Garret Keogh, co-founder of social TV agency Telegraph Hill - presented insights and case-studies of their work in audience interaction in their work with the BBC and others.
Notice from the pictures…Broadcast quality without edit suites or huge crewsNimble, quick to plan, shoot and publish contentCollaborative by nature – work with main shooting units, talent, marketing teams, etcOr run whole productions in-houseSOCIAL IS DIFFERENT TO TV - SETTING UP TEAMS THIS WAY WORKS
A look at the kind of work we create for social…
BIG TV SHOWSTurn fans into ambassadors for big showsCreate buzz, e.g. The VoiceHelp them compete against rivals, e.g. The VoiceHelp them rebrand or capture new audiences, e.g. HollyoaksTurn weekly TV shows into 24/7 brandsCreate a better experience for fans
REPUTATIONAL TV SHOWSDrive niche shows with crucial interactionsWhat does it mean to have social integration? We make it work, e. g. Free SpeechMore than reading tweets on screenExplain the power bar
MARKETING CAMPAIGNSIntense focus on a brand for a short time2 x Radio 1 Breakfast show projects, The Fades, plus TV shows in the pipelineEngage fans, pique curiosity, get the nation talking about a brandUse content to do it
COMMERCIAL BRANDSSocial partner for high street companies, e.g. RepublicHelp define who they are on social – the role they play in their audience’s livesAs a company we think commerciallyHarness the power of social Boost peer-to-peer recommendations and sales
REPUTATIONAL TV SHOWSDrive niche shows with crucial interactionsWhat does it mean to have social integration? We make it work, e. g. Free SpeechMore than reading tweets on screenExplain the power bar
How to make social work for you…
MARKETING CAMPAIGNSIntense focus on a brand for a short time2 x Radio 1 Breakfast show projects, The Fades, plus TV shows in the pipelineEngage fans, pique curiosity, get the nation talking about a brandUse content to do it
CONTENTQuick, sharp copy – why tweet when you can RT us?Iconic images that resonate – make people want to shareShareable video people don’t want their mates to missEverything the audience needs to spread the word
CONVERSATIONThe more people talking, the more visible a show or brandUse content to drive the conversationSharing helps visibilityGet people passionateMake them want to contribute regularly and get to know the brand… and each other
COMMUNITYCommunities are powerfulMakes people more immersed in the show or brandMakes them DO THE ADVERTISING FOR YOU (e.g. 2000+ shares on Merlin image)Makes them more likely to: Buy other products, e.g. DVDsAccept spinoffsChampion talent in other showsHelp launch the show abroadCreates a positive army of fans willing to back your showOn Merlin we used #MerlinFamily to unite the audience
Facebook Reach of 10million in Nov and Dec alone.
BIG TV SHOWSTurn fans into ambassadors for big showsCreate buzz, e.g. The VoiceHelp them compete against rivals, e.g. The VoiceHelp them rebrand or capture new audiences, e.g. HollyoaksTurn weekly TV shows into 24/7 brandsCreate a better experience for fans
SO REMEMBER…Create great content that defines your brandStart a real conversation that gets the audience doing the advertising for youBuild a loyal community of ambassadors for your brand…or just hire Telegraph Hill !
