#SocialTV – 2013 Style! #SocialCloud 2
Despite the sweltering heat and impending birth of the future King, a great social crowd gathered at our hidden cocktail haven in Soho last Monday for the second of our #SocialCloud events.
Moving on from ROI, this time our terrific trio of speakers talked #SocialTV and #SecondScreen – 2013 Style. So….if you can’t watch your favourite programme without Twitter and a tablet then their presentations are a must see!
Write up and review is written by our fabulous Comms Exec, George Archer!
Pete Hotchkiss – Managing Director of Substance
Opening the evening’s presentations, Peter Hotchkiss spelled out the core challenge he and his company strive to achieve: adding value to a TV programme by encouraging engagement via social media:
“We are constantly asking ourselves what we can do to enrich a show before and after it happens,” he said. “What else can we create while its happening that will enrich it?”
Highlighting his work with HBO (specifically Game of Thrones) and the challenge of working with “third hand” content – i.e. shows that have been seen before – he illustrated the challenges that arise when working with content produced by major broadcasters in the US and then shown in the UK afterwards.
Substance mine the web for user created content – content (most often images and art) that has been made by the fan base and then circulate this to enrich the viewing experience. “Some of the content produced by Game of Thrones enthusiasts is really good and we take full advantage of this. We aren’t creating – we’re curating,” Peter enthused.
Although interaction with TV shows varies in type and volume, Peter emphasised that it is a trend he and Substance want to see more of. Moving on, Peter talked about the ‘Tweet your nomination’ way of voting on X Factor. Although officially 100,000 people had used it to vote on one occasion, “it was probably actually about half that.”
In summary, he reiterated that content producers need to be convinced that social can play a key role in the promotion of the show and the viewing experience. “Advertisers need to recognise that user’s attention is increasingly on the Second Screen.”
Kingsley Maunder – CEO of Style On Screen
Second to speak was Kingsley Maunder, setting the scene for his talk, he recalled a conversation he had with a friend, in which the friend was watching a TV program and saw a watch that she liked. After four hours of searching diligently on the internet, she found and bought that particular watch.
Kingsley’s company aims to reduce that four hours to a simple two-second Tweet with a specific hashtag. Sensing some skepticism within the audience – he said: “30% of viewers regularly search for products they see on TV programmes,” and that over 50% of us don’t even know what we want to watch when we switch on the TV.
The challenge that faces him and his company is getting potential customers to download the app – not an easy task as many internet marketing companies probably recognise.
Kingsley cited a survey by Nielsen, the global information and measurement company that found 60% of people watched programmes that their Facebook friends watched. Enforcing the point that the experience of watching TV is enhanced when you watch it with friends, Kingsley pointed out that social media has allowed people to join conversations with others while watching their favourite programmes.
“This enhanced experience needs to be catered for. 95% of live conversation about TV happens on TV, and 50% of the 140m Twitter accounts talk about TV shows. It makes people like they aren’t alone – that they can share their opinions about what they are seeing.”
Ted Litttledale, Co-founder/Product Director of Second Sync
Last to present was Ted Littledale. His company’s platform was fascinating – it makes sense of conversations about TV programmes by analysing conversations on Twitter. It tracks 35 TV channels, 1,000 programmes and 1,000,000 tweets a day. These conversations can be measured and the data that is gathered is made available to companies and broadcasters.
“The data that is gathered is used as both a metric but also as a kind of ‘secondary currency’; it’s not just about if they see something on TV, but are they actually going to action that? Basically, are they going to use the hashtag? The social data we gather at Second Sync is a really good indicator of that,” explained Ted.
“We’re really just interested in Twitter data – it’s the real time behaviour that we use and extract value from. 95% of real time engagement happens on Twitter – it has an extremely short shelf life.”
The other real, hardcore benefit of Twitter to Second Sync is the fact that it reaches beyond people’s own network via ReTweets and the use of hashtags, and people can follow and be followed by whoever they want – there are no limitations to who they can connect with, unlike other social networks.
Ted went on to explain that users of Twitter frequently come up with their own, organic and dynamic hashtags – a perfect example was the #fagashbreath hashtag that trended during one famous episode of the X Factor; it got Tweeted 16,700 times.