BuzzFeed Partners with Bravo and IFC to Launch Social Tune In Program

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BuzzFeed, the popular list-driven social news site, recently announced that NBC Universal’s Bravo and AMC’s IFC networks are the first two partners for their Social Tune In Program. This program will allow advertisers to cross-promote their content on BuzzFeed as well as their own websites. According to BuzzFeed, the Tune In Program will create “a full circle TV, social and digital program for advertisers.”

BuzzFeed president and COO Jon Steinberg said, “Everyone talks about the two-screen experience being synchronous but it is also asynchronous. People learn about the shows they want to watch online, and after watching those shows, they go back to the web to read and share about those shows.”

In connection with the Social Tune In Program, IFC has created a recurring on-air Saturday night ‘BuzzFeed Block,’ which is a double-feature bill of movies accompanied by accompanying lists exclusively created for IFC by BuzzFeed and available on both of their websites.

According to IFC, the ‘BuzzFeed Block’ has helped the network increase viewership on Saturday nights by 16% in the 18-49 and 18-34 age groups in the first quarter of 2014. Bravo has used the program to promote the “Online Dating Rituals for the American Male” on BuzzFeed as well as the “Real Housewives Awards.” With such positive results already, it is obvious the Social Tune In Program is working and will likely continue to grow with new partnerships to come.

 

 

 

 

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An EKG for Twitter and TV

95% of Social TV engagement happens on Twitter. Twitter has identified key opportunities for marketers to take advantage of the platform. These key opportunities include:

  • The power of hashtags
  • Integrating Twitter presence into TV ads
  • Live tweeting during popular programming

How can marketers track the effectiveness of twitter campaigns? It is necessary for TV program marketers to understand when tweeting about TV programming most popular. The infographic below explains.

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Social TV: New Platform for Advertisers & Brand Marketers

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Technology companies are working to create new ways to integrate social content into multi-platform broadcast deliverables in order to further the integration into linear and live TV programming. Miranda Technologies and Mass Relevance, two such companies, are collaborating to incorporate social content from Twitter, Instagram, Facebook, Vine, Google+, and YouTube for use on any digital screen.

This platform allows marketers and brand agents to develop campaigns with social content in real-time while engaging social media users and viewers. Mass Relevance has even expanded their scope to include tools that analyze social media content and relevance as well as features to further encourage user participation and content amplification. Sam Decker, CEO of Mass Relevance, stated that, “Social media has become an integral part of how we watch television, and leading media companies understand the value of bringing social content on-air to spark viewer interaction.”

Miranda provides production, play-out and delivery systems for television broadcasters and multi-system operators worldwide. Miranda’s on-air graphics system, Vertigo XG, creates high quality character generation, channel branding graphics, and visually engaging social media content.

Miranda and Mass Relevance are two of the companies behind the scenes in managing social content and data as well as incorporating it into the templates that go on air.

TV + Live Music = Heightened Social Experience

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Live music broadcasts on television are experiencing a serious comeback, with viewers and sponsors eager to tap into the action. In the past decade, popularity of such broadcasts was declining, especially among young viewers. Recently however, live music events have pulled in massive live, at home, and digital audiences. Some recent examples of such broadcasts that have influenced conversations on social platforms include the Grammy Awards and the Beatles 50th Anniversary.
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This year, the Grammy Awards was viewed by over 28 million people, one of the best showings in decades. The Grammy’s is the second most viewed of award shows, next to The Oscars, and garnered over 34 million social media interactions, a record setting accomplishment in the 2013-2014 season social events, according to SocialGuide.

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“The Beatles: The Night That Changed America- A GRAMMY Salute” celebrated the 50th anniversary of The Beatles’ performance on The Ed Sullivan Show. The performance by Paul McCartney and Ringo Starr was legendary and was accompanied by guest performances and presentations by Maroon 5, Alicia Keys and John Legend, David Letterman, Brad Paisley and Pharrell Williams, and Stevie Wonder (among others) making it a live music event that will go down in history. The broadcast created a lot of chatter on social media, especially on Twitter, with performers sharing sneak peaks and audience members anticipating and applauding the show.

