4 clear steps on how to help TV viewers become Super Fans and drive more viewers to TV Shows by Chetan Damani from TVGuide.co.uk

1. 4 ways to facilitate the Super Fan
Disclaimer: “Content is King”

2. Super Fan ?
TV Fan
Watch 3 hours+ TV per day
Dark Social
Shares content with friends on
chat platforms
Open Social
Follows and comments on social
profiles
There are 3 types of fans
SUPER FAN: Watches premiers and
actively promotes show (e.g. tweets)
ULTIMATE FAN : Watches premiers and
creates content (e.g. Fan Fiction)
REGULAR FAN : Watches episodes and
promotes show to friends
Any other viewer
Super Fan
0.1%
5%
20%
74.9%
10/10
9/10
7 or 8/10
0 to 6/10
Watch Live
Linear TV or On day of launch

3. Steps to facilitate the Super Fan
EPG
1. Watch Show 2. 2nd Episode 3. Water Cooler Advocates 4. Super Fan
On Air
Online
Outdoor
Social
Editorial
MARKETING
1.0 0.65 0.2 0.05
100K 65K 20K 5000 SUPER FANS
Ac#vi#es to get users to tune
in to 2nd episode
• Alerts
• Reminders
• Reviews
Ac#vi#es to get users to become
water cooler advocates
• Podcast
• Features
• Social Follows
• Trailers/Clips
Ac#vi#es to get users to become
“Super Fans”
• Chat
• Exclusives
• Social Posts
67%
Word
of Mouth
WOM
Ac#vi#es to get users to tune in
• Video Ads
• EPG Promo#on
• Na#ve Ads

4. Step 1 - Tune in
Ac#vi#es to get users
to tune in
• Video Ads
• EPG Promo#on
• Na#ve Ads

5. Step 2 - Tune in to every TX
Ac#vi#es to get users
to tune in to 2nd
episode+
• Alerts
• Reminders
• Reviews/
Interviews

6. Step 3 - Advocates
Ac#vi#es to get users
to become water
cooler advocates
• Podcast
• Features
• Social Follows
• Trailers/Clips

7. Step 4 - Super Fans !!
Ac#vi#es to get users
to become “Super
Fans”
• Chat
• Exclusives
• Events

8. Super Fans vs Fans
0%
17.5%
35%
52.5%
70%
Share Thoughts Watch Clips Follow Social Watch Interviews Share Content Make Predictions
Super Fans Fans
Source: Neilson/Twitter

9. Thank You
Questions?