Tag Archives: social TV

SMWNYC 2015: “The Evolution of Social TV”

Written by: Rita Mogilanski
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SMWNYI attended Social Media Week in NYC last week and was impressed by the massive turnout. Each year, more and more people attend this conference as more agencies, platforms, products and brands try to keep up with the ever-changing space. One particularly noteworthy session (besides the fireside chat with social media celebrity Pete Cashmore) highlighted the evolution of social TV and featured panelists representing research and analytics agencies, as well as major television networks.

3 key takeaways from the session:

  1. “Social” and “TV” should not be considered two separate entities.

Television has always been naturally social. It has consistently been the main topic of conversation around the “watercooler,” even as the watercooler moved from the office to the Internet. Advertisers and content creators should not split “social” and “TV” from each other. Social TV as a concept revolves around making TV content appropriate for social platforms or including elements that encourage social conversation. Realistically, all content should be driving conversation and connecting fans with each other and with the cast members. Compelling TV content should be everywhere, influencing conversations in real time from the TV screen or from the second screen.

  1. Analytics and measurement tools need to adjust how they are assessing viewer data.

Qualitative measurements are becoming more important than quantitative measurements. The sheer number of people who are talking about your show in real time on social is not as important as the sentiment of the conversation and figuring out the emotional connection fans have. Did the majority of fans enjoy the episode? Will they return for the next episode?

The future of social TV measurement tools is moving toward a standard to assess all the different social platforms. Twitter is currently the main platform where real time marketing is being measured, but moving forward there will need to be a metric that takes all platforms and quality of social conversation into consideration to provide one standard of measurement. Additionally, with the new TV viewing habits of binge watching on weekends and watching TV online, networks may have to change how they look at each viewer. Traditionally, networks valued live viewership, but the viewer who watches five episodes in a row on a Sunday may be more valuable than one user who watched the show live.

SMWNY2

  1. Leveraging talent is the best way to reach fans.

Celebrities are naturally influential and can reach millions of users with just one click of the “retweet” button. Booking talent specifically for episodes paves the way for organic participation, as talent will want to encourage users to watch them on the show. Giving talent on a show a guide to how they can promote themselves on social, as well as plenty of content to promote on their channels, will help drive natural conversation.

Social TV is moving so fast that networks are scrambling to keep up. The traditional way of measuring viewership is slowly evolving. Those of us looking at social data to inform content need to keep sentiment in mind over volume, and look for ways to seamlessly integrate social to drive natural conversation.

List of panelists: http://socialmediaweek.org/newyork/events/evolution-social-tv/

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

LinkedIn Unveils a New App Dedicated to Job Searches
This week, LinkedIn added another app to its collection. The Job Search app (it’s sixth standalone app) is intended to do one thing very well: help users find and apply for new jobs. The app includes job search filters like seniority level, industry and location and both searches and individual jobs can be saved for a second look down the road. The app will also recommend positions to you based on openings you’ve viewed and saved job searches.

Facebook Officially Unveils Slingshot This Week
Facebook announced Slingshot this week, a messaging app to compete with Snapchat. Users can send photos and videos up to 15 seconds long using the app and once those messages are viewed and cleared by the recipient, they disappear from their phone for good. The only catch: Users are required to respond with an image or video in order to “unlock” those they receive.  This is a way for users to force users to share more frequently.  You do not need a Facebook account to use the app. Though the app was one of the top 50 most downloaded this week, it was topped by a new app that just arrived on the scene – called ‘Yo.’ The app simply lets users send the word “Yo” or “YoYo” to their contacts. Nothing else.  Stephen Colbert can explain further here.

Twitter Buys SnappyTV
As a broader effort to help users, brands and publishers connect more closely, Twitter has agreed to buy SnappyTV, which powers a popular platform for the live-clipping, editing and distribution of video across the web. The service is already a go-to for many of Twitter’s brand and media partners via its Amplify ad program. Twitter will invest in SnappyTV as a standalone product, as well as further integrate it into the platform.