The buzz around live music airings has established these shows as prime air time for sponsors and advertisers, who are willing to allocate large portions of their budgets to these broadcasts because of the escalated live viewer engagement — CBS charged advertisers as much as $1 million for a 30-second spot during the Grammys. Music is the most-discussed topic on Twitter in America, and advertisers are aware that leveraging these audiences has the potential to receive unparalleled reach.

Brands are eager to cash in on live music experiences, as research has found that live music audiences are more receptive of advertisements and sponsors than audiences at sporting events, charity events, and art exhibitions. This broadcast genre has infinite capacity, as there is always audience appetite, and hence social engagement.

“The nature of live television and those types of events, it’s the time, it’s the moments that people don’t want to miss,” notes SocialGuide. “That’s the beauty of social … [it] allows you to engage in real time and share that excitement with that larger audience. It’s in the moment, the ability to share in the moment. You know, once the awards are announced, the awards are announced.”

For more information on other live TV music broadcasts and their influence on social platforms, check out Gabirel Beltrone’s piece in AdWeek.

Why is Everyone on TV Dying? [SPOILERS]

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Even with the capabilities of on-demand, Netflix, and streaming, TV shows often dictate the way we live our lives and make our daily schedules. We get to know the characters on our favorite shows like they are our friends, hating their enemies as if they were our own. We feel TV characters’ pain and happiness; sadly, many TV fans have felt quite a bit of grief these past few weeks due to the deaths of so many characters.

The most recent TV death was on the series finale of How I Met Your Mother, angering loyal fans and causing a huge reaction on Twitter. (#HIMYM and #HIMYMfinale were still trending more than 24 hours after the episode aired). Killing off the mother played by Cristin Milioti was a tragic ending to the much beloved show. Despite the scriptwriters’ forward-looking approach to the final episode, which looked into the characters’ lives years into the future, viewers felt this was an untimely death. Will this ruin fans’ fond memories of the show?

But this has not been the only major death of a TV character in recent weeks. Shocking and devastating, the love interest and leading man in The Good Wife, Will Gardner, was killed in a seemingly random shooting in a scene at the courthouse. While defending a case, Will’s client stole a gun from court security and began shooting; Will was trying to wrestle the gun away when he was shot and killed. Although this was written into the script to relieve actor Josh Charles from the show, it leaves fans wondering where the show will go next. The romance and tension between good wife Alicia Florrick and Will Gardner has been a central plot point. Will’s death caused pain and grief, shown through the activity online through Twitter:

Now we can only wait to see how The Good Wife’s script, fans, and characters will cope with the loss of its knight in shining armor.

Scandal’s White House Press Secretary and husband of the Chief of Staff, James Novak, was also murdered in a recent episode. Shot by Jake of B613, the end of one week’s episode showed Jake holding a gun pointed at James and David. However, fans had to wait a grueling week to see which man would be dead in the subsequent episode. One of the most fun-loving spirits in such a serious show, the excruciatingly long and painful death of James caused quite a buzz on social media.

The real question behind all of these TV deaths is: why? Why are they all occurring at the same time? Can the fans handle it? Social media tells us how the viewers are feeling, but only time will tell if these shows can survive the premature deaths of their main men and leading ladies.

Could Instagram Surpassing Twitter for Mobile Users Increase Social TV Competition?

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This past week Instagram surpassed Twitter for having the most mobile users according to data from eMarketer. This news is extremely important for social TV as Twitter continues to be the number one social platform for TV viewers. Twitter has about 30.8 million users while Instagram now has 35 million and does not appear to be slowing down anytime soon.

