Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Praise for Social TV "We are at the beginning of social TV′s impact on the way audiences experience television and how networks create, market, and measure shows. If you are a TV executive, a content creator, or a brand marketer seeking to engage and understand your audience, Social TV is must read. Mike and Stacey share an essential road map to help you navigate the radically changing landscape of television as it blends with social media." — Chloe Sladden , Director of Content and Programming, Twitter "At the intersection of television, social media, and mobile lies a rapidly growing opportunity for brands to engage with their target audience in powerful and innovative ways. Mike and Stacey could not be more timely and relevant with Social TV as a guide for CMOs and other marketing professionals making their way through a new era of TV to differentiate their brands and drive sales." — John Costello , Chief Global Marketing and Innovation Officer, Dunkin′ Brands "This book captures a critical moment in time, when social TV exploded, changing the relationship between TV networks and their audiences forever. TV is no longer a one–way communication; it is a two–way experience for fans and celebrities to participate, share, and grow the conversation around shows and brands as never before." — Lisa Hsia , Executive Vice President, Bravo Digital Media "In Social TV, the authors have taken on a task akin to documenting a hurricane while flying through it. And they have emerged with a book worth every page or ePage it takes up. This book not only documents TV′s past and its volatile present, it presents the many possible paths the industry could take. Whether you′re in the boardroom or the classroom, you won′t get a more complete and more compelling view of TV′s changing nature than this." — James McQuivey , VP and Principal Analyst, Forrester Research "The intersection between TV and social media is changing the way we experience entertainment and advertising. Mike Proulx and Stacey Shepatin provide an invaluable, in–the–trenches look at this transformation. Read this and you′ll never look at your TV the same way again." — Todd Wasserman , Business Editor, Mashable

Preface ix Acknowledgments xi About the Authors xv Introduction 1 1 The Backchannel: Bringing the Social Conversation to the Forefront 7 2 Social TV Guides: Curating Social Media for Content Discovery 33 3 TV Check–In Services: Creating Vertical Social Networks around Television 57 4 The Second Screen: Enhancing TV with Synched Content Experiences 81 5 Social TV Ratings: Adding a New Dimension to Television Audience Measurement 109 6 Bridge Content: Driving Engagement In–Between Episode Airings 133 7 Audience Addressability: Using Online and Direct Mail Targeting Practices on TV 157 8 TV Everywhere: Watching TV Content Whenever and Wherever 177 9 Connected TVs: Blending Online Content with Television Content 203 10 Conclusion (for Now): Connecting the Dots 227 11 To Be Continued . . .: Filling in the Gaps 241 Notes 245 Index 259

MIKE PROULX is a Senior Vice President and the Director of Social Media at Hill Holliday, leading a team with a focus on cross–channel integration and emerging media. He has spoken at dozens of events and contributed to a number of publications including BusinessWeek. He conceived, produced, directed, and cohosted the TVnext Summit, which took place in early 2011 and 2012. You can follow Mike on Twitter at @McProulx. STACEY SHEPATIN is a Senior Vice President at Hill Holliday and leads the national broadcast buying and strategic media partnerships practice for the agency′s portfolio of clients, including Dunkin′ Donuts, Chili′s, (RED), T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and HomeGoods. She has won multiple awards for her work and creativity, including the Advertising Age Media Maven award and MediaWeek′s Media Plan of the Year.