Interview: Breaking Down Silos in the Enterprise Through Social

In this episode recorded on location at social media conference, Social Fresh East, I was interviewed by Bernie Borges – See more at:

Four Tips for Maximizing Twitter Engagement with your TV Audience


It’s that time of year when kids go back to school, football is starting, baseball is ending, Mr. Autumn Man is walking down the street with his coffee, and television’s top shows come back for their big premieres.

At this point, it’s pretty well-documented that Twitter has been positioning themselves in the mind of network execs as a platform complimentary to TV, and user numbers seem to support their claims. In fact, 85% of users active on Twitter during primetime TV hours tweet about TV, with 66% saying they like to see Tweets from official show accounts according to a survey from FOX, db5 and Twitter in May.

Seeking to dig deeper into the relationship between a show’s Twitter strategy and its viewership, Twitter announced results of a data study that looked at two groups of like programs, ones that made live-Tweeting an active part of their strategy, and ones that did not. By looking at both they were able to identify some key trends and benefits that digital teams inside of media and entertainment companies can take advantage of:

Live-Tweeting lifts Twitter conversation 

  • Live-Tweeting from cast members during show premieres had 64% more Tweets that day compared to programs that did nothing.
  • Shows that live-Tweeted from the official handle also saw a 7% increase over those that did nothing.

Live-Tweeting lifts follower growth rate

  • When a program is on the air, and DOES NOT live-Tweet, there is a 6.5x lift in follow rate for the show’s official account
  • When a show DOES live-Tweet, that lift increases 15%, to 7.5x.
  • When a cast member live-Tweets, their follow rate increases 228% to 12.2x .

Now while all this research is great, it’s really supporting a gut belief that many TV marketers already realize. The problem (and reason why more TV shows aren’t participating) is a lack of knowledge into the most effective strategies for audience building online, and the miscommunication that occurs between marketing and production teams as a result.

So how can TV social teams take advantage of the benefit that comes from increased communication on Twitter?

Here are four tips for maximizing engagement on Twitter with your TV audience:


1. Make Social Sharing Easy for Your Cast and Crew

According to Twitter, “the most direct way to make an impact through live-Tweeting is through the cast members. They’re your greatest asset.” Most notably, ABC’s Scandal flooded Twitter with conversations during broadcasts, using hashtags like #AskScandal to connect audiences to the star Kerry Washington, creator Shonda Rhimes and the rest of the show’s cast, writers, and even makeup artists in real time.

The problem is TV stars (and celebrities in general) are not always the easiest to motivate when it comes to getting them to tweet for themselves. That’s going to take some work, but the best way to solve this problem is to bring the digital team into the production process as early as possible. 

Set up a season strategy guide and kickoff meeting for cast members, directors and even crew. Tell the production team the story of their audience members online. The social team probably has a much better view into real conversations taking place, so provide those insights back to the cast and crew to take into account as they’re engaging.

In your strategy guide include a look into what the show’s branded accounts are doing, official hashtags (and fan hashtags) and let them know that the team is there to regularly provide them with assets to share on their accounts (even going so far as including pre-written, suggested tune-in tweets if you have to).

If you can, connect your cast accounts into your social relationship platform. Often times cast members (or their assistant/personal community manager) get to slacking on posting, or in many cases are just not good at creating and engaging in social. A social relationship platform enables a network to push content directly through the cast member’s Twitter and Facebook accounts in these cases, in addition to gaining access to the invaluable data around that particular cast member’s social channels.

Other ideas are simple, you could set up a live-tweeting schedule and assign different people to different episodes and work with them directly. Even more fun, if you can get your team together why not host cast/crew parties where everyone watches and and tweets together?

2. Anticipate Social Storylines

A tweet is both the new applause and the new boo. Why not anticipate (and prime) these emotions? Work with production teams to find potential “tweetworthy moments” ahead of time. Lay out the types of keywords people might say to anticipate those results. Listen for those moments and reactions to them using social listening tools.