According to a study done by the Council for Research Excellence, 1 out of 6 primetime TV viewers are using social media and about one half of their social media activity is related to programming they are watching. Additionally, social media was more than twice as effective at driving viewers to new shows than returning shows. This data along with Instagram overtaking Twitter in mobile users is incredibly important for TV executives to think about. Twitter continues to be the leading social media site that TV shows use, both in and out of season, to communicate with their fans. As consumers become more mobile-minded, social strategies will need to change to keep up with shifting platform usage.

 

Viacom and Tumblr Co-Branded Campaign

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Viacom and Tumblr announced that they will be exclusive partners in delivering co-branded content campaigns for advertisers on Tumblr, less than one week after Viacom settled its lawsuit with Google Inc. over YouTube videos. This partnership will kick off with the 2014 MTV Movie Awards on April 13, 2014 with content from MTV such as images, videos, and gifs on Tumblr connected to the show. Read the full press release here!

Who won for social TV engagement at the Oscars? #LupitasLipBalm

We’ve already reflected on Ellen’s charisma and humor throughout The Academy Awards on Sunday night, but who was the real social TV winner of the night? That would be Clarins.

Ellen played a literal ‘host role’ at the Oscars, checking in on Hollywood stars throughout the evening and even offering them pizza. It was during her collections to pay for the pizza (which she collected in Pharrell’s hat) that Lupita Nyong’o , looking fabulous, handed Ellen her lip balm.

“Lupita’s lip Balm! That’s worth something!” Ellen proclaimed.

Instantly, #LupitasLipBalm started trending on Twitter as viewers tried to identify the brand of lip balm that Lupita was wearing.

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Before long, it was discovered that the lip balm was Clarins HydraQuench lip balm, which according to the company, “almost sold out over night.”

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Lupita’s pizza contribution sparked sales for Clarins HydraQuench, an objective most brands have when they purchase a 30-second spot for the Oscars or the Super Bowl. Clarins however was the lucky recipient of free, organic, social advertising.  Perez Hilton took the opportunity of making a GIF about the interaction, leveraging the social sharing or the event to reach even more online engagers.

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Thoreau Warned Us About Ellen’s Oscar Selfie | TechCrunch

Check out this important read about what Ellen’s celeb-studded Oscar selfie means for the growing cultural wasteland in America:

Thoreau Warned Us About Ellen’s Oscar Selfie | TechCrunch.

Social TV: Facebook v. Twitter

Facebook is thought to have missed its chance on mobile and is supposedly losing young users to newer and less ad-heavy platforms such as Snapchat and Tumblr. Both television shows and brands are well represented on social media with thousands of Twitter followers and millions of Facebook likes. While followers and likes do not provide the same interactions, the Social TV conversation has been dominated by the two biggest platforms: Twitter and Facebook.

Social TV has played a prominent role in Twitters IPO as it is far easier to analyze and quantify Twitter conversation as opposed to Facebook interactions. Facebook has stricter privacy guidelines and the content created in that community is protected and therefore, much more difficult for analysts for fully access.

Facebook is trying to compete with Twitters position as the go-to live conversation platform with their implementation of the hashtag and “watching” status updates. Facebook has been joining the Social TV conversation and it may not be too late as Dave Poltrak of CBS maintains that Twitter has not yet won the battle for Social TV.

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Last month, a company specializing in social media analytics for TV, SecondSync, made a deal to gain access to Facebook Social TV data in the United States, the United Kingdom, and Australia. The first data release showed 10% and 24% of audiences interacted with the UK X-Factor finale and the Breaking Bad finale, respectively. SecondSync found that Facebook is used more as an immediate social medium with 60% of interactions during broadcasts, and that 80% of those interactions take place via mobile devices.

Interactions and tweets are not the same. An interaction is defined by SecondSync as a “TV-related post, comment, like, or share.” Facebook is more personal and Twitter is considered public, therefore posing a challenge to the future of social TV analytics. TV broadcasters, programmers, and advertisers are looking for more insights on how best to use social media to support their campaigns, and it seems that a presence on both platforms is necessary in order to have a well-rounded social media presence.