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Advisory Committee Meeting – Nov 1 st 2012

Social Audience: exploring the relevance of social media activity on the performance of CMF-funded projects (DM+TV). Advisory Committee Meeting – Nov 1 st 2012. Objectives. Ongoing evaluation of potential new metrics. Share results of CMF’s research +pilot projects.

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Advisory Committee Meeting – Nov 1 st 2012

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  1. Social Audience: exploring the relevance of social media activity on the performance of CMF-funded projects (DM+TV) Advisory Committee Meeting – Nov 1st 2012

  2. Objectives • Ongoing evaluation of potential new metrics Share results of CMF’s research +pilot projects Assess relevance of Social “audiences” for CMF-funded projects Ignite discussion

  3. CMF’s measurement of “social activity” • For DM projects (Convergent & Experimental)▶ DMMF’ monitors other inputs (why? to add context) Newsletter and RSS subscriptions, mails, … User commentsand feedback, votes and ratings Reach of the distribution platform Geographic segmentation and demographic data Promotion Budgets Likes, Tweets, … Awards and nominations Generated income(in total sales)

  4. CMF’s measurement of “social activity” • For TV projects (Convergent)▶ nothing is currently measured/monitored Pilot Project (Seevibes) ▶ presentation of Results by Laurent Maisonnave

  5. Is there a social audience? Social Media Social Mktg Social TV/DM SOCIAL AUDIENCE

  6. Social Media Why important? • 400M tweets per day (but only 8% of Canadians active on Twitter) • 1 out of 8 people on earth have a FB account • 16,1M FB users in Canada in 2012 (42%) Core metrics • Influence • Engagement • Definition • Umbrella term • Means for sharing, creating, commenting, curating content and interacting with others (media or users) = Conversation

  7. Social Marketing Why important? • using social media tools has become part of the new “normal” in marketing strategies. Core metrics • Exposure • Awareness • Definition • Using Social Networks as a marketing tool to create awareness and promote a Project

  8. Social TV Why important? • 62% use social media while watching TV at various frequencies. • Social TV market is expected to reach $256,44 billion by 2017. • According to Nielsen (2011), 9% of Social buzz translates into 1% increase viewership Core metrics • Engagement • Exposure • Loyalty • Conversion (?) • Definition • the use of social media (in a synchronous or asynchronous manner) to rate, recommend or discuss shows —during or after airing Point of discussion!

  9. Social media ecosystem

  10. Social media ecosystem

  11. Different positions Important but not a priority • Social raises awareness, which partially converts into viewership • Social raises engagement, which makes some viewers watch more • CMF should monitor and continue research but not a priority to measure Not important • Not enough proofs yet; some shows with little to no social audience still have good ratings (and the opposite) • TV viewers and social users are not the same demographics • Priority • Social media generates data which helps you know your audience better and we believe there is a positive correlation btwn success in social audience & CMF-funded projects

  12. Debate Point of discussion! • Definition of social audience: Should we measure? Core Metrics:

  13. Conclusions- recap Read section “NOTES”

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