Social TV : How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

by Proulx, Mike; Shepatin, Stacey

• ISBN13: 9781118167465
• ISBN10: 1118167465
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-02-28
• Publisher: Wiley

Summary

A roadmap to new marketing opportunities arising from the convergence of media The Internet didnt kill TV! It has become its best friend. Americans are watching more television than ever before, and were engaging online at the same time were tuning in. Social media has created a new and powerful "backchannel", fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience on-demand television whenever and wherever we want. And "connected TVs" blend web and television content into a unified big screen experience, once again, at the center of our living rooms. Social TV examines the changing (and complex) television landscape and helps marketers navigate its many emerging and exciting marketing and advertising opportunities. Social TV topics include: Leveraging the "second screen" to drive synched and deeper brand engagement Using advanced social listening to find and target lean-forward audiences Embedding ads into content as it travels time-shifted across multiple devices Determining the best strategy to approach marketing via connected TVs Employing addressable TV advertising to maximize content relevancy Testing and learning from the most cutting-edge emerging TV innovations The rise of one technology doesnt always mean the end of another. Discover how this convergence has created new marketing opportunities for your business.

Author Biography

MIKE PROULX is a Senior Vice President and the Director of Social Media at Hill Holliday, leading a team with a focus on cross-channel integration and emerging media. He has spoken at dozens of events and contributed to a number of publications including BusinessWeek. He conceived, produced, directed, and cohosted the TVnext Summit, which took place in early 2011 and 2012. You can follow Mike on Twitter at @McProulx.

STACEY SHEPATIN is a Senior Vice President at Hill Holliday and leads the national broadcast buying and strategic media partnerships practice for the agency's portfolio of clients, including Dunkin' Donuts, Chili's, (RED), T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and HomeGoods. She has won multiple awards for her work and creativity, including the Advertising Age Media Maven award and MediaWeek's Media Plan of the Year.

Table of Contents

Preface ix

Acknowledgments xi

About the Authors xv

Introduction 1

1 The Backchannel: Bringing the Social Conversation to the Forefront 7

2 Social TV Guides: Curating Social Media for Content Discovery 33

3 TV Check-In Services: Creating Vertical Social Networks around Television 57

4 The Second Screen: Enhancing TV with Synched Content Experiences 81

5 Social TV Ratings: Adding a New Dimension to Television Audience Measurement 109

6 Bridge Content: Driving Engagement In-Between Episode Airings 133

7 Audience Addressability: Using Online and Direct Mail Targeting Practices on TV 157

8 TV Everywhere: Watching TV Content Whenever and Wherever 177

9 Connected TVs: Blending Online Content with Television Content 203

10 Conclusion (for Now): Connecting the Dots 227

11 To Be Continued . . .: Filling in the Gaps 241

Notes 245

Index 259