paul gillooly bskyb
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Digital 2012: Social TV Transforming the Way We Interact
Paul Gillooly Commercial Development Director, Emerging Products
BSkyB
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Definition of Social TV
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What is social TV?
“…social TV encompasses the coming together of social media and TV (or any
audio-visual content) to enhance audience’s discovery and engagement with
content, and media owners’ use of social data for audience insight.“ (Value
Partners)
Model courtesy Value Partners
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The social TV consumer
There’s more than one type of social need
Individual Needs
…that get met by
other people
Relationship Needs
Prioritised when
settling down and
rearing children
Social Identity Needs
Social image,
conformity and
difference, status,
participation
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Social for TV companies
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Watching WITH others
‘The virtual sofa’
Talking TO others
‘The big conversation’
Finding out FROM
others/sharing with
others
‘Social discovery’
Exploring the content
‘Exploration’
Social TV spans all
three need levels
Opportunities exist in
distinct areas of social
activity around
television; plus content
interactivity
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The 2nd Screen Opportunity Four C’s - A contextual experience that enhances TV
Content
an opportunity to
explore, participate
and interact
Conversation Commerce Connections
“ “
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Social Media Core Pillars
Content
Promotions
Customer Service
In-show
Business Intelligence
