TUNE IN WITH TWITTERDRIVING DISCOVERY AND ENGAGEMENT WITH TV

@TwitterUK

Chris Hoy@chrishoy

Can’t 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 we’re finding 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.

TWITTER

TV

ENGAGEMENT

DISCOVERY

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 user’s timeline, can drive discovery.

@TwitterUK

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.

CONTENT

ENGAGEMENT

DISCOVERY

ADVERTISING

+

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, we’re seeing that deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals.

@TwitterUK

#insights

@TwitterUK

source: Twitter UK Internal 2012, SecondSync 2012

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

source: Twitter UK Internal 2012, comScore mediametrix (desktop home and work) Sep 2012, Crimson Hexagon Nov 2012

DESKTOP

15-24

25-34

35-44

45-54

55+ 15%

15%

16%

20%

28%

62% ABC1

54%46%

90%+ AgeMale

Female

of online public conversations about TV are

on Twitter

source: Twitter UK Internal 2012, comScore mediametrix (mobile browsing and application) Sep 2012

80%

MOBILE

18-24

25-34

35-54

55+ 10%

29%

28%

24%

75% ABC158%

42%

Male

Female

Age

of UK Twitter users access the platform via a mobile

device

KEY STATS FOR TWITTER UK

@TwitterUK

SOCIAL PROGRAMMING PROFILESThe social profiles and tweet patterns of programmes generally vary by three key factors: genre, demographics and time slot. Peaks in Tweets (and engagement) are often driven by content, storyline, celebrity Tweets and hashtags on air.

In the following examples, the histograms show Tweets-per-minute (TPM) and include the 30 minutes before and after transmission. The patterns here help to understand and plan for the social behaviour of TV viewers.

DRAMADramas usually see peaks in Tweets bookend the beginning and end of episodes.

FACTUALEngagement patterns mirror key events, or iconic moments during the factual programmes.

source: SecondSync 2012

@TwitterUK

ENTERTAINMENTEntertainment often sees a higher proportion of Tweets from mobile. Tweet peaks are largely content-led, but also occur during ads and idents.

MADE IN CHELSEAMade in Chelsea has a high ratio of viewers to people tweeting - 1 in 4 viewers also actively engaging on Twitter during most episodes.

CURRENT AFFAIRSCurrent 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.

PANORAMAPanorama has a long tail of engagement. In this episode, conversation continued long after the show finished at 11.40pm - a key example that Twitter engagement is not limited to lighter programming.

source: SecondSync 2012

@TwitterUK

FILMSFilms on TV regularly trend on Twitter. Tweet patterns follow key storylines with quotes often tweeted widely.

TAKEN Fascinatingly the tweet patterns for films tend to have a unique profile - 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:

Broadcast 2 - same tweet pattern:

source: SecondSync 2012

@TwitterUK

X FACTOR 2012X Factor generated more than 14 million Tweets in 2012, driven by integration of dynamic hashtags on air, celebrity Tweets, and a passionate Twitter audience.

FINALTwitter 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 final there were 1.12m Tweets from 505k unique users. There were 387k mentions for James, compared to 86k for the runner up Jahmene Douglas.

2012: 818k Total Tweets from 312 unique users

2011: 385k Total Tweets from 119 unique users

James sings “Let’s get it on”

James sings “Impossible”

James is crowned winner

source: SecondSync 2012

FIRST LIVE SHOWThe start of the live shows saw a high volume of engagement with a doubling of Tweets sent from last year.

@TwitterUK

CORRELATION BETWEEN TWEETS AND BARB VIEWINGThe correlation between Tweets and viewers can vary depending on the level of Twitter integration and the programme’s social profile. These factors can harness the attention-pointing qualities of Twitter trending.

DOWNTON ABBEY - TWEETS AND VIEWING MIRRORDramas see Tweets peak at the beginning and end of transmission. During Downton, Tweet volume mirrors audience viewing, dropping during ad breaks and reviving afterwards.

DYNAMO: MAGICIAN IMPOSSIBLE - TWEETS BREAK FROM VIEWINGTweets 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 figures increase episode on episode.

source: Tweet volumes Twitter, audience viewing figures from BARB, Oct 2012

START BREAK BREAK BREAK END

0

2000

4000

6000

8000

10000

12000

14000

0

200

400

600

800

1000

1200

1400

1600

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 ENDBREAK BREAK BREAK BREAK BREAK

@TwitterUK

#advertising

@TwitterUK

EVERY AD HAS A TWITTER PRESENCE

Every ad aired on TV gets talked about on Twitter. The number who tweet is always a small subset of those who might be exposed. When considering reach on the platform, both those exposed and those who tweet demonstrate value to brands.

MORRISONS - REACHWith 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.

SURF - BRAND METRICSSurf’s sponsorship of The Only Way is Essex saw a strong response from both people tweeting about the show and those who were exposed but didn’t tweet across all brand metrics.

DAY

0

150000

300000

450000

600000

0 1 2 3 4 5 6 7 8 9 10

600k

150k

300k

450k

UNIQ

UE R

EACH

ad airs during X Factor Results show

source: Datasift and Colourtext, Nov 2012

Non-viewers of TOWIE TOWIE viewersnot Twitter exposed

TOWIE TweetersTOWIE viewersTwitter exposed

92%85%

76%

52%

source: Twitter & TV: Surf/The Only Way is Essex, ITV & Essential Research, July 2012

Twitter users demonstrated higher purchase intent

@TwitterUK

DEEPER INTEGRATION, DEEPER ENGAGEMENT

The more brands have integrated with Twitter, the more success they have seen in both reach and engagement.