Snapchat Launches ‘Our Story,’ Builds Community Perspective
As part of a broader shift away from ephemeral exchanges, Snapchat debuted “Stories” late last year – a feature that lets users share photos for up to 24 hours. Adding a collaborative component to the service, the start-up just unveiled “Our Story” so people at the same events can combined their own “snaps” into a single story.

FDA Finally Suggests Social Guidelines
The FDA has finally suggested some guidelines for how pharma and medical device manufacturers can use social media to market products and correct misinformation. The marketing guidelines acknowledge that third-party social media venues like Facebook and Twitter often have limited space to explain products and make disclaimers. However, the FDA emphasized that drug and device manufacturers must still comply with the original rules governing promotional messages, including the requirement to give information about specific indications, and balanced disclosures about the product’s risks as well as its benefits in each individual communication – meaning a statement about risks has to be in every Tweet, Facebook Post and so on. If it’s not possible to include every risk, the most serious should be prioritized. In all cases the company should also provide a link to more complete discussions of risks associated with the product. If there isn’t enough room to make a reasonable disclosure on the social media venue, the FDA suggests reconsidering using that venue.

Obama Hosted His First Tumblr Q&A
World Leaders are going social.  This week, President Obama participated in a Tumblr question-and-answer session. Obama held a press conference to discuss an expansion relating to the government’s “Pay As You Earn” student loan repayment program. The program limits the monthly payment amount of recent grads to 10% of their discretionary income. It raised many questions for students, so instead of hosting another press conference, the President decided to host a session on Tumblr, entitled #ObamaIRL.

Global Social Media

On Facebook, the World Cup is Bigger Than Olympics and Super Bowl Combined
Through one week of the World Cup, Facebook has already seen more people having more interactions about the tournament on the site than it has for Sochi, Super Bowl and the Academy Awards combined. A total of 141 million people have commented about, “liked,” or shared posts on Facebook about the World Cup. There have been 459 million different interactions. Much of the action is international: 85% of the people talking about the World Cup on Facebook are from outside of the U.S. There are 1.28 billion people on Facebook worldwide, 80% of which are outside of the U.S.

Noteworthy Campaigns

Jamba Juice Launches YouTube Dance-Off To Promote Healthy Smoothies
Jamba Juice, one of the biggest smoothie chains in the country, will soon be offering their own green juices to keep up with the growing green trend. To promote the new products, the company has launched a contest called “Blend In the Good,” which asks people to upload videos of them dancing, to signify the good both inside and outside of the drink. Jamba Juice teamed up with popular YouTube channel DanceOn, and is uploading the choreographed entries both to their YouTube channel and their website. Prizes for the top three entires include a trip to NYC, LA or SF in August along with a Jamba Juice gift card.

Advertisers Should Hop On The Second Screen Bandwagon

Written by: Rita Mogilanski
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For many, advertisements before videos are 30 seconds of branded agony. When all you want is the sweet satisfaction of the newest Jenna Marbles video, those ads had better be great. Wheat Thins got it right with the latest iteration of their Spicy Buffalo spot. This funny video ad features icons on the bottom right corner of the screen that each link to their respective social platforms.

Wheat ThinsI came across this ad on a TV network’s website while watching an episode clip. The ad is clickable, but links to Wheat Thins’ Twitter account while most banner ads or video ads link to a brand’s main website. Wheat Thins demonstrated that they know their target audience – millennials – and where they will be consuming content and how they want to interact with a brand. Ads that only link to websites are a waste from both a business perspective and user experience. If I accidentally click on it, I quickly leave the site, driving up the bounce rate. As a user, I am much more likely to seek out the brand’s Twitter account if I have questions, their Facebook page if I want to interact with them, or their YouTube channel or Vine account if I love their video content or brand voice.  

The lines between TV, social media, and advertising have become extremely blurry. A whopping 72% of people use mobile devices for video viewing and 75% of people use mobile devices while watching TV. Studies also show that some people aren’t watching TV in the traditional way at all, with 34% of millennials watching mostly online video and no broadcast TV.

Television shows have embraced this shift in attention, while many television advertisers have not.

