The document discusses the role of social data in television, emphasizing its function as a feedback mechanism and a metric for ad pricing. It highlights the volume of data generated from tracking TV shows, and the importance of integrating social media into advertising campaigns, particularly during events like the Superbowl. Additionally, it notes that audience numbers alone do not sufficiently predict digital interaction.

1. BROADCAST INTELLIGENCE
@secondsync
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2. SOCIAL DATA
Two key roles for social data
1. Feedback Mechanism - real time reactions from
thousands of viewers.
2. Metric for measuring the interactive audience –
used as a secondary currency for ad pricing /
placement
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3. TRACKING TV SHOWS
35 channels
1,000programmes per day
1,000,000tweets per day
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4. TWITTER
Public platform
Immediacy
Reach extends beyond circle of friends
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5. MAPPING TWEETS TO PROGRAMMES
Basic set of terms Adaptive Search
Removal of
false positives
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6. X FACTOR ORGANIC HASHTAGS
TWEETS
16,780
#fagashbreath
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7. LEADERBOARD
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8. LEADERBOARD
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9. LEADERBOARD
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10. LEADERBOARD
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11. LEADERBOARD
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12. SOCIAL ANALYTICS
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13. SOCIAL ANALYTICS
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16. SOCIAL ANALYTICS
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17. SOCIAL ANALYTICS
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18. SOCIAL ANALYTICS
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19. SOCIAL ANALYTICS
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20. SOCIAL ANALYTICS
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21. SOCIAL ANALYTICS
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22. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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23. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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24. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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25. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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26. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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27. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
- During 2013 Superbowl 75% Brands integrated social into ads (source:Forbes)
- New Twitter ad product allow brands to directly target tweeters who see their ads
- For brands the TV spot is now just the starting point for a campaign
- The brand story continues on Twitter. Cross pollinates to other social media
- Audience numbers alone are not enough to predict digital interaction
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28. SOCIAL TV IS A LAUNCHPAD FOR INTEGRATED CAMPAIGNS
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