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SOCIAL TV, REALLY?



James Whatley

Senior Associate Director, Social@Ogilvy

Social TV Conference

Jan 22nd 2013
THREE AUDIENCES
TODAY




                  @whatleydude // #SocialTVConf
BROADCASTERS




               @whatleydude // #SocialTVConf
AGENCIES




           @whatleydude // #SocialTVConf
BRANDS




         @whatleydude // #SocialTVConf
BROADCASTERS:




                @whatleydude // #SocialTVConf
BROADCASTERS:
IS SOCIAL TV ANY GOOD?



                @whatleydude // #SocialTVConf
IT IS NOT GREAT




                  @whatleydude // #SocialTVConf
REMEMBER THIS?




                 @whatleydude // #SocialTVConf
LOOK!




TWITTER ON THE TELLY!
                @whatleydude // #SocialTVConf
IT’S GREAT, RIGHT?




                 @whatleydude // #SocialTVConf
…RIGHT?
          @whatleydude // #SocialTVConf
IT’S WRONG




TV IS A ONE WAY MEDIUM
                @whatleydude // #SocialTVConf
TWITTERWALLS ON THE TV?




               @whatleydude // #SocialTVConf
TWITTERWALLS ON THE TV?
WHY DO I CARE?



                 @whatleydude // #SocialTVConf
IT DOESN’T MAKE SENSE




                @whatleydude // #SocialTVConf
AGENCIES:




            @whatleydude // #SocialTVConf
AGENCIES:
THINK THINGS THROUGH



              @whatleydude // #SocialTVConf
#DRIVETIME




             @whatleydude // #SocialTVConf
LOTS OF TWEETS!




                  @whatleydude // #SocialTVConf
DO SOME ANALYSIS




               @whatleydude // #SocialTVConf
ADD SOME CREATIVE




               @whatleydude // #SocialTVConf
B


                A                        F
                            D
                                                         H




A – START
B – NIGHTCALL
C – THE GIRL                    E
D – QUOTE
E – LOVE
                        C                         G
F – ELEVATOR
G – GRUESOME
H – END                         @whatleydude // #SocialTVConf
BUT NOBODY DID IT




                @whatleydude // #SocialTVConf
AND FINALLY




              @whatleydude // #SocialTVConf
BRANDS:




          @whatleydude // #SocialTVConf
BRANDS:
WHAT IS YOUR OBJECTIVE?



               @whatleydude // #SocialTVConf
SELL. MORE. STUFF.




                 @whatleydude // #SocialTVConf
PEOPLE AREN’T LOOKING
AT YOUR ADS ANYMORE



               @whatleydude // #SocialTVConf
CHOOSE YOUR OWN
ADVENTURE
              @whatleydude // #SocialTVConf
SHAZAM YOUR
ADVERTISING




              @whatleydude // #SocialTVConf
SHAZAM YOUR
ADVERTISING




              @whatleydude // #SocialTVConf
TV TWITTER WALLS SUCK




               @whatleydude // #SocialTVConf
TV TWITTER WALLS SUCK
(WHERE IS THE CONTEXT?)



                @whatleydude // #SocialTVConf
THINK IT THROUGH




               @whatleydude // #SocialTVConf
THINK IT THROUGH
(MEASURE STUFF)



                  @whatleydude // #SocialTVConf
THINK IT THROUGH
(MEASURE STUFF)



                  @whatleydude // #SocialTVConf
SET CLEAR OBJECTIVES




               @whatleydude // #SocialTVConf
SET CLEAR OBJECTIVES
(AND ACHIEVE SOMETHING)



               @whatleydude // #SocialTVConf
THANK YOU




                          James Whatley

Senior Associate Director, Social@Ogilvy

                  Social TV Conference

                           Jan 22nd 2013

            @whatleydude // #SocialTVConf

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#SocialTVConf presentations - 22/1/13 - James Whatley, Social Media Director at Ogilvy.

Editor's Notes

  1. ‘Social TV, it’s the future. Right? Nearly everything you see today will blog your mind with stats and numbers and tell you that SOCIAL + TELEVISION is the way forward for 2013. Yes, that’s right 2013 will be THE YEAR of social media + television integration. Today though, I want to add a dash of realism to your future-gazing souls. And to do that, I’m going to address…
  2. …the three kinds of people in the room who will [probably] have the most impact on this new facet of the broadcast and social media industry. First:
  3. Broadcasters. You’re the folk who are bringing social media integration to our TVs. Either through creative productions, or with new and ‘innovative’ advertising from your friends at my next audience:
  4. Agencies. Super-creative. Super-smart. Constantly craving THE NEXT BIG THING. All of you, in one way or another, is totally awesome. I want to talk to you today.
  5. Finally, brands. Lovely lovely brands. Three audiences, three different challenges, three different questions. Let’s do this:
  6. So broadcasters, one question you’re dying to know the answer to.
  7. IS SOCIAL TV ANY GOOD? That’s what you’re here to know today Well, I’ll tell you what it is isn’t.
  8. Scheduled viewing.
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  14. Remind me, why would I want to do this? INSERT BISCUIT FOR CONTENT.
  15. Remind me, why would I want to do this? INSERT BISCUIT FOR CONTENT.
  16. Remind me, why would I want to do this? INSERT BISCUIT FOR CONTENT.