carri bugbee on social tv
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Social TV Ecosystem & Opportuni1es
by Carri Bugbee
February 11, 2013
About Carri Bugbee • Social TV explorer, social media marke1ng strategist and speaker; adver1sing/PR professional
• Social TV columnist/analyst and editorial board member of TheSocialMediaMonthly.com
• Founder of Big Deal PR (BigDealPR.com)
• Contribu1ng author: “The Big Book of Social Media Case Studies, Stories, Perspec=ves”
• Social media speaker/trainer and former adjunct professor of Social Media Marke1ng at Portland State University
• On TwiUer at @CarriBugbee and @socialTVtrends
• Social TV links: bit.ly/socialtvfilm
• Social media links for marketers: bit.ly/smmtrain
• Bio and other social profiles (G+): CarriBugbee.com
TV has always been social
Actually, most entertainment media has been social
Scarcity guaranteed common experiences
In 1945, programming was limited to three days per week.
Enter social media (Web 2.0)
Social media + TV was inevitable
Carri’s defini,on: Technologies (soZware and hardware) and processes that allow connec1ons and interac1ons between fans, content creators and distributors of video content.
Wikipedia’s defini,on: Social television is a general term for technology that supports communica1on and social interac1on 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
Financial upside of social media + TV is huge
Media industry analyst, Jack Myers, predicts social TV could be a $12 billion market by 2020.
MIT Technology Review listed social TV as one of the 10 most important emerging technologies in 2010.
Wired Magazine named Social TV one of six “trends to expect” in 2011
Source: hUp://blog.flurry.com/bid/82171/Upper-‐Middle-‐Class-‐Females-‐Key-‐to-‐Bridging-‐Mobile-‐Ad-‐Spending-‐Gap
Fans got the ball rolling organically by adapNng exisNng tools and plaOorms
TwiPer hashtags became the first social TV “tools”
TwiPer pushes official integraNon with entertainment brands
TwiUer partnered with NASCAR & TNT to launch the first brand hashtag page June ’12.
It features pics, videos and a blend of tweets curated by algorithm & humans (mostly focused on racers).
hUp://blog.twiUer.com/2012/06/off-‐to-‐races-‐with-‐nascar.html
Online buzz becomes crucial to live events
Facebook has been slow to “friend” TV biz (but not for lack of trying)
• Facebook is experimen1ng with ways to share updates more visually.
• “Watching” update could replace check-‐in apps for TV shows.
Early efforts have had mixed or mediocre results. Look for new features to roll out in 2013.
hUp://thenextweb.com/facebook/2013/02/09/facebook-‐social-‐tv-‐checkin-‐feature/
Social media doesn’t detract from TV viewership, it o[en boosts it
Source: hUp://www.imoderate.com/wp-‐content/uploads/SocialTV-‐Final.pdf
Contests, sports and comedy dominate social media conversaNons
Source: jomc279.files.wordpress.com/2011/08/buzztv-‐gets-‐social.pdf
TV viewers love to mulN-‐task
Source: hUp://blog.nielsen.com/nielsenwire/online_mobile/double-‐vision-‐global-‐trends-‐in-‐tablet-‐and-‐smartphone-‐use-‐while-‐watching-‐tv
Cha]ng with friends and researching TV content provides potent incenNves
Source: hUp://blog.nielsen.com/nielsenwire/online_mobile/40-‐of-‐tablet-‐and-‐smartphone-‐owners-‐use-‐them-‐while-‐watching-‐tv
Tablets skew older, smart phones skew younger (both are important as second screens)
Source: hUp://www.knowledgenetworks.com/news/releases/2012/041212_mmm-‐tv-‐tablet.html
Blue = Nme spent with tablets + TV
Green = Nme spent with phones + TV
Sports and other live events are crucial to #2ndScreen acNvity
CBS and Turner Sports streamed NCAA March Madness live via an iOS app for the first 1me in 2011.
Expect this to become common.
Social media allows TV stories to live in other places (transmedia)
Started Peggy on Twitter in August 2008.
Entire universe of Mad Men characters joined.
Fun experiment quickly yielded valuable insights.
How I got interested in Social TV: TweeNng for @PeggyOlson
“…now it looks like the show's marketing team has stepped up the game again by really jumping into the social media space.”
Many thought it was a “real” campaign
“…their smart and clever use of Twitter is something brands or other television shows should take note of.”
Mad Men fans loved it
AMC? Not so much. Twitter suspended Mad Men accounts to comply with AMC’s request (the network reportedly sent DMCA take-down notice).
