Today we launched our Social TV Trends Report 2010 showcasing interesting findings for the future of broadcasting, as covered by Broadcast Magazine, Media Week, BBC News, and The Independent.  Surveying over 2,000 British consumers with YouGov, the results show that a night in front of the television is not quite what it used to be. Many of us are multi-tasking as we surf the web, instant message and text whilst watching our favourite shows.

Women are leading this trend, as 40 per cent of women surveyed said they consume more than one type of media at any one time. Although men aren’t too far behind at 29 per cent, there looks to be some truth in the myth behind a woman’s ability to multi-task!

Consumers have indicated that they want to see a future of television and internet access joined together on their TV set. Keen for functions that will enable them to comment, vote and download information on the programmes they are watching. Viewers want instant commentary and recommendation by their family and friends, currently turning to social networks and text messaging to do this whilst watching.

With manufacturers already producing internet enabled television sets the next step lies with production companies and broadcasters. How long will it be before they are working in conjunction with retailers, music companies and social networks to elevate their product to the next level? In a time where technology and its accessibility are at a premium, will TV keep ahead of the curve and act on the predicted trends? The report is positive news for the broadcasting industry, but it is essential that broadcasters take notice, and don’t get left behind.

As reported by PR Week, Mothercare has appointed Diffusion to an exciting, integrated brief to help develop the social media strategy for its iconic Mothercare and Early Learning Centre retail brands.  We have also been tasked to raise national awareness for Mothercare’s social networking site for new and expectant parents, Gurgle.com, through a high-impact mainstream print and broadcast campaign.

Mothers and young parents are an increasingly active group online, placing a huge amount of value on the opinions, advice and recommendations of their peers.  Figures from comScore reveal that over 4.6 million mothers in the UK go online every month, spending over 26 hours surfing the web with a high focus on retail sites.  We will be working with Mothercare and Early Learning Centre to develop an online engagement strategy based on actively listening to perceptions of the brand and its products online and then increasing participation on key parenting blogs, forums and social networking sites.

Key objectives will be to use social media to emphasise Mothercare’s expertise and heritage in the baby and parenting space, as well as promote key products and offers to drive both footfall on the High Street and sales via the brands’ ecommerce sites.

Our issues-based PR campaign for Gurgle.com will seek to make it a destination site for expectant and recent mothers looking for advice from both resident experts as well as the site’s extensive community of mothers. Core to the campaign will be to increase Gurgle’s profile in national and lifestyle press, positioning Nifa McLaughlin, editor of Gurgle.com as a recognisable media spokesperson on key social, lifestyle and health issues effecting new parents.

Mothers and young parents are an increasingly active group online, placing a huge amount of value on the opinions, advice and recommendations of their peers.  Figures from comScore reveal that over 4.6 million mothers in the UK go online every month, spending over 26 hours surfing the web with a high focus on retail sites.  Diffusion will be working with Mothercare and Early Learning Centre to develop an online engagement strategy based on actively listening to perceptions of the brand and its products online and then increasing participation on key parenting blogs, forums and social networking sites.

Key objectives will be to use social media to emphasise Mothercare’s expertise and heritage in the baby and parenting space, as well as promote key products and offers to drive both footfall on the High Street and sales via the brands’ ecommerce sites.

Diffusion’s issues-based PR campaign for Gurgle.com will seek to make it a destination site for expectant and recent mothers looking for advice from both resident experts as well as the site’s extensive community of mothers.  Core to the campaign will be to increase Gurgle’s profile in national and lifestyle press, positioning Nifa McLaughlin, editor of Gurgle.com as a recognisable media spokesperson on key social, lifestyle and health issues effecting new parents.

Brian Curran, Head of Group Direct Marketing for Mothercare commented, “Mothercare and the Early Learning Centre are brands which over many decades have built very strong reputations for quality, safety and innovation.  We recognise that today reputations are increasingly being shaped through online channels, and this is particularly true given the explosion we’ve seen in parenting forums and blogs in recent years and through our own site Gurgle.com.  We will be using Diffusion’s digital integration expertise to develop a social media approach which will allow us to enhance and safeguard our online reputation and increase our ability to listen to our consumers to deliver even better products and customer service in the future.”

Ivan Ristic, director and co-founder, Diffusion commented:  “The UK’s online community of parents is growing in both size and influence and is understandably becoming a major consideration for retail brands looking to reach UK mothers who control household budgets.  Developing relationships with key online influencers and working with Mothercare’s brands to make it an active and valued part of these online communities will be central to our strategic approach. Gurgle.com in particular provides a very active and vibrant platform for new mothers, which we will look to build through a proactive media relations campaign that brings a fresh and informed perspective.”

The campaign will look to make Metro.co.uk a destination site for ‘City Clickers’,  18 to 44 year-old young urban professionals looking for the best entertainment, showbiz and sports news as well as the strange and irreverent stories for which Metro has become famous.

Core to the campaign will be to increase online engagement and conversations between the paper and its readers and creating new digital marketing opportunities for advertisers.  Diffusion will be developing Metro’s presence and engagement with readers on key social media platforms as well as building relationships with key bloggers across a range of niche subject areas and at a regional level.

In addition to building visits and reader loyalty to Metro.co.uk, Diffusion will also be promoting Metro’s online services, including the launch of its World Cup Fantasy Football game this month.

Abi Slater, Head of Marketing for Metro commented, “Metro.co.uk has established a strong reputation for fun and irreverent content which sets it apart from traditional newspaper websites. While the newspaper clearly owns the mornings, the website has the potential to give people more Metro moments throughout the day and week.  Sustained online consumer PR and strategic use of social media channels will be key to building awareness, traffic and consumer loyalty to Metro.co.uk. Diffusion impressed us with their strong understanding of social media and the ability to showcase real results from working with online media brands”

Ivan Ristic, director, Diffusion commented:  “The 2010 General Election was a watershed moment in proving the importance of digital channels and online communities to the media industry.  Metro has recognised this with the rebrand of Metro.co.uk and the campaign will provide a positive, solid platform enabling users to share content at a time when other news outlets are restricting access to their sites.”