Archive for the ‘television’ tag
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.
How to Do Native Advertising Right on Tumblr [from Yahoo Advertising; written by Team]
“Deliver good content consistently
Tumblr is known for original, striking content. Make your posts stand out enough to grab attention on users’ dashboards, the primary destination on Tumblr.”
The evolution of Tumblr: From micro-blogging platform to an eco-system of content [from Taylor PR; written by Sandeena Ahmed]
“This is where I think Tumblr’s evolution is best illustrated; in the interaction between and creation of various subcultures on this platform. What started as a way to micro-blog (a change of pace from the Blogger, Livejournal, and WordPress days) has turned into a thriving eco-system of content. Tumblr gives you a platform to post about art that you have created, articles that you enjoy, TV and movies that you adore, and discuss and argue on everything from the latest fashion trends to the ontological value of the pineapple in SpongeBob Squarepants.”
Brands need to fully understand how a platform’s users express themselves in each place, and how their interactions and content production differ even among different subcultures on the same platform. Once they do that work, then they can begin to contribute valuable content and become a part of the conversation.
5 Ways to Fall into Instagram Marketing [from Business 2 Community; written by Kelly Shepsko]
“One tried and true way of increasing your following and engagement on your content is by following others and engaging on their content. Search hashtags to locate target audience members, whether your company is B2C or B2B. Follow relevant users and then periodically engage on their posts by liking their photos or commenting. However, you don’t want to sound “spammy”, so don’t bombard them with your sales pitch!”
On visual content marketing & storytelling:
Incorporate Visual Social Media in Your Content Strategy [from Spin Sucks; written by Carol Scott]
Includes some important steps for brands creating a visual social strategy:
“Think broadly about your visuals. Not every pin or Instagram photo has to be (or should be) focused on your brand. Capital One and American Express both maintain pinboards for brides, world travelers, and bucket-list creators. These images are inherently shareable, regardless of a user’s affiliation with the companies, which makes it easier for the brands to spread organically.”
10 Tips for Managing Your Visual Content (Without Going Crazy) [from Marketing Profs; written by Liz McLellan]
If you’re a large company with a large amount of unorganized visual assets, then you definitely want to look to this piece for advice on how to manage your various digital assets.
The 3 Factors That Drive Content Marketing Success [from B2B Marketing Insider; written by Michael Brenner]
“. . .one of my biggest secrets is that I don’t spend nearly as much time writing as you might think. I am opportunistic with re-purposing the content I already create.”
“Find the data. Make it visual. Share. Rinse, repeat.”
What is storytelling for brands and why do you need it? [from Econsultancy; written by Christopher Ratcliff]
“Storytelling in marketing terms isn’t just about telling ‘a story’ (producing an advert where a narrative arc occurs), it’s about telling the story of the ‘brand’ across multiple channels and using various tools and methods.”
Study: Live-Tweeting lifts Tweet volume, builds a social audience for your show [from Twitter; written by Anjali Midha]
“Besides increasing the volume of Tweets about a show, live-Tweeting can contribute to building an audience on Twitter.”
You can also look at this data in alternate chart form from Marketing Charts.
How to blast your Twitter engagement rates through the roof [from Econsultancy; written by Matt Owen]
“People like big, colourful pictures. They like them more if they look like they include information, and there are twin psychological reasons for this.
- Firstly, it’s a (I’m sorry for using this phrase, I really am) value-add. You don’t even have to click on a link to get at that sweet sweet insight.
- Secondly, it’s easy to share this and show people that you too are a valuable source of information (Or if you’re like me, at least give the appearance of knowing what you’re talking about).”
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:
— Game Of Thrones (@GameOfThrones) April 8, 2014
Followed closely by another of the show’s official tweets:
— Game Of Thrones (@GameOfThrones) April 8, 2014
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.
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:
Today is the day #GoTSeason4
— Sophie Turner (@SophieT) April 6, 2014
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:
— Game Of Thrones (@GameOfThrones) April 7, 2014
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:
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.
The second season of the Netflix Original House of Cards premiered over the weekend, and many of us made our couches our Valentines in order to marathon the whole season, while talking about it on Twitter, of course. Starting on February 13 through the weekend, 367.2k tweets came from 210.3k contributors with a reach of 127.7M unique Twitter users. It got a pretty big endorsement:
Tomorrow: @HouseOfCards. No spoilers, please.
— Barack Obama (@BarackObama) February 13, 2014
Some of the other most retweeted tweets came from the official House of Cards Twitter account and were either hyping the release of the second season, or letting followers know it was officially up and available to stream:
Set your clocks and put the coffee on. House of Cards goes live at 12.01 AM PST tonight. pic.twitter.com/7LmeuoSBwE
— House of Cards (@HouseofCards) February 14, 2014
— House of Cards (@HouseofCards) February 14, 2014
Social media means an ever-increasing risk for show spoilers, but Netflix is on top of that with the release of their new Spoiler Foiler, as reported by Mashable:
— Mashable (@mashable) February 14, 2014
The most popular hashtags used to talk about the show included use of the new tool, which marks this as a fantastic move from Netflix:
Did you catch House of Cards over the weekend?
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:
Breaking Bad for the win bitches!! Yeah Mr. White! Yeah science! #GoldenGlobes
— Aaron Paul (@aaronpaul_8) January 12, 2014
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:
— Golden Globe Awards (@goldenglobes) January 13, 2014
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.
It’s that time of year again – awards season! The 71st Golden Globe Awards are this Sunday, and as usual, we’ll be there to track the social media conversation around the event and help out on the #redcarpet.
So, we were wondering… In the days leading up to the first major awards show in Hollywood this season, which movies, TV shows and actors are Twitter and Tumblr buzzing about?
Well, Tumblr can’t get enough of Amy Poehler and Tina Fey, who are coming back for a second year as hosts of the show. Most of the top posts about the Golden Globes right now are GIFs of the comedic duo, taken mostly from the commercials for the upcoming broadcast (like this one from gillianjacobs).
After Tina and Amy, Twitter and Tumblr are both excited about Tatiana Maslany from BBC America’s Orphan Black and Jennifer Lawrence - or JLaw, if you prefer, which we do – from American Hustle. And there’s a lot of talk about Jared Leto from Dallas Buyers Club, Leonardo DiCaprio from The Wolf of Wall Street, and Bradley Cooper from American Hustle.
As far as movies and shows go, Tumblr’s favorite films right now are American Hustle, 12 Years a Slave, and Dallas Buyers Club. Twitter also loves Catching Fire, partly because Taylor Swift’s song from the film was nominated. And Orphan Black is wildly popular on both networks. Breaking Bad and Scandal are getting some attention on Twitter, while American Horror Story is popular on Tumblr.
Want to follow along with the conversation this week? Find @GoldenGlobes on Twitter and on Instagram, and participate in the conversation with the #GoldenGlobes tag. And stay tuned here, as we’ll update with more social data about the show next week!
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!