Live from #MediaInsight: Comedy Central: More than a TV Network

Angela Hamlin, VP Research, COMEDY CENTRAL

Stand-up comedy is a huge draw for the millennial audience.  Over 1.5 million people have downloaded the CC: Stand-Up app thus far, and stand up programming is extremely popular for the network.

Stand-up is frequently shared.  Fans want to experience stand-up with others even if they aren’t in the same place – sending links and watching content virtually “together” is something that millennials do often.  

Fan Fundamentals:

1. Relatable – stand-up speaks to and for millennials 

2. Topical – truth and knowledge equal power.  Comedy is a safe space for hot button issues like race and politics

3. Diversity – this goes far beyond race.  Gender, sexual orientation, and religion are all on the table.  By laughing at difference, millennials expose themselves to other points of view 

4. Courageous - edginess is an important characteristic.  In some situations, if comedy can offend, comedy can transcend.  Censorship is not cool – while millennials understand that there are some situations that require a dialed-down approach, in general 60% say that censorship takes away from the art of comedy

When asked if there is a line that shouldn’t be crossed, millennials are clear – pretty much everything is fair game, as long as it is delivered without hate

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Women + Mobile: The Unbreakable Bond

Caryn Klein, VP, Research & Insights, TIME INC.

There is an incredibly strong relationship between women and their mobile devices today.  88% of women say that their mobile device “keeps me in-the-know.”  It’s truly an addiction for many women, more so than is the case with men.  

Down time becomes now time – texting, social media, and online shopping have filled the gaps for women and essentially eliminated any down time that previously existed.  

Pinterest and Instagram have become vehicles for personal expression and inspiration.  

Online shopping has become a game for many women.  She’s looking for coupons, making shopping lists, doing her research – and it’s NOT work for her.  

Rules of engagement for women and ads:

1. Ask her permission
2. Share her interests
3. Look your best
4. Engage her in conversation: ads should be a two-way interaction – a relationship

Rewarding women for interacting with ads is huge – if you can make her a part of the message, you can break through.

Key insights:

1. It’s an unbreakable bond between women and devices – don’t butt in, but make content relevant and real

2. Down time becomes now time.  There’s more opportunity to reach women, but consider when, where, and how

3. Amplifying her voice.  She’s creating her own brand image, and can be an ambassador for yours

4. She’s using her device through every step of mobile shopping.  Knowing when, where, and how can make all the difference to your marketing strategy 

5. Mobile ads are tricky – don’t intrude, but do bring her into the conversation.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: The Impact of Technology: Tales From the Consumer Electronics Show

Lori Schwartz, Tech Catalyst and Principal, WORLD OF SCHWARTZ, Managing Partner, STORYTECH

Technology is all about a good story.  

Growth is exponential, and if you don’t move fast you are on the path to doom.  

20,000 new products debut at CES.  Here are some key trends:

1. The Future of Cloud Base Entertainment: Business are meeting in the cloud due to sharing services – there are new opportunities for business who would have never worked together in the past to team up.  There is disruption within disruption in today’s digital world – everything is changing constantly.  

2. Changing Channels: Content Disruption, Bundling, and the “Plussing” of Services: In 2013, overall 5 million homes had cut the cord.  “The Lizzie Bennet Diaries” won an Emmy by taking the “Pride and Prejudice” novel and applying it to today’s Millennials via a web series – which in turn gave people a chance to buy products from the series via online channels.  

3. Islands in the Stream: Brands need to understand all of the little bits of consumers.  We share information in countless ways – you can tell Facebook that you have a back ache or Tweet that you went to the gym – and synthesizing this information is crucial to understanding the full picture.  This also ties into the Internet of Things – where objects will work together to get smarter and provide a more connected experience without humans being involved at all.  

