1 yesterday tv “beyond the hashtag – the x factor case” luca revelli brussels, july 10 th,...
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Yesterday TV
“Beyond the Hashtag – The X Factor Case”
Luca RevelliBrussels, July 10th, 2014
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Yesterday TV
Where? Home
How?
When?
Small # of Channels
Linear only ATVsContent
Audience?PassiveGetting Older
Type ofCommunication?
One Way
Power / Control “fully” in the hands of BroadcastersTV the First and only Screen
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Multi-Screen Society
We’re more and more multi-screeners. Most of consumers’ media time is spent in front of
a screen and …
NON Screen based media interactions
Radio MagazineNewspaper
Source: “The New Multi-screen World” - August 2012 - Google
10%
90%
Smartphone Tablet PC TV
Screen based media interactions
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Simultaneous Multi-Screen Usage
… most of time we use more than one device simultaneously, with TV no longer
commanding our full attention
Most Popular Screen Combinations
81%
66%
TV
+Smartphone
TV
+PC
Source: “The New Multi-screen World” - August 2012 - Google
77%
% of time in which using a TV, we’re using another device
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Today TV
Audience Engagement has become key
ContentContent
ContentContent
How?
When?
Many Channels
Linear + NON Linear ATVs
Where? Everywhere
Type ofCommunication?
Multi-directional
Audience?ActiveYounger [?]
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Engagement is different for different genres
Source: “Understanding the Effects of Social Media& Television Viewing: What Role Does it Play in Viewer Engagement?” - 2014 - Council for Research Excellence,
Reality & Talent Shows, Sport, Political Debate and Specials more
likely to develop Engagement during on-air
Viewership of TV Program at Time of Social Media Comment
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X Factor Digital Touchpoints
twitter.com/xfactor_italiafacebook.com/xfactoritalia
pinterest.com/xfactoritalia
XF Mobile Apps – iOS / AndroidXF Website / M-site
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X Factor Digital Touchpoints
Voting
Intera
c-tive
Channelon
STBs
• XF 2013 became the most interactive and involving “Social TV program” ever realized in Italy, allowing fans to become real protagonists of the show thanks to different interactive opportunities
• No MORE ONLY Digital “Extensions”, BUT Digital Environment fully integrated into the show
XFWebsit
e
XFWeb
Radio
MobileAPPs
Social Media
XF Social Media Gamifi
-cation
iTunes
A. H.B. C. D. E. F. G.
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Total Votes and Tweets
Votes reached 20m in 2013 (+ 70% vs. 2012, + 733% vs. 2011).
Twitter conversation boomed to 2M tweets, with 400k followers, while on FB XF reached 540k likes
(5x vs. first season)
Votes (M) 2.411.8
20
Tweets (k)
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Twitter TV Domination
XF vs. Competition (e.g. first week of November)
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Clapometer Results (M)
300M Claps, approximately 3x vs. previous season
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On-Air Integration Examples
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Key Takeaways / Lessons learned
Old rule: content is king, still
New rule: backchannel is an important part of the overall story / content
On-air integration vital
Communicate, communicate, communicate
Easy & Fun
New KPIs
Marketers follow