The Social Media Life Cycle provides an insight into the stimuli that propels the process of converting content and conversations – via transactions – into recommendations. The real power of social media is found in earned media: according to Nielsen’s Global Trust in Advertising Report 2012 92% trust recommendations of friends and relatives. Followed by 70% that trust online reviews by other consumers. Although trust is important for any transaction, it is justone step in the social media life cycle.
The four phases in the Social Media Life Cycle are seeding, nurturing, harvesting and spreading. We can’t spread if we haven’t seeded the fruits of our intentions. And we can’t harvest if we haven’t properly nurtured our customers, friends, followers, influencers, ambassadors, promotors and distractors. That’s why we call it a life cycle: you have to take your customers through every step of the cycle in order to get the recommendations and customer reviews that will further propel your social commerce.
To start the cycle we first need to plant a suggestion. A suggestion is a representation of who we are, what we do, how we do it, why we do it and what we have to offer. This will be unique for every brand, as it is the outcome of our specific intentions (vision, purpose, value, commitment and transparancy).
To plant the suggestion we interact in social media by participating in conversations, offer our help, ask for help, share content, react on blogs and so no. If this suggestion strikes a chord, attention will follow, allowing the suggestion to grow into a perception (this product will help me to do this or that).
The second phase is as important as the first one: we now have a perception of what the product can do for us, but we’re not sure yet if the suggestion of suggestor was genuine. So we’ll start searching the internet, ask others, look for online reviews, visit the website and so on, in order to validate the proposition and it’s proposer.
This will lead to an expectation of the risks involved in a possible transaction and the value the transaction is expected bring us.
Doubt will start to arise from every bad review, the lack of recommendations or the quality of your website. We might need some persuasion to move the process forward: introduce scarcity, show consistency, power social proof, etc.
Trust will only emerge if people believe what we believe, that we’re sincere and act in their best interest. The transaction itself will lead to an experience: did you deliver on time, does the product offer the expected value, etc. Simply said: Are you trustworthy? Or did the expectations meet the experience. This is were both party harvest: they have exchanged money for goods or services. How was the fulfilment perceived? Is the customer happy? Can you do more, do you need to take products back?
The final phase is where a positive experience is translated into brand fondness or affection. And where intention, attention, fulfilment and aftercare adds to the reputation of the proposer. By asking a customer to share its experience with others, either through an online review or by sharing the purchase with friends and family, the social commerce process in finalized
As the race for second screen dominance continues, Twitter is changing how it reports its own TV-related reach.
In a new blog post, Twitter says tweets about Sunday night’s Oscar Awards had 3.3 billion impressions worldwide in the 12-hour period from 5:00 pm ET Sunday until 5:00 am ET Monday.
That’s “billion” with a B.
This is the first time Twitter has revealed a total impressions figure, and it’s a change from Twitter’s typical reporting of tweet activity. In fact, just a few hours after the Oscars ended, Twitterposted that there were 14.7 million tweets about the awards telecast, and 17.1 million if youinclude the red carpet and post-Awards activity.
What Are Twitter “Impressions”?
The new impressions figure is obviously a lot different than a count of tweets. Twitter says impressions are “how many times Tweets are displayed to users”, which makes it something akin to page views.
Twitter says the impressions figure includes views that are generated when news outlets and others embed tweets on their websites. So, when someone like CNN takes Ellen Degeneres’ record-breaking tweet and embeds it on their site, all of those tweet views on CNN.com are counting in Twitter’s impressions count.
Why Tweet Impressions Matter
It’s no secret that Twitter has millions of lurkers — people that have accounts but don’t actually post any tweets. So, from Twitter’s perspective, the mere counting of tweets posted about an event isn’t really the best indicator of Twitter’s reach. And reach is what matters when it comes to attracting brands and advertisers.
Twitter and Facebook are battling hard for advertiser, media and user attention in a race to decide which platform is the one used most as a second screen (television being the first screen). This is especially true when it comes to live events.
Ellen’s tweet is a great example of this. It earned attention as the most retweeted tweet ever(currently about 3.2 million retweets), but as we reported after the Oscars, it was also enormously viral on Facebook with about 2.1 million “likes” at the moment.
Twitter’s new impressions figure puts both of those numbers to shame. The company says Ellen’s tweet was really seen about 32.8 million times.
So, think about impressions as a matter of Twitter trying to turn the dial even louder in proclaiming itself as the second screen king.
Facebook, the ball is in your court now.
Postscript: Some extra info to pass along… Twitter tells us that its count of impressions only includes Twitter-owned properties like Twitter.com and the official Twitter apps. It doesn’t include impressions in third-party apps. So Twitter’s numbers are at least a little bit undercounted — likely not enough to change the 3.3 billion estimate, but something to keep in mind when tweet impressions are discussed in the future.
