In 2015, CES created a new series of conference tracks and keynote sessions held at the Aria Resort & Casino, with marketing and advertising as the main focus called C Space. “C Space is designed as a networking hub and ideas center of the growing numbers of advertising, marketing and creative communities attending CES,” International CES Senior Vice President Karen Chupka said in a statement.
“Over the course of the past few decades, brand marketers and creative professionals have flocked to CES in record numbers,” CEA Senior Director of Communications Tara Dunion said. “Most are onsite to serve a specific function, but while they’re here, they tend to discover and take action on the latest digital trends and network with other influencers in the digital content and advertising communities. CEA created C Space at Aria to support those needs while also serving as a central destination for these professionals.”
The C Space exhibit hall was very small and lacked any real excitement, but the sessions featuring speakers from Google and Twitter were amazing.
Mining the data from a half billion daily Tweets is transforming Media & Entertainment.
The first C Space event headliner panel from Twitter delved into how this is achieved now and what is in store for the future.
The panel focused on how television, movies and music generate an unprecedented volume of data, fueling creative innovation. Speaking of which, Twitter won an Emmy for changing the way consumers do TV!
— Twitter Studio (@TwitterStudio) January 8, 2015
Frank Graver, Head of TV Creative at Twitter, kicked things off first thing Wednesday morning talking about #datatainment but quickly handed the mic over to Chris Moody, Vice President of Data Strategy at Twitter who suggested “Twitter data is like getting a pair of super goggles that lets you see the audience in a new way.” Twitter stores all the tweets sent and is effectively building the largest archive of human thoughts that has ever existed. With 500 million tweets per day to be mined businesses can target consumers better by serving ads those individuals will want to see.
Moody’s first case study was the time T-Mobile didn’t have the iPhone and was worried about losing customers. They mashed up data of customers with Twitter data to understand who to target offers to. They reduced churn by 50% in the first 90 days. His second example was Spotify. “After you listen, activate!” If you reach out to Spotify support, among other things, they’ll tweet you a playlist hand-picked to make you feel better. Their customers must love that!
Moody finished up his talk by saying brands must start looking at new ways to think about engagement. The case study here was of an industrial fryer company. They came to Twitter with the goal of using customer data to improve their products. But they didn’t know how to do this because people don’t really talk about factory produced frying rigs. While they might not talk about fryers, they will and do talk about soggy fries! Soggy fries are definitely an indication that a fryer might not be working. And that’s the type of content they mined. As an industry, Moody went on to say, we like monologues, but with Twitter what we must now engage in is a dialogue.
Kirstine Stewart, Vice President, North American Media Partnerships at Twitter stated “Our team works with our partners to unlock the power of the Twitter conversation.” The data can seem overwhelming, but it can be helpful, and they try to guide partners to getting more out of it.
And this was where she brought up a few guests to help give case studies about said claim. Justine Ezarik, Digital Producer and YouTube Influencer as iJustine, David Herrin, Head of Research, United Talent Agency and Brent Weinstein, Head of Digital Media, United Talent Agency.
Justine reminded the audience that she has been with Twitter since it was strictly text messages, a bygone time when one month she saw a 30 page phone bill nearly destroy her wallet because she sent so many tweets. Twitter breaks down barrier to fans, she went on. People will bring printed out framed photos of tweets to her to sign and she feels so amazed when that happens!
Brent and David picked up from there saying that in the old days you put up posters and marketing for films three months before the film hits theaters. Now it’s a year or more ahead of time with much more diverse campaigns. Twitter can also be used to measure response. Does social media impact box office? Definitely. As you can see from the slides prepared below, the volume of discussion for films changes over time, and all of it can be tracked to determine box office success or failure.
Jennifer Prince, Industry Director Media and Entertainment at Twitter then spoke at length with Matthew Marolda, Chief Analytics Officer of Legendary Entertainment.
Matthew stated that Legendary Pictures is trying to transform how marketing is done by moving away from the “spray and pray” approach Hollywood historically adopted by to taking out ads and hoping for the best. Over the last several years they have put together campaigns to be much more specific and targeted. Not target an entire country but those who are fans or could be persuaded. The kid with a Batman t-shirt isn’t an ideal target, he’s already a fan. It’s the people in the middle they’re after. Volume of data is so enormous, that Legendary has 25 people dedicated to crunching the data. To process that can be overwhelming at times, Matthew admitted, but those techniques are evolving.
As Above, So Below was a small horror film they produced and they went onto social media to try and find horror fans. They looked at the types of conversations movie goers were having. The film was set in Paris catacombs, so they looked for folks talking about them, found millions of people. Legendary then ran combinations of offers and giveaways to promote the film with A/B style testing to see what worked and then went stronger on what did.
Michael Fisher, Director, Business Development of Twitter then spoke briefly with Tom Langan, Group Program Manager, Xbox One TV.
The XBOX channel guide shows what people are talking about right now on Twitter in order for consumers to easily make decisions on what to watch next. Much more compelling he says, and this type of integration is what they’re working on with partners like Twitter.
And then just as quickly as CES arrived and then was over, so was the Twitter panel. And of course, the panelists made time for some Selfie and Vine fun before heading to the next event on their schedule.