Mary will present the Project’s latest research on social media adoption as part of a day-long workshop organized by and for the staff from the State Department's Bureau of Educational and Cultural Affairs and the 8 nonprofit organizations that partner with them to design and implement 2 to 3 week study tours around the U.S. for international visitors.
Mary will present the Project’s latest research on social media adoption as part of a day-long workshop organized by and for the staff from the State Department's Bureau of Educational and Cultural Affairs and the 8 nonprofit organizations that partner with them to design and implement 2 to 3 week study tours around the U.S. for international visitors.
EffectiveUI lead user experience architect John McRee's presentation from South by Southwest Interactive 2011:
"It’s a cultural phenomenon that most of us didn’t see coming: baby boomers are taking over Facebook, while the millenials are abandoning it like crazy because it is so last year. After all, what 20-something wants his mom to see his status update about last night’s party? This example signifies a trend in technology overall: the assumed late adopters are now joining early adopters as technology becomes increasingly easy and fun to use. Devices such as the Wii and the iPad have overwhelmingly been adopted by the older and less technologically savvy crowd. The trend has significant design implications. As we’re designing for emergent devices, we need to be very aware that we’re definitely not designing for ourselves. User research will become even more critical, with particular attention paid to the more mature crowd as they have different needs from other generations..."
Program Engagement Power. Programs Do Affect Ad EngagementSteve Weaver
This research demonstrated that commercials shown in highly engaging programs had a higher propensity to be recalled than commercials shown in less engaging programs.
Research conducted into comparative performance of case handling activities of dispute resolution schemes (non-Ombudsman) in the UK. Research commissioned by London TravelWatch
London2012: Learnings on How Australians Consumed The GamesSteve Weaver
Australia’s Nine Entertainment Co’s Olympic Research Program tracked Olympic Games consumption, specifically the mobile second screen experience. The study took advantage of Australia’s high penetration of tablets and smart phones and surveying was done off the back of CMV-Nielsen’s behaviourally rich single-source product. This paper will highlight 8 key learning’s covering solus-screen and concurrent-screen consumption by day and device, and how the uses of smart phones for second screen tv content differ to that of tablets and laptops.
EffectiveUI lead user experience architect John McRee's presentation from South by Southwest Interactive 2011:
"It’s a cultural phenomenon that most of us didn’t see coming: baby boomers are taking over Facebook, while the millenials are abandoning it like crazy because it is so last year. After all, what 20-something wants his mom to see his status update about last night’s party? This example signifies a trend in technology overall: the assumed late adopters are now joining early adopters as technology becomes increasingly easy and fun to use. Devices such as the Wii and the iPad have overwhelmingly been adopted by the older and less technologically savvy crowd. The trend has significant design implications. As we’re designing for emergent devices, we need to be very aware that we’re definitely not designing for ourselves. User research will become even more critical, with particular attention paid to the more mature crowd as they have different needs from other generations..."
Program Engagement Power. Programs Do Affect Ad EngagementSteve Weaver
This research demonstrated that commercials shown in highly engaging programs had a higher propensity to be recalled than commercials shown in less engaging programs.
Research conducted into comparative performance of case handling activities of dispute resolution schemes (non-Ombudsman) in the UK. Research commissioned by London TravelWatch
London2012: Learnings on How Australians Consumed The GamesSteve Weaver
Australia’s Nine Entertainment Co’s Olympic Research Program tracked Olympic Games consumption, specifically the mobile second screen experience. The study took advantage of Australia’s high penetration of tablets and smart phones and surveying was done off the back of CMV-Nielsen’s behaviourally rich single-source product. This paper will highlight 8 key learning’s covering solus-screen and concurrent-screen consumption by day and device, and how the uses of smart phones for second screen tv content differ to that of tablets and laptops.
Director Lee Rainie gave a keynote at the NFAIS annual conference about the way the internet and mobile connectivity have transformed the worlds of networked individuals. He discussed how normal life has changed in the past decade because of three revolutions in technology: 1) the spread of broadband; 2) the rise of mobile connectivity; and 3) the emergence of technological social networks. He will discuss trends and likely future developments in technology that will shape the way people learn, share, and create information.
Building Community in the Digial Marketplace - What's a Y to Do?Steve Drake
Building Community in the Digital Marketplace: What's a Y to Do is designed for senior managers at YMCAs. This is NOT a how to decision but rather focuses on what and why.
The cost of creating video for the Web has plummeted, but it is still one of the most expensive elements of many Web site or Web 2.0 initiatives. Publishers want results—and it’s up to you to get them. In today’s world, your video needs to be in several places simultaneously, with great hooks bringing users back to your Web site. In this session you’ll learn how to become a hyper-syndicator, publishing your video to devices including cell phones, laptops, and televisions. Video publishing may start with an embed code, but so much more is possible—and this session will show you how to take advantage of the best opportunities available.
2. • How are viewers using social media to
enhance their program engagement?
• What program genres are best suited for
social media?
• Applying social TV applications in Nine's
sports broadcasts
• Monetising social TV through increased
value-add for advertisers
• In review: successes, challenges, next
steps
3. The death of TV?- hardly
Social TV wont be big, it will be huge!
4. What’s driving the rapid development?
1. TV has always been social
2. Meets a social need to share experiences
3. Device proliferation
4. Depth rather than breadth
5.
6.
