The future of TV in Social Media?

The future of TV in Social Media?

The future of TV is social and the revolution is coming !

Re-blogging via Digitalministry

Named last year as one of the ten most important emerging technologies by the MIT Technology Review social TV is fast rising as one of the hottest topics since group buying. But will social TV really live up to the hype? we take a look at what social TV is, what the main trends are shaping TV, the challenges and the opportunities going forwards for media companies, businesses and marketers

 Ynon Kreiz, CEO of the Endemol group the largest independent production company in the world responsible for Big brother said Social TV is going to be huge.

 “The ability to create content that will enable people to interface with each other, to connect, to recommend, to share and experience over television, is going to change the landscape of the industry.” 

What is social TV?

Simply put, it’s about merging your social media networks to the TV.  It’s making TV social–again. It’s about taking the water cooler effect and making this virtual, it’s about the empowered consumer viewing content when and where they want, deciding who they want to share it with and being able to do this all in real time.In essence it is a term that describes technology that supports communication and social interaction in either the context of watching television, or related to TV content.Viewers are now using social media to connect with the TV with content that matters to them. Then, as the MIT study shows, they are engaging in massive real-time conversations around those shows and learning to be a part of that conversation and it is a participatory culture as well as a personalised one.TV always been social and on the face of it TV and social media seem like a natural fit but if the TV industry is going to make the most of the opportunities it is going to have change quickly and learn the lessons of the music industry.

Social TV Figure
Figure 1 The Core elements of Social TV 

The Drivers shaping Social TV 

Whilst the rise of the web has heralded talk about the death of TV the convergence of internet & TV has meant quite the reverse where social media is directly contributing to a spike in TV ratings around events. Indeed some TV executives are crediting the power of social media as being instrumental in transforming ratings and TV as we know it now it. So what has changed?

1. The empowered consumer 

Perhaps the most important trend catalysed by social media is the need to share and contribute to the experience. People not only want to watch and consume, they actually want to actively connect to others while watching and be heard. They use their smartphones and tablets to share their thoughts and feelings on Twitter and their Facebook wall while watching TV, in preference to using their remote or SMS texting to vote in Live Talent shows. In essence viewers want to contribute, and have a bigger impact on the story than they have now?

Indeed a recent UK survey conducted by Digital clarity of mobile internet users below the age of 25 it was found that: Most use a mobile device to talk to friends about the show they are watching.The most common way to communicate is to use:

  • Twitter 72 %
  • Facebook 56%
  • mobile applications 34 %

Whilst 62 % of Social TV users like a combination of all three.The study also found that 34 % of respondents described the trend as “fun,and 32 % said it made television “more interesting” ,With 42 % mentioned the “community” aspect of Social TV. Indeed it is the younger generations that are driving the change turning TV programs into real-time online events which you have to watch as they happen to be part of the experience with your friends.  

Think TV (An initiative of Free TV Australia)

2. The adoption of the second screen 

Likewise in Australia a Nielsen Online Consumer survey of 5800 internet users said that 77% of respondents saying they “juggled at least 2 forms of media at once” especially the potent mix of TV & web (tablet, smartphone, laptop) When people did two-screen, 65 per cent said the internet had most of their attention, with only 14 per cent saying the TV did.

3. The Rise of Twitter TV

In recent months the rise of Twitter and TV has been quite staggering to the extent that I think it is fair to say that TV has a Synonymous relationship with Twitter whilst some commentators have gone a step further by crediting Twitter as redefining real-time TV. Not only does twitter allow you to get Instant feedback on shows but it allows the viewer to feel plugged in to the experience and be part of the conversation. 


James Franco, host of this year’s Oscars, put Twitter into overdrive for fans by tweeting before and during the show. Indeed during the 2011 Oscars, there were over 10,000 tweets per minute-with the event racking up 1.8 million tweets overall. Oscar hashtags such as #OscarsRealTime and #SatisfyingWin further extending the conversation.

Not to miss out on the action MTV brought back the Twitter tracker for this year’s MTV Movie awards (see below) parsing a barrage of tweets in real-time to come up with the top trends of the event, from the top actors and actresses to the most-talked-about movies… Throughout the broadcast, MTV plugged various hashtags to correspond with the moment, with #MovieAwards being the predominate theme.

MTV Twitter tracker

However it is not just the biggest blockbuster live-events where the numbers are always impressive but this water cooler effect has spread to other genres of shows that people care about. In a recent study into behaviour on Twitter by British content discovery company TV genius it was found that Over a six day period in the UK there were over 38,500 tweets about TV shows, with 90 different shows receiving more than a tweet a minute while they aired.

