2nd screen, what?
Linguaggi e tecniche dei media digitali
Università per Stranieri di Perugia
Giovanni Caruso
nrgiga@gmail.com

AFFITTASI...
NO CANI
NO GATTI
NO DAMS

Milano

Cavi

Presentazioni

Once...

Performer at Blip
Festival 2007, NYC
(USA)
stage name: nrgiga
http://www.youtube.com/
watch?v=z9yOeMaB4vU
...2007...

...Now

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.

The Theory

Behaviours

Consumption

Multitasking

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.

(Social+TV)=Data

2weeks before mid=
+14% buzz / +1% ratings
4weeks before=
+9% buzz / +1% ratings
2weeks before finale=
+14% buzz / +1% ratings

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.

DATA

Ecosystems at War
Social TV Social
Players Networks Broadcasters

What a mess!

Watch the official
IntoNow promo
http://www.youtube.com/
watch?v=GmEiE4qcV3k

Watch the official
Zeebox at work:
http://www.youtube.com/
watch?v=IdxoCDNx2nQ

Watch Deb Roy (CEO
Bluefin Labs) at
TED:
http://www.youtube.com/
watch?v=RE4ce4mexrU

@Oprah

Let’s talk!

The best of
Twitter on TV
http://youtu.be/
1cfzSYYj8qk

12.4 mln viwers
>10 mln tweets
98% @ from Twitter
Beyonce: 8868 tps
+128000 followers

111.3 mln viewers
10.000 people per second
12.233 tps (2011: 4064 tps)

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, HBO.com 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 GOT140.com. 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

HBO - Game of
Thrones Season 2 in
140 characters (social
campaign):
http://youtu.be/93-dQlGdg1w

300.000 followers
> 2.380.000 likes
Text
1.000.000 people

Pls, visit: http://connect.hbo.com

The Talking Dead

In Italia?

SKY Uno - Xtra Factor
Tweet in diretta e
moderazione...:
http://youtu.be/dqse-OG1JRw

What’s next? - pt.1
$ AUDIENCE
ONGOING PARADIGM

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”.

Grazie :)