Trendrr Social TV World Summit Presentation

1. 2012 State of the Social TV Landscape
Social TV World Summit
@markghuneim

2. Social TV is a transformative platform
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3. Social TV is Transformative because of…
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
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4. How will Social TV move through the Hype Cycle?
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5. THE SOCIAL TV ECOSYSTEM 2011 - 2012
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6. THE SOCIAL TV ECOSYSTEM 2011 - 2012
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7. The Evolution of Social TV Analytics
Baselines Advancements Correlation
• Volume and Velocity • Audience Influence • Predictive
• Sentiment 1.0 • Actionable Insights • Establish Currencies
• Trends and Themes • Advertising Optics
• Weighted / ACR
• Benchmarks and
Norms
• Television Classifiers
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8. Gartner: $3 trillion infotainment market by 2015
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9. EPG + Social TV Data = New Discovery Experiences
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10. Then Now Next
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11. Trendrr.TV History
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12. Trendrr.TV Overview: Highlights
• Processes and understands social TV Analytics & Insights
data
• Optimize programming, increase
engagement
• Developed by a team in and of the
media industry
• Focused on #socialTV for last 4 years, Curation & Publishing
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
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13. Trendrr.TV - Chart
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14. Trendrr.TV – Show Dashboard
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15. 194% Increase in YOY Broadcast Primetime Social Activity
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16. 286% Increase in YOY Social Activity for NBC
The Voice was the driving factor
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17. Traditional ratings may not tell the whole story…
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18. The Voice has a greater social share-of-voice than ratings
share-of-voice
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19. Which genres are the most social?
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20. Social TV is transforming…production
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21. Social TV is transforming…on-air / publishing
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22. Social TV is transforming…marketing
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23. Social TV is transforming…research
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24. Social TV is transforming…advertising
Identify and measure brand
engagement opportunities
93 minutes average per 5 check-ins per day per
session active user
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25. Social TV is transforming…ad sales
Audience
engagement to
drive media value
AMC references
Trendrr.TV to cite
Walking Dead as
the “MOST
TALKED ABOUT
television show”
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26. Social TV is transforming…advertising
• Targeting
• Branding
• Valuation
• Effectiveness
• Integration / Activation
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27. Social TV is transforming…TV watching
• Discovery & Recommendation
• Personalized & Shared Viewing
• Deeper Interactive Experiences
• Redefined Companion Experiences
• Transmedia and Extended Narratives
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28. Mapping Currency
Now Next
Measures the Measures the
audience engagement
reach of TV of TV
programming programming
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29. Social TV
BRAND, USER and NETWORK OPPORTUNITIES
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30. Social TV is a change-agent for how:
People People Brands
interact with interact with interact with
television brands the people
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31. The brand opportunity is enabling
compelling user experiences.
Social data is the new creative
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32. The Weather Channel Social
+
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33. Billboard Latin Music Awards
+
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34. 2012 Oscar Social Leaderboard
+
VIDEO EMBED
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35. Bravo Tweetracker
+
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36. The X-Factor Finale Resonates Internationally
242 countries outside of the USA participated in the conversation
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37. The X-Factor Finale Resonates Internationally
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38. Trendrr.TV UK – Charts 5/11/12 – 5/17/12
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
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39. Trendrr.TV UK
• 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
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40. Marketplace Challenges
Data Marketplace User
• Ratings • Guidelines and • Incremental
correlation standards value
• Closed data • MSO/EPG • Discovery
integration
• Audience size • Choosing apps
• Scale • Simultaneous
• Advertising worldwide
extensions and release
acceptance
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41. Opportunities
Networks Brands Users
• Narrative • Targeting • Meaningful
experiences
• Engaging • Valuation
programming • Exposure to
• Social
talent
• Viewer advertising
feedback • Feedback
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42. Social TV is the greatest, most transformative
opportunity in the next three years for the
television industry
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43. Thank You
@markghuneim
mark@wiredset.com
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