The integration of social media into TV has not yet hit the nail on the head, according to Dan Patton, VP of digital media at MTV UK & Ireland.
Looking at how TV audiences can be bolstered using social media at #SMWF yesterday, Patton said we were yet to see a service that had tied the two together in a truly effective, innovative way.
Emma Marlow, Director of New Media, IMImobile said that trying to drive engagement through social media represented a huge ‘mind-shift’ for broadcasters, who traditionally operate on a ‘one-to-many’ basis, and now need to shift their thinking to social media orientated ‘many-to-one’ communication.
“People don’t just want to consume any more, they want to interact. It’s the younger audience that uses social in this way, and that audience is just going to grow and grow,” she said. What we’ve found is that people are much more engaged with the programme when there’s social interaction, and it built a loyal audience who were happy to be marketed to because they feel like part of something.”
However, content has to appeal to both active and passive users, warned Miles Lewis, VP of Advertising Sales, Shazam. The active audience are looking for a deeper experience. “So whereas an ad has to get its message across in 30 seconds to get through to the traditional passive viewer,” he said. “Advertisers also need to think about what’s behind it. Why people would want to share that experience socially.”
There are five key reasons why people share, he said.
- People want to share entertaining content
- What they share is a badge that shows their personality, it defines who they are
- It nourishes friendships and reconnects people
- People want to be engaged and fill their time
- People want to get the word out about causes and brands they are passionate about
And advertisers are receptive to the opportunities presented by deeper social engagement around TV. “Advertisers have to connect with an audience,” said Will Neale, CEO, Orca Digital. “They have to wake up and embrace every platform. A lot of the audience are watching alone. If you’re going to offer online second screen content, there has to be a reason for it and it’s got to be good; thought needs to go into it.”
We’re just in the early stages of second screen, said Patton. “And there’s a danger that it’ll be another web 2.0, is it a thing on its own, or is it just using social media to promote your TV2 he asked. “In a few months we’ll see who’s really nailed the app, the epg and the partnerships with all the operators… I’ll probably get killed for saying this, but don’t see that solution here today.”
“We’re in the early foothills of this interactive TV format, concluded Emma Marlow. “Programmes today are the same as they were fe years ago, just now they’re using social. “I think in the next five years we’ll see some new programme formats that use the interactivity that at the moment we’re only just scratching the surface of.
