Social TV (eBook)

How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Mike Proulx, Stacey Shepatin (Autoren)

eBook Download: PDF

2012 | 1. Auflage
288 Seiten
Wiley (Verlag)
978-1-118-22633-9 (ISBN)

Infos

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.

Autor

MIKE PROULX is a Senior Vice President and the Director ofSocial Media at Hill Holliday, leading a team with a focus oncross-channel integration and emerging media. He has spoken atdozens of events and contributed to a number of publicationsincluding BusinessWeek. He conceived, produced, directed, andcohosted the TVnext Summit, which took place in early 2011 and2012. You can follow Mike on Twitter at @McProulx. STACEY SHEPATIN is a Senior Vice President at HillHolliday and leads the national broadcast buying and strategicmedia 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 multipleawards for her work and creativity, including the Advertising AgeMedia Maven award and MediaWeek's Media Plan of the Year.

Inhalt

Preface ix

Acknowledgments xi

About the Authors xv

Introduction 1

1 The Backchannel: Bringing the Social Conversation tothe Forefront 7

2 Social TV Guides: Curating Social Media for ContentDiscovery 33

3 TV Check-In Services: Creating Vertical Social Networksaround Television 57

4 The Second Screen: Enhancing TV with Synched ContentExperiences 81

5 Social TV Ratings: Adding a New Dimension to TelevisionAudience Measurement 109

6 Bridge Content: Driving Engagement In-Between EpisodeAirings 133

7 Audience Addressability: Using Online and Direct MailTargeting Practices on TV 157

8 TV Everywhere: Watching TV Content Whenever andWherever 177

9 Connected TVs: Blending Online Content with TelevisionContent 203

10 Conclusion (for Now): Connecting the Dots 227

11 To Be Continued . . .: Filling in the Gaps 241

Notes 245

Index 259

Produkt-Details

• Erscheint lt. Verlag: 26.1.2012
• Sprache: englisch
• Themenwelt: Informatik ► Software Entwicklung ► User Interfaces (HCI)
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business & Management • Marketing • Marketing & Sales • Marketing u. Vertrieb • Wirtschaft u. Management
• ISBN-10: 1-118-22633-X / 111822633X
• ISBN-13: 978-1-118-22633-9 / 9781118226339