Archive for the ‘television’ tag
One minute after midnight (PDT!) on Sunday, May 26th, Arrested Development (AD) fans will be gathered around their glowing computer screens as the entire fourth season premieres on Netflix. Excited fans have been discussing the countdown to their streaming binges on Twitter and Tumblr, and as Gene Parmesan is unavailable to disclose their discussions with you, you’ll just have to stick with us instead. (Although it’s entirely possible we’re just him in costume.)
As of yesterday- four days away from the season four premiere- 486.6k Tumblr users generated 19.1k posts with over 1 million notes, since we started tracking on April 22nd. Posts about Arrested Development on Tumblr spiked on May 13th (that day accounts for about 8% of total posts so far; we’ll get to why in a minute), and note activity on posts spiked before that, on April 24th: the day that character posters were released.
On May 13th, the big spike in posts came from the release of the first trailer for season four, which can be found in the second of ten most popular AD posts. From April up to this week, the most popular posts from the Tumblr discussion came mostly from fan-run Arrested Development focused blogs; half of the top ten posts came from the aptly named The Bluth Company, including the most popular post overall. (Usually seen as a GIF, that moment from the show is just as fun when drawn out into a high-quality photo series.)
And for those familiar with Tumblr’s format, it’s no surprise that photo posts were the most popular: 12.7k of the total 19.1k posts were photo posts, trailed by 3.5k text posts and under 1.5k video posts. The show title was far and away the most popular tag, featured in 11.5k of the total posts.
Lucille naturally gets two tags of her own, even if Tumblr is something she would probably be suspicious of.
Out of the total 105.4k tweets made mentioning Arrested Development on Twitter, activity spiked on different days than on Tumblr, with the most contributors (13.9k) sharing the most tweets (16.1k) on May 20th:
Overall since May 14th there have been 65.1k tweets from 75.7k contributors; that averages out to a little over 11.7k tweets a day, with nearly 1.5 tweets per contributor (we imagine those half-tweets wear cutoff shorts all the time, even in the shower).
Really the most burning question all of this has left us with is this: is it May 26th yet? We should probably all use the remaining days to stock up on juice boxes, Cornballers and frozen bananas since we’ll be sleeping through all the Memorial Day cookouts with our families to spend hours with the Bluth clan instead.
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
“Overall, the study found that a 30% increase in positive tweets is four times more effective in driving sales than a 30% increase in traditional above-the-line advertising, and the effect is most pronounced when it comes to sports games.”
Four Studies on the Adoption of Social Media by Financial Advisors and Investors [from Social Media Today; written by Augie Ray]
“The time has come to look at the data and discard groundless and dangerous beliefs about social media. Here are four recent studies that demonstrate social media has a key place in FinServ strategies”
“The festival will take place almost entirely on Twitter, with comedians posting video snippets of routines and round tables and posting jokes using the hashtag #ComedyFest.”
Twitter Partnership With Fuse Flips Social TV Scenario, Placing Twitter In The Driver’s Seat [from All Twitter; written by Mary C. Long]
“Citing Twitter’s amazing connection with millennials and its standing of the place ‘where there world unfolds,’ Twitter plans to ‘reinvent television’ by partnering with #Trending10, the first tv program sourced from real-time Twitter conversations.”
How Your Branded Content Can Thrive on Tumblr [from Business2Community; written by Stephen Jeske]
“Comscore confirms that Tumblr is the No. 2 social platform — right behind Facebook — in terms of visitor engagement. Moreover, Tumblr is highly popular among internet users and is ranked by Quantcast as one of the top 15 sites in the United States, making it an excellent platform for branded content efforts.”
“Editorial has won in a sense: the idea that advertising, like editorial content, must be interesting, has won. You can’t just advertise next to someone else’s Tumblr. You’ve got to create a Tumblr of your own.”
“Our latest Internet report finds that the well-educated and the well-off are more likely than others to participate in civic life online – just as they have always been more likely to be active in politics and community affairs offline.”