4. The Roar of the Crowd: The role of the audience has never been so big.  It’s a time of “hyper-personalization.”  

5. Whose Brand is it Anyway?: Polaroid, for example, had to figure out how to adapt their brand for today’s world.  Enter the Socialmatic: http://www.social-matic.com/site/

At CES this year robots were huge – they are changing how we do business in a very real way.  Science-fiction is coming true.  

iBeacon: Bluetooth and GPS mix to know who you are and send relevant information straight to your phone.  This is already at certain subway stations in NYC, and will be everywhere very soon.  

ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: How Digital Has Disrupted Consumer Behavior Forever

This morning on the last day of our inaugural Media Insights & Engagement, James McQuivey, Ph.D., VP, Principal Analyst, FORRESTER, and Author, DIGITAL DISRUPTION, spoke to us about how How Digital Has Disrupted Consumer Behavior Forever.

The consumer has already been disrupted. Will you join them? It’s now necessary from the business side to create these experiences and relations in a way that has been unprecedented before.

You must join them and disrupt yourself.

Digital disrupters raise the bar:

they build better experiences
create stronger customer relationships
deliver efficiency, doing it faster than competitors

 Digital Disruption Economics:

More people empowered, more ideas, going to market, operating at a 1/10th of the cost with 100x the power.

Media Industry examples: more people create and distribute content for free, creating a super abundance of content options. (not replacing content, but enhancing the offerings)

Whoever has the relationship with the viewer, wins.

To participate you must digitally disrupt your customer relationship.

Media companies will want to distribute to these screens.

  • Retailer will want to use them to sell products
  • Manufacturers will want a direct connections
  • Platforms will try to own the whole experience

Who wins the relationships? Because in the end that’s who wins.

It’s a senior level decision to get every one ready and prepared to do begin connecting at every customer touch point.

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Live from #MediaInsight: The Future Begins Now: How Current Trends are Shaping the 10 Growth Areas of Tomorrow

Jared Weiner, Futurist and Vice President, WEINER, EDRICH, BROWN takes us through the key growth areas for the future 

The recognition of educated incapacity: knowing so much about what you know, that you are the last to see the future of your area of expertise differently.  Everyone suffers from this.  The fix is to use your “alien eyes” – explore new things and look at industries from different angles to keep yourself sharp.

The emerging metaspace economy: ten growth areas of the future, all of which will influence media and insights.  

1. Time Space: Time is becoming simultaneous, not sequential.  Everything is getting shorter.  When we didn’t have time for email we moved to tweets.  When we couldn’t take the time to tweet we moved to videos and imagery (i.e. Instagram).  This is where communication is headed.  

2. Inner Space: Neuro imaging, sensory, neuro transmitters – as we understand more about inner mechanics, our experiences will change.  Before long, we’ll have video games that use sense to complete the experience – a soccer game that pumps out the scent of freshly cut grass, a baseball game that emits the smell of hot dogs, etc.

3. Design Space: It wasn’t long ago that design was on the fringe.  Now design thinking and user experience are huge for any successful enterprise.

4. Play Space: Gamification is the new normal – think about how many reward programs you are a part of.  Adult play is growing – employees are starting to have fun at the workplace.  Amusement isn’t just for kids anymore.  

5. Storage Space: Storage of data is key – computing power and big data are increasing exponentially.  How and where do we store everything?

6. Cyber Space: The next frontiers in cyber tech, including not just apps but augmented reality (i.e. Google Glass) and virtual reality – people are using avatars in virtual environments to help inform the real world.

7. Inter Space: The Internet of Things – software, platforms, technologies that are communicating with each other without any human interaction.  The future is about the smart interconnected home.  

8. Outer Space: GPS, geolocation technology, space tourism.  It’s not just sci-fi anymore.  

9. Micro Space: Nanotechnology and new materials technology (3D printing).  

10. Green to Blue Space: the shift from doing green to being green – having zero impact on the environment – and then to blue: actually giving back to the environment.        

