Download - 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
