The document discusses the evolving landscape of social television, emphasizing the integration of social media with TV to create interactive experiences for viewers. It highlights the growing financial potential of social TV, predicting it could become a $12 billion market by 2020, and examines various engagement mechanisms such as check-in apps, contests, and second screen technologies. Additionally, it provides actionable takeaways for brands and marketers to leverage social data and enhance viewer engagement through innovative advertising strategies.

1. Social
TV
Ecosystem
&
Opportuni1es
by
Carri
Bugbee
February
11,
2013

2. About
Carri
Bugbee
• Social
TV
explorer,
social
media
marke1ng
strategist
and
speaker;
adver1sing/PR
professional
• Social
TV
columnist/analyst
and
editorial
board
member
of
TheSocialMediaMonthly.com
• Founder
of
Big
Deal
PR
(BigDealPR.com)
• Contribu1ng
author:
“The
Big
Book
of
Social
Media
Case
Studies,
Stories,
Perspec=ves”
• Social
media
speaker/trainer
and
former
adjunct
professor
of
Social
Media
Marke1ng
at
Portland
State
University
• On
TwiUer
at
@CarriBugbee
and
@socialTVtrends
• Social
TV
links:
bit.ly/socialtvfilm
• Social
media
links
for
marketers:
bit.ly/smmtrain
• Bio
and
other
social
profiles
(G+):
CarriBugbee.com

3. TV
has
always
been
social

4. Actually,
most
entertainment
media
has
been
social

5. Scarcity
guaranteed
common
experiences
In
1945,
programming
was
limited
to
three
days
per
week.

6. Enter
social
media
(Web
2.0)

7. Social
media
+
TV
was
inevitable
Carri’s
defini,on:
Technologies
(soZware
and
hardware)
and
processes
that
allow
connec1ons
and
interac1ons
between
fans,
content
creators
and
distributors
of
video
content.
Wikipedia’s
defini,on:
Social
television
is
a
general
term
for
technology
that
supports
communica1on
and
social
interac1on
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

8. Financial
upside
of
social
media
+
TV
is
huge
Media
industry
analyst,
Jack
Myers,
predicts
social
TV
could
be
a
$12
billion
market
by
2020.
MIT
Technology
Review
listed
social
TV
as
one
of
the
10
most
important
emerging
technologies
in
2010.
Wired
Magazine
named
Social
TV
one
of
six
“trends
to
expect”
in
2011
Source:
hUp://blog.flurry.com/bid/82171/Upper-­‐Middle-­‐Class-­‐Females-­‐Key-­‐to-­‐Bridging-­‐Mobile-­‐Ad-­‐Spending-­‐Gap

9. Fans
got
the
ball
rolling
organically
by
adapNng
exisNng
tools
and
plaOorms
TwiPer
hashtags
became
the
first
social
TV
“tools”

10. TwiPer
pushes
official
integraNon
with
entertainment
brands
TwiUer
partnered
with
NASCAR
&
TNT
to
launch
the
first
brand
hashtag
page
June
’12.
It
features
pics,
videos
and
a
blend
of
tweets
curated
by
algorithm
&
humans
(mostly
focused
on
racers).
hUp://blog.twiUer.com/2012/06/off-­‐to-­‐
races-­‐with-­‐nascar.html

11. Online
buzz
becomes
crucial
to
live
events

12. Facebook
has
been
slow
to
“friend”
TV
biz
(but
not
for
lack
of
trying)
Early
efforts
have
had
mixed
or
mediocre
results.
Look
for
new
features
to
roll
out
in
2013.
• Facebook
is
experimen1ng
with
ways
to
share
updates
more
visually.
•
“Watching”
update
could
replace
check-­‐in
apps
for
TV
shows.
hUp://thenextweb.com/facebook/2013/02/09/
facebook-­‐social-­‐tv-­‐checkin-­‐feature/

13. Social
media
doesn’t
detract
from
TV
viewership,
it
o[en
boosts
it
Source:
hUp://www.imoderate.com/wp-­‐content/uploads/SocialTV-­‐Final.pdf

14. Contests,
sports
and
comedy
dominate
social
media
conversaNons
Source:
jomc279.files.wordpress.com/2011/08/buzztv-­‐gets-­‐social.pdf

