SOCIAL TV, REALLY?

James Whatley

Senior Associate Director, Social@Ogilvy

Social TV Conference

Jan 22nd 2013

THREE AUDIENCES TODAY

@whatleydude // #SocialTVConf

BROADCASTERS

@whatleydude // #SocialTVConf

AGENCIES

@whatleydude // #SocialTVConf

BRANDS

@whatleydude // #SocialTVConf

BROADCASTERS:

@whatleydude // #SocialTVConf

BROADCASTERS:

IS SOCIAL TV ANY GOOD?

@whatleydude // #SocialTVConf

IT IS NOT GREAT

@whatleydude // #SocialTVConf

REMEMBER THIS?

@whatleydude // #SocialTVConf

LOOK!

TWITTER ON THE TELLY!@whatleydude // #SocialTVConf

IT’S GREAT, RIGHT?

@whatleydude // #SocialTVConf

…RIGHT?@whatleydude // #SocialTVConf

IT’S WRONG

TV IS A ONE WAY MEDIUM@whatleydude // #SocialTVConf

TWITTERWALLS ON THE TV?

@whatleydude // #SocialTVConf

TWITTERWALLS ON THE TV?

WHY DO I CARE?

@whatleydude // #SocialTVConf

IT DOESN’T MAKE SENSE

@whatleydude // #SocialTVConf

AGENCIES:

@whatleydude // #SocialTVConf

AGENCIES:

THINK THINGS THROUGH

@whatleydude // #SocialTVConf

#DRIVETIME

@whatleydude // #SocialTVConf

LOTS OF TWEETS!

@whatleydude // #SocialTVConf

DO SOME ANALYSIS

@whatleydude // #SocialTVConf

@whatleydude // #SocialTVConf

ADD SOME CREATIVE

@whatleydude // #SocialTVConf

A

B

C

D

E

F

G

H

A – STARTB – NIGHTCALLC – THE GIRLD – QUOTEE – LOVEF – ELEVATORG – GRUESOMEH – END

@whatleydude // #SocialTVConf

BUT NOBODY DID IT

@whatleydude // #SocialTVConf

AND FINALLY

@whatleydude // #SocialTVConf

BRANDS:

@whatleydude // #SocialTVConf

BRANDS:

WHAT IS YOUR OBJECTIVE?

SELL. MORE. STUFF.

@whatleydude // #SocialTVConf

@whatleydude // #SocialTVConf

PEOPLE AREN’T LOOKING

AT YOUR ADS ANYMORE

@whatleydude // #SocialTVConf

CHOOSE YOUR OWN

ADVENTURE

@whatleydude // #SocialTVConf

SHAZAM YOUR

ADVERTISING

@whatleydude // #SocialTVConf

SHAZAM YOUR

ADVERTISING

@whatleydude // #SocialTVConf

TV TWITTER WALLS SUCK

@whatleydude // #SocialTVConf

TV TWITTER WALLS SUCK

(WHERE IS THE CONTEXT?)

@whatleydude // #SocialTVConf

THINK IT THROUGH

@whatleydude // #SocialTVConf

THINK IT THROUGH

(MEASURE STUFF)

@whatleydude // #SocialTVConf

THINK IT THROUGH

(MEASURE STUFF)

http://media.twitter.com is your friend

@whatleydude // #SocialTVConf

SET CLEAR OBJECTIVES

@whatleydude // #SocialTVConf

SET CLEAR OBJECTIVES

(AND ACHIEVE SOMETHING)

THANK YOU

@whatleydude // #SocialTVConf

James Whatley

Senior Associate Director, Social@Ogilvy

Social TV Conference

Jan 22nd 2013