Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
737
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 1   Social  TV:   Cross  channel  insights  on  the   ShareThis  pla4orm   Saikat  Mukherjee   Principal  Data  Scien/st   ShareThis  Inc.  
  • 2. Sharing  widgets  across  2.4  Million  publishers   2   ShareThis  widgets  
  • 3. 3   Sharing  widgets  across     120+  social  channels     Widget  Stats     For  January  2014  
  • 4. 4   The  ShareThis  Adver/sing  PlaGorm   The ShareThis platform allows marketers to utilize first party sharing data to meet their advertising objectives SHARETHIS ADVERTISING PLATFORM Social insights for brands INSIGHTS MEDIA REPORTING Ad targeting across digital media formats Advanced campaign reports and proven performance 210MM USERS
  • 5. Social  TV  –  From  TwiKer  to  many  channels   5   But  no  clear  understanding  on  the  compara/ve  differences  between  social  channels  
  • 6. Social  TV  Data   •  3  months  of  data  (Jan  –  Mar  2014)   •  Iden/fied  social  on  4,534  TV  shows  out  of  which  2,043  are  current  shows   •  Number  of  Social  TV  events  =  119.5M   –  Approx.  10%  of  our  social  data  is  on  TV  shows   6   facebook   twiKer   pinterest   reddit   stumbleupon   blogger   copy_text_share  
  • 7. Outline  of  the  Insights   Differences  in  social  behavior  across  channels  on  TV  shows  along:   –  Mobile  vs.  Desktop  devices   –  Time  of  day  when  social  happens   –  How  much  social  is  (near)  real  /me   –  Genres  across  channels   –  Demographics  across  channels  (age,  gender)   –  Geographical  regions   7  
  • 8. Difference  in  Device  usage  between  the  channels   8   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Windows  (mobile  +   tablet)   Android  Tablet   Android  Mobile   iPad   iPhone   Mac   PC   -­‐  Pinterest,  TwiKer,  and  FB  are  now  mobile  dominant  networks   -­‐  Tradi/onal  desktop  social  TV  in  Pinterest  is  almost  half  of  FB!  
  • 9. Time  of  Day  for  social  -­‐  FB   9   0   1   2   3   4   5   6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   21   22   23   -­‐  Steady  growth  in  social  from  mid  aeernoon  to  evening  peak  /me  
  • 10. Time  of  Day  for  social  -­‐  Pinterest   10   0   1   2   3   4   5   6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   21   22   23   Hour  of  Day   -­‐  Steady  growth  in  social  from  mid  aeernoon  to  early  evening  followed  by  a  sharp  peak  
  • 11. Time  of  Day  for  social  -­‐  TwiKer   11   0   1   2   3   4   5   6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   21   22   23   Hour  of  Day   -­‐  Aeernoon  sitcoms  as  well  as  evening  peak  show  /me  
  • 12. Social  TV    -­‐    same  day  to  near  real  /me  during  show  /mes   12   0   2   4   6   8   10   12   Same  Day   Near  Real  Time   %  of  Social  TV  which  happens  on  the  same  day  and  same  hour  (+/-­‐1)  of  the  show  air  /me   -­‐  TwiKer  is  the  most  real  /me  of  the  all  channels   -­‐  Tumblr  and  StumbleUpon  are  preKy  close  too   -­‐  FB  despite  its  huge  volume  is  not  too  real  /me  
  • 13. Most  social  Genres  –  over  all  channels   13   Family   Drama   Comedy   Sports   Ac/on   Talent   Adventure   14%   12%   12%   8%   7%   Overall,  more  than  50%  of  the  social  TV  shows  fall  in     Family,  Drama,  Comedy,  Sports,  and  Ac/on  
  • 14. Genres  across  channels  –  differences  in  what  is  socialized   14   0   5   10   15   20   25   FB   TwiKer   Pinterest   Tumblr   Cinema/Theater   Music   Ac/on   Sports   Comedy   Drama   Family   -­‐  Comedy  is  significant  in  Pinterest  and  Tumblr  but  not  as  much  in  TwiKer  and  FB   -­‐  Sports  is  significant  in  TwiKer  (the  ‘real-­‐/me’  component?)   -­‐  Cinema/Theater  &  Drama  is  significant  in  Tumblr   -­‐  Music  is  significant  in  Pinterest  (skew  to  Females?)  
  • 15. Genres  across  channels  –  near  real  /me  social   15   0   5   10   15   20   25   FB   TwiKer   Pinterest   Reddit   Tumblr   Horror/Supernatural   Ac/on   Comedy   Drama   Sports   Family   Only  social  events  which  happens  during  and  +/-­‐  1  hr  of  the  show  air/me   -­‐  Sports  is  big  in  most  of  the  channels  (except  Tumblr)   -­‐  Family  shows  are  bigger  in  FB  &  Pinterest  while  not  so  in  TwiKer  
  • 16. Demographics  of  audience  –  Gender  and  Heritage  across  all   channels   16   Gender   Male   Female   Ethnicity   Caucasian   African  American   Hispanic   Asian   42%   58%   86%   **  The  demographics  comes  from  integra/on  with  3rd  party  data  sources  
  • 17. Demographics  across  channels  –  Age   17   0   5   10   15   20   25   30   35   18-­‐25   26-­‐35   36-­‐45   46-­‐55   55+   Reddit   Pinterest   TwiKer   FB   Reddit  and  TwiKer  skew  towards  younger  audiences  while  FB  has  more  mature  audiences  
  • 18. Demographics  across  channels  -­‐  Gender   18   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Female   Male  
  • 19. Geographies  –  Metropolitan  areas  across  channels   19   -­‐  Social  TV  on  TwiKer  is  very  strong  on  the  east  coast  metros   -­‐  Social  TV  on  Pinterest,  on  the  other  hand,  resonates  in  smaller  metros  
  • 20. Summary  of  Cross  Channel  Social  TV  Insights   20   Thank  you!   saikat@sharethis.com   Significant  differences  between  social  channels  e.g.   -­‐  Pinterest  and  TwiKer  are  much  more  mobile  centric  than  other  channels   -­‐  TwiKer  is  best  for  capturing  (near)  real  /me  conversa/ons   -­‐  TwiKer  is  great  for  Sports  but  Pinterest  is  beKer  for  Comedy   -­‐  Reddit  skews  towards  young  and  male  while  Pinterest  is  more  towards  young  and  female   -­‐  Coastal  DMAs  use  TwiKer  dispropor/onately  for  social  TV   Marketers  need  to  be  aware  of  these  differences  as  they  crae  and  target  their  message   ShareThis,  with  its  broad  cross  channel  social  plaGorm,      is  uniquely  posi/oned  to  iden/fy  these  nuances