SocialTV … So what?: UK in 2012

Social TV … So What?

Who are we?

Social Media StrategistStimulation LTD@TiffanyStJames

Social strategy for corporate comms/HR and Social TV

Director of SocialPremier

@GemmaWentSocial strategy and campaigns for the entertainment industry

To kick things offlet’s look at social TV and the Olympics …

5.0M 4.86M 140KSocial media comments Breakout by social media

Public Twitter comments Public Facebook comments

Social TV Conversation Trendline

40k

35k

30k

25k

20k

15k

10k

5k

005:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 01:00 02:00 03:00

Airing Window

Matt Lauer and Meredith Vieira open he show; fans express excitement for the start of Olympics

Appearance by James Bond and The Queen

Independent Olympic Athletes dance into the stadium

Team USA enters the stadium in the parade of nations

Olympic cauldron is lit and Sir Paul McCartney performs

Ericsson Consumer Insight Summary Aug 2012

62% of consumers use social media while watching TV.An increase of 18% since 2011

62% use tablets, smartphones or laptops in their everyday TV viewing,both for video and real time TV

62% use social networking sites and forums while watching TV,of these 40% discuss what they’re watching on social networks

Some global stats

Ericsson Consumer Insight Summary Aug 2012

Not watching alone

Being part of a community

Self validation

Curiosity of other opinions

Seeking additional information

Wanting to influence or interact with content

Gratification of being acknowledged by others

The need to further analyse and discuss

Behaviour drivers

The Wit Monitoring Service 2012

The UK falls behind, despite evidence of viewer appetite for social TV engagement

12% of new UK shows have Facebook pages,

compared to 30% in the US

ALTHOUGH the Voice UK had 24,885 Twitter followers BEFORE broadcast and GetGlue and Miso check-ins are growing in the UK

But what about the UK?

But what about the UK?

Top 2012 shows by channel(does not include news and sport)

Celebrity tweets drive engagement

RESULTED IN

Second Sync 2012

Sky/YouGov Survey 2012 (4,400)But what about the UK?

CommsAgencies

The ecosystem

Broadcasters ProductionCompanies

Digital/TechAgencies

ContentProducers

What works?

What we’re seeing

Fans discuss show content; evaluating what happened, acting, new characters or a twist in the plotThey discuss TV within the fantasy of a programme; fan plot lines and character diariesHighest levels of participation when favourite shows are threatened with cancellationBroadcasters are divided over social TV strategy: To partner directly with social networks? Or to build their own platforms for more control and ad revenue? 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 show

Broadcasters aren’t planning at the right time, it needs to start before filming starts

Be clear what the objectives are:Reach a new audienceBuild on an existing communityCreate an engaged community to help secure recommissionCreate purchase desire for merchandise Use data for audience insightCreate ad revenue

Planning is key

Create the right content

Content should add value. If it’s not any of these things, don’t bother

Fun

Unusual

Important

Interesting

Educational

Newsworthy

Entertaining

Create the right content

Co-create with writers and directors

Extend the story into peoples everyday lives

Create content that works across various media

Use different content on different platforms

Focus on different aspects; setting, characters etc

I’m going to tell you a story

Social TV lends itself to storytelling

People want to delve deeper into the ‘story’

Extend the story outside of the show

Allow people to be part of the story, to interact with it

Create parallel storylines that extend the experience between shows

Compliment the show, don’t duplicate it

Be flexible, allow the story to take unexpected turns

Making the most of the back channel

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)

Bridging the gap

Create content that extends or bridges the experience between shows

Develop content that can set the scene ahead of the show, involving people in the story from the start

Extend the story between the shows. Share clues, create new storylines. Make it essential to ‘be there’

Keep the story alive while shooting the next series

Keep the audience engaged and ready for more

What about the tech?

The right tools for the job

War Room set ups for real time analytics and engagement

Have a robust infrastructure and planning

Objectives should define the tools

Interactive content: Sync’d

Give useful additional content and use analytics to create richer experiences

Real-time sentiment on shows

Rewarding Social TV-ers

Social TV: Battle of the Apps

Event TV

Captivating live audiences, providing real-time data honouring the super-engaged

In audience hands

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

Have a real use for interactionEnsure data is fed back into programmes

My Health Checker5 million tests taken500k registrations300k downloadsWeekly visualising and analysis A real user need to interactUsers trust you 

Release data, let devs play

Free data

Engage developers

Create sandboxes

R & D

Prototype

Ideas and execution

REWIRED STATECoding a Better Country

To sum up then

Plan at the right timeExtend the story Make 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 content Get the right tools for the jobDon’t overlook the importance of data

Thanks

Social Media Strategiststimulationltd.com@TiffanyStJames

Social strategy for corporate comms/HR and Social TV

Director of Socialpremiercomms.com

@GemmaWentSocial strategy and campaigns for the entertainment industry