Social TV

August 22, 2011

TV is rapidly growing from a mere consumption channel into a social experience. We saw in previous projects, that people seem to like chatting, posting and tweeting while watching TV. Whether football, X-Factor or Eurovision contest, people like to share their views. They critique, criticise, cheer, slag and comment on-line on what’s happening (or on what’s not happening). This response from viewers is not only entertaining, it is also of interest from a marketing perspective. Do viewers find our new ad campaign funny? Now you can find out. Immediately.

Just last week started a project with ClipSure and Modeva. They offer an innovative way to track the effects of TV marketing campaigns on social media. They developed technology to analyse ads and the response to these ads across channels in a systematic way.


Going on-line

February 9, 2011

Silicon Republic, the on-line technology site has had some very interesting headlines in their email updates of late and I thought I would pull out a couple that struck me as relevant to how people engage with the Internet these days…

Users spend 24 minutes per day on Social Networking sites – Cisco

Cisco tells us that Social networking sites have become a fundamental asset for more businesses, with more employees needing to use them to carry out their jobs.  However, many companies are still blocking access to social networking sites during work hours.

Irish software companies on Twitter double to 51%>

This reserach was carried out by Aisling Foley Marketing who tell us that the number of Twitter Irish software companies has doubled in the last year.  They advise us “It makes a huge difference adding the ‘Follow us on Twitter’ logo to your home and contact web pages.

Half of Irish mobile owners use Internet

Another survey just out by Sponge It for Mindshare Ireland who conducted the survey among 1,007 Irish respondents. They found that the most-used smartphone features on a daily basis was search, with 46pc of mobile owners utilising this feature. Email and social networking were tied as the second most-used feature at 39pc. They tell us ”Smartphones give consumers immediate access to brands when they want to find out more whenever or wherever they are”

Talking about smartphones…100.9 Million smartphones sold in Q4

of course, this is a worldwide statistic.  Seemingly Nokia and Apple hold greatest market share but the growth of Android system is helping Samsung sneak up on the others.

Facebook now has 200 million mobile users and is busy working on many mobile apps. 

Not least of them is Facebook Places Write API which develops services based around location.   Facebook Places  allows users to share where they are and what are doing with Facebook friends via their mobile.  Although recently made available (Sept 2010) in UK, Facebook Places is not yet available here.  

Retail will never be the same again and this gives brand marketing and advertising a powerful new tool to build loyalty and customer base.

We are delighted here in NELL to be hosting the next Measure IT event on Wednesday 29th September from 10 to 12pm.

What is Measure It?
People that work and don’t work in social media come together to discuss case studies, share information and contribute to discussions around the broad theme of measuring social media campaigns.

There are generally 3 quick presentations which focus on measurements and then the crowd are given a task to do after being split into groups. This is an information sharing event and a networking event. You should try and work with people you don’t already work with.

This is organised by Mulley Communications

The event is free to attend and for more information on where we are and how to get here, check out the NCI website

Apply for €5k to work with NCI in the Innovation Voucher Initiative, opens Friday


An article appearing in Silicon Republic this morning confirmed that Starbucks is the first brand in Facebook to exceed 10 million fans. According to Inside Facebook blog  Starbuck’s success has been hard won with marketing, promotions and advertising.

Starbucks maintain a very active presence on the social networking site and consiistently has an update or promotion for every occasion. Their page is consistently one of the top 20 fastest-growing pages.

Starbucks’ closest brand rivals on Facebook are Coca-Cola, with just under 7.5 million, and Skittles, with around 6.5 million fans.

Facebook logo

..and it’s 4:1 to Facebook.

Facebook was recently identified by Google as the Number 1 visited destination on the Internet.  This social media giant is now undisputedly a huge part of many users’ everyday Internet experience. Doesn’t it therefore make sense to try and understand a little bit more about what users do once they get into Facebook?

We in NELL thought so and were delighted when two previous clients of ours, Calom Technologies* and Mulley Communications**  agreed, and engaged us to undertake a usability research study looking at the behaviour of Facebook users in Ireland.

So.. What did we find out..?

  • The top three uses of Facebook were: to interact with friends, chat with friends and look at newsfeeds
  • Games were mentioned as a popular Facebook activity in pre-test questionnaire. When questioned directly if they play any games on Facebook, only 11 out of 40 indicated that they do, the most popular game is Farmville 
  • Six participants told us that they used the events feature to issue invites and found it to be very useful. However, 22 participants have responded to invitations in the past
  • The most popular method of sharing TV pages was to use the ’suggest a friend’ option. Users expected more from pages such as: storyline synopsis, biographies, spoilers, interviews, trailer etc.
  • Users find out about pages mostly through their friends recommendations and then subsequently join this page (whether they were interested or not)
  • Participants spent more time looking at adverts on profile and TV pages rather than adverts on News Feed page. 71% of participants looked at adverts on their Profile pages,  31% of users looked at adverts on the News Feed page (homepage). 
  • Users also pay more attention (53% vs. 31%) to page updates in their News Feed Wall rather than adverts to the right-hand side of the Wall.
  • Different age groups spend the same amount of time on pages, but younger users spend less time reading page updates.
  • We found no significant differences in user behaviour between male and female users.

Observations and testing took place in April 2010 in National College of Ireland with a group of 40 Facebook users; the majority of which were aged between 17-25yrs old. Participants were observed performing a set of tasks in Facebook and their behaviour was analysed using Observer XT technology and eye-tracking analysis.  Users also completed surveys and participated in an interview. 

 *Calom Technologies develops software that integrates Internet media content, live TV streams & social networks and delivers this using an online website optimised for televisions.  Calom Technologies were interested in how participants use Facebook when sharing video, and when accessing information and links on TV shows.   

 ** Mulley Communications is a communications training and consultancy company who specialise in business blogging, online marketing training, media training and teaching companies about the latest online trends. They wanted to learn more about how users engage with advertising and media within Facebook. 

Both of these studies were funded by the Innovation Voucher Initiative from Enterprise Ireland.

Google’s DoubleClick AdPlanner stats have confirmed Facebook is the top visited destination on the internet, with 570 billion page views and 540 million visitors.

Facebook logo
The AdPlanner stats reveal that the social networking site Facebook site now attracts 35pc of all traffic on the Top 1,000 websites measured.

Read the full articule on Silicon Republic