'The Real Magic' Happening Thanks to Social TV: Networks Can Tell Better Stories
On Wednesday, May 9, in New York City, Ad Age is hosting the inaugural Social Engagement/Social TV (SE/STV) Conference. The partial-day event will bring together the best minds from the media, social-analytics, brand and agency worlds. To preview the conference, all this week we're offering brief thoughts from key SE/STV speakers and panelists on the evolution of social engagement.
Today's SE/STV spotlight shines on a rock star of social TV: Jesse Redniss, senior VP-digital at USA Network. He and his team have helped shape how we understand the intersection between social media and TV by launching groundbreaking consumer-engagement initiatives, including Character Chatter, the network's social-messaging platform; USA Anywhere, its second-screen companion app; HashTag Killer, which recently won the Shorty Award for Best Social Media Campaign for Television; and Club Psych, which applies gaming mechanics to the viewer experience.
Redniss tells Ad Age that while a lot of focus is being put on tracking and parsing consumers' "real-time conversations" about TV, the social-TV phenomenon really gets interesting when networks leverage social to transform the creative process. "The real magic is happening around the hyperpersonalized and dynamic engagement experiences that are being created to extend the storytelling threads around these shows," he says. "Our focus at USA is to tell the best stories possible, and we're finding that many of them are greatly enhanced when the mediums extend beyond traditional TV and become organic two-way dialogues of creation with our fans."
What can your brand learn from the social-TV phenomenon? Join the conversation on May 9 at SE/STV. Get more information about the event, including a complete list of speakers and panelists, here. Then register here.