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SXSWi 2014 panel proposals from Union Metrics: Social TV’s Evolution

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We’re proposing two panels for next year’s SXSW Interactive conference, and if you like the sound of either one, we’d love your vote!

Last year, Jenn Deering Davis, one of our founders, did a talk about how Twitter has changed how we watch TV. (Miss it? Listen to it here.) Next year, Jenn wants to expand from just focusing on Twitter as a platform, and talk everything From Tweets to GIFs: How Social TV is Evolving.

So why should you vote for her panel proposal? Below is a quick interview that answers just that question, and more:

1. What inspired/drove you to propose a panel around this subject? 

I’ve worked in social media for ages (well, for as long as we’ve called it that). I love television. There are some very interesting things happening in the intersection of those two worlds and I enjoy exploring them at events like SXSW. A lot has changed in the media landscape in the past few years, and SXSW is the perfect place to talk about those changes.

2. What makes you qualified to discuss it? 

We’ve been working with TV, film and other entertainment companies for several years at Union Metrics, so I’ve seen a lot of this first-hand with our customers. I also have a PhD in communication technologies and, if you can believe it, actually spent some time in grad school studying the rhetoric of pop culture. You might say this is my legerdemain. Bailiwick. Whatever.

3. Why should people come to your panel?

Because it’ll be fun! Seriously though, I got great feedback from last year’s presentation on a similar topic, which I’ve incorporated into this new talk. I’m adding in new examples and updating the content to reflect the changes in social media marketing since last March. It’s going to be great!

4. What would you hope attendees take away from your panel? 

At the very least, attendees will hear some good stories and examples of how TV shows use social media. But hopefully they’ve gained some ideas for how they can implement these kind of strategies for their own brands, even if they’re not in entertainment.

5. How would you hope attendees interact with the subject manner of your panel long after they’ve gone home? 

Like I said before, I hope they come away with some useful tips they can actually use. But maybe they’ll also learn about a new TV show! If I can introduce a show like Archer or Adventure Time to at least one new fan, then I’ll be happy.


If that sounds good, you can vote for it here. We would never want to be accused of bribery, but there might be some more GIFs in it for you. And look out for an interview with Gentleman Developer Mando Escamilla about his panel proposal Career Autopsy: Lessons from 16 Years as a Dev soon!

Written by Sarah

August 21st, 2013 at 2:23 pm

Market Like the Movies: A sneak peek of Jenn’s talk from SXSW V2V

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Notes from ImageThink!

Co-founder  Jenn Deering Davis’ session on Market Like the Movies (Without the Studio Budget), happened yesterday afternoon at SXSW’s new V2V conference, where she talked about how to market your startup using the social media strategies Hollywood has perfected to drum up excitement about TV and movies on social sites like Twitter, Tumblr and Facebook.

Want to know more? We’ll share her slides and notes from the talk when she gets back from Vegas! In the meantime, check out this awesome visualization of her session drawn up by Heather Willems from ImageThink (catch them on Twitter too).

Are you at V2V? Find us and say hello!

Written by Sarah

August 13th, 2013 at 1:58 pm

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Headed to SXSW V2V? So are we!

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We’ll be in Las Vegas next week for SXSW’s new V2V conference and we’d love to meet up. Drop us a line, or catch us on Twitter to let us know your plans.

Also, check out our founder Jenn Deering Davis’ session on Market Like the Movies (Without the Studio Budget), happening Monday, August 12 at 4:30 p.m. PT. Learn how to market your startup using the social media strategies Hollywood has perfected to drum up excitement about TV and movies on social sites like Twitter, Tumblr and Facebook. All without worrying about an unflattering picture of you showing up on the cover of a grocery store gossip mag.

Tumblr is cool

See you in Vegas!

