This post will look at how Twitter and tweeting is used to advertise and create a buzz for the BBC1 TV chat show, The Graham Norton Show which has been airing since February of 2007.
Advertising for The Graham Norton Show uses traditional nonchoice-based impressions such as a TV trailer or magazine advert. This is the type of advertising has the potential to reach a large and varied audience regardless of that audience not having sought it out. Tried, tested and most definitely efficient The Graham Norton Show has kept up with modern times and the rise of social media by embracing choice-based impressions too. Choice-based impressions is the type of advertising made possible by the internet and social media, such as specifically choosing to click on an online ad, to watch a video or to search for a Twitter hashtag. (that has perhaps been seen in a nonchoice-based advertisement like a magazine poster)
'We are leaning forward when we engage with this kind of advertising and, therefore, our receptivity to a brand's message is at its peak. This makes the value of choice-based impressions worth a substantial amount to advertisers who can accomplish similar goals by using nonchoice-based impressions, but with a much lower volume and, arguably, higher impact.'
Taken from the eBook Social TV: How Marketers Can Reach and Engage Audiences this clearly illustrates the benefit of choice-based impressions. For example who has chosen to go to Twitter and search #TheGrahamNortonShow is far more likely to go on to then watch the show than someone who has seen a TV advert for it in between whatever they have chosen to watch on TV at that time.
The marketing team for the show has made good use of the official Twitter page since joining Twitter in December of 2010. #TheGrahamNortonShow is used for live-tweeting whilst the show is airing on BBC1. The following is taken from here.
'Because of Twitter’s real-time platform, TV shows or live televised events are some of the most talked-about topics on Twitter. Simply put, people enjoy the shared experience of tweeting while they watch TV. It lets them connect with other viewers, as well as the stars or producers of the show who are also on Twitter.'
The Graham Norton Show team themselves live-tweet during the show. They tweet a variety of different things, such as images being used on the episode, screenshot images of the episode, quotes from the guests on the episode, or just general observational comments. This achieves two things. First it captures the attention of those who follow the Twitter page, or have a seen a retweet, but are not presently watching the show to perhaps tune in Live, or prompt them to later watch the episode on the BBC iPlayer. Secondly, this allows those who are already watching the episode to live-tweet too either by retweeting or replying to the Official Twitter pages tweets, or to post their own tweets featuring the same hashtag.
In the week running up to a new episode airing the Official Twitter page will provide several different tweets a day. Some of those tweets may feature clips from the last episode with reminders that the episode can still be watched on the iPlayer. Other tweets might be of what is to come in the next episode, such as information on what guests will be on the couch.
The host Graham Norton also uses his personal Twitter page to self-promote the show. He does this by featuring @TheGNShow in his personal tweets about the show, thus directing those who see his tweet to go and have a look at the Official page too.
Sources and Additional Reading
Social TV: How Marketers Can Reach and Engage Audiences, 2012 John Wiley & Sons, eBook available from here
https://media.twitter.com/best-practice/using-hashtags-for-tv
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