Social TV means utilizing technology to transform detached, isolated TV viewers into a cohesive audience that experiences programming as a connected community. Stated simply, it's about using the Internet to help people watch TV together.
The first television broadcast hit the airwaves in the 1930s and the medium dominated as the primary media force for several decades In the 1980s television producers used another mass media platform, the telephone, to engage with shows by calling into talk shows The internet, social media and (smart) phones became major communication forces in the 21 st century Viewers The fusion of TV and social media is leading to revolutionary change across industries
consumers are moving faster than brands. They’re already using smartphones and tablet devices in front of the TV to communicate with friends and family, look up information related to the show they are watching, or else surf content that is completely unrelated to what’s on the big screen. Razorfish partnered with Yahoo! to conduct a study to better understand this rapidly evolving consumer behavior and to provide guidance for how marketers should approach the corresponding opportunity. http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx#01 http://www.lostremote.com/2011/11/10/80-of-mobile-users-multitask-in-front-of-tv/
Checking email, surfing for related/non-related content, looking up information about advertisements they’ve seen. Checking sports scores. http://thedeeppost.com/2011/10/14/smartphones-and-watching-tv-infographic/
What are Tablet and Smartphone Users doing While Watching TV? http://thedeeppost.com/2011/10/14/smartphones-and-watching-tv-infographic/
Social media buzz at the beginning of the season has more impact on the ratings. Four weeks prior to show’s premiere, 9% increase is social buzz translates to 1% increase in ratings. Lowest engagement is mid-season and it picks back up near the season finale. http://mashable.com/2011/10/06/social-tv-ratings-correlation/
Television is still the top media platform for advertisers. However, 60 percent of respondents indicated that television is facing stiff competition from other media. Fractured attention, due to surfing the Internet and / or texting while watching television (57 percent) Commercial avoidance due to the use of DVRs (56 percent) Briefly explain Nielson Social Media offers a new way to measure engagement for TV media buys A survey by the ANA (Association of National Advertisers) shows that nearly half of marketers (47 percent) increased television advertising budgets since 2009. Thirty percent of respondents said that budgets remained the same, while 23 percent noted their budgets decreased.
Audi first advertiser to promote a trending topic during a Super Bowl TV spot
Both Honda and Starbucks integrated Shazam to unlock clues in scavenger hunt campaigns Paramount Pictures – in support of the Transformers 3 premiere on June 29, fans can Shazam TV and radio ads for a free download of an exclusive live version of the Linkin Park single, “When They Come For Me” , watch a featurette, buy show tickets or purchase the soundtrack Procter and Gamble – as part of their Future Friendly initiative, viewers can Shazam their ads to see more on the environmental benefits of P&G Future Friendly products Progressive Insurance – Shazam their ads to receive an auto insurance quote and download their “Flo-isms” app and custom wallpaper for your mobile device Shazamable ads drive more traffic! In one ad campaign, Shazam drove 20% more traffic to the mobile microsite than the brand’s website received from all sources 0.3% of them Shazam’d the commercial, three times the average online click-through of 0.1% 27% of the people who Shazam’d the ad either shopped, downloaded the song featured in the ad or viewed additional content
We’ve helped premier brands and retailers create commercials that your smartphone actually hears and watches, whenever their commercial is playing on the TV or radio.
