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.

1. ABC Network
digital strategy
Jess MOnack

2. agenda 1. 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

3. 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.

4. Traditional TV LAndscape
Fewer screens
to choose from
Handful of
major networks
Missing your
favorite show
meant being out
of the loop at
the watercooler.
Imagine: No DVRs!

5. 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
{{
“Traditional” competitors

6. ABC as a brand
Rarely reprise old shows
regularly attract cult followings
commited to content that is original & different
Innovative, Current, Modern

7. ABC & Tech
1st to develop & incorporate an interactive ipad app

8. ABC has been a pioneer of contemporary
content and delivery.

9. Shift in the landscape
THe Power of Choice

10. Shift in the landscape
Redefining “Remote Control”
Miso ToutVIGGLE

11. “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 landscape
Moving forward

12. Opportunity
Second 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.

13. Over-index for review sites
like rotten tomatoes &
yelp: see value in taking
the time to write
reviews & share their
experiences with others.
our audience
connoisseurs of television
Millennials 18-24
define self through media
pop culture expert
google = external brain
Social MEdia Fiend
everything in real time
except
television

14. “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 audience
connoisseurs of television

15. Insight
Watching Television is
inherently social: the best
part about watching shows is
having conversations about
them with other people.

16. Insight
Convo Opinion Critique Curation

17. 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 Goals
What do we want to encourage?

18. ABC’s entertainment
experience promotes
personalized curation
through sharing.
What We’re Communicating

19. The only way to be a true aBC Critic
is to be the first to watch.
How We’ll communicate it
a 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.

20. Curation
Platform
Twitter
tumblr
Facebook
Supporting Touch Points
Where will it live?

21. THANK YOU!

22. Sources
traditional competitors:
shift in landscape:
new competitors:
abc brand:
Shift in Landscape Quotes:

23. ipad app:
second screen:
audience:
insight: