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Posts Tagged ‘Social TV’

TV: the ‘lean back’ medium is now more ‘lean-in’ than ever…

November 22nd, 2009 Comments

word of mouth picAccording to a report published early this year, over one-fourth of users ages 18-24 are interested in having more social media features integrated into their TV. The study found that there’s a desire to use social networking as a platform to actually enhance the TV-watching experience through interactive chats with other viewers and to have the ability to recommend shows to friends. Another new study by Knowledge Networks reveals that the ways in which people learn about and ultimately decide to watch video on TV or the Internet are remarkably similar – with verbal word of mouth (in-person conversations or phone calls) scoring well above social media as a regularly used source, and TV ads and search engines also playing major roles.

The “lean-back” medium is now more “lean-in” than ever.  The report, shows that television ads are the most important source for discovering new programs and deciding what to watch on TV (see table below), with verbal word of mouth coming in second for discovery and third for decision making (behind interactive program guides).

Program Discovery Study

‘We see a variety of important, often untapped opportunities for leveraging the ways people learn about and decide to watch video,’ said David Tice, Vice President and Group Account Director of Knowledge Networks. ‘On TV, the interactive program guide remains largely underutilized for promotion, given its central role in viewing decisions. And, with online video, one sees the possibility of placing too much emphasis on social media sources, such as tweets from celebrities, as direct drivers of viewing. In fact, it is ‘in-person’ word of mouth and search – even TV ads or coverage – that show more influence in the online space.’

At the same time we all know that viewers are increasingly leaning froward and socially engaging on other devices while they watch TV. This is know as media blur. LiveHive Systems, measures how viewers are socially engaging with TV while they watch. Their ‘Social Engagement Index’ summarizes the interactive behavior of viewers to determine in real-time how effectively a show is socially engaging its audience. ‘The Social TV movement is forcing media companies to rethink how content is produced, distributed, and consumed. However, the tools to understand how viewers are engaging with a show have failed to keep pace.’ said Dave Bullock, President, LiveHive Systems. ‘Nielsen ratings make a rough estimate of how many viewers are watching a show, but Nielsen is not able to measure how engaged these viewers are, or how they are promoting the show on the social web. These are critical metrics that determine a show’s value and its impact for both producers and advertisers.’

TV shows producers are trying to monitor when fans talk about the programs. Getting the attention of someone who is texting, tweeting or talking about a TV show might still be good enough, after all, if you can’t get them to watch the TV show in the old-school manner.

‘We are in the early, early stages of what is now kind of being deemed ’social TV,’ said John Moore, exec VP-director of media services at Interpublic Group’s Mullen agency. He envisions more TV programming having a built-in social component over the next decade. Consumers between the ages of 18 and 24 “don’t want this isolated TV experience,” which he thinks will prompt TV networks to connect their content to Twitter, Facebook, MySpace and various widgets that will be packaged with a new breed of TV sets.

The online video industry is moving closer to Facebook. The latest example is ABC.com for its “V” program, CBS with its initiative around CSI and the recent offering by Hulu. Facebook Connect is Emerging as powerful catalyst for Video Views. Randi Zuckerberg explains to us why (video originally published on Beet.TV).

While the online video industry is moving closer to Facebook, mobile operators are moving closer to Twitter as a way to increase their average revenue per user. Orange, which runs TV services in France, Spain and Poland, just announced to offer tweet-as-you-watch service and integrated mobile features. Until now Twitter users have only been able to send and receive tweets from their online account or by text message. The key to the deal, is that Twitter will become completely integrated with the suite of digital media services available via its mobile portal.

“In countries where we have TV services we plan to enrich shows by allowing people to tweet while they watch their favourite programmes,” said Stephanie Hospital, vice-president of marketing and development at Orange.

In a similar way (but for free), a new application is now available on iPhone (and iPod touch) called tvChatter, enabling viewers to tweet in real time about their favorite TV shows. Watch tvChatter’s vision in video.

TVtchatter

As audi­ences con­tinue to frag­ment, as more of us mul­ti­task with lap­tops on our laps while watch­ing TV, and as the Inter­net finally comes to our liv­ing rooms with a new gen­er­a­tion of solutions like listed lately by Gary Hayes (Social TV Reloaded – 20 Best Solutions), it’s only a mat­ter of time before tele­vi­sion becomes ‘fully’ social! Social TV offerings, are on many operators’ roadmaps.
(Published simultaneously on GLITNER’s Blog)

Movie & Television Social Media Marketing

November 13th, 2009 Comments

paranormal-activity posterParamount’s micro-budgeted ($15,000) horror phenomenon “Paranormal Activity” reached another notable benchmark yesterday, clearing $100 million at the US box office. The unusual roll-out of this movie is one model that studios and filmmakers are going to need to look at closely as distribution options for smaller to midsize movies continues to shrink.

Independent filmmakers and distributors are turning more and more to social media to help build online buzz around television shows, theatrical and dvd releases of blockbuster and independent movies. There’s an obvious opportunity for them, since these platforms are more affordable, by and large, than traditional, “old media”, especially if you stumble upon the holy grail of online marketing: the appropriation of your messages by the audience. Some have started saying: ‘If we all thought that Facebook and Twitter social media growth phenomena were extraordinary, wait until Social TV hits your screens.

One thing is for sure: Hollywood Studio marketers are becoming Facebook friends and Twitter followers!

“Facebook is really the focus for us right now,” said David Singh, executive VP of creative content for Disney. “Something like 70 to 80 percent of frequent moviegoers under 25 visit Facebook seven or eight times a day. In fact, I think marketers are fixated on Facebook because we tend to use it a lot ourselves.” (posted in The Wrap October 8th)

Stradella Road Study Moviegoers 2012David Singh is right. According to a study released last September by former New Line web marketing guru Gordon Paddison, who is now an industry consultant, 73% of 4,000 moviegoers have established profiles on social media networks.

David Poland has grouped them in 3 categories for us:

CRITICISM:
84% of moviegoers make up their mind to see a movie regardless of what the critics say about it.
62% of moviegoers now get review information online.
45% of heavy moviegoers rely on movie review aggregation sites, placing a high value in seeing an average score.
75% say they trust a friend’s opinion more than a movie critic.
80% say positive reviews from other moviegoers make them more likely to see a movie (vs. 67% who say a positive review from professional critics does).
40% say negative reviews from other moviegoers make them decide not to see a movie (vs. 28% who say negative reviews from professional critics would keep them from going).

WHO’S ONLINE?
94% of all moviegoers are online; this is true across age groups. 88% have high speed/broadband connections.
86% of moviegoers across all demo segments go online via computer or mobile device at least once a day. They spend more time each week online (19.8 hours) than they do watching TV (14.3 hours).
90% of all ages of moviegoers have mobile phones; 32% of moviegoers no longer use a landline (44% of the 18-29 demo).
93% use Internet search to find more information about movies. Exposures that trigger online search include: Seeing a trailer (71%), seeing a TV spot (60%), someone telling you about a movie (58%).

HOW DO MOVIEGOERS FIND OUT ABOUT MOVIES?
69% of moviegoers watch online video content; 66% of moviegoers who look at video content watch movie trailers and 55% watch movie clips.
70% credit awareness from in-theater trailers, 73% from television, 46% from word-of-mouth, and 44% from the internet… all ranking ahead of such traditional methods of advertising as billboards and newspaper advertising.

And this…

Movie choice is highly influenced by group decision-making. The fact that someone else in the group wanted to see a particular movie (55%) was as important to the decision process as the movie’s storyline (57%).

2012 just released in theatres is another (good) example. The movie’s Facebook and MySpace pages contain trailers, photos and other information on the film and promote the iPhone apps, the game and other elements.

Everyone seems to agree that consumers are more and more playing an important role in film distribution. Adertising Age looking at the ultra-low budget Paranormal Activity came up with four lessons to be learned for the marketing community:

- Let consumers dictate distribution.
- Don’t waste money on large-scale TV campaigns when you can talk directly to your fans.
- Don’t create false hype.
- When there are low financial barriers, have fun.

“Paranormal Activity” cost a mere $15,000 to produce, with little spent thus far on traditional media, so Paramount stands to recoup any overhead costs thousands of times over if the film catches on with a national audience. But despite the initial success, “If it all ended today we’d be very happy,” said Paul Greenstein, the studio’s co-president, marketing.

Futurist Ross Dawson interviewed by Davy Adams (CXO Australia) on the future of media and how should marketers best navigate the new order in order to influence buyer behavior, has answered:

There is no simple and foolproof path to success. For marketers, one of the most important issues to deal with is the shift to the “influence economy” (“influence landscape” document here), in which peer and expert influence dominates decision-making. Pushing messages will not give you access to key influencers; engaging in interesting conversations will. This requires capabilities that are new for most large companies.

Future_of_Media_Strategic_Framework

So to conclude, social media technologies could help filmmakers and distributors in:

  • providing insight and commentary in real time (from location during shooting)
  • promoting special contests, sneak previews
  • facilitating collaborative video production experienc
  • involving online communities in the design
  • building conversation about the movie or television season or individual episodes
  • opening dialogue between promoter and promotion participants
  • movie & television website traffic generation
  • promoting events such as movie premiers
  • posting press releases

but ‘none of it should be taken lightly (…), be elegant and responsible while at the same time being strategic’ (words by Gordon Paddison).

Related articles:

Film marketing: notes towards a social media toolbox.

Movie Marketing, Part 1

Social TV Reloaded