Integrating Brands into Social Television
In 2011, social television hit the mainstream with networks across the board embracing social media in a big way, launching a myriad of products ranging from Facebook brand pages and Twitter handles to second screen experiences on mobile devices to drive buzz around on-air programming and connect with fans. Networks also started experimenting with different creative ways to bring advertisers into the social mix. In 2012 this trend will not only continue, but grow exponentially with networks bringing advertisers deeper into socially blended experiences with linear programming. During this panel, different networks will discuss not only how social buzz is translating into ratings success, but how brands are also reaping the benefits from engaged audiences across the different social platforms through integrated advertising campaigns. The panel will also look at how social media buzz has replaced the old system of courting television and film critics and the ways networks are now courting millenials who are critics in their own right with active digital thumbprint.
As Senior Vice President of Digital, Jennifer Kavanagh is responsible for innovating and leading Oxygen’s digital initiatives on all existing and emerging platforms. Well versed in the online space for 15 years, Kavanagh joined Oxygen in 2006. Under her leadership, Oxygen.com has experienced rapid multi-platform growth. Most recently, Kavanagh was added to CableFAX Magazine’s 2011 Hot List and honored in their 2010 Most Powerful Women in Cable issue as one of the Top Women in Cable as well as Cable Technology.
Kavanagh currently oversees Oxygen’s suite of digital assets including Oxygen.com and the wildly successful OxygenLive.com which received a 2010 Media Vanguard Award. OxygenLive is the first two-screen experience in which fans can socialize & interactwith Oxygen talent during every episode in real time. This socially driven viewing party allows fans to log in using their Facebook or Twitter accounts at OxygenLive.com or via the app which is available on iOS and Android devices.
Following the launch of OxygenLive.com in 2009, Oxygen brought social TV to the next level launching OxygenLive TV. This experience closed the loop on co-viewing, bringing the real time viewing conversation back the screen. Select superfans were featured on screen with their avatars and Facebook or Twitter comments.
Kavanagh has brokered high-profile partnerships with innovative digital companies like Shazam, GroupMe, & GetGlue. She led the first integration of Shazam technology into Oxygen's proprietary OxygenLive app which recently won a 2011 Media Vangard award. She has spoken on several social media and strategic relationship panels at Digital Hollywood, iStrategy, SXSW, Media Summit NY and the 2010 CMO Spotlight Forum, to name a few.
Kavanagh is also responsible for optimizing digital opportunities for advertisers as part of Oxygen’s 360 offerings. These opportunities leverage the power of digital platforms to deliver groundbreaking, high performance campaigns.
Jonathan Carson is CEO, Digital at Nielsen, a leading global provider of information and analytics around what consumers buy and what they watch. In this role, Jonathan leads the strategy and operations for Nielsen’s Online, Telecom and other digital businesses across more than seventy countries. Jonathan has worked in the company’s digital businesses since Nielsen acquired his company, BuzzMetrics, in 2007.
Jonathan is a frequent speaker on digital marketing issues. He has given keynote and general session presentations at events including Web 2.0, Mobile World Congress, ad:tech, ESOMAR, ARF, IAB, Dow Jones, The Conference Board and WOMMA, and has spoken on dozens of industry panels. Jonathan has been interviewed by leading media outlets, including The New York Times, Wall Street Journal, CBS News, ABC News, Fortune, NPR, WIRED, and MTV.
Kristin Frank is General Manager of Digital Media at MTV and VH1 where she creates and implements the vision and strategy for how these two culture defining brands maintain leadership in today’s hyperconnected world. She is a seasoned media executive and innovator with expertise in cross platform content creation, product development, social media, and distribution.
Since stepping into this role in April 2009, she has played a vital part in MTV’s collection of sites earning the top spot as the most visited online music destination with more than 60 million unique visitors each month. Under Kristin’s leadership, MTV and VH1 have experienced tremendous social media growth. MTV is now the 4th largest brand on Facebook with close to 100 million fans across its pages and nearly 4 million followers on Twitter. MTV ranks as the #1 brand on new platforms such as Foursquare and Instagram, and the #1 TV brand on Tumblr.
She plays a vital role in the multiplatform success of MTV and VH1’s events, most recently with the 2011 Video Music Awards; the most successful VMA ever with 2 million unique visitors and more than 10 million page views. Under her leadership, MTV’s mobile site saw its best day in history with more than 2.7 million mobile views, a spike of more than 50% from the year prior. In addition, the event set the record for the most mentions on Twitter per second and now ranks as the most Tweeted about award show of all time.
Recently, Kristin spearheaded the launch of two second screen co-viewing experiences, MTV’s WatchWith and VH1’s CoStar, that provides fans with an additive and complimentary companion to the primary TV broadcast. The products, available on all iOS devices, feature real time curated commentary from cast members, superfans, as well as one’s own social graph. In addition, exclusive content relevant to the show narrative is provided in tandem with the storyline.
Kristin was most recently Senior Vice President, Multiplatform Distribution and COO for Logo She has also held multiple positions in MTV Networks Content Distribution and Marketing Group, including Regional Vice President, overseeing distribution strategy for MTV, VH1, CMT, VH1 Classic, MTV 2 and Logo. She was recently featured as one of Digital Media Wire’s 25 Digital Executives to watch in 2010. Kristin is a graduate of Northwestern University’s J.L. Kellogg Graduate School of Management and the University of Iowa and currently lives in NY with her family.
Mike Shields is the digital editor at Adweek. Shields has been covering the digital media space for nearly a decade, including stints at Digiday, Mediaweek and Mediapost. Prior to his journalism career Shields spent roughly seven years in the advertising business, planning interactive media for Lowe Worldwide and traditional media for Ammirati Puris Lintas.