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Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile Hardcover – February 28, 2012


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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley; 1 edition (February 28, 2012)
  • Language: English
  • ISBN-10: 1118167465
  • ISBN-13: 978-1118167465
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #416,123 in Books (See Top 100 in Books)

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From the Authors: Tips for Taking Advantage of the Connected TV Space

Take Action: Connected TVs

There are a number of ways for your brand to take advantage of the connected TV space. The following are a few points we especially want to underscore:

1. Match the message to the audience.

The user base of connected TV devices can vary widely. You must be careful, for example, not to run creative targeted at women on a primarily male-dominated platform. Approach this space with the mind-set that each connected TV solution is a unique opportunity and assess it accordingly.

2. Emphasize the “connected” part.

Although the word “TV” appears in “connected TV,” you are doing yourself and your audience a disservice if you simply run traditional TV commercials. Design your creative with engagement and interactivity in mind. This is the real power that comes from the convergence of television and the Web.

3. Make it your own.

An app on a connected TV is a bit like a channel on traditional TV. If your brand has compelling content to share in a consistent serial format, consider creating your own channel that can appear (through partnership integrations) across a variety of connected TV devices.




From the Inside Flap

When Beyoncé revealed her baby bump live at the 2011 MTV Video Music Awards, 8,868 tweets burst into the Twitterverse over the course of a single second. When Jeff Probst began live-tweeting during the Spring 2011 season of Survivor, the volume of tweets per episode was, in most cases, five to seven times higher than the previous season. And the charming Volkswagen "Darth Vader" commercial, where a boy thought he used "the Force" to start his dad's Passat, inspired people to go online and view the 60-second spot 45 million times on YouTube. The Internet didn't kill TV! It has become its best friend.

Americans are watching more television than ever before, and we're engaging online at the same time that we're tuning in. Social media has created a new and powerful "backchannel," fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience on-demand television whenever and wherever we want. And connected TVs blend Web and television content into a unified big screen experience, bringing us back into our living rooms.

Social TV takes a fresh look at television as it sheds its "traditional media" stigma and helps brands navigate TV as a fertile "new media" filled with many emerging opportunities to reach audiences. Advertisers can no longer count on TV programs alone—they must redefine television as a cross-channel media experience to ensure that their brand transcends devices, applications, and screens.

Social TV shares proven advice on how to:

  • Leverage the "second screen" to drive synched and deeper brand engagement

  • Use social ratings analytics tools to find and target lean-forward audiences

  • Align brand messaging with content as it travels time-shifted across devices

  • Determine the best strategy to approach marketing via connected TVs

  • Test and learn from the most cutting-edge innovations in television

The rise of one technology doesn't always mean the end of another. Discover how the convergence of television and the Internet has created new marketing opportunities for your brand.

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Most Helpful Customer Reviews

Format: Hardcover Verified Purchase
While social TV is still a new and rapidly evolving discipline, it's clear that there is a lot of interest in the concept from advertisers, marketers, and creative professionals alike. To that end, I expect to see a great deal of creative and commercial innovation in coming years as we begin to see the social layer (and brand participation) more artfully interwoven with TV shows from the ground up.

Accordingly, when I saw Mike Proulx and Stacey Shepatin's brand new book on the subject pop into my Twitter feed, I felt compelled to read it this evening. The book is titled Social TV: How Marketers Can Reach and Engage Audiences By Connecting Television to the Web, Social Media, and Mobile, and despite being an early entrant in the space, it is well worth picking up.

As the title reflects, Proulx and Shepatin's book explores the social TV landscape from the perspective of marketers, bringing them up to speed with behavioral and technical developments. Moreover, it also provides actionable advice for reaching viewers as they interact with second screens and view programming on digital devices. In fact, the book's scope goes well beyond social networks (such as Twitter and Facebook) in its second half, to explore issues with "TV everywhere," cord-cutting, and even Microsoft Kinect integration.

The book is very cleanly written and structured, and should be easy to understand even for readers who do not consider themselves technophiles. Each chapter contains well-selected quotations from leaders in the space, and ends with direct recommendations for marketers to educate and prepare themselves to embrace the social TV trends discussed within.
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1 of 1 people found the following review helpful By Doug S on April 19, 2013
Format: Hardcover Verified Purchase
Enlightening in parts, lacking in some places where I was hoping for more detail. more focused on advertisers than actual media producers like my self. How do studios leverage the social tv experience?
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1 of 1 people found the following review helpful By Jeffespo on March 21, 2012
Format: Hardcover
Length: 2:19 Mins
I am glad to say that this book beat my expectations and changed my thoughts on social TV. It is not a fad, but rather a thriving social ecosystem.
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By J. Ballinger on April 19, 2012
Format: Hardcover
I'm not even ten pages into this book and I'm already fascinated. Being part of this tv online culture myself it's amazing seeing the numbers behind it. There's a section where they talk about the audience watching shows live so they don't get spoiled. I know people in Germany who will stay up to watch an episode of Glee via a live stream online that comes from the East Coast in the US. To some a show is that important to them. I get it. I've worked out my schedule this semester so I don't have class when Glee airs.
The most important part of this book to me is the part about communication from celebrities. To me that is the most revolutionary part of media today. The fact that I can go to Jason Segal (actor in How I Met Your Mother) and tweet him and actually get an answer back, that's so cool! That is a completely new thing in our culture.
I'd definitely recommend this book to anyone in advertising, media, or just interested in how TV and social media work together.
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By jo on September 9, 2012
Format: Hardcover Verified Purchase
This was a well-written and comprehensive journey of how TV and the concept of TV has evolved as a medium for connecting to an audience. It clearly documented how various overlays of technology have changed the interaction for both the creators and the users. The format was brilliant with a recap/recommendation at the end of each chapter as well as a QR code that continued to more information online. A great education.

Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile
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Format: Hardcover
Being a media professional and a consumer of all media, I want to keep up to date on all the developments in our Social TV world. I picked it up the week it went on sale because I know this industry changes fast. The nice thing about this book is the QR Code chapter ending pages which expands on subjects discussed in the previous chapter and the "virtual" 11th chapter which anticipates the evolution of this rapidly changing area of Social TV. I am just a few chapters in, but great stuff so far. I look forward to writing my final impressions once I finish it.
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