Posts Tagged ‘TV’
Friday, June 1st, 2012
SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.
According to a presentation by Casey Knox at AREA203 Digital, businesses with 100 or more social media fans see an eight percent higher click-through rate and 125 percent higher conversion rates. Her presentation states that one in five searches has local intent and 80 percent of mobile internet users prefer ads locally relevant to them. She also states that 70 percent of all mobile searches result in action within one hour. Those are some pretty power statistics.
If you’re still not convinced that you need to pay attention to the growing SoLoMo trend, a mobile commerce study performed by BIA/Kelsey indicates, by the year 2015, local search volume via smartphones and tablets will have exceeded that from desktops. Personally, I’m not sure it will take that long.
In fact, Nielsen and NM Incite published an infographic entitled, “The Most Valuable Digital Customers,” last Fall that shows consumers’ social, local and mobile consumption habits and how these interrelate. Some statistics to note:
- 66 percent of smartphone users say they access social media from somewhere other than home—at work, in the car, in airports, etc.
- 38 percent of connected device owners looked up product info for an ad while watching TV on their smartphone or tablet.
- 62 percent of U.S. adults online used their TV and internet at the same time.
- 51 percent of social media users say they were influenced by standard web ads on social media sites that show which of their friends liked or followed the advertised brand.
- Nearly all mobile internet users visit portals.
In a Search Engine Watch post, Lisa Buyer states it well, “Fish where the fish are. Taking your social PR message to the market works best when you take the message to the mobile market.” She goes on to state, “Publicizing events, news, and promotions to the mobile market becomes increasingly important for online marketers and brands. The social revolution is driving a paradigm shift in technology use and online public relations and social media campaigns need to go with the SoLoMo flow.”
The Localeze/15miles fifth annual comScore Local Search Usage Study was recently released and indicates the SoLoMo revolution has begun. As reported by Bulldog Reporter, Jeff Beard, president of Localeze, states “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum…”
It seems that SoLoMo can help you bring ultra-precise targeting of your campaigns—allowing you to reach the right people at the right time with the right offer. How are you taking advantage of social-local-mobile for your brand?
Tags: 15 miles, AREA203 Digital, BIA/Kelsey, branding, Bulldog Reporter, BurrellesLuce, campaigns, Casey Knox, click-through rates, commerce, Comscore, consumers, consumption habits, conversion, Fresh Ideas, Internet, Jeff Beard, Lisa Buyer, local, local search usage, Localeze, marketing, mobile, Nielson, NM Incite, online, product info, Public Relations, search, Search Engine Watch, smartphones, social, social media fans, Social Networks, SoLoMo, study, tablets, targeting, The Most Valuable Digital Consumers, Tressa Robbins, TV
Posted in Advertising/Marketing, Media Outreach, Media Relations, Mobile Media, Public Relations, Social Media | 1 Comment »
Tuesday, April 17th, 2012
A daily round-up of what’s trending in PR and the Media.
1. Hulu Plus hits 2 Million Subscribers, report says ”Hulu Plus had about 1.5 million subscribers in January, and has been averaging about 1 million new subscribers each year. That figure appears to be on the rise.” (CNET)
2. Copyright conundrum in Oracle-Google case: Is a computer language fair game? ”The final outcome of Oracle-Google trial will determine whether computer programming languages are subject to copyright law.” (CNET)
3. NYC Pressures Omnicom For Workplace Diversity “The city’s Office of the Comptroller has asked four holding companies — Omnicom, Interpublic Group, WPP and Publicis — to publicly disclose detailed submissions required by the U.S. Equal Employment Opportunity Commission to show just how diverse — or not — their workforces are.” (MediaPost)
4. U.S. Consumers Receptive to Social Media Appearing on Their TV Screens, According to Accenture Study ”Social media is showing signs of connecting with TV viewers as nearly two-thirds (64 percent) of U.S. consumers surveyed recall seeing social media symbols such as Facebook “Likes” while watching television, according to an Accenture study.” (MarketWatch)
5. NAB: Adobe Study Shows High Online Ad Engagement ”Completion rates for mid-roll online ads climb to 87% in second half of 2011.” (Broadcast and Cable)
Tags: Accenture, Adobe, Broadcast, BurrellesLuce, cable, CNET, consumers, Copyright, Engagement, Equal Employment Opportunity, Facebook, Fresh Ideas, Google, Hulu, Hulu Plus, Interpublic Group, media, Omnicom, online, Oracle, PR, Publicis, Social Media, subscribers, television, TV, U.S., WPP
Posted in Advertising/Marketing, Broadcast, Copyright, Media Industry, News Coverage, Public Relations, Social Media | No Comments »
Friday, March 2nd, 2012
Today’s TV now needs to be “social TV,” where the online experience allows viewers to share their experiences with other viewers and the world. Fans no longer have to wait to discuss the latest episode at the water cooler the next day; they are doing it in real-time and all the time.
Discovery Communications’ main social media strategy is engagement says Gayle Weiswasser, vice president, social media communications, during an American Marketing Association’s Washington, DC (AMADC) chapter program in January. Additionally, Discovery looks to build community, drive fans to tune-in, increase website page-views, and gather insights.
Most social media strategies contain the big three platforms, Facebook, Twitter and LinkedIn, but not all platforms are right for every organization. For Discovery, YouTube and GetGlue are also essential platforms. It even started a Pinterest page for TLC because TLC shows are very visual and tend to attract a lot of female fans. As quoted from this Desert News article, “If you’re an American and you know about Pinterest, chances are you’re either female or someone who heard about Pinterest from a female – because no fewer than 83 percent of Americans using Pinterest are female.”
(For tips on adding Pinterest to your integrative communications efforts, check out this BurrellesLuce newsletter: Understanding Pinterest and Your Audience and my BurrellesLuce colleague Tressa Robbins recent post about Pinterest and how companies and the media are using the site.)
