Second Screen Social Media Week Copenhagen

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Information about Second Screen Social Media Week Copenhagen
Social Media

Published on February 27, 2014

Author: jacobmouritzen

Source: slideshare.net

Description

Presentation from Social Media Week Copenhagen 2014 at Advice A/S.
Jacob Holst Mouritzen, Tine Schjødt and Sarah S-Latef talked about how to engage your audience via second screen and multiscreens.

SECOND SCREEN Jacob Holst Mouritzen / @JacobMouritzen 1 © Copyright 27/02/14

2 © Copyright 27/02/14

1ST SCREEN 2ND SCREEN 3 © Copyright 27/02/14

2ND SCREEN 1ST SCREEN 4 © Copyright 27/02/14

IS THE INTERNET KILLING TV? 5 © Copyright 27/02/14

The internet isn’t killing of TV. Instead it’s enhancing it! –Mike Proulx 6 © Copyright 27/02/14

Source: Nielsen Ratings 7 © Copyright 27/02/14

8 © Copyright 27/02/14

9 © Copyright 27/02/14

10 © Copyright 27/02/14

BUT WHAT ABOUT DENMARK? 11 © Copyright 27/02/14

DK tweets, time of day 2500000 2000000 1500000 Original Tweets Retweets Sum 1000000 500000 0 0 #SMWhashtags 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 209 217 225 233 241 249 257 265 273 281 289 297 305 313 321 329 337 345 353 Massive spike from MTV 100000 90000 #MTVhottest 80000 70000 60000 50000 Originale Retweets 40000 30000 20000 10000 0 #SMWhashtags

1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 209 217 225 233 241 249 257 265 273 281 289 297 305 313 321 329 337 345 353 Hashtag frekvens - #sldk 1400 1200 1000 800 600 400 200 0 #SMWhashtags

But Twitter only has 250.000 users in Denmark – That doesn’t create tune-in? 15 © Copyright 27/02/14

FACEBOOK: 3.2 MILLION TWITTER: 250.000 USERS 16 © Copyright 27/02/14

Use of the hashtag #oldr3 (7998) (2919 tweets) 17 © Copyright 27/02/14

Hashtags from - #xfactordk 6000 5000 4000 3000 2000 1000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 #SMWhashtags

Brought  to  you  by  @TineSchjoedt   #XFACTORDK

#XFACTORDK Tal fra Overskrift.dk, 2013

#SUPERFAN

#LOL #YOLO #UNGMEDDEUNG #NEJTAK

#LIVEDELTAGERNE

#ANYQUESTIONS?

“DADDY IS IT IT “DADDY IS TRUE THAT TRUE THAT NOT NOT EVERYBODY EVERYBODY OWNS A A OWNS PHONE” PHONE?”

AGENDA Nickelodeon background & values Multiscreen use & kids Cases & examples of multiscreen strategy

 

CORE are We VALUES CURIOUS… HEART FART SMART

RESEARCH   . FOCUS GROUPS KIDS & PARENTS

We are WHERE THE KIDS ARE    

BEING CONNECTED SIMPLY IS As much a part of everyday life as eating and sleeping 2/3 *The Next Normal Q29 – how much do you agree or disagree with the following statements? / Q13 – please rate how well you believe each word or phrase describes you personally? Base: total young millennials globally – 32 countries (9-14)

% *Orvesto Jr/ ”Do you own a smartphone?”

DEVICE USAGE OVERLAPS WITH EACH OTHER 70% APPS TV ONLINE 59% 59% 60% 55% 50% 40%   30% 27% 20% 20% 20% 10% 8% 5% 10% 6% 10% 6% 7% 4% 4% 0% 06.00-08.00 08.00-10.00 10.00-16.00 16.00-22.00 22.00-06.00 Kids 4-12/Omniture/Advantedge/A7 What are the preferred times for your child/children to use apps? Base: All whose children use apps (623) All whose family use apps (599)

ROLE OF APPS IN THE FAMILY   66% Contain educational elements 53% Make life easier 36% Excuse to 10% Taking on the spend time together role of the babysitter   37% Taking on the 31% Taking on the 29% Taking on the role of kids websites role of the internet role of the TV A1 Apps are becoming more and more popular these days and many people use them regularly for a variety of reasons. Can you tell us what role apps play in your family?

% A6: And why do you use apps with your child/children as a family activity?

Bamse  f****   Lillesku<  in  the  ass  

MAIN CONCERNS OF PARENTS Små ungar och medier 2013

“Create a unified experience, where each platform product is a companion to another”

Sneak Preview Results %

Before After %

MITSUBISHI PROMO TE ENGAG E INTERA CT

MITSUBISHI

NICKTIPS We are TVSPOT ONLINE Regular 30 sek. TV campaign Regular banner campaign   EDITORI AL Nick Tips - TV Product review, shown among other Nickelodeon programs Nick Tips - Micro site, product info, review and competition

NICKTIPS EDITORIAL We are SECTION REVIEW COMPETITO N

EFFECT OF MULTISCREEN Percieved as original vs similar product ads Increased recall Multiple touch points increases likeability Online survey with client results are confidential

...AND IT IS WORKING TV 2013 Serie1 12,0 ONLINE 2014 Serie2 2013 Serie1 160.000 2014 Serie2 140.739 10,0 9,6 10,0 8,6 8,9 140.000 9,7 8,6 120.000 7,8 8,0 6,7 6,0   100.000 111.696 99.002 86.777 80.000 70.966 60.000 4,0 82.019 43.362 50.263 40.000 2,0 20.000 0,0 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Advantedge/Omniture

CONCLUSIONS Connectivity simply is Double-edged sword Less of the same

#smwhashtags presentations

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