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By Shayna Blumenthal
@sblumen
WHAT IS #SOCIALTV?
Social TV refers to technologies surrounding television that promote communication and
social interaction related to program content (Mashable)
BRIEF HISTORY
Twitter established in 2006 – allows for people to talk in real time
First hashtag used on Twitter in 2007 (readwrite.com)
2009 – term “social tv” starts being used
2010 – GetGlue Launch
2010 – Social tv starts being adopted by viewers, and studied by experts
2011 – experts see social media engagement as a positive for TV
Bluefin Labs releases product establishing social media metrics in 2011
Bones and Breaking Bad both added hashtags on-screen in April 2011
“SECOND SCREEN” DEFINITION
The idea that the tablet
or smartphone
becomes a TV
companion device,
allowing for added
levels of interactivity
http://www.businessinsider.com/bii-report-heres-why-the-second-screen-industry-is-set-to-explode-2013-33
TWITTER STATS
percent of users that are
active while watching TV
tweet about what they’re
watching
of all public chatter about
TV happens on Twitter
66%
33%
95%
http://www.brafton.com/news/twitter-the-undeniable-second-screen-that-sparks-brand-engagement-sesny
SOCIAL TV ENGAGEMENT
Something as simple as an
onscreen #hashtag can
spark a convergence of
reactions that bring
people together. (Solis)
There is no clear beginning
or end to this cycle, and
one does not
necessarily cause the
other.
http://networkingexchangeblog.att.com/small-business/brands-see-twitter-as-the-second-screen-to-tv/
ESPN – THE LEADER IN SPORTS
Social drives 25-50% of the
conversation around sports
Twitter alone drove 50% of the
social chatter for CBS for the year
ESPN doesn’t look at second
screen applications, but looks at
influencers on social in an effort to
drive dialogue
Looking at how to incorporate
digital activities into ESPN
products
CURRENT #SOCIALTV APP MARKET
Current app market is
segmented into
categories. Some
experts believe the future
SocialTV app will either
be completely
consolidated, or become
even more fragmented.
http://www.2ndscreensociety.com/research
GETGLUE – SOCIAL NETWORKING FOR TV
Launched in 2010
Allows you to “check in” to shows,
movies, or sports events
Earn stickers for checking into
premiere episodes or special
events
Curates conversations in real time
around a show or event
Checking in multiple times gives you “clout”
superfan or die-hard
Although they have a website, majority of
development going into mobile
70% of usage comes from mobile
TOMORROWISH – DVR FOR TWITTER
“Everyone’s on social, whether they
realize it or not”
“lots of effort going into user-generated
content”
IE Psych 100th episode,
viewers voted and chose the
ending
TV Everywhere lets people talk about
shows they watch a day/month later,
anywhere they want
“Social TV and Second Screen is
Twitter’s game to loose” if they don’t
innovate and concentrate on TV
TV EVERYWHERE
term used by networks and TV providers to describe programs
they offer on computers, tablets and smart phones after
they've aired on the traditional channels.
“Be everywhere the consumers are, anytime they want to watch”
SOCIALTVANALYTICS–HOWITALLGETSMEASURED
Social TV analytics is the organization and measurement of social media
conversations about TV.
Social TV metrics quantify audience conversation about TV, just as Nielsen
ratings quantify audience viewership of TV.
SocialTV Analytics companies:
2008 2009
What gets measured?
GetGlue checkins, Social mentions/interactions (Twitter/Facebook), and
[Viggle/Miso/other] activity (depends on company)
TRENDRR WEEKLY CHARTS
CASE STUDY – SUPERBOWL XLVII
https://bluefinlabs.com/blog/category/social-tv-metrics/
WHAT’S TO COME IN SOCIALTV & SECOND
SCREEN
No one knows for sure.
