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2nd screen, what?

  1. 2nd screen, what? Linguaggi e tecniche dei media digitali Università per Stranieri di Perugia Giovanni Caruso
  3. Milano
  4. Cavi
  5. Presentazioni
  6. Once...
  7. Performer at Blip Festival 2007, NYC (USA) stage name: nrgiga watch?v=z9yOeMaB4vU ...2007...
  8. ...Now
  9. Social TV is... Social television is a general term for technology that supports communication and social interaction in either the context of watching television, or related to TV content. It also includes the study of television- related social behavior, devices and networks. Social television systems can for example integrate voice communication, text chat, presence and context awareness, TV recommendations, ratings, or video- conferencing with the TV content either directly on the screen or by using ancillary devices.
  10. The Theory
  11. Behaviours
  12. Consumption
  13. Multitasking
  14. 15% are on their 60% browse the mobile web, 70% of respondents phones for programs’ of which 44% search for multitask at least once a entire durations. unrelated content and 38% week; 49% do so daily. search for related content. 94% of reported multitaskers engage in some 38% of respondents form of mobile communication say browsing the web while watching TV, such as enhances their TV exchanging email, sending viewing experience, IMs, texting, talking or social while another 38% say it networking. makes them more distracted. Mobile traffic spikes during halftime shows of sporting events; Yahoo Sports saw a 305% increase during the last Super Bowl halftime show. Survey by Yahoo Mobile and Razorfish polled 2,000 U.S. adults on their mobile habits and device preferences, to help marketers better understand consumer behavior.
  15. (Social+TV)=Data
  16. 2weeks before mid= +14% buzz / +1% ratings 4weeks before= +9% buzz / +1% ratings 2weeks before finale= +14% buzz / +1% ratings
  17. PHASE 1 – PRE-SHOW: The buzz starts building about what Rachel will do on the next episode of Glee. The Social Interaction Curve in Phase 1 reflects the buzz activity: it starts low on the Content will increasingly be created with social vertical (BUZZ) and horizontal (TIME) axes and reaches its highest point at the end of Phase 1, interaction in mind, so in the future; social engagement just as the show is about to start. will drive TV content rather than TV content driving social interactions. The audience will be able to change the PHASE 2 – DURING THE SHOW: The Social Interaction Curve during Phase 2 (as the show is on storyline, or even create the storyline, by engaging the air) goes through peaks and valleys, following real-time happenings. For example, during a around show content in real-time. We already have football game buzz will peak during time-outs, especially right after a quarterback fumbles a audiences voting online for some game shows, and ball and then drop as the action starts again and people concentrate on the game. affecting the outcome of the show. PHASE 3 – POST-SHOW: Buzz is still high after the show is off the air: “Can you believe that sick home-run by Alex Rodriguez?” and then tapers off with time.
  18. DATA
  19. Ecosystems at War Social TV Social Players Networks Broadcasters
  20. What a mess!
  21. Watch the official IntoNow promo watch?v=GmEiE4qcV3k
  22. Watch the official Zeebox at work: watch?v=IdxoCDNx2nQ
  23. Watch Deb Roy (CEO Bluefin Labs) at TED: watch?v=RE4ce4mexrU
  24. @Oprah
  25. Let’s talk!
  26. The best of Twitter on TV 1cfzSYYj8qk
  27. 12.4 mln viwers >10 mln tweets 98% @ from Twitter Beyonce: 8868 tps +128000 followers
  28. 111.3 mln viewers 10.000 people per second 12.233 tps (2011: 4064 tps)
  29. We’re working with Facebook, Twitter, Youtube, GetGlue, Tumblr, Google+ and Miso as well as building out immersive experiences on HBO digital properties such as HBO Connect, and HBO GO. HBO Connect is an integral part of our social TV strategy for Game of Thrones this year.  Leading up to the premiere, we encouraged fans to describe Game of Thrones in 140 characters or less and visualized it on HBO Connect and We then featured the best tweets in a series of commercials that ran both on HBO and online. In conjunction with an all-day Season 1 marathon on April 1st, we hosted a full day of conversations with the Cast, Crew and Super Fans of Game of Thrones at HBO Connect.   This was designed to create awareness for the last catch-up stunt while driving consistent conversation on the social platforms leading into the premiere at 9pm. We’re lining up more official Conversations for later in the season as well. -Miso Promotion -We launched the first official HBO Tumblr for Game of Thrones.  It’s designed to celebrate the amazing wealth of fan generated art in homage to the series. We focused our premiere day activities around a single hashtag that we used across platforms to rally the fan community: #GOTDay We’re extremely happy with the results.  Game of Thrones premiered at 9pm to a series high of 3.9MM viewers a 74% improvement when compared to last season’s premiere, 53% in comparison to the season average and 27% when compared to last season’s finale.  We had so many GetGlue check-ins on premiere night we crashed GetGlue. According
  30. HBO - Game of Thrones Season 2 in 140 characters (social campaign):
  31. 300.000 followers > 2.380.000 likes Text 1.000.000 people
  32. Pls, visit:
  33. The Talking Dead
  34. In Italia?
  35. SKY Uno - Xtra Factor Tweet in diretta e moderazione...:
  36. What’s next? - pt.1 $ AUDIENCE ONGOING PARADIGM
  37. What’s next? - pt.2 Chloe Sladden, Twitter’s director of media partnerships, once said, “Twitter lets people feel plugged in to a real-time conversation. In the future, I can’t imagine a major event where the audience doesn’t become part of the story itself.” Anthony Rose, CTO of Zeebox “There will be any second or first screen”. Brian Solis, principal at Altimeter Group: “...networks, advertisers, and producers, must think beyond technology and rethink experiences. By not focusing on the experience or defining the nature of relationships, we fall to mediumalism a condition where we place inordinate weight on the technology of any medium rather than amplifying platform strengths to deliver desired experiences, activity, and outcomes”.
  38. Grazie :)