How To Engage Consumers Through

Social TV On Mobile Devices?

Brea BuffaloeTwitter: @BreaGB

What is Social TV?• Social TV – technology that supports social

interaction surrounding television content

Is the second screen a distraction or an

enhancement for marketers?

• 77% of people use another device while watching TV

Source: thinkwithgoogle.com

"When they find something engaging on the TV, they pay attention. When their interest wanes, in the absence of a second screen they could change the channel, get up, read a magazine,

etc. With a second screen that allows live social engagement, they have more reason to stay on-channel with their friend.“ -

Jack Wakshlag, chief research officer at Turner Broadcasting

Nielsen-Twitter partnership creates an

industry standard – “Nielsen Twitter TV

Rating” available Fall 2013

• What does it measure?

– Size of audience participating in the conversation

– Amount of people exposed to the activity

• Why does it matter?

– Legitimizes social engagement around TV

– TV ratings vs Social TV rating – effects ad spend

Source: Nielsen

What about Facebook?

• Facebook testing television check-in

• Facebook Social Graph Search and #hashtags

Source: adage.com & blog.sgrouples.com

Engaging with the “connected” TV

audience through companion apps• Case Study:

Walking Dead UK App– App syncs with

episodes to track zombie kills, weapons used and killer

– Allows you to make predictions to earn points and share your progress

Source: redbeemedia.com, thewalkingdeadrumors.com

• Results– Made the Top Ten

List in the iTunes App Store during the first week

– 62,000 downloads in the first 60 days

– 300,000 gameplays in the first 60 days

– 37.8% uplift in viewers

– 65.3% jump in audience share

Source: redbeemedia.com, thewalkingdeadrumors.com

• Keys to success– Gamification

– Easy sharing

– Engages before (predictions), during (tracking progress) and after (sharing) show

Source: literatigamereviews.blogspot.com

Engaging with the “connected” TV

audience through social media• Case Study: The Voice -

#thevoice hashtag– Fans were allowed to

directly communicate with other fans, contestants and judges with the hashtag during the show

– On-screen curation of tweets and “V-Room” to interview contestants based on questions submitted on twitter

Source: vodprofessional.com

• Results– 70% of Voice-related

tweets during the first live episode included the hashtag #TheVoice

– 200,000 Voice-related tweets were sent during the June 7 episode alone

– Roughly five times the social-media response of American Idol

– #1 ranking among all episodic TV shows in social media engagement during its run

Source: adage.com

• Keys to success– Audience becomes

part of the show (allows for crowd-sourcing of content. Ex. Interview questions)

– Gets stars and contestants involved

– Real-time engagement

– One clear hashtagthat doesn’t confuse consumers

Source: mashable.com & lostremote.com

Engaging the “connected” TV audience

with second screen strategyCase Study: Coca Cola Polar Bowl

– During the Super Bowl, Coca Cola set up their famous bears to react to the game in real time and invited the world to the party

– They reacted to things such as when teams scored, the half-time show and advertising

– They also responded to fans on twitter in real time

– 2 60 second ad spots aired based on what was happening during the game

– #GameDayPolarBears

Source: worldsbestcasestudies.com & brandingmagazine.com

• Results:– Over 5000 twitter

mentions of the polar bears per minute

– Over 9 million streams

– Average of 28 minutes per stream

– 32,000 people RSVP’d on Facebook

– 12.5% increase in Twitter followers before the game even started

Source: theinspirationroom.com

• Keys to success:– Real-time

engagement– Personification of

brand icon (polar bears)

– Integration of multiple platforms (Facebookevents, Twitter, Website)

– Real-time brought to television by choosing ads based on Super Bowl results

Source: brandingmagazine.com

What’s in Social TV’s future?

• Next Steps: Volume vs Meaning

– Sentiment Analysis

Source: tvweek.com

Delivering strategy and insights

– Strategy: Nielsen Twitter Ranking provides real-time data but what can brands do with it?

• How should they engage?

• How should they grow?

• In terms of Graph Search – how to optimize?

Source: roiforsales.com