Social TV - 2014 Overview

Social TV

What is

Social TV?

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

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

Internet did not kill the Television

Convergence of television and social media has led to the emergence of

“Social TV”

The

Numbers!

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

24% Year on year increase in authors and a 38% increase in Tweet volume

51%of brand word of mouth on internet is due to TV advertising

24%decline in confidence on TV advertising

43%follow conversations about a TV program on a companion mobile device

19%CAGR in smartphone sales in BRIIC markets predicted between 2012-2016

The

Concept

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

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

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

5 Implications for marketers

Build curiosity before airing the show to boost viewership

#

1

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

#

2

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

#

3

Get feedback and Understand the performance of the TV shows

#

4

Optimize the shows for content and brand placements based on feedback

#

5

Why is Social TV important?

Curiosity Engage Relevan

ce Feedback Optimize

Summary

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 HaynesKia’s social and digital Media manager

The

Example

3 TimesSocial Media activity during Super Bowl in 2013 than in 2012

30.6 millionsocial media comments during Super Bowl XLVII

38%TVCs during Super Bowl featured hash tags

600,000people posted more than 1.2 million tweets, about the “Breaking Bad” finale

TwitterIs dominant at present in Social TV space with Nielsen Twitter TV ratingsFacebook is catching up.

ThanksSushant KumarFellow (Marketing & Social Media)IIM Lucknowweb.sushant@gmail.comwww.domainofhope.com

Also see on SlideshareDigital Marketing Overview

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-trust-in-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-

Twitters-TV-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-new-all-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-Devices-and-DVRs-Shifting-Global-Media-Consumption-3c1d.aspx

• http://www.nytimes.com/2013/10/03/technology/social-networks-in-a-battle-for-the-second-screen.html?_r=0