15. TV
viewers
love
to
mulN-­‐task
Source:
hUp://blog.nielsen.com/nielsenwire/online_mobile/double-­‐vision-­‐global-­‐trends-­‐in-­‐tablet-­‐and-­‐smartphone-­‐use-­‐while-­‐watching-­‐tv

16. Cha]ng
with
friends
and
researching
TV
content
provides
potent
incenNves
Source:
hUp://blog.nielsen.com/nielsenwire/online_mobile/40-­‐of-­‐tablet-­‐and-­‐smartphone-­‐owners-­‐use-­‐them-­‐while-­‐watching-­‐tv

17. Tablets
skew
older,
smart
phones
skew
younger
(both
are
important
as
second
screens)
Blue
=
Nme
spent
with
tablets
+
TV
Green
=
Nme
spent
with
phones
+
TV
Source:
hUp://www.knowledgenetworks.com/news/releases/2012/041212_mmm-­‐tv-­‐tablet.html

18. Sports
and
other
live
events
are
crucial
to
#2ndScreen
acNvity
CBS
and
Turner
Sports
streamed
NCAA
March
Madness
live
via
an
iOS
app
for
the
first
1me
in
2011.
Expect
this
to
become
common.

19. Social
media
allows
TV
stories
to
live
in
other
places
(transmedia)

20. How
I
got
interested
in
Social
TV:
TweeNng
for
@PeggyOlson
Started Peggy on
Twitter in August
2008.
Entire universe of
Mad Men
characters joined.
Fun experiment
quickly yielded
valuable insights.

21. Many
thought
it
was
a
“real”
campaign
“…now it looks like the show's
marketing team has stepped up the
game again by really jumping into
the social media space.”

22. Mad
Men
fans
loved
it
“…their smart and
clever use of Twitter is
something brands or
other television shows
should take note of.”

23. AMC?
Not
so
much.
Twitter suspended
Mad Men accounts
to comply with
AMC’s request (the
network reportedly
sent DMCA take-
down notice).

24. AMC
quickly
pivoted
to
support
fans
“AMC has issued a statement in support of
Twitter-based ‘Mad Men’ characters after
online fans were angered that the popular
social-networking site yanked the feeds.”

25. Mad
Men
tweeters
conNnue
(even
now)

26. Fans
love
becoming
characters…

27. …and
sharing
adventures
with
characters.

28. Fans
also
want
to
engage
with
actual
celebriNes
and
shows

29. Connected
or
“smart”
TVs
will
usher
in
big
changes
(at
criNcal
mass)
38%
of
US
households
have
at
least
one
TV
connected
to
the
internet
via
video-­‐game
system,
Blu-­‐ray,
Apple
TV,
Roku,
or
the
TV
set
itself
Adop1on
is
up
from
30%
in
2011
and
24%
in
2010.

30. This
is
great
news
for
adverNsers
hUp://www.marke1ngcharts.com/wp/television/7-­‐in-­‐10-­‐connected-­‐tv-­‐viewers-­‐act-­‐on-­‐interact-­‐with-­‐ads-­‐23041/

31. Many
are
banking
on
second
screen
apps
to
drive
engagement
and
revenue
SyFy
shows
“Being
Human”
and
“Alphas”
use
Shazam
to
let
viewers
“unlock”
special
content
and
enter
sweepstakes.

32. Check-­‐in
apps
most
popular
(so
far)
GetGlue.com
uses
game
mechanics,
friend
lists,
TwiUer-­‐like
commen1ng,
integra1on
with
social
networks,
reviews
&
recommenda1ons
to
keep
fans
coming
back.
GoMiso.com
and
Tunerfish.com
offer
similar
func1ons.

33. Marketers
experimenNng
with
T-­‐commerce
(could
be
Holy
Grail
for
TV
adver,sers)
AcNv8.me
is
an
early
enabler
of
T-­‐commerce
via
mobile
devices.

34. AutomaNc
content
recogniNon
(ACR)
technologies
key
to
many
new
opportuniNes
Shazam
drives
commerce
by
recognizing
on-­‐screen
content
(ads
or
entertainment)
and
driving
veiwers
to
second
screen
experiences
and
opportuniNes.

