The Gamification of Social TV Inspiring the stories of tomorrow

© Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

©© Gary HayesSOCIAL TV - Inspiring the stories of tomorrow with social media

What is Social TV?

What is Driving it?

The Value for the Users?

What it means for Creators who enable it?

but first....

SOCIAL TV - Inspiring the stories of tomorrow

mailto:[email protected]




Me & Social TVbtw these slides available at

slideshare.net/hayesg31





Content developer, consultant, service director

•95-04 UK, BBC Senior Development Producer - Social Interactive TV

•03-05 US, Interactive Social TV Producer

•05-10 LAMP Advanced Media Production @ AFTRS

•05- PersonalizeMedia Power 150 Media/Marketing Blog

•06- MUVEDesign (Alternate & Augmented Reality, Virtual Worlds)

•10- StoryLabs (Oz, US, UK, Canada)





TV cross media adaptations

Live web, radio, real world doco

Ye Olde Days - Gary’s BBC New Media & US Social TV Prods 95 - 05

BBC Cross Media iTV

Strategic Navigators

Broadband TV

US Social TV Pilots





Single screen, STB based iTV with a slice of social - “One small step in tech, one giant leap for editorial”

Ye Olde Days - SOCIAL iTV Circa 2002





xcreatures over YesTV & BT IPTV service in London in 1999 Produced by Gary Hayes. The BBCs 1st broadband programme to live audiences and with a comment box trail / element actually on the TV screen integrated with the show! 11 years ago...

Social TV is not new - perhaps it is up to version 3.0!





What is Social TV?





Social TV (baby-steps)

= The Conversation of TV

(back-channel, recommendation & community)

The Gamification of TV(playful, tribe building & participative)

The Personalization of TV(users contribution, relevant & their stories)





It isnʼt a Battle for Eyeballs...

<< Social Media vs Broadcast TV >>

for the big prize ... Ad Dollar!





but about Synergy - TV & Social Media are perfect bedfellows





From audience users perspective •content = king•conversation = content (web2)•therefore•conversation = kingThe winners are those who enable the conversation/gamification/personalization





1.MULTITASK (2 SCREEN ): The live social conversation takes place in 3rd party software like Twitter, Facebook or SMS, alongside the show but on other remote devices (mobile or laptop) & without the video element next to the chat2.EMBEDDED: The social conversation stream is aggregated in 2D panes, alongside the actual video show either on the main TV screen or PC/mobile. Various widgets control your view and what elements you see – the show is pulled into your network view or you go to it.3.IN-WORLD: You are represented as an avatar (flat or full 3D character) inside a space and you watch the TV as if you are in a real space with a large shared screen - as avatar group or reflected in the show itself.

4. ADV - RESIDUAL: Shows are specifically set up on advanced TV or online so that you can comment as if its a blog – against the whole show or at various Community Created Indexes (CCIs) within it. You leave thoughts about the show and others come and respond to your annotation and add their own. A threaded, deeper discussion can take place around any moment in the show. This can also be done as group chats in audio, sort of DVD extra director & cast commentary style chats in audio or text around a show for others to follow later.

5. ADV - MODERATED: There is a filtering of the social element as the show itself is formatted so the conversation is funnelled into the format. Presenter or panel response to the conversation in real time. Shifting the focus away from open discussion to focused around tasks. These will be new formats with potentially hundreds of audience members really feeling they are actively part of a live show. This is way beyond ʻQuestion Timeʼ two or three asked by the host, or hidden voting / commenting reality show – this is a new format about to happen!

6. ADV - AUGMENTED TV: You are there in the same space around a shared screen but it is enhanced. You will all have different layers overlays of the same show but with Augmented Reality viewers (either hold up screens or glasses) you will be simultaneously taking part in any of the 5 above AND communicating with the physical folk around you. An enhanced version of a traditional webTV couple where one is talking about the show on Twitter while the other is on Facebook.

7. ADV - ALTERNATE REALI-TV: This is where the TV show is both a trigger and an integral part to a broader story environment made up of social networks, physical shared spaces, game places, objects, devices etc: Often called Alternate Reality Games this is where highly social and collaborative behaviour by fans and puzzle solving creatives travel through a web of story – some made by the TV show producers much enhanced by the participatory audience.

http://www.personalizemedia.com/social-tv-reloaded/

REFERENCE - Social TV Usage Scenarios







What is DrivingSocial TV?





eg: Slipstream Single Screen Social TV

Itʼs not about the new tech!





Itʼs not about the new gadgets!