You can also find Political Engagement on Social Networking Sites in the same report:
And one more from Pew:
“Television was far-and-away the most widely-used source of information about the bombing and its aftermath; 80% of Americans followed the story on TV. About half (49%) say they kept up with news and information online or on a mobile device, and 38% followed the story on the radio. Only 29% say they kept up with the story in newspapers, about the same number (26%) tracked the story on social networking sites like Facebook or Twitter.”
Old and new “print” media were followed at about the same rate.
Live-blogging has spawned a new generation of itself, and the cool kids these days are live-Tweeting and Tumbling while they watch their favorite shows. Sound like something you’d like to get in on? We’ve got some suggestions to help get you started using Twitter while you watch TV.
After all, 4 in 5 Americans multitask while they’re watching TV now, did you know?
If you want to be one of them, here are some tips for getting social while watching your favorite shows:
- Check for an official show or episode hashtag. Using this, you can join in the voices of the multitude – or minority – watching. It’s easy to connect with like-minded people this way. You can find these hashtags by searching for an official show handle by typing the show name into Twitter search, and then go to that account to see what hashtag(s) they use. If there’s no official account, or they’re not using hashtags, click through other search results to see what other people are using.
- If a hashtag doesn’t already exist, make up your own. People who follow you who watch the show might join in, and it can spread from there. Or someone who follows you who doesn’t even watch the show might start, because they know someone else who watches it.
- You might want to announce ahead of time if you’re going to be live-tweeting a show, and that you’ll be using a hashtag, just in case anyone wants to mute it if they’re not interested.
- Do not tweet spoilers. Ever. Remember that not everyone is watching live, and you don’t want to be the one who ruins the ending for everyone else.
- Interact with other people talking about the show, replying to and retweeting them when appropriate.
- Mention official accounts for the show, the actors or the characters. You never know when you might get a retweet, and those accounts often have a large following. You can find them by searching Twitter for the show name and choosing the official account that pops up with a verified checkmark, or by going to the show’s website – they all have their social profiles prominently displayed.
- Follow people you have an interesting interaction with – that’s what being social is all about, after all. You may find some new friends.
- For big events where you might have people over to be social IRL too – like a Super Bowl party or Oscar party – post pictures of your setup, and include guest’s handles in your tweets.
- Share your content from other networks like Tumblr and Instagram. But be careful of auto-sharing everything you post elsewhere; those who follow you in multiple places might get bothered by the redundancy and decide to unfollow you. It’s great to cross-post some, but be selective.
Do you tweet while you watch TV? Got any tips we missed? Tell us how you do it in the comments below.
The internet was excited for the season 3 premiere of Game of Thrones on HBO last night. You can see the spikes in Twitter reach about it in the graph above (reach in blue, exposure in yellow, times in PDT), particularly leading up to and during the premiere – nearly 98 million unique Twitter accounts received GoT tweets yesterday. In total, 330k people churned out more than 596k tweets yesterday. The top 5 hashtags were #GameofThrones, #GoT, #GoTSigil and #jointherealm (these two are about the ability to create and share your own house sigil), as well as #GetGlue.
The last one is for social television app GetGlue: you check in to the show or sporting event you’re watching and then you can see how many others are watching with you, leave comments about it, comment on other’s posts, and more. You also have the option to share on Twitter and other platforms what you’ve checked into on GetGlue, automatically adding the #GetGlue hashtag.
This is particularly interesting in the wake of a recent study from the Time Warner Media Lab (via AdWeek) which found that emotional engagement on television viewing is higher if you watch with someone else, or if you log in using a social app like GetGlue:
Did you watch Game of Thrones last night? Was it social? In person or digitally? Tell us about it in the comments!
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
4-in-5 Americans multitask while watching TV [from Marketing Charts]
“Significant numbers of consumers around the world are indeed using their mobile devices to discuss TV programs on social networks as they watch them, even if Americans appear to be behind the curve in that regard.”
“What will it take to build emotive-and-empathic data experiences? Less data science and more data art — which, in other words, means that data wranglers have to develop correlations between data much like the human brain finds context. It is actually not about building the fanciest machine, but instead about the ability to ask the human questions. It is not about just being data informed, but being data aware and data intelligent.”
5 Digital Marketing Insights from a New Gartner Study [from Social Media Today; written by Chris Horton]
“When asked which three digital marketing activities are most important to their success, the marketers surveyed listed a corporate website, digital advertising, and a presence on social media.”