Seevibes, spécialiste de la mesure d’audience de la social TV, vient de publier une infographie sur le thème « Social TV et le 2ème écran » où il s’interroge sur le 2ème écran le plus populaire à partir de l’analyse d’interactions sur Twitter. La société relève ainsi, entre juin et décembre 2013, une progression de 25% dans l’interaction via la tablette numérique lors d’un programme TV, tandis que la TV enregistre une baisse (-12%). Android observe aussi une hausse de cette interaction (+33%) tandis que Blackberry chute de 43% et que l’iPhone reste stable, à 29%. Par type de programme (télé-réalités, informations et séries), le smartphone arrive toujours en tête des appareils de second écran utilisé pour les interactions sur Twitter pendant un programme TV. Devant l’ordinateur et la tablette.
Many of our social TV predictions for 2013 came true. From Amazon’s growth as an original TV content provider, to Netflix’s impact on social TV it was a big year for TV everywhere and the seamless integration of social into the traditional television industry that we’ve known for decades. As 2014 is only hours away here are our predictions for a year that we know will continue uproot and improve TV.
1. Facebook will purchase at least one social TV company
While Twitter’s IPO and acquisitions of Bluefin Labs and Trendrr made a huge impact on social TV, Facebook has emerged fighting hard for awareness around the social giant’s connection to the medium. Facebook has yet to scoop up any one company that’s dealing directly in television but with big relationships with companies like Mass Relevance, we may see them pull the trigger in 2014.
2. Scripted television shows will create the next wave of social TV innovations
Live TV has mastered the art of leveraging social. From news to sports, to shows like The Voice and X Factor, real-time integrations took on a whole new momentum in 2013. 2014 will be the year of social integrations for scripted TV. These integrations won’t all be real-time, but on platforms like Tumblr and reddit and with even more participation from talent like we’ve seen with Scandal and others.
3. Apple will release something huge that will affect the TV industry
This isn’t a new prediction, but more than the previous years the technology giant is poised to change the industry. This release might already have been teased in CEO Tim Cook’s recent letter to employees. Apple recently bought Topsy, a leader in Twitter analytics and a company Lost Remote released social TV data with for a few weeks before the acquisition. The release might not be an actual TV, but they’re clearly interested in social TV and have one of the best libraries of content with iTunes.
4. Binge watching and binge watching hybrids will change linear programming drastically
Now that Netflix has proved that releasing an entire season of premium content works, others will continue to follow. Amazon innovated with a hybrid binge model releasing chunks of episodes, Hulu has tried different options and Netflix is experimenting with releasing chunks of episodes with their children’s programming. While HBO, Showtime and others have released episodes online, we will see traditional TV networks cater to the binge watching culture that’s now a normal part of our daily TV viewing habits.
5. As social TV grows, so will spin-offs and sequels
Spin-offs and sequels are by no means new but with social media, networks can watch fanbases for specific shows grow, track that growth and use the analytics to help determine if a spin-off might succeed. Even Breaking Bad will have a spin-off; Better Call Saul is the perfect example of a show’s immense popularity online and within pop culture translating to a spin-off even when ratings were always record breaking. Spin-offs and sequels are less risky now because of social media communities.
6. Fans will fund more and more TV on platforms like Kickstarter
The Veronica Mars successful Kickstarter is proof that fans will fund major TV releases next year and throughout the next decade. There’s even a platform now specifically for funding TV called Mobcaster. Fan fiction and passion will turn into crowdfunded production deals and amazing opportunities for new shows and old formats to remerge.
7. Twitter will control your cable box
Twitter’s new ‘See It‘ feature is only the beginning. The platform that IPOed this year will replace your remote as the technology company continues to build ways to connect directly to your main TV provider – whether that’s a cable company or an internet device.
In Twitter’s own words, the way the world is experiencing TV, is fundamentally changing. Viewers have become more active and share experiences as the events unfold on television screen. The fact that tweeting about television programmes is becoming the new normal, Twitter has found itself being instrumental in how TV is actually measured. In order to capitalise on this opportunity twitter has started TV ad targeting. This was made possible by the acquisition of Bluefin labs and allows marketers to engage directly with people on twitter who have been exposed to Ads on the television sets. Here is Techcrunch’s take on the development:
“Twitter TV Ad Targeting lets advertisers target these people with Twitter Promoted Tweets ads that show up in their stream. Those could include pure text tweets reinforcing the commercial, a link they can follow to learn more or make a purchase, or even a Vine to give viewers a second dose of video marketing”.
So is this new strategy working? Well in an analysis conducted for Twitter, advanced marketing analytics firm MarketShare, has found that TV ads were more effective when combined with Twitter paid advertising for the category examined. This study – which focused specifically on new mobile service subscribers in the UK, has found that for mobile carriers, TV advertising generated new customers at an average of $131 [≈ Household daily income, 2011] each when there wasn’t Twitter paid advertising. But for those carriers combining television ads with Twitter advertising, customer acquisition cost for TV advertising dropped to about $83 or £50 – a 35% improvement.
“We have always believed that Twitter is a powerful complement to television, and this study supports that,” was the view of Adam Bain, President of Global Revenue for Twitter. “MarketShare’s ground-breaking work, using big data techniques and leading edge analytics, helps us quantify how Twitter can be a force multiplier, making television advertising even more effective than ever.” Twitter as a social force can directly boost TV ratings when users use the site to share their immediate reactions to a show, an August, U.S. Nielsen study reported. The TV industry is hoping to turn the tide of migrating viewers increasingly turning to DVRs and cloud services like Netflix and Amazon Lovefilm. Good luck with that. I can tuck into a Breaking Bad boxset anytime I like on Netflix, how is conventional tv going to compete with that?