The integration of social into TV and media has a direct impact on marketing and advertising. With more viewers using social and digital for an enhanced TV experience, custom online and second screen content needs to be a priority for advertisers. Television ads or video ads should have a social component or social call-to-action that can get fans involved. This is especially true for live television programming like sporting events and award shows. During live TV events, fans feel even more inclined to engage in real time with other fans and to avoid spoilers later. Wheat Thins’ social channel links on their video advertisement allow the viewer to easily continue the conversation online after the ad is over.

“The Tonight Show Starring Jimmy Fallon” is a great example of a show that has strategically increased its emphasis to a digital audience. While NBC expects Fallon’s ratings to be below that of predecessor Jay Leno, Fallon’s content is much more digital and social, and therefore more appealing to the desirable and hard-to-reach millennial audience. Clips from Fallon’s episodes become viral regularly, in turn not only promoting the show but also attracting advertisers.

Jimmy Fallon Tweet

While traditional television ads are not going anywhere anytime soon, it is imperative that advertisers keep up with the shift toward second screen viewing and social media interaction. Be on the lookout for a pop-up on your iPad that drives you directly to the product being advertised on your TV, or mobile apps that can scan ads in magazines and locate the closest store with the item in stock.

In the meantime, if you need me, I’ll be live-tweeting commercials.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Foursquare Now Lets You Order From Over 20,000 GrubHub Restaurants
Foursquare recently announced it has partnered with GrubHub Seamless to offer its mobile users access to more than 20,000 restaurants in hundreds of cities across the U.S. In the app for Android or iOS, all you have to do is tap the GrubHub or Seamless icon and place your order.

Wikipedia Adding Celebrity Voices to Wiki Pages
A new project called WikiVIP was announced this week that seeks to add the voice of celebrities and other notable people to the online encyclopedia. The project sets out to make sure there is a public and freely reusable record of what notable people sound like for “current and future generations.”

Facebook Partners With Social TV Analytics Firm SecondSync
This week, Facebook announced a partnership with UK-based social TV analytics company SecondSync. The two companies will work together to help marketers understand how people are using Facebook to talk about TV.

Facebook Announced The Launch of Paper
Facebook announced that it will soon launch Paper, a mobile application that re-envisions how Facebook users discover and create content.  Paper heavily emphasizes the tools you use to post to Facebook. For example, you will be able to see what your status update will look like before you post it. Stories on the platform are also different than what you are used to in your main Facebook app; photos are full-bleed and navigable and videos take up the entire screen.  Paper also splits up different sections based on story topics like technology, cute animals, photography and top headlines. The sections contain a mix of stories from outside sources like the New York Times as well as status updates from Facebook users.  These stories will not be solely algorithmically based. Editors from Facebook will be picking out stories they think are best.

LinkedIn  Channels Six Degrees of Kevin Bacon
LinkedIn introduced a new tool that’s a twist on the “Six Degrees of Kevin Bacon” game – but for professionals. The social network launched “How You’re Connected,” a visual enhancement that explores your path to a contact.  When looking for an introduction to someone you may not know yet, you will be able to see who in your network knows them, and also how they know each other to help you decide the best contact to request an introduction from.

Global Social Media

Sina Weibo Users Set New Messaging Record
China’s Sina Weibo has broken its record for messages sent per minute, after 863,408 tweets were sent during the first minute of the Chinese New Year. The record surpasses the previous best of 731,102 posts for last year’s Lunar New Year.

Noteworthy Campaigns

Uber Offers On-Demand Halftime Shows For New York Fans
Uber and Pepsi recently teamed up to bring Super Bowl “half-time shows” to the streets of Manhattan. The free shows appeared as an icon on the Uber app and users were able to request them between 11am and 5pm Tuesday – Wednesday of this past week. When a user requested a show, a 12-person team including a band and a cheerleader arrived by bus and put on a four–minute show.

Marc Jacobs Opens Pop-Up Shop Where Fashionistas Pay With Tweets
Marc Jacobs plans to open a pop-up shop during New York Fashion Week where dollars will have no value. All transactions at the Daisy Marc Jacobs Tweet Shop will be carried out based on customers’ user of the hashtag #MJDaisyChain across various social platforms.  The store will be open to the public February 7-9.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Pinterest First Ads Go Live
Last month, Pinterest announced its plans to begin experimenting with its first paid advertising product, Promoted Pins. The first of those advertisements went live for some users this week. Promoted Pins operate much like Twitter’s Promoted Tweets and Facebook’s Promoted ad products. Businesses will pay to show certain pins at the top of search results and category feeds. Ads will be contextual – a search for Halloween might produce an ad from an online costume shop.