Link to Gartner study here.
“GLOBAL TIME SPENT: Digital is 57% of daily media time. Social 48% of online.”
People Try to Put us D-down, Talkin’ ‘Bout Your Reputation – Part 2: Understanding and Acting on What You’ve Discovered [from Social Media Explorer; written by Jim Berkowitz]
Understand and act on what you’ve discovered from listening, as discussed in Part 1 on this topic.
The Definitive Guide to Online Reputation Management [from the KISSMetrics blog; written by Daniele Virgillito]
An outline of the concepts and steps involved in monitoring your reputation online.
Welcome back to TakeFive with TweetReach, our ongoing interview series with influential members of the Twitter measurement universe. This week, we’re happy to highlight Jim Kneer, New Media Specialist for the NBA Champion Miami HEAT basketball team. Coming off a terrific championship season and an Olympic gold medal for Team USA player and Miami HEAT forward Lebron James, we thought it would be a great time to get Jim’s views on Twitter measurement.
TweetReach: Welcome Jim! Can you describe your role in the HEAT organization? How have you used social media, specifically Twitter, as a part of your social media strategy for the team?
Jim Kneer: Our New Media team is the eyes and ears of HEAT fans around the globe. Our job is to connect with as many HEAT fans as we can. We create relationships with our younger fans that will evolve into a strong brand loyalty. We view Twitter as the first true means of establishing two-way communication with our fans.
Our franchise is just entering our 25th season, so we are a relatively young franchise. We are just starting to see our first generation of life-long HEAT fans reach fiscal maturity. It is our goal to take advantage of the amazing team we have to build our fan base and social media, and Twitter specifically, allows us to reach out and communicate with fans.
We use Twitter to provide real-time coverage of all HEAT related news and events. Our New Media team covers all HEAT practices, games and provides behind-the-scenes coverage of HEAT related events.
TweetReach: How important is measurement of engagement on Twitter to your strategy? Do you have specific goals and campaign metrics that you use to measure performance and success?
Jim Kneer: Measurement of social media engagement is key for us. While we may not have specific goals for each initiative we undertake, engagement metrics play a key role in our future initiatives. We like to look at the performance of our tweets and use that data to tailor our coverage to the areas we get the most engagement. We always want to deliver the content our fans want the most.
We also like to use this data to determine time of posting. We want our posts to generate a lot of replies and we try to provide as many answers as time and scheduling allow. Conversely, pictures and posts that will generate a lot of re-tweets are often made during our “off hours” since less attention is required.
TweetReach: Has your social media measurement strategy changed as you’ve gone from the regular season, to the playoffs, to the champion series, to the off-season?
Jim Kneer: During the season, we utilize a lot of the measurements to build our strategy. Each regular season, we find a different tweeting “sweet spot.” Some years we see more interactions of pictures, some years it may be statistical information that gets the best response. Our job during the regular season is to perfect our strategy. Socially, we do not want to be become a nuisance.
I come from an email marketing background. Email marketing has always been referred to as “permission-based marketing.” Moving over to social media, I always treat it as “privilege-based marketing.” We have been lucky to earn a spot in our fans’ timelines and newsfeeds. We treat this as a privilege. We try to avoid straight sales pitches, instead offering exclusive first looks or first opportunities to buy. This gives our sales pitches a more exclusive, offer-based characteristic.
Once we hit the post-season, we intensify our social media efforts. We know that our fans’ appetite for information increases and we begin traveling to away games to help provide coverage to which they may not otherwise have access. This coverage increases each round, as fans want more and more information. During the 2012 NBA Finals, we sent two staff members to Oklahoma City to cover everything, and we were rewarded with a really comprehensive behind the scenes look at the team during our title run.
Our off-season strategy is to provide relevant content when it occurs, but more so to focus on increasing our interactions with fans. We try to reply to as many relevant mentions as we can, while also increasing the amount of interactive tweets we send out.
TweetReach: What’s your opinion on the “second-screen experience” during televised games? Have you seen more consumers actively engaging via Twitter during games and how do you make the most of that for the team?