1.1k

7.5k

15.1k

40.3k

AD

AD

#HASHTAG

PROMOTED TREND

+

+

+

DEEPER INTEGRATION

AD

#HASHTAG

PROMOTED TREND

+

+AD

#HASHTAG

+

TOTAL MENTIONS FOR 4 AD CAMPAIGNS BY LEVEL OF TWITTER INTEGRATION:

source: Twitter Internal, 2012

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 hashtagHashtags prompt, organise and steer conversations on Twitter. Increasingly hashtags are also becoming the new brand tagline.

3. Run a Promoted TrendTrends drive discovery and engagement. A Promoted Trend guarantees top spot visibility.

4. Deeper integrationConnect 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 TAGLINEAdidas used the hashtag as the master brand. #takethestage ran across online and o#ine.

2. LEVERAGE THE EXISTING CONVERSATIONChannel 4 jumped on hashtags relevant to Sunday night TV to promote discovery of Homeland.

3. CAMPAIGN SPECIFIC CALL-TO-ACTIONMercedes drove deeper engagement by asking viewers to vote for the next stage of their ad storyline on Twitter.

Channel 4 @C4Insider#Homeland has more #XFactor than your typical Sunday night costume drama and it’s starting right now on C4 youtu.be/2hHbHeM6R9g

Promoted by Channel 4View media

Mercedes-Benz UK @MercedesBenzUKAre 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 UKView media

@TwitterUK

PROMOTED PRODUCTS BOOST IMPACT

Twitter’s Promoted Trends and Promoted Tweets in timelines help brands drive both discovery and engagement. Promoted Products enable brands to gain visibility and increase impact quickly. This can allow them to target interest groups, beyond just their existing followers.

COCA COLACoca Cola seeded their Christmas ad on Twitter before it was aired on TV using a Promoted Trend with the hashtag #holidaysarecoming.

4/11 5/11 6/11 7/11 8/11 9/11 10/11 11/11 12/11 13/11 14/11 15/11 16/11

50.0k

12.5k

25.0k

37.5k

Promoted Trend

DATE

HASH

TAG

MEN

TIO

NS

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.

source: #holidaysarecoming, Topsy Pro, Nov 2012

@TwitterUK

DEEPER INTEGRATION EXTENDS THE CONNECTED STORY

Since every ad get talked about on Twitter, aligning the brand story on Twitter and TV is key. The mechanics of the platform also open up new and creative possibilities for brands to involve users and viewers in dynamic storytelling.

MERCEDESMercedes ran an pioneering TV campaign asking viewers to Tweet #hide or #evade to determine the next stage of the story.

The$Adverts$$

Advert 1 Advert 2

A 90 second clip made from the 30 second teaser campaign and the 60

second Twitter integrated advert that played in The Xfactor

A 30 second clip using the advert that played after the main twitter

activity campaign.

The$Adverts$$

Advert 1 Advert 2

A 90 second clip made from the 30 second teaser campaign and the 60

second Twitter integrated advert that played in The Xfactor

A 30 second clip using the advert that played after the main twitter

activity campaign.

Ad 1 Ad 2

30sec ad containing the campaign hashtag #youdrive.

90sec Twitter integrated ad with the call-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.

source: Twitter & TV: Mercedes, ITV & Essential Research, ITV Vision Panel Oct 2012

Overall, the campaign generated a large volume of mentions. 71% of Tweets contained the direct campaign hashtags. 1 in 4 wanted to find out more information about the Mercedes A Class.

Has great ad campaigns Always coming up with new ideas Is a brand for me

+44% +17%

+19%

Ad 1 Ad 2

Twitter integration improved Mercedes’ brand metrics

@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 Twitter’s 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.

1. Integrate hashtags with a strong call-to-action

2. Plan campaigns with social profiles in mind

3. Connect Content & Advertising with Tweets

4. Amplify engagement with a Promoted Trend

5. Tell connected brand stories

Optimise your Twitter and TV campaign in 5 ways:

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.

AD

PRO

DUC

TSU

MM

ARY

TARG

ETIN

GTA

RGET

ING

TARG

ETIN

GTA

RGET

ING

TARG

ETIN

GTA

RGET

ING

TARG

ETIN

GPR

ICIN

GPR

ICIN

GA

D S

PECS

AD

PRO

DUC

TSU

MM

ARY

Follo

wer

sLo

ok-a

-like

sIn

tere

sts

Keyw

ords

Gen

der

Coun

try/

City

Mob

ile/

Dev

ice

Auc

tion-

base

dFi

xed-

rate

AD

SPE

CS

Prom

oted

Tw

eets

A h

igh

enga

gem

ent f

orm

at

that

targ

ets

your

Tw

eet t

o th

e to

p of

rele

vant

Ti

mel

ines

or

real

-tim

e se

arch

resu

lts.

Cost

-per

-en

gage

men

t-

140

char

acte

rs p

er

Twee

t.

No

limit

to in

-Tw

eet

med

ia; U

RLS

shor

tene

d to

15

char

acte

rs.

Prom

oted

Acc

ount

sA

top

spot

pro

mot

ion

in th

e W

ho to

follo

w

sect

ion.

-Co

st-p

er-

follo

wer

-20

cha

ract

ers

per

acco

unt n

ame.

15 c

hara

cter

s pe

r @

user

nam

e.

48x4

8 px

thum

bnai

l im

age.

Prom

oted

Tre

nds

A 2

4hr t

op s

pot t

akeo

ver o

f th

e Tr

ends

sec

tion.

Plea

se c

heck

for a

vaila

ble

date

s.

--

--

--

-£2

0k/d

ay

(net

)20

cha

ract

er li

nk.

@TwitterUK