How we watch TV is changing. With 90+ new shows launching this summer, entertainment brands are using social to tap new prospects in interesting ways. That and other July social updates from iris Worldwide!

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Confidential © 2014
Confidential © 2014
JULY 2014
iris social update:
2nd screen viewing is dead +
how TV shows are rocking socialPlus: Instagram gets clickable, App Ad updates, Facebook toying with emotions?

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contents
Platform Updates:
- Instagram Gets Clickable
- New from Facebook: Conversion Pixel & new App Ad Features
- Facebook’s Secret Study?
Special Update:
‘TV Everywhere’ is the new 2nd-Screen viewing & 5 Ways TV Shows are Piquing
Interest through Social

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One of the flaws of the platform for those
looking to drive conversion was that nothing
clicks through–a dead-end in a digital journey.
But that is changing.
IKEA built a website within Instagram to help
promote its PS2014 collection, where clicking
through to view a grid of images brings up a
variety of tags linked to product info.
New tools like Like to Know it are enabling
shoppable Instagram posts by making them
clickable. An LTK link appears in an image when
it has shoppable content, if you like the image,
you are then sent an email with more info
about the product and where to buy.
http://liketoknow.it/#hiw_video
Instagram gets clickable
Photo Credit:TheVerge.com

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What is that exactly? A website pixel that
allows you to tell which Facebook ads do a
better job of driving people that convert on
your site (convert can mean what you want:
sign up, purchase, etc.–that is determined by
where you place the pixel) .
Implication: Increased ability to optimize ad
content based on what's driving your KPIs. If
your brands are running Facebook ad
campaigns that click through to a destination
off-newsfeed, with a KPI like coupon
downloads, email sign ups or online purchases,
you should absolutely be using this!
The Facebook conversion pixel
https://www.facebook.com/business/a/
online-sales/conversion-tracking

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New app ad
features: sell
virtual goods
from ads
FB App Ads can now sell virtual goods
directly through the ads both in-app and
outside the app (via newsfeed or the new,
bigger RHS units).
This helps developers "better engage their
players and turn them into payers”–and is
great for re-engaging lapsed players.
Previously, you could only do this inside the
app.
https://developers.facebook.com/blog/
post/2014/07/10/desktop-virtual-goods/
NEW:
You can buy virtual
goods right within
Newsfeed or
RHS ads

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Facebook's 2012 study that tinkered with the
number of positive or negative stories that
appeared in people’s News Feeds has caught
the attention of the government.
Sen. Mark Warner, (D-VA) is "asking the agency
to explore the potential ramifications of the
study, as well as to consider what types of
oversight may be necessary for behavioral
studies conducted by social networks."
Facebook responded back that they get
concerned over legislation that could possibly
stifle that sort of creativity and that innovation.
Implication: Data and Privacy issues are
increasingly in the spotlight, and will continue
to be.
In this case we agree with Facebook - Facebook
is a for profit company that is not making you
use its service, not an American birth-right,
although it may seem like it. It's free - with the
cost of your data, the knowledge of your
behavior, and the ability to study you.
Facebook: Secretly messing with your emotions?

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From 2nd screen to tv everywhere:
2nd-Screen Viewing
TV Everywhere
Using tablets, PCs or smartphones while also watching TV
Streaming TV on a device via apps or devices like AppleTV and
Chromecast
Continue conversation with viewers by driving to mobile
experiences from TV spots/programming.
Add layers to the experience via mobile content, using
targeting and ads within streaming apps.
1 in 5 households are now accessing “TV Everywhere” content - a 24% increase this year.
Netflix down in Q2;TV Everywhere products like HBO Go, Watch ESPN are growing even faster then Hulu, YouTube and Netflix
http://bits.blogs.nytimes.com/2014/06/04/report-tv-apps-are-soaring-in-popularity/

