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Social TV: Netflix binge-watching, Daredevil and Twitter

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The prevalence of the second screen and social television have been established for some time now, but how does the conversation differ around a show when the whole season is released at once and the audience has the option to binge-watch it all in one go?

We looked at the Twitter conversation around Netflix’s recently released Daredevil to find out.

The overall conversation

345.5k tweets have been posted about Netflix’s latest original series since the beginning of April, from 137.5k contributors, for a total unique reach of 76.2 million. That’s smaller than the few days of Twitter conversation around the fourth season premiere of Game of Thrones on Twitter, but consider that Game of Thrones was working with an established fan base and audience who were anticipating the season premiere. Daredevil does have an existing fanbase from the success of other Marvel projects, Netflix originals, and of course the original comic book character to draw from, but new shows still have to prove themselves and the social conversation is becoming an increasing part of that success. Netflix and Marvel know that, so their Twitter accounts are at the forefront of the conversation, along with two of the show’s stars, Rosario Dawson and Deborah Ann Woll if you take a look at the top contributors to the Daredevil conversation:

  1. Marvel
  2. IGN
  3. AgentM
  4. Netflix
  5. EW
  6. Rosario Dawson
  7. Daredevil
  8. Deborah Ann Woll
  9. THR (The Hollywood Reporter)
  10. TVAfterDark

And these accounts consequently have some of the most popular tweets (by retweets):

As expected Game of Thrones chatter only got louder as the season progressed as each episode was released in the traditional serialized manner. With a show available all at once, what do we see? The answer that the biggest spike in the conversation happened on April 10th, the day Netflix released the full season, probably does not surprise you: Daredevil release spike

The day of release

Netflix releases new shows at midnight Pacific Time (3am Eastern) on Fridays (weekend timing makes it perfect for binge-watching), and announces that move with a tweet:

Which coincided with a spike in the conversation for that day, too:

Daredevil release day 3am spike

 

As for the conversation itself, there was some self-aware humor around binge-watching reflected in some of the most retweeted and other prominent tweets:

As well as good old-fashioned jokes that only make sense if you’re familiar with the main character—  or start watching the show to be in on it:  

Mashable and Netflix even brought Twitter’s new live-streaming sister app, Periscope, into the conversation by using it to discuss why you should binge-watch the show and to bring fans behind-the-scenes content:

A Periscope URL wound up being one of the top URLs in the overall conversation, alongside articles around the show (like the one from Entertainment Weekly in the tweet posted above) and a Netflix link to the show itself. Something for brands- and perhaps especially for entertainment brands- to take into consideration as part of a promotional content marketing plan.

Other takeaways

Whether or not you’re an entertainment brand or have anything to do with social television and the second screen at all, you still want to maximize your social listening. Daredevil caught criticism for being a show about a blind superhero that was released without a way for visually impaired fans to fully enjoy it. Netflix heard this, however, and several days later an audio description track was added for the show, along with news that the service would be expanded to its other original series.

That’s taking a blunder, really listening to your fans and followers, and fixing it in a timely manner that results in good PR. 

That’s an excellent lesson for any brand.

 

Do you binge-watch series? Do you tweet about it? Leave your thoughts in the comments! 

 

Written by Sarah

April 22nd, 2015 at 12:44 pm

The Week in Social Analytics #124

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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, or tell us about it on Twitter or Facebook.

Twitter and social television:

10 Secret #Twitter Tips, Tricks and Hacks (That You Probably Don’t Know) [from AllTwittr; written by Shea Bennett]

A good list of tips and tricks to browse, even if you’ve been on Twitter for years.

How SMBs Can Most Effectively Use Twitter [from V3; written by Shelley Kramer]

“. . .it’s also important to remember that prospective customers aren’t really interested in you singing your brand’s praises on Twitter. What they are looking for, however, and why they report they follow SMBs on Twitter is to learn about new products, show support for products and brands they already love and to get information they can use. Keep that in mind as you’re crafting your social media strategy and the content you create and share in social media channels. This research may be specific to Twitter, but I’d guess it can easily be extrapolated across other social media channels as well.”

Emphasis added.

Twitter and TV: 4 Ways to Make It Work [from Convince and Convert; written by Nick Cicero]

“As video becomes more fluid online, social engagement will become essential to finding and retaining loyal viewers for a show, as some have even said, social media is the new TV guide.”

Emphasis original.

