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Tiffany St James

Social Media Strategist
Stimulation Ltd




Challenges and Opportunities
UK Social TV
                          @tiffanystjames
62% of consumers use social media while watching TV.
 An increase of 18% since 2011

  Using tablets, smartphones or laptops in their everyday TV
 viewing, both for video and real time TV

 Using social networking sites and forums while watching TV,
 40% of these discuss what they’re watching on social networks


Social TV globally                                             Ericsson Consumer Insight Summary Aug 2012




                                                       @TiffanyStJames
Not watching alone
   Being part of a community
   Self validation
   Curiosity of other opinions
   Seeking additional information
   Wanting to influence or interact with content
   Gratification of being acknowledged by others
   The need to further analyse and discuss



Behaviour drivers                                           Ericsson Consumer Insight Summary Aug 2012




                                                   @tiffanystjames
The UK falls behind the US, despite evidence of viewer
  appetite for social TV engagement
  12% of new UK shows have Facebook pages,
  compared to 30% in the US
  BUT… The Voice UK had 24,885 Twitter followers
  BEFORE broadcast and GetGlue and Miso check-ins are
  growing in the UK


UK vs US                                                       The Wit Monitoring Service 2012




                                                 @tiffanystjames
Celebrity tweets drive engagement




                                                      RESULTED IN



Top 2012 shows by channel
(does not include news and sport)




                                                                        Second Sync 2012




                                                    @tiffanystjames
Sky/YouGov Survey 2012 (4,400)




@tiffanystjames
Production
            Broadcasters
                                   Companies




    Digital/Tech        Content              Comms
     Agencies          Producers            Agencies




The ecosystem
                                                 @tiffanystjames
Fans discuss show content; what happened, acting, new characters plot twists

  TV within the fantasy of a programme; fan plot lines and character diaries

  Highest levels of participation: threat of favourite show cancellation




Fan behaviour
                                                                           @tiffanystjames
Broadcasters are divided over social TV strategy:
     To partner directly with social networks?
     Or to build their own platforms for more control and ad revenue?


  Few utilise a dual strategy

  Many in the UK are making the most of the dual screen back channel,
  broadcasting hashtags to invite people to join the chat

  Few are creating valuable content that extends the story outside of the show



Broadcasters
                                                                        @tiffanystjames
What about the tech?
                       @tiffanystjames
Have a robust infrastructure and planning




War Room set ups for real time analytics and engagement




Objectives will define tools
                                                                     @tiffanystjames
Give useful additional content and
                  use analytics to create richer
                           experiences

Interactive content: Sync’d
                                     @tiffanystjames
Real-time sentiment on shows
                         @tiffanystjames
Rewarding Social TV-ers
                      @tiffanystjames
Social TV: Battle of the Apps
                           @tiffanystjames
Opportunities
                @tiffanystjames
• Not all broadcasters are planning at the right time, it needs to start before filming starts
• Use data for audience insight


   • Be clear what the objectives are:
          Reach a new audience
          Build on an existing community
          Create an engaged community to help secure recommission
          Create purchase desire for merchandise
          Create revenue

   Set clear objectives
                                                                          @tiffanystjames
Co-create with writers and directors
   Extend the story into peoples everyday lives
   Create content that works across various media
   Use different content on different platforms
   Focus on different aspects; setting, characters etc




Create the right content
                                                         @tiffanystjames
• Content should be…

     Fun
     Unusual
     Important
     Interesting
     Educational
     Newsworthy
     Entertaining



Content should add value
                        @tiffanystjames
Social TV lends itself to storytelling
   Extend the story outside of the show
   Allow people to be part of the story, to interact with it
   Create parallel storylines that extend the experience between
   shows
   Compliment the show, don’t duplicate it
   Be flexible, allow the story to take unexpected turns



Storytelling is key
                                                       @tiffanystjames
Embarrassing Bodies Live
              Entire editorial turned over to viewers
              Asking questions/uploading images
              Voting on what they want discussed
              Live from the clinic
              Live consultations on Skype
              App download: medical tests

Valued user-interaction
                                     @tiffanystjames
Have a real use for interaction
Ensure data is fed back into programmes
                                          My Health Checker
                                          5 million tests taken
                                          500k registrations
                                          300k downloads
                                          Weekly visualising & analysis
                                          A real user need to interact
                                          Users trust you



Be a trusted data holder
                                                         @tiffanystjames
Captivating live audiences,
  providing real-time data,
honouring the super-engaged



Event TV
                               @tiffanystjames
Free data

              Engage developers

              Create sandboxes

              R&D

              Prototype


Release data, let devs play
                                  @tiffanystjames
Planning
    Layer data for insights and get the right tools for the job
    Extend the story and the experience outside of shows
    Make activity important, meaningful and relevant
    Leverage social channels differently for different kinds of shows


  Audiences
    Create opportunities for meaningful interaction
    Work with producers and developers to create bespoke content

So…..
                                                              @tiffanystjames
What do you want people to be doing?




