Predictive Analytics Helps Discovery Communications Increase Social Media Click-Throughs by 40%

Published on Friday, 18 November 2011 08:07 Written by TradersHuddle Staff

SEATTLE & SILVER SPRING, Md.-( Business Wire )-

Discovery Communications (Nasdaq:DISCA) (Nasdaq:DISCB) (Nasdaq:DISCK) and Prosodic (www.prosodic.com), a social media predictive analytics platform, just released the results of a two-month pilot program leveraging Prosodic’s actionable social media intelligence and Discovery’s in-house social media team and high-quality original digital and video content. The pilot was conducted across six Discovery-operated Facebook pages with over 15 million “likes.”

Prosodic’s Software as a Service (SaaS) platform analyzes large volumes of social media data in real-time, enabling brands to optimize post type, frequency, and timing, as well as target specific audience segments for maximum engagement and interaction.

Discovery Communications, which operates 75 Facebook pages with a combined 47 million “likes,” presented the results of the pilot this week at the Internet Summit in Raleigh, NC. Highlights from the presentation include a substantial increase in engagement across Facebook pages as a result of utilizing the Prosodic platform, in combination with compelling, strategically selected Discovery content:

• 72% increase in post impressions
• 46% increase in fans interacting with posts

In addition, by using the platform to optimize and target Facebook posts containing relevant links, Discovery realized a 40% increase in clicks to its owned and operated web properties, including Discovery.com and TLC.com.

“Because each of our 70-plus Facebook pages has a unique audience with selective interests, accurate targeting and optimization of content has always been a challenge. There are simply no averages across an audience of this size,” said Matt Crenshaw, Vice President of Marketing & Analytics for Discovery Communications. “With the Prosodic actionable analytics platform, we now have the intelligence to increase engagement and click-throughs based on the unique nature of each Facebook fan page and our audiences’ content preferences. The results of the pilot were extremely positive.”

“We could not be more pleased with the results Discovery achieved through the two-month pilot,” said Leigh Fatzinger, CEO of Prosodic. “Our goal is to help brands take the guesswork out of posting to social media channels and deliver highly engaging, relevant social media content like Discovery’s to their audiences at the best possible time.”

To see more results from the Discovery Communications and Prosodic Pilot, please visit http://bit.ly/ProsodicBlog.

About Discovery Communications

Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s #1 nonfiction media company reaching more than 1.5 billion cumulative subscribers in 210 countries and territories. Discovery is dedicated to satisfying curiosity through 142 worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as U.S. joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services, including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com.

About Prosodic

Prosodic is a social media predictive analytics and content intelligence platform for large brands, agencies and publishers. Working with leading brands, Prosodic’s software solution provides actionable analytics and content intelligence in real-time. The company was founded in January, 2011 and is headquartered in Seattle, Washington. For more information, please visit www.prosodic.com.

Discovery CommunicationsAmber Harris, 240-662-5235amber_harris@discovery.comorProsodicJoanne Petitto, This e-mail address is being protected from spambots. You need JavaScript enabled to view it.