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Social TV: Wird das Lagerfeuer digitalisiert?

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Einführung in die vier großen Bereiche des Social TV:
1. Personalisierung des TV Programms.
Nutzer teilen über soziale Netzwerke wie Twitter und Facebook sowie Check-In Diensten wie TunedIn, Waydoo und GetGlue ihre Konsumgewohnheiten mit. Diese Daten werden anschließend zur Personalisierung des Programms eingesetzt.
2. Interaktion mit und über TV-Inhalte.
In sozialen Netzen oder innerhalb von SecondScreen Applikationen interagieren Nutzer mit dem Programm und weiterführenden Inhalten.
3. Virtualisierung des sozialen Kontextes.
Die Couch wird digitalisiert indem z.B. via Videokonferenz oder Google Hangout Inhalte gemeinsam konsumiert werden oder Nutzer mittels Avataren gemeinsam Programme konsumieren.
4. Bindung der Nutzer durch Social Media.
Social Media ermöglicht es TV-Sendern ihr Publikum in Nutzer zu überführen und sie so direkt anzusprechen. Dieser Wandel eröffnet einen neuen effektiven Verbreitungsweg der Bewegtbildinhalte im Netz.

Keynote auf dem ersten Deutschen Social TV Summit der BLM am Donnerstag 14. Juni 2012 in München.

Published in: Technology
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Social TV: Wird das Lagerfeuer digitalisiert?

  1. 1. Social TV 1
  2. 2. EINE PRÄSENTATION VON BERTRAM GUGEL @digitalerfilm 2
  3. 3. Social TV = weiser Schimmel?Photo by Andrea & Stefan CC-BY http://www.flickr.com/photos/winterbald/2483079220/sizes/l/in/photostream/ 3
  4. 4. Social TV Personalisierung Kontext Interaktion Bindung 4
  5. 5. 2008: Twitter trifft TV. Stars Twittern die VMAs 8,4 Mio Zuschauer Teilnahme 7 2007 2008 2009 2010 2011 5
  6. 6. 1,3M Tweets 8,9 8,4 Spiegeln 7 2007 2008http://www.mtv.com/news/articles/1621715/twitter-traffic-triples-during-video-music-awards.jhtml 2009 2010 2011 6
  7. 7. 2M Tweets 11,4 8,9 8,4 Engagement 72007 2008 2009 2010 2011 7
  8. 8. 10M Tweets 12,4 11,4 8,9 8,4 7 2007 2008http://www.mtv.com/news/articles/1669992/vma-twitter-record-10-million.jhtml 2009 2010 2011 8
  9. 9. 1M Twitter Votes Interaktion 2012 9
  10. 10. Interaktion 10
  11. 11. Fördert InteraktionFoto: almost witty http://www.flickr.com/photos/badlydubbedboy/69097713/ CC-Licence 11
  12. 12. People have talked about interactive TVand a second screen experience forever.We’re seeing now that the second screen isTwitter. – Dick Costolo, CEO Twitter Fördert Interaktion 12
  13. 13. Wir stehen am Anfang! Endlich sie ist Stefan Raab raus #DSDS gewinnt #SdR. 4,3M TV Zuschauer 3,1M 3432 Kommentare 6850 1254 Nutzer 2053 Multiplikatoren Couchfunk
  14. 14. Nutzer interagieren mit anderenInhalten! 57% lesen Emails 45% nutzen eine App 44% sind auf Social Networks
  15. 15. Mehrwert bieten!
  16. 16. Interaktion fängt im TV an! Nutzer lenken!
  17. 17. Sozialer Kontext 17
  18. 18. Das letzte LagerfeuerFoto: lowjumpingfrog | http://www.flickr.com/photos/jenorton/5647856557/ CC-BY 18
  19. 19. Das neueLagerfeuer 19
  20. 20. Virtuelle Couch
  21. 21. Watch with Friends, anyone? +http://news.cnet.com/8301-31001_3-57362453-261/facebook-in-talks-to-replace- 21
  22. 22. Communities um on demand Inhalte.
  23. 23. XBox SmartGlassSecondscreen on demand
  24. 24. Personalisierung 24
  25. 25. Anpassung an die Situation PERSONALISIERT Vertrauen auf EmpfehlungenPhoto by: Simon Blackley CC-BY-ND http://www.flickr.com/photos/sblackley/3838050348/sizes/o/in/photostream/ 25
  26. 26. 68% nutzen Facebook als TV Guidehttp://www.telegraph.co.uk/technology/facebook/9175756/Women-ditching-TV-guide-for-Facebook.html 26http://gigaom.com/2012/01/31/pinterest-referral-traffic-google-plus-twitter/
  27. 27. We have adapted our personalizationalgorithms to this new scenario in such away that now 75% of what people watch isfrom some sort of recommendation. – Xavier Amatriain, Netflix
  28. 28. Personalisierter TV Guide?
  29. 29. Individuelle Erlebnisse für alle ... Perceptive Media creates something closer to a personal theater experience in your living room using Internet technologies and sensibility. – Ian Foster, BBC R&D 29
  30. 30. ... im Rahmen von festen Strukturen. 30
  31. 31. Zuschauer an Inhalte binden. 31
  32. 32. REICHWEITE IM Bewirbt NETZ SendungenPhoto by fullerya CC-BY http://www.flickr.com/photos/58497154@N04/7159274330/ 32
  33. 33. 26% Bewirbt Sendungen des Referal Trafficshttp://www.telegraph.co.uk/technology/facebook/9175756/Women-ditching-TV-guide-for-Facebook.html 33http://gigaom.com/2012/01/31/pinterest-referral-traffic-google-plus-twitter/
  34. 34. Begleitet Nutzer über Plattformen ... 274min 44min 65min 15min 3min TV 34
  35. 35. Facebook & YouTube sind die Satelliten-und Kabel-Verbreitung im Netz.http://trends.builtwith.com/media/YouTube 35
  36. 36. Vom Publikum zum Nutzer! 36
  37. 37. DirekteAnsprache! 37
  38. 38. http://www.kraftfuttermischwerk.de/blogg/?p=33327 38
  39. 39. Collaborative storytelling and filmmakingwill do to Hollywood what Wikipedia didto Encyclopedia Britannica – Jimmy Wales, Wikipedia
  40. 40. Social TV Inhalte Personalisierung Verbindungen Kontext Interaktion Systeme Bindung 40
  41. 41. Vielen Dank!KontaktBertram GugelM: +49 179 22 1 77 63bertram.gugel@gmail.comwww.gugelproductions.de

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