We are pleased to have Eric Holtzclaw and Kevin O’Connor from User Insight as our guests on this episode of The Bella Buzz podcast. After many years of service conducting high quality user research for big name clients, they decided that it was time to put their experience to use on a topic that is quickly evolving right in our living rooms. They invested their own resources to research how people interact with their televisions and related content.
The outcomes from that research will be presented on October 20th, 2011 at The Social TV Event. Attendees, either streaming or in person, will have access to some of the innovators in this truly exciting space.
Many listeners to the podcast can relate to the fact that people are now participating in some form of social media interaction simultaneous to watching television. User Insight uses a broad definition of social media to include everything from text messaging to accessing major social networks. Participants were also taken off the couch and into the lab to preview some of the latest technologies that will be rolling out. Brands are interested in finding out how these social interactions take place and glean knowledge from User Insight in order to figure out how they fit in.
Content producers are also challenged with competing in the “four screen” environment. The Social TV Event will provide some real world advice on how to develop compelling content that can capture attention, including insight from Dean McBeth who was the digital strategist behind the hugely successful Old Spice campaign. He is one of the many guest speakers attendees will hear from.
Desiree points out that the Oprah Winfrey’s Lifeclass App is breaking new ground in how the television and application world are merging.
A research outcome for User Insight has been the development of Personas. These personas provide a cluster of users based upon behaviors and patterns of buying decisions, technology usage and even lifestyle choices. Brands can use these definitions to determine best communication approaches.
Kevin and Eric have also initiated a unique approach to distributing information before, during and even after the event by incorporating Twitter MC’s, including Desiree. She and Krystelle Lorraine will be providing a direct perspective on the conversation via the #SocialTVEvent hashtag.
For more information about the event, visit the blog at SocialTVEvent.com.
Theme music for The Bella Buzz is Fallen by Digital Chemistry, available for download at the Podsafe Music Network.
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