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Value and Engagement in
the Era of Social Entertainment
and Second Screens
Methodology

Research targets   Nationally representative survey of adults (Ages 18+)

Geographies        UK and US

Field Dates        April 12 - April 15, 2012

Sample sizes       Total n=2,022 (UK n=1,012; US n=1,010)
                   Total sample +2.18% (in 95 out of 100 cases); Country sample +3.08% (in
Margin of Error
                   95 out of 100 cases)
Setting the scene – 6 years of DERT research
Valuing Entertainment
                        4
Appreciation of Value at a Three-Year High

        Value is up across all of the entertainment sources in 2012,
        following 2011’s low.




                    40%
          34%                                    36%
                                                                              32%                          32%                           30%                30%

                                      18%
                                                                   14%                          13%                          13%                  14%




     Social networking             Film producers/              Music companies               Cable television                Gaming           Satellite television
            sites                   Movie studios                                               providers                    companies             providers



                                                                                                                                 2011              2012
Q8. Thinking about the entertainment provided by each of the following entities, how much value do you think they provide, in general?
Base: All respondents (n2022)
Entertainment Everywhere
Frequent Sources of Entertainment
        TV and the internet remain the most used sources of entertainment
        year-over-year, while cinema/movie viewership continues to decline




         60%               57%                                      58%                                60%                   58%
         55%                                                                                           55%                                                          TV
                                           49%                                                                                                  47%
         50%                                                    TV                                     50%
                                                                                                                                                                                 45%
         45%                                                                                           45%
         40%                                                                                           40%
                                                                                                       35%                                         32%                       34%
         35%                                                    Internet / Web*                                              32%
                           30%
         30%                                                                                           30%
                                                                27%
                                             24%                                                                                                                    Internet / Web*
         25%                                                                                           25%             28%
         20%                                                                                           20%
         15%           12%                                                                             15%
                                                                Cinema / Movies                                                                                     Cinema / Movies
         10%                               7%                                                          10%                                       6%
                                                                                                                                                                            3%
          5%                                                   1%                                       5%
          0%                                                                                            0%
                      2010
                     2010                2011                 2012                                                    2010
                                                                                                                      2010                     2011                    2012
                                         2011                 2012                                                                             2011                     2012



Q4. What source of entertainment do you turn to most often?           *NOTE: 2011 and 2012 Internet/Web data was calculated using the sum of data points for Internet –
Base: All respondents (n2022)                                                 news/information, Internet – download/stream movies, Social network, Online streaming music
                                                                              service, and Video game on social network for comparison with 2010 data. 2012 also includes
                                                                              Internet - download/ stream TV shows
Video Content: Watching Outside of the Box
        Though the TV is still the center of the home, audiences are watching entertainment
        programming and content on other devices other than TV.



                                           Content on Devices Other than Television

              54%


                                     30%
                                                             18%                    18%
                                                                                                      14%
                                                                                                                           10%                  9%


       Laptop computer        Desktop computer         Gaming console           Mobile phone    Using a HDMI cable Tablet (e.g. an iPad) Online-streaming
                                                                                               to connect my laptop                      equipped television
                                                                                                  to my television




Q6. Other than television, which devices are you using to watch entertainment programs?
Base: All respondents (n2022)
Video Content: Watching Outside of the Box
        Though the TV is still the center of the home, audiences are watching entertainment
        programming and content on other devices other than TV.



                                           Content on Devices Other than Television

              51%
                                     40%

                                                             24%
                                                                                    20%
                                                                                                      12%                  14%
                                                                                                                                                9%


       Laptop computer        Desktop computer         Gaming console           Mobile phone    Using a HDMI cable Tablet (e.g. an iPad) Online-streaming
                                                                                               to connect my laptop                      equipped television
                                                                                                  to my television




Q6. Other than television, which devices are you using to watch entertainment programs?
Base: All respondents (n2022)
What do consumers care
about?
Enjoyment and Quality Come First. Followed by ease of
     purchase and ability to access immediately.
                                                                       Purchase Drivers
                                                              % Extremely/Somewhat Important


