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Internet did not kill the Television. The convergence of television and social media has led to the emergence of “Social TV”. Social TV has been named one of the 10 most important emerging technologies by the MIT Technology Review. With a high percentage of TV viewers following conversations about TV programs on a companion mobile device, social TV has become a relevant concept for marketers worldwide.
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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 [email protected]
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