Clearly, many consumers have already bought into the idea of social TV – and are busy sharing what they love and hate on Twitter.One of the interesting facets the data reveals is that the show with the highest audience rating doesn’t always receive the most tweets. Twitter trends reveal shows that viewers wouldn’t necessarily know to watch.  But they may want to tune in if they know that there is an extra juicy episode of a soap playing or an interview generating lively debate.People are naturally curious and want to see what all the chatter is about. Channelling Twitter effectively could curate content discovery habits, encouraging viewers to tune into a programme they might not watch otherwise.

Twitter has also made itself a mainstay in the newsroom, often being the first to break news stories with over 77% of TV newsrooms now use twitter. In fact, many news channels use the videos and images shared by viewers on Twitter to add meaning to their reports. Indeed the integration of social media into the newsroom has taken a step further with the launch of Al Jazeera’s social media cantered program ‘the stream’ which is probably the most ambitious integration of Twitter into a news program to date.

According to Twitter’s Chloe Sladden ”What we’re seeing now is that Twitter is, in fact, about flocking audiences back to a shared experience, and that usually means a live one…If you’re not watching live — and reading the comments from friends, your favourite celebrities, and even total strangers via Twitter — you’re missing half the show.” Furthermore she says “In the future, I can’t imagine a major event where the audience doesn’t become part of the story itself.”

Considering using Twitter in connection to promote your TV program then check Digital agency WiredsetTwitter TV best practices below  

Twitter best practices

4. Facebook & Social TV

In recent months Facebook has made a big play for TV & Mark Zuckerburg Speaking at the EG8 technology forum in Paris recently said that TV, music and books are the next “media experiences” that will be revolutionized by social media. “I hope we can play a part in enabling those new companies to get built, and companies that are out there producing this great content to become more social”.

At MIPTV Facebook outlined four key ways that the platform can be used to encourage social TV behaviour:

4.1 Building TV communitiesTop Gear demonstrates how a TV show can successfully leverage Facebook as marketing and commercial vehicle. To guarantee conversation after each episode ends, Top Gear posts clips of the last episode on Facebook.  This reminds viewers about the highlights, and helps fans share and talk about each episode on Facebook. Additionally, Top Gear posts behind scenes video clips, making the fans feel part of a privileged community.  Top gear has also fully integrated social plugins to its site & one photo on the site received 10,000 likes.

4.2 Check-ins. Not to be left out on the hype attached to checking into shows along with Miso and Get Glue Facebook has also announced you can now check into your favourite TV show as well as places and with Top Gear for examples, a user would be able to see that actually ten of their friends are also watching Top Gear at the same and helps drive conversation.

4.3 Facebook EPG. Facebook could also provide a platform for a personalised electronic programme guide (EPG), complete with check-ins, reminders, personalised recommendations, and social integration. A social EPG could take the form of a Facebook app, check-in, or game.  Facebook would like to see the EPG featuring filters based on time, and personalisation based on the user profile.  For instance, the ability to browse EPG based on friends, like shows directly, and browse top ranked TV could prove compelling associate like with TV shows. The Facebook EPG would essentially act as a gateway to content discovery. By integrating social trends and friend’s preferences, users could discover new, relevant content.

10 Best Brands that DO social media well

10 Best Brands that DO social media well

We don’t have a choice on whether we do social media, its how well we do it – this was a key quote I got out of the Socialnomics book by Eric Qualman

Brands big and small, all had to change their strategy almost overnight to include a digital component and separate clauses for Facebook, Twitter, My Space, Websites, Blogs etc.

There are some who are still struggling, but more and more are doing it RIGHT

Here are the the highest ranking brands in social media and also my favs: (due to their ROI where social media cost is so low and viewership/usability is oh so high!)

1. Blendtec

This video is my least favourite, nevertheless I watched it a numerous amount of times along with 9.8MM other viewers

(To avoid shock and disappointment – they blended an iPHONE! and smoke actually came out!)

[youtube=http://www.youtube.com/watch?v=qg1ckCkm8YI]

Result: 5 fold increase in sales just via short videos of “Will it Blend?” on You Tube featuring their CEO Tom Dickson

2. Burger King “Sacrifice”

Sacrificing 10 friends on FB never got you a free burger before Burger King’s “Sacrifice” app

Result: 200,000 friends were “sacrificed” and 20,000 users adopted the app, ticking off the viral status for BK

(The app got shut down for privacy concerns but BK got the BUZZ and the followers out of it!)

