On Wednesday this week, we had a pretty awesome speaker come in: the man who single-handedly created the Digital Media Department at Nickelodeon. This is because you only need one hand to create a Twitter account, says Jack Daley, VP of Consumer Marketing at Nickelodeon. Daley was an instrumental part in Nickelodeon's movement into social media. He talked about three aspects of media. Owned Media, (the TV channel and website with the on-air promos and .com groups), Paid Media, (off-channel advertising), and Earned Media (press and social media). Daley worked mainly in the last two categories. I'm going to go on a tangent real quick and talk about 90's Nickelodeon and how awesome it was. IT WAS AWESOME. And the reason those shows are back on Nick is all thanks to Daley himself. He saw that people were asking for shows like All That and Doug to come back on air, and he made it happen. So make sure you tweet at him @jackeveryday to say thanks. (Also, let me point out how clever his handle is for those who missed it. Daley=daily=every day. Get it?)
Now back to our regularly scheduled program.
Daley emphasized that Nickelodeon isn't just for 8 year olds. One third of the viewing audience for Spongebob is over 18! On the topic of Spongebob, did you know that Spongebob has more Facebook likes than both presidential candidates combined? Even Patrick has more likes than Mitt Romney. Daley mentioned that his department sees what is coming in the realm of social media and tries to leverage it. They mostly use platforms like Facebook, Twitter, and Tumblr. It was on these platforms that Avatar: The Last Airbender fans "foamed at the mouth" and demanded more. Thus, The Legend of Korra and KorraNation were born. Daley described social media as a "marketing database." It is easy to understand what fans are looking for or to see what they like and don't like by seeing what the like on Facebook or by seeing how many mentions a show has on Twitter. It's a useful, effective, and inexpensive source of data.
Nickelodeon is looking for a lot of user engagement which is why this year for the Kids Choice Awards, there introduced many more ways to vote. This new system resulted in 223 million votes for the nominees. That's insane! But that just shows how important it is for companies to be engaging customers in the social media realm.
Thanks to everyone who came out to this event and thanks to STEBA for co-sponsoring. Check your emails for events that are coming up next week!
PS Teenage Mutant Ninja Turtles is making a comeback! Watch out for the Foot!
Viggle, a new free app by Function(x) recently launched for iOS, is calling itself the “Loyalty Program for TV.” It allows you to “check in” to TV shows you’re watching through audio recognition and earn points, which can be redeemed for real rewards like gift cards or movie tickets. While on the app, you can see what shows are the most buzzy or what shows will give you the most points for tuning in at the moment. Viggle also takes this opportunity to show you in-app ads.
Chris Stephenson, the president of Function(x) commented that for everything we buy these days there is a loyalty program, but “Networks don't have a direct relationship with the audience. So what you've got is a world where the television-show brands are very popular but the networks aren't really in a position to give anything back to the consumer.”
So what are the benefits for the networks?
It is clear that most users already use other devices while watching TV, and Stephenson offers Viggle as a another way for networks to maintain your attention since they know they can’t change user behavior. It is not necessarily about driving people back to live-TV viewing, as you can earn points by watching through any platform and at any time, but about networks giving back and building a better relationship with consumers by doing so.
It sounds almost a bit too good to be true for me—I mean getting rewards while doing nothing but watch TV? However, I am definitely sold and can’t wait to give it a try.
Over 111.3 million Americans were tuned into the Super Bowl on Sunday, making it the most watched U.S. TV broadcast ever. Moreover, more people than ever were involved in social media concerning the game. According to Bluefin Labs, the Super Bowl garnered around 12.2 million social media comments (from 5.4 commenters), which is 6.8 times more than last year’s event, which only had 1.8 million social media mentions. The event also set a record for the current largest media check-in site GetGlue, which recorded >150,000 check-ins.
Here are the comment counts for the most popular advertisements played during Super Bowl.