Six ways social media is changing the nature of TV forever [from Econsultancy; written by Juliet Stott]

“Social media and social TV are two of the reasons why watching live TV is still so strong, says MTV Finland’s executive producer.

‘People cannot miss the show when it comes on air because they would miss the conversation – it’s part of the draw,’ says Rasimus.”

Instagram and Pinterest:

8 Business Growth Strategies for Instagram [from Social Media Today; written by Warren Knight]

Integration (social buttons on your site and cross-posting Instagram images to other social networks where you have a presence) is a key strategy in this list. After all, if your customers don’t know you’re on a platform, how can they follow you there?

Instagram Grows As Teens’ Social Network of Choice [from Marketing Charts; written by staff]

“Roughly three-quarters of respondents reported using the visual platform, up from 69% in the previous survey.”

PiperJaffray-US-Teens-Social-Media-Preferences-Oct2014

The profile of Pinterest users [from We Are Social; written by Deniz Ugur]

“. . .almost two-thirds of users are in 16-34 age bracket and there are more women than men on the platform.”

Click through for the full infographic.

On digital storytelling and marketing psychology:

Harness the Power of Negativity Bias for Positive Marketing [from SHIFT Communications; written by JJ Samp]

“Your ability to resonate with your audience is enhanced by the finesse with which you can identify negative sentiment and gracefully associate it with a positive message.”

Baratunde Thurston on How to Make Digital Storytelling Fun [from Social Media Today; written by Mary Ellen Egan]

“. . .Baratunde emphasized the importance for companies to match their brand and their mission to their digital stories. If stories come off as inauthentic or tone deaf, consumers will revolt.”

Click through to watch the full video of his presentation.

Finally, some bonus stats on holiday shopping expectations:

Survey: Social Media To Influence Half Of Holiday Shoppers from Marketing Land and 41 percent of shoppers plan to spend more online this holiday season from Marketing Pilgrim.

The Week in Social Analytics #113

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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, or tell us about it on Twitter or Facebook.

10 very cool examples of experiential marketing [from Econsultancy; written by David Moth]

Looking to go in a new direction with your next campaign? Use these examples to inspire.

The Highest Converting Images to Use on Social Media Networks [from Social Media Today; written by Jesse Aaron]

The right image can make all the difference in catching your audience’s attention.

Why It Might Be Time to Completely Change Your Social Media Strategy [from Convince & Convert; written by Jay Baer]

“In the shotgun approach, you don’t worry as much about building a big audience in any particular network, but instead building a touchpoint corral around each of your customers and fans. The holy grail isn’t one million Facebook fans, but being connected to each of your fans in as many places as possible. The more places you are connected to your customers and fans, the more places you have permission to contact them, the greater the chances that you will actually be able to contact them somehow, somewhere.

Emphasis original.

A Social Media Contest, Cole Haan, Pinterest, and the Rules [from Spin Sucks; written by Gini Dietrich]

While this happened a while ago, it’s a good reminder that brands need to know the rules before launching a campaign on a new platform. No one wants to be the one that gets made an example of by the FTC.

Want more on Pinterest? Here’s 7 Ways to Make Your Video Stand Out on Pinterest and The secret to Pinterest: no faces and new heights [Infographic].

What’s in a Detailed Buyer Persona Anyway? [from Business2Community; written by Erin Cushing]

“In the B2B realm, there are a few common areas that are always useful, and some information that is only useful in specific circumstances. Here’s the down-low on what you should consider when building your buyer persona.”

How You Can Tap Into The Power Of Twitter [from Heidi Cohen]

This piece covers 6 Twitter Community Structures Simplify Your Work; below is the Brand Cluster Twitter Structure:

“High visibility, popular brands and celebrities attract large Twitter followings who tweet, comment and share information about them. BUT followers have NO connection to each other.”

These communities tend to have large or very large followings but little connection between all of the accounts that make up the following. Also:

“It’s interesting to note that…Brand Cluster Twitter Communities do very little of their own tweeting.”

Click through for some actionable marketing tips around this Twitter community structure. Also great from Heidi this week: 7 Tactics For Content Curation Success.

Real-Time Marketing Isn’t Just About Twitter: MTV uses Snapchat, ESPN’s on Twitter, and Hyundai works Tumblr [from Adweek; written by Garett Sloane]

“Snapchat, Tumblr and Pinterest ‘have the potential to change the way the industry thinks about real-time marketing,’ said Kevin Lange, Starcom MediaVest Group’s svp of social.”