3.  Starbucks wants your ideas

My Starbucks Idea went out on a limb and asked you what you as a consumer think

You can post an idea on technology, food and of course coffee drinks, you can share on FB and Twitter and join discussions – basically its an awesome forum and Starbucks is hearing you and engaging you as a user – great social media implementation

Result: The Starbucks brand gives a personal touch to coffee and saves millions on market research

4. IBMer’s Blogs

IBM provides a platform for their PEOPLE to blog about anything they like, so there is a disclaimer that the views expressed are not necessarily representative of IBM, but thats great news! That means there is freedom of expression and thats what social media should be embraced for!

Result: A network of blogs created a higher hype than just one company/CEO blog and employee connection directly increased which is great news for IBM

5. Zappos.com on Twitter

Zappos leads the way in Twitter utilisation for retailers

They provide instant communication with clients and there is a mini blog which collects all the buzz and mentions that happen on Zappos Twitter page to interact with consumers on a daily basis.

Their unique proposition is that the CEO’s personality is the brand’s personality and people feel like they are chatting to a friends as oppose to a brand.

Result: Social media ingrained in corporate culture resulting in outstanding customer service and therefore following and sales

6.  Dell Dell Everywhere

Dell stepped in and didn’t just use one or two social media platforms. Dell uses them all and cross promotes across their entire network. This is the new way to ad block except you are actually engaging with users.

This is called a cross-platform community which includes multiple blogs, social media pages, mini blogs and Twitter handlers

Result: Dell’s social media efforts helped create $1 Million in Revenue

7. Home Depot – creating a HOW TO Community

The plan:  create the ‘hybrid’ job of social-media store associate to staff the How-To Community, open 7 days a week and complete with forums, project and buying guides, and the how-to blog.

  • select 25 selected associates work 2 days a week on social-media efforts, and 3 days a week in their existing store job
  • spend social-media days managing the How-To Community, answering questions, and creating content for use company-wide
  • social-media store associates get cool names like SteelToesChrisFixIt and THDiva, as reported by AdAge

The results:  How did this non-traditional social media team structure work for the brand?

  • 7 months after launch, the How-To Community is ‘exceeding benchmarks’
  • Nearly 2,000 topics have been started – some discussions have led to hundreds of posts
  • the volume of posts is so high that the corporate can’t review all content before it’s posted, though all posts are reviewed within 24 to 48 hours
  • the associates are creating content beyond the How-To Community and will soon begin contributing to the company blog, The Apron
  • the Home Depot Facebook page has over 350,000 fans
  • @HomeDepot has nearly 40,000 followers on Twitter
8. Old Spice on You Tube

Procter & Gamble‘s Old Spice was just another guy brand with an entertaining spokesman in its TV commercials until the brand’s agency, Wieden + Kennedy, put Isaiah Mustafa on the Web recently and invited fans to use Twitter, Facebook and other social media outlets to pose questions that he quickly answered.

[youtube=http://www.youtube.com/watch?v=owGykVbfgUE]
Result: The questions poured in–even celebrities asked a few–and Mustafa responded in more than 180 Web videos shot quickly over a few days. The real-time effort was the first of its kind, but it won’t be the last.
9. Pepsi Refresh
 Pepsi went beyond itself and created the Pepsi Refresh project that focused on getting the global community to support and nominate projects that needed funding within their local communities. Participants could update videos and post pictures of different causes.

pepsi refresh 10 Best Social Media Campaigns

Result: This was a campaign that caused Pepsi to create a new identity while ensuring that they retained their youthful image.

10. VW Fun Theory

Volkswagen took the fun route to transform the subways in Sweden. It pained the staircases into a giant, functioning piano.

Result: Reports suggest that this resulted in 66% people using the stairs instead of escalators. This campaign was awarded a 2010 Cyber Grand Prix Lion at the Cannes Lions International Advertising Festival.

VW Fun Theory website has many other quirky campaigns: The Fun Theory

 

What is the best Social Media Campaign you’ve seen lately?

Share in the comments below…

 

 

 

“Thanks for following me on Twitter”

“Thanks for following me on Twitter”

Twitter is a great social media tool to connect, join the most interesting conversations and find out news in a split of a second when no one else on channel 9,10 or 7 has their full details yet.

I see Twitter as an instant messenger of today, like what MSN messenger used to be when you’d come home from school and continue chatting to all your friends online.

