socialtv … so what?: uk in 2012
DESCRIPTION
State of Social TV in the UK 2012, as presented at Silicon Beach 2012 by Gemma Went and Tiffany St James.TRANSCRIPT
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