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From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
The document discusses the significance of multi-screening in media consumption, highlighting that audiences spend more time on mobile devices than on television, particularly in the Asia-Pacific region. It emphasizes the need for brands to engage users across multiple platforms through social media interactions, additional content, and immersive experiences. Ultimately, the report advocates for understanding audience behavior and preferences to maximize engagement and leverage social conversations for brand awareness.
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From Second Screen to Multi-Screen: We Are Social's Guide to Social Screens
- 1. SOCIAL SCREENS MAKINGTHE MOST OF MULTI-SCREENING SIMON KEMP • WE ARE SOCIAL • PROMAXBDA ASIA • DECEMBER 2014 awree social We Are Social @eskimon • 1
- 2. SIMON KEMP @eskimon We Are Social @eskimon • 2
- 3. We Are Social@eskimon • 3
- 4. CONTEXT We AreSocial @eskimon • 4
- 5. GLOBAL DIGITAL STATISTICS ACTIVE INTERNET USERS DEC 2014 TOTAL WORLD POPULATION ACTIVE SOCIAL MEDIA ACCOUNTS ACTIVE UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL ACCOUNTS 3.021 BILLION 1.639 BILLION 2.046 BILLION 3.632 BILLION 7.279 BILLION PENETRATION: 50% NB: THIS STAT REFERS TO UNIQUE ACTIVE MOBILE USERS PENETRATION: 28% NB: THIS STAT REFERS TO ACTIVE ACCOUNTS, NOT UNIQUE USERS PENETRATION: 23% NB: THIS STAT REFERS TO ACTIVE ACCOUNTS, NOT UNIQUE USERS URBANISATION: 53% NB: THIS FIGURE IS FOR TOTAL POPULATION INCLUDING CHILDREN PENETRATION: 41% NB: THIS STAT IS BASED ON ACCESS VIA FIXED AND MOBILE CONNECTIONS We Are Social @eskimon • 5 • Sources: Worldometers, InternetLiveStats, Facebook, Tencent, VKontakte, GSMA Intelligence
- 6. DEC TODAY’S MEDIAREALITY 2014 VS 7.3 BILLION 4.2 BILLION MOBILE SUBSCRIPTIONS TELEVISION VIEWERS We Are Social @eskimon • 6 • Sources: GSMA Intelligence; BrightSideOfNews.com
- 7. QUICK POLL: WHICHWOULD YOU GIVE UP FIRST – YOUR SMARTPHONE, OR YOUR TV? We Are Social @eskimon • 7
- 8. Q1 MINUTES PERDAY USING DEVICES 2014 BASED ON PEOPLE WHO OWN OR HAVE ACCESS TO A TELEVISION AS WELL AS A SMARTPHONE OR TABLET We Are Social @eskimon • 8 • Source: Millward Brown 291! 289! 262! 237! 229! 193! 169! 158! 150! 132! 99! 78! 69! 89! 96! 125! 127! 98! INDONESIA PHILIPPINES THAILAND VIETNAM CHINA INDIA AUSTRALIA SOUTH KOREA JAPAN SMARTPHONE / TABLET TELEVISION
- 9. APAC AUDIENCES SPENDMORE THAN TWICE AS MUCH TIME ON MOBILE AS TV We Are Social @eskimon • 9 • Source: extrapolated from data from Millward Brown
- 10. MOBILE IS ALREADYMOST PEOPLE’S ‘FIRST SCREEN’ – ESPECIALLY IN APAC We Are Social @eskimon • 10
- 11. “ Asia leadswhen it comes to watching TV-style video on other devices. About one-third of users in China, Hong Kong and Singapore watch online video every day. In Hong Kong, watching video on a computer or mobile in the evening (26%) is more common than watching TV (14%). Jeff Bercovici, Forbes We Are Social @eskimon • 11
