of Digital
  14. 14. “Most Social Telecast EVER on SyFy” Number of tweets: July 12, 2013 Timeline: 8:00: Start of SHARKNADO 9:00: SHARKNADO trending 10:00: End of SHARKNADO -SHARKNADO still trending 11:00: SHARKNADO still trending 12:00: SHARKNADO still trending!!! 400,000 318,232 300,000 200,000 161,387 182,795 81,492 100,000 43,079 0 Girl Code TOR vs. IND KC vs. NYY Big Brother SHARKNADO
  15. 15. • TV ratings up 30% vs. similar SyFy programming in „13 • TV rating jumped 33% from beginning of Sharknado to very end
  16. 16. Monitor – Key Takeaways • Actively listen to what viewers/followers are saying • Look closely for trends and themes • Utilize data to create storylines and content that caters to fans
  17. 17. Innovate
  18. 18. Innovate • Most watched Shark Week in the event‟s 26 year history • Megalodon: The Monster Shark Lives – Highest rated Shark Week program ever (3.4) • 10 million 8/4 – 8/10 interactions from • #SharkWeek #1 hashtag on and • 2.6 million Tweets during the week – Up 63% over 2012 The “Real” Megalodon
  19. 19. Innovate
  20. 20. Innovate
  21. 21. Innovate
  22. 22. Innovate – Key Takeaways • Cross-platform • Pay attention to new platforms • Communication!
  23. 23. Leverage
  24. 24. Leverage
  25. 25. Leverage Event Comments Authors Impressions #IsiahLive 2,242 1,362 155.8 MM #NateLive 3,500 2,000 140.2 MM 2013 Hardwood Classics Avg 25 17 628,000 NBA TV Regular Season Game Avg 70,729 41,805 76.3 MM
  26. 26. Leverage: Twitter Takeovers #IsiahLive • Viewership up 188% vs. 3Q Hardwood Classics in „13 • Excluding Summer League, 2nd most watched program on NBA TV this summer • 4th most watched Hardwood Classic telecast ever on NBA TV #NateLive • Total viewership up 55% from the 11 previous airings of this game
  27. 27. Leverage – Key Takeaways • Utilize your assets • Don‟t forget that your celebrities/players/broadcasters are the stars • Encourage participation
  28. 28. Engage
  29. 29. “Fallon’s rise to the top of late-night offers a lesson for those expecting to make it in the content business: If you can’t find ways to engage people in program creation, you might be dismissed in favor of someone who can.” Engage ― 10,534,197 Followers 621,910 Followers 0 Followers
  30. 30. Engage – Key Takeaways • You aren‟t the only content creators! • Fans not only want to produce content…they‟ll do it for free! • It‟s a collective effort
  31. 31. Tweets/Percentage of Twitter Conversation 4,000,000 3,170,000 3,000,000 59% 2,000,000 1,000,000 318,000 17% 325,000 11% 0 Sharknado Megalodon NBA Finals Average
  32. 32. Content is Key! Go the Extra MILE! Monitor Innovate Leverage Engage

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