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TV’S REAL-TIME SOCIAL SOUNDTRACK 
THE WIN FOR BRANDS, CONTENT PARTNERS & FANS 
DAVID GROSSMAN 
@DAVIDGROSSMAN8 
HEAD OF EN...
SOUNDTRACKS 
“When the synchronized soundtrack was invented, far 
from it being a threat to the silent film industry, inst...
Ellen DeGeneres 
@TheEllenShow 
If only Bradley's arm was longer. Best photo ever. 
#oscars 
3.4M 
RETWEETS 
3.3B 
IMPRESS...
Source | Twitter internal, 2014
SNICKERS® 
@SNICKERS 
Hey @luis16suarez. Next time you're hungry just 
grab a Snickers. #worldcup #luissuarez 
#EatASNICKE...
John McCain 
@SenJohnMcCain 
My hero Jack Bauer is back tonight @24Fox! 
RETWEETS 
262 
FAVORITES 
189 
9:32 AM - 5 May 20...
580BILLION 
POTENTIAL IMPRESSIONS 
FROM TWEETS AROUND TV 
BROADCASTS IN 2013 (US)
TWITTER ACQUIRED SNAPPYTV 
Editing and sharing video is now 
faster and easier than ever
SOCIAL TV IS CONSUMED IN REAL-TIME
FROM TV TO TWEET IN JUST SECONDS 
CAPTURE 
LIVE CONTENT 
EDIT 
FRAME-BY-FRAME 
SHARE 
MEDIA-FORWARD
Department of State 
@StateDept 
U.S. will be joined by broad coalition [against ISIL]. 
We rally nations on behalf of com...
Fashion Rocks Live 
@FashionRocksTV 
And if the #BootyBomb wasn't enough...we present the 
@JLo hair flip. #FashionRocks s...
INVESTING IN 
VIDEO SOLUTIONS 
NBA @NBA 
MONSTER block by Mahinmi to end the half on 
TNT #NBARapidReplay 
Media-forward 
...
US Open Tennis 
@usopen 
Match point. History. #Nishikori #Djokovic #usopen 
@Heineken_US 
Promoted by Heineken US 
10:14 ...
MTV 
@MTV 
Loving absolutely everything about this @IGGYAZALEA 
@RitaOra "Black Widow" #VMA performance on.mtv.com/ 
1vdmf...
Comedy Central 
@ComedyCentral 
With @TMobile on The Colbert Report, Stephen has 
great reception everywhere. Seriously, e...
WHAT MAKES A SUCCESSFUL 
SOCIAL TV CAMPAIGN? 
Premium content 
Complements TV viewing 
Variety of content formats (e.g. vi...
SAMSUNG AT THE BILLBOARD AWARDS
BillboardMusicAwards 
@OfficialBBMAs 
You heard it at the #BBMAs first. Who would @AustinMahone 
like to take to dinner......
BillboardMusicAwards 
@OfficialBBMAs 
On the red carpet at the #BBMAs with 
@2chainz 
Promoted by Samsung Mobile US
BillboardMusicAwards 
@OfficialBBMAs 
The backstage view you won't see on TV: We're behind the 
scenes at the #BBMAs with ...
BillboardMusicAwards 
@OfficialBBMAs 
.@jtimberlake celebrates his win gph.to/1t7EwPa #BBMAs 
Promoted by Samsung Mobile U...
+388% +225% -39% 
increase in ER over 
Amplify entertainment 
benchmark 
increase in ER over 
BBMAs Samsung 
Promoted Twee...
WHERE IS BRANDED CONTENT ON 
TWITTER HEADED?
BEYOND TENTPOLES & THE BIG GAME 
#REALITY 
#SCRIPTED 
#TALK&NEWS #TVMOVIES
MOMENTS THAT MATTER 
SEASONAL / HOLIDAY THEMATIC
! 
THANK YOU! 
@DAVIDGROSSMAN8
FutureM 2014 - TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans
FutureM 2014 - TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans
FutureM 2014 - TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans
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FutureM 2014 - TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans

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FutureM 2014

TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans

Speaker: David Grossman (@davidgrossman8) Head of Entertainment, Twitter Content Partnerships Team

Publicado en: Empresariales
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FutureM 2014 - TV's Real-Time Social Soundtrack: The Win For Brands, Content Partners & Fans