Integrated TV with web browsers built in

•6 million (15% of sales in US) this year.

•In 2014 70% of all sets will be Web enabled.

ABI Research

Two screen synch growth

Smartphone capability





Itʼs definitely not about the content pipes shifting linear video!





Itʼs because former audience wants to be ʻlistened toʼ

1990 - Viewer contributions to BBC 1 million per year(snail mail, comments via newspaper, vhs etc: )

2000 - Viewer contribution, 1 million per DAY(email, website comments, dv tapes, radio, uploads, iTV etc: )

2010 - 10 million per day(as above + most discussion impressions outside BBC walled garden)





They want to share experiences - especially TV events





X-Factor Effect - nearly 2% of ALL twitter traffic on Sun/Mon evesThey want to share experiences - especially TV events





It’s about being recognised, the ‘I am Here’ effect!e.g.: GetGlue. 1 mill users March 2011

ht http://www.lostremote.com



http://www.lostremote.com

http://www.lostremote.com



But ʻpassiveʼ prime time audiences are getting oldAverage primetime viewer hits 51 in 2011

http://online.wsj.com/article/SB10001424052748703559604576174983272665032.html

Wall St Journal March 2011







UK audiences, youth behaviour driving Social TV?

Child Wise survey of 2,445 children between the ages of 5 and 16

80% + used internet "on demand" television services

Visited Facebook in the week before the survey ?•36% of 7-10-year olds•71% of 11-12-year-olds•85% for 13-16-year-olds

97% from the age of 11 have their own mobile phone and 2/3 use them to access the internet





Australian Nielsen Online Consumer survey of 5800 internet users - 77% of respondents saying they “juggled at least 2 forms of media at once” especially the potent mix of TV & web (tablet, smartphone, laptop)

When people did two-screen, 65 per cent said the internet had most of their attention, with only 14 per cent saying the TV did.

http://www.personalizemedia.com/10-reasons-public-multi-platform-funding-is-broken-ways-to-fix-it/

Australian audiences, youth behaviour driving Social TV?







What is the value for the users





From Social Media - Emergent behaviour eg: back channel





Users create new forms - gamers filming live, real time audience and back channel











Some services already recognise the importance of enabling social activity around their programming

EpixHD has some major studio backing being a joint venture between Viacom, Paramount, Metro-Goldwyn-Mayer Studios and Lionsgate

XBoxLive - an already existing online community that can bring their ʻenergyʼ around Pay-Per-Group-Play TV content



http://www.epixhd.com/

http://www.epixhd.com/



enabling

Gamification





Level 1? Check-In Companies ʻGate-Crashingʼ the Back Channel Party?

CoincidentTV

Yap.TV ClipSync

theChanner

GetGlue

Clicker Media

Miso

Facebook TV

Philo

Show Rater

Tuner!sh

IntoNow

Moki.TV

Vualla

Starling

Bunchball

minor gamification - points, loyalty, leader-boards, conversation etc:

Tweet-TV





Gamification 1 - In-Show & In-Story 2 Screen Synch





Gamification 2 - Real time personal participation & inclusion

Cult TV - iEmmy Award winner

Prototype L Word enhanced TVLine producer - G Hayes





Warehouse 13 "part The X-Files, part Raiders of the Lost Ark and part Moonlighting.The series follows United States Secret Service Agents Myka Bering (Joanne Kelly) and Peter Lattimer (Eddie McClintock) when they are assigned to the government's secret Warehouse 13, which houses supernatural "artifacts". It is located in a barren landscape in South Dakota, and they initially regard the assignment as punishment. As they go about their assignments to retrieve missing Warehouse 13 artifacts and investigate reports of new ones, they come to understand the importance of what they are doing

http://www.gloto.com/

Gamification 3 - Living the story roles around the show



http://en.wikipedia.org/wiki/The_X-Files

http://en.wikipedia.org/wiki/The_X-Files

http://en.wikipedia.org/wiki/Raiders_of_the_Lost_Ark




http://en.wikipedia.org/wiki/Moonlighting_(TV_series)

http://en.wikipedia.org/wiki/Moonlighting_(TV_series)

http://en.wikipedia.org/wiki/United_States_Secret_Service

http://en.wikipedia.org/wiki/United_States_Secret_Service

http://en.wikipedia.org/wiki/Special_Agents

http://en.wikipedia.org/wiki/Special_Agents

http://en.wikipedia.org/wiki/Joanne_Kelly

http://en.wikipedia.org/wiki/Joanne_Kelly

http://en.wikipedia.org/wiki/Eddie_McClintock

http://en.wikipedia.org/wiki/Eddie_McClintock

http://en.wikipedia.org/wiki/Government_warehouse_(fiction)




http://www.gloto.com




Gamification 4 - Connecting live users to the show






Fans tweeted things for the actors to do and see where they were in real-time.