Photo credit: Tumblr founder David Karp’s own Tumblr

Written by Sarah

August 7th, 2013 at 4:10 pm

Posted in Events,News

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SXSWi 2011 vs. SXSWi 2013 in numbers

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Two years ago we did a recap of SXSWi 2011 in tweets after the five days of the Interactive portion of the festival were over. (In case you’re still unfamiliar, SXSW is a great big gathering of all kinds of interactive professionals – from social media folks to software developers and startup founders, to designers, researchers and basically anyone interested in the digital space. SXSW Interactive is a tech conference, and is followed by the film and music portions of the festival.)

Here’s a table comparing the tweet volume, total number of unique contributors, and overall reach for 2011 vs. 2013:

SXSWi 2011 vs 2013 table shot

What a difference two years can make!

Here’s a breakdown of the 2013 SXSW tweet activity:

Activity breakdown for tweets during SXSWi 2013

Activity breakdown for tweets and contributors during SXSWi 2013

Were you at SXSWi? How was your experience? Tell us in the comments, old hats and newbies alike.

Written by Sarah

March 13th, 2013 at 11:14 am

SXSW preview: How Twitter is changing how we watch TV

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One of our very own will be presenting at SXSW Interactive this year. Jenn Deering Davis, Union Metrics Co-Founder and Chief Community Officer, will be speaking about how Twitter has changed how we watch TV on Saturday, March 9 during the festival. We wanted to get a preview of her presentation, so we thought we’d ask her a few questions about social TV and share her responses with you.

  1. How do you think social media has changed how viewers communicate about television shows?

Social media provides a great place for us to talk about our favorite TV shows and characters. It allows fans distributed across the country – even the globe – to share the experience of watching a show together. TV is such an important part of our culture, particularly in the United States; many of us watch some TV every single day, and we’re deeply connected to the shows we watch and the people in them. We want to talk about TV, and social media channels like Twitter are the perfect place for those conversations.

  1. What are some of the creative strategies that networks and advertisers are employing to tap into social TV?  

There’s certainly a lot of hashtag use right now. You can’t watch a TV show – or a commercial – without seeing hashtags all over the place. Some of the more interesting fan engagement initiatives include creating character Twitter accounts that tweet during and between episodes, sharing content exhaust like behind-the scenes photos and outtakes, and running social games and contests to unlock premium content.

  1. What shows are doing social TV really well?

So many shows and show runners are doing interesting things on social media. Pretty Little Liars is one of the canonical examples – PLL and the team at ABC Family have created a huge and highly engaged following on Twitter and Facebook. As for others, I love how characters from Archer tweet as themselves (and to each other!), how Hollywood award shows like the Golden Globes post pictures from the red carpet and backstage, and how Netflix capitalized on the huge social interest around its new show House of Cards. There are so many great examples. For more, you’ll just have to come to the panel.

  1. How important is a standard measurement system for social TV and do you think Twitter’s work with Nielsen will push it forward?

Networks have been using Twitter as a way to understand the real-time pulse of their shows for several years, and I think it’s smart of Nielsen and Twitter to work together to formalize some of that. We can learn a lot about what fans think about a show by measuring their tweets. For example, tracking minute-by-minute volume helps us understand viewer interest spikes, telling us exactly what onscreen moments are exciting to the audience. I think this area will mature a great deal over the next few years.

  1. Twitter is at the center of the social TV discussion, but what other platforms do you think are poised to become a larger part of this movement?

Twitter was the first social channel to be really successful in the TV space for a variety of reasons (which I’ll discuss in more detail at SXSW), but we’re starting to see a lot more fan participation in other channels, as well. Tumblr is a big one, because millions of fans go to Tumblr to share and remix  all kinds of amazing visual content about their favorite shows, and that content spreads like crazy on Tumblr. Social TV conversations happen in all the social media spaces we spend time in, but we’ve just heard the most about Twitter so far. I think that’s changing.

  1. How does online streaming content tap into social TV? Will advertisers cater to this demographic, or keep pushing for live viewing?

Great question. We’re starting to understand more about how social impacts (and is impacted by) both live and streamed viewing. I’ll get into this more during the talk, but we’re actually seeing a comeback in live TV right now! It’s fascinating stuff, but I’ll leave that as a teaser for now.

