This session will tell the story of how Fox used audience insight gleaned from social media along with Facebook streaming to increase engagement, positivity and brand attribution with their new show, OUTCAST.

1. SocialIntelligenceRevolutionintheMediaIndustry
© FOX Networks Group. All Rights Reserved

3. Consumershavemorechoicethanever…
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4. 136shows
409shows
500+shows
2016
= 5 months
continuous viewing
20152000

5. “It used to be that a show scheduled at
10 pm competed against everything
else at 10 pm.
Now it competes against everything
else ever made.”
John Landgraf, FX

6. CreatingEventTV
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7. 2016
Scheduled TV On-demand TV

8. 2016
Social
Personal
Context Content
FOMO
EVENT TV
ESCAPISM
PERSONAL
INTEREST
UNWIND
COMFORT

10. Outcast
Facebook Live
Media 1st Added value to fans
Branded Environment
TV as a shared
experience

11. Outcast
Brandwatch
Aggregate data for key
EU social accounts
Deeper audience insightsQualitative conversation
Differences across our
social sites

12. Outcast
Results
Bring new fans to FOX FB
page
Positive engagement with
show and channel
Understand social the
audience
Drive engagement with
Outcast content
On the day of the stream the UK page saw almost
double the page likes from the previous day
A 320% uplift in positive comments on the UK page,
and drove strong brand appreciation, with many fans
thanking the channel for the initiative
Able to segment the type of individuals who were
sharing/commenting around the live premiere on
Twitter and the different types of conversations
happening on Facebook
The stream drove a peak in conversation volume
during the tracking period.
To date it still remains the 4th most engaged with piece
of content on the FOX UK FB page, after TWD posts

13. Outcast
Insights
Qual
 What was driving conversation: Which areas to capitalise on during the
subsequent social campaign
 Market differences: Which parts of the campaign/episode resonated
better with some markets than others
 Conversation around characters: e.g., Philip Glenister very popular in
the UK
 Potential barriers to not watching
Qual
 Driving emotional connection with FOX as a channel
 Using FB Live to create buzz around the linear TX
Quant
 Pushing the audience to FOX social pages, and at a specific time
 Making the different social platforms work for the various campaign
objectives
Quant
 Season 2 influencers
 Which content working/not working with the social audience
 Twitter audience segments

14. THANK YOU