Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Contents

Preface

Acknowledgments

About the Authors

Introduction

The World of Tomorrow

TV Advertising Can Resonate Too

The Internet did not Kill Television

What does this mean for Television Advertising?

Cutting to the Chase

Scan for more

Chapter 1: The Backchannel

Television and Social Media have blended

Meet the Backchannel

The Backchannel is more than Twitter

Twitter Gets more Attention

The Backchannel is Reviving Live TV

Television Networks have embraced the Backchannel

The Backchannel Gets Armed with Filters and Visuals

TV Shows Realize the Power of the Hashtag

Our Tweets are Becoming Television Content

Television Talent Discovers Live Tweeting

Choosing Your Own Backchannel Adventure

Putting all the Backchannel Components Together

TV Shows are Not the Only Backchannel Conversation Topic

TV Spots are learning from TV Shows

The TV Spot Backchannel Conversation Gets Visual Too

Not all Marketing Impressions are the same

Now is the Time for Marketers to Experiment with the Backchannel

Creating the 1 + 1 = 3 Cross-Media Effect

Television’s Backchannel is Fraught with Insights about Your Brand

It all comes Back to Resonance

Scan for more

Chapter 2: Social TV Guides

A Channel Guide is more than Just a Program Listings Grid

The Origin of the Electronic Programming Guide

Interactive Programming Guides Gave TV Viewers Control

Increased TV Content has Led to Decreased Programming Guide Usefulness

Is there Anything Simpler than Word-of-Mouth?

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