In a way its also a text message platform, but your phone bill doesn’t go through the roof and you can get “text messages” from your idols, leading speakers or a mate down the road.

When the bombing happened at Moscow airport on the 24th of January 2011, it was a global news event and a pretty scary occurence as myself and a few relatives were about to fly via Moscow to get to a wedding in St Petersburg, Russia.

I immediately logged onto Twitter, typed in  Moscow bombing and connected with a few Moscow based reporters on the spot while the event was still happening. It felt surreal, but the updates I got from those reporters in the instant were so much more accurate and sincere than anything I’ve seen on the news ever since.

That’s when I started to appreciate the power of Social Media, especially Twitter. It is also unbelievable how Egypt went through a revolution with the power of Twitter alone. There is a great communal strength in what Social Media can achieve and by no means should it be underestimated or taken lightly. 

On a lighter note, when growing your following on Twitter, I found that it was easier to follow the Tweeps I liked and groups I had an interest in. So I added a whole bunch to my Following pile.

2 seconds later my inbox blew up with ” Thanks for the follow” messages.

I got excited and keen to draft up one of these ” Thank you!” messages as I too became a loyal Twitter user, but once your account is set up and active, Twitter doesn’t seem to have an easy way to do it. So I “Googled” a how to. To my surprise this article came up:

Should You Send an Automated DM to New Twitter Followers?

By Andrea J. Stenberg

Why I didn’t know there was a “should you”!

This article was interesting and talked about the new craze of creating an auto message to your followers and asking them to follow your blog (presicely my objective!) or add you on FB etc. Then it went on to talk about a seminar on Twitter in the States and how many found the messaging annoying and almost frustrating. But why?

“I don’t even know you yet. We don’t have a relationship and you’re already asking me to take some action?!?”

 was probably the key insight on why that I got from the article . This woman is onto something.

Twitter is for communication and building relationships with people. An instant message is very impersonal and quite cliche, plus reinforcing her words – you are asking this new follower of yours to do about a thousand other things for you – how demanding can you be? They already are following everything you have to say about anything on Twitter!

Basically, as you can see me hovering over this,  the article talked me out of creating a Twitter automated ” Thanks for the follow” response as on main stream of thought, my sole aim of Twitter IS to build relationships with my favourite Tweeps.

So I don’t have a Twitter message of Thanks ( I am thankful though to those who follow @jake213 – Gracias! )

Have a read of the full article here:

http://thebabyboomerentrepreneur.com/380/should-you-send-an-automated-dm-to-new-twitter-followers/

You can also read about the Moscow attack here if you’re interested:

http://www.reuters.com/article/2011/01/24/us-russia-blast-airport-idUSTRE70N2TQ20110124

And Egypt uprising and Twitter:

http://www.reuters.com/article/2011/02/10/egypt-twitter-idUSLDE7192J420110210

To Tweet or not to Tweet?

To Tweet or not to Tweet?

 

I’ve had a Twitter account for a while now (@Jake213)

but only recently have I discovered how rewarding it is to invest a few minutes a day on Tweeting about a passion of yours or simply sharing an interesting article or two.

I share anything from a quick thought on Gasp of surprise on why the World didn’t end yesterday (Saturday 21st 2011)

or a latest digital trend I found to have potential to revolutionise the industry.

A few weeks ago I responded directly to one of my favourite writers Erik Qualman (@equalman) (keynote speaker and author of the best selling book “Socialnomics”) http://www.socialnomics.net/the-book/

Erik says – ” We don’t have a choice on whether we do social media, the question is how well we do it”

And damn right he is!

So I mentioned to @equalman, oh something along the lines of  “your book is my bible!”  and Mr equalman himself responded with a thanks and wished me luck in my digital career!  I couldn’t believe it! It made my day!

Since then my appreciation for Twitter has grown three fold. It is amazing how accessible it has become to have a quick tet-a-tet with a favourite author, political figure or a super star.

I still can’t get Lite’n Easy to respond to my consumer query on orders and nutritional information, but here I have Erik Qualman, one of the most sought after speakers  in the Digital world responding to my thank you note with style and wishing me luck!

Businesses need to get on this pronto! Why can’t customer service for a business ( should I mention I am throwing money at them?)respond to my query faster than a celebrity on tour around the globe?

Social media has changed the way we think, act and communicate – that’s why I am shocked at those who absolutely refuse to jump on the band wagon! Akhm ( Lite’n easy!)

Tweet! Peace out!