   Based on Prochaska’s theoretical model of behavioural change


  Action-orientated modelling
                                                                  @tiffanystjames
Tiffany St James
                                 Social Media Strategist
                                  tiffany@stimulationltd.co.uk
                                        bit.ly/tiffanybio

                                 Slideshare.net/tiffanystjames




Thank you, let’s keep talking…
                                          @tiffanystjames
Resources
Ericsson Consumer Insight Summary Aug 2012
The Wit Monitoring Service 2012
Second Sync 2012
Sky/YouGov Survey 2012 (4,400)



                                             With thanks to Gemma Went
                                             @GemmaWent
                                             Co-Research, build and presentation
                                             So TV Silicon Beach 2012



Acknowledgements…
Embedding digital and social media capability
http://stimulationltd.co.uk

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UK Social TV: Challenges and Opportunties

  • 1. Tiffany St James Social Media Strategist Stimulation Ltd Challenges and Opportunities UK Social TV @tiffanystjames
  • 2. 62% of consumers use social media while watching TV. An increase of 18% since 2011 Using tablets, smartphones or laptops in their everyday TV viewing, both for video and real time TV Using social networking sites and forums while watching TV, 40% of these discuss what they’re watching on social networks Social TV globally Ericsson Consumer Insight Summary Aug 2012 @TiffanyStJames
  • 3. Not watching alone Being part of a community Self validation Curiosity of other opinions Seeking additional information Wanting to influence or interact with content Gratification of being acknowledged by others The need to further analyse and discuss Behaviour drivers Ericsson Consumer Insight Summary Aug 2012 @tiffanystjames
  • 4. The UK falls behind the US, despite evidence of viewer appetite for social TV engagement 12% of new UK shows have Facebook pages, compared to 30% in the US BUT… The Voice UK had 24,885 Twitter followers BEFORE broadcast and GetGlue and Miso check-ins are growing in the UK UK vs US The Wit Monitoring Service 2012 @tiffanystjames
  • 5. Celebrity tweets drive engagement RESULTED IN Top 2012 shows by channel (does not include news and sport) Second Sync 2012 @tiffanystjames
  • 6. Sky/YouGov Survey 2012 (4,400) @tiffanystjames
  • 7. Production Broadcasters Companies Digital/Tech Content Comms Agencies Producers Agencies The ecosystem @tiffanystjames
  • 8. Fans discuss show content; what happened, acting, new characters plot twists TV within the fantasy of a programme; fan plot lines and character diaries Highest levels of participation: threat of favourite show cancellation Fan behaviour @tiffanystjames
  • 9. Broadcasters are divided over social TV strategy: To partner directly with social networks? Or to build their own platforms for more control and ad revenue? Few utilise a dual strategy Many in the UK are making the most of the dual screen back channel, broadcasting hashtags to invite people to join the chat Few are creating valuable content that extends the story outside of the show Broadcasters @tiffanystjames
  • 10. What about the tech? @tiffanystjames
  • 11. Have a robust infrastructure and planning War Room set ups for real time analytics and engagement Objectives will define tools @tiffanystjames
  • 12. Give useful additional content and use analytics to create richer experiences Interactive content: Sync’d @tiffanystjames
  • 13. Real-time sentiment on shows @tiffanystjames
  • 14. Rewarding Social TV-ers @tiffanystjames
  • 15. Social TV: Battle of the Apps @tiffanystjames
  • 16. Opportunities @tiffanystjames
  • 17. • Not all broadcasters are planning at the right time, it needs to start before filming starts • Use data for audience insight • Be clear what the objectives are: Reach a new audience Build on an existing community Create an engaged community to help secure recommission Create purchase desire for merchandise Create revenue Set clear objectives @tiffanystjames
  • 18. Co-create with writers and directors Extend the story into peoples everyday lives Create content that works across various media Use different content on different platforms Focus on different aspects; setting, characters etc Create the right content @tiffanystjames
  • 19. • Content should be… Fun Unusual Important Interesting Educational Newsworthy Entertaining Content should add value @tiffanystjames
  • 20. Social TV lends itself to storytelling Extend the story outside of the show Allow people to be part of the story, to interact with it Create parallel storylines that extend the experience between shows Compliment the show, don’t duplicate it Be flexible, allow the story to take unexpected turns Storytelling is key @tiffanystjames
  • 21. Embarrassing Bodies Live Entire editorial turned over to viewers Asking questions/uploading images Voting on what they want discussed Live from the clinic Live consultations on Skype App download: medical tests Valued user-interaction @tiffanystjames
  • 22. Have a real use for interaction Ensure data is fed back into programmes My Health Checker 5 million tests taken 500k registrations 300k downloads Weekly visualising & analysis A real user need to interact Users trust you Be a trusted data holder @tiffanystjames
  • 23. Captivating live audiences, providing real-time data, honouring the super-engaged Event TV @tiffanystjames
  • 24. Free data Engage developers Create sandboxes R&D Prototype Release data, let devs play @tiffanystjames
  • 25. Planning Layer data for insights and get the right tools for the job Extend the story and the experience outside of shows Make activity important, meaningful and relevant Leverage social channels differently for different kinds of shows Audiences Create opportunities for meaningful interaction Work with producers and developers to create bespoke content So….. @tiffanystjames
  • 26. What do you want people to be doing? Based on Prochaska’s theoretical model of behavioural change Action-orientated modelling @tiffanystjames
  • 27. Tiffany St James Social Media Strategist tiffany@stimulationltd.co.uk bit.ly/tiffanybio Slideshare.net/tiffanystjames Thank you, let’s keep talking… @tiffanystjames
  • 28. Resources Ericsson Consumer Insight Summary Aug 2012 The Wit Monitoring Service 2012 Second Sync 2012 Sky/YouGov Survey 2012 (4,400) With thanks to Gemma Went @GemmaWent Co-Research, build and presentation So TV Silicon Beach 2012 Acknowledgements…
  • 29. Embedding digital and social media capability http://stimulationltd.co.uk