The document discusses the state of social TV in 2012. It notes that social TV is transformative due to high user adoption, investment and growth in networks and platforms, and its ability to drive viewership of live TV. It also summarizes key players and trends in the social TV space in 2012, including the growth of social TV analytics and its potential to transform TV production, marketing, advertising and the viewing experience.

1. 2012 State of the Social TV Landscape
Social TV World Summit
@markghuneim

2. Social TV is a transformative platform
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3. Social TV is Transformative because of…
1. Natural User Adoption
2. Investment & Growth: Networks, Brands, Platforms
3. Social TV drives viewership to live TV
4. Evolution of Audience Measurement: Diaries –
Meters – Set Top Box – Social Data
5. Program-level Engagement to the Future of EPGs
6. Extends Ad Opportunities to Drive Branding and
Commerce
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4. How will Social TV move through the Hype Cycle?
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5. THE SOCIAL TV ECOSYSTEM 2011 - 2012
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6. THE SOCIAL TV ECOSYSTEM 2011 - 2012
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7. The Evolution of Social TV Analytics
Baselines Advancements Correlation
• Volume and Velocity • Audience Influence • Predictive
• Sentiment 1.0 • Actionable Insights • Establish Currencies
• Trends and Themes • Advertising Optics
• Weighted / ACR
• Benchmarks and
Norms
• Television Classifiers
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8. Gartner: $3 trillion infotainment market by 2015
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9. EPG + Social TV Data = New Discovery Experiences
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10. Then Now Next
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11. Trendrr.TV History
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12. Trendrr.TV Overview: Highlights
• Processes and understands social TV Analytics & Insights
data
• Optimize programming, increase
engagement
• Developed by a team in and of the
media industry
• Focused on #socialTV for last 4 years, Curation & Publishing
Twitter Ecosystem Partner
• Currently working with over 50% of the
top 50 cable networks
• Media Partnerships: Ad Age,
paidContent, Multichannel News,
Mashable, Lost Remote
• Processing 5-10 million TV tweets/day
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13. Trendrr.TV - Chart
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14. Trendrr.TV – Show Dashboard
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15. 194% Increase in YOY Broadcast Primetime Social Activity
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16. 286% Increase in YOY Social Activity for NBC
The Voice was the driving factor
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17. Traditional ratings may not tell the whole story…
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18. The Voice has a greater social share-of-voice than ratings
share-of-voice
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19. Which genres are the most social?
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20. Social TV is transforming…production
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21. Social TV is transforming…on-air / publishing
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22. Social TV is transforming…marketing
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23. Social TV is transforming…research
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24. Social TV is transforming…advertising
Identify and measure brand
engagement opportunities
93 minutes average per 5 check-ins per day per
session active user
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25. Social TV is transforming…ad sales
Audience
engagement to
drive media value
AMC references
Trendrr.TV to cite
Walking Dead as
the “MOST
TALKED ABOUT
television show”
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26. Social TV is transforming…advertising
• Targeting
• Branding
• Valuation
• Effectiveness
• Integration / Activation
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27. Social TV is transforming…TV watching
• Discovery & Recommendation
• Personalized & Shared Viewing
• Deeper Interactive Experiences
• Redefined Companion Experiences
• Transmedia and Extended Narratives
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28. Mapping Currency
Now Next
Measures the Measures the
audience engagement
reach of TV of TV
programming programming
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29. Social TV
BRAND, USER and NETWORK OPPORTUNITIES
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30. Social TV is a change-agent for how:
People People Brands
interact with interact with interact with
television brands the people
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31. The brand opportunity is enabling
compelling user experiences.
Social data is the new creative
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32. The Weather Channel Social
+
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33. Billboard Latin Music Awards
+
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34. 2012 Oscar Social Leaderboard
+
VIDEO EMBED
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35. Bravo Tweetracker
+
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36. The X-Factor Finale Resonates Internationally
242 countries outside of the USA participated in the conversation
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37. The X-Factor Finale Resonates Internationally
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38. Trendrr.TV UK – Charts 5/11/12 – 5/17/12
Rank Show Title
1 Hollyoaks
2 Britain’s Got Talent
3 Doctor Who
4 The Only Way is Essex
5 Made in Chelsea
6 Once Upon a Time UK (Ch. 5)
7 The Voice UK
8 Celebrity Deal or No Deal
9 Jeremy Kyle
10 East Enders
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39. Trendrr.TV UK
• The UK market favors reality programming
• Normalized for population, social TV activity in the UK is comparable to
the US
• Top UK markets: London, Manchester, Liverpool, Newcastle, Glasgow
• 80% in the UK access Twitter via mobile*
*Source: Twitter
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40. Marketplace Challenges
Data Marketplace User
• Ratings • Guidelines and • Incremental
correlation standards value
• Closed data • MSO/EPG • Discovery
integration
• Audience size • Choosing apps
• Scale • Simultaneous
• Advertising worldwide
extensions and release
acceptance
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41. Opportunities
Networks Brands Users
• Narrative • Targeting • Meaningful
experiences
• Engaging • Valuation
programming • Exposure to
• Social
talent
• Viewer advertising
feedback • Feedback
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42. Social TV is the greatest, most transformative
opportunity in the next three years for the
television industry
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43. Thank You
@markghuneim
mark@wiredset.com
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