Plan your live-tweeting and moderation around these moments, set up moderation streams inside of your moderation software to easily segment tweets about your show based on keywords that determine sentiment, intent, interest in a certain character, the possibilities are really endless.

Make a gameplan that actually schedules out those peak moments for the community team to prep for in advance. Write it down on paper if you have to, no different than production teams have shot sheets.

For example, If your show airs at 8pm and it’s an hour long, and you know that roughly around the 5, 10 and 40 minute mark (give or take for commercials) are these “tweetworthy moments” you might want to list those out so you can plan content and prep for a rush of conversation during those times.

There are a lot of ways you can execute on these “tweetworthy moments.” Aside from live-Tweeting staples like photos, videos and text-based tweets, a reality show might set up a social poll to tweet out to their followers at the height of an episode that speaks directly to a moment in the show.

3. Create winning moments by identifying high impact conversations

Influence is real, and some conversations are just flat-out more engaging than others, there’s no way around it. In fact, the entire Twitter report basically supports this argument by telling social TV marketers to get their stars involved.

This relationship goes both ways, not only do influential cast members hold weight, but so do celebrities and other influencers also talking about your show online.

Let’s be real, top TV shows generate a TON of tweets in the one hour a week that their show might air. It’s almost impossible to respond to each and every tweet in real time, and even tougher for a TV show’s community team to decide who to respond to and about what.

That’s why I believe that TV community managers should be looking to surface high-impact real-time conversations (scored by combining the amount of engagement and true reach) that can result in an instant social lift for a TV show, or what I call “Moments of Spontaneous Conversational Combustion.”

Put simply, the faster you can respond to high-impact discussions, the more opportunities you have to boost viral discussions around your TV show.

So if Taylor Swift is talking about Sharknado, and SyFy responds to her, two massive overlapping audiences are seeing a public conversation play out in real time, increasing the likelihood of different audiences jumping into the conversation adding to the ripple effect.

And while Taylor Swift loving Sharknado is definitely awesome, any tweet from any user with any follower count can spark a high-impact discussion. A good social strategy (combined with Twitter’s improvements to the product through threaded comments, etc) encourages the audience to have their own discussions.

Social relationship tools like Expion can help analyze and filter these conversations to uncover these “Moments of Spontaneous Conversational Combustion.” Instead of flipping randomly through hashtag searches or chronological mentions, a community manager could set up customized streams in their moderation dashboard based on keyword, level of engagement, or other factors.

4. Build a Team of Passionate Players

Assign community managers (either internally or at your community agency) to shows they have interest in. Your community manager is spending all day and night immersed in story lines, so that constant mutual excitement helps build deeper bonds with the audience and also helps your community manager to avoid burnout because they’re actually having fun.

TV is highly polarizing. When you love a show you love it and can talk to anyone about it (people still talk about Lost and it ended like 5 years ago, I am one of those people). Execution is everything. You can’t expect to build a raving fanbase online about a TV show without having some great community minds behind your audience development who share that same passion. That’s why you need to hire amazing talent.

TV Networks are already reaping huge benefits from social engagement

We are already seeing TV networks engaging constantly in social with tremendous success. Aside from ABC’s Scandal mentioned earlier, SyFy* dominated social conversation with Sharknado 2 this summer and it resulted in an increase of 1.9 Million viewers from the first Sharknado. As Bloomberg put it, “1.6 million more people watched Sharknado than watched the most recent season premiere of Mad Men and a full 1 million more than the season finale of cult hit Community.”

Univision* might be the best example of a network who has blown up from their success with a social overhaul across all their shows from corporate-level primetime specials down to local social news teams. As a result, this summer Univision was the #1 rated network during July sweeps, beating out ABC, CBS, NBC and FOX for the second summer in a row.