Facebook Launches New Version of Insights
This week, Facebook released a new version of Page Insights. The tool’s newest version breaks down engagement and metrics into individual tabs, such as check-ins, likes and the number of people engaged. Managers can also compare these metrics to previous weeks or months to better understand how engagement on their brand page is changing. The update also lets managers view positive and negative interactions side-by-side to determine what content is working well with visitors.

Comcast Subscribers Can Soon Watch TV via Twitter

NBCUniversal and Comcast announced that they have entered into a partnership with Twitter that will let “millions” of Xfiniity TV customers view TV shows and movies via tweets through a new feature called See It. See It will be integrated into a show’s tweet, so that with the click of a button, a user can change the channel on their TVs right away, record a show or even watch the show on their mobile device. The See It button will start showing up in tweets later this year, and will let customers tune into shows online or from set top boxes, set their DVRs and even buy tickets through Fandango.

Snapchat Launches Stories
Stories, Snapchat’s latest invention, is a rolling compilation of snaps from the last 24-hours that your friends can see. You create your Story as you go about your day by tapping “My Story” above the friends you want to send a snap to. But unlike conventional snaps, Stories don’t disappear after you’ve watched them. You can watch a friend’s (or your own) Story over and over. Each Story is the sum of all the snaps that you’ve added over the last 24 hours.

Facebook Simplifies Ad Buying
This week, Facebook unveiled a major overhaul to its basic ad-buying platform, Ads Manager, and its more sophisticated offering, Power Editor, both of which now have a more streamlined interface. The platform now starts by asking advertisers to identify their objectives (sales conversion on a website, increase in mobile app downloads, increase page likes, increase engagement with a FB app, boosting in-store offer, RSVP’s to a Facebook Event, etc.). Once the objective has been identified, Facebook guides advertisers to the most appropriate ad. Users can also now upload multiple images for a single campaign, allowing five different ads to run at once. As part of the new analytics dashboard, they will be able to quickly assess which images are performing best.

Global Social Media

India May Have 91 Million Social Media Users By Year-End
The number of social media users are expected to grow 17% to reach 91 million in urban India by December 2013, on the back of rising Internet penetration due to increasingly affordable smartphones and availability of cost effective data plans. The number of social media users in urban India reached 78 million in June. Facebook is the leading website there, accessed by 96% of all users in the country.

Noteworthy Campaigns

Fruit of the Loom and LinkedIn Team Up For Ad Campaign
Global underwear company Fruit of The Loom will be sending free pairs of cotton underwear to LinkedIn users who have gotten jobs or changed jobs within the last 30 days. This is for the company’s “Fresh Gigs” promotion, which is part of their “Start Happy”campaign.  Eligible LInkedIn users will receive a message that says the company is sending them a complimentary pair of underwear to help kickstart their workday at their “new gig.” The recipients will also be able to select the style and size of their free underwear. They will also be asked if they would like to share the promotion on LinkedIn, Facebook and Twitter. The free pair of undies arrive in a gift box after two weeks.

Win Eminem Tickets Using Waze
Waze and Eminem are giving away an all-expenses paid trip for two to a secret location concert as long as you use the app and follow the clues. Although no deadline was announced, beginning immediately Waze users can look for “Shady” and “Gold Shady” pins marked with Shady’s backwards “E.” When tapped, these pins bring users to a sweepstakes URL where they can enter to win Beats by Dre Pill portable speakers and all-expenses paid trip to an Eminem secret-location show.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Twitter Testing New Local Discovery Features
Twitter is in the process of testing a new feature that lets you discover tweets from people within a certain distance of your location. The idea is to surface relevant activity based on on where you are in the world, serving up tweets from others around you – whether you follow them or not.

