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#SocialTVConf presentations 22/1/13 - Dan Patton - MTV

Dan Patton, VP of Digital for MTV UK - presented some of the work they have done in the Social interaction-led programming, largely around the set up of hit show Geordie Shore.

1 of 17
Social TV case study
What Does Social TV Mean?

•     Viewers having real-time conversations around scheduled TV programming

•     The technology that supports communication and social interaction in the
      context of TV content?

•     The ‘water-cooler’ moment becoming the ‘social media’ moment

•     40% of all Twitter traffic in peak is specifically about TV (source: Twitter 2012)

•     Between 2012 and 2020, it is estimated that Social TV will generate an
      aggregate $30 billion in spending by marketers*



* Source: Jack Myers Business Data                                                         2
Case Study




             3
Objectives For Social
   Promote TX in all communications
   Generate buzz thru engagement on Facebook, Twitter, and Instagram
   Develop on-going conversation with viewers
   Allow viewers direct access to the cast
   Reward fans – e.g. bonus content and competitions
   Promote MTV’s commercial digital platforms
   Gain insight by using social monitoring tools, e.g. Synthesio and
    SecondSync
                                                                    4
Putting Social First
Season 1 in May 2011 put social media at
the heart of the Communication Strategy




Approach
• Cast fully involved in social promotion, but all profiles managed by MTV
• #hash tags and handles used on-air to encourage co-viewing
• Built awareness of cast on Facebook and Twitter
• Natural & social search strategy gave high visibility on Google
• Soundboard app
• Download to own on iTunes


                                                                             5
2
Season 2 in Jan 2012 launched with social TV app and
partnerships to leverage the show’s social currency and the
cast’s fame!

Approach

• #hash tags and handles used on-air to encourage co-viewing
• TV promos drive straight to social media profiles
• Social app encourages co-viewing
• Live digital after-shows keep viewers engaged post-TX
• Partnership with Get Glue rewards viewers - check-in and get the badge!


                                                                            6

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#SocialTVConf presentations 22/1/13 - Dan Patton - MTV

  • 2. What Does Social TV Mean? • Viewers having real-time conversations around scheduled TV programming • The technology that supports communication and social interaction in the context of TV content? • The ‘water-cooler’ moment becoming the ‘social media’ moment • 40% of all Twitter traffic in peak is specifically about TV (source: Twitter 2012) • Between 2012 and 2020, it is estimated that Social TV will generate an aggregate $30 billion in spending by marketers* * Source: Jack Myers Business Data 2
  • 4. Objectives For Social  Promote TX in all communications  Generate buzz thru engagement on Facebook, Twitter, and Instagram  Develop on-going conversation with viewers  Allow viewers direct access to the cast  Reward fans – e.g. bonus content and competitions  Promote MTV’s commercial digital platforms  Gain insight by using social monitoring tools, e.g. Synthesio and SecondSync 4
  • 5. Putting Social First Season 1 in May 2011 put social media at the heart of the Communication Strategy Approach • Cast fully involved in social promotion, but all profiles managed by MTV • #hash tags and handles used on-air to encourage co-viewing • Built awareness of cast on Facebook and Twitter • Natural & social search strategy gave high visibility on Google • Soundboard app • Download to own on iTunes 5
  • 6. 2 Season 2 in Jan 2012 launched with social TV app and partnerships to leverage the show’s social currency and the cast’s fame! Approach • #hash tags and handles used on-air to encourage co-viewing • TV promos drive straight to social media profiles • Social app encourages co-viewing • Live digital after-shows keep viewers engaged post-TX • Partnership with Get Glue rewards viewers - check-in and get the badge! 6
  • 7. Making Viewers Famous – Geordie of the Week 7
  • 8. A Day in The Life of Geordie Shore’s Dan 8
  • 9. Geordie Shore Social TV app • Follow tweets and #tags as they happen • See the data displayed as graphics • See who’s getting the most mentions • Super-fan leader board • Exclusive video content for app users • Countdown to next show • Tweetmap shows location of tweets 9
  • 10. Results • Highest TVR for an MTV UK show – ever! • #geordieshore top global trending topic on premiere episodes • #geordieshore features in 0.29% of all tweets on premiere night • Facebook views posted by Geordie Shore viewed 25m times across series • Massive digital ratings : Top ents show on iTunes, 2.5m video views on www.mtv.co.uk • 6000+ TPM 10
  • 11. Socialising Music Programming: Case Study: MTV Stars of 2012 11
  • 12. How Does it Work? • Viewers vote from any device e.g. #MTVStars [artist name] • Every tweet/vote was tracked in an external database • Using vendor Mass Relevance we have access to Twitter’s fire hose • Measures in place to maximise votes and comply with regulation 12
  • 13. Objectives • Encourage viewer interaction • Use social media outreach to convert fans to TV or digital viewers • Visualise voting in real time to add excitement and buzz • Encourage gamification by getting fans to compete • Increase ratings on all platforms 13
  • 14. 14
  • 15. 15
  • 16. Results • Over half a million votes cast • 10% increase in traffic to www.MTV.co.uk • Respect from artists • Regular Worldwide trending topic • 2000 TPM at peak • Uplift in channel TVR 16

Editor's Notes

  1. Geordie Shore is a Socially Driven MTV commission which is the Highest Rating TV show in MTV UK’s history. Run for 4 seasons and shows no signs of slowing down. Season 5 airs 19 Feb7 million social media fans of the cast and show across Twitter and FacebookOne of the most talked about shows while on TV – e.g. 100k ‘Talking about this now’ on FB during TXI believe this successes is a direct result of putting social media at the heart of the showNot a fluke! MTV has recreated similar levels of success with The Valleys (think Geordie Shore crossed with The Apprentice – in Wales!)And we’re also applying some of this thinking to music – which I’ll talk to later
  2. So here’s a quick look at the overall social objectives we set for Geordie BTW social media is led in-house at MTV with some external support for media buying and community managementRead Objectives*Insight example – validated the amount of co-viewing/positive audience sentiment
  3. Social currency is everything for Millennials so we rewarded Geordie fans by celebrating them and making them famous. Say hello to Geordie of the Week, Leanne McCarthy
  4. Millennials love Instagram and it’s a great way to get them to engage between episodesThis is a promotion to encourage viewers to follow “A Day in the Life of Dan” one of the newest additions to the cast. We also featured fan’s Instagram photos on our social media profiles
  5. 2 episodes of Geordie topped 1m viewers!A point I’d like you to take away: Yes there is lots of innovation and expertise here, but the success is also because MTV puts Social Media at the heart of everything.
  6. MTV Stars of 2012 was one of a regular seriesof viewer-voted stuntsViewer-voted stunts are a Network Priority for MTV and I wanted to innovate themSo this was the first ever UK stunt where the voting was entirely via Twitter Viewers were offered a list of 60 artists voted for only via #tagsReal time visualisation on MTV.co.uk – could be on-air tooResults show premiered on the MTV Music channel
  7. Here’s a similar execution being referenced in-vision. This is from the 2011 MTV EMAs just because I don’t have a decent grab of MTV Stars from the channel.