So is your network primed for social engagement? If you haven’t started now, you’re behind. The distribution of content is only starting to really diversify. Decentralized platforms enabling viewers to watch wherever and whenever they want like Netflix, Hulu, WatchESPN, HBO Go and even basic DVR are breaking the traditional discovery model that network executives have been used to for 50 years.

As video becomes more fluid online, social engagement will become essential to finding and retaining loyal viewers for a show, as some have even said, social media is the new TV guide.

Don’t get left behind.


* SyFy and Univision are both customers of Expion

How Mondelez is Creating Value by Hacking their Corporation

Originally posted on Expion’s Blog

When we think about the word hacker, it often raises concerns about being violated. Cell phone hacks, credit card hacks, illegal invasions of privacy.

But at Expion’s Social Summit in Raleigh B. Bonin Bough, Vice President of global media and consumer engagement at Mondelēz International, suggested a second definition, hackers as experts of programmatically solving problems.

Many big organizations have been slow to adapt at the speed of digital. Bough highlighted companies like Dropbox, Square and Pinterest who have all achieved valuations in excess of $2B in a short period of time. Conversely, companies like Levi’s and Radioshack have comparatively plateaued in terms of growth in a similar time.

For Bough, this hits home personally. He referenced a study Bain conducted that stated by 2020 every single consumer package good sold in a grocery store will be connected to the internet. As a company that sells more than 8 billion products per month, it’s feasible that Mondelēz could become one of the world’s largest technology companies.

But to Bough, Mondelēz wasn’t prepared for this change. How could big organizations like his reinvent career opportunities and team structures to prepare for this new generation of created value?

The answer is in the new phase of marketing Bough calls Hackonomy, or creating value by breaking things where there is a lot of value to be unlocked by breaking process and breaking norms. Click to tweet this.

One of the most popular embodiments of this mentality is Facebook and “The Hacker Way.” 

Coming out of hacker ethics, The Hacker Way is “an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it — often in the face of people who say it’s impossible or are content with the status quo,” said Mark Zuckerberg in a letter included in Facebook’s S1 filing in 2012.

For the rest of us, it begs us to ask the question: “How do we reinvent ourselves daily, and how do we allocate resources to enable this hacker mentality?

Bonin gave some examples of how Mondelēz is hacking their marketing efforts internally.

Hacking Media

When you’re one of the world’s largest consumer package goods companies, you spend a lot of money on media, $198.7 million in 2012 in fact. 

Mondelēz found that they were reaching diminishing returns sooner than expected over the course of the past few years. After researching, they found that the only significant change that might account for this explanation is the growth of smartphones and tablets.

As uncovered in the #Expion14 Generation Z/Millennial Panel, Mondelēz’s next generation of consumers weren’t watching TV in the same places. They were moving to decentralized platforms like Vine, Twitter, and Facebook, or watching on tablets. This change isn’t a replacement for TV; it happens in addition watching live. When a commercial hits during a live broadcast, consumers see it as an invitation to pick up their laptops or phones.

So how do you take back the reach of millions in production of content and media spend and make it applicable for social audiences who are hopping from device to device? 

You atomize it.

Bonin and his team discovered that they could create twice the effectiveness of a television spot when they engaged in social at the same time. 

When you think about that, if you’re a CPG marketer spending 80% of your budget on TV, to make that work twice as hard for you is phenomenal.

So they took their activations and made them social. For a Wheat Thins “Sponsortunity” on The Colbert Report, they used Twitter’s video tools to clip and share pieces of the Colbert spot across various branded Twitter accounts.

After the integration, they found that they were able to create unduplicated reach resulting in almost 4x more people seeing the spot on Twitter than just buying the integration on TV alone. This didn’t even take into account the earned media that resulted from Colbert’s viral delivery as well.

