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#SocialTVConf Presentations - 22/1/13 - Tiffany St James, Director of Stimulation
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#SocialTVConf Presentations - 22/1/13 - Tiffany St James, Director of Stimulation


Tiffany St James, Social Media Strategist and owner of Stimulation

Tiffany St James, Social Media Strategist and owner of Stimulation

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  • 1. Tiffany St JamesSocial Media StrategistStimulation LtdChallenges and OpportunitiesUK Social TV @tiffanystjames
  • 2. 62% of consumers use social media while watching TV. An increase of 18% since 2011 Using tablets, smartphones or laptops in their everyday TV viewing, both for video and real time TV Using social networking sites and forums while watching TV, 40% of these discuss what they’re watching on social networksSocial TV globally Ericsson Consumer Insight Summary Aug 2012 @TiffanyStJames
  • 3. Not watching alone Being part of a community Self validation Curiosity of other opinions Seeking additional information Wanting to influence or interact with content Gratification of being acknowledged by others The need to further analyse and discussBehaviour drivers Ericsson Consumer Insight Summary Aug 2012 @tiffanystjames
  • 4. The UK falls behind the US, despite evidence of viewer appetite for social TV engagement 12% of new UK shows have Facebook pages, compared to 30% in the US BUT… The Voice UK had 24,885 Twitter followers BEFORE broadcast and GetGlue and Miso check-ins are growing in the UKUK vs US The Wit Monitoring Service 2012 @tiffanystjames
  • 5. Celebrity tweets drive engagement RESULTED INTop 2012 shows by channel(does not include news and sport) Second Sync 2012 @tiffanystjames
  • 6. Sky/YouGov Survey 2012 (4,400)@tiffanystjames
  • 7. Broadcaster Broadcaster Production Production ss Companies Companies Digital/Te Digital/Te Content Content Comms Comms ch ch Producers Producers Agencies Agencies Agencies AgenciesThe ecosystem @tiffanystjames
  • 8. Fans discuss show content; what happened, acting, new characters plot twists TV within the fantasy of a programme; fan plot lines and character diaries Highest levels of participation: threat of favourite show cancellationFan behaviour @tiffanystjames
  • 9. Broadcasters are divided over social TV strategy: To partner directly with social networks? Or to build their own platforms for more control and ad revenue? Few utilise a dual strategy Many in the UK are making the most of the dual screen back channel, broadcasting hashtags to invite people to join the chat Few are creating valuable content that extends the story outside of the showBroadcasters @tiffanystjames
  • 10. What about the tech? @tiffanystjames
  • 11. Have a robust infrastructure and planning War Room set ups for real time analytics and engagementObjectives will define tools @tiffanystjames
  • 12. Give useful additional content and use analytics to create richer experiencesInteractive content: Sync’d @tiffanystjames
  • 13. Real-time sentiment on shows @tiffanystjames
  • 14. Rewarding Social TV-ers @tiffanystjames
  • 15. Social TV: Battle of the Apps @tiffanystjames
  • 16. Opportunities @tiffanystjames
  • 17. • Not all broadcasters are planning at the right time, it needs to start before filming starts• Use data for audience insight • Be clear what the objectives are: Reach a new audience Build on an existing community Create an engaged community to help secure recommission Create purchase desire for merchandise Create revenue Set clear objectives @tiffanystjames
  • 18. Co-create with writers and directors Extend the story into peoples everyday lives Create content that works across various media Use different content on different platforms Focus on different aspects; setting, characters etcCreate the right content @tiffanystjames
  • 19. • Content should be… Fun Unusual Important Interesting Educational Newsworthy EntertainingContent should add value @tiffanystjames
  • 20. Social TV lends itself to storytelling Extend the story outside of the show Allow people to be part of the story, to interact with it Create parallel storylines that extend the experience between shows Compliment the show, don’t duplicate it Be flexible, allow the story to take unexpected turnsStorytelling is key @tiffanystjames
  • 21. Embarrassing Bodies Live Entire editorial turned over to viewers Asking questions/uploading images Voting on what they want discussed Live from the clinic Live consultations on Skype App download: medical testsValued user-interaction @tiffanystjames
  • 22. Have a real use for interactionEnsure data is fed back into programmes My Health Checker 5 million tests taken 500k registrations 300k downloads Weekly visualising & analysis A real user need to interact Users trust youBe a trusted data holder @tiffanystjames
  • 23. Captivating live audiences, providing real-time data,honouring the super-engagedEvent TV @tiffanystjames
  • 24. Free data Engage developers Create sandboxes R&D PrototypeRelease data, let devs play @tiffanystjames
  • 25. Planning Layer data for insights and get the right tools for the job Extend the story and the experience outside of shows Make activity important, meaningful and relevant Leverage social channels differently for different kinds of shows Audiences Create opportunities for meaningful interaction Work with producers and developers to create bespoke contentSo….. @tiffanystjames
  • 26. What do you want people to be doing? Based on Prochaska’s theoretical model of behavioural change Action-orientated modelling @tiffanystjames
  • 27. Tiffany St James Social Media Strategist you, let’s keep talking… @tiffanystjames
  • 28. ResourcesEricsson Consumer Insight Summary Aug 2012The Wit Monitoring Service 2012Second Sync 2012Sky/YouGov Survey 2012 (4,400) With thanks to Gemma Went @GemmaWent Co-Research, build and presentation So TV Silicon Beach 2012Acknowledgements…
  • 29. Embedding digital and social media capability