The viewers are also going to be able to track the teams in real time while theyʼre investigating.

The banshee button allows viewers at Syfy.com to monitor some of the cameras around the site, and contribute if they see anything unusual while the actors are investigating.

This web feature was so popular that it trended on Twitter during the broadcast and overwhelmed NBCʼs servers.

TV Gamification 4 - Connecting live users to the show








TV Gamification 4 - Connecting live users to the show







http://www.theatrics.com

Theatrics is in the entertainment space, specifically online/Internet based content. This is a brand new market category called Mass Participation Television. It is a blending of the technology and entertainment industries.

Online Entertainment Company Raises $1.3M; Launches Beckinfield, a sci-fi web series in which anyone can create and play a character

Gamification 5 - Users BECOME roles in the show







Mass Participation?

Beckinfield.com is the world’s first online Mass Participation Web Series in which

anyone can create and play a character, build an audience and collaborate on

storylines through social media.

In the story, the tenth-grade English class has begun a project to get residents of the

fictional town of Beckinfield to create video diaries.

When you become an Actor, you'll create a character who lives in Beckinfield. You will

get weekly emails with storylines of what is happening in the town and then create short

videos about your life there that become part of the grand story of Beckinfield.

Anyone can watch the story of Beckinfield unfold by simply watching like a TV show or

jumping from character to character in order to experience the story from every angle





Life in a Day (24 July 10)

Crowdsourced doco by Ridley Scott.

•Total number of submissions 80,000

and representing 197 countries, in 45

different languages. 4 600 hours

•If your footage is in the finished film

will be credited as co-directors

•20 of these contributors will go to the

2011 Sundance Film Festival

Gamification 6 - Users are the show



http://www.imdb.com/name/nm0000631

http://www.imdb.com/name/nm0000631



What it means when creators enable

conversationgamification

personalization





Some benefits for Content Creators

1 Appointment to view

2 Understanding your users tastes better

3 Measuring them properly

4 Growing audiences users

5 Generating loyalty & retention

& much more...





But respect your users - users sensitive to ʻfriend spamʼ misuse






Respect your users in ʻCalls for ContributionsʼIt needs to show the show creators ʻreallyʼ want & are passionate about getting it!

e.g: First AustraliansBarrier to entry?

Use presenters & show formats that respect

user involvement







Fanisodes “People Powered Entertainment”In 2006 Showtimeʼs ʻL Wordʼ have allowed viewers to write the episodeRatings went up by 51%The site logged 175,000 visits and over 3,000,000 page views.“After seven exciting rounds, 1,258 scene submissions and over 124,000 votes and 30,000 comments, almost 20,000 L Word fans have collectively created the worldʼs very first Fanisode”

Respect your users in ʻCalls for ContributionsʼIt needs to show the show creators ʻreallyʼ want & are passionate about getting it!





Measurement 2.0 - To boldly go where measurement hasnʼt been before

http://adage.com/article/the-media-guy/evidence-american-idol-back-baby/226959/

65 000 tweets when American Idol airs & 10k per day when off. 65% female too! AdAge







Tune in every night when the show is on Channel 4 and visit the website right here at channel4.com/drop to play the game. When Davina asks the TV contestants a question, you'll also get the chance to answer that same question via your computer. Can you make it to the end of the show without losing all your money?

See if you can beat the TV contestants and new for this series, you'll be able to play against your friends via Facebook.

The play-along game is just for fun, free to play and is only available when the TV show is live

1st series 4.5%2nd series 8.6%

Play-along with The Million Pound Drop





Monetizing - The Participatory Video Ad

Participatory Video Ad (PVA. Associated with Social TV, Social Interactive TV.) - A PVA is an actual video ad that consumers can rate, share information concerning and otherwise comment about. These give advertisers the ability to measure and view, in real time, user's attitudes towards the ad as well as the product/service itʼs describing. Gaming vendors and movie studios are two of the entities that have used them.

http://www.itvdictionary.com/definitions/participatory_video_ad_pva_definition.html







Summary - As creators of social TV 2.0 services you need to be clear of your Goals & ROIs

•Build community & loyalty to show/channel•Respect the users values & needs

You do this in three ways - by enabling

1.The Conversation of TV - (back-channel, recommendation & community)

2.The Gamification of TV - (playful, engaging & participative

3.The Personalization of TV - (users contribution, relevant & their stories)








THANK YOU Qs?

