Archive | April, 2013

The State of #SocialTV and #SecondScreen

28 Apr

The State of #SocialTV and #SecondScreen

A look at the current state of Social TV and the Second Screen

 
  1. Last presentation of my #newhousesm6 class, and my graduate career!
  2. Waiting for the next teaching presentation by @sblumen about the state of #socialtv and #secondscreen #2ndscrntv #newhouseSM6
     
     
  3. Around the same time that Social TV apps started being adopted by early innovaters, Social TV – in general – was being adopted by the wider social population.
  4. Second screen is the idea that the tab or smartphone becomes a TV #2ndscrntv
     
     
  5. The second screen allows for more layers of interactivity and engagement that adds to the primary content on your TV.
  6. Of the entire Twitter user base, about 2/3 tweet while watching TV.  That means that TV content providers and advertisers have an additional way to engage and interact with these viewers while they are watching their favorite shows.
  7. ESPN doesn’t look at second screen applications, but looks at influencers on social #2ndscrntv
     
     
  8. .@espn doesn’t think of “first screen” & “second screen”- but in terms of best experience for fans! @allcupo #2NDSCRNTV #Social4FanExp
     
     
  9. When it comes to live sporting events, “real-time” is more important that anything else. Second screen apps don’t play a big role in real-time events, however, influencers on social do.
  10. To enhance. To discover. To share. To Control. The four main reasons for a #secondscreen app #2ndscrntv #newhousesm6 ow.ly/koMeQ
     
     
  11. GetGlue uses social media to engage viewers on the second screen #2ndscrntv
     
     
  12. GetGlue rewards viewers for tuning during a broadcast.  But more than that, the check-ins act like a “barometer of what you should be watching live”, according to Kimber Myers of @GetGlue. 
  13. Tomorrowish curates the content of the convo of the show that you missed #2ndscrntv
     
     
  14. @Tomorrowish, a DVR for Twitter, curates the social conversation about a show your watching, whether its a day, week, or month later.  It also makes re-watching more interesting, as more is always added to the social conversation. 
  15. Right now, Twitter is a big player in Social. However, their focus is not TV. Mick’s opinion is that if they do not focus on innovating in that, they will lose out as the industry evolves and becomes more widely adopted.
  16. What does it matter if you can’t measure who is talking, and when?.  Analytics companies like Bluefin, Trendrr, and SocialGuide do just that.  
  17. What’s to come in #socialtv? “there’s no one size fits all solution” #2ndscrntv #secondscreen #newhousesm6
     
     
  18. The industry is still in the “early adopter” phase.  There is still so much more to come as Social TV and Second Screen mature, and become adopted by the social community.  There is no way of knowing what will happen a year from now, let alone five years from now.  All we can do is see what users now are doing, and innovate the best we can.
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Learning from failure: Running a social media campaign Part 2

16 Apr

This year, I set out with a goal. It was quite simple really. All I wanted to do was raise money for the Special Olympics of North Carolina as part of the Duke MBA Games (and raise more than we did last year).  I thought that by using social media, I could raise awareness, and ignite passion in my followers to inspire them to donate to my cause.  I created a special Twitter handle and Facebook page for my MBA’s fundraising team to centralize our messages.  I thought, after doing all that, my teammates would assist in my efforts to raise awareness via social.  Perhaps it was a combination of my teammates lack of enthusiasm, or low interest in Special Olympics on social, I can’t be sure, but my campaign never really took off.

Before heading into this venture, I knew how to utilize twitter and implement hashtags, I knew that I should mention people that were influential in the cause (IE Special Olympics, Special Olympics of North Carolina), and influencers on campus (Syracuse University).  Some of my posts got good responses, but for the most part, there were only a handful of  people that interacted with the posts on a regular basis (including myself).  I rarely got responses from the university, or the Whitman school, even though I constantly mentioned them in my tweets. More often, I got interactions from the Special Olympics of North Carolina or Duke MBA Games.  Below are some key highlights.

april 11 tweet april 3 tweets march 19 tweet April 7 tweet april 1 tweet

In terms of Facebook, the key was getting people to like the page.  I thought that my classmates, especially those who were on the team in the past, would immediately like the page.  I was surprised to learn that very few of them took the effort to click “like”, even though it was such a simple thing.  Although many more of my interactions took place on Facebook, I thought they would reach a larger audience, with more people sharing, liking and commenting on my posts.