Brands considering media buys based on a show’s social media buzz Ex: Brands analyzing tv buys according to shared percentage of Twitter followers one media agency used Bluefin data to help make decisions between shows with similar audiences&quot;[This data] is becoming a component of the discussion but, to date, it's more a reinforcement,&quot; said Greg Artzt, CEO of General Sentiment, which works with clients like Toyota, Research in Motion and AMC. &quot;But it's going to start directing media buys instead of just providing a confirmation.&quot; one media agency used Bluefin data to help make decisions between shows with similar audiences&quot;[This data] is becoming a component of the discussion but, to date, it's more a reinforcement,&quot; said Greg Artzt, CEO of General Sentiment, which works with clients like Toyota, Research in Motion and AMC. &quot;But it's going to start directing media buys instead of just providing a confirmation.&quot;
Fox's &quot;The X Factor&quot; is No. 1 in social media buzz among new series across cable and broadcast tv, with an average of 94,000 social comments per episode as recorded by Bluefin. Bluefin Labs study commissioned by Adage All the major &quot;X Factor&quot; sponsors are getting evident lifts in social-media conversations about them on the days that &quot;X Factor&quot; airs. Bluefin measured the average daily volume of social-media conversations (primarily on Twitter and in public Facebook updates) surrounding each brand, then compared the volume of brand conversation on days that &quot;The X Factor&quot; aired vs. non-air days. &quot;There's a clear pattern of Pepsi brand conversation lift on 'X Factor' days,&quot; Bluefin's Tom Thai tells me. &quot;Taken in aggregate, there was a 40.6% lift on 'X Factor' days vs. non-'X Factor' days.&quot; By comparison, Verizon saw social-media lift of 17.6%; Chevy, 12.9%; and Sony, 9.0% on &quot;X Factor&quot; days. Sample Tweets &quot;I watch the xfactor just to see @britneyspears dance in her pepsi commercial. #celebcrush for 12 years.“ &quot;The girl from the chevy commercial who's singing should be an #xfactor contestant. She's better than a lot of them #OhSnap.&quot;
Current Social Media Director at Roberts Communication Worked at Saatchi and Saatchi and Mullen
integrated into their set top box and you can use your remote to check-in. See what you’re friends are watching right through your TV and decide what to watch based on that.
Social TV Presentation
Social Media and Television Dee Cater, @deecater Chey Contiguglia, @CRContig Sherri Williams, @SherriWrites Lynessa Williams, @lynessamarie #SocialTVSM6 Syracuse University S.I. Newhouse School of Public Communications ocial V
<ul><li>Five years ago people were predicting the death of linear television. That’s a prediction that had turned out to be completely false. Now through technology people are having these great television experiences through these social platforms – Sean Casey ( @prana9 ) </li></ul>@prana9 @Social_Guide Founder of Social Guide, the first comprehensive social media and television analytics site
<ul><li>The internet, social media and smart phones </li></ul>#SocialTVSM6
Industries changed and created <ul><li>Advertising </li></ul><ul><li>Viewers gain access and autonomy </li></ul><ul><li>Television networks’ operations evolve </li></ul><ul><li>Technology is fused and new technology is created </li></ul>#SocialTVSM6
VIEWERS <ul><li>Autonomy </li></ul><ul><li>Appointment TV $ </li></ul><ul><li>Study shows correlation between social media buzz and ratings. (Nielsen, 2011) </li></ul>@NielsenWire
Case Study: BET Awards 2011 <ul><li>Live tweeting </li></ul><ul><li>Live Ford giveaway & social media lounge </li></ul><ul><li>106 and Park “Fandemonium” contest </li></ul><ul><li>Backstage Live stream & Twitter wall on stage </li></ul><ul><li>Celebs using social media for awards </li></ul><ul><li>Partnership with Get Glue </li></ul>@BET @BETAwards @Ford @106andPark @GetGlue
@GetGlue @kimbermyers Kimber Myers ( @kimbermyers ) Director of Partnerships & Content Get Glue The value of Get Glue is that it’s so focused & easy. You don’t have to know the exact Twitter handle or hashtag that people are using at the particular moment. The other thing is the reward element. Sharing is really exciting. The cool thing about Getglue is not only only are you sharing but you’re also getting a reward for sharing.