Jim Kneer: During the regular season, we work very closely with our broadcast partner, Sun Sports/Fox Sports Florida. Last off-season, we had a series of social-broadcast meetings and were able to develop a very interactive broadcast. We developed a Facebook Friday component to help draw viewers to our broadcasts, especially when our local broadcast is up against a national broadcast of the game.
We also got our broadcasters Eric Reid and Tony Fiorentino on Twitter and they were able to interact with fans and answer some questions live during all broadcasts. Additionally, we created a dedicated hashtag to track all comments.
Fans were also actively engaged in twitter polls for the pregame spotlights as well as the poll question for games. We wanted to create a very social feel for our broadcasts and are very happy where they stand after our first season.
TweetReach: Can you describe one of your more successful social media efforts? Were there specific measurement goals you wanted to achieve and how did the campaign perform? Any lessons learned you can share with our audience?
Jim Kneer: I think one of our most successful efforts this year was the unveiling of our new “Black is Back” uniform. We knew this would generate buzz, but the scope of the appeal was amazing. We were able to reach over 4.5 million unique accounts and generate almost 17 million impressions.
We also made a big social media push for the release of our Miami Floridians throwback jersey. This effort reached over 5.8 million unique people and total impressions reached 13 million.
I think the most important thing we took from these campaigns was that we needed to be ready and able to take advantage of these situations the moment they arise. Once we noticed the feedback, the posts, and tweets we were receiving, we really ramped up our efforts. We learned that by monitoring early reaction to a post you can really ride the positive public sentiment and stay ahead of the curve.
TweetReach: Thanks, Jim!
According to Nielsen, 219.4 million viewers tuned into watch the Olympics on NBC this year. That’s roughly 70% of the US population. If you’re reading this, you were probably one of those 219 million people.
In the more than 50 million tweets posted about the Olympics from July 27 through August 12, some 92,226 tweets included the #NBCFail hashtag. These were posted by 53K different Twitter accounts, and included lots (and lots) of complaints and jokes about NBC’s tape delay, as well as some helpful workarounds for those who wanted to watch live. The first tweet we found that used the #NBCFail hashtag was this tweet from @marcslove posted on July 25, 2012 at 2:29 p.m. PDT (and not the tweet posted a day later from @stevenmarx as reported by certain other sources).
On Twitter at least, people seemed to hate the tape delay, railing against it with their #NBCFail tweets. But the funny thing is, they still watched Olympic coverage on NBC. Did they ever.
A few days into the games, we were convinced that the tape delay was damaging fan participation and goodwill in the games, and NBC’s ratings would be down because of it. But it really didn’t seem to matter – NBC’s ratings were up and higher than ever. Maybe it’s because fans had no choice, and they really had to depend on NBC’s delayed coverage to see the events that mattered to them; live coverage was scarce and difficult to find. Or maybe it’s that noisy voices on Twitter simply don’t reflect larger public opinion. But, what it comes down to is the tape delay actually seems to have made more people watch…
Alan Wurtzel, President of Research and Media Development at NBCUniversal was surprised by the network’s performance, and discussed a few reasons why so many people tuned into NBC’s Olympic coverage. Specifically, he said that people who knew the results of an event “were actually more likely to watch the primetime broadcast”. If this is true, this helps explain why, in spite of a very vocal dislike of the tape delay and rampant spoilers, people still watched more Olympics than ever. If you read tweets and articles about how exciting a particular race or game was, maybe you are more likely to tune in to watch that game when it airs later. Twitter functioned like one giant commercial for NBC’s Olympic coverage.
NBC also credits some of their success to a huge increase in their digital strategy around these Olympics, including an emphasis on mobile and social media. Twitter, for example, definitely helped spread the word. More than 50 million tweets were posted by 11 million different people. Because of this, younger viewers watched more Olympics this year than ever before. NBC says both kids and teens showed double digit gains in viewers this year, which likely contributed heavily to the strong ratings. We know teens are active in social media.
So, was the tape delay really an #NBCFail? Technically, we’ll never really know, because we don’t know how NBC would have done had they aired everything live. But it certainly doesn’t look like a fail from here.
