ocial V Social Media and Television

Dee Cater, @deecaterChey Contiguglia, @CRContig

Sherri Williams, @SherriWritesLynessa Williams, @lynessamarie

#SocialTVSM6

Syracuse UniversityS.I. Newhouse School of Public Communications

Five years ago people were predicting the death of linear television. That’s a prediction that had turned out to be completely false. Now through technology people are

having these great television experiences through these social platforms – Sean Casey (@prana9)

@prana9 @Social_Guide

Founder of Social Guide, the first comprehensive social media and television

analytics site

• The internet, social media and smart phones

#SocialTVSM6

Industries changed and created

• Advertising • Viewers gain access and autonomy• Television networks’ operations evolve• Technology is fused and new technology

is created

#SocialTVSM6

Social TV and Viewers

@lynessamarie

@Razorfish @Yahoo

Top 5 categories @Razorfish @Yahoo

@NielsenWire

@NielsenWire

@NielsenWire

VIEWERS

• Autonomy• Appointment TV $

Study shows correlation between social media buzz and ratings. (Nielsen, 2011)

@NielsenWire

Case Study: BET Awards 2011• Live tweeting• Live Ford giveaway & social media lounge• 106 and Park “Fandemonium” contest• Backstage Live stream & Twitter wall on stage• Celebs using social media for awards• Partnership with Get Glue

@BET @BETAwards @Ford @106andPark @GetGlue

@GetGlue @kimbermyers

Kimber Myers(@kimbermyers)

Director of Partnerships & ContentGet Glue

The value of Get Glue is that it’s so focused & easy. You don’t have to know the exact Twitter handle or hashtag that people are using at the particular moment. The other thing is the reward element. Sharing is really exciting. The cool thing about Getglue is not only only are you sharing but you’re also getting a reward for sharing.  

In this day and age, users crave more. They don’t want to just watch TV. They want to be a part of what they’re watching. And they want to tell people what they’re watching. We’re making that as easy as possible. So if you change the channel, we’ll go with you- no problem.

@UmamiTV @jakegoodrich

Jake Goodrich(@jakegoodrich)Senior Product Manager

Social TV and Networks

@SherriWrites

The Networks • Cable networks are integrating social media into

programming more than traditional networks

• Networks encourage tweeting while watching. They create hashtags and place them on screen during telecasts

• Cable networks, especially Bravo and Vh1, have developed apps to enable viewers to engage efficiently while they watch

• OWN (the Oprah Winfrey Network) offers exclusive content for Facebook followers

@Bravo TV @Vh1 @OprahWinfreyNet

The Networks • Black Entertainment Television’s 106 & Park posts a daily

hash tag which often become trending topics

• WE TV’s WESync system houses most social media comments on the network’s own website

• NBC’s talent show The Voice is the first major network effort. Contestants tweeted live before and after competing

• MTV incorporated a Twitter tracker into its award show to keep up with celebrity and viewer tweets

@BET @106andPark @WeTV @NBCTheVoice @MTV @TheRealMaryMary

• Increased social media by 64% in the past three years by engaging more with audience

• Premier of Braxton Family Values on Nov. 19 is the the highest premier ever. Social media played a role

• Last season posted live tweets real-time on screen during the show and ratings jumped about 30 percent

• WeSync allows users to connect socially on its own website. It drives traffic to the network’s site by offering exclusive content, polls and videos

Crista Scibelli Finocchio(@CristaMarie28 )

Manager of social media & digital & emerging media

@NewhouseSU grad

@CristaMarie28 #BFV (Braxton Family Values)

Leveraging stars’ brands’ & social media

• “Mary Mary” coming in March was advanced partially because of the duo’s social media engagement (Klout score, 63)

• Some shows are not moving through the development stage if they won’t garner social media buzz

• The network takes every viewer’s seriously on all social media platforms

• “Every single person’s opinion and comment is important and can go viral at any time.” Crista Scibelli Finocchio

@TheRealMaryMary @WeTV @CristaMarie28

Social media metrics and the networks• Sean Casey, founder of Social Guide, says

networks are paying more attention to social media metrics

• Social media buzz has an impact on PR, advertising and programming even down to the names of programs.

• Will launch Social Guide Intelligence in Jan. 2012. It will provide deeper analytics including key influencers.

• “We think the big value of social data is that it’s not just numbers, these are human beings who are saying things,” Sean Casey.

@prana9 @Social_Guide

Sean CaseyCEO/Founder

(@prana9)

Social TV and Analytics

@CRContig

I know from my personal usage, whenever I turn on my TV I go directly to my app and check to see what’s trending because it

seems to be a smarter way then scrolling through the TV guide to see what’s actually

on. – Julien Greco

@JulienGreco @Social_Guide

Julien Greco Producer at SocialGuide, Inc.

http://www.socialguide.com/

Social 100: Daily, Weekly and monthly reports that on a daily bases we reveal the top 10 programs, primetime shows, episodes, sports events and networks and then weekly and monthly we show publicly the top 100. We think this is really useful and a different metric system that we know networks are really interested in, and totally different data set from traditional media set. – Julien Greco

@JulienGreco @Social_Guide

http://www.socialguide.com/social100

Julien Greco Producer at SocialGuide, Inc.

@Trendrr @Nagler

Alex Nagler(@Nagler)Account Services & Business Development

• Processes entire real-time Twitter fire hose in real time.

• Only site to track entire conversation

• Only site to segment devices being used (Tablet, Smartphone)

• Only site capable of processing foreign language shows.

• Interested in the industry verticals (GetGlue, Miso); not just Twitter and Facebook.

Social TV and Advertising

@deecarter

TV isn’t dead.

Kantar Media: U.S. Advertising Trends Half Year Report 2011

@Kantar_Media

Engagement Incentives & Promoted Tweets

@Audi

Interactive TV Ads @Shazam @OldNavy

Interactive TV Ads

@WiOffer

Measuring: Ratings vs. Engagement

@bluefinlabs @gensent @Trendrr @Social_Guide

The Social Media X Factor

@adage @bluefinlabs @TheXFactorUSA @pepsi @chevrolet @sony @VerizonWireless

+40.6% +12.9% +9.0% +17.6%

The only problem with these social programs is that their only measuring people that are actively involved in the program. It doesn’t cover people who aren’t multi-tasking.

Carrie RibyMedia Director

Roberts Communications

@criby

@criby

Social TV and Technology

@CRContig

Social TV and Tech

• Computers• Smartphones• Xbox• Smart TV’s

#SocialTVSM6

http://www.samsung.com/us/smarttv/

@Samsungtweets

What’s Next?

• Xbox to end partnership with Netflix to partner with cable channels

• SocialGuide to create Network Profiles in 2012• Umami signed CBS deal for Entertainment Tonight,

synching companion video content. • GetGlue launched service with DirectTV

@Xbox @Netflix @Social_Guide @UmamiTV @CBS @DirectTV