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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Zeebox Social TV App Relaunches as Beamly

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The UK based Social TV App, Zeebox, has recently rebranded and relaunched their website, and iOS and Android apps under the new name of Beamly. Originally launched in 2011, Beamly wanted to change from being seen as a geeky TV guide app to a co-viewing experience that would allow users to follow and discuss their favorite TV shows and celebrities all day long.

Currently with 2 million active users, Zeebox’s original features, such as the live chat and screen sync functions, will remain. The additional new features allow for many more interactions, making Beamly more of a social network based around television interests. Users will now have access to news feeds and social media topics about their favorite TV shows, and they will be able to follow their favorite TV shows and celebrities at any time.  Co-founder and CFO Anthony Rose explained, “We had a dream which was to create participation TV… One day we realized that people perceived Zeebox as a new type of TV guide rather than a co-viewing experience. So in the last six months we’ve set about transitioning from model one, which was essentially that synchronized Twitter playalong experience, to a fully fledged social network for television.”

With the relaunch, Beamly is able to adapt to the vast changes that are occurring in TV viewing. Along with the changing trends of TV viewer habits, there is also the change in audience that Beamly has seen with their users. According to Rose, once users were allowed to follow shows, they were using the app twice as often, and once shows were allowed to follow them back, users were returning ten times as often. This feeling of a community attracted a lot of females and transformed Beamly’s users from a group of geeky men to a diverse audience, that is now mostly 16-24 year old females in the US.

By being able to adapt so well to the constantly changing TV viewing habits, Beamly will be sure to increase their user base and shake that geeky image that they previously had.

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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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.

New stats on social TV & the second-screen experience

One in six primetime television viewers use social media simultaneously, whether it is related to the show that they are watching or not. A recent study by the Council for Research Excellence (CRE) sampled 1,665 respondents in late 2013 and found radical increases in social TV statistics from a study carried out earlier in 2013 by Deloitte. The CRE study focused on second screen behavior and the sharp increase in using social media while viewing TV programs forecasts an even steeper rise in 2014.

The info-graphic below portrays a breakdown of these users activities. Of the 16% of television audience using social media at the same time, about half (7%) is engaging in social media related to the programming that they are watching. There are actually more viewers who are engaging in non-show related social media.

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This report found that Facebook is the primary platform used in the second-screen social media experience, almost doubling the frequency of Twitter in the behavior. However, Twitter is the leading platform for program related, second-screen social engagement. A study in early 2013 found that more than 90% of online conversations about TV are on Twitter.

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Despite the rising presence of social media in the TV viewing experience, traditional TV promotions are still more influential and effective in recommending new shows to viewers than social media ads.

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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.

 

ABC’s Scandal’s Use of Social Media Holds Over Restless Fans, as the Show’s Return is Finally Within Reach

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One of the most talked about shows on Television, ABC’s “Scandal,” has been using various social media platforms to promote its return this Thursday, February 27 at 10PM.  This show’s Facebook page, with nearly 2 million likes and almost 250,000 people talking about it, has used a variety of activations to excite its many loyal fans. Active on Facebook, Twitter, and Pinterest, Scandal’s integrated marketing communications approach maintains a coordinated front on all platforms.

The end of the last episode left viewers hungry for the next episode, with exhilarating drama erupting in the final minutes.  The return and mystery surrounding Olivia Pope’s mother, Vice President Sally Langston’s murder of her husband, and the ever-blooming romance between Olivia Pope and Fitz have left fans restless throughout the show’s winter hiatus. Yet many of them are grateful for the show’s social media presence being used to hold them over.

Even during the show’s break, Scandal has been maintaining fans high level of excitement by posting daily updates. Sharing videos of the official trailer and other sneak peaks on the show’s page, the promotion of the Pinterest account, and connecting fans with the cast members on a personal level—fans can wish the stars “Happy Birthday!” by liking the pictures posted—Scandal has created an interactive platform for fans on its Facebook, garnering thousands of likes for each and every post and update.

In the world of Twitter, Scandal has been even more present. With 438,000 followers, the account tweets pictures and uses hashtags such as #Gladiators, #Scandal, #ScandalThursdays, #WinterGladitors, and #CopeWithoutPope. The show is generating excitement and starting conversations among gladiator “wannabes”. By using the same pictures on its Twitter Feed and  Facebook, the integration and cohesiveness of this advertising push is reaping great success as it draws fans into the world of Scandal with visual appeal and exhilarating interaction:

On Pinterest, Scandal shares fans’ favorite quotes and other graphic representations of the inner-workings of Scandal’s intricate characters and plotlines.  In part due to the consistent reinforcement and spread of excitement surrounding the return of this masterpiece, viewership numbers of Scandal’s next episode will most likely be  sky-high, and as a fan, I personally cannot wait to see what Olivia Pope’s gladiators accomplish next.

Social Media Matchup– Jay Leno Farewell vs. Jimmy Fallon Debut

The Tonight Show with Jay Leno came to an end after 22 seasons last week, and with the end of an era came the start of a new one with the debut of The Tonight Show with Jimmy Fallon. Jay Leno’s farewell show on February 6th reached 14.64 million viewers and Fallon’s debut reached 11.31 million. While both episodes are the two most viewed Tonight Show episodes, which one accumulated more social buzz?

According to NielsonSocial Guide, and reported by Mashable, Fallon attracted more buzz on Twitter than did his predecessor. Roughly 79,900 unique accounts sent 157,600 tweets that night, amounting to 15.6 million Twitter impressions (number of tweets seen). This was much higher than Leno’s last episode which garnered 79,400 tweets from 52,400 accounts resulting in 9.9 million impressions. While the disparity could be related to the impressive list of big stars Fallon brought on for his first episode, it could also be due to the differing audiences which the comedians attract. Fallon draws a much younger crowd which is known to be more active via social media and therefore could result in the higher number of tweets and impressions.

Fallon’s most popular segment on the opening episode, “$100 Tonight Show Bet” can be seen in the clip below.