For the past two weeks, we’ve been tracking – and analyzing – tweets about the 2012 Olympics. We’ve talked about sponsors and athletes and exciting match-ups. And now, here are a few final Twitter stats from the London Olympics.
From July 27, 2012 through August 12, 2012 – opening ceremony through closing ceremony – we tracked 50,643,268 Olympics-related tweets* from 11,070,485 contributors. That’s right, 50 million tweets in just over two weeks! The largest Twitter spike included 1.2 million tweets posted in a single hour on July 27 during the first hour of the Opening Ceremony.
The most buzzed about Olympic sport was football (soccer!) with 2.8 million tweets. The most buzzed about 2012 athlete was diver Tom Daley from Great Britain with 630 thousand tweets. And the most buzzed about country in this year’s games was the United States, which ended the Olympics with 104 medals and more than 5.4 million tweets.
The most retweeted Twitter accounts overall were:
- @London2012 with 438K retweets during the games
- @NiallOfficial 369K retweets
- @NBCOlympics 255K retweets
If you’re interested in analysis of any Olympics-related tweets, just let us know!
*Our tracking included full-fidelity coverage of any mentions of a few dozen keywords related to the Olympics, London 2012, and official Twitter handles and hashtags, posted between 2012-07-27 00:00 UTC and 2012-08-13 07:00 UTC. Let us know if you have any questions about our methodology.
The 2012 Summer Olympics kicked off a few days ago. These are the first Olympic games where Twitter will play a significant role in both audience and athlete participation; publications like Mashable are even touting these Olympics as the “first real-time games”. But if you live in the United States, you already know just how “real-time” the London 2012 Olympics have been. As an example, NBC opted to tape-delay their broadcast of Friday’s Opening Ceremony, starting the US East Coast broadcast at 7:30 p.m. EDT, three and a half hours after the event actually started in London. In an age of Twitter and other real-time social media, this kind of time delay presents a big challenge for fans and a missed opportunity for networks. Live television is more relevant now than it has been in years – and tape delays are increasingly irrelevant and even detrimental.
Twitter and Live TV
While most types of television benefit from the sense of urgency engendered by real-time social media, two kinds of shows have become essential to watch in real time. The first are shows that rely on audience participation throughout each episode, like American Idol and other reality shows where folks at home call in their votes to determine which contestants continue on.
The others are the cliffhanger-heavy, high drama shows with reveals galore, like ABC Family’s Pretty Little Liars. If you don’t tune in when the show is originally broadcast, then you risk hearing about the ending before you see it. Twitter should come with a giant “spoiler alert” label on it.
Sporting events fall into this second category – televised events that must be watched live to prevent spoilers. Can you imagine watching the Super Bowl a few hours after it originally aired? It would be nearly impossible to avoid learning which team won. The Olympics should probably fall into this category, right? Right?!
Twitter, TV and the 2012 Olympic Games
Of course it’s complicated to consider myriad time zones and a large global audience. And it gets even more complicated when you throw in Twitter, which allows people from around the world to share their thoughts with anyone at any time. To help deal with these complexities, NBC, the only US broadcast television network with the rights to air the Olympics, has opted to time-delay their airing of some events, while others air in real time.
This time delay has led to confusion and countless spoilers, like last Saturday when the results of the men’s swimming 400 medley competition was announced on NBC’s Nightly News program, even though the event itself hadn’t been broadcast on NBC yet! Of course this has led to numerous articles about how to avoid Olympic spoilers on Twitter, as well as an angry backlash online, with hashtags like #NBCfail emerging as Olympic fans plead with NBC to air more events live. There are even parody Twitter accounts poking fun at the time delay. @NBCDelayed popped up over the weekend and has already generated thousands of retweets.
So, are people watching less of NBC’s coverage because of this? Well… Maybe not. Not yet, at least.
Nielsen ratings were actually up for Friday’s broadcast of the Opening Ceremony, with an average of 40.7 million viewers tuning in. That is higher than the 2008 Opening Ceremony in Beijing (34.9 million) and the 1996 Opening Ceremony in Atlanta (39.7 million).
