Here is the slide deck of one of my conferences about Evolution of TV focusing on what's really social TV and 2nd Screen. I provide some funny figures, a prospective and advises about how to understand and handle social TV or Second Screen, based on my learnings during the last 4 years.

1. Understanding Social TV
& 2nd screen Revolution
Decembre 2013
Romain DROSNE - CEO - @Plinkers

2. What are we talking about ?
Romain DROSNE - CEO - @Plinkers
Decembre 2013

3. This is not 2nd Screen !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

4. This IS 2nd Screen !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

5. This is not social TV !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

6. This IS Social TV !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

7. Is 2nd Screen a new eldorado ?
$5,911B
$490M
Companion Screen
US market forecasts
Market’s key components
include e-commerce
& advertising
Source : 2ndScreenSociety October 2013
Romain DROSNE - CEO - @Plinkers
Decembre 2013

8. 2 deep trends are behind this market!
A strong need to renew TV revenues,
together with big emerging usages
Romain DROSNE - CEO - @Plinkers
Decembre 2013

9. Why do we need to renew the TV added value ?
Unlinearisation
Fragmentation
Disintermediation
Monetisation
= Strong erosion of historical TV
Romain DROSNE - CEO - @Plinkers
Decembre 2013

10. Leveraging deep trends
We entered
Mobile Era
(Tablet, Smartphones, Etc.)
The growing
culture of
Impatience
Social
Networks
addiction
new video
viewer
expectations
= Multitasking
(TV oriented)
Romain DROSNE - CEO - @Plinkers
Decembre 2013

11. We entered the mobile era
Other
9%
Games
8%
Talk
26%
Email
9%
Penetration of new media
technology across the 19
advanced markets (%)
Visit website
14%
9%
71,7
%
Text
20%
Social Networking
15%
Source : Zenith Optimedia Feb 2013
5,5%
13,0%
12,3%
Time Spent with Smartphones
Source : Experian Marketing Services, June 2013
* 0:49 On Android / 1:15 on iPhone
2,9%
2011
Romain DROSNE - CEO - @Plinkers
2015
Decembre 2013

12. The growing culture of impatience and shifting
What Social Network Is Best ?
Teen Survey, Piper Jaffray : Fall 2012-2013
The Pew Research Center’s Internet & American Life Project sums up a recent study
about people under the age of 35 and the dangers of their hyperconnected lives
with what sounds like a prescription drug warning
“Negative effects include a need for
instant gratification and loss of patience“
45
40
35
30
25
20
15
10
05
0
Fall-12
Spring -13
Fall-13
The slower your page loads the more people run away
25
% abandonned
0 Sec
Romain DROSNE - CEO - @Plinkers
4 Sec
loading video page
50
%
10 Sec
Decembre 2013

13. Social Networks take part of our everyday life
89%
of the web users
declare to do social networking
Using on average 3 social networks
73%
70%
24%
22%
27%
of the time online
in the US is spent
on social networking
Everyday
53%
Source : Moxie (Publicis) September 2013
Romain DROSNE - CEO - @Plinkers
26%
9%
10%
Source Experian Marketing Services April 2013
Decembre 2013

14. generation create efficiency references
billion
Average Viewing Duration
2 29
unique users / month
Romain DROSNE - CEO - @Plinkers
B
Streams/Day
min
Source : YouTube October 2013
3rd Most visited website in the world
4
YouTube January 2012
YouTube
Dailymotion
TF1 / Wat :
Google
AlloCine
: 2min29
: 2min59
12min34
: 2min23
: 1min54
FranceTV : 8min56
auFeminin : 1min42
Orange : 4min12
Yahoo : 1min37
M6 : 26min21
100Hrs
Upload/min
Decembre 2013

15. Which generates that...
5265
/min
Show: «Dancing With The Stars
2013 - 11 - 23 - TF1 - 20:50 - 23:25
250220 Tweets
Romain DROSNE - CEO - @Plinkers
61413 Accounts involved
Decembre 2013

16. So let’s speak about Multitasking
Romain DROSNE - CEO - @Plinkers
Decembre 2013

17. How big is multitasking ?
Tablet or smartphone activities
while watching TV
Looked up information in
general
76%
63%
Surf on the
web
Visited a social
networking site
Smartphone owners who
simultaneously use smartphones
while watching TV
88%
80%
53%
52%
Look up informations on actors,
plotlines, athletes or teams
49%
34%
Read converstaions about the
program on social networking site
Tablet owners who simultaneously
use tablets while watching TV
86%
78%
Smartphone owners who use
smartphones while watching TV
several times a day
55%
68%
Tablet owners who use tablets while
watching TV several times a day
21%
18%
Buy a product/service that is
being advertised
Watched certains TV programing
because of something you read on
a social media site
20%
13%
15%
10%
24%
Romain DROSNE - CEO - @Plinkers
28%
24%
13%
13%
Purchase coupons or deals
related to TV program
13%
9%
Write blurbs on the program
you are watching
27%
Vote of send comments to live
program
13%
8%
Source: Nielsen June 2012
Decembre 2013