3 TV Shows Doing Social Media the Right Way [from Likeable Media; written by Jessica Chen]

“One of the most well-developed marketing plans in the industry, the marketing campaign for True Blood is a four-part ongoing project. The online campaign features strategic blogger outreach and behind-the-scenes footage and interviews. HBO most excels in maintaining the True Blood image throughout multiple platforms: the show recently created a blog for one of the ‘newly-turned’ vampires.”

When Twitter creates its own, online TV

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Comedy Central now takes requests for its online, sketch series CC: Social Scene, hosted by comedian Paul Scheer. Twitter users can use the hashtag #CCSocialScene to make suggestions based on each week’s topic for a chance to have it included in the next sketch.

This use of a hashtag on Twitter is a natural social extension of the interactive nature of improv and sketch shows at most comedy clubs, taking suggestions from the audience for upcoming scenes. While the episodes haven’t been shared across platforms yet, doing so would maximize exposure to reach each part of their audience where they prefer to spend their time, still drawing them back to Twitter if they wish to participate.

Executing that would make this an excellent example of a cross-platform campaign.

Want tips for running one of those yourself? Check out 3 dos and don’ts for making it work. 

Written by Sarah

July 29th, 2014 at 2:06 pm

Game of Thrones Season 4: Updated Twitter numbers

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We’re three episodes into the fourth season of Game of Thrones on HBO and the talk has certainly not died down since the premiere and just keeps growing: 845.5k tweets have been posted  from 420.7k contributors for a unique reach of 141.7 million users, all around the show and its latest season, since April 6th. (That’s 500k+ more tweets, 20ok+ more contributors and nearly 30 million more unique accounts reached since our last post!)

While actress Sophie Turner’s tweet is still in the top three most retweeted around the show’s conversation, the announcement of being renewed for two more seasons from the show’s official account has taken the number one spot with over 12k retweets:

Followed closely by another of the show’s official tweets:

Top tags continue to be those promoted and supported by the show’s brand (and they now include #purplewedding for events from the second episode) and the show’s Twitter account is the top contributor to the conversation, followed closely by entertainment brands- @peoplemag@RollingStone, and @MTVnews - supporting and spreading GoT talk to interested fans and followers. These accounts share a mix of show recaps, behind-the-scenes interviews with cast members, and even some fan RTs; all great supporting materials to HBO’s own Game of Thrones Viewer’s Guide.

HBO’s heavy involvement in the show’s fandom online illustrates the balance brands need to strike in social television: Give the people what they want in terms of special, behind-the-scenes access and places to discuss the show and characters that they love, and work to add to the conversation with hashtags and resources without dominating it. HBO is nailing it.

Written by Sarah

April 21st, 2014 at 12:40 pm

Game of Thrones Season 4 on Twitter

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The fourth season of Game of Thrones premiere on HBO last night, and Twitter was more than ready for it. Starting Friday, April 2nd and leading up to Sunday night’s premiere 344.3k tweets came from 206.8k contributors, for a unique reach of 112.1M Twitter users, all around Game of Thrones.

The most retweeted tweet came from the actress who plays Sansa Stark on the show, Sophie Turner:

With over 3k retweets and 2k favorites, this tweet was followed closely by one from the official show Twitter account, reminding us all that the next installment is only a week away:

Shows and actors getting more involved in the social conversations around their work is an important trend in social television, and the engagement from fans and followers shows it’s a smart move. Fans feel like they’re getting special access to their favorite shows and actors, and official accounts know what the ongoing conversation around their brand is. It’s hard to be surprised by a “sudden” turn in viewer sentiment if you’ve been part of the conversation all along.

HBO clearly knows this, and the top hashtags were all official hashtags supported and promoted by the brand:

#GameOfThrones

#TakeTheThrone

#GoTSeason4

#GoT

#GoTViewersGuide

The last hashtag leads to an in-depth behind-the-scenes section of HBO’s site, designed to help viewers understand the complex array of characters, relationships, and more behind the show, up to the current season.

Smart move to refresh viewers new and old alike and keep them engaged as season 4 rolls on.

Written by Sarah

April 7th, 2014 at 12:32 pm

The Week in Social Analytics #91

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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, or tell us about it on Twitter or Facebook.

New Research: Most Companies Do Not Have the Talent to Leverage Marketing Analytics [from Convince & Convert; written by Tom Webster]

“The simple truth is that many marketers can’t show the business impact of social because they can’t show the business impact of a lot of things.

