The New Couch Potatoes: TV Watchers in the Social Media Age

Social TV Persona Brieﬁng@eholtzclaw

“Television, a scientific dream ever since thetelephone was perfected, has at last beenrealized...as the latest modern miracle...” ® @eholtzclaw 2011 | 2

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PersonasThe foundation of a successful research strategy begins byunderstanding the target audience. This requires going wellbeyond gathering demographic and segmentation data. Instead,the user community should be deﬁned in the terms of Personas. ® @eholtzclaw 2011 | 11

Showless Joe ® @eholtzclaw 2011 | 17

SHOWLESS JOE » ENTHUSIASM FOR TV SOCIAL MEDIA USAGE CONSIDERATIONS DESIRES » The un-enthusiast: Is not » Has knowledge of what’s - excited by TV and will not happening on social media pate in social media, in - » Views social media as self- favor of face to face conver- sonal shows show » User expresses concerns » Prefers to communicate in » Staying informed: Will person or over the phone over sharing personal infor- watch news and commen-“I’ll watch TV, but rarely pay taries to stay up to date on » User is not interested in current events reading about other’s opin- » Whatever is on: Can oper- ions or thoughts concerning ate with TV as background TV shows noise... may watch a show with a spouse or child When I get home from work, I like to kick my feet up and SOCIAL TV FEATURES SOCIAL MEDIA TV USER MAP s ia ow es t ed lis ds s dg lls sh ow s tim not, Ill wind up watching the evening news. SOCIAL MEDIA USAGE ch ow en po ba on sh at ul fri sh d /w ow m ns TV an g CONVERSATIONALIST ng tin nd tio sh es g ts di in is aa da r it ds on en n ex m tre CC vo en en vi m te co ith tri fa ve fri m vo d up an tw ize om tra e ew d hi of an ar om ex c ac their lives, but cant understand why everyone wants to ec tn ne e ul tr w w id rn st ee n p e e Gu Ge Co Cu Po Ea M Vi Vi PERSONA NAME PD PP ENTHUSIASM FOR TV Showless Joe LEGEND about themselves and dont even think about it going Keeping up Karl INDIFFERENT FANATICAL out into the world; the last thing I want is for someone to Excited By Present-day Pat Interested In KK Passionate Penny SJ I want to get in touch with someone, Ill call them up, Would Not Use Chatty Cathy email them or try to get together for lunch. NEVER ® @eholtzclaw 2011 | 18

SOCIAL MEDIA USAGE CONVERSATIONALIST 5 Cathy 3 4ENTHUSIASM FOR TV Present Day Passionate Pat Penny 2 INDIFFERENT FANATICAL Keeping Up Karl NEVER ® @eholtzclaw 2011 | 19

Keeping Up Karl ® @eholtzclaw 2011 | 20

KEEPING UP KARL » ENTHUSIASM FOR TV SOCIAL MEDIA USAGE CONSIDERATIONS DESIRES » Occasional TV watcher: Will » Uses social media to stay » » A guide that will recom- watch when it’s convenient current on what close new people with similar mend the best show for a » Has favorite shows, but will friends and family are doing interests only catch them when there » Will not contribute to social » TV is not a topic of conver- media networks, does not shows are most widely » Typically, TV is not a topic of want to be perceived as » wa self-centered“There are a couple shows I enjoy, of social media with personal image encouragement from family new shows but it’s not a big deal if I miss and close friends » Does not understand the value of achievements and awards them.” There are a few shows I like to watch every week, but if I miss them, it’s not the end of the world. SOCIAL TV FEATURES SOCIAL MEDIA TV USER MAP s ia ow es t ed lis ds s dg lls sh ow s tim SOCIAL MEDIA USAGE ch ow en po ba on sh at ul fr i sh d /w ow m Its easier for me to keep up with my close friends and ns TV an g CONVERSATIONALIST ng in nd tio sh es g ts i ist nd in aa da rit ds on en ex m tre CC vo en en vi m te co ith tr i fa ve fri m family by using Facebook; it even helps me stay con- vo d up an w ize om tra e ew d hi of ct an ar om ex ac ec tn e e l nn pu tr w ew id rn st ee e Gu Ge Co Cu Po Ea nected to old friends I rarely see. Ill hop on Facebook M Vi Vi PERSONA NAME PD PP ENTHUSIASM FOR TV maybe once a day to see what people are up to and Showless Joe LEGEND whats new in their lives. I rarely update my status, but Keeping up Karl INDIFFERENT FANATICAL Excited By will occasionally comment on something funny or inter- Present-day Pat Interested In KK Passionate Penny SJ Would Not Use Chatty Cathy NEVER ® @eholtzclaw 2011 | 21

SOCIAL MEDIA USAGE CONVERSATIONALIST 5 Cathy 3 4ENTHUSIASM FOR TV Present Day Passionate Pat Penny INDIFFERENT FANATICAL NEVER ® @eholtzclaw 2011 | 22

Present- Day Pat ® @eholtzclaw 2011 | 23

PRESENT-DAY PAT SOCIAL MEDIA USAGE CONSIDERATIONS DESIRES » » - - - tent tent » » » Catches up on the shows - » - tests and polls - » - - SOCIAL MEDIA TV USER MAP s ia ow es t ed lis ds s dg lls sh ow s tim SOCIAL MEDIA USAGE ch ow en po ba on sh at ul fri sh d w ow m ns TV an g g CONVERSATIONALIST s/ tin d tio sh in g an ts ite nd in is da ds on en ex m r ia tre CC vo en en em riv te co ith fa fri m vo d up t ev an w ize om ra ew d hi of t ct an ar om ex ac ec tn ne e ul tr w w id rn st ee n p e e Gu Ge Co Cu Po Ea M Vi Vi PERSONA NAME PD PP ENTHUSIASM FOR TV Showless Joe LEGEND Keeping up Karl INDIFFERENT FANATICAL Excited By Present-day Pat Interested In KK Passionate Penny SJ Would Not Use Chatty Cathy NEVER® @eholtzclaw 2011 | 24