Tips for Creating Social Experiences to Enhance TV Fan Bases
- Give fans exclusive content. This is a great way to drive engagement, Weiswasser says. Discovery offers additional scenes and other insights as rewards for comments and sharing. The content is usually only available for a limited time and is not available during the broadcast time for the show it promotes.
- Use multiple platforms to interact with your audiences. Weiswasser suggested making “co-viewing” apps available on multiple platforms to promote a linear TV experience for user who following the conversation on a number of different social networks.
- Think before you post. Weiswasser tells her team to ask, “If I were a viewer/fan, would I really like this post?” If the post is mediocre, she says it’s best not to post.
- Be aware of trends and hot topics. A great way to gain some momentum for your organization is to embrace the culture at the moment. Animal Planet, for its show “Hillbilly Handfishin’” tweeted, “@OldSpice & @FabioOldSpices – Are Either of You Brave Enough to Try Noodlin’? We Triple Dog Dare You!” Both of Old Spice’s spokespeople, Isaiah Masufa and Fabio took the dare for a couple of fun April Fool’s Day jokes on YouTube.
- Increase outreach success by having (celebrity) spokespeople interact with your communities. When Clinton Kelly of “What Not to Wear” took over the show’s Facebook page, they had the most activity in eight years.
Some other great takeaways from Weiswasser:
- Give the social media team authority to make real decisions.
- Listen and talk to fans.
- Build on the engagement you’ve made.
- Accept that not all audiences are alike.
What lessons have you learned from your social media fans? How do you encourage more engagement? Which new social networks are you adding to the mix?
Tags: AMADC, American Marketing Association, Animal Planet, apps, audience, BurrellesLuce, Clinton Kelly, community, content, Desert News, Discovery Communications, experience, Fabio, Facebook, Fresh Ideas, Gayle Weiswasser, GetGlue, Hillbilly Handfishin, Isaiah Masufa, LinkedIn, media, newsletter, Old Spice, online, Pinterest, social, Social Media, strategies, tips, TLC, trends, Tressa Robbins, TV, Twitter, What Not to Wear, YouTube
Posted in Advertising/Marketing, Broadcast, Industry Events, Online Video, Public Relations, Social Media | No Comments »
Monday, January 23rd, 2012
The recent jockeying for position and struggle to find an identity within the crowded and competitive world of network, cable, streaming video, and online television reminds me of one of my favorite Dr. Seuss stories, The Sneetches. The Sneetches were a group of yellow creatures, some with green stars on their bellies (a sign of distinction) and some without, until a character named Sylvester McMonkey McBean offers those without stars a chance to add them by going through his Star-On machine. In order to stay special the Sneetches formerly with stars happily pay the money to have them removed in his Star-Off machine. Ultimately this escalates, with the Sneetches running from one machine to the next, and to quote the good Doctor,
“until neither the Plain nor the Star-Bellies knew whether this one was that one… or that one was this one or which one was what one… or what one was who.”
The last few month, the news out of the “television” world has been very Seuss-like to say the least:
At this year’s winter TV press tour Kevin Reilly, entertainment president, Fox Broadcasting Company, revealed that his network plans to use web content as a development tool for the airwaves. “Something that starts in digital could be the next big primetime hit… We have an expertise, and a history, and proficiency, and a primetime audience base,” he confirms in this Atlantic.com article about 5 Ways the Networks Want to Change How You Watch TV. Reilly goes on to use Web Therapy starring Lisa Kudrow (of Friends fame) as one example of a web-only series that has successfully made the switch and is now aired on Showtime.
In an effort to kick start their declining subscription base, Netflix is beginning to act more like a network rather than your average streaming video provider. By jumping into the original programming waters, Netflix plans to release three new series in 2012 – starting with Lilyhammer, a crime comedy set in Norway’s former Winter Olympics headquarters, starring The Soprano’s Steven Van Zandt. Not to be outdone and fresh off a year where they realized 60 percent revenue growth in 2011, the web streaming service Hulu is launching its first ever original scripted series. Battleground, a mockumentary series described as “The Office meets The West Wing, premieres February 14, explains, this opinion brief on TheWeek.com.
And remember when YouTube was just a site where you could watch short clips of people doing funny and unusual things? Well, last week Reuters joined CNN and the BBC by unveiling its own channel to be shown on the popular video sharing site. The channels will show original content from Reuters on YouTube, which will allow them to leverage an army of over 3,000 reporters worldwide.
I doubt all the players involved with getting content to the masses will end up in blissful harmony like our friends the Sneetches, but it should be fun watching them run from one machine to the next having their green stars removed and re-added over again.
What are your thoughts? Please share them with me here on BurrellesLuce Fresh Ideas.
Tags: 5 Ways Networks Want to Change the Way You Watch TV, airwaves, Battleground, BBC, broadcasting, BurrellesLuce, cable, CNN, development, Dr. Seuss, Fox, Fresh Ideas, Harry Grapenthin, HBO, Hulu, Kevin Reilly, Lilyhammer, Lisa Kudrow, Netflix, network, online, press, programing, reporters, Reuters, Showtime, streaming, streaming video, Sylvester McMonkey McBean, television, The Office, The Sneetches, The Sopranos Steven Van Zandt, The West Wing, TV, web content, Web Therapy, Winter Olympics, YouTube
Posted in Broadcast, Media Industry, News Coverage, Public Relations | 1 Comment »
In St. Louis, three web managers/editors from local TV, radio and print media outlets discussed how to create web- and social-friendly content. At this Community Service Public Relations Council (CSPRC) luncheon, the media panelists explained what kind of information they sought for their websites, how they integrated social media, and how nonprofits (and others) could best work with them.
