Shareablee CableFax Bootcamp updated Cablefax... · 2020. 1. 3. · Game of Thrones 18 ,354,9 7 7 16,9 9 7 ,045 511,8 9 4 8 46,038 The Vampire Diaries 17 ,463,459 17 ,150,148 237

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TV and Social had a big year in 2013:

2.3 Billion Engaged

Moments

Nearly 1.4M People Participated in this Moment on Facebook

Measuring What Matters in Social Media:

3 Key Things

Driving Awareness and Word of Mouth Recommendations Across

New, Existing (and Potentially Elusive) Video Viewers

Getting to Know Your TV Program Audience Better

Tune in, Premieres and Online Viewing

Social Audiences Are Growing Fast, Particularly in the lead up to Fall

Programming

2013 By the Numbers

Engaged Social Moments across TV Properties 2.3BN

% Of Social Media Users Who Engaged with At Least One TV Show 73%

Total Pieces of Content Posted by TV Shows and Networks 4.7M

Average Unique Engaged Audience Per TV Show Property/Monthly 122K people

Total Amplification 285M

Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Average Monthly Unique Engaged Audience Tv show

+96%

XFINITY 31%

DIRECTV 26%

DISH 23%

TWC 10%

Cox 7%

U-verse 3%

Other 0.44%

Engagement

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cross Platform Social Amplification Tv show

+106%

9.7M

20M

Sharing of TV Show Content Jumps 106% in 2013, while number of Posts only

increased by 5%

Jan 2013 Jan 2014

Total Actions 111,062 225,523

(+103%)

Uniques Per Post 2,302 4,069

(+73%)

Average Engagement Per Post (%) 0.17% 0.23%

(+35%)

Posts 48 50

(+5%)


Top 10 TV Shows of 2013

Title

TotalCross

PlatformActionsFacebook Twitter Instagram

TheWalkingDead 88,714,511 80,795,751 1,802,941 6,115,819

DuckDynastyonA&E 77,759,491 66,751,076 1,056,049 9,952,366

PrettyLittleLiars 48,669,561 45,153,577 3,515,984 n/a

BreakingBad 26,452,573 25,563,967 871,153 17,453

NCIS 21,755,444 21,630,973 124,471 n/aCriminalMinds 19,065,899 18,951,658 114,241 n/a

TheBigBangTheory 19,031,172 18,788,451 153,681 89,040

GameofThrones 18,354,977 16,997,045 511,894 846,038

TheVampireDiaries 17,463,459 17,150,148 237,879 75,432

SonsofAnarchy 17,389,708 16,918,289 276,306 195,113

• Fan Pages in the TV Show category received an average of 1.7M Social Actions in 2013 • The top 10 Shows indexed over the category average by at least 71%


TV Show Engagement in 2013: By Platform

Facebook 84%

Twitter 6%

Instagram 10%

Platform


How willing is your audience to share content on your behalf?

Castle 41%

Hostages 2%

The Blacklist

57%

Cross Platform Amplification: Who Won Monday night Social Word of

Mouth this week in November?

3,538,754

64,361

365,632

Castle

Hostages

The Blacklist

Fans

*Amplification = Shares + Retweets, November 2013


* 18-49 Rating 18-49 Share

Blacklist 2.9 8

Castle 2.2 7

Hostages 1.1 3

*Nielsen TV Ratings 2013 ©

Top 10 TV Networks in January – by Total Engaged Audience

(De-duplicated)

TVNetworks

CrossPlatform

UniqueEngaged

Audience

CrossPlatformActions(Total)

CrossPlatformTotalPopulation

%PopulationEngaged

TVNetworksAggregate-CategoryAverage280,046 488,637 2,998,383 9%

BET 4,108,153 6,237,831 5,226,494 79%ESPN 3,786,904 6,928,569 18,814,314 20%MTV 2,815,686 4,492,833 59,791,100 5%

CNN 2,073,825 4,178,776 20,067,412 10%ABCFamily 1,989,642 3,642,139 3,854,595 52%NFLNetwork 1,425,861 1,998,474 2,724,953 52%

E!Entertainment 1,423,621 2,506,989 7,468,206 19%Discovery 1,096,862 2,090,559 19,923,826 6%

HGTV 830,459 1,401,937 3,293,508 25%

• ABC Network’s social audience were 4x more likely to share, retweet than the other Broadcast properties in January


The Rise of Instagram in 2014: Social Audiences on Instagram drive 21x

their sheer numbers

71%

76%

8%

22%

21%

1%

% Engaged Audience

% Population

Facebook Twitter Instagram


Social TV: Some Trends and Best Practices

Why did this one post do so well/poorly?