SOCIAL MEDIA USAGE CONVERSATIONALIST 5 Cathy 4ENTHUSIASM FOR TV Passionate Penny INDIFFERENT FANATICAL NEVER ® @eholtzclaw 2011 | 25

Passionat e Penny ® @eholtzclaw 2011 | 26

PASSIONATE PENNY I love TV and I watch as much as possible! » ENTHUSIASM FOR TV SOCIAL MEDIA USAGE CONSIDERATIONS DESIRES » Focuses on TV: Does not » Checks social media » Sharing opinon with others » Insights into what shows want to be distracted during is not a key driver are popular and upcoming the show advice and opinions » Concerned about presenta- » » Open to talking about simi- programming and schedul- shows at once, so as not to lar interests online with outside of close network ing miss anything other fans » Does not look to create » Access to supplemental"Im a TV Junkie and cant imagine » Tries to schedule life around » Interested in reading what special events to capture fans and insiders say about online friends them as they happen life without my DVR" shows over talking about it » Uses social networks for From 8 to 11 every night, I watch TV and use my DVR to about shows to supplement shows and updates on catch up on everything I missed. And, dont even think personal knowledge current ones about bothering me while Im watching! I fast forward through the ads and look for the highlights of the show. SOCIAL TV FEATURES SOCIAL MEDIA TV USER MAP s ia ow es t ed lis ds s dg lls sh ow s tim SOCIAL MEDIA USAGE ch ow en po ba on sh at ul fri sh d /w ow m ns TV an g CONVERSATIONALIST g tin nd tio sh in es g ts about the episode. nd in is aa da rit ds on en ex m tre CC vo en en vi em te co ith tri fa fri m vo d up ev an w ize om tra ew d hi of ct an ar om ex ac ec tn ne de ul tr w ew n st ee n p i r e Gu Ge Co Cu Po Ea M Vi Vi PERSONA NAME I like checking Facebook to see what people are talking PD PP ENTHUSIASM FOR TV Showless Joe LEGEND Keeping up Karl INDIFFERENT FANATICAL make comments, especially on topics that have to do Excited By Present-day Pat Interested In KK Passionate Penny the scenes” updates. SJ Would Not Use Chatty Cathy NEVER ® @eholtzclaw 2011 | 27

SOCIAL MEDIA USAGE CONVERSATIONALISTENTHUSIASM FOR TV 5 INDIFFERENT FANATICAL NEVER® @eholtzclaw 2011 | 28

Chatty Cathy® @eholtzclaw 2011 | 29

CHATTY CATHY My TV has to be live, so that I can put in my two cents. » ENTHUSIASM FOR TV SOCIAL MEDIA USAGE CONSIDERATIONS DESIRES » Loyal television fan: Tries to - » Concerned about missing schedule life around special ships with people with live TV; must be “in the friends and discover new events to capture them as similar tastes loop” people with similar interests they happen » Enjoys being “in the » Supplemental show infor- » thoughts and opinions Calls, tweets and texts while as possible to have value about shows watching favorites shows“I’m opinionated and love discussing » Interested in casual compe- » Requires tools to comment » “Go-To Resource”: Enjoys immediately being an authority for friends and other fans favorite shows my favorite shows... I don’t like to be friends and family on shows » - bers to engage in a dialog » Stay ahead of the curve on in” and share meaningful what’s new, popular and experiences with others trending Every evening, Im watching TV. I always have my phone, tablet or laptop because I love to text, tweet, or even SOCIAL TV FEATURES SOCIAL MEDIA TV USER MAP s ia ow es t ed lis ds s dg lls sh ow s tim SOCIAL MEDIA USAGE ch ow en po ba on sh at ul fri sh d /w ow m ns TV an g CONVERSATIONALIST g up with who is watching what and the newest updates. tin nd tio sh n es g ts di in is aa da rit ds on en n ex m tre CC vo en en vi m te co ith tri fa ve fr i m vo d up an tw ize om tra e ew d hi of an r om ex c ac ec tn la ne e pu tr w w id rn st ee n e e Gu Ge Co Cu Po Ea M Vi Vi PERSONA NAME PD PP ENTHUSIASM FOR TV Showless Joe LEGEND Keeping up Karl INDIFFERENT FANATICAL Excited By Grammys because everyone’s online and my friends and Present-day Pat Interested In KK Passionate Penny SJ Would Not Use win that night. Chatty Cathy NEVER ® @eholtzclaw 2011 | 30

SOCIAL MEDIA USAGE CONVERSATIONALISTENTHUSIASM FOR TV INDIFFERENT FANATICAL NEVER ® @eholtzclaw 2011 | 31

Singular Sam ® @eholtzclaw 2011 | 33

Application of Personas ® @eholtzclaw 2011 | 36

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For More Information: www.SocialTVEvent.com www.UserInsight.com/Blog ® @eholtzclaw 2011 | 50

50 Glenlake Parkway, Suite 150 770 391 1099 TAtlanta, Georgia 30328 866 755 8188www.userinsight.com

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The New Couch Potatoes: TV Watchers in the Social Media Age

by User Insight on Feb 07, 2012

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The New Couch Potatoes: TV Watchers in the Social Media Age — Presentation Transcript