They decided to take atomization one step further and built their own show with Fuse TV, creating a complete ecosystem for social marketing:

- Trident consumers tweeted about music and culture

- Trident and Fuse took tweets from consumers to form the basis for show topics on the Trident Fuse ‘Trending 10′

- People watched the show, saw their tweets on TV, and started new conversations in real time on Twitter

- Trident then cut up the TV show clips, shared 22 video clips across Twitter, and also created new Trident preroll ads for the clips from their own Trident TV show (because “nobody wants to watch the same preroll ad on 22 pieces of content” says Bough)

- Both new and old Trident consumers saw the ads, clips and tweets and started talking again, forming trends for a new show

- Rinse and repeat

The brand literally has a purpose at each stage of content creation and consumption, as you can see below.

Illustration by @nickcicero (not a real artist)

Hacking the Super Bowl

By now, pretty much everyone in marketing knows about “The Oreo Tweet,” a turning point in social marketing when Oreo’s team reacted to the blackout at the 2013 Super Bowl.

A small team sat inside a war room and pushed out the tweet that was created in the right place, at the right time, with the right message, resulting in Twitter madness, and advertising history.  

What’s interesting about “The Oreo Tweet” is not that it sparked the beginning of a new movement, but it was actually the culmination of a long running “hack” internally at Mondelēz to put the pieces in place to be able to make such a moment happen. 

Leading up to the Super Bowl, Oreo had been running their Daily Twist campaign, creating content for 100 days, not just for the US Market, but also were localizing content in six other countries.

That’s 600 pieces of content in 100 days that had to run through strategy, multiple agencies, creative, and legal approval every single day.

Through that process they developed the “muscle memory,” as Bough described it, to replicate and optimize that workflow. Additionally, they gained the ability to draft, publish and approve global content, while tracking and highlighting top performing content with Expion to build a successful process all the way through the creative lifecycle across multiple brands. 

For their team, the goal was not just making fun content in real time that resonated with pop culture. It was about hacking the workflow and culture around publishing social content inside the organization for the future.

Mondelēz has embodied the hacker mentality as they approach marketing communications, pushing their employees within these roles to go outside of traditional boundaries and processes to experiment with new ideas and to inspire others to unlock this value buried within.

You can watch the full presentation below, and we can all take a page from Bough’s mantra when he says – “The Best Way to Predict the Future is to Hack it.”

*Disclosure, Mondelēz Internatonal is a client of Expion


Facebook adds snapshot view for page admins

Screen Shot 2014-09-02 at 3.27.59 PM

UPDATE:

Why the @Colts Sponsored Content Works

News Feed FYI: Click-baiting

Originally posted on Facebook Newsroom:

By Khalid El-Arini, Research Scientist and Joyce Tang, Product Specialist

Today we’re announcing some improvements to News Feed to help people find the posts and links from publishers that are most interesting and relevant, and to continue to weed out stories that people frequently tell us are spammy and that they don’t want to see. We’re making two updates, the first to reduce click-baiting headlines, and the second to help people see links shared on Facebook in the best format.

Click-Baiting Headlines

“Click-baiting” is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see. Posts like these tend to get a lot of clicks, which means that these posts get shown to more people, and get shown higher up in News Feed.

News Feed FYI Click-baiting

However, when we asked people in an initial survey…

View original 537 more words

Brands can now add a custom Call to Action on Facebook Videos Natively

Noticed today that you now have the ability to create a video CTA natively inside of Facebook pages, instead of only through ads or the Power Editor.

This would be pretty awesome for all types of brand publishers, and I can imagine a ton of different use cases here when combined with the other Facebook products.

 A full post on all that to come, but thought I’d throw up a few screenshots of what I’m seeing.


Screen Shot 2014-08-14 at 3.36.57 PMScreen Shot 2014-08-14 at 3.39.18 PMfacebook video call to action Screen Shot 2014-08-14 at 3.42.00 PM

Pinterest Expands Self-Serve Promoted Pins Platform To More Businesses

Nick Cicero:

Get the money

Originally posted on TechCrunch:

Pinterest is rolling out its Promoted Pins platform to more businesses, the company has confirmed to TechCrunch, after we received reports from businesses who were newly being invited to join the pilot program. Previously announced earlier this summer, Pinterest’s “self-serve,” performance-based advertising platform is aimed at small to medium-sized businesses looking to gain more views for their Pins from Pinterest users.