In this day and age, users crave more. They don’t want to just watch TV. They want to be a part of what they’re watching. And they want to tell people what they’re watching. We’re making that as easy as possible. So if you change the channel, we’ll go with you- no problem. Jake Goodrich ( @jakegoodrich ) Senior Product Manager @UmamiTV @jakegoodrich
The Networks <ul><li>Cable networks are integrating social media into programming more than traditional networks </li></ul><ul><li>Networks encourage tweeting while watching. They create hashtags and place them on screen during telecasts </li></ul><ul><li>Cable networks, especially Bravo and Vh1, have developed apps to enable viewers to engage efficiently while they watch </li></ul><ul><li>OWN (the Oprah Winfrey Network) offers exclusive content for Facebook followers </li></ul>@Bravo TV @Vh1 @OprahWinfreyNet
The Networks <ul><li>Black Entertainment Television’s 106 & Park posts a daily hash tag which often become trending topics </li></ul><ul><li>WE TV’s WESync system houses most social media comments on the network’s own website </li></ul><ul><li>NBC’s talent show The Voice is the first major network effort. Contestants tweeted live before and after competing </li></ul><ul><li>MTV incorporated a Twitter tracker into its award show to keep up with celebrity and viewer tweets </li></ul>@BET @106andPark @WeTV @NBCTheVoice @MTV @TheRealMaryMary
<ul><li>Increased social media by 64% in the past three years by engaging more with audience </li></ul><ul><li>Premier of Braxton Family Values on Nov. 19 is the the highest premier ever. Social media played a role </li></ul><ul><li>Last season posted live tweets real-time on screen during the show and ratings jumped about 30 percent </li></ul><ul><li>WeSync allows users to connect socially on its own website. It drives traffic to the network’s site by offering exclusive content, polls and videos </li></ul>Crista Scibelli Finocchio ( @CristaMarie28 ) Manager of social media & digital & emerging media @NewhouseSU grad @CristaMarie28 #BFV (Braxton Family Values)
Leveraging stars’ brands’ & social media <ul><li>“ Mary Mary” coming in March was advanced partially because of the duo’s social media engagement (Klout score, 63) </li></ul><ul><li>Some shows are not moving through the development stage if they won’t garner social media buzz </li></ul><ul><li>The network takes every viewer’s seriously on all social media platforms </li></ul><ul><li>“ Every single person’s opinion and comment is important and can go viral at any time.” Crista Scibelli Finocchio </li></ul>@TheRealMaryMary @WeTV @CristaMarie28
Social media metrics and the networks <ul><li>Sean Casey, founder of Social Guide, says networks are paying more attention to social media metrics </li></ul><ul><li>Social media buzz has an impact on PR, advertising and programming even down to the names of programs. </li></ul><ul><li>Will launch Social Guide Intelligence in Jan. 2012. It will provide deeper analytics including key influencers. </li></ul><ul><li>“ We think the big value of social data is that it’s not just numbers, these are human beings who are saying things,” Sean Casey. </li></ul>Sean Casey CEO/Founder ( @prana9 ) @prana9 @Social_Guide
<ul><li>I know from my personal usage, whenever I turn on my TV I go directly to my app and check to see what’s trending because it seems to be a smarter way then scrolling through the TV guide to see what’s actually on. – Julien Greco </li></ul>Julien Greco Producer at SocialGuide, Inc. http://www.socialguide.com/ @JulienGreco @Social_Guide
<ul><li>Social 100: Daily, Weekly and monthly reports that on a daily bases we reveal the top 10 programs, primetime shows, episodes, sports events and networks and then weekly and monthly we show publicly the top 100. We think this is really useful and a different metric system that we know networks are really interested in, and totally different data set from traditional media set. – Julien Greco </li></ul>http://www.socialguide.com/social100 Julien Greco Producer at SocialGuide, Inc. @JulienGreco @Social_Guide
@Trendrr @Nagler Alex Nagler ( @Nagler ) Account Services & Business Development <ul><li>Processes entire real-time Twitter fire hose in real time. </li></ul><ul><li>Only site to track entire conversation </li></ul><ul><li>Only site to segment devices being used (Tablet, Smartphone) </li></ul><ul><li>Only site capable of processing foreign language shows. </li></ul><ul><li>Interested in the industry verticals (GetGlue, Miso); not just Twitter and Facebook. </li></ul>
Measuring: Ratings vs. Engagement @bluefinlabs @gensent @Trendrr @Social_Guide
The Social Media X Factor +40.6% +12.9% +9.0% +17.6% @adage @bluefinlabs @TheXFactorUSA @pepsi @chevrolet @sony @VerizonWireless
The only problem with these social programs is that their only measuring people that are actively involved in the program. It doesn’t cover people who aren’t multi-tasking. Carrie Riby Media Director Roberts Communications @criby @criby
What’s Next? <ul><li>Xbox to end partnership with Netflix to partner with cable channels </li></ul><ul><li>SocialGuide to create Network Profiles in 2012 </li></ul><ul><li>Umami signed CBS deal for Entertainment Tonight, synching companion video content. </li></ul><ul><li>GetGlue launched service with DirectTV </li></ul>@Xbox @Netflix @Social_Guide @UmamiTV @CBS @DirectTV
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