“All of which is to say this: if you are in the business of using social for your marketing efforts, either on the brand-side or the agency-side, now is a great time to dig those wells before you get thirsty. Use those extra dollars, and that extra optimism, to build analytics and pre/post campaign measurement into everything you do and to recruit or develop tomorrow’s analysts. End 2014 with more actionable insight and knowledge about the impact of social on your business than you have today. Hold your efforts to the highest possible standards–and let Darwin take care of the rest.”

Emphasis original.

A Marketer’s Guide to SXSW Brands try to keep Austin wired [from Adweek; written by Christopher Heine]

“For those braving the South-by crowds, be prepared for a little something weird. That’s just part of the deal, friendo.”

Adweek, preparing you for the “controlled chaos” of SXSW. As for us, this is what we’re up to during SXSWi. See you there?

This week had a ton of great articles on Instagram:

Fantastic Infographics, Drawn From A Study of Instagram Selfies [from Wired; written by Liz Stinson]

Finally the selfie gets the serious scientific study it deserves:

“Right now, there are more than 79 million photos on Instagram that fall under #selfie. This is not counting #selfies (7 million photos), #selfienation (1 million photos), #selfiesfordays (400,000 photos) or the countless number of photos with no hashtag at all. You might be thinking: “Finally, we’ve reached peak #selfie!” But according to a new study, only 3-5 percent of photos on Instagram fall into the category.”

Keys to Photog Jamie Beck’s Success: Tumblr, Insta, Hard Work [from Racked; written by Chavie Lieber]

Did social media help at all with the jump start?

‘Well, I was kind of behind on Twitter, but Tumblr for sure, it was amazing. They were really supporting our community of original content creators. We were part of the original smaller group of people [on Tumblr] so it was easier to engage. We went to meet-ups, and made friends who were incredibly supportive. It was definitely right time, right place.’”

Emphasis original.

How Instagram Harnesses the Awesome Power of Mobile, Social Media and Photos: 3 Success Stories [from Jeff Bullas]

“This visual self expression and sharing culture combines the power of three.

  1. People’s obsession with their iPhone (read smartphone)
  2. Engagement power of Facebook
  3. The love of photos that seems to have been reinforced with the easy availability of the camera in your pocket

The only challenge for marketers is how to harness that through a touch of creativity.”

Instagram Captures Higher Interaction Rates than Facebook [from eMarketer; written by staff]

“While Instagram’s community of 150 million monthly active users was a fraction of the size of Facebook’s, and even smaller than Twitter’s, the digital marketing organization found that interaction rates for posts made by the 249 prestige brands studied were some 15 times higher than those on Facebook.

Emphasis added.

Can Flickr Catch Instagram? [from Geoff Livingston]

“Flickr celebrated 10 years of serving photos earlier this month, making it an old man amongst social networks. But the photo network is still relevant today, ranking in the top 10 social networks thanks to a resurgence under Marissa Mayer’s watch. In fact, Flickr is now ranked just one spot behind rival photo network Instagram.”

Here’s how to become the ultimate Tumblr power user [from The Daily Dot; written by Aja Romano]

A fantastic roundup of basic Tumblr tips- including all the changes from Tumblr’s recent revamps- and some excellent power user tips.

10 Must-Know Tips to Leverage Pinterest for Your Business [from Social Media Today; written by Brett Relander]

“Pinterest offers perhaps the most unique benefits among all social media platforms. And if your businesses’ content marketing strategy has not factored Pinterest in the mix you are missing out on a huge chunk of traffic from a site that sends more visitors to web properties than the much-vaunted Twitter and has more than 70 million users.”

Three Ways Twitter Chats Can Help Build Your Technology Brand [from Edelman PR; written by Aurora Arlet]

You can find us hanging out in #MMchat  followed by #socialchat on Monday evenings starting at 7pm CT.

Facebook Pulls Ahead of Twitter in Social TV Battle, But Can It Win the War? [from Social Media Today; written by Elizabeth Kent]

“Why Does Social TV Matter for Marketers?
Last but not least, what does all this mean for marketers? The data acquired from Facebook and Twitter on TV viewing and social media use can be used for:

  • Better insights: Social TV data is critical because it allows marketers to better understand who their audience is.
  • Campaign optimization: Through these insights, marketers can optimize their advertising campaigns to maximize effectiveness.
  • Cost-effective ad purchasing: Understanding when certain ads are most effective will allow marketers to make advertising purchases that are more cost-effective.
  • Real-time change: With real-time data comes real-time change. Marketers may be able to use social TV data to improve their advertising campaigns in real-time for immediate results.
  • Social media integration: Data has shown that when networks and advertisers incorporate social media content into their broadcasts, they are able to engage more effectively with their audience.”

