Internet did not kill the Television. The convergence of television and social media has led to the emergence of “Social TV”. Social TV has been named one of the 10 most important emerging technologies by the MIT Technology Review. With a high percentage of TV viewers following conversations about TV programs on a companion mobile device, social TV has become a relevant concept for marketers worldwide.

1. Social TV

2. What is
Social TV?

3. Named one of the 10
most important
emerging technologies
by the MIT Technology
Review

4. Over 800 million
strong in 2012 have
created the digital
dialogue we’ve come to
know as Social TV

5. Internet
did not kill
the Television

6. Convergence of
television and social
media has led to the
emergence of
“Social TV”

7. The
Numbers!

8. million
in the U.S. composed
263 million Tweets
about live TV in Q2
2013 alone

9. Year on year increase
in authors and a 38%
increase in Tweet
volume

10. of brand word of
mouth on internet is
due to TV advertising

11. decline in confidence
on TV advertising

12. follow conversations
about a TV program on a
companion mobile
device

13. CAGR in smartphone
sales in BRIIC markets
predicted between 20122016

14. The
Concept

15. Consumers watch TV
and tweet, share their
thoughts, reactions,
and opinions online at
the same time!

16. Post airing of
programs, consumers
watch shows online
through broadcaster’s
online presence

17. Consumers join
communities about
programs, actors and
engage in discussions
on the web

18. Implications for
marketers

19. #
Build curiosity
before airing the
show to boost
viewership

20. #
Build engagement
during the show to
increase interest
and facilitate
online word of
mouth

21. #
Increase relevance
of the content post
airing of the show
to foster online
community

22. #
Get feedback and
Understand the
performance of the
TV shows

23. #
Optimize the
shows for content
and brand
placements based
on feedback

24. Summary
Why is Social TV important?
Curiosity
Engage
Relevance
Feedback
Optimize

25. Television is like rain and
we catch the rain in
buckets and re-deploy it to
the social channels to make
our sales opportunity and
brand grow
George Haynes
Kia’s social and digital Media manager

26. The
Example

27. Social Media activity
during Super Bowl in 2013
than in 2012

28. million
social media comments
during Super Bowl XLVII

29. TVCs during Super Bowl
featured hash tags

30. people posted more than
1.2 million tweets, about
the “Breaking Bad” finale

31. Is dominant at present in
Social TV space with
Nielsen Twitter TV ratings
Facebook is catching up.

32. Thanks
Sushant Kumar
Fellow (Marketing & Social Media)
IIM Lucknow
web.sushant@gmail.com
www.domainofhope.com
Also see on Slideshare
Digital Marketing Overview 

33. Sources
• Data2decision research 2013
http://www.warc.com/LatestNews/News/TV_advertising_is_vital_to_word_of_mouth.news?ID
=31155
• Nielsen Trust in advertising (2012) http://www.nielsen.com/us/en/reports/2012/global-trustin-advertising-and-brand-messages.html
• http://static.bluefinlabs.com/website/bluefin_mit-tech-review.pdf
• http://www.nielsen.com/us/en/nielsen-solutions/social-media-strategy.html
• http://www.socialguide.com/product/nielsen-twitter-tv-ratings/
• http://www.thinktv.co.nz/insights/articles/tv-and-social-media/
• http://www.businessinsider.in/If-Facebook-Proves-Its-Chatter-Leads-To-Ratings-TwittersTV-Business-Could-Be-In-Huge-Trouble/articleshow/25661857.cms
• https://wordpress.bluefinlabs.com/blog/2013/02/04/super-bowl-up-150-in-social-tv-sets-newall-time-record/
• http://lostremote.com/beyonce-bests-the-power-outage-in-tweets-per-minute_b36500
• Motorola engagement research. Analysis of video consumption habits of 9,500 consumers
across 17 markets globally http://mediacenter.motorola.com/Press-Releases/Mobile-Devicesand-DVRs-Shifting-Global-Media-Consumption-3c1d.aspx
• http://www.nytimes.com/2013/10/03/technology/social-networks-in-a-battle-for-the-secondscreen.html?_r=0