- 12. HOWEVER, THIS ISN’TAN ‘EITHER / OR’ SITUATION We Are Social @eskimon • 12 • Swords image: Javier Sánchez, the Noun Project
- 13. 4 OUT OF5 PEOPLE CONSUME TV AND ONLINE CONTENT AT THE SAME TIME We Are Social @eskimon • 13 • Sources: Google, Nielsen, Microsoft
- 14. !! MULTI-SCREENING ISN’TJUST ABOUT TV EITHER; IT’S RELEVANT TO ALL MEDIA We Are Social @eskimon • 14
- 15. DEC MOBILE WEBUSAGE LOCATIONS 2012 We Are Social @eskimon • 15 • Source: Forrester CAR PUBLIC TRANSPORT TRAVELLING LIVING ROOM KITCHEN BEDROOM HOME OFFICE IN STORES FRIEND’S HOUSE OUTDOORS SCHOOL WORK RESTAURANT 51% 68% 74% 67% 53% 65% 31% 74% 22% 60% 75% 58% 65%
- 16. We Are Social• Image: @echua14 on Instagram @eskimon • 16
- 17. We Are Social• Image: @pardedeivana on Instagram @eskimon • 17
- 18. CRITICAL TAKE-OUT WeAre Social @eskimon • 18
- 19. DON’T START WITHSCREENS – START WITH PEOPLE’S LIVES, INTERESTS AND BEHAVIOUR We Are Social @eskimon • 19
- 20. BEHAVIOUR We AreSocial @eskimon • 20
- 21. Q2 USING MOBILESWHILE WATCHING TV 2014 NORTH AMERICA LATIN AMERICA EUROPE We Are Social @eskimon • 21 • Source: GlobalWebIndex AFRICA THE MIDDLE EAST ASIA-PACIFIC 39%! 53%! 62%! 36%! 67%!
- 22. Q3 WATCHING TV:DIGITAL MULTITASKING 2014 We Are Social @eskimon • 22 • Source: TNS 79%! 72%! 66%! 61%! 59%! 58%! 55%! 53%! 50%! 50%! 48%! 45%! 41%! 38%! 37%! JAPAN HONG KONG THAILAND SINGAPORE TAIWAN VIETNAM NEW ZEALAND SOUTH KOREA AUSTRALIA MALAYSIA GLOBAL INDIA PHILIPPINES INDONESIA CHINA BASED ON RESPONDENTS WHO REPORTED ENGAGING IN OTHER DIGITAL MEDIA WHILE WATCHING TV IN THE EVENING
- 23. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 23 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER
- 24. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 24 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER
- 25. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 25 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER TODAY, IT’S NOT JUST ADS THAT PEOPLE IGNORE
- 26. 2 KEY MULTI-SCREENOPPORTUNITIES ENRICHING ENGAGEMENT PROVIDING DEEPER CONTENT EXPERIENCES BY EXTENDING CONTENT ACROSS DEVICES STOPPING STRAYING KEEPING THE ATTENTION OF WANDERING MINDS BY PROVIDING ALTERNATIVE, BUT RELATED, CONTENT We Are Social @eskimon • 26
- 27. BRINGING PEOPLE IN We Are Social @eskimon • 27
- 28. WORD OF MOUTHPLAYS A CENTRAL ROLE IN HELPING US TO DISCOVER NEW THINGS We Are Social @eskimon • 28
- 29. PEOPLE’S CONVERSATIONS HAVEALWAYS BEEN CENTRAL TO CONTENT’S SUCCESS We Are Social @eskimon • 29
- 30. “ Content isnot king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends – if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about. ~ Cory Doctorow We Are Social @eskimon • 30
- 31. SOCIAL MEDIA ADDSSCALE TO WOM, MAKING MASS DISCOVERY POSSIBLE We Are Social @eskimon • 31
- 32. 13.5 MILLION SOCIALMENTIONS OF “GAME OF THRONES” IN THE PAST 12 MONTHS We Are Social @eskimon • 32 • Source: We Are Social research
