Spark up a conversation

Jenny Davidson, campaign manager at Rocket, who attended Channel 4’s 2009 Plannertarium, describes how TV planners can use social media to get their messages talked about beyond the 30-second spot.

With sales of the Slanket [a fleece blanket with sleeves] at an all-time high last Christmas, how could anyone doubt TV viewing is in good shape?

Okay, harder evidence might be the fact that impacts were looking healthier in 2009 or the US Superbowl surpassed the M*A*S*H finale as the most-watched programme in the US.

We all know there is a future in TV, but the way it is being consumed has changed and we cannot ignore the effect new media has on traditional media, especially social media.

When we refer to getting our TV advertising talked about, we are no longer necessarily suggesting those watercooler moments – these are important, but few and far between – but about extending beyond the 30-second spot and getting your message talked about for a longer period of time.

It is about getting the best out of social media to cultivate an emotional connection that will allow your TV to become part of the conversation. This will in turn make it more relevant to the viewer, and therefore less avoidable and ultimately more enjoyable to view.

Although it isn’t often referred to as such, it is fair to say TV is a social medium in the sense that it is often at the centre of the family home.

Social media is the buzzword on everyone’s lips, but if it is to generate robust sales, TV is an important complementary medium on which to build the foundations that will engage, entertain, educate and enthuse your viewers to go online and search for your brand.

TV has the ability to make a lot of noise and provide the quality sound and vision to give your campaign the kickstart it needs – not to mention some great broadcast reach – but to get the best out of it, we need to acquire space to facilitate the “talkability” element.

By “talkability”, we are not necessarily talking about some lame effort to show the behind-the-scenes or the making-of the ad (unless the footage is amazing, of course!), but adding richer content over time that will spark conversations.

Here are some thoughts about how best to engage when planning TV:

1) Conversation planning – think about the conversation you want to have with the consumer instead of how the campaign/ratings should pan out.

2) Be a listening post – use TV to create an announcement for viewers to go online and share their thoughts and build a community. Subsequently, take these formed relationships to a broader stage using TV and complete the circle.

3) Be consumer informed and transparent – showcase the transparency on a broadcast platform by demonstrating what is being said about the brand and how the brand is reacting to these views.

4) Iteration – less of the one-size-fits-all, build a story about your brand over time adding new creatives and concepts to spark more conversations and hold interest.

The proof of TV success is no longer sought solely in sales performance – or humour! – but in how well and for how long your brand is being talked about in the social media space.

To apply for the Plannertarium 2010, please visit www.channel4sales.com.