Social summer 15 social tv 20 september final
33
CIPRsm SOCIAL TV A fertile ground for engagement and a nightmare for crisis
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Transcript of Social summer 15 social tv 20 september final
CIPRsm
SOCIAL TVA fertile ground for engagement and a nightmare
for crisis
CIPRsm
WHAT IS SOCIAL TV?
CIPRsm
IT’S STILL YOUNG
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IT’S MANY THINGS
Social TV is digital interaction between people
about television content or their
digital interaction with content that connects
people in a social way
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IT'S BIGGER THAN YOU THINK
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PEOPLE DO LOTS OF THINGS
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WE LIKE TO SEARCH
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CONNECTING THROUGH SOCIAL
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LOVE TO TALK TV
Over 104,000 tweets this
weekend alone
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AND WE CAN TALK…
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BIG ENOUGH TO STEER THE PROGRAMME
Twitter volume impacted the show scripts
Questions about a character
They changed the programme
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GROWTH IN COMPANION APPS
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PROGRAMME INTERACTION
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INCREASINGLY SOPHISTICATED
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THREE WAYS IT IMPACTS COMMS
Distracted Simultaneous Extension
Unrelated chatting in
social media
Talking in social about the
programme
Interacting with the programme
or broadcast app
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IT ISN'T ALL ABOUT THE BROADCASTER THOUGH
The brand opportunity
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CLOSING THE LOOP
Creating the opportunity for
greater communication value
Social TV allows brands to connect TV, mobile
and online
..and a greater risk during a crisis
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JOINING SOCIAL INTERACTION
Amplification Content association
Increase the content
currency
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SUPPORTING THE MARKETING EFFORT
14,000 tweets in a week making it the
most talked about ad
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HASHTAGS FOCUS CONVERSATION
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CONTENT BY ASSOCIATION
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THERE IS EVIDENCE
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GETTING CLOSER STILL
Being an enabler of the social TV and interaction can be just as compelling as being an advertising sponsor m.
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ENHANCE THE EXPERIENCE
Competitions and games that
enhance the broadcast
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CONTENT CONSUMERS CRAVE
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THE GOLDEN OPPORTUNITY
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JUST AS EASILY SOCIAL TV
Can be an issue
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OH THAT HASHTAG AGAIN
1,600 consumers used the # to criticise the brand before it was
pulled after two hours
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MONITORING THE SOCIAL SPIRAL
on air
Pre-show activity forum
focused
Twitter peak during the show
Follow-up in forums, a few blogs and one
news story
Analysis of BBC Watchdog:The social media conversation
Immediate future - 2011
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WHAT YOU CAN DO NOW
Understand consumer behaviour around TV
Experiment in social TV But plan for how you will extend the life
of any activity Plan for crisis that might start on the box Be clear on what you are wanting to
achieve And it new, so measure it!
CIPRsm
We help clients take a strategic view of where social media can add value to their business
8 years of social media experience
Specialists in a diverse industry
Industry leaders [and educators]
YOUR SOCIAL MEDIA CONSULTANCY
Top 5 most respected social media agency
According to NMA & Econsultancy
@katyhowell [email protected] 0845 408 2031
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Questions
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Thank you
The next Social Summer sessions is:
• Social media and its involvement with the Olympics/Paralympics – 27 September
