Posts Tagged ‘TLC’

Discovery – Using Social Media to Drive Social TV Experiences

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

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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?

Highlights from PRSA Travel & Tourism 2010: Muffy Steinhoff, High Noon Entertainment, & Johna Burke, BurrellesLuce

Friday, June 18th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PRSA Travel and Tourism Conference.  And I’m joined by Muffy.

Muffy, will you please introduce yourself?

MUFFY STEINHOFF: Sure.  My name’s Muffy Steinhoff and I’m a co-executive producer with High Noon Entertainment based in Denver, Colorado.

BURKE: Great.  Now, Muffy, you did a session today for the PR professionals. Try to talk to them about how they can best work with the broadcast media. Can you share some of those tips with the audience here today?

STEINHOFF: Sure. I probably have to first tell you a tiny bit about what we do. We provide cable programming for many networks. We have about 15 shows going on right now providing for eight to 10 networks. For instance, “Cake Boss” on TLC and “Tough Love” on VH1, and a number of shows like “My First Place,” “My First Sale” on HGTV and a number of shows for DIY Network and Food Network, such as “Food Network Challenge” and “Unwrapped.” OK, sorry, I had to get that out there.

So what kind of things could I tell you? Well, one of the things that I was telling folks today is that when you see a show that you think might have a connection for your property, it’s probably best to contact the production company as opposed to the network itself. For instance, if you had a pastry chef at a property that you thought would be a good fit either as a judge or a contestant on “Food Network Challenge,” you want to see who the production company is. It’s a slate at the very end of the show, and you can see that in our case it’s High Noon Entertainment. You can go to our website,, and see who produces that show, and then you can contact them directly.  And the closer you can target your message to the right person, the better off it is. We find people all the time who say, `Well, we went to the network and they never put us in touch with the production company.’ We do a lot of casting; we’re looking for the people.  If you can bring people to us that would be a good fit, that’s–that works out well.

BURKE: Great.  And where can people connect with you in social media?

STEINHOFF: I am on LinkedIn.  My name, again, Muffy Steinhoff on LinkedIn.  And also my e-mail address, which is msteinhoff@highnoonentertainment–no, I’m sorry,

BURKE: Great.

STEINHOFF: We changed it.

BURKE: Muffy, thank you so much.

STEINHOFF: Thank you.