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Breaking Down Syfy’s Defiance: A Deep Dive into the Groundbreaking Transmedia Experience

Sara Moscowitz, SVP, Strategic Marketing, SYFY and Jon Giegengack, Principal, HUB ENTERTAINMENT RESEARCH explain the impact of the first true transmedia experience

Syfy is focused on “reinventing storytelling” by involving consumers with live viewing experiences, extended/adjacent storylines, and activating a social feedback loop.

Defiance was the first jointly developed TV show and game – designed to be consumed together but able to stand alone. There is frequent crossover, where a plotline that happens in the game is picked up in the next episode of the show.  

When Defiance was released, it became NBCU’s biggest day-and-date launch of all time.  But the question was, how much did the transmedia experience factor into this?

To answer this, Syfy first looked at the response to the concept – and found that 75% of people were at least positive to the idea of a game and show co-existing.  

This co-existence also helped to bolster awareness of the property, which ultimately resulted in 85% of viewers watching the premiere and 66% of gamers pre-ordering or purchasing the game at launch.  

People who both played and watched had a more valuable experience – 70% said they enjoyed Defiance more once they started both playing and watching.  

People who watched and gamed were also more apt to look for other opportunities to engage – such as visiting the website, watching YouTube videos, heading to the Facebook page, etc.  

Almost half of the people who both played the game and watched were NOT regular viewers of Syfy – the transmedia experience helped the network appeal to a new audience, and also provided a completely new platform for advertisers.  

ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: HBO Cross-Platform Media Insights

Jason Platt Zolov, Director, Market Research, HBO explains how multi-platform feeds the addiction that is HBO

HBO is now a truly multi platform experience, but traditional, planned viewing is still the most popular – a set schedule matters, even for cross platform viewers.  

HBO looks at every week as an event – having a set schedule helps to fuel premiere night anticipation.  HBO GO and On Demand helps to drive viewers back to premiere night.

Users of more HBO platforms are more loyal to HBO overall. 

HBO uses a mix of primary and secondary research to get a full picture – from measuring awareness and perceptions of platforms like HBO GO to learning which specific titles are most popular on each platform.  

A big question is whether Sunday night still matters.  While the word is spreading that time shifting has diminished the importance of Sunday, it’s still a huge night for HBO.  

Netflix is setting the bar for devices (Apple TV, Chromecast, Roku, etc.) and HBO is right there.  The experience changes depending on the device, and HBO needs to account for that. 

Nearly half of HBO viewing is done on alternate platforms.  However, the percentage of linear viewing of weekly premieres of a show like Game of Thrones has grown over the past 3 years – as a show becomes more popular, live viewing and being “in the know” becomes more important.  

In social media, there are clear spikes on premiere nights – SUNDAY MATTERS!   

When asked whether it’s important that new episodes premiere every week, 89% say that it is.    

Planned vs. unplanned viewing is similar (and mostly planned) whether viewers watch linear HBO only or use multiple platforms.  

When multi-platform users want to watch a movie, they go to linear HBO primarily.  HBO Go takes over when it comes to watching classic shows that are no longer being produced.  

Usage of HBO Go on a TV is 100% greater than on a phone or tablet – you can’t beat the big screen.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Give to Get in the Digital World

Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA reveals some alarming insights about data privacy and what pivot plans to do to combat them 

Safe data is like safe sex.  We say we’re going to be careful, but what are we actually doing?  

“Terms and Conditions May Apply” started pivot down a road of exploring data privacy and online safety.  Focus groups added more fuel to the fire and helped pivot to launch the 18-month campaign “Eyes Wide Open.”

Anything we do online, anything, can be tracked and often is.  

In looking at talk about privacy in social media, we see two camps – the concerned core who are outraged, and the casual crowd who say, “what’s the big deal?”

Tweet from your house with location settings on?  Doing so even once or twice can make it easy for anyone to find out where you live.  

Google may be “free” to use, but we’re all paying with privacy.  Using even a fraction of the information they have about each of us would make them the most valuable company in history – by far.  

