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Twitter and TV: A Public Media Workshop

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Two things have made the Twitter TV discussion interesting to me in 2015: The rise of Periscope and new numbers about the rise of digital video. This is a deck from a recent workshop at WGBH. It reviews the role of social media in the current TV landscape, some basic thoughts on how Twitter fits into the engagement ecosystem, and introduces the platform to the beginner Tweeter.

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Twitter and TV: A Public Media Workshop

  1. 1. Upping our Social Media IQ: Twitter Workshop May 2015
  2. 2. As television producers, why do we care about social media? • Because our viewers are expecting more from us. • Because our competitors are offering a different experience • Because it gives us an opportunity to reach new audiences, up our ratings, and make deeper connections with current fans.
  3. 3. Social Media Today
  4. 4. Social media has become the dominant way that audiences are discovering and engaging with our content and brands. 74% of adults online use a social networking site. 90% of 18-29 year olds use social media
  5. 5. TV viewers are getting older. 0 10 20 30 40 50 60 70 1991 2000 2010 2015 Fox ABC NBC CBS Wait, are young people not watching TV? Age of network TV viewer, 1991 - 2015
  6. 6. … no, they’re watching more TV -- just in different places. 1 hour, 16 minutes Average time US adults are watching digital video each day. (39 minutes on mobile, 22 on tablets, 24 on desktops) - eMarketer In 2015, the average amount of time spent watching TV will drop 20 minutes
  7. 7. Where are these viewers going? • YouTube (and now Facebook) • Mobile and social media “Our stars are influential, our viewers are young, they favor consuming media on mobile devices, and they are never going to watch TV the way that previous generations did.” –WSJ on the YouTube UpFronts • Streaming sites (Netflix, Hulu, apps)
  8. 8. Traditional TV model: “If you build it, they will come.” Audience Broadcast
  9. 9. “If you build it, they will come.” “The people formerly known as the audience.” Today, content discovery is personalized & contextual. Our audience will not find our content, as so much is being delivered directly to them.
  10. 10. Disruption: Periscope at the Mayweather- Pacquiao match
  11. 11. Disruption: Periscope at the Mayweather- Pacquiao match Periscope users pirated the HBO feed, allowing their followers to circumvent the $100 pay-per-view charge. HBO itself sent mixed messages about exclusive content.
  12. 12. The Engagement Ecosystem Twitter -Second screen platform -Live tweeting -Trending conversations Facebook -Deeper engagement -Huge traffic driver -Algorithm makes live engagement difficult -Video is king Snapchat -Younger demographic -Ephemeral content 1-1 messaging -Kik -WhatsApp -Fan creator community (art, mashups, creativity) What engagement experiences do different social media platforms provide?
  13. 13. Different social platforms can serve different goals Sample goal Target social platform Thought leadership LinkedIn, blogs Engagement Facebook, Twitter, 1-1 apps Traffic to my website Facebook, Reddit Product promotion Facebook ads, Pinterest Vibrant fan community Tumblr, Instagram
  14. 14. How can WGBH productions use social media? • Engage with our audiences • Hear what people are saying about our programs or departments • Enable discovery of our shows and content • Learn about our audiences • Get feedback from the public • Create a home for discussion and reaction to our content • Build a community around our programming • Feature our fans’ submissions and ideas
  15. 15. The role of Twitter Twitter has positioned itself to be the go-to social network for two things: TV and news. TV: Twitter acts as a second screen during a live broadcasts News: Twitter can share and verify breaking news and information
  16. 16. Twitter TV Nielsen has found correlations between Twitter activity and ratings. This chart demonstrates how How Twitter activity around a live broadcast can act accurately as a bellwether for measuring how engaged TV audiences are with programming (overall)
  17. 17. Today: Social engagement is no longer tied to a live broadcast Live TV is changing, and Twitter is adapting. It’s not all tied to live broadcast anymore. Twitter activity during broadcast and after. 61% of the social conversation happens after broadcast (1 hour after, days and weeks after)
  18. 18. We should be using Twitter… • … Wisely. Understand that the conversation here is only a small % of the total audience that you can capture on social • For community building. Develop interest in your broadcast even from pre-production. Find influential advocates and organic fans that will expand your reach. Find key conversations and become a valuable contributor. • To become a must-follow for fans. Create exclusive content for social media that rewards the fans and gives access they wouldn’t get elsewhere. You need to give them a reason to follow you. • For live tweeting. Twitter is the best platform to have a live conversation about what’s happening now on your screen.
  19. 19. Using Twitter: The Essentials
  20. 20. What is Twitter? • Microblogging platform, launched in 2006. • Text messages limited to 140 characters • Registered users can read and post tweets • Unregistered users can only read tweets • There are 270 million active registered Twitter users • By the end of the year, one fifth of internet users in the US are expected to have Twitter accounts. • Between January and April 2014, 17 million Americans shared tweets about a TV show. 140 270m 17m
  21. 21. Twitter Lingo To Tweet Tweeting …Not twittering. Tweeter … Not Twitterer.
  22. 22. Attracting the non-Tweeters Twitter has changed the experience for non-logged in users. Twitter.com homepage now has topics to explore, and shows a timeline of tweets from some of the most popular accounts on that topic.
  23. 23. Anatomy of a Tweet Username Profile photo Link = 112 characters Handle Actions Date sent
  24. 24. Actions Mentions and replies Retweet Favorite Direct message @ RT ★ DM
  25. 25. Navigating Twitter Timeline Mentions & Interactions Search Direct messages Compose
  26. 26. The Hashtag # • A brief search term, beginning with # • You can search Twitter for all tweets with # • #s serve as keywords to highlight discussions • Hashtags unify a group of threads or tweets • A # that catches on and becomes widely used can amplify issues very quickly
  27. 27. Get Started.
  28. 28. 5 Essential Best Practices 1) The 80/20 rule: Out of every 100 tweets, 20 should be promotional and the rest should share, curate content and add to existing conversations. 3) Keep it short: 120 characters or less is best. 2) Be visual 4) Interact 5) Be simple: Convey one idea only.
  29. 29. Twitter Faux Pas Auto tweets If you don’t have time to craft a tweet, don’t tweet. Starting with an “@” sign Start your public tweets with a “.@“ so everyone can see it
  30. 30. Start Listening. People are out there talking about your content!
  31. 31. Set up your Twitter client. Follow lists Check mentions Track broadcasts
  32. 32. First steps for your production • Identify the skills you need to get going. I can help you with this! • Start listening and engaging. Get a sense of your competition, your peers and your own reputation on social. • Establish goals and a way to measure it. Do you want social to drive tune in? To become a vibrant community for fans? To act as a curator for all past and present content? • Think social from the very first step. Have a strategy for social from Day 1 of production to well after broadcast. • Create a culture of social. Set expectations and clear guidelines for production staff and talent.

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