1. SOCIAL & TV
THE PERFECT MATCH?

2. “The ability to share our reaction within seconds has
cemented social media sites into the experience of
watching our favorite shows”

3. In the USA, the episode 9 of the
3rd season of the HBO fantasy
series "Game of Thrones" hit
241.700 tweets during the show,
an incredible 172% increase
compared to an average episode
(88.900 tweets). The last 10
minutes of the show saw close to
80,000 tweets.
45% of people
expressed
shock, often with
a big “WTF?!”
17% of the
conversation
was posted in all
capital letters 13% of people
were devastated
by the episode
7% said they will
never watch
GoT again (we‟ll
see about that)
3% of GoT buzz
came from non-
fans asking what
happened
Source: fizziolo.gy

4. “On May 26 alone, there were in the US more than 2.3
million TV-related tweets.
That included over 600,000 for that night's NBA game,
230,000+ for The Bachelorette and nearly 58,000 for
Arrested Development”

5. Challenging the “new normal” …

6. Traditional TV: More Time – (A little less) Reach
(Source: CIM Audimétrie 3/2005 vs 3/2013)
15-34
2005
15-34
2012
35+
2005 35+
2012
Men
2005
Men
2012
Women
2005 Women
2012
SG 1-4
2005
SG 1-4
2012
45%
50%
55%
60%
65%
70%
75%
80%
85%
2:52:48 AM 3:21:36 AM 3:50:24 AM 4:19:12 AM 4:48:00 AM 5:16:48 AM
Daily Reach %

7. Facebook is a mass media
5.200.000 profiles (socialbakers June „13)
5.025.000 total unique visitors (comScore May „13)
80% of Belgian internet users are on Facebook
52% Women – 48% Men
Over 66% return daily, over 85% return at least once a week
Sources: socialbakers, comScore

8. Recently, TV has partnered with online
devices for social and realtime experiences
"Audio synching allows consumers to sync their
smart phones or tablets to interact with a show
and participate in:
trivia, polls, quizzes, predictions, voting and
more."

9. 60% of the Belgian owned a „Digital TV‟
(Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Despite the penetration
of the new
devices, alternative
consumption of linear
TV is mainly watch
from a „traditional TV
set‟.
But, opportunities of
„media meshing‟ are
multiplied by the
abundance of devices

10. Multi-Tasking & Multi-Screen is not to be neglected
(Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Second Screen
Interactivities linked
with TV content are
growing
Traditional TV Sets are
in competition with
Computer and Tablets
„Content‟ Portability to
traditional TV Set is
expected

11. Social&TV: Augmented
• Snack, augmented, add-on content that adds value to large screen. Behind the
scenes, VIP, Wikipedia, Twitter feeds, 360 Video, …

12. Social&TV: Gamification
• Playing along such as with Million Pound Drop UK, Intuitie in Holland, …

13. Social&TV: Transmedia
• Storytelling across multiple devices, platforms and format that can use second screen technologies
"The future isn't either traditional
or digital: it's a feedback loop
between the two.
Television fans want to get
involved and be counted. It's how
creative we are in engaging those
fans - and keeping them
connected even as they move
away from the traditional network
- that will determine how potent
and profitable we will be in the
future."
Kevin Reilly, President of
Entertainment, Fox Broadcasting

14. Social&TV: Discover & disseminate
• Facebook is driving new viewers to watch specific TV programs. Nearly half of the Internet users
responding to a September 2012 Nielsen survey reported that they started watching a show
because of opinions expressed on Facebook
Credits: Prophets

15. Social&TV: Communities & Conversations
a huge opportunity for building relationships with viewers

16. Social&TV: Commerce
• Being able to buy (micro payments). Satiate the need for consumer to impulse spend.

17. “Second Screen Ad Injection systems will
automatically place interstitials and / or reward the
viewer by sending exchangeable coupons or special
offers which can be tracked from reception to
redemption

18. Twitter Ads

19. Facebook introduces hashtag
Here‟s why: It‟s all about the second-screen audience
It‟s been Twitter‟s major pitch to advertisers
to tack little hashtag addendums and
catchphrases onto the end of their
commercials.
From there, a viewer can do a quick search
for the hashtag to track conversation about
the ad and connect with other folks. Same
with TV marketers
Twitter lets advertisers stick promoted tweets
for their products in with those specific
hashtag searches. Soon on Facebook

20. Social & TV: The Voice Belgique & TVVV

21. Social & TV: The Voice Belgique

22. Social & TV: The Voice Belgique

23. More Data

24. “Data Mining from the second screen social activity
and connected TV will change the game of TV
metrics. Web-style analytics will give data from the
VOD servers, TV browser pages, TV and second
screen apps and even the devices themselves.
Facebook and Twitter posts related to TV the
consumer is watching can be tracked and sentiment
monitored on massive scale - which could be part of
the new ratings.”

25. Social & TV: Marcom Opportunities
Leveraging the small screen during
big live events
Incentivizing ad engagement
Gamifying TV ads
Bridging a campaign‟s TV and digital
elements
Syncing e-commerce and social
recommendations with TV content
Sponsoring second-screen extras
Spurring social chatter with hashtags
Enabling real-time interactivity

26. THANK YOU