In Cannes recently, a number of top execs gathered to learn everything there is to know about social television – the act of adding the social networking experience to TV watching. Think: adding a hashtag to your live event. Twitter UK’s top exec told the attendees that social television is happening, whether they want it to or not. This is true, but maybe the focus should shift slightly.
As the industry works to better personalize the broadcast experience for its viewers, from adding full length content on their own websites to selling their catalogue rights to Netflix, there will be an increased marketing challenge to help audiences find their programs. Why? Because for those of us without cable, it’s challenging to know what shows to watch because there’s no lead-in from a top rated show, or because programmers are selling preroll ad spaces to legitimate companies, not filling it with in-house advertising to promote their latest show (for the most part).
I find my shows by listening to podcasts, reading tweets (beyond a Get Glue check-in), or overhearing what colleagues are watching. I’m more compelled to watch a show when I see most people on my Twitter feed are tuned in versus seeing a big box ad for the program. In fact, seeing everyone watch a program live makes me twinge a little for ye olde days of cable because there’s a community building on social media I can’t be a part of because I can’t see the show. I’m missing out.
So, how do you do start a social TV campaign?
– take part in some social listening. What are people saying on Twitter or Facebook about you? About your competition? Gather the data and think up a fun angle to build a community. There are free and paid-for ways to gather this type of data, from Google Alerts to customized packages.
– don’t ask your coordinator to handle your social TV just because he/she is always on Facebook. Hire a professional and check their credentials. Have they created a social media campaign before? Do they understand and take part in social TV?
– Don’t rely only on Get Glue, Miso or other social TV check-in sites. They’re good for creating a reminder to watch, but take the community to the next level now that you know they’re tuning in.
– Let the conversation happen organically – viewers can sense a fake tweet from a mile away. If your staff is writing tweets to support your program, be 100% transparent.
– Concerned about people revealing spoilers? Those without cable are used to hearing the ending of shows – doesn’t mean we’re not going to still watch it. In fact, sometimes letting your fans leak the spoilers results in more people watching.
– Keep your fans interested by holding fun hashtag games on Twitter. Ru Paul’s Drag Race asks its fans to come up with ’70s drag names between broadcasts, for example.
– Don’t rely on contests to build your community. People who enter contests tend to jump in and out without full engagement. Make it rewarding to talk about your show with retweets and engage them in conversations.
Any other tips? Let me know in the comments.