Challenges and Opportunities

UK Social TV

Tiffany St James Social Media Strategist Stimulation Ltd

@tiffanystjames

Ericsson Consumer Insight Summary Aug 2012

62% of consumers use social media while watching TV.

An increase of 18% since 2011

Using tablets, smartphones or laptops in their everyday TV

viewing, both for video and real time TV

Using social networking sites and forums while watching TV,

40% of these discuss what they’re watching on social networks

Social TV globally @TiffanyStJames

Ericsson Consumer Insight Summary Aug 2012

Not watching alone

Being part of a community

Self validation

Curiosity of other opinions

Seeking additional information

Wanting to influence or interact with content

Gratification of being acknowledged by others

The need to further analyse and discuss

Behaviour drivers @tiffanystjames

The Wit Monitoring Service 2012

UK vs US

The UK falls behind the US, despite evidence of viewer

appetite for social TV engagement

12% of new UK shows have Facebook pages,

compared to 30% in the US

BUT… The Voice UK had 24,885 Twitter followers

BEFORE broadcast and GetGlue and Miso check-ins are

growing in the UK

@tiffanystjames

Top 2012 shows by channel (does not include news and sport)

Celebrity tweets drive engagement

RESULTED IN

Second Sync 2012

@tiffanystjames

Sky/YouGov Survey 2012 (4,400)

@tiffanystjames

Comms

Agencies

The ecosystem

Broadcasters Production

Companies

Digital/Tech

Agencies

Content

Producers

@tiffanystjames

Fan behaviour

Fans discuss show content; what happened, acting, new characters plot twists

TV within the fantasy of a programme; fan plot lines and character diaries

Highest levels of participation: threat of favourite show cancellation

@tiffanystjames

Broadcasters

Broadcasters are divided over social TV strategy:

To partner directly with social networks?

Or to build their own platforms for more control and ad revenue?

Few utilise a dual strategy

Many in the UK are making the most of the dual screen back channel,

broadcasting hashtags to invite people to join the chat

Few are creating valuable content that extends the story outside of the show

@tiffanystjames

What about the tech? @tiffanystjames

Objectives will define tools

War Room set ups for real time analytics and engagement

Have a robust infrastructure and planning

@tiffanystjames

Interactive content: Sync’d

Give useful additional content and

use analytics to create richer

experiences

@tiffanystjames

Real-time sentiment on shows @tiffanystjames

Rewarding Social TV-ers @tiffanystjames

Social TV: Battle of the Apps @tiffanystjames

Opportunities @tiffanystjames

Set clear objectives

• Not all broadcasters are planning at the right time, it needs to start before filming starts

• Use data for audience insight

• Be clear what the objectives are:

Reach a new audience

Build on an existing community

Create an engaged community to help secure recommission

Create purchase desire for merchandise

Create revenue

@tiffanystjames

Create the right content

Co-create with writers and directors

Extend the story into peoples everyday lives

Create content that works across various media

Use different content on different platforms

Focus on different aspects; setting, characters etc

@tiffanystjames

Content should add value

• Content should be…

Fun

Unusual

Important

Interesting

Educational

Newsworthy

Entertaining

@tiffanystjames

Storytelling is key

Social TV lends itself to storytelling

Extend the story outside of the show

Allow people to be part of the story, to interact with it

Create parallel storylines that extend the experience between shows

Compliment the show, don’t duplicate it

Be flexible, allow the story to take unexpected turns

@tiffanystjames

Valued user-interaction

Embarrassing Bodies Live

Entire editorial turned over to viewers

Asking questions/uploading images

Voting on what they want discussed

Live from the clinic

Live consultations on Skype

App download: medical tests

@tiffanystjames

Be a trusted data holder

My Health Checker

5 million tests taken

500k registrations

300k downloads

Weekly visualising & analysis

A real user need to interact

Users trust you

Have a real use for interaction

Ensure data is fed back into programmes

@tiffanystjames

Event TV

Captivating live audiences,

providing real-time data,

honouring the super-engaged

@tiffanystjames

Release data, let devs play

Free data

Engage developers

Create sandboxes

R & D

Prototype

@tiffanystjames

So…..

Planning

Layer data for insights and get the right tools for the job

Extend the story and the experience outside of shows

Make activity important, meaningful and relevant

Leverage social channels differently for different kinds of shows

Audiences

Create opportunities for meaningful interaction

Work with producers and developers to create bespoke content

@tiffanystjames

What do you want people to be doing?

Action-orientated modelling @tiffanystjames

Based on Prochaska’s theoretical model of behavioural change

Thank you, let’s keep talking…

Social Media Strategist

bit.ly/tiffanybio

Slideshare.net/tiffanystjames

Tiffany St James

tiffany@stimulationltd.co.uk

@tiffanystjames

Acknowledgements…

Resources

Ericsson Consumer Insight Summary Aug 2012

The Wit Monitoring Service 2012

Second Sync 2012

Sky/YouGov Survey 2012 (4,400)

With thanks to Gemma Went

@GemmaWent

Co-Research, build and presentation

So TV Silicon Beach 2012

Embedding digital and social media capability

http://stimulationltd.co.uk