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TUNE IN WITH TWITTERDRIVING DISCOVERY AND ENGAGEMENT WITH TV
@TwitterUK
Chris Hoy@chrishoy
Can’t remember being this excited by the return of a TV show. Peep Show. Series 8. Channel 4. 10pm. #henmania
@TwitterUK
The relationship between Twitter and television is strongly symbiotic. Twitter users love talking about what is happening on TV, TV viewers love using Twitter to see other viewers‘ opinions. Twitter is increasingly acting as the second screen to TV. In this publication we explore the links between these two screens.
Twitter is the shortest distance between you and what interests you most.
This interest is expressed in a huge volume of conversation. 400 million Tweets are sent every day. As a result when events happen in the real world, they happen on Twitter.
More and more we’re finding this is true for TV. When stand-out moments happen on TV, spikes in related conversation happen on Twitter. In fact, according to Second Sync, 40% of all UK Twitter tra!c at peak TV viewing time is about TV.
TV
ENGAGEMENT
DISCOVERY
Through the two distinct phenomena of discovery and engagement, Twitter and TV drive each other in a complimentary cycle. For example, a hashtag on air can boost engagement by organising viewers to tweet and interact. In the other direction, a TV-related Trend, or Tweet in a user’s timeline, can drive discovery.
@TwitterUK
To help understand the ties between Twitter and TV this booklet will introduce some insights and best practices for brands.
For more information on the research summarised, please contact your Twitter representative.
CONTENT
ENGAGEMENT
DISCOVERY
ADVERTISING
+
Twitter is a real-time, public mirror for both broadcast content and advertising. Every programme - and every ad - has a Twitter presence.
Integration of Twitter into TV content can further stimulate engagement and discovery. Simply adding hashtags on air - or in ads - helps to organise and steer the conversation.
In advertising, we’re seeing that deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals.
@TwitterUK
#insights
@TwitterUK
source: Twitter UK Internal 2012, SecondSync 2012
10M+active UK Twitter users
60%of UK Twitter users use Twitter
while watching TV
40%of all UK Twitter tra!c around
peak time is about TV
source: Twitter UK Internal 2012, comScore mediametrix (desktop home and work) Sep 2012, Crimson Hexagon Nov 2012
DESKTOP
15-24
25-34
35-44
45-54
55+ 15%
15%
16%
20%
28%
62% ABC1
54%46%
90%+ AgeMale
Female
of online public conversations about TV are
on Twitter
source: Twitter UK Internal 2012, comScore mediametrix (mobile browsing and application) Sep 2012
80%
MOBILE
18-24
25-34
35-54
55+ 10%
29%
28%
24%
75% ABC158%
42%
Male
Female
Age
of UK Twitter users access the platform via a mobile
device
KEY STATS FOR TWITTER UK
@TwitterUK
SOCIAL PROGRAMMING PROFILESThe social profiles and tweet patterns of programmes generally vary by three key factors: genre, demographics and time slot. Peaks in Tweets (and engagement) are often driven by content, storyline, celebrity Tweets and hashtags on air.
In the following examples, the histograms show Tweets-per-minute (TPM) and include the 30 minutes before and after transmission. The patterns here help to understand and plan for the social behaviour of TV viewers.
DRAMADramas usually see peaks in Tweets bookend the beginning and end of episodes.
FACTUALEngagement patterns mirror key events, or iconic moments during the factual programmes.
source: SecondSync 2012
@TwitterUK
ENTERTAINMENTEntertainment often sees a higher proportion of Tweets from mobile. Tweet peaks are largely content-led, but also occur during ads and idents.
MADE IN CHELSEAMade in Chelsea has a high ratio of viewers to people tweeting - 1 in 4 viewers also actively engaging on Twitter during most episodes.
CURRENT AFFAIRSCurrent a"airs sees a higher proportion of Tweets from desktop. Peaks largely follow climatic moments in the story narrative or prompts from hashtags on air.
PANORAMAPanorama has a long tail of engagement. In this episode, conversation continued long after the show finished at 11.40pm - a key example that Twitter engagement is not limited to lighter programming.
source: SecondSync 2012
@TwitterUK
FILMSFilms on TV regularly trend on Twitter. Tweet patterns follow key storylines with quotes often tweeted widely.
TAKEN Fascinatingly the tweet patterns for films tend to have a unique profile - and reoccur. Taken was broadcast on two di"erent channels, in di"erent months, on di"erent days of the week. And yet, the tweet patterns were almost identical.
