Transcript Digital Media Measurement Framework

Social Audience: exploring the relevance of
social media activity on the performance of
CMF-funded projects (DM+TV)
Advisory Committee Meeting – Nov 1st 2012
Objectives
Ongoing evaluation of potential new metrics
Share results of CMF’s research +pilot projects
Assess relevance of Social “audiences” for CMF-funded projects
Ignite discussion
CMF’s measurement of “social activity”
For DM projects (Convergent & Experimental)
▶ DMMF’ monitors other inputs (why? to add context)
Newsletter
and RSS
subscriptions,
mails, …
User comments
Reach of the
distribution
platform
Geographic
segmentation
and
demographic
data
Promotion
Budgets
Likes, Tweets,
…
Awards and
nominations
Generated
income
and feedback,
votes and
ratings
(in total sales)
CMF’s measurement of “social activity”
For TV projects (Convergent)
▶ nothing is currently measured/monitored
Pilot Project (Seevibes)
▶ presentation of Results by Laurent Maisonnave
Is there a social audience?
Social Media
Social Mktg
Social
TV/DM
SOCIAL AUDIENCE
Social Media
Definition

Umbrella term

Means for
sharing, creating,
commenting,
curating content
and interacting
with others
(media or users)
= Conversation
Why important?

400M tweets per
day (but only 8% of
Canadians active on
Twitter)

1 out of 8 people
on earth have a FB
account

16,1M FB users in
Canada in 2012
(42%)
Core metrics

Influence

Engagement
Social Marketing

Definition
Why important?
Using Social
Networks as a
marketing tool
to create
awareness and
promote a
Project
• using social media
tools has become
part of the new
“normal” in
marketing strategies.
Core metrics

Exposure

Awareness
Social TV
Definition

the use of social
media (in a
synchronous or
asynchronous
manner) to rate,
recommend or
discuss shows —
during or after
airing
Point of
discussion!
Why important?



62% use social media
while watching TV at
various frequencies.
Social TV market is
expected to reach
$256,44 billion by 2017.
According to Nielsen
(2011), 9% of Social
buzz translates into 1%
increase viewership
Core metrics

Engagement

Exposure

Loyalty

Conversion (?)
Social media ecosystem
Social media ecosystem
Different positions
Priority

Social media
generates data
which helps you
know your
audience better
and we believe
there is a positive
correlation btwn
success in social
audience & CMFfunded projects
Important but
not a priority

Social raises awareness,
which partially converts
into viewership

Social raises
engagement, which
makes some viewers
watch more

CMF should monitor
and continue research
but not a priority to
measure
Not important

Not enough
proofs yet; some
shows with little
to no social
audience still
have good
ratings (and the
opposite)

TV viewers and
social users are
not the same
demographics
Debate
Definition of social audience:
Should we measure?
Core Metrics:
Point of
discussion!
Conclusions- recap
1) Read section “NOTES”