                                                                                                                           70%
           My personal enjoyment of the entertainment                                                                              89%
                                                                                                                                   90%
                                                                                                                       67%
                    Excellent visual or sound quality of the
                                                                                                                                   87%
                                 entertainment
                                                                                                                                   86%
                                                                                                                       65%
        The hours of enjoyment the entertainment will
                                                                                                                             78%
                           provide
                                                                                                                              80%
                                                                                                                     59%
     Being able to purchase the entertainment easily                                                                         76%
                                                                                                                             75%
                                                                                                                     59%
                  Being able to access the entertainment
                                                                                                                            73%
                                immediately
                                                                                                                            74%

                                                                                                   2010              2011           2012
Q7. Below are some things people might take into consideration when purchasing entertainment.
How important are each of the following things to you, when you are considering making an entertainment purchase ?
Base: UK respondents (n1012)
Popularity of the content and being the first to have it, rises in
     importance this year.

                                                                       Purchase Drivers
                                                              % Extremely/Somewhat Important

                                                                                                                                                53%
          The number of devices with which I can access the
                                                                                                                                          47%
                          entertainment
                                                                                                                                         45%

                                                                                                                                        44%
                                      Popularity of the entertainment                                                         29%
                                                                                                                                       41%

                                                                                                                                             48%
          Having unrestricted ability to share or make copies
                                                                                                                                 34%
                     of the entertainment legally
                                                                                                                                33%

                                                                                                                                        43%
             Being one of the first to have new entertainment                                             14%
                                                                                                                      23%

                                                                                                    2010                      2011              2012

Q7. Below are some things people might take into consideration when purchasing entertainment. How important are each of the
following things to you, when you are considering making an entertainment purchase ?
Base: All respondents (n2022)
UK respondents are willing to sacrifice sharing to get free
   entertainment; but won’t compromise on privacy
                                                                      Willingness to Sacrifice for
                                                                          Free Entertainment


                                     Advertisement-free entertainment                                                                48%


                               The ability to share the entertainment                                                          41%


          The ability to access the entertainment on multiple
                                                                                                                         34%
                                 devices
       The ability to access the entertainment on the device
                                                                                                                   18%
                            of my choice

                     Visual or sound quality of the entertainment                                            9%


                                    Privacy of my personal information                                  8%


                                                                                 None                             15%


                                                                                                                                       2012
Q10. Which of the following would you be willing to sacrifice in order to get your entertainment for free?
Base: UK respondents (n1012)
The Power of Me: Social
networks and Influence
Facebook: The entertainment soap box
        Over ¾ of Americans and Britons say they have used Facebook, with the majority
        saying it is the forum for them to discuss entertainment content


                                    Sites Used to Discuss Entertainment Content



                         58%
             50%

                                                         27%
                                             15%                              14% 15%                                  12%
                                                                                                                  5%         2%   5%




Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to?
Base: All respondents who use any social media sites (n1837)
Liking Content: Not just a status update
        When enjoying entertainment, Britons are more likely to tell friends and family.
        Influence isn’t just restricted to social networks. Americans are more internet-focused
        and will spread their feedback online

                                                  Actions Taken if Enjoy Entertainment                                                                  88%
                                                                                                                     68%                      will take action if they
                                                     Tell a friend                                                 63%                           enjoy a piece of
                                                                                                                    66%                            entertainment
                                       Tell a family member                                                        63%
                                                                                                33%
                            Search for more information                                         34%
                                                                                              29%                                       Use Facebook to Discuss
                                       “Like” it on Facebook                                     38%
                                                                                                                                        Entertainment Content:
                                                                                          23%
   Share a link about it on a social network site                                           29%                                                 50%
                                                                                      17%
         Send an internet link about it to friends/…                                    22%                                                     58%
                                                                                   11%
                               “Tweet” about it on Twitter                         11%
                                                                              3%
               “Check-in” to an app or website (e.g.…                          7%
                                                                                   12%
                                           None of the above                       11%



Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)? Base: All respondents (n2022)
Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to? Base: All respondents who use any social media sites (n1837)
Disliking content: Americans more active
        When not enjoying entertainment, the majority of Britons are more likely to tell
        friends and family - again showing the importance of real-world conversations.
        Americans still more likely to leave criticism online

