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TRANSCRIPT
Shareablee
CableFax Bootcamp
TV and Social had a big year in 2013:
2.3 Billion Engaged
Moments
Nearly 1.4M People Participated in this Moment on Facebook
Measuring What Matters in Social Media:
3 Key Things
Driving Awareness and Word of Mouth Recommendations Across
New, Existing (and Potentially Elusive) Video Viewers
Getting to Know Your TV Program Audience Better
Tune in, Premieres and Online Viewing
Social Audiences Are Growing Fast, Particularly in the lead up to Fall
Programming
2013 By the Numbers
Engaged Social Moments across TV Properties 2.3BN
% Of Social Media Users Who Engaged with At Least One TV Show 73%
Total Pieces of Content Posted by TV Shows and Networks 4.7M
Average Unique Engaged Audience Per TV Show Property/Monthly 122K people
Total Amplification 285M
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Average Monthly Unique Engaged Audience Tv show
+96%
XFINITY 31%
DIRECTV 26%
DISH 23%
TWC 10%
Cox 7%
U-verse 3%
Other 0.44%
Engagement
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cross Platform Social Amplification Tv show
+106%
9.7M
20M
Sharing of TV Show Content Jumps 106% in 2013, while number of Posts only
increased by 5%
Jan 2013 Jan 2014
Total Actions 111,062 225,523
(+103%)
Uniques Per Post 2,302 4,069
(+73%)
Average Engagement Per Post (%) 0.17% 0.23%
(+35%)
Posts 48 50
(+5%)
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
Top 10 TV Shows of 2013
Title
TotalCross
PlatformActionsFacebook Twitter Instagram
TheWalkingDead 88,714,511 80,795,751 1,802,941 6,115,819
DuckDynastyonA&E 77,759,491 66,751,076 1,056,049 9,952,366
PrettyLittleLiars 48,669,561 45,153,577 3,515,984 n/a
BreakingBad 26,452,573 25,563,967 871,153 17,453
NCIS 21,755,444 21,630,973 124,471 n/aCriminalMinds 19,065,899 18,951,658 114,241 n/a
TheBigBangTheory 19,031,172 18,788,451 153,681 89,040
GameofThrones 18,354,977 16,997,045 511,894 846,038
TheVampireDiaries 17,463,459 17,150,148 237,879 75,432
SonsofAnarchy 17,389,708 16,918,289 276,306 195,113
• Fan Pages in the TV Show category received an average of 1.7M Social Actions in 2013 • The top 10 Shows indexed over the category average by at least 71%
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
TV Show Engagement in 2013: By Platform
Facebook 84%
Twitter 6%
Instagram 10%
Platform
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
How willing is your audience to share content on your behalf?
Castle 41%
Hostages 2%
The Blacklist
57%
Cross Platform Amplification: Who Won Monday night Social Word of
Mouth this week in November?
3,538,754
64,361
365,632
Castle
Hostages
The Blacklist
Fans
*Amplification = Shares + Retweets, November 2013
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
* 18-49 Rating 18-49 Share
Blacklist 2.9 8
Castle 2.2 7
Hostages 1.1 3
*Nielsen TV Ratings 2013 ©
Top 10 TV Networks in January – by Total Engaged Audience
(De-duplicated)
TVNetworks
CrossPlatform
UniqueEngaged
Audience
CrossPlatformActions(Total)
CrossPlatformTotalPopulation
%PopulationEngaged
TVNetworksAggregate-CategoryAverage280,046 488,637 2,998,383 9%
BET 4,108,153 6,237,831 5,226,494 79%ESPN 3,786,904 6,928,569 18,814,314 20%MTV 2,815,686 4,492,833 59,791,100 5%
CNN 2,073,825 4,178,776 20,067,412 10%ABCFamily 1,989,642 3,642,139 3,854,595 52%NFLNetwork 1,425,861 1,998,474 2,724,953 52%
E!Entertainment 1,423,621 2,506,989 7,468,206 19%Discovery 1,096,862 2,090,559 19,923,826 6%
HGTV 830,459 1,401,937 3,293,508 25%
• ABC Network’s social audience were 4x more likely to share, retweet than the other Broadcast properties in January
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
The Rise of Instagram in 2014: Social Audiences on Instagram drive 21x
their sheer numbers
71%
76%
8%
22%
21%
1%
% Engaged Audience
% Population
Facebook Twitter Instagram
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
Social TV: Some Trends and Best Practices
Why did this one post do so well/poorly?
