Professional Documents
Culture Documents
WITH TWITTER
D R I V I N G D I S C OV E R Y A N D E N G AG E M E N T W I T H T V
Chris Hoy
@chrishoy Cant remember being this excited by the return of a TV show. Peep Show. Series 8. Channel 4. 10pm. #henmania
@TwitterUK
The relationship between Twitter and television is strongly symbiotic. Twitter users love talking about what is happening on TV, TV viewers love using Twitter to see other viewers opinions. Twitter is increasingly acting as the second screen to TV. In this publication we explore the links between these two screens. Twitter is the shortest distance between you and what interests you most. This interest is expressed in a huge volume of conversation. 400 million Tweets are sent every day. As a result when events happen in the real world, they happen on Twitter. More and more were nding this is true for TV. When stand-out moments happen on TV, spikes in related conversation happen on Twitter. In fact, according to Second Sync, 40% of all UK Twitter tra c at peak TV viewing time is about TV.
TV DISCOVERY
ENGAGEMENT TWITTER
Through the two distinct phenomena of discovery and engagement, Twitter and TV drive each other in a complimentary cycle. For example, a hashtag on air can boost engagement by organising viewers to tweet and interact. In the other direction, a TV-related Trend, or Tweet in a users timeline, can drive discovery.
@TwitterUK
Twitter is a real-time, public mirror for both broadcast content and advertising. Every programme and every ad - has a Twitter presence. Integration of Twitter into TV content can further stimulate engagement and discovery. Simply adding hashtags on air - or in ads - helps to organise and steer the conversation. In advertising, were seeing that deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals.
DISCOVERY
CONTENT
+
ADVERTISING
ENGAGEMENT
To help understand the ties between Twitter and TV this booklet will introduce some insights and best practices for brands. For more information on the research summarised, please contact your Twitter representative.
@TwitterUK
#insights
@TwitterUK
10M+
active UK Twitter users
60%
of UK Twitter users use Twitter while watching TV
40%
of all UK Twitter tra c around peak time is about TV
90%+
of online public conversations about TV are on Twitter
54%
46%
62% ABC1
source: Twitter UK Internal 2012, comScore mediametrix (desktop home and work) Sep 2012, Crimson Hexagon Nov 2012
80%
24% 28% 29% 10%
of UK Twitter users access the platform via a mobile device
25-34
42% 58%
35-54
55+
75% ABC1
source: Twitter UK Internal 2012, comScore mediametrix (mobile browsing and application) Sep 2012
@TwitterUK
FACTUAL
Engagement patterns mirror key events, or iconic moments during the factual programmes.
DRAMA
Dramas usually see peaks in Tweets bookend the beginning and end of episodes.
@TwitterUK
ENTERTAINMENT
Entertainment often sees a higher proportion of Tweets from mobile. Tweet peaks are largely content-led, but also occur during ads and idents.
MADE IN CHELSEA
Made in Chelsea has a high ratio of viewers to people tweeting - 1 in 4 viewers also actively engaging on Twitter during most episodes.
CURRENT AFFAIRS
Current a airs sees a higher proportion of Tweets from desktop. Peaks largely follow climatic moments in the story narrative or prompts from hashtags on air.
PANORAMA
Panorama has a long tail of engagement. In this episode, conversation continued long after the show nished at 11.40pm - a key example that Twitter engagement is not limited to lighter programming.
@TwitterUK
FILMS
Films on TV regularly trend on Twitter. Tweet patterns follow key storylines with quotes often tweeted widely.
TAKEN
Fascinatingly the tweet patterns for lms tend to have a unique prole - and reoccur. Taken was broadcast on two di erent channels, in di erent months, on di erent days of the week. And yet, the tweet patterns were almost identical. Broadcast 1:
@TwitterUK
X FACTOR 2012
X Factor generated more than 14 million Tweets in 2012, driven by integration of dynamic hashtags on air, celebrity Tweets, and a passionate Twitter audience.
The start of the live shows saw a high volume of engagement with a doubling of Tweets sent from last year. 2012: 818k Total Tweets from 312 unique users 2011: 385k Total Tweets from 119 unique users
FINAL
Twitter is often a barometer for public opinion. There were more mentions of James Arthur, the eventual winner, from day one than any other contestant. In the nal there were 1.12m Tweets from 505k unique users. There were 387k mentions for James, compared to 86k for the runner up Jahmene Douglas. James is crowned winner James sings Impossible James sings Lets get it on
@TwitterUK
Dramas see Tweets peak at the beginning and end of transmission. During Downton, Tweet volume mirrors audience viewing, dropping during ad breaks and reviving afterwards.
START
BREAK
BREAK
BREAK
BREAK
BREAK
END
Tweets for Dynamo: Magician Impossible increased during ad breaks as the audience chose these moments to share their reactions. This show exhibited audience growth during the episode - an unusual pattern which illustrated how Twitter chat was drawing other viewers to tune in. Further, analysis of the whole series saw both Tweet volume and audience gures increase episode on episode.
20:30% 20:34% 20:38% 20:42% 20:46% 20:50% 20:54% 20:58% 21:02% 21:06% 21:10% 21:14% 21:18% 21:22% 21:26% 21:30% 21:34% 21:38% 21:42% 21:46% 21:50% 21:54% 21:58% 22:02% 22:06% 22:10% 22:14% 22:18% 22:22% 22:26% 22:30% 22:34% 22:38% 22:42% 22:46% 22:50% 22:54% 22:58% 23:02%
START
BREAK
BREAK
BREAK
END
source: Tweet volumes Twitter, audience viewing gures from BARB, Oct 2012
@TwitterUK
#advertising
@TwitterUK
MORRISONS - REACH
With no Twitter promotion or integration, Morrisons Christmas ad had just 1.1k mentions on Twitter. However, the nature of the open platform meant the total unique reach of those Tweets quickly scaled to 533k.