Introducing Promoted Accounts in search [from Twitter; written by Nipoon Malhotra]

“With this launch, relevant Promoted Accounts can be presented to users in search results along with recommendations of people to follow. We automatically select relevant search queries for presenting Promoted Accounts based on an advertiser’s targeting choices, so no additional action is required for your business to access this capability.”

 

Written by Sarah

February 28th, 2014 at 9:12 am

The Week in Social Analytics #87

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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, or tell us about it on Twitter or Facebook.

Stop Chasing Shiny Objects, Invest in the ‘Classics’ [from Mack Collier]

“No matter how many shiny tools you master, none of that will help you if you don’t understand your customers.”

And:

“There are two areas you need to focus on in 2014:

1 – Understanding how your customers are using these tools

2 – Understanding how customer behavior is changing because of emerging tools and technology”

Predicting The Social Future Of eCommerce For Small Business [from Viral Blog]

“It won’t be long before we’re buying certain products almost exclusively online, even if we’ve demoed them in person.”

Trust: Do We Believe Your Social Media & Content? [from Heidi Cohen]

On average, two-thirds of customers need to hear a company’s message 3 to 5 times before they believe it based on Edelman’s 2013 Trust Barometer. This ratio has remained relatively constant for the past few years.”

Emphasis orignal.

5 Tips for Creating Social Content That Stands Out [from Edelman; written by Alison Fleming]

“Find the white space that your community fills. Then, find a way to use social content to add value to your community members’ lives. Sure, you’re selling widgets too, but make content so great that people barely notice the product placement. Selling eReaders? Make an online book club. Hawking cameras? Make an online photography gallery. Social content 3.0 has a rich, deep narrative that can only be achieved through insights. Insights -> content -> engagement -> insights. Lather. Rinse. Repeat.”

6 Tips for Managing a B2B Crisis Using Social Media [from Social Media B2B; written by Allison Rice]

“But even though sites like Facebook, Twitter, and LinkedIn may make managing a crisis trickier, they can also help you communicate with your customers, demonstrate your commitment to them and bolster your reputation. In fact, a well-managed crisis can not only help you retain customers, but it can lead to new customers and additional deals.”

Empowering Employees with Social Media Improves Customer Relationships and Grows Revenue [from Social Media Today; written by Brian Solis]

“Organizations can no longer rely on inbound and outbound sales reps, people willing to jump through hoops and obstacles via call centers, or traditional marketing to boost awareness and demand. Customers demand engagement, in real time, and that takes human beings, training, and support.”

Here Is Your Future: 9 Experts Provide 29 Public Relations and Social Media Measurement Predictions for 2014 [from The Measurement Standard; edited by Bill Paarlberg]

“Wait a minute. How about last year’s predictions: How did those work out? As a matter of fact, many, and perhaps most, of last year’s 27 predictions came to pass. You’ll have to judge for yourself, however, which ones were actually Nostradamus-level prescient, as many were either loosely phrased (‘more Facebook commerce’) or very general (‘increasing interest in big data,’ ‘increasing mergers and acquisitions’).”

1 in 5 Social Network Users Likely to Make A Purchase Directly On A Social Network This Year [from Marketing Charts]

“Among Gen Y respondents (born 1980 through 1995), slightly more than one-quarter claimed to be either very likely (13%) or likely (14%) to make a purchase on a social network this year. That figure was matched by Gen X respondents (born 1962 through 1982), of whom 26% are likely to make a purchase.”

Men are also more likely than women to make a purchase directly on a social network (23% vs 14%).

4 Ways Twitter is Socializing TV [from Jeff Bullas]

“So what can TV teach us about how your business can use Twitter?

  • Companies and brands can use Twitter to provide valuable feedback from their customers and prospects
  • Twitter can be used to organise conversations at expos, conferences and presentations
  • It can assist in humanizing the brand that reveals the human side of the organisation
  • Twitter can include calls to action that ask people to buy, inquire or make booking”

Yahoo’s Tumblr-Based Tech And Food Sites Have Seen 10M Uniques Since Jan. 7 Launch [from TechCrunch; written by Darrell Etherington]

“Tumblr’s user base has grown 30 percent since March last year, Mayer says, and usage on mobile is faring even better, with over 50 percent growth between the same time and today.”

