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5 Steps to Success on the "Second Screen"

The days of rapt attention to the TV are long over. A recent study by GfK Knowledge Networks shows that over half of the time spent with tablets and smartphones happens while watching TV. So while we’ve got one eye on the tube, the other is trained on “second screen” social apps like Facebook or Twitter. We interact with other viewers to get real-time plot analyses or game scores, and share our opinions of characters or plays with other fans as the show is happening. For example, consumers sent over 13 million Super Bowl-related tweets during this year’s game.

While nearly every brand has its own Twitter account, brand messages get lost in the fire hose of tweets -- owned media only reaches existing followers. That’s why many smart marketers are investing in social ads to break through the “follow” barrier and get their messages heard above the noise of a TV show or live event. 

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So how can marketers develop strategies that take advantage of this “second screen” trend to reach and engage consumers? Here are five steps marketers can take to make the social “second screen” work for them:

Choose a TV audience that's relevant to the brand

The easiest way to choose the right TV show for your “second screen” strategy is to match your target audience to the target audience of the show. For example, if you’re targeting affluent consumers, run your paid social campaign alongside a highbrow live sports event like the U.S. Open or U.S. Masters. If your customers are mid-market 30-something women, piggyback on the premieres of "Gossip Girl," "Pretty Little Liars," and "The New Girl."

Time your paid flight to the show broadcast

This is a basic requirement of any second-screen campaign: your campaign must run while the show is running. Flight the campaign with as much as a two-week lead, maximizing share of voice during the broadcast. And for weekend broadcasts, time a second burst of impressions with new creative on Monday morning, to shape “water cooler conversations” in social.

For big campaigns, staff up to optimize on the fly

A brand’s regular, part-time social media consultant might not be enough to keep up with the real-time action of a major social effort with the second screen. Whether the campaign’s target event is live or scripted, there will be live conversations to manage and ads to adapt and optimize.

To ensure success, set up a real-time “war room” to adapt your campaigns on the fly. You’ll need up to two writers focused on writing. A third person can monitor paid placements during the campaign, reviewing share and click performance so the writers can optimize for messages that work.

With a second-screen campaign for a live event, real-time optimization is critical: you’ll want to take advantage of constantly shifting conversations as events unfold. Your creative should always match what’s happening on the screen.

Target followers of relevant Twitter handles

To reach people who are likely to be watching the event or show, you’ll want your paid social campaign to target followers of relevant Twitter handles before, during, and after the big day. For example, Chevrolet spent big to buy paid social stream ads targeting all Twitter users following @superbowl and @nfl for 48 hours.

You can also target TV show fans in real time, as many viewers keep one eye on their Twitter feed and one eye on the TV screen. For example, a clothing retailer might launch a paid social campaign targeting @GleeOnFox, @Gleeks, and @GossipGirl to supplement their commercial buy during those programs.

Keep it real

The messages you use in your paid social campaigns should tie directly into “fan language” and the real-time events happening on screen. Write relevant creative to fit in with the audience. For example, “Did Serena really just kiss him? At least you can get her look with Maybelline.” Or even more direct: “It’s a touchdown for New York! Now go grab a Bud!”

As consumers increasingly turn to social to get their fill during live events, marketers can and should be incorporating this second screen into their paid media strategy.

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