keynote: social's influence on search

TV + SOCIAL + SEARCH

The GRAMMYs

Discovery Community

“The end of TV as we know it”

*Vint Cerf, web guru, aka ‘the godfather of the net’

“The Death of Television May Be Just 5 Years Away”

*Jim Edwards, from Business Insider

The ‘Death of Television’

What the Internet was supposed to do to TV

“Social media has made live TV essential again “

*Vivian Schiller, Chief Digital Officer - NBC

Social + TV Today

Then Now

GRAMMY Viewing Experience

In the beginning

Letter writing campaign

Social Platforms

Keyword Search

Music Sites

Blogs & Fan Sites Engagement

Search = GRAMMY Telecast Only

• Audiophiles

• Dynamos

• Good Timers

Beyond Neilsen - Psychographics

It’s about the conversation.

Brand Partnerships

Social Partnerships

Trivia

@TheGRAMMYs: PHOTO OF THE DAY: @PaulMcCartney is joined by the FDNY onstage at the 12-12-12 Hurricane Sandy benefit concert in NY http://t.co/CsHoCYNh

LIVE Music Events

Festivals

•Lollapalooza

•Bonaroo

•Coachella

•Stagecoach

•SXSW

Content

Content

Digital Music Platforms

Digital Music Platforms

Digital Music Platforms

Streaming Content – GRAMMY Live

Ensuring Consistency & Stoking the Conversation

InternalExternal

Its about the conversation. Period

• Sentiment

• Engagement

• Ratings

KPIs

• LARGEST AUDIENCE SINCE 1984 • 39.9 Million Viewers – Surpassing the Oscars for the first

time

• Second largest audience ever • 74 Million Viewers Watch All or Part of the Broadcast • 48% viewership increase

54th GRAMMY Ratings

• Telecast + 3 hours preceding and 3 hours following, generated 13MM+ Facebook & Twitter comments (US alone)

• Conversation volume reached a record high of 160K+ tweets per minute during GRAMMY telecast

• Increase of more than 2,100% over 2011!

GRAMMY Social Engagement

Question NOW WHAT?

Answer *Better Analytics/Metrics*Better quantitative evaluations

Results

Data Measurement

TV + SOCIAL + SEARCH

The GRAMMYs