The Rise of the Second Screen

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So what is Social TV?

Simply put, social TV is where:

• People live-tweet about the television programs they are watching
• Managing to pull in new viewers, called Twitter TV audience
• Making TV-viewing a real-time group experience
• In other words, the second screen (Twitter) becomes a force-multiplier for the first screen (TV)
• Twitter is projecting this parallel engagement as the next big thing in entertainment

Published in: Social Media, Technology, Business
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  • Sources: https://blog.twitter.com/2013/extend-tv-commercials-on-twitter-premiering-tv-ad-targeting
    http://forbesindia.com/article/beyond-business/the-twittertv-nexus-in-india/36467/0
  • Twitter TV Audience can be defined as those who are watching the show and talking about it on twitter and their followers who are receiving information about the show, may participate in the conversation and end up being the show viewer
  • The Rise of the Second Screen

    1. 1. + Social Media + Television + News It’s real and it’s coming soon to a television set desktop screen near you.
    2. 2. + The Rise of ‘Second Screen: Social TV’  In 2012, about 32 million people in the U.S. tweeted about TV programming: big events, like the Super Bowl gathered 24 million Tweets & American Idol gathered 5.8 million Tweets  TV shows (especially in the genre of reality and sports) have strategically generated massive chatter on social media platforms, particularly on Twitter. In some cases, this has translated into an increase in viewership for channels. In others, it has helped shows widen their reach and visibility  Twitter provides the perfect bridge between TV, digital and mobile. In fact, 64 percent of mobile centric users on Twitter use it in front of the TV at home. (in the US)
    3. 3. + How Are the Two Mediums Coming Together  Simply put, social TV is where:  People live-tweet about the television programs they are watching  Managing to pull in new viewers, called “Twitter TV audience”  Making TV-viewing a real-time group experience.  In other words, the “second screen” (Twitter) becomes a “force-multiplier” for the first screen (TV)  Twitter is projecting this parallel engagement as the next big thing in entertainment
    4. 4. + Syncing Twitter & Television Choose and promote a single official hashtag Show the hashtag on air at least once between every pair of commercial breaks. Pair hashtags with creative calls to action. Show your Twitter account name on air.
    5. 5. + This Trend is Creating Opportunities For Channels For Advertisers For DTH Giants Cable Operators
    6. 6. + For Channels
    7. 7. + News Channels: BBC Significant presence on Twitter, with accounts for TV and Radio shows and channels There is a presence for breaking news stories, world, continental, county and city news, and other news genres Encourages various presenters to have a Twitter account
    8. 8. + Case Study: #SFOCrash  The first tweet about the incident was sent out a mere 30 seconds after the crash.  Krista Seiden, a Google employee was boarding another flight when she first tweeted a picture of the crash at SFO.  She was quoted over 4,000 times in the media in the next 24 hours
    9. 9. + Case Study: Tweeting Osama’s Death  Sohaib Athar, a 33-year-old IT consultant living in Abbottabad, Pakistan - he settled in around midnight to get some work done  He heard the US army helicopters hovering over Abottabad at 1 am and he started tweeting about it  The significance of his posts was only clear until hours later, when President Barack Obama called a rare evening press conference to announce the news
    10. 10. + Case Study: #CokeStudioatMTV  Twitter activity peaked during the AR Rahman’s episode on Independence Day with more than 1,000 tweets hashtag-ed #CokeStudioatMTV in an hour,  Thousands more were generated through the evening as users coined multiple hashtags like #ARRahman, #ARR and #MTV to tweet about the show
    11. 11. + Case Study: #SatyamevJayate The team used Persistent as their Analytics and Insights partner to collate all the data received from SMS, emails, tweets, Facebook activity, votes etc. The responses generated were curated on the Satyamev microsite in a visual format to showcase the impact Team also used the data to analyse conversations trends and draw ideas for future shows And to populate a weekly radio show that Amir Khan did with a local journalist
    12. 12. + The Outcome  The show generated nearly 6 lakh tweets during its 14-episode first season (most of it live during the one-and-half hour of telecast)  It went on to become one of the most watched and digitally visible properties of the channel  Top cities with maximum participation – Delhi & Mumbai and top countries were India, US and UK  The data generated is high quality and so huge, that it can have continued utility in social and ethnographic researches
    13. 13. + For DTH Providers  A revolutionary convergence of Tweeting and television viewing, the concept is an innovation in the DTH industry across the world that allows customers to experience Twitter on TV  Users can actually tweet while watching TV and can view tweets related to their TV shows as well. It launches at no extra charge to subscribers.
    14. 14. + For Cable Providers In the US, Comcast customers will soon be able to reach some television shows from Twitter messages about those shows. The Tweet will be powered with a “see it” button which will re-direct the user to the TV show straightaway! The technology will test the interconnectedness of television and the social Web, two media platforms that enhance each other
    15. 15. + For Advertisers  TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV  Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run Twitter campaigns that complement and amplify their TV creative
    16. 16. + Measure of Success The first-ever measure of the total activity and reach of TV-related conversations on Twitter. Initial analysis of Nielsen Twitter TV Ratings reveals that the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating Tweets. Nielsen Twitter TV Ratings enable TV networks to measure the full Twitter engagement surrounding their programs A recent study showed that there’s a circular relationship between tweets and top TV shows, with tweets triggering a change in ratings across 29 percent of shows.
    17. 17. + The Future of the Trend  Social TV is yet to reach its full potential in India but the trend is on the rise  Twitter will become a household commodity with DTH and Cable operators jumping the bandwagon  Twitter has been buying relevant companies as part of its aggressive acquisition strategy, including New York-based Trendrr, which provides TV networks, publishers, and media agencies with tools to track social TV engagement  Twitter’s own smartphone app is expected to go through a significant change, with a new, stream-based system likely to heavily incorporate TV and TV-related content
    18. 18. + Are You Following Them?
    19. 19. + Contributed by: Diksha Sethi Sharma Digital Strategist at Genesis Burson-Marsteller Follow her on Twitter @s_diksha Presented By:

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