35. Viggle
rewards
viewers
for
watching
TV
(relies
on
content
recogniNon/syncing)

36. Contests,
polls
and
voNng
are
popular
engagement
mechanisms
Loyalize
offers:
• polls
• social
check-­‐ins
• mood-­‐o-­‐meter
• TwiUer
feeds
• Votes
in
real
1me
on
TV
• For
use
in
live
broadcasts
“You
can
ignore
that
people
will
do
something
else
during
down1me
moments
of
a
live
event,
or
create
an
experience
for
second
screen
devices.
Crea1ng
a
synchronous
experience
is
the
future
of
live
TV.”
–
Todd
Greene,
CEO

37. Social
data
+
TV
engagement
is
creaNng
a
new
raNngs
game
(and
acquisiNons*)
Trendrr.TV
tracks
all
major
networks
&
shows
in
real-­‐1me.
Ac1vity
is
determined
by
TwiUer,
Facebook,
&
mul1ple
second
screen
services.
Note:
Nielsen
acquired
social
TV
analy=cs
firm
SocialGuide
Nov.
’12;
TwiTer
acquired
BlueFin
Labs
Feb.
‘13.

38. BlueFin
Labs
tracks
TV
content
and
ads
through
online
conversaNons
BlueFin
says
it
can
help
brands
“gain
insight
into
how
a
TV
campaign
moves
consumer
conversa1on
in
social
media.”
It
will
analyze
“brand
and
lifestyle
affini1es
of
TV
audiences
so
brands
can
beUer
target
their
TV
campaign
toward
consumers
who
are
most
likely
to
respond
and
engage.”

39. Social
TV
ecosystem
is
exploding

40. Types
of
Social
TV
Apps
(most
apps
fall
into
several
categories)
• Check-­‐in
(similar
to
geo-­‐local
check-­‐ins,
but
for
TV
shows)
• Supplementary
content
(related
to
programs
or
ads)
• Social
networking
and
chat
(with
like-­‐minded
fans)
• Social
gaming
• Content
recogni1on
(mobile
device
syncing
with
content
on
TV)
• Analy1cs
(TV
and
movie
ra1ngs)
• Rewards,
coupons,
incen1ves,
loyalty
programs
• Remote
control
(via
mobile
device
apps)
• Guides
to
programming
(with
social
recommenda1ons
built
in)
• Vo1ng,
polls,
ra1ngs,
reviews

41. Take-­‐aways
for
brands
and
marketers
• Get
comfortable
with
social
data
and
meta
data—we’re
all
data
marketers
now.
• Watch
for
the
natural
evolu1on
from
organic
to
paid
on
various
plauorms
(already
happening
on
Facebook).
• TV
everywhere
opens
up
lots
of
new
places
for
promo1ons.
• Local
roll-­‐out
of
Social
TV
features/func1ons
will
create
affordable
opportuni1es
for
smaller
businesses
and
brands.
• Social
TV
creates
new
places
to
find
and
engage
with
influencers.
• TV
check-­‐in
services
can
offer
branded
opportuni1es,
promos,
coupons,
fan
base/community
building
and
more.
• Find
and
tap
into
natural
affini1es
(i.e.,
communi1es
for
X
show
may
be
natural
consumers
of
Y
product).

42. Take-­‐aways
for
brands
and
marketers
• Explore
current
interac1ve
TV
ads
to
home
in
on
target
markets
(example:
Hulu
ads
ask
“was
this
relevant
to
you?”
What
can
you
learn
from
this?)
• Bridge
ad
content
from
TV
to
online—give
people
a
reason
to
engage
on
second
screen.
• Look
for
narrow-­‐cas1ng
adver1sing
opportuni1es
with
online
TV.
• Seek
out
sponsorship
and
product
placement
opportuni1es
in
transmedia
content.
• Choose
adver1sing
on
shows
that
do
well
in
social
(all
things
being
equal)
to
get
more
mileage
from
ad
dollars.
• Get
hip
to
social
ra1ngs
of
both
shows
and
commercials—and
start
tracking
the
online
buzz
your
spots
generate
(or
not).
• Now
is
the
=me
to
experiment.
Rules
haven’t
yet
been
wriTen!