How frequently should I post?

Is shorter content more engaging?

How come my video posts don’t perform?

What time of day/day of week combinations work best for my audience?

Can I be engaging while also encouraging my social audiences to tune in on their TV sets?

Should I ask questions?

What else can I do to get people to respond to what I’m posting?

13

12%

22%

9%

57% % Type of Posts - Facebook

Post Type: Photos consistently drive content performance across these three

verticals, but other post types perform differently

7% 4% 5%

84%

TV Shows

Status Link Video Photo

% Engagement Driven by These Posts - Facebook


14

How much does active language impact engagement?

0%

5%

10%

15%

20%

25%

30%

35%

Premium Cable Cable Networks TV Shows

Call to Comment Call to Like Call to Other Call to Share Call to Website Includes Question

0%

10%

20%

30%

40%

50%

Premium Cable Nets Cable Nets TV Shows

% POST

% ENGAGEMENT

3% 3% 2% 5%

10%

28%

3% 4%

9% 6%

11%

11%

2% 3% 3% 2%

8%

30%

1% 2% 1%

9% 8%

24%

4% 6% 5%

12% 9%

23%

3% 8%

3% 4% 8%

27%


What about Tune In Messages?

16%

7%

84%

93%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Engagement

Posts

Inc Tune In Does Not Inc

* For programming content, Tune In messages grew average engagement, and this was greatly heightened within 2.5 hour windows of programming, and day before air-time


Best Practices – Cable Operators Effectively Using ‘Call to Like’ and Share

Best Practices –Cable Networks Effectively Using ‘Call to Share’ and other Key Drivers

Best Practices – TV Shows Effectively Using Call to Share and other key drivers

å

Beyond total engagement: Excitement

Social Engagement Following TV Premier – An Opportunity Missed

0

0.005

0.01

0.015

0.02

0.025

P-7 P-6 P-5 P-4 P-3 P-2 P-1 P P+1 P+2 P+3 P+4 P+5 P+6 P+7 P+8 P+9 P+10 P+11 P+12 P+13 P+14

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Avg. Post Engagement

Sons of Anarchy • Fan page engagement peaks immediately prior to Premier episode airing • Engagement recovers slightly for second episode, but is not maintained • Premiere: Sep 10

Sept 10th Premier

Days from Premier

6 posts

1 post 6 posts

3 posts

3 posts


Social Engagement Through a TV Season – An Opportunity Realized

The Walking Dead • Fan page engagement peaks before and after each episode airing • Engagement is maintained throughout the broadcast season

Air Dates

0

0.002

0.004

0.006

0.008

0.01

0.012

0.014

0.016

0.018

0.02

6-Oct 13-Oct 20-Oct 27-Oct 3-Nov 10-Nov 17-Nov 24-Nov 1-Dec 8-Dec

Avg. Post Engagement


Social Engagement Following TV Premier – Agents of Shield, an

opportunity to leverage excitement post premiere

Agents of Shield • Fan page engagement peaks immediately after Premier episode airing • Engagement recovers slightly for second episode, with huge opportunity to

keep growing throughout the season • Premiere: Sep 24

Days from Premier

0

50000

100000

150000

200000

250000

P-7 P-6 P-5 P-4 P-3 P-2 P-1 P P+1 P+2 P+3 P+4 P+5 P+6 P+7 P+8 P+9 P+10 P+11 P+12 P+13 P+14

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

4 posts

3 posts

2 posts

4posts

3 posts

1 post

6 posts


In Summary

• Audience engagement is currently outpacing

content creation – revealing a huge

opportunity for TV networks and operators to

gain the attention of viewers

• Many TV programs are leaving viewers

hanging when it comes to staying in touch

before, and after program airdates

• Social TV engagers represent 73% of all

social engagers, and on average interact with

4 programs – they are very enthusiastic, and

engage well with active calls to action

(including tune in messaging)

Thank You!

Tania Yuki

[email protected]

@shareablee

mailto:[email protected]

mailto:[email protected]

Operators accounted for over 22M engaged actions in 2013, mostly

around TV programming

XFINITY 31%

DIRECTV 26%

DISH 23%

TWC 10%

Cox 7%

U-verse 3%

Other 0.44%

Engagement

Documents

Shareablee CableFax Bootcamp updated Cablefax... · 2020. 1. 3. · Game of Thrones 18 ,354,9 7 7 16,9 9 7 ,045 511,8 9 4 8 46,038 The Vampire Diaries 17 ,463,459 17 ,150,148 237