Written by Sarah

January 31st, 2014 at 9:11 am

The Week in Social Analytics #85

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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, or tell us about it on Twitter or Facebook.

More than Half of Social Media Ads Spending Will Go to Native In-stream Ads [from Social Media Today; written by Aaron Elliott]

“A study conducted by BI Intelligence shows that among all social media sites, the ones that will find natural ads most valuable are the ones that focus on photo sharing, like Pinterest, Snapchat and Instagram.”

6 Tips for Instagram Marketing Mastery [from Jeff Bullas]

“What might be the biggest hurdle for the more business-minded individual is the understanding that Instagram is not just about selling.  In fact, using your account as a megaphone to promote your product or service is a surefire way to lose followers and leave you feeling like you are shouting into a deserted room.”

Brand Journalism: Breathe New Life into Old Content [from Spin Sucks; written by Gini Dietrich]

Relevant to this past Monday’s #MMchat; a fantastic resource for digital marketers or anyone interested in marketing and social media

How to Mobilize Your Brand Advocates through Storytelling [from Mack Collier]

“The most powerful thing about organic advocacy is the story behind customer’s experience. And because the endorsement is not paid for by the brand, and the story is something others can truly connect with, it becomes a great motivator in getting others to act on the endorsement. Advocacy, done right, becomes true influence. And influence is what impacts behaviors.” 

Emphasis original.

Update from the FDA on Social Media Guidance [from Common Sense; written by Aaron Strout]

“It’s been a long time coming, but it looks like the FDA is getting around to providing guidance to the healthcare industry around social media. Granted that realtime online conversations and the heavily regulated drug industry aren’t the most obvious of bedfellows, but it’s a reality and it’s here to stay.”

Cool or Uncool? Consumers Weigh in on Social Media Behavior [from Marketing Charts; written by staff]

“Brands ought to be wary of overstepping boundaries: two-thirds of respondents feel that a brand’s use of their content on its social media site without permission is ‘uncool.’ Also uncool? Brands calling with automated personalized messages, according to 57% of respondents.”

The Few, The Fervent: Fans Of ‘Supernatural’ Redefine TV Success [from NPR; written by Neda Ulaby]

“‘Nielsen has done a lot of research as to whether social media is helping people to tune in to TV,’ he says, noting that a show’s traction on Twitter and Tumblr is starting to affect how networks pitch shows to the all-important advertisers. ‘They’re no longer just including Nielsen ratings. They’re also including social TV data.’”

HBO Hedges on Social Media to Reach ‘Challenging’ Demographic [from Entrepreneur; written by Geoff Weiss]

“The HBO smash Girls, for instance, is making a full-court press in the digital sphere to hype its third season, which premiered last night. The network is prioritizing micro video apps like Snapchat and Vine over traditional advertising formats to galvanize its sizable digital audience.”

Written by Sarah

January 17th, 2014 at 7:32 am

The Golden Globes hits an all-time high on Twitter

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The 71st Annual Golden Globes aired last night, and we were there as usual in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association to help out on the red carpet and keep track of the social conversation. (Those of us at home did it with our shoes off and our beverage of choice in hand, just like Emma Thompson.)


During the 3-hour show there were 1.59 million tweets, and the awards predictions, red carpet fashion reviews, and general commentary brought the total up to 2.59 million over the course of the entire day. 875k Twitter users generated these tweets, reaching 296.4 million people overall– its biggest year on Twitter yet!

Actor Aaron Paul from Breaking Bad tweeted the most retweeted tweet of the night, with 30k retweets and 530 replies:

The most retweeted tweet from the official @GoldenGlobes Twitter account was a photo of actress Jennifer Lawrence on the red carpet, and it earned 3800 retweets and 550 replies:

Further proof that the Internet still loves Our Lady JLaw (even at the moments when she’s not sneaking up on Taylor Swift).

How does this compare to last year?

The 2013 Golden Globes saw 1.7 million tweets from 598.5k contributors, reaching 184.8 million people and earning 8.1 billion impressions.  This means tweets increased more than 1.5x this year over last year, with nearly 300k more contributors reaching over 100 million more people and doubling in total impressions.

We have to say, we’re looking forward to what the 2015 Golden Globes bring us under the returning helm of hosts Tina Fey and Amy Poehler.

 

 

Written by Sarah

January 13th, 2014 at 9:52 am