  1. 1. TV’S REAL-TIME SOCIAL SOUNDTRACK THE WIN FOR BRANDS, CONTENT PARTNERS & FANS DAVID GROSSMAN @DAVIDGROSSMAN8 HEAD OF ENTERTAINMENT TWITTER CONTENT PARTNERSHIPS TEAM #FUTUREM
  2. 2. SOUNDTRACKS “When the synchronized soundtrack was invented, far from it being a threat to the silent film industry, instead, it unleashed a wave of creativity.” -Deb Roy, Chief Media Scientist, Twitter
  3. 3. Ellen DeGeneres @TheEllenShow If only Bradley's arm was longer. Best photo ever. #oscars 3.4M RETWEETS 3.3B IMPRESSIONS
  4. 4. Source | Twitter internal, 2014
  5. 5. SNICKERS® @SNICKERS Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS 4:26 PM - 24 Jun 2014
  6. 6. John McCain @SenJohnMcCain My hero Jack Bauer is back tonight @24Fox! RETWEETS 262 FAVORITES 189 9:32 AM - 5 May 2014
  7. 7. 580BILLION POTENTIAL IMPRESSIONS FROM TWEETS AROUND TV BROADCASTS IN 2013 (US)
  8. 8. TWITTER ACQUIRED SNAPPYTV Editing and sharing video is now faster and easier than ever
  9. 9. SOCIAL TV IS CONSUMED IN REAL-TIME
  10. 10. FROM TV TO TWEET IN JUST SECONDS CAPTURE LIVE CONTENT EDIT FRAME-BY-FRAME SHARE MEDIA-FORWARD
  11. 11. Department of State @StateDept U.S. will be joined by broad coalition [against ISIL]. We rally nations on behalf of common security & humanity. 9:29 PM - 10 Sep 2014
  12. 12. Fashion Rocks Live @FashionRocksTV And if the #BootyBomb wasn't enough...we present the @JLo hair flip. #FashionRocks snpy.tv/1qfz7qY Promoted by Verizon Wireless USA 10:14 PM - 9 Sep 2014
  13. 13. INVESTING IN VIDEO SOLUTIONS NBA @NBA MONSTER block by Mahinmi to end the half on TNT #NBARapidReplay Media-forward One-tap playback Video analytics Vine improvements on.nba.com/1BxS37B Dorothée Bergin @doro Of Many in the TriBeCa Film Fest! YES @PerLibby!!! huffingtonpost.com/2014/03/12/ che… Mike Park @mep Fritos: actually hard to find right now (for the chili for the #GoT) Fallon Tonight @FallonTonight From the monologue: Rob Ford shares more bad advice on Twitter Laura King @LK
  14. 14. US Open Tennis @usopen Match point. History. #Nishikori #Djokovic #usopen @Heineken_US Promoted by Heineken US 10:14 PM - 9 Sep 2014
  15. 15. MTV @MTV Loving absolutely everything about this @IGGYAZALEA @RitaOra "Black Widow" #VMA performance on.mtv.com/ 1vdmfUf Promoted by Degree Women 11:22 PM - 24 Aug 2014
  16. 16. Comedy Central @ComedyCentral With @TMobile on The Colbert Report, Stephen has great reception everywhere. Seriously, everywhere. thecolbertreport.cc.com/videos/p4t1a2/ … Promoted by T-Mobile 1:37 PM - 8 May 2014
  17. 17. WHAT MAKES A SUCCESSFUL SOCIAL TV CAMPAIGN? Premium content Complements TV viewing Variety of content formats (e.g. video, photo, GIFs) Consistent and ‘always on’ Real-time and relevant CONFIDENTIAL
  18. 18. SAMSUNG AT THE BILLBOARD AWARDS
  19. 19. BillboardMusicAwards @OfficialBBMAs You heard it at the #BBMAs first. Who would @AustinMahone like to take to dinner...find out here Promoted by Samsung Mobile US
  20. 20. BillboardMusicAwards @OfficialBBMAs On the red carpet at the #BBMAs with @2chainz Promoted by Samsung Mobile US
  21. 21. BillboardMusicAwards @OfficialBBMAs The backstage view you won't see on TV: We're behind the scenes at the #BBMAs with @NICKIMINAJ Promoted by Samsung Mobile US
  22. 22. BillboardMusicAwards @OfficialBBMAs .@jtimberlake celebrates his win gph.to/1t7EwPa #BBMAs Promoted by Samsung Mobile US
  23. 23. +388% +225% -39% increase in ER over Amplify entertainment benchmark increase in ER over BBMAs Samsung Promoted Tweets decrease in eCPE vs Amplify entertainment benchmark What made this Amplify program a big success was the collaboration between our brand and DCP. Together we customized a package to truly magnify the second screen experience. “ “ - Amber Mayo, Director of Media and Partnerships Samsung Telecommunications America Before Twitter Amplify, there wasn’t an orchestrated way to cover content creation, production, media and distribution. Now we’re able to offer our partners a suite of tools to make marketing moments come to life. “ “ - Ariel Elazar, SVP, Digital Distribution & Brand Licensing at Dick Clark Productions
  24. 24. WHERE IS BRANDED CONTENT ON TWITTER HEADED?
  25. 25. BEYOND TENTPOLES & THE BIG GAME #REALITY #SCRIPTED #TALK&NEWS #TVMOVIES
  26. 26. MOMENTS THAT MATTER SEASONAL / HOLIDAY THEMATIC
  27. 27. ! THANK YOU! @DAVIDGROSSMAN8

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