Executive Summary Broadcasters are using social media to innova tively enhance consumer engagement traditional marketing campaigns and promotions However their approaches to social media are often siloed and narrowly focused limiting the value that ID: 63731
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Embracing the Power of Social Media for Broadcast Business Insight Media and entertainment companies can maximize their programming content by integrating a broadcasting-focused, organization-wide intelligence program with consistent use of social measurement and analysis tools across functional silos. Cognizant 20-20 Insights \r\f \n \t \t \b \f \t\t \f \r \f \f \f \t \b \r \r \t \r\t \f \f \f\f \b \f\f\t \t \f\f\f\f \f \f \t \b \t \f\f \n \f \r\t \f \f \f \b Trailblazers in Social Media \f \r\t \t \f \t\t \f \b \f \t \f \f \r \b \f \r\f \r\f \f \f\t \r \n \f \r\f \f \t \b \f \t \t \r\f \f \t \r \f \f \r\b Talent \f \t \f \r \f \b \t \f \f \t \f \f \n \f \n \f\t \r \f \b \f \f \b€ \f \f \f \t \r \n \n \f ‚ ƒ„\f …\f \f \f \f †‡†‡\f ˆ \t †‡‰ †‡†‡\f † \r \bŠ ‹ ‹ \bŒ † \f Ž \n \f \t\t \f „\f \r \t \t \r \r \b \f \f \f \f\f\f\r \b \t Ž \t \r ‘ \r’ Š “ \t \f „ \r \t \f\f \t \t \f \n\b \f\t \r \r \t \f \t \f\f \f\f \r \b Broadcasters € \f \b”\f \r \r \t \f \n \n \f … \f Œ \f\t \n \b \f\f \r … Œ\t \f\t \r \b “ \r \t \f \f • \f\f€ \n \f \t \t \f \t\f \f \t –Ž †—\b “\f \n\f \f \t \t \t … Œ˜ \t\t \t \n \t \b \n \r\t \f \r \f\t \bŽ \t \f€\t Ž Ž \n\t \t\f \r \f \f \bŽ ’ \f \f\f „\n \t \f \f\f \b \r \f \r …\t Œ\f\f \n \t \f \b\f \t \r\f\t\t \f \f \f \b Twitter followers (in millions)MusicJustin BieberLady Gaga: 35.6MTV: 7.4SportsCristiano Ronaldo: 17.2LeBron James: 7.8ESPN: 6.2TVOprah: 17.7Ashton Kutcher: 14.1CBS: 0.11 € ™ \n \b Ž Celebrities Tweeting Broadcasters to the Punch \t € ™ \b ‰ Ž † The New Social Reality “ \r˜\f \r\f \r \b ‰ Gaps and Challenges „\f \n \f \t \r \t \f \t \r \f \f „\bš \n \t \f \n \b€ \t \b \f\f \f \f\r \n \t\t \f \t \f \f\f \r \f\b \n \r \b \t \t \n\f \t \b\f › \t\t \f \n\b\f \f \n \f \n \f “ œ– € š \nŠ — Š \n \t \t\f \t \t \f €\b\f \f \f \f\r \t\t\r\t\f\r \n\r\t –‚ž—\bš \r \f\r \f \f\f … Œ \t \f \f \t \f \f \n \f \b š \n\t \t \f \f\b\f\r \f ‚ž \f \f \f\r \t\t\r \f \b\f \n \f \r\f \b \r \f\r \t\t\r \n \t\t\r \r \f \f \r \b The Potential of Social Media Data in Broadcasting \f \t \f \t \bš \f \r \r \r \f\t \b\f\r \n \f \f \t \f \t \b \f \r \t –\b\b ” \t \b— \f\f \f \t \b \r \n \t\f \f \t \n\b \f \r \f\f\b \t \f \f ˜\f ™ Ÿ •\t \f \f \t \t\n \n \b Ÿ ˜ \f\t\f \n \n \r \b Ÿ “\t \t \t \b Ÿ € \t\f \r \t\f \n \b Ÿ ˜ \r \t \b Ÿ ž \f\t\t \r \f \f \t \f \t \b Ÿ ’ \t \b Ÿ \n\r \b Ÿ Ž \b Ÿ š \t \t \b Ÿ \t \t \t \b \f\f \f \f \f \b \f \t\t \f\f \t\t \r \f ¡Ž \f \r \n \r \t \f \n \r\f \f \f \f \bŽ \f \f \n \f \r\f \t\t \t \f \r \r\b Many organizations don’t realize they can now lter through the ever-increasing “noise” generated from expanding numbers of users in social media channels, gather messages from fans and customers promoted through social media, and take action on those messages. ¢ Harnessing Social Data to Build Actionable Insight \r\rš‚\r£Š \b \f \t \r \n \b ¢ \t \f \f \f \f \f \t \f \t \f\f \f \n\b \f \f \f \t › \n \t \t\t \b„\f \f \t \f \f\r \t \n \f \t \f \f \f \f \r \t\t \t \r \b \f \t \t \t \b \r\t \n \t \r \f\t \b \f \f\f \f \t \r\t \f\b Listening \f \t \t \r \b\f \f \t \f \r \n \f \t –\b\b \f \f Ž \n’ \t\f ž ž „ \r—\t \f…\f Œ \f „\b \t \t\t \f \f \t \n \f ” \t \f \f \t \r \f\t \b › \r \f …\f Œ\r\t \r ¤ \r\b€ \f \f\bŽ \t™ Ÿ Š \f \f\f \b Ÿ € š \nŠ \f \n – —\n\r\t\f \b Ÿ € \r \t \f Ž \r \f \r \f \t \f \n \n \b \f \t \b„\f \f \n \t \f \f \t \f \r \r \b \n \f \t ›\t \r\f ” € ’\b ¥ „\f\f \f \t \t \r \r \f\f \t € ’ \b\f ” \t …Œ \t \bš \t \b Re ning \f \r\t \b \f \f \t – \t \b— \f \b“ \t \f \f\t \t \t \f \f \t\r \f \f\b \f \r \r \f \r\b \n \f \r \t \t \f¦Ž \b\f \t \b¢ \t \n ‰\b‰§¢ \t \b œ \f \t\r \f \f\r\t \t \n \r \t \b\f \t \r \t\f \t\t \t \b\f \f \t\t \b \f \t \r \t \b € Š ‘ Ž \r \f \f \r \n\f \t \f \r ‘\f ¨ € \b\f \t \t \t \f \t \t \f \r \n \b \f\f The key is aligning the analysis tool with the organization’s social data goals and ensuring that the reporting capabilities, data and analysis can be seamlessly integrated into the work ow. ¥ †‡†‡\f \t \f\n\r \f \r \f\f \f \f \t \t \r \r \f \n \b Work ow and Integration \t \f \r\f \r\f \n \b• ž \f \f \f \t \t \f\t \f\f \t \f \f \b \f ™ Ÿ \r\f \r \n \r\t \b \t \f \t \r \f \f\t \b Ÿ \t \n \b \f \t\f \t\t \t \t \b Ÿ \r \r \r \t \t \r \r \r\b \n \t \n\f \f\f \b \f \f \f\f \f \t \t \r \b ’\f \t \t \n\f ›\f \f \r\b \f \t \r \t \f \r \f \b\f\r \f \t\r \r \r\f \r © \f \f \b“\t \r \n\f \t \r \t \t \t ›\b \n \r\t \b\f \t\t \r \f \t \r \n\f \n \f \t \b Strategy \f \t \f \t \f \n \t \f \r\b \t \f \t \t \f \f \t\b Ž \t \n\t \f Ž \n\t \t \f \b \f \f\t \f \f \f \f\f \b š \f \f \f \t \n \f \f \t\b \f \f \t\t \f\f \t\f \t \b \f \r \f \b \n \t \f \r \t \f \t \t \f \f\b\f \r \r\t\t \r \r\t \r \r \t \n\f\f\t \n \f \n\f \f \b \f \t \t \t \r \t \t \t \t\t \t \r\b Looking Ahead \f \r \r \t \f \b \f \f \t \f „ … Œ \r\f \t\t … \bŒ \f … \f \tŒ –— …˜ \r\f Œ \r \r\t \f \f \n \t \t \b\f \t \t\r \t \f\t \b € \r \n\f \r \t \b„\f\t \r \r \n\f As important and technically challenging as re ning social data is, it can be equally challenging to build a work ow. About Cognizant Š –” €• ª™Š€— \t \f \r \t \f\t\f \t \b \n ”¨ \r–«\b€\b— Š \t \f \r \t \r \t \t \n \f \f \n\b„\f ¥‡ \r \t\t \r¥œ §‡‡\t \r • ‰ †‡† Š \f” €• ª‡‡ \f€£ž¥‡‡ \fŽ ’ †‡‡‡ \fŽ ¥‡‡ \n \f \t\t \t \f \b˜ \b \b ™Š \b World Headquarters ¥‡‡Ž \n„\b \b \n ”¨‡§œœœ«€ ž\f ™¬†‡®‡‡†‰‰ Ž ™¬†‡®‡‡†¢‰ Ž ™¬®®®¯‰§‰†§§ ° ™ \rƒ \b European Headquarters ‚ € ž Š ‘ „†œ • ž\f ™¬¢¢–‡—†‡§†¯§§œ‡‡ Ž ™¬¢¢–‡—†‡§†‡‡† ° ™ \nƒ \b India Operations Headquarters ±¥©¥‰¥ š \f \t “ \n\n\r ž \f \t \n\n Š\f œ‡‡‡¯œ ž\f ™¬¯–‡—¢¢¢†‡¯œ‡‡‡ Ž ™¬¯–‡—¢¢¢†‡¯œ‡œ‡ ° ™ \r ƒ \b © Copyright 2013, Cognizant. \f \b” \t \f \r \t \r \r \r \r \f \t\f \t\r \f \f \f\t \t Š \b\f \f › \f \f \b \f \n \f \f\t \t \r \f \t \b About the Author ¨\bž\b Š Š Š š ° ž \b \f \n\t †‡‡¯ \t \r \r \b¨\bž\b\f š\b \b \b \f« \r \b \f ¨ \b ƒ \b \b Footnotes …”\t \t€ “\t Œ”\t \t € †‡ \f\t™©©\b\t \t\b ©\t©\r©©”ž \t²€ “\t ²€ †‡\b\t \b † …\f Š \r° \f Œ‚ ƒ„\f Ž\b†§ †‡‰ \f\t™©©\n \b\f \b\t\b© \b¡ ³‰¯ \b ‰ Ž \t\t †‡‰ \f\t™©© \b \b ¢ š\f Š\f ¨ š \r\n ¨ \f “\f • Š\f “ \f € ’ \r € š „ … \f€ ° \r™« \n˜ ž \r\f \f€ \f Œš‚\r£Š \b ¨\r†‡†\b ¥ Œ” ”š € ’ Œ\t ” \b† †‡† \f\t™©©\b ©\t ©\t ©†‡†©©””š € ’ž “ Ž” ‘\b\t \b œ …\f \r° \f¦Ž Œ ‘ \b‰ †‡† \f\t™©© \b © ©†‡†©‡©‡‰©\f \r \f © \b \f \f \t \n \r \t \b\f \f \t\r \r \b\f \t \f \t \f \r \t \b \f \t \f \f \r \f\b †‡†‡\f † \r \bŠ ‹ ‹ \bŒ \f Ž \n \f \t\t \f „\f \r \t \t \r \r \b \f \f \f\f\f\f\r \b \t Ž \t \r ‘ \r’ Š “ \t \f„ \r \t \f\f \t \t \f \n\b\f\t \r \r \t \f \t \f\f \f\f \r \bBroadcasters€ \f \b”\f \r \r\t \f \n \n \f … \f Œ \f\t \n \b \f\f \r … Œ\t \f\t \r \b“ \r \t \f \f • \f\f€ \n \f \t \t \f \t\f \f \t –Ž †—\b“\f \n\f \f \t \t \t … Œ˜ \t\t \t \n \t \b \n \r\t \f \r \f\t \bŽ \t \f€\t Ž Ž \n\t \t\f \r \f \f \bŽ ’ \f \f\f „\n \t \f \f\f \b \r \f \r…\t Œ\f\f \n \t \f \b\f \t \r\f\t\t \f \f \f \b Twitter followers (in millions)MusicJustin BieberLady Gaga: 35.6MTV: 7.4SportsCristiano Ronaldo: 17.2LeBron James: 7.8ESPN: 6.2TVOprah: 17.7Ashton Kutcher: 14.1CBS: 0.11 € ™ \n \b Ž Celebrities Tweeting Broadcasters to the Punch \t € ™ \b Ž †The New Social Reality“ \r˜\f \r\f \r \b Embracing the Power of Social Media for Broadcast Business InsightMedia and entertainment companies can maximize their programming content by integrating a broadcasting-focused, organization-wide intelligence program with consistent use of social measurement and analysis tools across functional silos.Executive Summary \r\f \n \t \t \b \f \t\t \f \r \f \f \f \t \b \r \r \t \r\t \f \f \f\f \b\f\f\t \t \f\f\f\f \f \f \t \b \t \f\f \n \f \r\t \f \f \f \f \bTrailblazers in Social Media \f \r\t \t \f \t\t \f \b\f \t \f \f \r \t \t \b \f \r\f \r\f \f \f\t \r \n \f \r\f \f \t \b \f \t \t \r\f \f \t \r \f \f \f \r\bTalent\f \t \f \r \f \b \t \f \f\t \f \f \n \f \n \f\t \r \f \b \r \f \f \b€ \f \f \f \t \r \n \n \f \t \t \t \b ‚ ƒ„\f …\f \f \f \f †‡†‡\f \t †‡‰ Cognizant 20-20 Insights