Social TV (How Social Media is Finally Putting the Real in Reality TV) Josh Friedman November 16, 2011

Publicity and Promotion Enhancing the Viewing Experience Impacting the Creative Process Social TV

Publicity and Promotion Creating Buzz – A&E’s “Storage Wars”

Drive viewers for season premiere with Twitter #storagewars Multiple levels of engagement Combination on air and online campaign Creating Buzz: A&E Storage Wars

On air: Incentivize viewer tweets by displaying tweets in live on-screen ticker during run up to season premiere Creating Buzz: A&E Storage Wars

Online: Promoted trending topic #storagewars Creating Buzz: A&E Storage Wars

Enhancing the Viewing Experience Engage Viewers and Encourage Interaction – FOX’s “X Factor” Vote by Twitter, (199,682 followers) Pepsi Sound Off and Pepsi Pulse Pepsi Sound OffPepsi Pulse

Impacting the Production Process “Late Night with Jimmy Fallon” – Latenight Hashtags

Impacting the Production Process Story Development – Bravo

Impacting the Production Process Story Development – Bravo “If viewers like when they’re yelling at someone, we’ll use them yelling.” - Amy Troiano, Bravo executive

Lessons Learned Build community Give viewers (customers) an opportunity to join the conversation Listen, Listen, Listen Take cues from social media to guide story (product) development

Sources and Further Reading Clifford, S. (2010, June 5). We’ll Make You a Star (if the Web Agrees). The New York Times. Retrieved from Katy (2011, July 25). Top 5 Reasons Jimmy Fallon’s Late Night Hashtags Work So Well. Retrieved from Sniderman, Z. (2011, October 18). “The X Factor” Gets Social With Help From Pepsi. Retrieved from Hernandez, B. (2011, October 26). Twitter Now Let’s “X Factor” Viewers Vote via DMs. Retrieved from Beers, T. (Producer). (2011). Storage Wars [Television Series]. A&E Television Networks