Second Screen Social Media Week Copenhagen

SECOND SCREEN

Jacob Holst Mouritzen / @JacobMouritzen

27/02/14 © Copyright 1


1ST SCREEN

2ND SCREEN


2ND SCREEN

1ST SCREEN


IS THE INTERNET KILLING TV?


The internet isn’t killing of TV. Instead it’s enhancing it! –Mike Proulx


Source: Nielsen Ratings

27/02/14 © Copyright 10

27/02/14 © Copyright 11

BUT WHAT ABOUT DENMARK?

DK tweets, time of day

0

500000

1000000

1500000

2000000

2500000

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Original Tweets

Retweets

Sum

#SMWhashtags

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000 1

9

1

7

25

3

3

41

4

9

57

6

5

73

8

1

89

9

7

10

5

11

3

12

1

12

9

13

7

14

5

15

3

16

1

16

9

17

7

18

5

19

3

20

1

20

9

21

7

22

5

23

3

24

1

24

9

25

7

26

5

27

3

28

1

28

9

29

7

30

5

31

3

32

1

32

9

33

7

34

5

35

3

Originale

Retweets

Massive spike from MTV

#MTVhottest

#SMWhashtags

0

200

400

600

800

1000

1200

1400

1

9

17

2

5

33

4

1

49

5

7

65

7

3

81

8

9

97

1

05

1

13

1

21

1

29

1

37

1

45

1

53

1

61

1

69

1

77

1

85

1

93

2

01

2

09

2

17

2

25

2

33

2

41

2

49

2

57

2

65

2

73

2

81

2

89

2

97

3

05

3

13

3

21

3

29

3

37

3

45

3

53

Hashtag frekvens - #sldk

#SMWhashtags

But Twitter only has 250.000 users in Denmark – That doesn’t create tune-in?

27/02/14 © Copyright 15

27/02/14 © Copyright 16

FACEBOOK: 3.2 MILLION

TWITTER: 250.000 USERS

27/02/14 © Copyright 17

Use of the hashtag #oldr3 (7998) (2919 tweets)

0

1000

2000

3000

4000

5000

6000

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87

Hashtags from - #xfactordk

#SMWhashtags

#XFACTORDK

Brought to you by @TineSchjoedt

#XFACTORDK

Tal fra Overskrift.dk, 2013

#SUPERFAN

#LOL #YOLO

#NEJTAK

#UNGMEDDEUNGE

#LIVEDELTAGERNE

#ANYQUESTIONS?

“DADDY IS IT TRUE THAT

NOT EVERYBODY

OWNS A PHONE”

“DADDY IS IT TRUE THAT

NOT EVERYBODY

OWNS A PHONE?”

AGENDA

Nickelodeon background & values

Multiscreen use & kids

Cases & examples of multiscreen strategy

CURIOUS…

We are CORE VALUES

HEART FART SMART

FOCUS GROUPS

KIDS & PARENTS

.

RESEARCH

WHERE THE

KIDS ARE

We are

BEING CONNECTED SIMPLY IS

As much a part of everyday life as

eating and sleeping

2/3

*The Next Normal Q29 – how much do you agree or disagree with the following statements? / Q13 – please rate how well you believe each word or phrase describes you personally? Base: total young millennials globally – 32 countries (9-14)

*Orvesto Jr/ ”Do you own a smartphone?”

%

DEVICE USAGE OVERLAPS WITH EACH OTHER

5%

10%

20%

55%

10% 8%

6%

20%

59%

7% 6% 4%

27%

59%

4%

0%

10%

20%

30%

40%

50%

60%

70%

06.00-08.00 08.00-10.00 10.00-16.00 16.00-22.00 22.00-06.00

APPS TV ONLINE

Kids 4-12/Omniture/Advantedge/A7 What are the preferred times for your child/children to use apps? Base: All whose children use apps (623) All whose family use apps (599)

66% Contain educational elements

53% Make life easier

37% Taking on the role of kids websites

31% Taking on the role of the internet

29% Taking on the role of the TV

36% Excuse to spend time together

10% Taking on the role of the babysitter

ROLE OF APPS IN THE FAMILY

A1 Apps are becoming more and more popular these days and many people use them regularly for a variety of reasons. Can you tell us what role apps play in your family?

%

A6: And why do you use apps with your child/children as a family activity?

Bamse f**** Lillesku< in the ass

MAIN CONCERNS OF PARENTS

Små ungar och medier 2013

“Create a unified experience, where

each platform product is a

companion to another”

Sneak Preview

Results

%

Before After

%

PROMOTE

ENGAGE

MITSUBISHI

INTERACT

MITSUBISHI

We are NICKTIPS

TVSPOT ONLINE EDITORIAL

Regular 30 sek. TV campaign Regular banner campaign

Nick Tips - TV Product review, shown among other Nickelodeon programs Nick Tips - Micro site, product info, review and competition

We are NICKTIPS

REVIEW COMPETITON

EDITORIAL SECTION

Percieved as original vs similar product ads

Increased recall

Multiple touch points increases likeability

EFFECT OF MULTISCREEN

Online survey with client results are confidential

...AND IT IS WORKING

8,6 8,9 8,6

6,7

9,6 10,0 9,7

7,8

0,0

2,0

4,0

6,0

8,0

10,0

12,0

Q1 Q2 Q3 Q4

Serie1 Serie2

43.362 50.263

70.966 82.019

99.002

86.777

111.696

140.739

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

Q1 Q2 Q3 Q4

Serie1 Serie2

TV ONLINE

Advantedge/Omniture

2013 2014 2013 2014

CONCLUSIONS

Connectivity simply is

Double-edged sword

Less of the same

Second Screen Social Media Week Copenhagen

Social Media

Transcript of Second Screen Social Media Week Copenhagen