Stefan Olander – NIKE, Inc. - VP, Digital Sport Fred Santarpia – VEVO - General Manager Andrew Wilson – EVP and Head of EA Sports Allyson Felix – Track and Field Athlete; Olympic Gold and Silver Medalist Jimmy Fallon — Moderator
This may have been one of the most anticipated panels for me for two reasons. The first is that I’ve always admired Nike and how they inspire their audience and move their communities. The second is a little more obvious, his name is Jimmy Fallon.
I made sure to arrive 45 minutes early— the line still wrapped around the entire floor of the hotel. But I had no reason to be surprised. The session starts with a roaring welcome for the panelists and Jimmy and kicks off with a fun introduction about what Nike is doing with their Nike+ program and the thoughts behind it.
With Nike+, users can track their physical activity throughout the day and share with their friends. It turns athletics into a social game. The thought process from Nike is that if users are empowered with knowledge of how they are working out- they will increase their physical activity. Know more, do more.
When the conversation turned to athletics becoming a social game, Jimmy referenced the video game SIMS and how his avatar running on the treadmill in the virtual world was the most social exercise he had. Of course, laughs followed. Once the panels began wrapping up, they started Q&A. I honestly can’t remember this guys question, but it ended with him and Fallon facing off in a sprint race. See video below for the hilarity.
Aimee Viles VP, Emerging Media Bravo Andy Cohen EVP, Dev & Talent, Bravo Host, “Watch What Happens Live” Bravo Dave Serwatka VP of Current & Cross Platform Productions Bravo Lisa Hsia EVP of Digital Media Bravo Media Tom Colicchio Head Judge/Top Chef Bravo
This was such an amazing panel. Andy Cohen was hilarious as usual keeping the conversation light and refreshing. The main topic was their efforts around theshow “Top Chef: Last Chance Kitchen” where they experimented with “transmedia”. They allowed viewers to interact and decide the direction of the show using social media. This type of interaction drove buzz, engagement and ratings for the network and show.
Andy played a hilarious game of “I plead the 5th” with the panelists asking questions like, “When was the last time you watched porn?” and “Who is your most annoying/least favorite vendor?”. Of course, laughter ensued throughout the room. When audience Q&A started, the group “Awww” came when a man asked Andy a question for his wife (who was on his cell phone back home). The opposite happened when a woman stepped up to the mic to plug the product she was intro’ing at SXSW. Not a good move.
“For NASA, we are about investing in the future… Future of tech, of collaboration, of government”— Nicholas Skytland (engineer, designer, entrepreneur, and advocate for NASA’s Open Government Initiative)
Members of the hit show The Great Food Truck Race sat on this panel and discussed how they use social media and how their best practices can be used in marketing for other brands.
The key message of this session (and most of these sessions) is authenticity. You’ve got to be ‘real’ with your audience. If you’re being fake and sales-y, they will know! They encourage marketers to use social to let your brands culture and voice shine through. It’s the best way to reach your consumers on an intimate level and make them feel like a part of the whole experience.
Today was another dreary day in Austin…well weather-wise :) I trekked it over to the Intercontinental Hotel this morning for the “Integrating Brands into Social TV” session at 9:30am. I attended a similar session yesterday focused on the correlation of ratings and social media/buzz. I think 2012 will be the year of the social TV…and I LOVE it.
The panel this morning included Jennifer Kavanagh (SVP, Oxygen Media), Johnathan Carson (CEO Neilson Digital), Kristin Frank (SVP, MTV/VH1), Mike Shields (AdWeek) and Michael Cupo (Dir. Social Media, ESPN).
We were hit right off the bat with a few stats Neilson had around the life cycle of a show and it’s correlation to social buzz. Did you know when show (during premiere season) gains 9% in social buzz, it results in a 1% increase in ratings? And during finale season, it takes almost double the social buzz to garner the same increase in ratings.
The next set of stats were around how content is being consumed. While this panel was focused on the broadcast/media industry- a lot of these can easily translate to other fields. Simultaneous viewing, or second screen, is actively viewing different content on different screens or devices. With the increase of simultaneous viewing there are several opportunities to engage with fans where they are consuming content.
The top ‘second screen’ properties are Facebook, YouTube and Zynga. This means, while people are viewing their favorite TV show, they are also checking Facebook, on YouTube or playing a Zynga game. The most interesting to me is that YouTube is a top second screen when people are already viewing video content on their television.
This shift to second screen has created a new sense of necessity to watch shows live instead of from a pre-recorded show stored in a DVR system. Viewers watching live can follow personalities and other viewers online and interact with the larger community in real-time. It brings the “water cooler talk” a viewer would have the next day at work into real-time conversations with other viewers online.
So, where is the opportunity? The opportunity lies in the second screen for most brands. While your fans are watching a show focused on cooking, for example, why not message them on social networks during the live viewing about a new recipe or what’s happening at the show? It will keep them constantly engaged in the conversation and topic. This helps create meaningful experiences for the viewers as well as community for the brand. If you’re not a broadcast brand, there are still opportunities. You’re a cooking supply retailer and there is a Top Chef finale where you know all of your foodie-fans will be watching- ask your fans how they would use your tools for the challenge on the show? The second screen is going to be where your community lives.
Such a great panel with some industry leaders- can’t wait for the transmedia panel with Bravo later today!
