By Susan Marshall, senior director, ExactTarget
Lost Remote recently found that 62% of TV viewers use social media while watching TV.
The networks are finding ways to capitalize on consumers' desire to be part of a larger community and to share frustration over a missed goal or emotion over a tear-filled acceptance speech.
So how can you fully integrate social media into the entire production lifecycle in order to reap the rewards?
1. Embrace your audience
Or lose them. Viewers now expect a social experience and as marketers, you have everything to gain. It’s important to integrate social media into the customer experience to build relationships and brand advocates. As brands look to drive ROI from their interactions with customers, companies must transform their communication to meet the needs of their customers.
2. Drive conversations
Encourage your audience to engage in conversation. Rotate a combination of relevant hashtags and the show’s Twitter handle on screen to centralize the conversation. According to eMarketer, 34% of tablet users report posting comments on social media, blogs or another website during a show. By centralizing the conversation with a mainstream hashtag, you are empowering viewers to interact and be a part of a larger community.
3. Collect and incorporate feedback
Incorporate audience insights and reactions into idea creation, preproduction, production, marketing and post-show promotions. Successful shows understand the importance of audience insights and welcome them into every aspect of their shows.
4. Integrate across channels
Reward engaged fans with special features, exclusive show clips and cast interviews on your website and YouTube channels. By integrating the power of social media engagements with other channels, shows can increase fan loyalty and advocates.
5. Measure and React in Real-time
Now is the time. During the moment of interaction and engagement, you need to be able measure the level of engagement and sentiment in real-time and respond accordingly. Long gone are the days, weeks and months of measurement before action.
While TV shows might be a perfect setting for generating real-time interactions, the opportunity for networks and marketers from any industry is much larger. It’s important to integrate social media into the customer experience to build relationships and brand advocates. The most effective brands are embracing the nature of social media to build better relationships with their customers.
Customer relations are always about achieving the highest level of customer satisfaction and social media allows them to do their jobs more efficiently. Thanks to social media, we'll see more brands converging customer service and marketing to meet business objectives.
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