                                            Actions Taken if Don’t Enjoy Entertainment

                                                                                                                                56%
                                                                           Tell a friend                                      49%
                                                                                                                               53%
                                                            Tell a family member                                              49%
                                                                                                               21%
                                           Comment about it on Facebook                                         25%
                                                                                                          10%
                                                   “Tweet” about it on Twitter                             12%
                        Share a link about it on a social network
                                           site
                                                                                                         9%
                                                                                                          12%                                              74%
                     Write a negative review or comment about it                                       6%
                           on an online website (e.g. Rotten…                                            12%                                  will take action if they
                                                                                                                                                 enjoy a piece of
                             “Check-in” to an app or website (e.g.                                    3%
                                                                                                                                                   entertainment
                                       GetGlue, Zeebox)                                                7%
                                                                                                                  26%
                                                                None of the above                                 26%



Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)?
Base: All respondents (n2022)
The Conversation Curve
       Audiences are much more likely to comment about entertainment content after they have watched,
       listened or played. Brands should consider how to amplify and sustain this curve.

                                                                    Likelihood of commenting
                                                                       on a social network

                           Before                                              During                                                After
                                                                                                                                                    34%




                   16%                                        16%


                                              Before                                     During                                     After
                                              I have viewed/listened to it               I am viewing/listening to it               I have viewed/listened to it


Q19. Which types of content are you likely to comment about on a social media networks (like Twitter or Facebook) before you have
viewed/listened to it, while you are viewing/listening to it and after you have viewed/listened to it?
Base: All respondents who use any social media sites (n1837)
The biggest shift in preferences is being able to use social
     networks to interact with entertainment
                                       Preferences for Interacting with Entertainment
                                                                 % Strongly/Somewhat Agree                          Change
                                                                                                                  from 2011

                         I would like to use my computer to access                                 52%
                           additional online content related to my
                                        entertainment                                             47%


              I would like to see entertainment provide me with                         30%
                the ability to interact real-time with the content                          33%              +3%
                 I would like to use social networks such as                          25%
              Facebook or Twitter to interact with entertainment                        31%                  +6%
                  I like being able to interact with entertainment                    23%
                      such as being able to vote for my favorite
                  contestants on reality TV or music talent shows                       31%                  +8%
                I would like to use my mobile phone or device to                        29%
                           interact with entertainment                                  29%


                                                                                                    2011   2012

Q9. Please indicate your level of agreement with the following statements?
Base: UK respondents (n1012)
Incentivising audiences on social networks
        Audiences would like free merchandise in order to encourage them to watch content. But if the
        content is available for free, how can a business model that supplements content with free
        merchandise survive? What is the cost of free?
                                  Encouraging Viewership of Content on Social Media Sites

                   Give you free merchandise if you comment                                                                             47%
                                  about them                                                                                             49%

                   Conduct contests to win free stuff (clothes,                                                                   40%
                               vacations, etc.)                                                                                    42%

                                                                                                                 21%
                                   Offer sales on their merchandise
                                                                                                                       26%

                                                                                                           15%
                               Direct you to their company website
                                                                                                             17%

                                                                                                         13%
                           Offer interactions with celebrity talent
                                                                                                           15%

                                                                                                                           30%
                                                                     Don't know
                                                                                                                        27%
                                                                                                                                               UK/US
                                                                                                                                               Average

Q16. What could entertainment companies do on social media sites that would encourage you to watch their entertainment content?
Base: All respondents who use any social media sites (n1837)
US more likely to feel positive about recommendations
       Britons are more likely to find brand recommendations on a social network
       invasive, whereas Americans would appreciate the recommendation

                                             Brands Recommending Entertainment Content

                                                                                                                              39%
                                           Find this invasive
                                                                                                               26%

                                                                                                               26%
                    Appreciate the recommendation
                                                                                                                        32%

                                                                                                            24%
                          Watch/ listen to the content
                                                                                                                        32%

               Feel negatively towards the brand/                                               15%
                            company                                                       11%

                 Feel positively towards the brand/                                       11%
                              company                                                                    21%

                                                                                                   17%
                                                    Don't know
                                                                                                         21%




Q17. How would you feel if a brand or company got in touch with you on a social network and recommended entertainment
content based on their understanding of your likes and dislikes?
Base: All respondents who use any social media sites (n1837)
Automated services do not replace the voice of the
       individual
       Consistent with British opinions and recent stories about the decline in use of Facebook auto—
       sharing apps – British people do not like automated recommendations or sharing features.