- 33. ( THAT’S PRETTYIMPRESSIVE REACH ) We Are Social @eskimon • 33 • Bullhorn image: Gardenia Fair, the Noun Project
- 34. We Are Social• Screengrab of @barackobama’s post on Twitter @eskimon • 34
- 35. HARNESSING INFLUENCERS AND ADVOCATES HELPS TO BUILD MOMENTUM We Are Social @eskimon • 35
- 36. THIS CAN BEAS SIMPLE AS OFFERING THEM SNEAK PREVIEWS OF UPCOMING CONTENT We Are Social @eskimon • 36
- 37. #SHARKNADO We AreSocial @eskimon • 37
- 38. We Are Social• Image: SyFy, via Mashable @eskimon • 38
- 39. 387,000 TWEETS, GENERATINGMORE THAN 5,000 MENTIONS PER MINUTE We Are Social @eskimon • 39 • Source: SyFy, via Mashable
- 40. SOCIAL MECHANICS CANEVEN HELP TO IMPROVE ADVERTISING RESULTS We Are Social @eskimon • 40 • Bullhorn image: Gardenia Fair, the Noun Project
- 41. SUPERBOWL ADS FEATURINGHASHTAGS HAD 60% HIGHER ENGAGEMENT We Are Social @eskimon • 41 • Source: Twitter
- 42. DEC BRAND IMPACTOF MULTI-SCREENING 2013 IMPACT OF USING TWITTER WHILE WATCHING TV vs. TV ‘SOLUS’ USE. UPLIFT COMPARED TO ‘NO RECENT TV WATCHING’ ADVERTISEMENT RECALL! We Are Social @eskimon • 42 • Source: Millward Brown UPLIFT IN BRAND FAVOURABILITY! UPLIFT IN PURCHASE INTENT! 40%! 7%! 16%! 53%! 18%! 30%! TV ONLY! TV + TWITTER! TV ONLY! TV + TWITTER! TV ONLY! TV + TWITTER!
- 43. TO DO: HARNESSSHARING TO INCREASE AWARENESS – BEFORE, DURING, AND AFTER We Are Social @eskimon • 43
- 44. HOW? We AreSocial @eskimon • 44
- 45. ENGAGING YOUR SOCIALAUDIENCE We Are Social @eskimon • 45
- 46. USING SOCIAL MEDIAAPPS IS THE TOP ‘TV MULTI-TASKING’ ACTIVITY We Are Social @eskimon • 46 • Source: Nielsen
- 47. DEC ACTIVE USERSBY SOCIAL PLATFORM 2014 BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS We Are Social @eskimon • 47 • Sources: latest company statements, correct as at 11 December 2014 1,350 ! 829 ! 629 ! 600 ! 500 ! 468 ! 343 ! 300 ! 300 ! 284 ! 230 ! 209 ! 200 ! 170 ! 157 ! 100 ! 100 ! 91 ! 90 ! FACEBOOK QQ QZONE WHATSAPP FACEBOOK MESSENGER WECHAT GOOGLE+ SKYPE INSTAGRAM TWITTER TUMBLR VIBER BAIDU TIEBA LINE SINA WEIBO VKONTAKTE SNAPCHAT BBM LINKEDIN SOCIAL NETWORK MESSENGER / CHAT APP / VOIP
- 48. 95% OF PUBLICCONVERSATION ABOUT TV-RELATED CONTENT HAPPENS ON TWITTER We Are Social @eskimon • 48 • Source: Twitter
- 49. SPECIFIC CALLS TOACTION HELP TO DRIVE SOCIAL MENTIONS AND CONVERSATION We Are Social @eskimon • 49
- 50. We Are Social• Image: sorethumbmarketing.com @eskimon • 50
- 51. We Are Social• Image: sorethumbmarketing.com @eskimon • 51
- 52. We Are Social• Image: softpedia.com @eskimon • 52
- 53. CREATING EXTRA CONTENTESPECIALLY FOR SOCIAL MEDIA PROMOTES SHARING We Are Social @eskimon • 53
- 54. We Are Social• Image: @xfactor on Instagram @eskimon • 54
- 55. We Are Social• Images: houseofcards on tumblr @eskimon • 55
- 56. We Are Social• Image: houseofcards on tumblr @eskimon • 56
- 57. MANAGED CAREFULLY, SUCHCONTENT CAN BE CREATED WITH PARTNER BRANDS TOO We Are Social @eskimon • 57
- 58. We Are Social• Image: The X Factor on Facebook @eskimon • 58
- 59. SUCH CONTENT HELPSRAISE AWARENESS, BUT ALSO DEEPENS FANS’ ENGAGEMENT We Are Social @eskimon • 59
