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Social TV is a transformative platform
Social TV is Transformative because of…
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1. Natural User Adoption
2. Investment & Growth: Networks, Brands, Platforms
3. Social TV drives viewership to live TV
4. Evolution of Audience Measurement: Diaries –
Meters – Set Top Box – Social Data
5. Program-level Engagement to the Future of EPGs
6. Extends Ad Opportunities to Drive Branding and
Commerce
How will Social TV move through the Hype Cycle?
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THE SOCIAL TV ECOSYSTEM 2011 - 2012
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THE SOCIAL TV ECOSYSTEM 2011 - 2012
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The Evolution of Social TV Analytics
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Baselines
• Volume and Velocity
• Sentiment 1.0
Advancements
• Audience Influence
• Actionable Insights
• Trends and Themes
• Weighted / ACR
• Benchmarks and
Norms
• Television Classifiers
Correlation
• Predictive
• Establish Currencies
• Advertising Optics
Gartner: $3 trillion infotainment market by 2015
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EPG + Social TV Data = New Discovery Experiences
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Trendrr.TV Overview: Highlights
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• Processes and understands social TV
data
• Optimize programming, increase
engagement
• Developed by a team in and of the
media industry
• Focused on #socialTV for last 4 years,
Twitter Ecosystem Partner
• Currently working with over 50% of the
top 50 cable networks
• Media Partnerships: Ad Age,
paidContent, Multichannel News,
Mashable, Lost Remote
• Processing 5-10 million TV tweets/day
Analytics & Insights
Curation & Publishing
194% Increase in YOY Broadcast Primetime Social Activity
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286% Increase in YOY Social Activity for NBC
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The Voice was the driving factor
Traditional ratings may not tell the whole story…
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The Voice has a greater social share-of-voice than ratings
share-of-voice
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Which genres are the most social?
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Social TV is transforming…production
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Social TV is transforming…on-air / publishing
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Social TV is transforming…marketing
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Social TV is transforming…research
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Social TV is transforming…advertising
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Identify and measure brand
engagement opportunities
5 check-ins per day per
active user
93 minutes average per
session
Social TV is transforming…ad sales
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Audience
engagement to
drive media value
AMC references
Trendrr.TV to cite
Walking Dead as
the “MOST
TALKED ABOUT
television show”
Social TV is transforming…advertising
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• Targeting
• Branding
• Valuation
• Effectiveness
• Integration / Activation
Social TV is transforming…TV watching
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• Discovery & Recommendation
• Personalized & Shared Viewing
• Deeper Interactive Experiences
• Redefined Companion Experiences
• Transmedia and Extended Narratives
Mapping Currency
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Measures the
audience
reach of TV
programming
Measures the
engagement
of TV
programming
Now Next
Social TV
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BRAND, USER and NETWORK OPPORTUNITIES
Social TV is a change-agent for how:
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People
interact with
television
People
interact with
brands
Brands
interact with
the people
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The brand opportunity is enabling
compelling user experiences.
Social data is the new creative
The Weather Channel Social
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+
Billboard Latin Music Awards
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+
2012 Oscar Social Leaderboard
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VIDEO EMBED
+
The X-Factor Finale Resonates Internationally
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242 countries outside of the USA participated in the conversation
The X-Factor Finale Resonates Internationally
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Trendrr.TV UK – Charts 5/11/12 – 5/17/12
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Rank Show Title
1 Hollyoaks
2 Britain’s Got Talent
3 Doctor Who
4 The Only Way is Essex
5 Made in Chelsea
6 Once Upon a Time UK (Ch. 5)
7 The Voice UK
8 Celebrity Deal or No Deal
9 Jeremy Kyle
10 East Enders
Trendrr.TV UK
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• The UK market favors reality programming
• Normalized for population, social TV activity in the UK is comparable to
the US
• Top UK markets: London, Manchester, Liverpool, Newcastle, Glasgow
• 80% in the UK access Twitter via mobile*
*Source: Twitter
Marketplace Challenges
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Data
• Ratings
correlation
• Closed data
• Audience size
Marketplace
• Guidelines and
standards
• MSO/EPG
integration
• Scale
• Advertising
extensions and
acceptance
User
• Incremental
value
• Discovery
• Choosing apps
• Simultaneous
worldwide
release
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Networks
• Narrative
• Engaging
programming
• Viewer
feedback
Brands
• Targeting
• Valuation
• Social
advertising
Users
• Meaningful
experiences
• Exposure to
talent
• Feedback
Opportunities
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Social TV is the greatest, most transformative
opportunity in the next three years for the
television industry
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Thank You
@markghuneim
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