As marketing complexity continues to expand, big brands will continue to seek new insights into how marketing channels interact, and how best to allocate marketing dollars. Fresh from its IPO, Twitter has quantified the financial impact of paid advertising thanks to Marketshare, on its platform with true return-on-investment metrics that can help brands make more informed marketing choices. It will interesting to see if future analysis will further explore the interplay between Twitter, TV and other marketing channels across more categories and geographies.
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As Facebook and Twitter fight to dominate conversation going on in social TV, Mass Relevance has established itself as the platform to facilitate the social battle.
I caught up with Mass Relevance CEO Sam Decker about starting up, the difference between Facebook and Twitter, and the future of social TV.
How did Mass Relevance start out?
I was having dinner with Ze Frank, a viral video guru from Buzzfeed, and we spoke about how all this social content out there was being created.
Ze was saying there is no good purveyor of user generated content and I was like ‘purveyor’? Who uses that word? But that stuck in my head and I started thinking how can all that content be used by marketers and plugged into other marketing activity?
I started exploring this and I met some programmers in Austin and we formed Mass Relevance in December 2010.
The idea is if we can capture, collect and curate the best social content and bring it into other marketing and digital landing points in a meaningful way to create participation, then it will be more engaging for consumers, but also marketers will benefit from a new way of marketing.
Did you have any idea of where Twitter was going or its influence on television?
No, I wish I could say I had seen the future! It’s got a lot to do with good timing. The second screen phenomenon was taking off, the TV broadcasting side was talking more with the digital and app side of things and the conversation on Twitter was really being recognised by the TV shows. So for all of that to come together and for us to launch was very fortunate.
Twitter started helping broadcasters put tweets on TV, but they didn’t have the tools or the service to help the broadcasters do more, filter real time content, put it on TV in an easy way.
So we worked on a partnership to be the first re-syndicator of tweets. Then we scaled up our platform, so we could handle the volume of content.
Facebook and Twitter are two very different platforms. Do any of those differences help Facebook enter the social TV race?
I think it’s too early to say what the behavioural differences are. People are going to use the platforms they want to use, irrespective of what is being shown on TV.
But for the broadcaster, they want as much ubiquity as possible, they want to open the funnel and listen to as much as possible, surface the content and show the posts on TV.
When we started with Facebook, we did ‘Dancing with the Star’s in the US and we could show the demographic breakdown of people talking about particular couples and they were able to create stories around that.
When we think of social TV, we think of the social platform and the actual show itself. What influence does the broadcaster have in this process?
Sometimes we work with the producer of the show and sometimes we work with the broadcaster. When we did The Voice USA, we worked with the producer and then NBC caught wind of it and started plugging it into their website, apps and then other shows.
The broadcaster gets involved from a technical and logistical standpoint, but it’s really the producers and show runners who make the creative decisions. But for broadcasters, once we start working across multiple shows, we end up doing a deal with the broadcaster.
Then they can have the technology available for other shows and the sharing of best practice.
Could broadcasters use this sort of technology as a competitive advantage to bring in the best shows like Breaking Bad or Scandal?
I think so. There is this sort of momentum effort that once you start to implement it into a show, you get more people talking about it on social, which builds on itself. The sooner you start, the more momentum you build and the bigger your mountain of social content will be.
We worked with MTV UK over the summer, and its ‘Hottest Summer Superstar’ social campaignattracted 166m tweets and boosted viewership by 22%.
New people will discover the show along the way and due to this phenomenon of binge watching, people can start watching at any time. So you may have discovered the series at show six but then you can catch up.
Do you see any differences between the UK market and the US market?
It’s early to say, but my thinking is there is a higher level of participation per capita. Looking at MTV UK getting 166m tweets is phenomenal, yet the audience is not as large.
Because the UK is more advanced in mobile phone usage, the likeliness that someone is going to post might be higher. But we haven’t proven that yet, we are going to start benchmarking participation rates between TV and digital to try and prove that.
How will you be changing social experiences over the next two years?
We are always working on covering all touch points, the website, app and the experience, whether it’s a show, live event or some kind of campaign. We are finding ways of pulling in all the interactions that happens outside of the experience and bringing it into every platform, so the audience can see.
This experience will become more personal over time and with more real time discovery. Before, during and after shows, different conversations take off, so the broadcasters and producers will be able to tap into and curate that conversation and encourage their viewers to join the discussion.
Then, because you are from this part of the UK and you see content differently to someone else, or because you care more about certain characters, you will be able to slice and dice the data yourself as a consumer.
Although there will be more social content on TV, with Facebook and Twitter accelerating their TV exposure, five years from now we’ll be talking about the conversation inside digital video. The time lapsing of tweets and posts is something we expect to see. When you play digital video, we will be able to pull the tweets from the time of the original broadcast, so you can see the original tweets from the show.