Are you struggling to market your startup? Do you have a great idea, but aren’t sure how to reach your audience and get customers? Even if you have the greatest product, marketing your product may be more difficult than you think. This workshop will cover the most effective and unusual marketing tactics that work for startups.
While a lot of people will be enthusiastic because they want to see you succeeded, it might be a little more difficult to get results. People will buy into your product because they buy into you, this is why it is important to keep the marketing personal. These business are based on knowing, liking, and trusting. Everything you do should be based on these three elements.
Often, startup marketing begins with an email plea to friends. This misses the target and skews the data. A better way to build an initial audience is to ask the people you know for three relevant contacts of theirs to build the audience specifically.
Content should be developed for a very specific audience. Just because you aren’t specifically targeting a demographic, this does not exclude customers from using their products. Defining a specific target will make your marketing easier, so define a niche marketing strategy. "Know your first 100 customers intimately" "Focus on the people that like your product and don’t worry about how influential they are" "Find partners to propel your business" "be the expert in your category"
Once you have you plan in place, how do you make customers love you?
1. When you don’t have a lot of money, be super creative.
2. Set and beat expectations.
3. If you don’t have the budget to compete, change the rules.
Quick ways to start WOM
1. Force people to ask questions.
2. Make them scratch their heads and think about your company.
3. Remember: if a word of mouth marketing campaign fails, nobody hears about it!
4. When you don’t have a budget, it gives you license to take chances.
5. When you have absolutely no budget, you must leverage other people’s property. Ex. eBay grilled cheese, Craigslist missed connections
6. Build a myth so you can capture the magic of something to keep the story going.
Take away: ‘Best reason in the world to not do things the way others do them is that most people aren’t successful.’
@TVengagement: Does Social Media Drive TV Ratings?
My first session of the day (and of the conference)! The title of the session is a question I think I already know the answer to based on my personal multi-screen habits. It’s a packed room, I made sure to claim my power outlet as soon as I walked in- Siri needs juice!
We have a great panel consisting of Colin Helms (MTV), David Jones (Shazam) , Ellen Stone (Bravo) and Susie Fogelson (Food Network) and Tara O’Donnell (Text 100 PR). I can’t even count how often I’m engaged in social while watching Jersey Shore (don’t judge), Real Housewives or Chopped!
- After a quick poll, the room is 90% digital marketers, I’m in good company :)
- Is there proof in correlation between social and ratings? We shall debate and see
- What makes a good SM campaign to align with TV? (Ellen) it’s all about a two way conversation- we encourage our fans to interact with our talent. The Talk Bubble allows fans to question and become a part of the experience to create a meaningful experience. We have to make sure our content is relevant and engaging. (Susie) Like all interactions, we must create great content. It should be consistent but also unique to each persons experience. We did a “live” Thanksgiving. 15 million impressions over 24 hours. Viewers called in and engaged on social. Using your talent and using live events are the most engaging.
- How mobile compliments linear programming: (David) ABC launched Grey’s Anatomy’s new season used mobile to engage and invite viewers to watch live. Live events are “Shazam-able” to create richer experiences.
- Does every linear program need a social component? (Colin) yes, but its important to scale. These shows are going to become social whether you’re driving it or not. SM is the opportunity to bridge audiences. “Campaigns” are one off- we need communities with ongoing conversations. (Ellen) We have to be timely, use the networks smartly and be genuine. And keep the conversation going. Social is def giving ratings a lift.
- (Colin) Neilsen did a study that shows correlation between social and ratings- saw a 9% increase- this year, we will focus on measuring this as an industry.
We live tweet during the shows to set the tone with our audience by engaging our talent.
- driving communities when there’s not a new launch…social strategy? (Susie) Food is inherently social- constant conversation is important. In between promos, we use interest polls. A poll like “ketchup v mustard” to just engage audience without a major promo for the network…ps, mustard won.
- Authenticity, authenticity, authenticity!
- Can’t sell cookware on the Top Chef Page, the audience knows what you’re doing
- (Colin) original content makes communities feel special/unique- we had our talent create content. They know you created that content just for them
- (Colin) SM is not a discreet activity, its an ecosystem.
- (Susie) Food Truck Race: used social to rally fans for local trucks. Went from TV to social to experiential by offering food truck lunch. Gained PR with the Daily News. The buzz drove ratings. It started as traditional media (TV), then went social and circled back to traditional (PR) to drive ratings. Over 6 weeks, they gained 100k new “likes” and 70k new Twitter followers
- (Ellen) Andy Cohen uses his personality to interact and engage viewers live. For New Years Eve, Bravo used Foursquare…Check in to our NYE show and see it on TV- Bravo had 2-3 check ins per minute! We engaged a lot of people in a new space when everyone else was watching Dick Clark.
- The next phase is using talent in social and working that into talent contracts
- (Susie) Twitter seems to be used more commercial- and a challenge is that we can’t control what they say, they are their own brand and have their own voice
- social and ads? (Ellen) Be careful, don’t be too commercial. You need to stay authentic and stay true to the brand.
- Metrics? Oooh, aaah… (Susie) We measure who’s just stopping by and who is viewing. View times are increasing and we can totally charge that to social.
You’re head spinning? Don’t worry, right there with you. This was a great panel- on to the next!