How frequently should I post?
Is shorter content more engaging?
How come my video posts don’t perform?
What time of day/day of week combinations work best for my audience?
Can I be engaging while also encouraging my social audiences to tune in on their TV sets?
Should I ask questions?
What else can I do to get people to respond to what I’m posting?
13
12%
22%
9%
57% % Type of Posts - Facebook
Post Type: Photos consistently drive content performance across these three
verticals, but other post types perform differently
7% 4% 5%
84%
TV Shows
Status Link Video Photo
% Engagement Driven by These Posts - Facebook
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
14
How much does active language impact engagement?
0%
5%
10%
15%
20%
25%
30%
35%
Premium Cable Cable Networks TV Shows
Call to Comment Call to Like Call to Other Call to Share Call to Website Includes Question
0%
10%
20%
30%
40%
50%
Premium Cable Nets Cable Nets TV Shows
% POST
% ENGAGEMENT
3% 3% 2% 5%
10%
28%
3% 4%
9% 6%
11%
11%
2% 3% 3% 2%
8%
30%
1% 2% 1%
9% 8%
24%
4% 6% 5%
12% 9%
23%
3% 8%
3% 4% 8%
27%
Source: Shareablee Social Loyalty Platform 2013 Platforms: Facebook, Twitter, Instagram
What about Tune In Messages?
16%
7%
84%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Engagement
Posts
Inc Tune In Does Not Inc
* For programming content, Tune In messages grew average engagement, and this was greatly heightened within 2.5 hour windows of programming, and day before air-time
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
Best Practices – Cable Operators Effectively Using ‘Call to Like’ and Share
Best Practices –Cable Networks Effectively Using ‘Call to Share’ and other Key Drivers
Best Practices – TV Shows Effectively Using Call to Share and other key drivers
å
Beyond total engagement: Excitement
Social Engagement Following TV Premier – An Opportunity Missed
0
0.005
0.01
0.015
0.02
0.025
P-7 P-6 P-5 P-4 P-3 P-2 P-1 P P+1 P+2 P+3 P+4 P+5 P+6 P+7 P+8 P+9 P+10 P+11 P+12 P+13 P+14
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Avg. Post Engagement
Sons of Anarchy • Fan page engagement peaks immediately prior to Premier episode airing • Engagement recovers slightly for second episode, but is not maintained • Premiere: Sep 10
Sept 10th Premier
Days from Premier
6 posts
1 post 6 posts
3 posts
3 posts
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
Social Engagement Through a TV Season – An Opportunity Realized
The Walking Dead • Fan page engagement peaks before and after each episode airing • Engagement is maintained throughout the broadcast season
Air Dates
0
0.002
0.004
0.006
0.008
0.01
0.012
0.014
0.016
0.018
0.02
6-Oct 13-Oct 20-Oct 27-Oct 3-Nov 10-Nov 17-Nov 24-Nov 1-Dec 8-Dec
Avg. Post Engagement
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
Social Engagement Following TV Premier – Agents of Shield, an
opportunity to leverage excitement post premiere
Agents of Shield • Fan page engagement peaks immediately after Premier episode airing • Engagement recovers slightly for second episode, with huge opportunity to
keep growing throughout the season • Premiere: Sep 24
Days from Premier
0
50000
100000
150000
200000
250000
P-7 P-6 P-5 P-4 P-3 P-2 P-1 P P+1 P+2 P+3 P+4 P+5 P+6 P+7 P+8 P+9 P+10 P+11 P+12 P+13 P+14
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
4 posts
3 posts
2 posts
4posts
3 posts
1 post
6 posts
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
In Summary
• Audience engagement is currently outpacing
content creation – revealing a huge
opportunity for TV networks and operators to
gain the attention of viewers
• Many TV programs are leaving viewers
hanging when it comes to staying in touch
before, and after program airdates
• Social TV engagers represent 73% of all
social engagers, and on average interact with
4 programs – they are very enthusiastic, and
engage well with active calls to action
(including tune in messaging)
Thank You!
Tania Yuki
@shareablee
Operators accounted for over 22M engaged actions in 2013, mostly
around TV programming
XFINITY 31%
DIRECTV 26%
DISH 23%
TWC 10%
Cox 7%
U-verse 3%
Other 0.44%
Engagement