screening for social tv
DESCRIPTION
Jacques Natz of SmithGeiger discusses how social media can affect journalism.TRANSCRIPT
© 2013 SmithGeiger LLC
2013 Hurley Symposium
Screening for Social TV
April 2013
© 2013 SmithGeiger LLC
News Consumers on Social Media
2
90%
51%40%
26%
Facebook Twitter Google+ Pinterest
Share of News Viewers on Each Social Media Site
• 90% of all Americans consume local news online at least once on a weekly basis.
– Social Media Is A News Platform – More Digital News Consumers Turn to Facebook (over half) Every Day for News Than Watch Local News Program Daily – by 10 percentage points
© 2013 SmithGeiger LLC
Frequency of Platform Usage for News and Information
Three Screen Is Here
3
60%
55%
28%
10%
25%
36%
13%
9%
8%
6%
5%
5%
4%
2%
3%
3%
3%
1%
51%
72%
Internet
Television
Smartphone
Tablet
Multiple times every day About once a day Once a week Less than once a week Never
© 2013 SmithGeiger LLC
New Tactics to Win
4
Use comments for data-driven slideshow
Drove over 200,000 page views
on thebostonchannel.com
© 2013 SmithGeiger LLC
Topic Fan Pages
5
Problem: Feedback on main WESH fan page about too many Casey posts
Solution: Launched “Casey Anthony Updates” page for the hardcore fans
Over 275,000 passionate fans
Hundreds of interactions per post
© 2013 SmithGeiger LLC
45%
33%
13%
5%
4%
Relative Share of Facebook Engagement
WMBFNews wbtwnews13 newschannel15 sunnews myhorrynews
0
200
400
600
800
1.0K
1.2K
1.4K
1.6K
Fan
Inte
ract
ion
s (L
ikes
, Co
mm
ents
, P
ost
s)
Facebook Fan Page Engagement Comparison Over Time
WMBFNews wbtwnews13 newschannel15 sunnews myhorrynews
© 2013 SmithGeiger LLC
Facebook Post Views
© 2013 SmithGeiger LLC
The Struggle is How To Effectively Engage
© 2013 SmithGeiger LLC
The Struggle is How To Effectively Engage
Over 218,000 Fans
Over 187,000 Fans
© 2013 SmithGeiger LLC
How to Measure Success?
12
65%
63%
53%
48%
47%
47%
39%
24%
22%
20%
11%
12%
16%
17%
20%
24%
23%
26%
35%
40%
23%
25%
30%
35%
33%
29%
38%
49%
43%
40%
Health and medical updates
Reports on technology news or developments
Sports scores and highlights
Business and stock market reports
Interesting and outrageous videos from the internet
Entertainment and celebrity news updates
Stories that are trending on social media
Social media comments or posts
When you see a story that you have already seen from the previous night’s news
When you see a story you have already seen before that morning
Continue watching Change the channel Ignore the story but do not change the channel
Viewing Behavior over Different Types of Morning News Coverage
© 2013 SmithGeiger LLC
Three Ways to Measure Success
13
• Web Referral Traffic
• Virality and Total Reach – Facebook Insights
• Organic TV Integration Baked in vs. bolted on –The Facebook Conundrum
© 2013 SmithGeiger LLC
Twitter to Air
14
© 2013 SmithGeiger LLC
2013 Hurley Symposium
Screening for Social TV
April 2013