Syfy Social Landscape Report
Transcript of Syfy Social Landscape Report
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Methodology
• Using Brandwatch, we listened to relevant menGons and conversaGons over a period of two month: • Reviewed conversaGon volume, numbers of fans and
followers, and trending topics • Analyzed branded content on branded social media
channels. • Date queried: March 1 – May 9, 2014 • LocaGon: U.S. only
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Top Sites:
Defiance Social Media Audit Branded Channels: • Facebook Fans: 336,414 • TwiWer Followers: 34.6k
Men4on History
Social Men4ons: • Volume: 1556 • SenGment:
• 188 (12%) PosiGve • 344 (22%) NegaGve • 1024 (66%) Neutral
• Announcements: The volume of conversaGons around Defiance could be low because the show is currently on hiatus. However, there was an increase of menGons about season 2 YouTube videos on April 9th, and May 8th when the new season trailers were released. Another popular topics in the past two months was that Linda Hamilton was guest-‐starring on the show. Fans generally got excited about show announcements and news. Syfy can capitalize on this interest by providing teasers before any kind of announcement.
• Show vs. Game: There were many menGons about Defiance the game as well. Since games and sci-‐fi communiGes are closely connected, Defiance can benefit greatly by an integrated cross-‐markeGng strategy.
• Branded Content: Branded content such as D-‐Fact and a unique take on Cinco de Mayo post saw an increase in engagement, especially in shares.
Gender Distribu4on
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Helix Social Media Audit Branded Channels: • Facebook Fans: 40,252 • TwiWer Followers: 11.5k
Men4on History
Social Men4ons: • Volume: 6549 • SenGment:
• 1094 (17%) PosiGve • 1088 (17%) NegaGve • 4467 (66%) Neutral
• Huge Engagement in TwiCer: Helix only has 1/3 the TwiWer following of Defiance, but the engagement rate is much higher.
• Dis4nct Voice: Helix Facebook and TwiWer accounts have a very personal, disGnct voice that shows a genuine excitement about the show. People share its senGment by retweeGng and favoriGng posts.
• Branded Hashtags: All of the spikes in the conversaGon surrounded branded hashtags that celebrate program specific announcements and content. (Ex. #HelixBDay, #RenewHelix and #Helix500. )
• Variety of Images: Although the majority of the content on the Helix Facebook page is sGlls from the show, these images vary in sizes to add variety to the pages visuals.
Gender Distribu4on
Top Sites:
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Sharknado Social Media Audit Branded Channels: • Facebook Fans: 43,675 • TwiWer Followers: 26.7k
Men4on History
Social Men4ons: • Volume: 69k • SenGment:
• 7593 (11%) PosiGve • 19k (18%) NegaGve • 42390 (66%) Neutral
Gender Distribu4on
Top Sites:
• Strong Emo4ons: Compared to Helix and Defiance, Sharknado brings out a stronger reacGon from people. They either love it or hate it.
• Sharks + Pop Culture: Sharknado’s posts that combined pop culture and sharks had a higher engagement rate than Sharknado 2 promoGonal tweets.
• Sharks = Sharknado: Sharknado lei such a strong impression on people that whenever they see anything shark-‐related, they immediately make a connecGon to Sharknado. This could present an opportunity for us to play off shark-‐related content and trends in social media and direct those fans to Sharknado.
• Men Like Sharknado More: Our data shows that men not only have a majority of the conversaGon, but the difference between male and female engagement during conversaGon peaks is also bigger compared to Helix and Defiance.
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The Opportunity: More Variety
• Across all social media channels, posts that featured current events or used new/meme-‐like formats got a higher engagement rate.
• Defiance’s D-‐Fact series • Shark-‐ifying famous figures • Helix’s homage to “Keep Calm” poster
• Diversifying social media content is an effecGve way to present a fun, fresh approach to fans and potenGal viewers alike.
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The Opportunity: Branded UGC Campaigns
• All three shows have a passionate fan community that shares their love through user-‐generated content. While Syfy is doing a great job by retweeGng and featuring fans in their TwiWer stream, there is an opportunity to further the engagement by creaGng a branded UGC campaign.
• Fans will appreciate that Syfy is acGvely listening and engaging to their passion for the shows while Syfy can benefit by having suitable—and fan-‐approved—material that can increase fan engagement and further the overall markeGng strategy.