abc network digital strategy
DESCRIPTION
Course: Digital Strategies, Fall 2012 Instructors: Frank Marquardt (The Barbarian Group), Matthew Scott (West) The Challenge: TV audiences are choosing not to watch shows during original air times. Create a holistic digital strategy that will drive appointment viewing and encourage overall greater loyalty to ABC’s hit properties.TRANSCRIPT
ABC Networkdigital strategyJess MOnack
agenda1. Challenge
2. Traditional TV Landscape & Competitors
3. ABC’s Role in TV Landscape
4. Shift in Landscape & New Players
5. Opportunity
6. Audience
7. Insight
8. Solution & Positioning
9. Creative Thought Starter
10. Supporting Touch Points
“If it weren’t for Philo T. Farnsworth, inventor of television, we’d still be eating radio dinners.” -Johnny Carson
OUR CHALLENGE
TV audiences are choosing not to watch shows during original air times.
We Need to create a holistic digital strategy that will drive appointment
viewing and encourage Overall greater loyaLTY to ABC’s hit properties.
Traditional TV LAndscape
Fewer screensto choose from
Handful ofmajor networks
Missing your favorite show meant being outof the loop at the watercooler.Imagine: No DVRs!
Make ‘Em Laugh Tried & True
Family Guy
American Dad
Cleveland Show
The Simpsons
New Girl
Mindy Project
American Idol
the office
Parks & Rec
30 Rock
Community
Go On
Late Night Shows
Law & Order
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“Traditional” competitors
ABC as a brand
Rarely reprise old showsregularly attract cult followings
commited to content that is original & different
Innovative, Current, Modern
ABC & Tech1st to develop & incorporate an interactive ipad app
ABC has been a pioneer of contemporary content and delivery.
Shift in the landscapeTHe Power of Choice
Shift in the landscapeRedefining “Remote Control”
Miso ToutVIGGLE
“WE used to have the few people in your living
room that you were having a shared
conversation with about what you were
watching, it’s now exploded beyond the bounds
of the living room and it’s the world that’s
having a conversation about what we’re all
watching.”
-Dick Costolo, CEO Twitter
Shift in the landscapeMoving forward
OpportunitySecond Screen
86% of people are using one of their
other devices While watching television.
We can reach our audience in more ways and on more screens than ever before.
Over-index for review siteslike rotten tomatoes &
yelp: see value in takingthe time to write
reviews & share theirexperiences with others.
our audienceconnoisseurs of television
Millennials 18-24define self through mediapop culture expertgoogle = external brainSocial MEdia Fiend
everything in real time
except television
“I would be less into a show
if someone took away all my
social media, because you
wouldn’t have somebody else to
share that with and get them
involved...” (Ad Age)
our audienceconnoisseurs of television
Insight
Watching Television is
inherently social: the best
part about watching shows is
having conversations about
them with other people.
Insight
Convo Opinion Critique Curation
Think: abc delivers the most current content in the most innovative ways.
Do: Engage with shows and each other during original air times.
Feel: more than just caught up on a show, they’re the experts on it.
Strategy GoalsWhat do we want to encourage?
ABC’s entertainment experience promotes personalized curation through sharing.
What We’re Communicating
The only way to be a true aBC Critic is to be the first to watch.
How We’ll communicate ita community of connoisseurs
we need to create a platform where people’s reviews, comments, and related posts can exist
and are up for discussion only during original airtimes and for a limited period
directly following.
Curation Platform
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Supporting Touch PointsWhere will it live?
THANK YOU!
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new competitors:
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abc brand:
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Shift in Landscape Quotes:
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ipad app:
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second screen:
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audience:
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insight:
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