Thursday, October 09, 2014

Social Media success case study: Our Perfect Wedding

This show surprised many; no one actually believed it will succeed in the beginning. Produced by Connect TV, Our Perfect Wedding is already in production for its fourth season on Mzanzi Magic. This goes to show that when something is good, SA will embrace it and the channel will keep on asking for more.

Mzansi Magic is airing best episodes from the last season while the producers are working on a new season. This is great #OPW as they won’t disappear in conversations especially online. Nothing is as good as people freely talking about you.

It is very difficult in SA right now to get Facebook and Twitter users to freely tweet and post about your show, you are should damn capitalise when they do so. Hence, TV shows need to start calling in Social Media agencies who understand the TV industry to help them with good Digital Marketing strategies. Not only will this make sure they have a smooth running Social Media presence, but will also help them in monitoring successes and failures. As a producer it is one thing producing a great show but another to make sure it continues to capture the hearts of South African television viewers and stays the talking point on social media and print.

But the #OPW trended with almost every show, with Facebook tailing behind. Facebook boosts over 9.4 billion users in SA but it’s not a great platform for live events due to its News feed or Reach changes.

News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300.

Twitter on the other hand is reliable for TV shows, and live events. But, if the show is not up to standard or received by the audience, it will feel like Facebook.

Stats for Our Perfect Wedding

52 863 page likes on Facebook
On average; over 35 shares on updates (posts), 200 likes and 30 or more comments when the show airs
#OPW trended for 24.5 out of 26 episodes (3rd season)

This is very good for a programme airing on DSTV. You pay for the service so with SA’s dwindling unemployment stats, #OPW should teach other programmes on their stable winning formulas.

Anyway, DSTV recorded around 500 000 subscriber growth last June, full story here

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