Philip O’Ferrall Talks Social TV @ UbiQ in Paris

by Kate Laverge, Viacom International Media Networks

Philip O'Ferrall, SVP Digital, VIMN

Speaking at UbiQ’s inaugural Digital Entertainment Showcase in Paris, Philip O’Ferrall, senior vice president of Digital for Viacom International Media Networks, was in good company. He followed  Facebook’s Randi Zuckerberg, who discussed the do’s and don’ts of social media, and shared the stage with the CEO of Ogilvy, who highlighted how the TV landscape has changed.

O’Ferrall partook in the conference’s “Social Media Showcase” – a panel of five experts who each shared case studies on how social media can drive profit in the entertainment business.

He used the 2011 MTV EMAs to demonstrate how Millennials consume and interact with content.  With Selena Gomez as our first ever multiplatform host, fans were full integrated in to the MTV EMAs with:

  • 29.M touchpoints on air and online
  • 7.2 M unique to the EMA website, averaging 10 minutes per visit
  • 158M votes cast
  • 6.8M video views
  • 2.4M tweets on show day
  • 3 M MTV Facebook fans and 426,000 dedicated EMA Facebook fans

When it comes to content, Millennials want more than to simply consume it – they want a hand in creating it.  They expect to collaborate and interact with the media and brands they love.  And they enjoy a direct line into the artists they adore through social media.

O’Ferrall concluded by saying that Social TV provides one of the best opportunities to drive linear TV ratings and to help increase advertising opportunities for brands. His presentation also highlighted the importance of constantly measuring the effectiveness of social TV/multiplatform strategies in our ever evolving digital world in order to help deepen relationships with fans and to maximize opportunities for advertisers and brand partners.

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