- 60. CREATING FAN FORUMSHELPS TO FOSTER DEEPER CONNECTIONS TOO We Are Social @eskimon • 60
- 61. We Are Social• Screengrab from tvtag.com @eskimon • 61
- 62. HOWEVER, PEOPLE AREINCREASINGLY MOVING CONVERSATIONS TO CHAT APPS We Are Social @eskimon • 62
- 63. DEC CHAT APPS:ACTIVE USER NUMBERS 2014 BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS We Are Social @eskimon • 63 • Sources: Latest company statements, correct as at 02 December 2014 600! 542! 500! 468! 209! 170! 91! 48! WHATSAPP QQ MOBILE FACEBOOK MESSENGER WECHAT WEIXIN VIBER LINE BLACKBERRY MESSENGER KAKAOTALK
- 64. ALL CONTENT SHOULDBE PLATFORM AND DEVICE NEUTRAL FOR MAXIMUM SUCCESS We Are Social @eskimon • 64
- 65. SOCIAL SHARING REACHESITS APEX DURING BIG, LIVE EVENTS We Are Social @eskimon • 65
- 66. THIS PRESENTS AHUGE OPPORTUNITY FOR BRANDS AS WELL AS CONTENT PRODUCERS We Are Social @eskimon • 66
- 67. We Are Social• Image: @oreo on Twitter @eskimon • 67
- 68. We Are Social• Image: @thellenshow on Twitter @eskimon • 68
- 69. BUT THE BESTACTIVITIES GO BEYOND ‘ONE-HIT WONDERS’ We Are Social @eskimon • 69
- 70. We Are Social• Image: FOX SPORTS Asia on Facebook @eskimon • 71
- 71. “ People multi-screento connect with other fans. Some want to feel the adrenaline rush of big moments in real-time. Others focus on being the first to broadcast cool content and have their voice heard. And for some fans, connecting means building social connections out in the world, away from their TVs. We Are Social @eskimon • 72 • Source: Think With Google
- 72. BUT HOW CANBRANDS TAKE FULL ADVANTAGE OF THESE OPPORTUNITIES? We Are Social @eskimon • 73
- 73. IDENTIFY LIKELY SCENARIOSIN ADVANCE, AND PREPARE CONTENT AROUND THEM ALL We Are Social @eskimon • 74
- 74. TO DO #1:MAKE IT EASY TO FIND ‘EXTRA’ CONTENT, ON THE WEB AND VIA SEARCH We Are Social @eskimon • 75
- 75. (A) POST YOUROWN CONTENT VIA SOCIAL MEDIA AT PRECISE MOMENTS IN THE SHOW We Are Social @eskimon • 76
- 76. (B) ENSURE RELEVANTCONTENT IS HIGHLY PROMINENT ON YOUR SITE DURING SHOWS We Are Social @eskimon • 77
- 77. TO DO #2:IDENTIFY THE TRIGGERS THAT WILL INSPIRE THE BEST SOCIAL CONVERSATIONS We Are Social @eskimon • 78
- 78. HOW? We AreSocial @eskimon • 79
- 79. THE BEST WAYTO START IS BY LISTENING TO PEOPLE’S PUBLIC SOCIAL CONVERSATIONS We Are Social @eskimon • 80
- 80. UNDERSTAND WHAT PEOPLEDO, AND MAKE IT EASY FOR THEM TO DO IT FOR YOU TOO We Are Social @eskimon • 81
- 81. POPULAR CONTENT FORMSTHE BASIS FOR MANY OF THE INTERNET’S BIGGEST MEMES We Are Social @eskimon • 82
- 82. We Are Social• Image: panjury.com @eskimon • 83
- 83. IDENTIFY HOW YOUCAN INSPIRE AND ENCOURAGE UGC AROUND YOUR CONTENT We Are Social @eskimon • 84
- 84. We Are Social• Screengrab of houseofcards ‘Fan Art’ gallery on Tumblr @eskimon • 85
- 85. We Are Social• Images: iTunes product page for the Vampire Diaries app @eskimon • 86
- 86. INTERACTING WITH YOURAUDIENCES INSPIRES OTHER PEOPLE TO ENGAGE TOO We Are Social @eskimon • 88