80% of people say it’s hard to know which sources can be trusted to deliver the truth these days.  38% of us share information without checking the source beforehand.  

With shows like Hit Record, pivot aims for full transparency – if you contribute content to the show, they’ll not only tell you how it will be used, but even pay you for it if they reap any benefits. 

“We’re like revolving doors of information” – when we share we’re using corporations’ tools, and they ARE getting paid for it.  One’s online behavior is worth up to $5K a year for a company like Google.  

87% want the government and businesses to be transparent about what they are doing with personal online information – but we have a long way to go to get there.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Second Screens: Building Show and Advertising Engagement

Kimberly Maxwell, Senior Director Strategic Insights Research, VIACOM ENTERTAINMENT GROUP explains how second screens can enhance engagement 

We live in a multi-screen nation – 4.4 hours of daily leisure time is spent in front of screens.
There’s no greater time to be a TV fan – 2013 had the most hit TV shows ever, and there are more ways to access content than ever before. 
Second screens “aren’t competing…they’re completing the experience.”
70% of the total population uses a second screen while watching TV – and 40% engage with a TV show AND use second screens when viewing TV.  
Phases of second screen usage:
1.0 – the original emergence of social media
2.0 – apps give us new ways to consume TV content
3.0 – this is where we’re heading – custom apps that provide a curated experience, such as the Little Mermaid iPad app that accompanied the theatrical release
Second screens are now feeding anticipation.  Networks can use social media and digital platforms to keep people engaged, even during the off-season.  
Engaging shows can enhance the high with second screen experiences.  Here viewers aren’t distracted by second screens, but are using them to follow what others are saying, play games, look up background information, etc.  
Engaged second screen users are 3.5 times more likely to say that they “feel more excited about the show I’m watching.”  They are more connected, and pay more attention while watching TV.  These viewers are also more apt to feel positive about brands that sponsor quality programming, and to seek products they saw in/advertised on their favorite shows.  
For advertisers: give consumers content to extend the high, create custom experiences, and own the space with complementary ads – ads that match the content of the the show itself in terms of theme, style, etc.    
ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Social@Large: Will Tracking, Analyzing and Surveying Lead to Social Monetization?

photo: Wikipedia

Nathalie Bordes, Senior Director Sports & Emerging Platforms Research, ESPN, told us today that Sports is Social. Nothing drives social  TV conversations like sports.

In 2013, social conversations around TV sports grew 37%. At ESPN they had 800 social media personas to maintain.

ESPN Social Media Stakeholders

Research &Analytics, Brand, Product and Ad Sales teams all needed a seat at the social media round-table:

  • Track, monitor, examine
    • total social footprint
    • by account
    • share of voice
  • Analyze traffic across 
  • asess which metrics are relevant
  • Historical data as well as real-time for each account
Solution Needs
  • Track and store data, competitive posts
  • Allows “real-time” analytics across media platforms
  • Has custom and automated reporting capabilties for custom, monthly, daily, hourly intervals
Social Reporting Platform Pilots

Can this solution digest, store, and analyze social “raw” data for one or multiple platforms?

  • Provide a consistent data stream?
  • historical data dumps
  • recreate exisiting reports in an efficient way?

Started off with Twitter and Facebook using data resellers GNIP and Datasift, storage in Hadoop, then platfora visualized the data.

The vendors collect, filter and enrich the social data streams: FB public API for 30 pages and 1,200 Twitter handles.

Resources:
IT infrastructure and personnel
legal and procurement support
funding

Challenges for ESPN:

Data:

  • social media platform restrictions
  • data outages
  • data inconsistencies
  • historical data structure

Reporting:

  • Lack of metric definitions
  • data verification
Pilot data collected:

71 Million tweets
2.2 Million Facebook Posts

Retweets show share of voice – how relevantly you are communicating with your fans.

Monetization comes from driving social fans to your website, to your product.

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.