600000 600k
300k 300000
150k 150000
5 DAY
10
Surfs sponsorship of The Only Way is Essex saw a strong response from both people tweeting about the show and those who were exposed but didnt tweet across all brand metrics.
52%
Non-viewers of TOWIE
TOWIE Tweeters
source: Twitter & TV: Surf/The Only Way is Essex, ITV & Essential Research, July 2012
@TwitterUK
AD 15.1k AD + 7.5k AD 1.1k AD + #HASHTAG + PROMOTED TREND + #HASHTAG + PROMOTED TREND + DEEPER INTEGRATION
#HASHTAG
1. Every ad has a Twitter presence. Even if you choose to do nothing on or with Twitter, your ad will be talked about on the platform.
2. Add a hashtag Hashtags prompt, organise and steer conversations on Twitter. Increasingly hashtags are also becoming the new brand tagline.
3. Run a Promoted Trend Trends drive discovery and engagement. A Promoted Trend guarantees top spot visibility.
4. Deeper integration Connect the TV story with Twitter. Involve users and viewers to drive your brand message.
@TwitterUK
#HASHTAGS
Hashtags are powerful devices that drive engagement through Tweets and discovery in both user timelines and through Trending topics. We have seen three main ways in which brands have used hashtags successfully:
1. BRAND TAGLINE
Adidas used the hashtag as the master brand. #takethestage ran across online and o ine.
Channel 4 @C4Insider #Homeland has more #XFactor than your typical Sunday night costume drama and its starting right now on C4 youtu.be/2hHbHeM6R9g
Promoted by Channel 4 View media
Mercedes drove deeper engagement by asking viewers to vote for the next stage of their ad storyline on Twitter.
Mercedes-Benz UK @MercedesBenzUK Are you ready for #YOUDRIVE? Get ready to tweet at 8:15pm to drive the story in the new A-Class TV ad during #xfactor bit.ly/YouDrive
Promoted by Mercedes-Benz UK View media
@TwitterUK
COCA COLA
Coca Cola seeded their Christmas ad on Twitter before it was aired on TV using a Promoted Trend with the hashtag #holidaysarecoming.
The Promoted Trend was a quick way to boost discovery for the campaign. The full campaign gained almost 100k Tweets, and 7.6m in unique potential reach on Twitter.
50.0k
Promoted Trend
25.0k
12.5k
4/11
5/11
6/11
7/11
8/11
9/11
10/11 DATE
11/11
12/11
13/11
14/11
15/11
16/11
@TwitterUK
e$Adverts$$ The$Adverts$$
MERCEDES
Mercedes ran an pioneering TV campaign asking viewers to Tweet #hide or #evade to determine the next stage of the story.
Advert 1 Advert 1 Ad 1
Ad 2
Advert 2 Advert 2
that played after the main that played after the main twitter twitter activity campaign. activity campaign.
30sec ad containing the campaign hashtag A 30 second the advert A 30 second clip using clip using the advert #youdrive.
90sec Twitter integrated ad with the callA 90 second from the 30 A 90 second clip madeclip made from the 30 to-action hashtags #hide and #evade.
Deeper Twitter integration in the second ad drove stronger ad engagement and saw a greater lift in brand metrics.
second teaser campaign and second teaser campaign and the 60 the 60 second Twitter integrated second Twitter integrated advert advert that The Xfactor that played in played in The Xfactor
+19%
Is a brand for me
Overall, the campaign generated a large volume of mentions. 71% of Tweets contained the direct campaign hashtags. 1 in 4 wanted to nd out more information about the Mercedes A Class.
source: Twitter & TV: Mercedes, ITV & Essential Research, ITV Vision Panel Oct 2012
@TwitterUK
SUMMARY
More brands are seeing Twitter as a second screen to TV. Conversations about content and advertising happen in real-time on Twitter, scaling reach quickly on Twitters open platform. Through the actions of discovery and engagement Twitter and TV drive each other in a virtuous cycle. Every programme and every ad has a Twitter presence. Integrating Twitter into creative and campaigns will better promote visibility and engagement to target audiences. Optimise your Twitter and TV campaign in 5 ways: 1. Integrate hashtags with a strong call-to-action 2. Plan campaigns with social proles in mind 3. Connect Content & Advertising with Tweets 4. Amplify engagement with a Promoted Trend 5. Tell connected brand stories
This pack has introduced some insights and and best practices for brands to maximise ties link between Twitter and TV. For more information on any of the research summarised please contact your Twitter representative.
@TwitterUK
AD PRODUCT
SUMMARY
TARGETING
PRICING
AD SPECS
Followers
Look-a-likes
Interests
Keywords
Gender
Country/ City
Mobile/ Device
Auctionbased
Fixed-rate
Promoted Tweets
A high engagement format that targets your Tweet to the top of relevant Timelines or real-time search results.
Cost-perengagement
140 characters per Tweet. No limit to in-Tweet media; URLS shortened to 15 characters.
Promoted Accounts
Cost-perfollower
20 characters per account name. 15 characters per @username. 48x48 px thumbnail image.
Promoted Trends
20k/day (net)
20 character link.
@TwitterUK