how to engage consumers through social tv
TRANSCRIPT
How To Engage Consumers Through
Social TV On Mobile Devices?
Brea BuffaloeTwitter: @BreaGB
What is Social TV?• Social TV – technology that supports social
interaction surrounding television content
Is the second screen a distraction or an
enhancement for marketers?
• 77% of people use another device while watching TV
Source: thinkwithgoogle.com
"When they find something engaging on the TV, they pay attention. When their interest wanes, in the absence of a second screen they could change the channel, get up, read a magazine,
etc. With a second screen that allows live social engagement, they have more reason to stay on-channel with their friend.“ -
Jack Wakshlag, chief research officer at Turner Broadcasting
Nielsen-Twitter partnership creates an
industry standard – “Nielsen Twitter TV
Rating” available Fall 2013
• What does it measure?
– Size of audience participating in the conversation
– Amount of people exposed to the activity
• Why does it matter?
– Legitimizes social engagement around TV
– TV ratings vs Social TV rating – effects ad spend
Source: Nielsen
What about Facebook?
• Facebook testing television check-in
• Facebook Social Graph Search and #hashtags
Source: adage.com & blog.sgrouples.com
Engaging with the “connected” TV
audience through companion apps• Case Study:
Walking Dead UK App– App syncs with
episodes to track zombie kills, weapons used and killer
– Allows you to make predictions to earn points and share your progress
Source: redbeemedia.com, thewalkingdeadrumors.com
• Results– Made the Top Ten
List in the iTunes App Store during the first week
– 62,000 downloads in the first 60 days
– 300,000 gameplays in the first 60 days
– 37.8% uplift in viewers
– 65.3% jump in audience share
Source: redbeemedia.com, thewalkingdeadrumors.com
• Keys to success– Gamification
– Easy sharing
– Engages before (predictions), during (tracking progress) and after (sharing) show
Source: literatigamereviews.blogspot.com
Engaging with the “connected” TV
audience through social media• Case Study: The Voice -
#thevoice hashtag– Fans were allowed to
directly communicate with other fans, contestants and judges with the hashtag during the show
– On-screen curation of tweets and “V-Room” to interview contestants based on questions submitted on twitter
Source: vodprofessional.com
• Results– 70% of Voice-related
tweets during the first live episode included the hashtag #TheVoice
– 200,000 Voice-related tweets were sent during the June 7 episode alone
– Roughly five times the social-media response of American Idol
– #1 ranking among all episodic TV shows in social media engagement during its run
Source: adage.com
• Keys to success– Audience becomes
part of the show (allows for crowd-sourcing of content. Ex. Interview questions)
– Gets stars and contestants involved
– Real-time engagement
– One clear hashtagthat doesn’t confuse consumers
Source: mashable.com & lostremote.com
Engaging the “connected” TV audience
with second screen strategyCase Study: Coca Cola Polar Bowl
– During the Super Bowl, Coca Cola set up their famous bears to react to the game in real time and invited the world to the party
– They reacted to things such as when teams scored, the half-time show and advertising
– They also responded to fans on twitter in real time
– 2 60 second ad spots aired based on what was happening during the game
– #GameDayPolarBears
Source: worldsbestcasestudies.com & brandingmagazine.com
• Results:– Over 5000 twitter
mentions of the polar bears per minute
– Over 9 million streams
– Average of 28 minutes per stream
– 32,000 people RSVP’d on Facebook
– 12.5% increase in Twitter followers before the game even started
Source: theinspirationroom.com
• Keys to success:– Real-time
engagement– Personification of
brand icon (polar bears)
– Integration of multiple platforms (Facebookevents, Twitter, Website)
– Real-time brought to television by choosing ads based on Super Bowl results
Source: brandingmagazine.com
What’s in Social TV’s future?
• Next Steps: Volume vs Meaning
– Sentiment Analysis
Source: tvweek.com
Delivering strategy and insights
– Strategy: Nielsen Twitter Ranking provides real-time data but what can brands do with it?
• How should they engage?
• How should they grow?
• In terms of Graph Search – how to optimize?
Source: roiforsales.com