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Social TV is the intersection of social media with TV (and film) content, recommendations, ratings and delivery. This presentation is an overview of how Social TV came about and what's coming, with take-aways for marketers.
About Carri Bugbee • Social
TV explorer, social media marke1ng strategist and speaker; adver1sing/PR professional • Social TV columnist/analyst and editorial board member of TheSocialMediaMonthly.com • Founder of Big Deal PR (BigDealPR.com) • Contribu1ng author: “The Big Book of Social Media Case Studies, Stories, Perspec=ves” • Social media speaker/trainer and former adjunct professor of Social Media Marke1ng at Portland State University • On TwiUer at @CarriBugbee and @socialTVtrends • Social TV links: bit.ly/socialtvﬁlm • Social media links for marketers: bit.ly/smmtrain • Bio and other social proﬁles (G+): CarriBugbee.com
Social media + TV was
inevitable Carri’s deﬁni,on: Technologies (soZware and hardware) and processes that allow connec1ons and interac1ons between fans, content creators and distributors of video content. Wikipedia’s deﬁni,on: Social television is a general term for technology that supports communica1on and social interac1on in either the context of watching television, or related to TV content. It also includes the study of television-‐related social behavior, devices and networks
Financial upside of social media
+ TV is huge Media industry analyst, Jack Myers, predicts social TV could be a $12 billion market by 2020. MIT Technology Review listed social TV as one of the 10 most important emerging technologies in 2010. Wired Magazine named Social TV one of six “trends to expect” in 2011 Source: hUp://blog.ﬂurry.com/bid/82171/Upper-‐Middle-‐Class-‐Females-‐Key-‐to-‐Bridging-‐Mobile-‐Ad-‐Spending-‐Gap
Fans got the ball rolling
organically by adapNng exisNng tools and plaOorms TwiPer hashtags became the ﬁrst social TV “tools”
TwiPer pushes oﬃcial integraNon with
entertainment brands TwiUer partnered with NASCAR & TNT to launch the ﬁrst brand hashtag page June ’12. It features pics, videos and a blend of tweets curated by algorithm & humans (mostly focused on racers). hUp://blog.twiUer.com/2012/06/oﬀ-‐to-‐ races-‐with-‐nascar.html
Facebook has been slow to
“friend” TV biz (but not for lack of trying) Early eﬀorts have had mixed or mediocre results. Look for new features to roll out in 2013. • Facebook is experimen1ng with ways to share updates more visually. • “Watching” update could replace check-‐in apps for TV shows. hUp://thenextweb.com/facebook/2013/02/09/ facebook-‐social-‐tv-‐checkin-‐feature/
TV viewers love to mulN-‐task
Cha]ng with friends and researching
TV content provides potent incenNves Source: hUp://blog.nielsen.com/nielsenwire/online_mobile/40-‐of-‐tablet-‐and-‐smartphone-‐owners-‐use-‐them-‐while-‐watching-‐tv
Tablets skew older, smart phones
skew younger (both are important as second screens) Blue = Nme spent with tablets + TV Green = Nme spent with phones + TV Source: hUp://www.knowledgenetworks.com/news/releases/2012/041212_mmm-‐tv-‐tablet.html
Sports and other live events
are crucial to #2ndScreen acNvity CBS and Turner Sports streamed NCAA March Madness live via an iOS app for the ﬁrst 1me in 2011. Expect this to become common.
How I got interested in
Social TV: TweeNng for @PeggyOlson Started Peggy onTwitter in August2008.Entire universe ofMad Mencharacters joined.Fun experimentquickly yieldedvaluable insights.
Many thought it was a
“real” campaign “…now it looks like the shows marketing team has stepped up the game again by really jumping into the social media space.”
Mad Men fans loved it
“…their smart and clever use of Twitter is something brands or other television shows should take note of.”
AMC? Not so much. Twitter
suspendedMad Men accountsto comply withAMC’s request (thenetwork reportedlysent DMCA take-down notice).