If you want to hear more, then be sure to check out Jenn’s talk at SXSW in Austin next week. And be sure to go say hi afterwards – she’d love to talk to you. She might even have party invites to share if you ask nicely.

Written by Sarah

February 28th, 2013 at 8:10 am

10 SXSWi 2013 panels you won’t want to miss

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We already mentioned that we’ll be at SXSWi- now just a mere two weeks away!- and we’d love to see you, so drop us a line in the comments if you’ll be there and let us know if you’re hosting an event or participating in a panel. Speaking of panels, we’ve got some suggestions for panels and other events you’ll want to be sure and work into your schedule:

Photo Credit: The Library of Virginia

1. Building Tools for Creativity | Presenter: David Karp (Founder | Tumblr)

2. Get Ready to Rumble! How WWE Is Crushing Social TV | Presenters: John Cena (WWE Superstar | WWE), Khris Loux (Co-Founder & CEO | Echo), Perkins Miller (EVP, Digital Media | WWE) & Stephanie McMahon (EVP, Creative Dev & Operations | WWE)

3. Data, Storytelling & Breaking Through the Noise  | Presenters: Ashley Brown (Dir, Digital Comm/Social Media | The Coca-Cola Company), Dustee Jenkins (VP of PR | Target), Gary Goldhammer (Sr Digital Strategist | H+K Strategies) & Jon Steinberg (Pres/COO |BuzzFeed)

4. Brands, Bloggers & the Social Commerce Future | Lisa Stone (CEO & Co-founder | BlogHer LLC)

5. Mosh Pit of Experts: The Future of Social (Core Conversation)  | Presenters: Sam Decker (CEO & Co-Founder | Mass Relevance Inc) & Sean McDonald (Managing Dir | Pricewaterhouse Coopers)

6. The Rise of the Planet of the Creatives | Presenters: Claire Mazur (Co-founder | Of a Kind), Danielle Strle (Dir of Prod | Tumblr), Jamie Beck (Photographer, co-creator of the Cinemagraph | & Jen Bekman (Founder, CEO 20×200/Jen Bekman Projects Inc)

7. Social Circles vs. Social Media | Presenters: Austin Carr (Staff Writer | Fast Company), Brian Schechter (Co-Founder & Co-CEO | How About We), Dylan Casey (Head of Prod Mgmt | Path) & Jared Hecht (Co-Founder | GroupMe)

8. Fresh Prince + Downton Abbey: A Perfect EngagementCheryl Engelhardt (Composer / Songwriter | CBE Music) & Michael Schaubach (Dir of Post Production |

9. From 140 to 0: The Rise in Image-Based Marketing | Presenter: Nate Auerbach (Music Strategy & Outreach | Tumblr)

10. And be sure to check out our presentation on Saturday! How Twitter Has Changed How We Watch TV | Presenter: Jenn Deering Davis (Co-Founder |Union Metrics)

Written by Sarah

February 26th, 2013 at 7:48 am

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Join us at SXSWi!

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Are you going to be at SXSWi this year? We’re going to be there and we’d love to see you! Email us if you’d like an invite to our happy hour.

Also, let us know if you’re going to be on a panel, and come see one of our founders, Jenn Deering Davis, on hers: How Twitter Has Changed How We Watch TV.

Here’s to a great time at SXSWi 2013!


CEO Hayes Davis & friend at SXSWi 2010 

Written by Sarah

February 18th, 2013 at 1:54 pm

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Union Metrics SXSW 2013 panels

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The team here at Union Metrics proposed a number of great panels for next year’s South By Southwest conference. They’re all listed below. If you think any of these would be interesting presentations at SXSW, please give us a vote!

Getting started with social data at scale

Featuring these speakers:

  • Ken Little, Director of Engineering, Tumblr
  • Rob Johnson, VP of Product Strategy, Gnip
  • Hayes Davis, CEO, Union Metrics

Answering these questions:

  1. What social networks offer access to social data and how do they provide that access?
  2. What issues should you be aware of in order to maintain compliance with the Terms of Service from different providers?
  3. What are the technical challenges inherent in consuming, storing and analyzing large amounts of social data?
  4. While social data is often treated as the answer to all kinds of marketing and branding questions, it does have plenty of limitations. What are some useful business questions social data can answer?
  5. What tools and techniques are available to get started analyzing social data?