                                  Likelihood to Use Automatic Notifications

                                                           13%
                                                                                             27%
                                                                                                                              Likely
                                                           20%
                                                                                                                              Neither likely nor unlikely
                                                                                             21%
                                                                                                                              Unlikely

                                                           67%
                                                                                            52%




Q18. If social networks could automatically notify your friends about content you are consuming how likely would you be to use this feature?
Base: All respondents who use any social media sites (n1837)
What does this mean
for brands?
The Key Themes of the ME
         Value is Up
         Value is at three year high, in the study. According to the trade body, the Digital
         Entertainment Group, U.S. consumers spent $4.5 billion (£2.7 billion) on home
         entertainment in the first quarter of 2012, an increase of 2.5% from a year ago.
         Shift in Frequent Sources of Entertainment
         Television and the Internet remain the most utilized sources of entertainment year-over-
         year. However, audiences are increasingly turning to other devices to watch
         entertainment. Over half of survey respondents turn to their laptop to watch
         entertainment.
         Enjoyment and Quality Come First
         This year, personal enjoyment and visual and sound quality remain the top purchase
         drivers of entertainment. But won’t compromise on privacy when it comes to getting
         their entertainment for free.
         Social Opportunities Peak in the Conversation Curve
         50% of consumers use Facebook to comment or discuss entertainment content.
         Most conversations peak after an audience has watched, listened or played, not
         before or during – consider how best to engage with your audience online.

         Technology Can’t Dictate Taste
         Audiences do not like automatic notifications that share what content they have
         watched/listened/played with their social graph. Audiences wary of receiving automatic
         notifications from brands. Personalization and tone of voice must cut through the noise.
                                                                                                    24
#socialent




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Edelman Social Entertainment Survey Results