& again these slides available at

slideshare.net/hayesg31





Traditional broadcasters & film distributorsnew mandate: not just about

GROWING AUDIENCESit is about

CONNECTING with TRUSTING PARTICIPATORY

CO-CREATORS in ʻalteredʼ TV environments





EXTRASnot presented





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Players embedded in the show - eg: Sleuths





The future is about unique Social TV experiences that integrates the audience as users and at the same time truly extends the format of the TV show.

To do this producers must be clear about:•GAMIFICATION (The actual interactive mechanic)•UTILITY (How useful & valuable it is)•SOCIALIZATION (Why it promotes social)•PERSONALIZATION (What elements are about them vs about the broadcasterʼs property)

Key features should also be revealed:•Is this a single or two screen synchʼd service•Live (real time) or asynchronous aspects•The value to a community of interest

Title





TURN THIS INTO TWO FORCESWhat is TV? •The device or screen?•The distribution channel?•The form, types of programmes?•What is that form? “Popular, often live, linear video or something far more social & interactive?”

•What is Social Media?•The devices?•The channels (YouTube, Facebook)?•Or is it actually participating in conversation...?•THEREFORE WHAT IS SOCIAL TV?•Conversation & participation around popular linear video?

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Digital Clarity survey March 2011 of 1,300 British mobile internet users < 25

80% used Twitter, Facebook or other mobile apps to actively comment on TV shows and chat with their friends as they watch.

Of those services used - Twitter 72% Facebook 56% Other Mobile Apps 34%

•fun - 34%•more interesting 32%•about community 42%

Typically popular shows in UK "X-Factor," "Skins," "Glee," "Coronation Street" and "Eastenders"

US Nielsen / Yahoo study - 86 percent of mobile internet users choosing to communicate with each other in real time during broadcasts

Title



http://www.digital-clarity.com/

http://www.digital-clarity.com/



http://www.applicationstore.co.uk/engage#screentoo

Yesterday 15 April - The Application Store (TAS) and Snell have won the Superior Technology Award at National Association of Broadcasting (NAB) convention and exhibition, held at the Las Vegas Convention Centre (the largest broadcasting technology show in the world) with TAS's "ScreenToo" multiplatform TV application.

SYNCH TECH WILL DRIVE SOCIAL TV

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http://www.alittleb.it/portfolio/mtv-my-chart/

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Major UK broadcasters and production companies are creating TV formats that tap into the growing popularity of Facebook, Twitter and Foursquare - will allow broadcasters such as ITV and Channel 4 to attract new advertisers, as well as generate revenue from consumers.

BUT

ʻTV formats are created and then the mobile interactivity is built to fit the showʼ Ben Cusack, Mobile Interactive Group:

http://www.marketingmagazine.co.uk/sectors/mediaentertainment/article/1043936/Broadcasters-build-TV-shows-around-apps

Loyalize Drives Audience Participation During Any Broadcast or Live Event: Sports, TV, Concerts, Politics...reaches consumers on the phones and tablets they're already using, during the shows and events they are already watching and talking about. With Loyalize, consumers socialize, compete, share, shop, and discover, all while winning badges and points they can redeem for real rewards.

Title









ABC Social: Episode Commentary.

allows people to add commentary tracks to any ABC episode

Title



http://abc.go.com/shows/v/episode-commentary/

http://abc.go.com/shows/v/episode-commentary/



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Boxee It is a free, open-source software platform allowing users to share information about what theyʼre listening to or watching with other Boxee users or friends on social networks like twitter, facebook

Cliqset for Boxee, an exciting new way to share and interact with your friends and the entire Boxee community while youʼre watching your favorite movies, television shows and sporting events in real-time





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MOPA TV / Sleuths / No 1 StarPartnering with RDF Digital USA, Sleuths will be the first television show in the United States to let audiences become part of the storyline. "mobile participation television"

TV Asahi used MoPA-TV to create a brand new show called "Number One Star Maniac – Quiz",

After the trial round, the first round of questions attracted 47,845 people to register and participate. By the end of the first round, a cumulative total of 70,028 responses had been received. Viewers showed a greater interest in the more challenging questions asked during the second round in which there were 163,395 cumulative responses in total

Audiences being social and embedded in the TV show!

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Entertainment & Humor

The Gamification of Social TV Inspiring the stories of tomorrow