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Social TV. How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile
John Wiley and Sons Ltd, March 2012, Pages: 272
The Internet didn’t kill TV! It has become its best friend. Americans are watching more television than ever before, and we’re engaging online at the same time we’re tuning in. Social media has created a new and powerful “backchannel”, fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience television whenever and wherever we want. And “connected TVs” blend web and television content into a unified big screen experience bringing us back into our living rooms. Social TV examines the changing (and complex) television landscape and helps brands navigate its many emerging and exciting marketing and advertising opportunities.
Social TV topics include:
- Leveraging the “second screen” to drive synched and deeper brand engagement
- Using social ratings analytics tools to find and target lean-forward audiences
- Aligning brand messaging to content as it travels time-shifted across devices
- Determining the best strategy to approach marketing via connected TVs
- Employing addressable TV advertising to maximize content relevancy
- Testing and learning from the most cutting-edge emerging TV innovations
The rise of one technology doesn’t always mean the end of another. Discover how this convergence has created new marketing opportunities for your brand.
About the Authors xv
1 The Backchannel: Bringing the Social Conversation to the Forefront 7
2 Social TV Guides: Curating Social Media for Content Discovery 33
3 TV Check-In Services: Creating Vertical Social Networks around Television 57
4 The Second Screen: Enhancing TV with Synched Content Experiences 81
5 Social TV Ratings: Adding a New Dimension to Television Audience Measurement 109
6 Bridge Content: Driving Engagement In-Between Episode Airings 133
7 Audience Addressability: Using Online and Direct Mail Targeting Practices on TV 157
8 TV Everywhere: Watching TV Content Whenever and Wherever 177
9 Connected TVs: Blending Online Content with Television Content 203
10 Conclusion (for Now): Connecting the Dots 227
11 To Be Continued . . .: Filling in the Gaps 241
MIKE PROULX is a Senior Vice President and the Director of Social Media at Hill Holliday, leading a team with a focus on cross-channel integration and emerging media. He has spoken at dozens of events and contributed to a number of publications including BusinessWeek. He conceived, produced, directed, and cohosted the TVnext Summit, which took place in early 2011 and 2012. You can follow Mike on Twitter at @McProulx.
STACEY SHEPATIN is a Senior Vice President at Hill Holliday and leads the national broadcast buying and strategic media partnerships practice for the agency's portfolio of clients, including Dunkin' Donuts, Chili's, (RED), T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and HomeGoods. She has won multiple awards for her work and creativity, including the Advertising Age Media Maven award and MediaWeek's Media Plan of the Year.