Proulx is a Senior Vice President and the Director of Social Media at Hill Holliday, a renowned advertising agency based in Boston, where he leads a team with a focus on cross-channel integration, emerging and social media. He has spent the last 17 years working at various interactive, high-tech, and new media companies on the agency-side, client-side, and as an entrepreneur. He has spoken at dozens of events and has been widely featured in the press including The New York Times, Fast Company, TV Guide, Forbes, BusinessWeek, Mashable, BuzzFeed, and NPR.
Proulx conceived, produced, directed, and co-host the TVnext summit, which took place in early 2011 and 2012. He is the co-author of Social TV, a best-selling book from Wiley publishing that launched in February of 2012. He is also the host of the social TV web series, ?The Pulse on Lost Remote?. He holds a Master?s degree in Computer Information Systems from Bentley University and in 2012 was named the Ad Club?s Media All Star.
His opening keynote is titled, ?Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile.?
Search Engine Watch (SEW) asked Mike Proulx (MP) five questions about his upcoming keynote. Here are his answers:
SEW: How does the convergence of television with the web, social media, and mobile change our behaviors and shake up our long standing beliefs about TV?
MP: There are those who believe that television is a traditional medium with an impending death. The web, social media, and mobile have evolved TV into a multi-screen experience that transcends devices. Not only are we watching more television than ever before, we?re interacting with programming on the ?second screen? in ways that enrich storylines and bring us together to virtually co-view. The modern era of television is a new media that?s more social, more connected, and more portable?and because of this TV is more alive than it?s ever been.
SEW: How has social media created a new and powerful "backchannel" and why does this fuel the renaissance of live broadcasts?
MP: There are a ton of posts happening in social media about any given TV show as it airs. Since Twitter is open and public, it acts as television?s backchannel filled with real-time commentary and conversation ? And it?s not just about TV series but also TV commercials giving producers and marketers instant feedback about their content. Live television events are seeing some of the highest ratings in years and social media brings a level of community and connection to TV watching the likes of which the medium has never before experienced.
SEW: Can you give us some examples of how mobile devices allow us to watch and interact with television whenever and wherever we want?
MP: Tablets, smartphones, and laptops enable television?s portability but it?s apps like HBO Go, ABC Player, Xfinity Remote, and CNN that deliver ?TV? content via those devices. And in the 4G world of mobile, we can watch TV in places once inconceivable. My favorite spot? Laying out on the roof deck on a warm summer night with my iPad in hand streaming HBO?s The Newsroom.
SEW: Why would ?connected TVs? blend web and television content into a unified big screen experience that will bring us back into our living rooms?
MP: Apple TV, Roku, Boxee TV, Google TV, Samsung Smart TVs, etc. stream online video (that was once relegated to our computer screens) onto the ?big screen? of our living rooms. HD YouTube clips suddenly come to life in ways that are far more impactful and dynamic than tiny smartphone screens further blurring the lines of what?s ?TV.? While the notion of TV everywhere lets us watch TV at will regardless of our physical location, the increasingly seamless ability to channel streaming video through the TV set makes the living room that much more compelling.
SEW: With the television landscape changing, why should brands approach the medium once labeled ?traditional? as new media?
MP: TV has become mashed up with the Web, social media, and mobile. Television networks, providers, brands, and agencies must continue to unshackle themselves from dated business and advertising models and rediscover television as a new medium. This means planning television and digital together to tell stories across devices and engage viewers with TV experiences not just TV shows. The speed, scale, and degree of change that has and is happening create enormous opportunity for those brands who have the courage to innovate.
SES New York 2013 offers a variety of conference passes and on-site training. If you register by Thursday, March 7, 2013, you can save up to $600 on Platinum or All Access passes.
For more information, click on Rates and Registration Details. Group discounts for 4 or more pass holders from the same company are also available by contacting [email?protected] and are the best value for the lowest price possible.
I should disclose that SES New York is a client of my agency. But, trust me, TV is not dead yet.
Become an Expert Digital Marketer at SES New York
March 25-28, 2013: With dozens of sessions on Search, Social, Local and Mobile, you'll leave SES with everything and everyone you need to know. Hurry, early bird rates expire February 21. Register today!
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