Social TV uses technology to enable social interaction around television content. Many people now use a second screen like a mobile device while watching TV. Companion apps that sync with TV shows can significantly increase engagement and viewership. Hashtags allow real-time audience participation that becomes part of the TV experience. Future opportunities include sentiment analysis and using social data to optimize engagement strategies.

1. How To Engage Consumers Through
Social TV On Mobile Devices?
Brea Buffaloe
Twitter: @BreaGB

2. What is Social TV?
• Social TV – technology that supports social
interaction surrounding television content

3. Is the second screen a distraction or an
enhancement for marketers?
• 77% of
people use
another
device while
watching TV
Source: thinkwithgoogle.com

4. "When they find something engaging on the TV, they pay
attention. When their interest wanes, in the absence of a second
screen they could change the channel, get up, read a magazine,
etc. With a second screen that allows live social engagement,
they have more reason to stay on-channel with their friend.“ -
Jack Wakshlag, chief research officer at Turner Broadcasting

5. Nielsen-Twitter partnership creates an
industry standard – “Nielsen Twitter TV
Rating” available Fall 2013
• What does it measure?
– Size of audience participating in the conversation
– Amount of people exposed to the activity
• Why does it matter?
– Legitimizes social engagement around TV
– TV ratings vs Social TV rating – effects ad spend
Source: Nielsen

6. What about Facebook?
• Facebook testing television check-in
• Facebook Social Graph Search and #hashtags
Source: adage.com & blog.sgrouples.com

7. Engaging with the “connected” TV
audience through companion apps
• Case Study:
Walking Dead UK
App
– App syncs with
episodes to
track zombie
kills, weapons
used and killer
– Allows you to
make
predictions to
earn points and
share your
progress
Source: redbeemedia.com, thewalkingdeadrumors.com

8. • Results
– Made the Top Ten
List in the iTunes
App Store during
the first week
– 62,000 downloads
in the first 60 days
– 300,000
gameplays in the
first 60 days
– 37.8% uplift in
viewers
– 65.3% jump in
audience share
Source: redbeemedia.com, thewalkingdeadrumors.com

9. • Keys to success
– Gamification
– Easy sharing
– Engages before
(predictions), during
(tracking progress) and
after (sharing) show
Source: literatigamereviews.blogspot.com

10. Engaging with the “connected” TV
audience through social media
• Case Study: The Voice -
#thevoice hashtag
– Fans were allowed to
directly communicate
with other fans,
contestants and
judges with the
hashtag during the
show
– On-screen curation of
tweets and “V-Room”
to interview
contestants based on
questions submitted
on twitter
Source: vodprofessional.com

11. • Results
– 70% of Voice-related
tweets during the first
live episode included
the hashtag #TheVoice
– 200,000 Voice-related
tweets were sent
during the June 7
episode alone
– Roughly five times the
social-media response
of American Idol
– #1 ranking among all
episodic TV shows in
social media
engagement during its
run
Source: adage.com

12. • Keys to success
– Audience becomes
part of the show
(allows for crowd-
sourcing of
content. Ex.
Interview
questions)
– Gets stars and
contestants
involved
– Real-time
engagement
– One clear hashtag
that doesn’t
confuse consumers
Source: mashable.com & lostremote.com

13. Engaging the “connected” TV audience
with second screen strategy
Case Study: Coca Cola Polar Bowl
– During the Super Bowl,
Coca Cola set up their
famous bears to react to
the game in real time and
invited the world to the
party
– They reacted to things
such as when teams
scored, the half-time show
and advertising
– They also responded to
fans on twitter in real time
– 2 60 second ad spots aired
based on what was
happening during the
game
– #GameDayPolarBears
Source: worldsbestcasestudies.com & brandingmagazine.com

14. • Results:
– Over 5000 twitter
mentions of the
polar bears per
minute
– Over 9 million
streams
– Average of 28
minutes per stream
– 32,000 people
RSVP’d on
Facebook
– 12.5% increase in
Twitter followers
before the game
even started
Source: theinspirationroom.com

15. • Keys to success:
– Real-time
engagement
– Personification of
brand icon (polar
bears)
– Integration of
multiple
platforms
(Facebook
events, Twitter,
Website)
– Real-time
brought to
television by
choosing ads
based on Super
Bowl results
Source: brandingmagazine.com

16. What’s in Social TV’s future?
• Next Steps: Volume vs Meaning
– Sentiment Analysis
Source: tvweek.com

17. Delivering strategy and insights
– Strategy: Nielsen Twitter Ranking provides real-
time data but what can brands do with it?
• How should they engage?
• How should they grow?
• In terms of Graph Search – how to optimize?
Source: roiforsales.com