Broadcast 1:
Broadcast 2 - same tweet pattern:
source: SecondSync 2012
@TwitterUK
X FACTOR 2012X Factor generated more than 14 million Tweets in 2012, driven by integration of dynamic hashtags on air, celebrity Tweets, and a passionate Twitter audience.
FINALTwitter is often a barometer for public opinion. There were more mentions of James Arthur, the eventual winner, from day one than any other contestant. In the final there were 1.12m Tweets from 505k unique users. There were 387k mentions for James, compared to 86k for the runner up Jahmene Douglas.
2012: 818k Total Tweets from 312 unique users
2011: 385k Total Tweets from 119 unique users
James sings “Let’s get it on”
James sings “Impossible”
James is crowned winner
source: SecondSync 2012
FIRST LIVE SHOWThe start of the live shows saw a high volume of engagement with a doubling of Tweets sent from last year.
@TwitterUK
CORRELATION BETWEEN TWEETS AND BARB VIEWINGThe correlation between Tweets and viewers can vary depending on the level of Twitter integration and the programme’s social profile. These factors can harness the attention-pointing qualities of Twitter trending.
DOWNTON ABBEY - TWEETS AND VIEWING MIRRORDramas see Tweets peak at the beginning and end of transmission. During Downton, Tweet volume mirrors audience viewing, dropping during ad breaks and reviving afterwards.
DYNAMO: MAGICIAN IMPOSSIBLE - TWEETS BREAK FROM VIEWINGTweets for Dynamo: Magician Impossible increased during ad breaks as the audience chose these moments to share their reactions. This show exhibited audience growth during the episode - an unusual pattern which illustrated how Twitter chat was drawing other viewers to tune in. Further, analysis of the whole series saw both Tweet volume and audience figures increase episode on episode.
source: Tweet volumes Twitter, audience viewing figures from BARB, Oct 2012
START BREAK BREAK BREAK END
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START ENDBREAK BREAK BREAK BREAK BREAK
@TwitterUK
#advertising
@TwitterUK
EVERY AD HAS A TWITTER PRESENCE
Every ad aired on TV gets talked about on Twitter. The number who tweet is always a small subset of those who might be exposed. When considering reach on the platform, both those exposed and those who tweet demonstrate value to brands.
MORRISONS - REACHWith no Twitter promotion or integration, Morrisons’ Christmas ad had just 1.1k mentions on Twitter. However, the nature of the open platform meant the total unique reach of those Tweets quickly scaled to 533k.
SURF - BRAND METRICSSurf’s sponsorship of The Only Way is Essex saw a strong response from both people tweeting about the show and those who were exposed but didn’t tweet across all brand metrics.
DAY
0
150000
300000
450000
600000
0 1 2 3 4 5 6 7 8 9 10
600k
150k
300k
450k
UNIQ
UE R
EACH
ad airs during X Factor Results show
source: Datasift and Colourtext, Nov 2012
Non-viewers of TOWIE TOWIE viewersnot Twitter exposed
TOWIE TweetersTOWIE viewersTwitter exposed
92%85%
76%
52%
source: Twitter & TV: Surf/The Only Way is Essex, ITV & Essential Research, July 2012
Twitter users demonstrated higher purchase intent
@TwitterUK
DEEPER INTEGRATION, DEEPER ENGAGEMENT
The more brands have integrated with Twitter, the more success they have seen in both reach and engagement.
1.1k
7.5k
15.1k
40.3k
AD
AD
#HASHTAG
PROMOTED TREND
+
+
+
DEEPER INTEGRATION
AD
#HASHTAG
PROMOTED TREND
+
+AD
#HASHTAG
+
TOTAL MENTIONS FOR 4 AD CAMPAIGNS BY LEVEL OF TWITTER INTEGRATION:
source: Twitter Internal, 2012
1. Every ad has a Twitter presence.Even if you choose to do nothing on or with Twitter, your ad will be talked about on the platform.
2. Add a hashtagHashtags prompt, organise and steer conversations on Twitter. Increasingly hashtags are also becoming the new brand tagline.
3. Run a Promoted TrendTrends drive discovery and engagement. A Promoted Trend guarantees top spot visibility.
4. Deeper integrationConnect the TV story with Twitter. Involve users and viewers to drive your brand message.
@TwitterUK
#HASHTAGS
Hashtags are powerful devices that drive engagement through Tweets and discovery in both user timelines and through Trending topics.
