Social TV refers to using social media like Twitter to discuss TV show content as it airs. Hashtags on Twitter helped drive social discussion about TV starting in the late 2000s. The "second screen" of smartphones and tablets allows companion usage while watching TV. Twitter is a major platform for social TV discussion, with 66% of users tweeting about shows and 95% of TV chatter occurring on Twitter. Social engagement through hashtags can increase viewership. Apps like GetGlue and analytics companies measure social TV interactions and conversations to quantify audience engagement with shows. The future of social TV may include more integrated apps and rewards for non-linear viewing.

1. By Shayna Blumenthal
@sblumen

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

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

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)

14. TRENDRR WEEKLY CHARTS

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