Social TV Week In Review: November 11

GENERAL NEWS

Simon Staffans: The audience is your channel via MIP Blog

Are you looking for an audience for your content? Or are you perhaps looking to expand the audience of your TV channel? Or are you trying to reach a new demographic, a new audience? You are more than welcome to try achieving those things in the traditional ways, but one thing you have to take into account is a whole new channel that has opened up for everyone – the audience itself…The art lies in creating not only for the people you want to reach, but the people you want them to reach. Namely catering for “friends of friends”, in social media parlance. This is where transmedia storytelling principles can come effectively into play.

Building your brand with content marketing via The Gaurdian

Marketers traditionally think of media strategy in terms of three distinct channels: paid, owned, and earned media. But the lines between these are becoming less defined as earned media becomes increasingly important: that is, media that can’t be bought or controlled by a company itself, generated independently by consumers and third parties – anything from social media to word-of-mouth. And the value of earned media will continue to rise with consumers increasingly looking to non-traditional media outlets for content, seeking out what they’re interested in, rather than passively receiving whatever comes their way from media companies… Coupled with the power of social media, marketers can use video to more closely integrate their strategies for paid, owned and earned media to increase impact and ROI

The Problem With Measuring Digital Influence via TechCrunch

One of the reasons that brands don’t understand digital influence is because they don’t seem to realize that no one actually has any measured “data” on influence (i.e. explicit data that says precisely who actually influenced who, when, where, how, etc.). All influence scores are computed from users’ social activity data based on some models and algorithms of how influence works. However, anyone can create these models and algorithms. So who is right? How can we be sure your influence score is correct? In other words, how can we validate the models that vendors use to predict people’s influence?

vrm: social tv? forget the 2nd screen apps, it’s all about generic data via MetaBroadcast

I just checked on my Twitter and Facebook friends in Zeebox. 3% of the 772 people I follow on Twitter and 6% of my 170 Facebook friends are using the app. Of these, 100% are either working in media, or closely connected to the Zeebox team. More than 80% have previously, or are currently working on 2nd screen projects for a broadcaster. In short, this is still a very niche audience…The reality is that most of this involvement is just unconnected browsing and people communicating about their lives in general, which may or may not be connected to the flickering box in the corner…Twitter is sometimes perceived as a niche medium, but we’re now seeing increased uptake, especially among a younger audience. The realtime nature of Twitter is a major plus for broadcast, which is still a predominantly live experience…”Friction free” logging of TV activity has not taken off as in the music industry, but Facebook contains a rich set of likes and posts around TV shows. We find that most users have between 200 and 2,000 TV likes in their social graph.

The Future of Social TV Metrics via Social Times

The industry is leaning toward having a gross engagement point next to a gross ratings point. But whether this will be a simple number that’s easily digestible or a deeper analysis remains to be seen. In the Q&A portion of the panel, Silverman said some useful metrics include the number of uniques, what the share was, and how they’re trending from one week to the next. Read the rest of this entry »

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