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

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 )
@prana9 @Social_Guide Founder of Social Guide, the first comprehensive social media and television analytics site

The internet, social media and smart phones
#SocialTVSM6

Industries changed and created
Advertising
Viewers gain access and autonomy
Television networks’ operations evolve
Technology is fused and new technology is created
#SocialTVSM6

Social TV and Viewers @lynessamarie

@Razorfish @Yahoo

Top 5 categories @Razorfish @Yahoo

@NielsenWire

VIEWERS
Autonomy
Appointment TV  $
Study shows correlation between social media buzz and ratings. (Nielsen, 2011)
@NielsenWire

Case Study: BET Awards 2011
Live tweeting
Live Ford giveaway & social media lounge
106 and Park “Fandemonium” contest
Backstage Live stream & Twitter wall on stage
Celebs using social media for awards
Partnership with Get Glue
@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

Social TV and Networks @SherriWrites

The Networks
Cable networks are integrating social media into programming more than traditional networks
Networks encourage tweeting while watching. They create hashtags and place them on screen during telecasts
Cable networks, especially Bravo and Vh1, have developed apps to enable viewers to engage efficiently while they watch
OWN (the Oprah Winfrey Network) offers exclusive content for Facebook followers
@Bravo TV @Vh1 @OprahWinfreyNet

The Networks
Black Entertainment Television’s 106 & Park posts a daily hash tag which often become trending topics
WE TV’s WESync system houses most social media comments on the network’s own website
NBC’s talent show The Voice is the first major network effort. Contestants tweeted live before and after competing
MTV incorporated a Twitter tracker into its award show to keep up with celebrity and viewer tweets
@BET @106andPark @WeTV @NBCTheVoice @MTV @TheRealMaryMary

Increased social media by 64% in the past three years by engaging more with audience
Premier of Braxton Family Values on Nov. 19 is the the highest premier ever. Social media played a role
Last season posted live tweets real-time on screen during the show and ratings jumped about 30 percent
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
Crista Scibelli Finocchio ( @CristaMarie28 ) Manager of social media & digital & emerging media @NewhouseSU grad @CristaMarie28 #BFV (Braxton Family Values)

Leveraging stars’ brands’ & social media
“ Mary Mary” coming in March was advanced partially because of the duo’s social media engagement (Klout score, 63)
Some shows are not moving through the development stage if they won’t garner social media buzz
The network takes every viewer’s seriously on all social media platforms
“ Every single person’s opinion and comment is important and can go viral at any time.” Crista Scibelli Finocchio
@TheRealMaryMary @WeTV @CristaMarie28

Social media metrics and the networks
Sean Casey, founder of Social Guide, says networks are paying more attention to social media metrics
Social media buzz has an impact on PR, advertising and programming even down to the names of programs.
Will launch Social Guide Intelligence in Jan. 2012. It will provide deeper analytics including key influencers.
“ 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.
Sean Casey CEO/Founder ( @prana9 ) @prana9 @Social_Guide

Social TV and Analytics @CRContig

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
Julien Greco Producer at SocialGuide, Inc. http://www.socialguide.com/ @JulienGreco @Social_Guide

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
http://www.socialguide.com/social100 Julien Greco Producer at SocialGuide, Inc. @JulienGreco @Social_Guide

@Trendrr @Nagler Alex Nagler ( @Nagler ) Account Services & Business Development
Processes entire real-time Twitter fire hose in real time.
Only site to track entire conversation
Only site to segment devices being used (Tablet, Smartphone)
Only site capable of processing foreign language shows.
Interested in the industry verticals (GetGlue, Miso); not just Twitter and Facebook.

Social TV and Advertising @deecarter

TV isn’t dead. Kantar Media: U.S. Advertising Trends Half Year Report 2011 @Kantar_Media

Engagement Incentives & Promoted Tweets @Audi

Interactive TV Ads @Shazam @OldNavy

Interactive TV Ads @WiOffer

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

Social TV and Technology @CRContig

Social TV and Tech
Computers
Smartphones
Xbox
Smart TV’s
#SocialTVSM6

http://www.samsung.com/us/smarttv/ @Samsungtweets

What’s Next?
Xbox to end partnership with Netflix to partner with cable channels
SocialGuide to create Network Profiles in 2012
Umami signed CBS deal for Entertainment Tonight, synching companion video content.
GetGlue launched service with DirectTV
@Xbox @Netflix @Social_Guide @UmamiTV @CBS @DirectTV

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Social TV Presentation

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