Sue Funke - 4 Social Media Lessons For Generation X
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Sue Funke - 4 Social Media Lessons For Generation X
- 1. TV LAND IS GETTING..
- 2. GENERATION X: SHARE OF TIME SPENT
- 3. GENERATION X: “I AM ________ ON SOCIAL MEDIA EVERYDAY”
- 4. THE POWER OF THE STATUS UPDATE
- 5. THE POWER OF THE STATUS UPDATE
- 6. EASY ACCESS + CHANCE TO SHOW OFF= REACH AND ENGAGEMENT
- 7. WHEN IN DOUBT, GO CUTE
- 9. TV QUOTES THAT INSPIRE
- 10. GET INTO SEARCH
- 11. TWITTER : THE BUZZ MAKER
- 12. WHEN IT COMES TO GENERATION X.. REMEMBER READING IS FUNDAMENTAL.
Editor's Notes
- This is not your Grandma’s TV Land. We’re not just Hot In Cleveland anymore. Today, TV Land is getting Younger in many ways. One of which is our new show by SATC creator, Darren Star. TV Land has always focused on the 40 year old demographic, but now that demo is Generation X and as Senior Digital Bran Manager I have to take that into consideration with all of our Social Media posts. How do you talk to Generation X?
- Facebook and Pinterest was where we decided to focus. Source: comScore Media Metrix Multi-Platform, “Marketing to Millenials: 5 Things Every Marketer Should Know” Feb 2014
- Our research department compiled content from several different outlets, this one points out that while they might not always engage, they READ. Generation X is also known as the “Me” Generation. Taking these two things into account we started a new post strategy on Facebook. Source: Media Behavior Institute, “USA Touchpoints” as cited by MediaPost, May 2013
- We’re changing our target audience, so our programming is changing as well. We’re focusing on comedy programming, and adding shows like Family Feud. The first we did was a picture post of Steve Harvey with a link to an interactive game we created with Moon Toast. While it performed well, it had an overwhelming negative comment strand. I decided to take the advice of the research studies, and make the status update readable. The comments were interactive with the question and overwhelmingly positive.
- We’re changing our target audience, so our programming is changing as well. We’re focusing on comedy programming, and adding shows like Family Feud. The first we did was a picture post of Steve Harvey with a link to an interactive game we created with Moon Toast. While it performed well, it had an overwhelming negative comment strand. I decided to take the advice of the research studies, and make the status update readable. The comments were interactive with the question and overwhelmingly positive.
- This post was triple the reach of all of our posts this week. It plays into the Generation X love of showing off, and the fact that it’s all text makes it easy to read and load while this “time poor” generation. (250 comments on this post)
- A lot of our pages want the older TV Land, and we need to show them that the new version is even better. And if a status update doesn’t catch their eye, this absolutely will win their hearts. We did a UGC sweepstakes asking people to share their pics with their animals. While UGC is hard to do, with a dog this cute as the poster child for the campaign, we were able to get hundreds of entries and thousands of votes.
- Speaking of visual, this year we decided to tackle the visual social media platform, Pinterest. We had created boards that were well populated, but when it came to engagement, well, it felt like this. (Click play, the tumbleweed rolls)
- So, going again with the idea of Generation X reading their social media feeds, and that humor and quotes were performing best on Pinterest, according to Pinterest, we decided to create a template where we could put quotes about love, life, and marriage up that were branded. We saw a great respond and finally were engaging with our audience on Pinterest.
- As a TV network on Pinterest, you feel like you’re at a dinner party where everyone is talking about crafting and you’re trying to tell people about a cool new show. It just seems like we weren’t having the right conversation. To change that we thought about what people were searching for and what we had to offer. So, we created a Halloween board a couple of weeks ago with characters from our classic shows in costume to help with costume inpiration. The pairing of writing about costumes, and the nostalgia that the images provide, we’ve seen engagement on almost every pin on the board, and that’s only after a few weeks. Keep in mind, this is a long tail platform, and this is one of the few times we’ve seen a board be successful so soon after posting it.
- Even if Twitter isn’t where our audience is active, they are aware of it and Gen X likes to follow buzz. Which is why we still invest time in Twitter. We tweet with super fans and have even had live twitter parties that have helped us trend on several show premiere nights. If they see it, they will be intrigued enough to watch.
- Generation X is a busy generation, between kids, work and almost too many options for what to watch, it’s tough to get in front of them – and it can be even tougher to know if you do since they’re not as interactive. Don’t fear having updates that don’t have mutlimedia images and videos. A written status that nudges people to brag can help you reach Gen-X. Status updates without image/video are shorter load time, show up in the scroll, can be even more eye catching since it feels more like a Friend post then a page post.