I had high hopes when starting.  I believed in the power of social media, and thought that I could use it to reach out to others who believed in this cause and encourage them to donate.  Perhaps, due to my naivete, I wasn’t fully prepared to handle what I was trying to do.  I also believed my school and teammates would be more involved in the effort, and would help try to spread the word on social.  Keeping people updated on what we are doing and our fundraising progress is what I would think people would what to see when donating to a cause.

Key learnings:

  • Have a plan, before starting on social
  • Reach out to key influencers to amplify message – create digital street team
  • Post multiple times a day, on multiple platforms, to remain top of mind – people don’t always see the post the first time
  • Create a campaign, not just messages, to create support

Although I essentially “failed” at running my first social cause campaign, I have learned what ‘not to do’.  In many ways, I believe that is just as – or more important – than running a successful campaign.  When doing something wrong, the lessons stick with you more, because you don’t want to fail again.  When you succeed, although you want to succeed again, you don’t know what it feels like to fail.  In a way, this might be the bigger win, and I’m glad it happened.

What exactly does ‘Global Innovation Management’ mean? A look back at a week in Seoul

1 Apr

For spring break I went to Seoul, South Korea to study “Global Innovation Management”.  Before going, I wasn’t sure what to expect, but after my trip, I think I have a good understanding of what global innovation means.

We spent the week going to companies like Korea Telecom, Amore Pacific, and YG Entertainment, as well as Hyundai, LG Display, and Samsung. I learned a lot about the challenges that global brands face when targeting multiple countries, and how they have to alter their marketing message (perhaps even their brand image) to match the values of that country.

Amore Pacific

Amore Pacific, a Korean cosmetics company, operates in multiple countries, including Japan, China, France, and the United States.  Marketing in each country is not a one-size-fits-all strategy.  As the company has learned, each country has different needs, and is more likely to be open to different products.  In Korea, Amore Pacific offers all their products and product lines.  When expanding to different countries, they have to understand the limitations of what they can offer in each.  In order to understand this, they conduct market research, surveys, and other types of research before launching any new product in a new market.

Welcome to Samsung

While in Seoul, my class just happened to visit Samsung the day before the Galaxy S4 launch.  Besides the fact that this was enormously historic, we were able to see how Samsung views itself in the global marketplace.  In most countries, Samsung is the number one in the mobile phone market.  The exception, of course, is the United States, where number one is Apple.  Additionally, the company shared with us other ways in which they market themselves, including experience stores.  In addition to getting a tour of Samsung Digital City, we also got a tour of the Samsung offices, and were able to see the history of what is now one of the largest technology companies in the world.  Seeing where the company started, and where it is now was one of the most enlightening experiences of the trip.

Welcome to Korea Telecom

Korea Telecom, one of the three main telecom companies in Korea, mainly functions within Korea.  However, they are ranked 5th in global markets in mobile smartphone usage.  In addition to providing mobile communications networks, they do work on other additional projects that reach outside of Korea and into the rest of Asia.  Some of their projects include a K-pop music app that is very iTunes like, and could possibly be a strong competitor in the Asian market.  Some others are education technologies that would take learning into the digital age.

Being able to go to a country that I most likely would never have visited of my own volition was amazing.  Being able to see how these companies view themselves versus how we in the United States view them was truly educational.  Additionally, being exposed to Korean culture was, most likely, a once in a lifetime opportunity.  Although I’m not exactly sure what “Global Innovation Management” means, I am inspired by what I saw and learned during my trip, and I understand that global brands have a multitude of challenges facing them when serving the global market.  There is no one-size-fits-all solution.

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