This document discusses how social media has enhanced television in 5 ways: 1) virtual viewing, 2) content discovery, 3) social media as content, 4) bridging content, and 5) providing audience insights. It outlines 3 types of social TV audience insights: 1) real-time feedback, 2) social "ratings", and 3) resonance. Resonance is defined as a vibration of large amplitude that intensifies and enriches a tone, evoking a response. The document examines how advertising campaigns have resonated with audiences at different levels and how measuring resonance provides lasting impressions beyond typical ratings.

1. TV Gets Social
Measuring resonance with Radian6.
Mike Proulx, Hill Holliday
@McProulx

2. What will mankind
make of it?
- Popular Mechanics 1939

3. TV then.

12. TV now.

13. The death
of TV?

15. We are watching more TV
than ever before.
1984 1998 2009
Nielsen, 2010 - Primetime Audience Ratings

16. In 2010 we watched
34 hours of
TV per week.
Source: Nielsen, 2010

17. Our TV +
web use
increased
35%.
Source: Nielsen, 2010

18. “Live TV’s alive as ever,
boosted by social media.”
- AdAge , Feb. 2010

19. TV gets socia
l.
+ +

21. 5 ways social media
has enhanced TV.

22. #1. Virtual Viewing

23. #2. Content Discovery

24. #3. Social as Content

25. #4. Bridge Content

26. #5. Audience Insights

27. 3 types of social TV
audience insights.

28. #1. Realtime Feedback

29. #2. Social “Ratings”

30. #2. Social “Ratings”

31. #3. Resonance
“A vibration of large amplitude; intensification &
enriching of a tone; a quality of evoking response.”
- Merriam-Webster

32. This is NOT resonance.

33. Measuring
resonance.

35. An ad for Liberty Mutual
debuts in 2006.

36. It evoke s reaction.

37. And again in 2009.

39. A Glee episode features
original songs.

40. Resonance or h
ype?
episodeaairs
less of dip

42. Wheat Thins TV spots
integrate Twitter.

43. ed bran d lift?
A sustain

44. vs.

45. Did Chrysler
really win?

46. VW’s “The Force” spot
resonated with viewers.

47. Look at the bi
g picture.
online pre-release

48. And on the ne
xt day...

49. Resonance
wins.

50. 3 key takea ways.
1. TV isn’t dying. In fact, it’s more alive today.
2. Content benefits from real-time insights.
3. Resonance makes a lasting impression.

51. Thanks!
Mike Proulx, Hill Holliday
@McProulx