The art & science of social media movie marketing

Featuring these speakers:

Answering these questions:

  1. Why do fans share film-related content online?
  2. What are studios and networks doing to engage their audiences in and out of the theater?
  3. What marketing tactics work best to market a movie on Facebook? On Twitter?
  4. What social media metrics are the most important to measure during a film release?
  5. Can social media predict a film’s success at the box office?

On Tumblr: Case studies, best practices, analytics

Featuring these speakers:

Answering these questions:

  1. What are examples of successful brands on Tumblr?
  2. What are examples of clever Tumblr campaigns and strategies?
  3. How is the community on Tumblr different from Twitter and Facebook?
  4. What kind of content resonates on Tumblr?
  5. How can you measure a Tumblr campaign? What metrics matter?

Designing for sales

Featuring these speakers:

Answering these questions:

  1. How do you balance company and product information on your home page versus a clean, simple design to drive more conversions?
  2. By the time users make it to your Plans and Pricing page, they should have a basic understanding of your offering. What are some best practice examples of Plans & Pricing pages that convert?
  3. How can data and infographics be used to tell simple stories that encourage users to act?
  4. Are you ever done iterating? How do you avoid analysis paralysis and start implementing and testing quickly and continually?
  5. Everyone has an opinion and sales, marketing, and design all want to make sure their ideas are incorporated into the final product. What are some tips for avoiding design by committee?

Call Me SOA, maybe?

Featuring these speakers:

Answering these questions:

  1. Why do we care about service-oriented architectures? What are important concepts in a SOA?
  2. What are the advantages of using an SOA? What are the pitfalls?
  3. How do I know I need an SOA?
  4. How can we get started with SOA today?
  5. What are some awesome SOA technologies?

How Twitter has changed how we watch TV

Featuring this speaker:

Answering these questions:

  1. What is social television?
  2. How has Twitter changed how we watch TV?
  3. What are some examples of effective TV-related Twitter campaigns? What shows are doing the best (and the worst) on Twitter?
  4. What role do second screen apps play in TV viewing?
  5. What are some predictions for the future of Twitter and TV?

Written by admin

August 15th, 2012 at 10:49 am

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A recap of SXSWi 2011 in tweets

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The TweetReach team attended the South by Southwest Interactive conference in Austin, Texas this week. SXSWi is a great big gathering of all kinds of interactive professionals – from social media folks to software developers and startup founders, to designers, researchers and basically anyone interested in the digital space. This year’s SXSWi conference attracted 19,364 attendees (nearly a 36% increase from 2010).

During the conference, we monitored tweets that mentioned SXSW. During the five days of the interactive conference, we tracked:

  • 626,513 tweets from
  • 172,432 contributors with a
  • reach of 56,868,452 that generated
  • 2.2 billion impressions.

The most retweeted tweet during the conference was from @SteveCase and received 1,523 retweets.

We’re still crunching the rest of the numbers, so we’ll have more in-depth analysis of SXSWi tweets and what people were talking about very soon. Stay tuned.

Written by Jenn D

March 16th, 2011 at 1:58 pm

Posted in Events,Trends

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TweetReach support hours from March 10-15

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Most of the TweetReach team will be attending the South by Southwest Interactive conference in Austin, Texas over the next few days. So please allow us a little extra time to return your calls and emails on the following dates:

Thursday, March 10 – Tuesday, March 15

On these days, our support staff will return all non-urgent requests within 24-36 hours and urgent requests as soon as possible. As always, there are several ways to get your questions answered:

And if you happen to be at SXSW this year, let’s meet up! Find us through our @tweetreachapp Twitter account or message Hayes or Jenn directly.

Written by Jenn D

March 10th, 2011 at 10:00 am

Posted in Help,News

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