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We all know the idea of 2nd screen–sitting on your couch
watching your favorite show on TV with your mobile in hand
to dive deeper into the content, tweet to the stars, etc. But
now people are getting rid of the TV altogether.
This means downloading apps like HBO Go, Watch ESPN,
CNBC or cable company’s own branded apps like Comcast’s
Xfinity TV Go, allowing people to simply watch their shows on
their phone, tablet or gaming device (this category also
includes devices like Roku, Apple TV and Chromecast).
So what does this mean for us?
How can we re-imagine the 2nd screen experience? How do
we create calls to actions and ways to participate when you
may be actively watching TV and commercial content on your
phone and tablet? How do you get people to participate
with social elements, mobile sites, etc. when the person is
already on their phone?
*Part of this is credited to people sneaking in games during working hours.
10% of people
who watched the World
Cup on ESPN, watched
via mobile through
ESPN’s
app*

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90+ new shows launching this summer
Five Ways the most clever are using social to snag potential viewers.

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1. Tease exclusives
to fans
As an official sponsor of Pretty Little Liars, Audi
Snapchatted exclusive bonus content from the ABC
Family program and the show's stars in real time.
Each "snap” connected directly with the scene airing
to help foster chatter.
With an audience of Millennials, Snapchat made a
perfect partner–and the ephemeral nature of the
content helped create a sense of urgency for people
to be on the look out for it.
HBO’s Girls has used Snapchat to keep fans guessing
on plot twists, and NBC’s The Voice leaked
announced to Snapchat fans ahead of regular
audiences, such as the addition of Chris Martin as a
coach.
Photo Credit: AdAge

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2. unique
platform
features
can help
build plot
suspense
Hulu was the first brand to test sponsored
posts on Whisper, an app that lets users post
anonymous messages about their deepest
secrets, biggest regrets, and strangest desires,
for a new original series about a guy who helps
ghosts take care of their nasty unfinished
business.
They posted things that felt like the kind of
anonymous thoughts people post, e.g. ”describe
the worst fight you've ever gotten into with a
rival," to pique interest in the show.
For entertainment brands looking to tease
upcoming plot twists or brands with products
aligned with the theme, this is a good fit.
http://whisper.sh/

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3. Bold, branded
content
It’s not unusual these days to see high production quality and a
level of boldness applied to teaser content, in order to stand out
and grab people’s attention.
To promote the second season of the Showtime series "Masters of
Sex,” the network hired filmmaker Tatia Pilieva ("The Kiss" creator
whose video for clothing line Wren went viral and earned 8.5mm
views) to create a video clip on YouTube titled “Undress Me.”
Seeding teasers on YouTube has proved to be an effective strategy
for tune-in to other events and long-form pieces, like during the
Superbowl.
https://www.youtube.com/watch?v=pKZa-Kb4Nng

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4. Smart media
partnerships
A number of shows are using smart, contextually
relevant partnerships to tease shows among
audiences who are likely to be interested.
To promote the release of its new series
"Satisfaction," a show that deals with modern
marriages, USA Network teamed up with Vice
Media and HowAboutWe - a dating site–to start
a cultural dialogue around the subjects of today’s
relationships with the thought–provoking
question: of ‘#AreYouSatisfied?’ among the very
people who might be pondering this question
and thus be interested in the show.

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5. Use
characters to
‘meet’ new fans
Mindy Kaling surprises viewers on
Tinder, a clever way to attract
potential new viewers with matching
interests.
To plug Season 4, The Walking Dead, a
Zombie show in New Zealand,
deployed cute girls to engage with
over 500 guys on Tinder, and as their
'relationships' deepened, photos and
responses slowly deteriorated, leaving
little more than incoherent zombies
who rattled off the launch date.

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What not to do…
“Man vs. Food” star Adam Richman recently a
picture of himself on Instagram, bragging about
his recent weight loss and using the hashtag
#thinspiration. Some commenters criticized
Richman for using the term, citing its popularity
in the “pro-anorexia” community.
This prompted Richman to respond in a series
of profane outbursts (including the
recommendation that one of his critics commit
suicide).
The result? His new show, which was scheduled
to come out this month, has been postponed
indefinitely.

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THANKS!
Questions? Thoughts? Get in touch!
SocialNY@iris-worldwide.com
Amy Brown, Social Strategy Director
Mary Snauffer, Senior Social Strategist
Nikki Siegel, Senior Community Manager