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!