Entertainment has always been a key sector for us at Brandmovers, and one we thoroughly enjoy testing our creative chops on for a whole range of clients from MTV to Universal. So even with late notice I was delighted to be invited to speak about social media and how it can help find and grow audiences and to take a look at future trends.
The first speaker was Ted Littledale, who presented some truly fascinating insights into second screen viewing patterns which are tracked through the SecondSync platform. Second screen is something we are increasingly interested in, as the modern consumer takes to Twitter and other platforms on mobile, tablet and smartphone (though mainly Twitter, with less than 5% coming from other platforms such as Zeebox according to SecondSync metrics) whilst consuming TV through the traditional “first” screen. Very impressive system indeed, and seeing how the patterns differ from reality shows to drama and indeed from commercial to BBC channels was eye opening.
We have some great case studies covering a range of requirements from the launch of a new show (Rob on CBS), to building an audience through incentivised social recruitment (80 Plates) and growing a network audience through connecting broadcast to digital (HGTV). Tapping into Twitter and hashtag trending is ever important, and so we looked at how our colleagues in India created a great project for Diesel before reviewing our work and metrics for the independent movie Up There last year. The stats on ROI and audience demographic are always well received, but are very much down to the strategy and hard work of our social team and something we are incredibly proud of.
Finally, and with a fair degree of scepticism in the room, we looked at dedicated second screen apps on and hitting the market. Right now they are miniscule in terms of market share, but there are some cool features and more importantly perhaps are the companies seeing how they can use second screen to their advantage, including Yahoo, Sky and established music companion Shazam. It may well be that any such dedicated companion apps fall by the wayside, but it’s worth seeing what features are being explored and seeing how they perform as if nothing else they have identified and are seeking to exploit very contemporary methods of media consumption.