Twitter Signs Lucrative Deal with Advertising Agency
Twitter has signed a deal this week with Starcom Media Vest Group, part of Publicis Groupe. The multiyear deal, comes at the beginning of upfront season. The deal will include a virtual lab where the two companies will conduct research that will help advertisers connect Twitter and TV together. The companies will combine some of their resources they use for measuring and tracking data and advertising.

YouTube Lowers Prices to Attract Advertisers
YouTube is taking a novel approach to winning TV ad dollars during this year’s Upfront season: lowering prices. The video platform isn’t  exactly lowering ad rates, but it’s re-thinking the way it structures up front ad deals for premium content in the eve of its ‘Brandcast,” a big show for marketers and agencies in NYC next week. Last year, YouTube came out with packages requiring advertisers to make commitments to spend in excess of $10 million across YouTube. This year, YouTube is dropping those requirements. The new minimum is about $1 million for a wide variety of YouTube content that allows bigger advertisers to buy more and smaller advertisers to buy less.

Facebook is Testing a New Prompt Asking Users to Complete Their Profiles
Facebook has started prompting some of its 1 billion users on the desktop version of the site to complete their profile. Similar to LinkedIn, Facebook has started telling users the percentage of their profile they have yet to complete.  Facebook of course needs this info to serve its users more relevant ads.

Global Social Media

Unilever & Coca-Cola Join Facebook UK Advisory Board
Facebook has created an advisory board made up of representatives from brands and agencies, in a bid to improve marketing best practices. The UK Advisory Board will meet approximately four times a year to discuss product development, campaign measurement and marketing best practices. The board will be led by Facebook UK & Pan-Euro director Christian Hernandez and UK sales director Stephen Haines. Brand representatives include Tesco CMO, Unilever UK & Ireland media directors, PepsiCo UK & Ireland VP of Sales, and Coca-Cola UK & Ireland general manager.

Noteworthy Campaigns

Cap’n Crunch Gets YouTube Late Night Talk Show
Cap’n Crunch is looking for a comeback and is placing bets on social media to make it happen. The cereal brand is launching an online late-night talk show for its beloved animated character, hoping to rev up its loyal fan base that loved the product in their childhood. The new online animated series called “The Cap’n Crunch Show” will feature nine episodes throughout the spring and summer on its YouTube channel. Just like other late-night shows, it will air at 11:35pm ET/PT and is aimed at an adult audience. A new episode is available every other Tuesday, starting May 7. The Cap’n will conduct interviews with animated celebrities and fictional characters within a giant cereal bowl.  Topics of conversation include pop culture and social media.

Comedy Central Hosts Comedy Festival on Twitter
Next week, Comedy Central will host a five-day comedy festival that includes a lineup of legends like Mel Brooks and Carl Reiner alongside popular comics like Amy Schumer and Paul Feig. The festival will take place almost entirely on Twitter, with comedians posting video snippets of routines and roundtables and posting jokes using the hashtag #ComedyFest.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Ads Will Soon Display AdChoices Icon
Facebook display ads will soon sport the advertising industry’s AdChoices icon, allowing users to opt out of the billions of monthly behavioral targeted ads that appear on the social network. The icon will begin appearing on ads served via the Facebook Exchange by the end of Q1. Facebook will add the AdChoices icon to the “about this ad” link available in the drop down menu, which appears when users click on the gray “x.”

Facebook is Creating a Location Sharing App
Facebook is developing a new app that keeps track of a user’s location, and reports information to friends when they are nearby. The app will be released in mid-March, and will run even when it isn’t open on users’ phones.

Twitter Buys Bluefin Labs
Twitter has acquired Bluefin Labs, a social TV analytics company. Twitter continues to ramp up their ties to social TV, and with good reason, as we continue to see a strong correlation between people watching shows and tweeting about them.  The microblog hired a Head of TV last fall and secured a multi-year partnership with Nielsen in December to produce the first-ever social TV ratings.  Bluefin Labs offers detailed reports about which brands are discussed the most on social media. It can provide Twitter with the ammo it needs to hook advertisers by showing who needs to spend money to up their social media status and who needs to spend money to retain their place at the time.

