@TVEngagement: Does Social Media Drive TV Ratings?
Social media companions and multiscreen viewing experiences are now as synonymous with premiere, primetime television as your living room couch. However, what does all this multitasking and social engagement mean for the networks promoting shows? Nearly every major network and cable outlet includes at least one social media component to compliment its linear programming, driving engagement with its viewers. But, why? This panel will explore (and hopefully answer) what is the measurement of success in multi-screen viewing. Does social media directly drive ratings? Does social/digital buzz translate to more eyeballs on the screen, or just more critics? We will delve into how social media is driving tune-in and increasing buzz surrounding linear programming. We will look at spikes in viewership associated with spikes in social media and strong SM campaigns through various case studies and examples.
Colin Helms is Senior Vice President of MTV Digital at Viacom Media Networks. In this role, he leads both the day-to-day operations and long-term strategic growth of MTV’s digital initiatives, including the programming and production of original video, editorial, games and apps for MTV.com and related digital platforms. Working closely with both sales and integrated marketing, Colin has driven strong revenue growth during his six-year tenure, including a 50% growth in unique visitors and 265% growth in video streams.
Under Colin’s leadership, MTV.com has become one of the most visited online music destinations, and MTV has become one of the largest brands on Facebook and Twitter, with nearly 100 million fans and 4 millions followers, respectively. MTV ranks as the #1 brand on new platforms such as Foursquare and Instagram, and is currently the #1 TV brand on Tumblr.
Colin also plays a vital role in amplifying MTV on-air programming through transmedia and social co-viewing experiences, particularly around MTV’s successful multiplatform tentpole events. Most recently, the 2011 Video Music Awards resulted in record-breaking stats on all screens, with more than 2 million unique visitors and more than 10 million page views to the site. On social, the event broke records for the most mentions on Twitter per second and currently ranks as one of the most Tweeted award shows of all time.
Colin’s past responsibilities for MTV Digital include VP of Programming and Editorial Director. Prior to MTV, Colin was one of the founding editors of the urban men’s lifestyle magazine Complex and the editor-in-chief of the college music journal and annual music festival CMJ.
David Jones joined Shazam in April 2010, bringing over 20 years experience in marketing, business development, and product and business strategy. At Shazam, David is responsible for all aspects of Marketing, including consumer marketing, segmentation, research, business intelligence, brand, PR, communications, events and partner marketing. David focuses on driving customer acquisition, engagement, activity and retention – and building the brand and reputation of Shazam in its respective industries and with consumers – through a wide variety of programs and initiatives. David is based in Shazam’s Palo Alto, California office.
Senior Vice President, Marketing, Bravo Media
As Bravo Media's Senior Vice President, Marketing, Ellen Stone oversees the development of all brand strategy, consumer advertising, ad sales, digital and licensing/merchandising marketing for the network. She also serves as a member of Bravo's senior management team shaping the network's overall strategy.
Under Stone's leadership, Bravo has enjoyed great success, with multi-million dollar campaigns for series such as "The Real Housewives of New York City,” “Top Chef Masters” and ‘The Fashion Show.” She has also spearheaded the network's innovative digital marketing partnerships with sites including Yahoo!, YouTube, and Facebook. Stone is the mastermind behind some of Bravo Media's most successful ventures, including the best-selling "Top Chef: The Cookbook," which is currently in its fourth printing, "Top Chef: The Tour," the nationwide promotional tour that features a customized traveling "Top Chef" 18-wheeler semi-truck, currently in its third cycle, as well as numerous other “Top Chef” brand extensions including wine, knives, board games and flowers. Additionally, under Stone’s watch, her team has earned an IMA Outstanding Achievement Award for “The Fashion Show” marketing campaign, as well as three CTAM Mark Awards.
Stone joined Bravo in 2006 as Vice President, Consumer Marketing. Previously, she served as Director, Consumer Marketing at Lifetime Entertainment Services, where she was responsible for managing all off-air consumer marketing efforts for Lifetime Television.
Additionally, Stone worked at Bozell Worldwide, where she served as Partner and Management Supervisor of the National Fluid Milk Program, overseeing strategic and creative operations of the Dairy Management Milk Board. Earlier, Stone worked at J. Walter Thompson, first as Senior Account Executive for the Bell Atlantic Corporation and then, as Partner, Account Supervisor on Unilever Pepsi-Lipton Tea Partnership, Lipton, Lever 2000, and Wisk.
Stone joined Bozell Worldwide from Wells Rich Greene BDDP, where she served as Senior Account Executive for International Business Machines. She began her career at Margeotes Fertitta & Partners where she served as Sr. Media Planner, before being made an Account Executive.
Stone holds a bachelor's degree in Marketing and a minor in French from Lehigh University School of Business and is a graduate of CTAM University, Harvard School of Business. She currently resides in New York City.
As Food Network and Cooking Channel Senior Vice President Marketing & Brand Strategy, Susie has been a driving-force in all aspects of messaging for both brands. Joining the network in 2001, Susie has been tasked with managing the evolution of Food Network’s brand as well as driving the introduction of Cooking Channel’s -- across all consumer-facing creative communication, including on and off-air advertising, creative services, partnerships, publicity as well as digital marketing and defining the brands voice within the social media landscape. In addition, Fogelson has been integral in aligning support for key network initiatives among national and affiliate ad sales, as well as developing fully-integrated marketing plans for new business and the brand extensions priorities; ultimately, helping to drive the prime-time ratings within the core demographic to record highs. Susie continues to expand her role by working closely with the network’s talent on defining their individual brands and creating opportunities within the marketplace. Additionally, Susie is in her eighth year as a judge on Food Network Star.
During her free time, Susie enjoys cooking, exercising, shopping and reading. Though, what she enjoys most about working at Food Network is the passion everyone has for their job. Susie and her husband have two daughters: Isabel, 6, and Ingrid Lily, 4.
Vice President, Text 100 Global Public Relations, New York
Tara O‘Donnell has 16 years of consumer and corporate communications experience and currently co-leads Text 100‘s Consumer Sector. At Text 100 Tara currently oversees the MTV, VH1, Food Network, KAYAK.com and Shazam accounts. Tara is responsible for crafting strategies and providing counsel on messaging and positioning as well as digital initiatives for several clients across the agency including British Airways and Nokia. Her experience in the consumer arena is diverse but Tara has also led initiatives for organizations such as Cisco and GE. Prior to joining Text 100, Tara spent five years leading North American Corporate Communications for Samsung Electronics, playing a pivotal role in shaping Samsung‘s brand identity as a digital technology leader in the U.S., Canada and Mexico.