  • 1. Value and Engagement in the Era of Social Entertainment and Second Screens
  • 2. Methodology Research targets Nationally representative survey of adults (Ages 18+) Geographies UK and US Field Dates April 12 - April 15, 2012 Sample sizes Total n=2,022 (UK n=1,012; US n=1,010) Total sample +2.18% (in 95 out of 100 cases); Country sample +3.08% (in Margin of Error 95 out of 100 cases)
  • 3. Setting the scene – 6 years of DERT research
  • 5. Appreciation of Value at a Three-Year High Value is up across all of the entertainment sources in 2012, following 2011’s low. 40% 34% 36% 32% 32% 30% 30% 18% 14% 13% 13% 14% Social networking Film producers/ Music companies Cable television Gaming Satellite television sites Movie studios providers companies providers 2011 2012 Q8. Thinking about the entertainment provided by each of the following entities, how much value do you think they provide, in general? Base: All respondents (n2022)
  • 7. Frequent Sources of Entertainment TV and the internet remain the most used sources of entertainment year-over-year, while cinema/movie viewership continues to decline 60% 57% 58% 60% 58% 55% 55% TV 49% 47% 50% TV 50% 45% 45% 45% 40% 40% 35% 32% 34% 35% Internet / Web* 32% 30% 30% 30% 27% 24% Internet / Web* 25% 25% 28% 20% 20% 15% 12% 15% Cinema / Movies Cinema / Movies 10% 7% 10% 6% 3% 5% 1% 5% 0% 0% 2010 2010 2011 2012 2010 2010 2011 2012 2011 2012 2011 2012 Q4. What source of entertainment do you turn to most often? *NOTE: 2011 and 2012 Internet/Web data was calculated using the sum of data points for Internet – Base: All respondents (n2022) news/information, Internet – download/stream movies, Social network, Online streaming music service, and Video game on social network for comparison with 2010 data. 2012 also includes Internet - download/ stream TV shows
  • 8. Video Content: Watching Outside of the Box Though the TV is still the center of the home, audiences are watching entertainment programming and content on other devices other than TV. Content on Devices Other than Television 54% 30% 18% 18% 14% 10% 9% Laptop computer Desktop computer Gaming console Mobile phone Using a HDMI cable Tablet (e.g. an iPad) Online-streaming to connect my laptop equipped television to my television Q6. Other than television, which devices are you using to watch entertainment programs? Base: All respondents (n2022)
  • 9. Video Content: Watching Outside of the Box Though the TV is still the center of the home, audiences are watching entertainment programming and content on other devices other than TV. Content on Devices Other than Television 51% 40% 24% 20% 12% 14% 9% Laptop computer Desktop computer Gaming console Mobile phone Using a HDMI cable Tablet (e.g. an iPad) Online-streaming to connect my laptop equipped television to my television Q6. Other than television, which devices are you using to watch entertainment programs? Base: All respondents (n2022)
  • 10. What do consumers care about?
  • 11. Enjoyment and Quality Come First. Followed by ease of purchase and ability to access immediately. Purchase Drivers % Extremely/Somewhat Important 70% My personal enjoyment of the entertainment 89% 90% 67% Excellent visual or sound quality of the 87% entertainment 86% 65% The hours of enjoyment the entertainment will 78% provide 80% 59% Being able to purchase the entertainment easily 76% 75% 59% Being able to access the entertainment 73% immediately 74% 2010 2011 2012 Q7. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you are considering making an entertainment purchase ? Base: UK respondents (n1012)
  • 12. Popularity of the content and being the first to have it, rises in importance this year. Purchase Drivers % Extremely/Somewhat Important 53% The number of devices with which I can access the 47% entertainment 45% 44% Popularity of the entertainment 29% 41% 48% Having unrestricted ability to share or make copies 34% of the entertainment legally 33% 43% Being one of the first to have new entertainment 14% 23% 2010 2011 2012 Q7. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you are considering making an entertainment purchase ? Base: All respondents (n2022)
  • 13. UK respondents are willing to sacrifice sharing to get free entertainment; but won’t compromise on privacy Willingness to Sacrifice for Free Entertainment Advertisement-free entertainment 48% The ability to share the entertainment 41% The ability to access the entertainment on multiple 34% devices The ability to access the entertainment on the device 18% of my choice Visual or sound quality of the entertainment 9% Privacy of my personal information 8% None 15% 2012 Q10. Which of the following would you be willing to sacrifice in order to get your entertainment for free? Base: UK respondents (n1012)
  • 14. The Power of Me: Social networks and Influence
  • 15. Facebook: The entertainment soap box Over ¾ of Americans and Britons say they have used Facebook, with the majority saying it is the forum for them to discuss entertainment content Sites Used to Discuss Entertainment Content 58% 50% 27% 15% 14% 15% 12% 5% 2% 5% Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to? Base: All respondents who use any social media sites (n1837)
  • 16. Liking Content: Not just a status update When enjoying entertainment, Britons are more likely to tell friends and family. Influence isn’t just restricted to social networks. Americans are more internet-focused and will spread their feedback online Actions Taken if Enjoy Entertainment 88% 68% will take action if they Tell a friend 63% enjoy a piece of 66% entertainment Tell a family member 63% 33% Search for more information 34% 29% Use Facebook to Discuss “Like” it on Facebook 38% Entertainment Content: 23% Share a link about it on a social network site 29% 50% 17% Send an internet link about it to friends/… 22% 58% 11% “Tweet” about it on Twitter 11% 3% “Check-in” to an app or website (e.g.… 7% 12% None of the above 11% Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)? Base: All respondents (n2022) Q15. Which social media sites do you use to discuss entertainment content that you have watched or listened to? Base: All respondents who use any social media sites (n1837)