Overall, there were 6.3 million tweets posted about the Olympics during the Opening Ceremony on Friday (during the UK and US broadcasts of the event, lasting from 20:00 UTC on July 27, 2012 until 07:00 UTC on July 28, 2012). Here’s the tweets per minute breakdown for the full time period. The biggest spike of about 29K tweets per minute happened 48 minutes in the live show, at 20:48 UTC, right around the time Mr. Bean started conducting the London Symphony Orchestra (a phrase I never thought I’d type).
In 2008, Twitter was very different than it is today. It was much smaller, and far less tied to pop culture and television than it is now. So a comparison to 2008 Olympic tweets probably won’t help us understand the 2012 Olympics games very much. However, comparing tweets posted during the different Opening Ceremony broadcasts can tell us something. 3.85 million tweets were posted during live performance (UK time) and 2.35 million tweets were posted during US East Coast broadcast on NBC. Since NBC started their broadcast 3.5 hours into the live performance, there is some overlap between the two telecasts (from approximately 23:30 – 00:00 UTC). The chart below highlights the four hours of the Opening Ceremony from both the live and tape-delayed perspectives.
There is large decrease in tweets during the US broadcast compared to the live broadcast. But if much of the rest of the world was watching when the Opening Ceremony was performed live, then US tweet volume wouldn’t really be able to compete with that. Approximately one-third of Twitter accounts are from the United States, so it’s reasonable to expect the kinds of volume numbers we see above. These certainly aren’t the numbers we’d expect if American viewers simply boycotted the program.
On the other hand, the Opening Ceremony aired on Friday night, marking the official start of the 2012 Olympic games. People simply hadn’t had time to become irritated and fed up with the time delay yet, so lots of people watched. If there really is general support to move away from tape-delayed broadcasts, it will likely take a few days to emerge in the Olympics data. So for now, we’ll keep watching it.
Tape delays are not only irrelevant, but they’re actually damaging fan participation and goodwill. It’s time NBC – and other networks who insist on time delays for their live televised programs – start to work with the evolving model of real-time social television instead of around it.
This is a guest post by TweetReach Pro customer and all-around smart guy Evan Hamilton, Community Manager at UserVoice.
Earlier this month I had the pleasure of attending the Lithium Network Conference. I heard a lot of great talks by leaders in community. But the most interesting speech was by Chris Blandy, SVP of Digital Media at FOX. He said something that stood out to me (paraphrased):
We’ve traditionally been a B2B company, but in the social media ere we’re having to become a B2C company. It’s a huge, important shift for us.
Here’s the thing: traditional broadcast media has always been a B2C business. Sure, you’re selling ads to businesses. That’s how you make money. But in order to do that, you have to make a successful B2C product: a network of television shows people want to watch.
It’s understandable that this has been unclear. When FOX launched they were only the FOURTH broadcast television network. Sure, they had to compete on programming, but only with three other networks. They could put a show on, and as long as it didn’t tank, they could focus on courting advertisers and making sure the content matched what they wanted, in content and format.
Today there are more than 20 broadcast television networks… not to mention lots of cable networks and web content. And their fans are audible, filling social networks, blogs, and fan sites with comments about the network. The entertainment industry can no longer assume they will have viewers. They need to focus on the real customers they always had: the viewers.
To FOX’s credit, they seem to be refocusing wholeheartedly. Chris used American Idol as the prime example of this. They’re building social spaces for fans to chat (one of the top posts on the forum is a criticism of a judge’s harsh words to an Idol contestant). They’re also building opportunities for their fans to continue to consume content, even between broadcasts, such as their live Twitter Q&A sessions with former Idol stars. And, in a big move for a company that would normally rely on Nielsen ratings, they’re measuring social media buzz while an event is on air (and off) and bringing that into their decision-making process.
But let’s be clear: it’s not about social making customers suddenly important. They’ve always been important. But as relative monopolies disappear and it becomes harder to hide from what they’re saying, broadcast media going to have to focus on their viewers with more intensity. This means not only listening, but acting on their feedback and keeping the relationship going beyond the 1-hour time slot. If you can master this, the advertisers will come.
Evan Hamilton is Community Manager at UserVoice, makers of modern, easy, web-based customer service help desk software. He writes frequently about focusing on your customers on the UserVoice blog. When he finds free time, he plays rollicking americana music at Kicking Tuesday.