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Screening for Social TV

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Reynolds Journalism Institute (RJI)
Reynolds Journalism Institute (RJI)

Jacques Natz of SmithGeiger discusses how social media can affect journalism.

News & PoliticsBusinessTechnology
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2013 Hurley Symposium Screening for Social TV April 2013 © 2013 SmithGeiger LLC
News Consumers on Social Media • 90% of all Americans consume local news online at least once on a weekly basis. – Social Media Is A News Platform – More Digital News Consumers Turn to Facebook (over half) Every Day for News Than Watch Local News Program Daily – by 10 percentage points Share of News Viewers on Each Social Media Site 90% 51% 40% 26% Facebook Twitter Google+ Pinterest © 2013 SmithGeiger LLC 2
Three Screen Is Here Frequency of Platform Usage for News and Information Internet 60% 25% 8% 4% 3% Television 55% 36% 6% 2% 1% Smartphone 28% 13% 5% 3% 51% Tablet 10% 9% 5% 3% 72% Multiple times every day About once a day Once a week Less than once a week Never © 2013 SmithGeiger LLC 3
New Tactics to Win Use comments for data-driven slideshow Drove over 200,000 page views on thebostonchannel.com © 2013 SmithGeiger LLC 4
Topic Fan Pages Problem: Feedback on main WESH fan page about too many Casey posts Solution: Launched “Casey Anthony Updates” page for the hardcore fans Over 275,000 passionate fans Hundreds of interactions per post © 2013 SmithGeiger LLC 5
WCPO & Facebook Integration © 2013 SmithGeiger LLC 6
WPTV & Facebook Integration © 2013 SmithGeiger LLC 7
Relative Share of Facebook Engagement WMBFNews WMBFNews wbtwnews13 newschannel15 wbtwnews13 newschannel15 sunnews sunnews myhorrynews myhorrynews Facebook Fan Page Engagement Comparison Over Time 1.6K Fan Interactions (Likes, Comments, Posts) 1.4K 4% 5% 1.2K 13% 1.0K 800 45% 600 400 200 33% 0 © 2013 SmithGeiger LLC
Facebook Post Views © 2013 SmithGeiger LLC
The Struggle is How To Effectively Engage © 2013 SmithGeiger LLC
The Struggle is How To Effectively Engage Over 218,000 Fans Over 187,000 Fans © 2013 SmithGeiger LLC
How to Measure Success? Viewing Behavior over Different Types of Morning News Coverage Health and medical updates 65% 11% 23% Reports on technology news or developments 63% 12% 25% Sports scores and highlights 53% 16% 30% Business and stock market reports 48% 17% 35% Interesting and outrageous videos from the internet 47% 20% 33% Entertainment and celebrity news updates 47% 24% 29% Stories that are trending on social media 39% 23% 38% Social media comments or posts 24% 26% 49% When you see a story that you have already seen from the previous night’s news 22% 35% 43% When you see a story you have already seen before that morning 20% 40% 40% Continue watching Change the channel Ignore the story but do not change the channel © 2013 SmithGeiger LLC 12
Three Ways to Measure Success • Web Referral Traffic • Virality and Total Reach – Facebook Insights • Organic TV Integration Baked in vs. bolted on – The Facebook Conundrum © 2013 SmithGeiger LLC 13
Twitter to Air © 2013 SmithGeiger LLC 14
2013 Hurley Symposium Screening for Social TV April 2013 © 2013 SmithGeiger LLC

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Screening for Social TV

  • 1. 2013 Hurley Symposium Screening for Social TV April 2013 © 2013 SmithGeiger LLC
  • 2. News Consumers on Social Media • 90% of all Americans consume local news online at least once on a weekly basis. – Social Media Is A News Platform – More Digital News Consumers Turn to Facebook (over half) Every Day for News Than Watch Local News Program Daily – by 10 percentage points Share of News Viewers on Each Social Media Site 90% 51% 40% 26% Facebook Twitter Google+ Pinterest © 2013 SmithGeiger LLC 2
  • 3. Three Screen Is Here Frequency of Platform Usage for News and Information Internet 60% 25% 8% 4% 3% Television 55% 36% 6% 2% 1% Smartphone 28% 13% 5% 3% 51% Tablet 10% 9% 5% 3% 72% Multiple times every day About once a day Once a week Less than once a week Never © 2013 SmithGeiger LLC 3
  • 4. New Tactics to Win Use comments for data-driven slideshow Drove over 200,000 page views on thebostonchannel.com © 2013 SmithGeiger LLC 4
  • 5. Topic Fan Pages Problem: Feedback on main WESH fan page about too many Casey posts Solution: Launched “Casey Anthony Updates” page for the hardcore fans Over 275,000 passionate fans Hundreds of interactions per post © 2013 SmithGeiger LLC 5
  • 6. WCPO & Facebook Integration © 2013 SmithGeiger LLC 6
  • 7. WPTV & Facebook Integration © 2013 SmithGeiger LLC 7
  • 8. Relative Share of Facebook Engagement WMBFNews WMBFNews wbtwnews13 newschannel15 wbtwnews13 newschannel15 sunnews sunnews myhorrynews myhorrynews Facebook Fan Page Engagement Comparison Over Time 1.6K Fan Interactions (Likes, Comments, Posts) 1.4K 4% 5% 1.2K 13% 1.0K 800 45% 600 400 200 33% 0 © 2013 SmithGeiger LLC
  • 9. Facebook Post Views © 2013 SmithGeiger LLC
  • 10. The Struggle is How To Effectively Engage © 2013 SmithGeiger LLC
  • 11. The Struggle is How To Effectively Engage Over 218,000 Fans Over 187,000 Fans © 2013 SmithGeiger LLC
  • 12. How to Measure Success? Viewing Behavior over Different Types of Morning News Coverage Health and medical updates 65% 11% 23% Reports on technology news or developments 63% 12% 25% Sports scores and highlights 53% 16% 30% Business and stock market reports 48% 17% 35% Interesting and outrageous videos from the internet 47% 20% 33% Entertainment and celebrity news updates 47% 24% 29% Stories that are trending on social media 39% 23% 38% Social media comments or posts 24% 26% 49% When you see a story that you have already seen from the previous night’s news 22% 35% 43% When you see a story you have already seen before that morning 20% 40% 40% Continue watching Change the channel Ignore the story but do not change the channel © 2013 SmithGeiger LLC 12
  • 13. Three Ways to Measure Success • Web Referral Traffic • Virality and Total Reach – Facebook Insights • Organic TV Integration Baked in vs. bolted on – The Facebook Conundrum © 2013 SmithGeiger LLC 13
  • 14. Twitter to Air © 2013 SmithGeiger LLC 14
  • 15. 2013 Hurley Symposium Screening for Social TV April 2013 © 2013 SmithGeiger LLC

Editor's Notes

  1. S4 among smartphone owners – rebased to total
  2. http://www.youtube.com/watch?v=4fzO_wEFmRY
  3. http://youtu.be/eQE1MD38GSI