7. Top 10 Media
1. TV shows
2. Social networking sites
Content
3. Music
4. Websites
5. Movies
6. Newspapers
7. Books
8. Video Games
9. Radio Programming
10.Ads
Source: Deloitte State of the Media Democracy
8. 90%
80%
Motivation
Social TV 70%
60%
50%
40%
30%
20%
10%
0%
Tell friends what Help keep my Tell friends Start
shows I watch shows on air about new conversations
shows about new
shows
Source: TVGuide.com User Research Study, May 2011
10. TV is the most favoured form of entertainment over the last 50 years
New delivery technologies
Satellite; cable, digital terrestrial, 4g; highspeed broadband NBN
New hardware/software
Smart TV’s, Android powered screens of all sizes, Cloud-based services,
Windows 8 for mobile
New services
T-Box (Mediahub), Fetch, Xbox360, Iview, Ninemsn Video, Plus7
Optus TV Now
TV still anytime, anywhere
11. 9% 40.0%
8% 35.0%
% Tablet Impressions on Ninemsn Network
7%
30.0%
6%
25.0%
% Total TV Usage
5%
20.0%
4%
15.0%
3%
10.0%
2%
1% 5.0%
0% 0.0%
Tablets TV
Source: OzTAM, Ninemsn
20. 9,000 Twitter Buzz Other Buzz
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
1 week prior WK 1 WK 2 WK 3 WK 4 Finale
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions. Total People
17Th Oct to 21st Nov 2011
21. 9,000 Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience 1,400,000
8,000
1,300,000
7,000
1,200,000
6,000
Mentions
5,000 1,100,000
4,000 1,000,000
3,000
900,000
2,000
800,000
1,000
- 700,000
2 weeks 1 week prior WK 1 WK 2 WK 3 WK 4 Finale
prior
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions, data collected from
10th Oct to 21st Nov 2011. Total People. Ratings Source: OzTam Consolidated data, Celebrity Apprentice
24th Oct to 21st Nov 2011. 5 City Metro Total People
22. 2,500 1,400,000
Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience
1,300,000
2,000 1,200,000
1,100,000
1,500 1,000,000
Mentions
900,000
1,000 800,000
700,000
500 600,000
500,000
0 400,000
Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day Day
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions. Ratings Source: OzTam
Consolidated data, Celebrity Apprentice 24th Oct to 21st Nov 2011. 5 City Metro Total People
23. 500 Positive Buzz Negative Buzz Excess Baggage Audience 1,000,000
450 900,000
400 800,000
350 700,000
Mentions
300 600,000
250 500,000
200 400,000
150 300,000
100 200,000
50 100,000
0 0
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions, data collected from 30th
Jan to 12h Feb 2012. Total People. Ratings Source: OzTam Consolidated data, Excess Baggage 30th Jan to 8th Feb
2012. 5 City Metro Total People
24. Sustained sponsorship; Sustained buzz
Test 2
Test 3
Test 1
Test 2
Test 1
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public
mentions of KFC from the period of 30th Nov 2011 to 19th Jan 2012. Total People
25. “Buzz” is increasingly relevant for Brands
26% of online discussions
“KFC has to be my
mention brands favourite place in the
world”
“Think I’ll have Maccas
for lunch and KFC for
dinner”
“Watching the cricket
makes me feel like a
“Thanks add. Now I feel KFC”
like a Krusher from KFC”
“Cricket was good,
“Every time I watch the “This KFC Big Bash T20 waiting for the better half
cricket I always want Cricket is pretty damn to pick me up and gonna
KFC” cool” try one of those kfc subs
and play some xbox”
Social Media Source: BuzzMetrics, Buzz numbers = Total number of public
mentions of KFC from the period of 30th Nov 2011 to 19th Jan 2012. Total People
26.
27. Primary Use of the 2 nd Screen
Concurrent Media Consumption 81%
Unrelated Sites
80%
Study 1 Study 2
46%
Sites Related to Program
40% 51%
Often
40%
46%
Unrelated SN
44%
23%
Sometimes
25% 33%
Related SN
33%
16%
Rarely
14% 27%
Site of Program/B'Caster
25%
20%
Never Site of Program 19%
22%
Sponsor/Advertiser 20%
Source: Ninelab 2011
29. 90
80
Social TV still in infancy
70
60
50
40
30
20
10
0
Tbox Fetch XBox360 Apple TV Google Tablet Smart TV Smart Social TV
TV Phone Apps
(e.g.
Awareness (%) Usage (%) GetGlue)
Source: Ninelab 2011
30. Competitions
Discounts
Info on Program
Info on Schedule
Behind the scenes info
Invites
Additional footage
Exclusive Content
Vote for Programs
Actor Interviews
Conversation with cast and crew
Gossip on casts and celebrities
Info on catch up
Games
Read forum feedback
Engage communities
Engage with other fans
Write forum feedback
0 10 20 30 40 50 60
Source: Ninelab 2011
41. Successes, Challenges and Next Steps
Social TV:
• Html5; 2nd screen; smart tv
• Some minor disruption to linear viewing
–Enhanced engagement and commericalisation outweigh disruption
Trend towards:
• Broadcast Portal; SM aggregation per program
• EPG;Content replay;Content Recommendation
• Commercial redemption; improved loyalty schemes
• Gps and targetted ad support
Backed by:
Content matching (audio & video) or signal injection
