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Gracing India's biggest event of the month, we give television a supportive #SMACK on the back. #Social #Mobile #Analytics #Content #Knowledge The Sustaining Stage, Evolutionary Stage and Revolutionary Stage. Missed the event? Read all about it here!
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SOCIAL MEDIA STATE OF
“INDIAN TELEVISION”
PRIYANKA PARTIGlobal Head – Knowledge Management & Operations
Social Media Needs TV & TV Needs Social
Studies show 39% increase in share of viewers that are aware
of more programs because of Social Media
http://www.nielsensocial.com/living-social-how-second-screens-are-helping-tv-make-fans/
WRONG APPROACH
TV Vs SocialRIGHT APPROACH
TV WITH Social
http://www.nielsen.com/us/en/insights/news/2014/living-social-how-second-screens-are-helping-tv-make-fans.html
Social Media Needs TV & TV Needs Social
Social Media Needs TV & TV Needs Social!!
http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen
http://www.nielsen.com/us/en/insights/news/2011/the-relationship-between-social-media-buzz-and-tv-ratings.html
Creating an ideal fit for the future of viewership!!
How Television channels are currently
using social media to increase viewership?
OTHER PROMOTIONS
QA sessions related to the show
Behind the scenes/ First day of the
shoot
Unseen images of upcoming
shows
Usage of custom tabs & Hashtags
Youtube Channel/ website
channel
Campaigns specific posts
Actor/Star updates
REVOLUTIONARY
Creating a cutting edge advantage
EvolutionaryWhat customers are expecting we should
come up with
Sustaining
What everyone is doing already
How television should actually collaborate
with Social Media data for larger utility
REACTIVE
Channel AnalysisTraditional social media
channels & monitoring
them/sharing content
PROACTIVE
Social Media strategy
combined with big dataBuilding methodologies of
what works for you
PREDICTIVE
MARKET Prediction
& trends Inculcating Social
media knowledge
before hand to build
market advantage
REVOLUTIONARY
Creating a cutting edge advantage
EvolutionaryWhat customers are expecting we should
come up with
SUSTAINING
WHAT EVERYONE IS ALREADY DOING
Channel AnalysisTraditional social media channels & monitoring
them/sharing content
SUSTAINING – REACTIVE IN NATURE
Social Media utility for television
Case Study1 - SUSTAINING
Overall Buzz / sources of the channel in the
social media
Key Topics where channel/ program was
discussed
Top 10 Programs (their sentiment/
demographic / leading actors / word
clouds / key websites or forums / influences
& advocates
Key Analysis covers – Programs/shows,
actors, broadcast channel related discussions
CONTENT
Streamlining
content strategy
for TV’s social
media channels
PROMOTION
Promoting what is
relevant & discarding
what is creating a
negative impact
IMPACT
Measuring impact
without any delay as
conversations happen
real time
SAMPLE Case Study1 - SUSTAINING
Overall Buzz / sources of the TV channels
88
29
2 1 0
Star WorldFox Crime StarMovies
FXNetworks
StarMoviesAction
1110
877
4333
2
0 2 4 6 8 10 12
BREAKING BADSRK INTERVIEW
FRIENDS MARATHONREVENGE
HOW I MET YOUR MOTHERONE TREE HILL
GLEEGREY'S ANATOMY
THE BIG BANG THEORYSUPERNATURAL 7
Top 10 shows across the TV channel
5 83 2 1 1
16
613
5 2 1 2
2
13
1 1 2 2 1 10
5
10
15
20
25
Negative Neutral Positive
Key conversation topics & sentiment
REVOLUTIONARY
Creating a cutting edge advantage
EVOLUTIONARYSustaining
What everyone is doing already
WHAT CUSTOMERS ARE EXPECTING WE SHOULD
BE COMING UP WITH
Social Media strategy combined with big dataBuilding methodologies of what works for you.
EVOLUTIONARY – PROACTIVE IN NATURE
Social Media utility for television
Case Study2 - EVOLUTIONARY
Ongoing Programs :Which type of videos/shows are popular. Ranking them higher in channel website/ Youtube. Dubbing them in language based subtitles basis popularity etc
Key Analysis covers : Real-Time engagement
of audience with respect to their sentiments/
chatter across events/ news / show results &
prospective winner related discussions
One Time events :Elections / FIFA /
Reality Shows / Winner
announcement etc
Social Media utility for television
Case Study2 - EVOLUTIONARY (One-Time event)
Social Media utility for television
Case Study2 - EVOLUTIONARY (FIFA)
REVOLUTIONARY
EvolutionaryWhat customers are expecting we should
come up with
Sustaining
What everyone is doing already
REVOLUTIONARY – PREDICTIVE IN NATURE
CREATING A CUTTING EDGE ADVANTAGE
MARKET Prediction & trends Inculcating Social media knowledge before-hand to build market advantage
Social Media utility for television
Case Study3 - REVOLUTIONARY
What if social media data is used to answer questions
that Television is waiting for?
What if Social Media
Data tells me in advance
that killing a character
would increase my
viewership?If Social Media data
has answers to user’s
preference – limited
number of shows vs
On-Going legacy of
programsIf Social Media profiles
could answer my questions
to as to what works ONLY
for a specific SHOW’s
audience “Rituals vs
modernism”
What works then, doesn’t mean it works nowViewers interest changes rapidly – TV needs to monetize their taste
BIG
Currently on the top
EMERGING
Next Big Thing
POPULAR
Preferred by all
Identify social media Accounts of
people basis –
Gender/ Education/ Region / Income /
Families / Lifestyle / Interest or hobbies)
Identify key “Interests” basis
what these people are talking
about. Maintain & keep
refreshing this source
PREDICTING THE FUTURE OF LIKABILITY?
“BIG – EMERGING – POPULAR”
Emotions / Moods /
Core Beliefs
Events / Experien
ces
Topics
Let’s see how does BEP Model would’ve worked in a
flashback during “Kyunki Saas Bhi Kabhi Bahu Thi”
SOCIAL MEDIA PROFILES INDIANS IN LATE 1990s
Tradition
Strong Educated
House wife
Family OrientedRituals
WAY FORWARD - THE SOCIAL MILLENIALS
SUSTAINING
“REACTIVE”
REVOLUTIONARY
“PREDICTIVE”
THE FUTURE “PRESCRIPTIVE”
EVOLUTIONARY
“PROACTIVE”
