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SocialTV … So what?: UK in 2012


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State of Social TV in the UK 2012, as presented at Silicon Beach 2012 by Gemma Went and Tiffany St James.

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SocialTV … So what?: UK in 2012

  1. 1. Social TV … So What?
  2. 2. Social Media Strategist Director of Social Stimulation LTD Premier @TiffanyStJames @GemmaWent Social strategy for corporate comms/HR and Social TV Social strategy and campaigns for the entertainment industryWho are we?
  3. 3. To kick things offlet’s look at social TV and the Olympics …
  4. 4. Social media comments Breakout by social media 5.0M 4.86M 140K Public Twitter comments Public Facebook commentsSocial TV Conversation TrendlineMatt Lauer and Meredith Vieiraopen he show; fans express Independent Olympic Olympic cauldron is litexcitement for the start of Appearance by James Athletes dance into the Team USA enters the stadium and Sir Paul McCartneyOlympics Bond and The Queen stadium in the parade of nations performs 40k Airing Window 35k 30k 25k 20k 15k 10k 5k 0 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 01:00 02:00 03:00
  5. 5. 62% of consumers use social media while watching TV.An increase of 18% since 201162% use tablets, smartphones or laptops in their everyday TV viewing,both for video and real time TV62% use social networking sites and forums while watching TV,of these 40% discuss what they’re watching on social networksSome global stats Ericsson Consumer Insight Summary Aug 2012
  6. 6. Not watching aloneBeing part of a communitySelf validationCuriosity of other opinionsSeeking additional informationWanting to influence or interact with contentGratification of being acknowledged by othersThe need to further analyse and discussBehaviour drivers Ericsson Consumer Insight Summary Aug 2012
  7. 7. The UK falls behind, despite evidence of viewer appetite forsocial TV engagement12% of new UK shows have Facebook pages,compared to 30% in the USALTHOUGH the Voice UK had 24,885 Twitter followersBEFORE broadcast and GetGlue and Miso check-ins are growingin the UKBut what about the UK? The Wit Monitoring Service 2012
  8. 8. Celebrity tweets drive engagement RESULTED IN Top 2012 shows by channel (does not include news and sport)But what about the UK? Second Sync 2012
  9. 9. But what about the UK? Sky/YouGov Survey 2012 (4,400)
  10. 10. Production Broadcasters Companies Digital/Tech Content Comms Agencies Producers AgenciesThe ecosystem
  11. 11. What works?
  12. 12. Fans discuss show content; evaluating what happened, acting, new charactersor a twist in the plotThey discuss TV within the fantasy of a programme; fan plot lines andcharacter diariesHighest levels of participation when favourite shows are threatened withcancellationBroadcasters are divided over social TV strategy: To partner directly withsocial networks? Or to build their own platforms for more control and adrevenue? Few utilise a dual strategyMany in the UK are making the most of the dual screen back channel,broadcasting hashtags to invite people to join the chatFew are creating valuable content that extends the story outside of the showWhat we’re seeing
  13. 13. Broadcasters aren’t planning at the right time, it needs to start before filming startsBe 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 Use data for audience insight Create ad revenuePlanning is key
  14. 14. Content should add value. If it’s not any of these things, don’t bother Fun Unusual Important Interesting Educational Newsworthy EntertainingCreate the right content
  15. 15. Co-create with writers and directorsExtend the story into peoples everyday livesCreate content that works across various mediaUse different content on different platformsFocus on different aspects; setting, characters etcCreate the right content
  16. 16. Social TV lends itself to storytellingPeople want to delve deeper into the ‘story’Extend the story outside of the showAllow people to be part of the story, to interact with itCreate parallel storylines that extend the experience between showsCompliment the show, don’t duplicate itBe flexible, allow the story to take unexpected turnsI’m going to tell you a story
  17. 17. Shows are making the most of conversations on platforms like Twitter By using hashtags within the shows, conversations are facilitated around it This extends to before and after the show airs Conversations provide rich insight that can drive future planning (and ad revenue) Independent apps also integrate these conversations (Zeebox, Xfactor etc)Making the most of the back channel
  18. 18. Create content that extends or bridges theexperience between showsDevelop content that can set the scene ahead of theshow, involving people in the story from the startExtend the story between the shows. Share clues,create new storylines. Make it essential to ‘bethere’Keep the story alive while shooting the next seriesKeep the audience engaged and ready for moreBridging the gap
  19. 19. What about the tech?
  20. 20. Have a robust infrastructure and planning War Room set ups for real time analytics and engagement Objectives should define the toolsThe right tools for the job
  21. 21. Give useful additional content and use analytics to create richer experiencesInteractive content: Sync’d
  22. 22. Real-time sentiment on shows
  23. 23. Rewarding Social TV-ers
  24. 24. Social TV: Battle of the Apps
  25. 25. Captivating live audiences, providing real-time data honouring the super-engagedEvent TV
  26. 26. Create opportunities for user-driven content 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 In audience hands
  27. 27. Have a real use for interactionEnsure data is fed back into programmes My Health Checker 5 million tests taken 500k registrations 300k downloads Weekly visualising and analysis A real user need to interact Users trust you  In audience hands
  28. 28. Free data Engage developers Create sandboxesREWIRED STATECoding a Better Country R&D Prototype Ideas and executionRelease data, let devs play
  29. 29. To sum up then
  30. 30. Plan at the right timeExtend the storyMake activity important, meaningful and relevantExtend the experience outside of showsLeverage social channels differently for different kinds of showsCreate opportunities for user generated contentWork with producers to create bespoke contentGet the right tools for the jobDon’t overlook the importance of data
  31. 31. Social Media Strategist Director of Social @TiffanyStJames @GemmaWent Social strategy for corporate comms/HR and Social TV Social strategy and campaigns for the entertainment industryThanks