In have a review of just how VH1’s ‘Tough Love’ leveraged Facebook

Throughout the Social tv Summit thirty days that is final Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the massive social media will help drive reviews. Since Twitter has significantly more than 800 million active users, many systems have really actually used a method of developing show-specific pages to make and nurture the communities around their programs. This can be as well as the situation that is actual VH1’s ‘Tough like, ’ an actual possibility show about matchmaking and advice this is certainly dating hosted by matchmaker and celeb-host Steven Ward.

Nigel Cox-Hagan, VH1’s Executive Vice President, Creative Group and customer marketing, offered us an in-depth conference as to the way they obtained over 45,000 brand new Facebook fans since the end of September by beginning the “Ditch or Date” Twitter application to show fans that possibly the worst times could have an ending that is delighted. Through the application form, developed employing their agency Attention, they crowd sourced over 10,000 date or ditch votes across 1,0000 tales from fans about their times which can be terrible.

Lost Remote: that that was your path of television that is social ‘Tough Love’?

Nigel Cox-Hagan: Facebook, especially over the last couple of years has exploded to be an extremely platform that is prominent our branding and every thing over the course of the last a long duration. We’ve gone from a single approach, a single VH1 Facebook experience to a multi-faceted, multi-prong Facebook strategy. All of our major Franchises have actually actually their facebook this is certainly web page that is own. Tough Lough, Top Twenty Countdown, our Music programs. We have actually now have Facebook pages when it comes to truth that is certain. That development may function as underpinning of precisely what led us to crate this application for Tough Lough.

LR: What have been the application to your strategy you created on Twitter?

NCH: we understand Tough Love, from three or higher rounds. It was known by us possessed an admirer base this is certainly solid. We knew they actually such as the host, Steven Ward, the love guru, via their unique style of tough medicine of providing love advice. Our strategy happens to be to build Facebook pages, that focus on fans of particular programs, to enable them to get and share and engage in the experience of the show. We made a decision to create a software that replicated a total amount that is large of the audiences discovers appealing. additionally, to own fans whatever they might desire probably the most, the chance to talk to Steven.

In developing this pc computer software, we took one action appropriate straight back, viewed the notion of the date because the process that is main of involved in a relationship. We determined to offer awareness of a date that is romantic a very important factor to share with you, as one thing to fairly share, as the commonality upon which we might simply take the applying. Most of us have an account to fairly share about a disastrous date. Everybody else else loves to hear other individuals horror stories. Every Tough Love fan would like to get advice through the master himself. Finding a strategy to bring the fans, the supporters for the show, exceedingly near along side Steven with a Facebook dialogue and advice that is certain would offer up up to a especially selected date.

LR: Who do you really use to construct the software up?

NCH: Attention. We’ve worked along with them a real amount of that period of time. Extremely smart, actually adaptable, actually funny so we constantly try to have small little bit of humor contained in the branding, marketing and efforts which are marketing. Very skillful.

LR: What kind of successes you might have seen?

NCH: one among our underlying goals, is always to develop the watchers for Tough Love. We’ve heard of fan base grow to 104,000 since we last examined. The time connected with show has simply covered up, they merely did the reunion. We’ve seen a substantial wide range of growth. 45,000 brand name brand new fans since we established the program. We established the program on 23, 2011 september. We had over 10,000 Ditch or Date votes in connection with tales that are different over 1,0000 stories. They weren’t one or three phrase stories, we were holding stories which are horror. Individuals spend lot of the right time explaining whatever they went into. We felt there was demonstrably clearly wide range of comarordorie that the people felt. This idea regarding the date that is terrible.

LR: simply precisely how did you use tv that are linear partnerships to promote the application?

NCH: we’d baked in the show that is leading call-to-action, telling audiences to talk about their stories with Steven. We additionally did a bunch that is complete channel. We caused large amount of lovers. Both electronic and conventional, including, Sheky’s girls out night. We’d have Steven produce a specific glance at Shekys. Steven is found in Philly and we’re based in ny so we’d occasions at Shekys both in places. Steven seemed, hung away and came across their fans. Sheky’s promoted significantly through their very own e-mail, social news and web site. We also partnered with Zagat for a custom Ditch or Date guide, through Zagat, their book and news which can be social.

In addition to promotions which are on-air we utilized designs on our personal the internet sites and adverts within the MTV home. Our blog sites chatted we’d a CRM e-mail, makes it possible for us to fully capture names and demo information across our Viacom household therefore we are able to target most likely individuals who is interested about this. We used our individual social media earnestly, Twitter and Facebook.

There is a Ditch or Date part showcased on Jimmy Fallon that individuals we re able to get along with your press this is certainly decomponentment that is very own component on Elvis Duran’s morning show, that could be syndicated in 41 areas. Buddy tv, Monsters and Critics, Betty Confidential, Pop Crunch, Celebuzz, Hollywood lifestyle, and Social Vixen whom offered linkage or protection.

Influenced by simply precisely what the horror story, we attempted to fit the honor to your story. For example, we offered one participant Dr. Dre Monster Beats headphones so she could block the noise away from her date. It had been the opportunity that is great us to offer a very important factor to your selection of fans, some sympathy and maybe a honor.

LR: What can we expect cash for crisis?

NCH: The show is meant to be likely to New Orleans and there’s a big quantity of difficulty to there be had. Facebook allows us to keep the duration of this franchise place that is taking the period that is linear over. Now we’ve founded a grouped community around Tough adore, that folks can continue to nurture. We currently haven’t gotten the killer concept yet when it comes to advertising that is if the show should come as well as things to look ahead to next we shall certainly be utilizing Facebook in order to tell them.