Though the company had previously been testing its Promoted Pins product with a number of larger brands, including ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Lululemon, Nestle, Old Navy, Target, Walt Disney Parks and Resorts, and Ziploc, that initial group of Promoted Pins was sold on a CPM basis, based on the number of impressions generated.

Meanwhile, the self-serve platform partners only pay if users click through to view the promoted content.

Those businesses now receiving invites to try Promoted Pins may have already expressed an interest in the product, the company says.

“These partners…

View original 358 more words

Puma using Tweet to Unlock inside Twitter Cards

puma tweet to unlock

Engaged Twitter Users can boost TV Ratings

Twitter has been a serious catalyst for the advancement of television in the past few years. We have real-time social conversations about our favorite TV shows with friends and complete strangers more than ever before.

And while we’re clearly able to see the rise of Social TV with the infiltration of social into the broadcast experience through hashtags, socially curated experiences and onscreen visualizations, there has never been a real statistical correlation between Ratings and Tweets.

Data from Nielsen confirms what most of us already knew, a higher volume of Tweets has a general correlation with an increase in ratings for shows during that time period. Nielsen’s SocialGuide analyzed minute-to-minute trends in Nielsen’s live TV ratings and tweets for 221 broadcast primetime program episodes and found that live TV ratings had a meaningful impact in related tweets among 48 percent of the episodes sampled.

A heightened volume of tweets caused significant changes in live TV ratings among 29 percent of the episodes.

One of the first studies to provide hard, statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program, it further reinforces that Twitter and Broadcast media are perfect partners for connecting consumers to new content both on and offline.

“Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of Tweets, and, conversely, a spike in Tweets can increase tune-in,” said Paul Donato, Chief Research Officer, Nielsen.

“This rigorous, research-based approach provides our clients and the media industry as a whole with a better understanding of the interplay between Twitter and broadcast TV viewing.”

People on Twitter love talking about what’s on TV, TV provides an ever-changing selection of topics to talk about and viewers love using Twitter to find new content to watch on TV. This relationship is quite cyclical, and it makes sense too.

If all your basketball friends start tweeting about how Lebron James is on his way to an 80 point game or Clint Eastwood is rambling to an invisible chair and you’re already propped up on the couch, it’s likely that you’re going to flip and check that out. Screen Shot 2013-08-06 at 12.05.24 PM

It’s not just the broadcasters who are benefitting from that lift. Advertisers understand there is an increasing relationship between the campaigns they run during peak hours of TV watching and the reactions they can garner from those ads online in the moment. As a result, Twitter has been working on new ad models allowing advertisers to target users who have been exposed to their ads on TV.

So how can broadcasters and advertisers take advantage of Twitter on TV?

Close the Feedback Loop by Visualizing Social Data

One of the maxims people often exclaim about social media is “people are talking about you online if you’re there or not.” But just being there isn’t enough anymore to break through all the clutter that lives on Twitter. TV Shows (and their advertisers) are constantly competing with one another, networks competing with networks, shows with shows, blogs with news orgs, and they’re all normalized in the same feed of one consumer. Create a reason for people to talk about you before, during, and after your program. Don’t just let the conversations happen naturally, but be active and engaging with fans. For the most part, people love recognition, especially from anyone remotely connected to a show they’re tweeting about. Using show hashtags to collect, curate, and visualize tweets on site or on air (with a platform like Livefyre or Wayin) offers personal recognition at a large scale and activates new waves of users to create content.

Create exclusive opportunities that people wouldn’t normally have

Primary access is key. Give your audience an experience they might not ever get the chance to experience normally. From writers and directors to cast and crew, TV shows have a number of entry points to create new discussions and social campaigns.


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