Instagram Now Lets You View Your Feed on the Web
Instagram announced this week that users can now browse their feeds on the Web, just like they can already do on their mobile devices. To check yours out, go to Instagram.com and login to your account. The feed works similarly to the one on your mobile phone. You can browse through the latest photos from people you follow and get updates in real time as they post new ones. You can ‘like’ and comment on phones from the feed as well.

Global Social Media

Brazil: The Social Media Capital of the World?
Brazil is becoming a bright spot for social media companies as they seek more and  more growth outside of the U.S. Brazil is particularly appealing because China, the world’s biggest emerging market, currently blocks sites including YouTube and Facebook. Facebook has 65 million users in Brazil, which makes it the company’s second largest market outside of the U.S. By the end of 2012, Brazil was also the biggest market outside of the U.S for YouTube. Twitter says Brazil has become one of their top-five active markets. Globally, the average time spent on Facebook dropped 2% in 2012, but in Brazil, Facebook time grew 208%. The average time spent on YouTube grew 5%, though usage dropped 3% world-wide.

Noteworthy Campaigns

Banana Republic, Match.com, and Oh Joy Spread V-Day Love
Banana Republic is launching its new Spring clothing line with a global marketing campaign called “Love,” and is even trying to translate the ads into real-life, sponsoring in-store Valentine’s Day events with Match.com. The meet-and greet mixers are scheduled to happen after hours in New York, Los Angeles, San Francisco and Chicago. BR has also enlisted the help of fashion and lifestyle blogger Joy D. Cho of “Oh Joy” to share her personal love story. Cho and her husband have recreated their first date in Banana Republic clothing, with photos appearing on Facebook, Instagram, Twitter and Pinterest. Banana Republic fans can participate too, by sharing their favorite photos of hearts on Instagram or Twitter, for the chance to be included in a Valentine’s Day album posted on Facebook.

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites from this past week:

Social TV

The electronic water cooler is working after all—at least according to a new study commissioned by the Cable & Telecommunications Association for Marketing (CTAM) and conducted by Nielsen. The study finds that social chatter—particularly on Facebook—has a significant impact on what viewers watch on television.

The study found that:

  • 46% started watching TV because of chatter on Facebook
    • 54% of 18-34 were influenced by Facebook
  • 14% are influenced by Twitter.
  • In contrast, 9% said they were influenced by the TV show website
  • 8% influenced by web forums
  • 7% influenced by entertainment sites

You can read more HERE.

Connectivity Data

Semiconductor solutions company, Broadcom Corporation, published the results of a survey of 2,500 U.S. adults measuring connectivity trends across behavioral and demographic lines in today’s digital life. The survey revealed seven distinct connectivity personality types among American adults, defined by two key dimensions: Connectivity, or the level of device and social media use, and Behavior, or how web-enabled devices and online platforms are used to connect to others. It also identified a range of characteristics of those with the greatest connectivity quotient. A full report on the survey findings can also be accessed HERE.

Per the report, this chart shows how people access some of the most popular social destinations on the web:

Social Networks Used by US Internet Users, by Device

Desktop Mobile Total
Facebook 86% 84% 87%
YouTube 77% 68% 80%
Google+ 51% 42% 54%
Twitter 27% 34% 31%
LinkedIn 27% 14% 28%
Pinterest 18% 18% 20%
Instagram 5% 24% 14%
Yelp 9% 14% 12%
Flickr 9% 7% 11%
Tumblr 6% 7% 8%
Blogger 8% 5% 8%
WordPress 6% 3% 7%
foursquare 2% 6% 4%
reddit 3% 3% 4%

Source: Broadcom

How Social Media Users Access Social Media (Hint: Mobile is taking over)

There is no question that social media has gone mobile, as more and more consumers access their accounts via smartphones and tablets. Now, marketers are racing to catch up with consumers where they connect, employing a variety of strategies for outreach, according to a new eMarketer report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities.”

Source: eMarketer

Just for Fun

  • According to Genesis 1:20-22 the chicken came before the egg
  • In the Caribbean there are oysters that can climb trees.
  • A company in Taiwan makes dinnerware out of wheat, so you can eat your plate!

Source:  www.thefactsite.com