- 87. We Are Social• Screengrabs of @Frank_Underwood’s posts on Twitter @eskimon • 89
- 88. YOU DO NOTNEED TO INTERACT WITH EVERYONE THOUGH – THE VEGAS PRINCIPLE We Are Social @eskimon • 90 • Cherry image: the Noun Project
- 89. INTERACTIVE EXPERIENCES WeAre Social @eskimon • 91
- 90. CREATING MORE IMMERSIVEEXPERIENCES HELPS KEEP AUDIENCES FULLY ENGAGED We Are Social @eskimon • 92
- 91. 69% FEEL MULTI-SCREENCONTENT IS MORE RELEVANT, USEFUL AND INFORMATIVE We Are Social @eskimon • 93 • Source: Microsoft Wunderman
- 92. MAINTAINING ATTENTION WeAre Social @eskimon • 96
- 93. 75% OF ALLSECOND SCREEN ACTIVITY IS UNRELATED TO THE CONTENT ON THE TV We Are Social @eskimon • 97 • Source: Microsoft
- 94. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 98 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER
- 95. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 99 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER
- 96. #FAIL We AreSocial @eskimon • 100
- 97. Q2 WHAT WEDO WHILE WATCHING TV 2014 We Are Social @eskimon • 101 • Source: GlobalWebIndex 60%! 50%! 43%! 41%! 31%! 15%! 10%! 8%! CHATTING TO FRIENDS READING NEWS PLAYING GAMES SEARCHING FOR PRODUCTS TO BUY / ONLINE SHOPPING SEARCHES RELATED TO THE CONTENT I'M WATCHING SHARING OPINIONS ON WHAT I'M WATCHING VIA SOCIAL MEDIA INTERACTING WITH ONLINE CONTENT RELATED TO WHAT I'M WATCHING OTHER
- 98. GAMES AND QUIZZESARE SOME OF THE BEST WAYS TO KEEP PEOPLE ENGAGED We Are Social @eskimon • 102
- 99. We Are Social• Image: Mashable @eskimon • 103
- 100. “ Story Syncis one of the most successful second-screen applications, drawing more than 2 million unique participants last season. We Are Social @eskimon • 104 • Source: AMC, via Mashable
- 101. PEOPLE USING ASYNC APP ARE 26% MORE ENGAGED vs SINGLE-SCREEN VIEWERS We Are Social @eskimon • 105 • Source: Time Warner
- 102. We Are Social• Image: usanetwork.com/suits @eskimon • 106
- 103. PRODUCERS CAN SELLITEMS FEATURED IN THEIR CONTENT DIRECTLY TO VIEWERS TOO We Are Social @eskimon • 107
- 104. MANY MORE MULTISCREENOPPORTUNITIES WE DON’T HAVE TIME FOR TODAY We Are Social @eskimon • 109
- 105. KEY TAKE-AWAYS WeAre Social @eskimon • 110
- 106. MAXIMISING MULTISCREEN OPPORTUNITIES Fuel social conversations to drive mass awareness Deepen engagement with ‘bonus’ social content Plan and prepare for likely scenarios in advance Ensure social content is platform and device neutral Weave brand partners into your social storytelling Extend the content experience onto additional screens Use content like games to maintain engagement We Are Social @eskimon • 111
- 107. TOP TO DO:IDENTIFY WHY PEOPLE ENGAGE WITH CONTENT, AND BUILD FROM THERE We Are Social @eskimon • 112
- 108. FIND MORE INSPIRATION CASE STUDIES: wearesocial.sg We Are Social @eskimon • 113
- 109. WE ARE SOCIALIS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social http://wearesocial.sg • @wearesocialsg
- 110. WE ARE SOCIAL SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social http://wearesocial.sg • @wearesocialsg