Social TV and Second Screen are still in their infancy, some say in its “pre-
Friendster” stage (Tom Miale)
Future is about personalization and socialization – not one size fits all
More integration of apps and TVs – Tomorrowish and GetGlue
More rewards for non-linear viewing
Live reaction and live voting- ESPN
The State of Social TV and the Second Screen

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The State of Social TV and the Second Screen

  • 2. WHAT IS #SOCIALTV? Social TV refers to technologies surrounding television that promote communication and social interaction related to program content (Mashable) BRIEF HISTORY Twitter established in 2006 – allows for people to talk in real time First hashtag used on Twitter in 2007 (readwrite.com) 2009 – term “social tv” starts being used 2010 – GetGlue Launch 2010 – Social tv starts being adopted by viewers, and studied by experts 2011 – experts see social media engagement as a positive for TV Bluefin Labs releases product establishing social media metrics in 2011 Bones and Breaking Bad both added hashtags on-screen in April 2011
  • 3. “SECOND SCREEN” DEFINITION The idea that the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity http://www.businessinsider.com/bii-report-heres-why-the-second-screen-industry-is-set-to-explode-2013-33
  • 4. TWITTER STATS percent of users that are active while watching TV tweet about what they’re watching of all public chatter about TV happens on Twitter 66% 33% 95% http://www.brafton.com/news/twitter-the-undeniable-second-screen-that-sparks-brand-engagement-sesny
  • 5. SOCIAL TV ENGAGEMENT Something as simple as an onscreen #hashtag can spark a convergence of reactions that bring people together. (Solis) There is no clear beginning or end to this cycle, and one does not necessarily cause the other. http://networkingexchangeblog.att.com/small-business/brands-see-twitter-as-the-second-screen-to-tv/
  • 6. ESPN – THE LEADER IN SPORTS Social drives 25-50% of the conversation around sports Twitter alone drove 50% of the social chatter for CBS for the year ESPN doesn’t look at second screen applications, but looks at influencers on social in an effort to drive dialogue Looking at how to incorporate digital activities into ESPN products
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  • 8. CURRENT #SOCIALTV APP MARKET Current app market is segmented into categories. Some experts believe the future SocialTV app will either be completely consolidated, or become even more fragmented. http://www.2ndscreensociety.com/research
  • 9. GETGLUE – SOCIAL NETWORKING FOR TV Launched in 2010 Allows you to “check in” to shows, movies, or sports events Earn stickers for checking into premiere episodes or special events Curates conversations in real time around a show or event Checking in multiple times gives you “clout” superfan or die-hard Although they have a website, majority of development going into mobile 70% of usage comes from mobile
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  • 11. TOMORROWISH – DVR FOR TWITTER “Everyone’s on social, whether they realize it or not” “lots of effort going into user-generated content” IE Psych 100th episode, viewers voted and chose the ending TV Everywhere lets people talk about shows they watch a day/month later, anywhere they want “Social TV and Second Screen is Twitter’s game to loose” if they don’t innovate and concentrate on TV
  • 12. TV EVERYWHERE term used by networks and TV providers to describe programs they offer on computers, tablets and smart phones after they've aired on the traditional channels. “Be everywhere the consumers are, anytime they want to watch”
  • 13. SOCIALTVANALYTICS–HOWITALLGETSMEASURED Social TV analytics is the organization and measurement of social media conversations about TV. Social TV metrics quantify audience conversation about TV, just as Nielsen ratings quantify audience viewership of TV. SocialTV Analytics companies: 2008 2009 What gets measured? GetGlue checkins, Social mentions/interactions (Twitter/Facebook), and [Viggle/Miso/other] activity (depends on company)
  • 15. CASE STUDY – SUPERBOWL XLVII https://bluefinlabs.com/blog/category/social-tv-metrics/
  • 16. WHAT’S TO COME IN SOCIALTV & SECOND SCREEN No one knows for sure. Social TV and Second Screen are still in their infancy, some say in its “pre- Friendster” stage (Tom Miale) Future is about personalization and socialization – not one size fits all More integration of apps and TVs – Tomorrowish and GetGlue More rewards for non-linear viewing Live reaction and live voting- ESPN