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2nd screen, what?
Giovanni [email protected]
Linguaggi e tecniche dei media digitali
Università per Stranieri di Perugia
AFFITTASI...
NO CANINO GATTINO DAMS
Milano
Cavi
Presentazioni
Once...
...2007...
http://www.youtube.com/watch?v=z9yOeMaB4vU
Performer at Blip Festival 2007, NYC (USA) stage name: nrgiga
...Now
Social TV is...Social television is a general term for technology that supports communication and social interaction 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.
Social television systems can for example integrate voice communication, text chat, presence and context awareness, TV recommendations, ratings, or video-conferencing with the TV content either directly on the screen or by using ancillary devices.
The Theory
Behaviours
Consumption
Multitasking
Survey by Yahoo Mobile and Razorfish polled 2,000 U.S. adults on their mobile habits and device preferences, to help marketers better understand consumer behavior.
38% of respondents say browsing the web enhances their TV viewing experience, while another 38% say it makes them more distracted.
70% of respondents multitask at least once a week; 49% do so daily.
15% are on their phones for programs’ entire durations.
94% of reported multitaskers engage in some form of mobile communication while watching TV, such as exchanging email, sending IMs, texting, talking or social networking.
60% browse the mobile web, of which 44% search for unrelated content and 38% search for related content.
Mobile traffic spikes during halftime shows of sporting events; Yahoo Sports saw a 305% increase during the last Super Bowl halftime show.
(Social+TV)=Data
2weeks before finale=+14% buzz / +1% ratings
2weeks before mid=+14% buzz / +1% ratings
4weeks before=+9% buzz / +1% ratings
Content will increasingly be created with social interaction in mind, so in the future; social engagement
will drive TV content rather than TV content driving social interactions. The audience will be able to change the storyline, or even create the storyline, by engaging around show content in real-time. We already have audiences voting online for some game shows, and
affecting the outcome of the show.
PHASE 1 – PRE-SHOW: The buzz starts building about what Rachel will do on the next episode of Glee. The Social Interaction Curve in Phase 1 reflects the buzz activity: it starts low on the
vertical (BUZZ) and horizontal (TIME) axes and reaches its highest point at the end of Phase 1, just as the show is about to start.
PHASE 2 – DURING THE SHOW: The Social Interaction Curve during Phase 2 (as the show is on the air) goes through peaks and valleys, following real-time happenings. For example, during a football game buzz will peak during time-outs, especially right after a quarterback fumbles a
ball and then drop as the action starts again and people concentrate on the game.PHASE 3 – POST-SHOW: Buzz is still high after the show is off the air: “Can you believe that
sick home-run by Alex Rodriguez?” and then tapers off with time.
DATA
Ecosystems at War
Social Networks
Social TVPlayers Broadcasters
What a mess!
Watch the official IntoNow promo
http://www.youtube.com/watch?v=GmEiE4qcV3k
Watch the official Zeebox at work:
http://www.youtube.com/watch?v=IdxoCDNx2nQ
Watch Deb Roy (CEO Bluefin Labs) at TED:
http://www.youtube.com/watch?v=RE4ce4mexrU
@Oprah
Let’s talk!
The best of Twitter on TV
http://youtu.be/1cfzSYYj8qk
12.4 mln viwers
>10 mln tweets
98% @ from Twitter
Beyonce: 8868 tps
+128000 followers
111.3 mln viewers
10.000 people per second12.233 tps (2011: 4064 tps)
We’re working with Facebook, Twitter, Youtube, GetGlue, Tumblr, Google+ and Miso as well as building out immersive experiences on HBO digital properties such as HBO Connect, HBO.com and HBO GO.
HBO Connect is an integral part of our social TV strategy for Game of Thrones this year. Leading up to the premiere, we encouraged fans to describe Game of Thrones in 140 characters or less and visualized it on HBO Connect and GOT140.com. We then featured the best tweets in a series of commercials that ran both on HBO and online.
In conjunction with an all-day Season 1 marathon on April 1st, we hosted a full day of conversations with the Cast, Crew and Super Fans of Game of Thrones at HBO Connect. This was designed to create awareness for the last catch-up stunt while driving consistent conversation on the social platforms leading into the premiere at 9pm. We’re lining up more official Conversations for later in the season as well.-Miso Promotion-We launched the first official HBO Tumblr for Game of Thrones. It’s designed to celebrate the amazing wealth of fan generated art in homage to the series.We focused our premiere day activities around a single hashtag that we used across platforms to rally the fan community: #GOTDay
We’re extremely happy with the results. Game of Thrones premiered at 9pm to a series high of 3.9MM viewers a 74% improvement when compared to last season’s premiere, 53% in comparison to the season average and 27% when compared to last season’s finale. We had so many GetGlue check-ins on premiere night we crashed GetGlue. According
HBO - Game of Thrones Season 2 in 140 characters (social campaign):
http://youtu.be/93-dQlGdg1w
Text
300.000 followers
> 2.380.000 likes
1.000.000 people
In Italia?
SKY Uno - Xtra Factor Tweet in diretta e moderazione...:
http://youtu.be/dqse-OG1JRw
$ AUDIENCE
ONGOING PARADIGM
What’s next? - pt.1
What’s next? - pt.2
Chloe Sladden, Twitter’s director of media partnerships, once said, “Twitter lets people feel plugged in to a real-time conversation. In the future, I can’t imagine a major event where the audience doesn’t become part of the story itself.”
Anthony Rose, CTO of Zeebox “There will be any second or first screen”.
Brian Solis, principal at Altimeter Group: “...networks, advertisers, and producers, must think beyond technology and rethink experiences. By not focusing on the experience or defining the nature of relationships, we fall to mediumalism a condition where we place inordinate weight on the technology of any medium rather than amplifying platform strengths to deliver desired experiences, activity, and outcomes”.
Grazie :)
