Influencer Marketing
Why We SECOND SCREEN DURING LIVE EVENTSPresentation for
Brandwatch and Spreadfast Euro Event All material Dr Jillian Ney
Ltd. 2016. No unauthorised reproduction or distributoin..
@DrJillianNey
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OUR BRAINS ARE INTRINSICALLY WIRED TO CONNECT WITH OTHERS.
@DrJillianNeyWhen we are resting we tend to think about
ourselves, others and or our connection to them. How we fit into
the world around us.... We actively look for moments to connect
socially.... So what does this coginition have to do with second
screening?2
87% of consumers use another device while watching TV.Accenture:
http://goo.gl/1uj7Up
@DrJillianNey
3
85% say reading other peoples responses helps understand and
process information and events. New York Times:
http://goo.gl/U9ECFe
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Is it really possible to SECOND SCREEN?
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THE COCKTAIL PARTY EFFECT
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There are a lot of background sounds all the time, and you
constantly need to filter them out and focus on the one thing thats
important to you.Dr Elana Zion Golumbic, Columbia University
@DrJillianNeyLive events.7
@DrJillianNeyOur Motivation toSECOND SCREEN during LIVE
EVENTS
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Think with Google reports that collective moments are big
drivers for second screening.Think with Google:
https://goo.gl/pu4cnc
@DrJillianNeyLive events.10
CONNECT THROUGH SHARED MOMENTS IN A COMMON LANGUAGE
@DrJillianNeyTo read content but to also share content at
critical moments.11
swarez
EMOTIONAL AND OUTRAGEOUS MOMENTS INCREASE THE NEED FOR SOCIAL
CONNECTIONLOUIS SUAREZ GENERATED 2.8 MILLION MENTIONS WITH THE
INFAMOUS BITING INCIDENT IN THE 2014 WORLD CUP.
@DrJillianNeyDisplay around football
ENGLAND SCOREICELAND SCOREICELAND SCORECOMING UP TO HALF
TIMEENGLAND FREE KICK90 MINUTES
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@DrJillianNey
DURING LIVE EVENTS, THE TIMING OF BRAND ENGAGEMENT MATTERS
IT MUST BE REAL-TIME AND YOU MUST THINK ABOUT WHAT TYPE OF
CONTENT TO SHARE.
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THINK about yourAUDICENCE NEEDS
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AT-EVENTAUDIENCEAT-HOMEAUDIENCEAT-MINI
EVENTAUDIENCELIVESCREENSCREEN
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WHICH AUDIENCE NEEDS THE HIGHEST LEVEL OF SOCIAL COGNITION?
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TheTHREE TYPES ofAT-HOME AUDIENCE
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THE ADRENALINE JUNKIES
WANT: - Rush of big moments in real-time.- To feel the roar of
the crowd in real-time.
QUICK WINS: Give the at-home audience ways to participate in the
energy and rituals of the stadium.Make fan-to-fan communication
more dynamic and visual.
Think with Google: https://goo.gl/pu4cnc
@DrJillianNey
THE BROADCASTERSWANTS:- First to broadcast cool content and have
their voice heard. - Push entertaining and inspirational content
out to their network.
QUICK WINS:- Make cool, credible content easy to access. - Make
interaction quick and sharing seamless.- Plan ahead. Identify
possible scenarios so you have content waiting to go!
Think with Google: https://goo.gl/pu4cnc
@DrJillianNey
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THE CONNECTORSWANTS: To use the common language around the event
to build social connections out in the world away from the TV.To be
armed with information for social situations.
QUICK WINS: Make it easy to find and collect snackable facts,
stats, and trivia.Partner with creators and influencers to surface
relevant information in engaging ways.
Think with Google: https://goo.gl/pu4cnc
@DrJillianNeyTHANK YOU!
www.drjillianney.com
[email protected]
@DrJillianNey