“AMC has issued a statement in support of Twitter-based ‘Mad Men’ characters after online fans were angered that the popular social-networking site yanked the feeds.”
AMC quickly pivoted to support fans
Mad Men tweeters conNnue (even now)
Fans love becoming characters…
…and sharing
adventures with
characters.
Fans also want to engage with actual celebriNes and shows
Connected or “smart” TVs will usher in big changes (at criNcal mass)
38% of US households have at least one TV connected to the internet via video-‐game system, Blu-‐ray, Apple TV, Roku, or the TV set itself
Adop1on is up from 30% in 2011 and 24% in 2010.
This is great news for adverNsers
hUp://www.marke1ngcharts.com/wp/television/7-‐in-‐10-‐connected-‐tv-‐viewers-‐act-‐on-‐interact-‐with-‐ads-‐23041/
Many are banking on second screen apps to drive engagement and revenue
SyFy shows “Being Human” and “Alphas” use Shazam to let viewers “unlock” special content and enter sweepstakes.
Check-‐in apps most popular (so far)
GetGlue.com uses game mechanics, friend lists, TwiUer-‐like commen1ng, integra1on with social networks, reviews & recommenda1ons to keep fans coming back. GoMiso.com and Tunerfish.com offer similar func1ons.
Marketers experimenNng with T-‐commerce (could be Holy Grail for TV adver,sers)
AcNv8.me is an early enabler of T-‐commerce via mobile devices.
AutomaNc content recogniNon (ACR) technologies key to many new opportuniNes
Shazam drives commerce by recognizing on-‐screen content (ads or entertainment) and driving veiwers to second screen experiences and opportuniNes.
Viggle rewards viewers for watching TV (relies on content recogniNon/syncing)
Contests, polls and voNng are popular engagement mechanisms
Loyalize offers: • polls • social check-‐ins • mood-‐o-‐meter • TwiUer feeds • Votes in real 1me on TV • For use in live broadcasts
“You can ignore that people will do something else during down1me moments of a live event, or create an experience for second screen devices. Crea1ng a synchronous experience is the future of live TV.” – Todd Greene, CEO
Social data + TV engagement is creaNng a new raNngs game (and acquisiNons*)
Trendrr.TV tracks all major networks & shows in real-‐1me. Ac1vity is determined by TwiUer, Facebook, & mul1ple second screen services. Note: Nielsen acquired social TV analy=cs firm SocialGuide Nov. ’12; TwiTer acquired BlueFin Labs Feb. ‘13.
BlueFin Labs tracks TV content and ads through online conversaNons
BlueFin says it can help brands “gain insight into how a TV campaign moves consumer conversa1on in social media.”
It will analyze “brand and lifestyle affini1es of TV audiences so brands can beUer target their TV campaign toward consumers who are most likely to respond and engage.”
Social TV ecosystem is exploding
Types of Social TV Apps (most apps fall into several categories)
• Check-‐in (similar to geo-‐local check-‐ins, but for TV shows)
• Supplementary content (related to programs or ads)
• Social networking and chat (with like-‐minded fans)
• Social gaming
• Content recogni1on (mobile device syncing with content on TV)
• Analy1cs (TV and movie ra1ngs)
• Rewards, coupons, incen1ves, loyalty programs
• Remote control (via mobile device apps)
• Guides to programming (with social recommenda1ons built in)
• Vo1ng, polls, ra1ngs, reviews
Take-‐aways for brands and marketers • Get comfortable with social data and meta data—we’re all data
marketers now.
• Watch for the natural evolu1on from organic to paid on various plauorms (already happening on Facebook).
• TV everywhere opens up lots of new places for promo1ons.
• Local roll-‐out of Social TV features/func1ons will create affordable opportuni1es for smaller businesses and brands.
• Social TV creates new places to find and engage with influencers.
• TV check-‐in services can offer branded opportuni1es, promos, coupons, fan base/community building and more.
• Find and tap into natural affini1es (i.e., communi1es for X show may be natural consumers of Y product).
Take-‐aways for brands and marketers • Explore current interac1ve TV ads to home in on target markets
(example: Hulu ads ask “was this relevant to you?” What can you learn from this?)
• Bridge ad content from TV to online—give people a reason to engage on second screen.
• Look for narrow-‐cas1ng adver1sing opportuni1es with online TV.
• Seek out sponsorship and product placement opportuni1es in transmedia content.
• Choose adver1sing on shows that do well in social (all things being equal) to get more mileage from ad dollars.
• Get hip to social ra1ngs of both shows and commercials—and start tracking the online buzz your spots generate (or not).
• Now is the =me to experiment. Rules haven’t yet been wriTen!
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