We have seen three main ways in which brands have used hashtags successfully:
1. BRAND TAGLINEAdidas used the hashtag as the master brand. #takethestage ran across online and o#ine.
2. LEVERAGE THE EXISTING CONVERSATIONChannel 4 jumped on hashtags relevant to Sunday night TV to promote discovery of Homeland.
3. CAMPAIGN SPECIFIC CALL-TO-ACTIONMercedes drove deeper engagement by asking viewers to vote for the next stage of their ad storyline on Twitter.
Channel 4 @C4Insider#Homeland has more #XFactor than your typical Sunday night costume drama and it’s starting right now on C4 youtu.be/2hHbHeM6R9g
Promoted by Channel 4View media
Mercedes-Benz UK @MercedesBenzUKAre you ready for #YOUDRIVE? Get ready to tweet at 8:15pm to drive the story in the new A-Class TV ad during #xfactor bit.ly/YouDrive
Promoted by Mercedes-Benz UKView media
@TwitterUK
PROMOTED PRODUCTS BOOST IMPACT
Twitter’s Promoted Trends and Promoted Tweets in timelines help brands drive both discovery and engagement. Promoted Products enable brands to gain visibility and increase impact quickly. This can allow them to target interest groups, beyond just their existing followers.
COCA COLACoca Cola seeded their Christmas ad on Twitter before it was aired on TV using a Promoted Trend with the hashtag #holidaysarecoming.
4/11 5/11 6/11 7/11 8/11 9/11 10/11 11/11 12/11 13/11 14/11 15/11 16/11
50.0k
12.5k
25.0k
37.5k
Promoted Trend
DATE
HASH
TAG
MEN
TIO
NS
The Promoted Trend was a quick way to boost discovery for the campaign. The full campaign gained almost 100k Tweets, and 7.6m in unique potential reach on Twitter.
source: #holidaysarecoming, Topsy Pro, Nov 2012
@TwitterUK
DEEPER INTEGRATION EXTENDS THE CONNECTED STORY
Since every ad get talked about on Twitter, aligning the brand story on Twitter and TV is key. The mechanics of the platform also open up new and creative possibilities for brands to involve users and viewers in dynamic storytelling.
MERCEDESMercedes ran an pioneering TV campaign asking viewers to Tweet #hide or #evade to determine the next stage of the story.
The$Adverts$$
Advert 1 Advert 2
A 90 second clip made from the 30 second teaser campaign and the 60
second Twitter integrated advert that played in The Xfactor
A 30 second clip using the advert that played after the main twitter
activity campaign.
The$Adverts$$
Advert 1 Advert 2
A 90 second clip made from the 30 second teaser campaign and the 60
second Twitter integrated advert that played in The Xfactor
A 30 second clip using the advert that played after the main twitter
activity campaign.
Ad 1 Ad 2
30sec ad containing the campaign hashtag #youdrive.
90sec Twitter integrated ad with the call-to-action hashtags #hide and #evade.
Deeper Twitter integration in the second ad drove stronger ad engagement and saw a greater lift in brand metrics.
source: Twitter & TV: Mercedes, ITV & Essential Research, ITV Vision Panel Oct 2012
Overall, the campaign generated a large volume of mentions. 71% of Tweets contained the direct campaign hashtags. 1 in 4 wanted to find out more information about the Mercedes A Class.
Has great ad campaigns Always coming up with new ideas Is a brand for me
+44% +17%
+19%
Ad 1 Ad 2
Twitter integration improved Mercedes’ brand metrics
@TwitterUK
SUMMARY
More brands are seeing Twitter as a second screen to TV. Conversations about content and advertising happen in real-time on Twitter, scaling reach quickly on Twitter’s open platform. Through the actions of discovery and engagement Twitter and TV drive each other in a virtuous cycle.
Every programme and every ad has a Twitter presence. Integrating Twitter into creative and campaigns will better promote visibility and engagement to target audiences.
1. Integrate hashtags with a strong call-to-action
2. Plan campaigns with social profiles in mind
3. Connect Content & Advertising with Tweets
4. Amplify engagement with a Promoted Trend
5. Tell connected brand stories
Optimise your Twitter and TV campaign in 5 ways:
This pack has introduced some insights and and best practices for brands to maximise ties link between Twitter and TV.
For more information on any of the research summarised please contact your Twitter representative.
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@TwitterUK