AMC quickly pivoted to support
fans “AMC has issued a statement in support of Twitter-based ‘Mad Men’ characters after online fans were angered that the popular social-networking site yanked the feeds.”
Connected or “smart” TVs will
usher in big changes (at criNcal mass) 38% of US households have at least one TV connected to the internet via video-‐game system, Blu-‐ray, Apple TV, Roku, or the TV set itself Adop1on is up from 30% in 2011 and 24% in 2010.
This is great news for
Many are banking on second
screen apps to drive engagement and revenue SyFy shows “Being Human” and “Alphas” use Shazam to let viewers “unlock” special content and enter sweepstakes.
Check-‐in apps most popular (so
far) GetGlue.com uses game mechanics, friend lists, TwiUer-‐like commen1ng, integra1on with social networks, reviews & recommenda1ons to keep fans coming back. GoMiso.com and Tunerﬁsh.com oﬀer similar func1ons.
Contests, polls and voNng are
popular engagement mechanisms Loyalize oﬀers: • polls • social check-‐ins • mood-‐o-‐meter • TwiUer feeds • Votes in real 1me on TV • For use in live broadcasts “You can ignore that people will do something else during down1me moments of a live event, or create an experience for second screen devices. Crea1ng a synchronous experience is the future of live TV.” – Todd Greene, CEO
Social data + TV engagement
is creaNng a new raNngs game (and acquisiNons*) Trendrr.TV tracks all major networks & shows in real-‐1me. Ac1vity is determined by TwiUer, Facebook, & mul1ple second screen services. Note: Nielsen acquired social TV analy=cs ﬁrm SocialGuide Nov. ’12; TwiTer acquired BlueFin Labs Feb. ‘13.
BlueFin Labs tracks TV content
and ads through online conversaNons BlueFin says it can help brands “gain insight into how a TV campaign moves consumer conversa1on in social media.” It will analyze “brand and lifestyle aﬃni1es of TV audiences so brands can beUer target their TV campaign toward consumers who are most likely to respond and engage.”
Types of Social TV Apps
(most apps fall into several categories) • Check-‐in (similar to geo-‐local check-‐ins, but for TV shows) • Supplementary content (related to programs or ads) • Social networking and chat (with like-‐minded fans) • Social gaming • Content recogni1on (mobile device syncing with content on TV) • Analy1cs (TV and movie ra1ngs) • Rewards, coupons, incen1ves, loyalty programs • Remote control (via mobile device apps) • Guides to programming (with social recommenda1ons built in) • Vo1ng, polls, ra1ngs, reviews
Take-‐aways for brands and marketers
• Get comfortable with social data and meta data—we’re all data marketers now. • Watch for the natural evolu1on from organic to paid on various plauorms (already happening on Facebook). • TV everywhere opens up lots of new places for promo1ons. • Local roll-‐out of Social TV features/func1ons will create aﬀordable opportuni1es for smaller businesses and brands. • Social TV creates new places to ﬁnd and engage with inﬂuencers. • TV check-‐in services can oﬀer branded opportuni1es, promos, coupons, fan base/community building and more. • Find and tap into natural aﬃni1es (i.e., communi1es for X show may be natural consumers of Y product).
Take-‐aways for brands and marketers
• Explore current interac1ve TV ads to home in on target markets (example: Hulu ads ask “was this relevant to you?” What can you learn from this?) • Bridge ad content from TV to online—give people a reason to engage on second screen. • Look for narrow-‐cas1ng adver1sing opportuni1es with online TV. • Seek out sponsorship and product placement opportuni1es in transmedia content. • Choose adver1sing on shows that do well in social (all things being equal) to get more mileage from ad dollars. • Get hip to social ra1ngs of both shows and commercials—and start tracking the online buzz your spots generate (or not). • Now is the =me to experiment. Rules haven’t yet been wriTen!