  • 17. Disliking content: Americans more active When not enjoying entertainment, the majority of Britons are more likely to tell friends and family - again showing the importance of real-world conversations. Americans still more likely to leave criticism online Actions Taken if Don’t Enjoy Entertainment 56% Tell a friend 49% 53% Tell a family member 49% 21% Comment about it on Facebook 25% 10% “Tweet” about it on Twitter 12% Share a link about it on a social network site 9% 12% 74% Write a negative review or comment about it 6% on an online website (e.g. Rotten… 12% will take action if they enjoy a piece of “Check-in” to an app or website (e.g. 3% entertainment GetGlue, Zeebox) 7% 26% None of the above 26% Q12. Which of the following do you do if you enjoy a piece of entertainment content (e.g. television program, movie, music video, song, playlist, etc.)? Base: All respondents (n2022)
  • 18. The Conversation Curve Audiences are much more likely to comment about entertainment content after they have watched, listened or played. Brands should consider how to amplify and sustain this curve. Likelihood of commenting on a social network Before During After 34% 16% 16% Before During After I have viewed/listened to it I am viewing/listening to it I have viewed/listened to it Q19. Which types of content are you likely to comment about on a social media networks (like Twitter or Facebook) before you have viewed/listened to it, while you are viewing/listening to it and after you have viewed/listened to it? Base: All respondents who use any social media sites (n1837)
  • 19. The biggest shift in preferences is being able to use social networks to interact with entertainment Preferences for Interacting with Entertainment % Strongly/Somewhat Agree Change from 2011 I would like to use my computer to access 52% additional online content related to my entertainment 47% I would like to see entertainment provide me with 30% the ability to interact real-time with the content 33% +3% I would like to use social networks such as 25% Facebook or Twitter to interact with entertainment 31% +6% I like being able to interact with entertainment 23% such as being able to vote for my favorite contestants on reality TV or music talent shows 31% +8% I would like to use my mobile phone or device to 29% interact with entertainment 29% 2011 2012 Q9. Please indicate your level of agreement with the following statements? Base: UK respondents (n1012)
  • 20. Incentivising audiences on social networks Audiences would like free merchandise in order to encourage them to watch content. But if the content is available for free, how can a business model that supplements content with free merchandise survive? What is the cost of free? Encouraging Viewership of Content on Social Media Sites Give you free merchandise if you comment 47% about them 49% Conduct contests to win free stuff (clothes, 40% vacations, etc.) 42% 21% Offer sales on their merchandise 26% 15% Direct you to their company website 17% 13% Offer interactions with celebrity talent 15% 30% Don't know 27% UK/US Average Q16. What could entertainment companies do on social media sites that would encourage you to watch their entertainment content? Base: All respondents who use any social media sites (n1837)
  • 21. US more likely to feel positive about recommendations Britons are more likely to find brand recommendations on a social network invasive, whereas Americans would appreciate the recommendation Brands Recommending Entertainment Content 39% Find this invasive 26% 26% Appreciate the recommendation 32% 24% Watch/ listen to the content 32% Feel negatively towards the brand/ 15% company 11% Feel positively towards the brand/ 11% company 21% 17% Don't know 21% Q17. How would you feel if a brand or company got in touch with you on a social network and recommended entertainment content based on their understanding of your likes and dislikes? Base: All respondents who use any social media sites (n1837)
  • 22. Automated services do not replace the voice of the individual Consistent with British opinions and recent stories about the decline in use of Facebook auto— sharing apps – British people do not like automated recommendations or sharing features. Likelihood to Use Automatic Notifications 13% 27% Likely 20% Neither likely nor unlikely 21% Unlikely 67% 52% Q18. If social networks could automatically notify your friends about content you are consuming how likely would you be to use this feature? Base: All respondents who use any social media sites (n1837)
  • 23. What does this mean for brands?
  • 24. The Key Themes of the ME Value is Up Value is at three year high, in the study. According to the trade body, the Digital Entertainment Group, U.S. consumers spent $4.5 billion (£2.7 billion) on home entertainment in the first quarter of 2012, an increase of 2.5% from a year ago. Shift in Frequent Sources of Entertainment Television and the Internet remain the most utilized sources of entertainment year-over- year. However, audiences are increasingly turning to other devices to watch entertainment. Over half of survey respondents turn to their laptop to watch entertainment. Enjoyment and Quality Come First This year, personal enjoyment and visual and sound quality remain the top purchase drivers of entertainment. But won’t compromise on privacy when it comes to getting their entertainment for free. Social Opportunities Peak in the Conversation Curve 50% of consumers use Facebook to comment or discuss entertainment content. Most conversations peak after an audience has watched, listened or played, not before or during – consider how best to engage with your audience online. Technology Can’t Dictate Taste Audiences do not like automatic notifications that share what content they have watched/listened/played with their social graph. Audiences wary of receiving automatic notifications from brands. Personalization and tone of voice must cut through the noise. 24