Social Tv: How Marketers Can Reach And Engage Audiences By Connecting Television To The Web, Social Media, And Mobile9781118167465 mobi 下载 网盘 caj lrf pdf txt 阿里云

　　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 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 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

examines the changing (and complex) television landscape and helps

brands navigate its many emerging and exciting marketing and

advertising opportunities. Social TV topics include:* Leveraging

the "second screen" to drive synched and deeper brand engagement*

Using social ratings analytics tools to find and target

lean-forward audiences* Aligning brand messaging to content as it

travels time-shifted across devices* Determining the best strategy

to approach marketing via connected TVs* Employing addressable TV

advertising to maximize content relevancy* Testing and learning

from the most cutting-edge emerging TV innovations The rise of one

technology doesn't always mean the end of another. Discover how

this convergence has created new marketing opportunities for your

brand.

Preface ix Acknowledgments xi About the Authors xv Introduction

1

1 The Backchannel: Bringing the Social Conversation to the

Forefront 7

2 Social TV Guides: Curating Social Media for Content Discovery

33

3 TV Check-In Services: Creating Vertical Social Networks around

Television 57

4 The Second Screen: Enhancing TV with Synched Content Experiences

81

5 Social TV Ratings: Adding a New Dimension to Television Audience

Measurement 109

6 Bridge Content: Driving Engagement In-Between Episode Airings

133

7 Audience Addressability: Using Online and Direct Mail Targeting

Practices on TV 157

8 TV Everywhere: Watching TV Content Whenever and Wherever

177

9 Connected TVs: Blending Online Content with Television Content

203

10 Conclusion (for Now): Connecting the Dots 227

11 To Be Continued ...: Filling in the Gaps 241 Notes 245 Index

259

　　MIKE PROULX is a Senior Vice President and the Director of

Social Media at Hill Holliday, leading a team with a focus on

cross-channel integration and emerging media. He has spoken at

dozens of events and contributed to a number of publications

including BusinessWeek. He conceived, produced, directed, and

cohosted the TVnext Summit, which took place in early 2011 and

2012. You can follow Mike on Twitter at @McProulx. STACEY SHEPATIN

is a Senior Vice President at Hill Holliday and leads the national

broadcast buying and strategic media partnerships practice for the

agency's portfolio of clients, including Dunkin' Donuts, Chili's,

(RED), T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and

HomeGoods. She has won multiple awards for her work and creativity,

including the Advertising Age Media Maven award and MediaWeek's

Media Plan of the Year.

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