18. Focus on Social TV
Connecting with
other viewers
Sources : IAB, Nielsen, Hollywood Reporter, TV Guide
Seeking
additional
information
Interacting with
or influencing
content
Wanting to
analyse and
discuss content
further
Type of shows social media users are
likely to post about while watching
Comedy
Real TV
Sports
Social media activities performed while watching
a program according to US TV Viewers
56%
46%
62
38%
%
News
26%
of people use social network
while watching TV a weekly
basis
(+18% vs 2011)
60%
55%
Internet Users who
follow social media
conversation about
TV while they are
watching it
46%
16-24 25-34 35-44 45-54 55-64
Romain DROSNE - CEO - @Plinkers
41%
Email or texted people about the show
18%
Read comments on facebook or twitter about the show
17%
Post comments on facebook or twitter about the show
17%
Participated in a poll, game, etc, about the show
9%
Watched a second TV program at the same time
9%
Used an app created for a program to post/read
6%
Used an app created for a TV program in general
4%
Other
2%
37%
28%
Source : emarketer December 2012
Looked up information about the show
None
40%
26%
65+
Source Hub Research «2013 What’s TV Worth?» April 2013
Decembre 2013

19. What about Twitter ?
Viewers
According to Nielsen about
18/24 years old
+8,5
500M
Author
% of Tweets
on average
X50
=
+1
% TV audience
Accounts worldwide
But only
40%
Twitter TV
+14%=+1% for 35/49
19M of US Twitter TV Author
263M of tweets about US TV
+24% vs Q2 2012
Source: Nielsen Twitter TV Ratings Q2 2013
+38% vs Q2 2012
are really active
The Followers
The Intimists
The Chatters
The Influencers
Twitter authors posts about
News and society topics
2,3M
Accounts
in France
Personal events
News about stars and people
TV Shows and radio
News about their professional sector
Source: Ipsos 2013 July
Romain DROSNE - CEO - @Plinkers
14%
Only read tweets
but doesn’t post
anything
36%
31%
17%
They read and post They tweets to their
but their message
audience to
target a limited
increase it but don’t
audience
expect to influence
twitter
They tweet to be
visible and develop
the number of their
followers to
influence twitter
Decembre 2013

20. During TV Program
TV Ad Time = Mobile Prime Time
23,2%
69,3%
23,5%
66,8%
During TV Commercial
Source: Vivaki «The Pool» February 2013
Romain DROSNE - CEO - @Plinkers
Decembre 2013

21. Romain DROSNE - CEO - @Plinkers
Decembre 2013

22. Social TV Strategy value for a TV program...
1- Increase the number of viewers
2- Increase the equity of the program
3- Increase the engagement on the program
4- Improve knowledge about your audience/user
5- Define a clear context
6- Increase the time in contact with your audience
Improve quantitative metrics
Associate brand insights to your program
Increase qualitative metrics / loyalty
Optimize advertising investments
Improve message acceptance
Improve the value of your contact (retargeting)
Sell more & better !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

23. Which business models
Advertising
Data & Studies
-
-
Usual mobile ad format
Synchronized ad format
Extended experience (“get more about“)
Couponing
Social amplification (Twitter, Zam+...)
Studies
Social Metrics
Metadata management
Retargeting
Paid Engagement
e-Commerce
- Paid voting, Quizz etc.
- Betting
- Freemium
-
Romain DROSNE - CEO - @Plinkers
m-Commerce / t-Commerce
Production placement
Product linking
Licencing
Social commerce
Decembre 2013

24. Data is oil !
Which fuel :
- Adveritsing opportunities
- Revenue preditions
- Program content optimizations
- Content recommandation
- TV grid optimizations
- TV program promotion
...
Romain DROSNE - CEO - @Plinkers
Decembre 2013

25. Understanding the battlefield...
INTERNET
GIANTS
Disrupt the TV market
to grab its billon
dollars
BROADCASTERS
Save their dominant
position and keep on
controling the ecosystem
PRODUCERS
Adapt to current changes
and try to grab
opportunities to get
closer with their
audience
Romain DROSNE - CEO - @Plinkers
ISPs
Keep on controling the end
user and enrich their
ecosystem/offer
CONSUMER
ELECTRONICS
Enhance the
transversality of their
hard and software
ecosystem to impose
it
NEW COMERS
Grab new business
opportunities based on
emerging usages poping
up from this deeply
changing market
Decembre 2013

26. And the winner is...
?
Romain DROSNE - CEO - @Plinkers
Decembre 2013

27. Why ?
We
are
still
here
Futur usages are not yet defined
My advice :
Ask yourself if it really makes sens to fight on apps and platforms, focus
on your historical job to find your next business models
Romain DROSNE - CEO - @Plinkers
Decembre 2013

28. Disintermediation = Re-intermediation
Editorial
Romain DROSNE - CEO - @Plinkers
Search
Algorithm
Social
Decembre 2013

29. And be courageous to shift the paradigm ?
Romain DROSNE - CEO - @Plinkers
Decembre 2013

30. Integrating a key learning from the last 2 years...
Alexandra Shapiro,
EVP of marketing and digital
for USA Network
“I don’t care where people engage with our content as long as I can be the curator of that conversation,”
said Alexandra Shapiro, which programs 2nd screen content for its original series.
“This is a major change in strategy - 2 years ago I would have said you have to drive people back to the
mother ship; desktop, mobile, tablet, wherever it’s supposed to live.
Now I feel like it’s wherever the user wants it.”
Source : http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266
Romain DROSNE - CEO - @Plinkers
Decembre 2013

31. So, Internet has made you dinosaurs.
so change yourself into oil !
Romain DROSNE - CEO - @Plinkers
Decembre 2013

32. Embrace the data era
Produce data, stream data, sell data and leave
platform handle them the way they want
Romain DROSNE - CEO - @Plinkers
Decembre 2013

33. SocialTV or 2nd screen do not really revolutionize TV usages.
It enhances & increases already existing user habits.
However it will disrupt the whole value chain and its ecosystem
Romain DROSNE - CEO - @Plinkers
Decembre 2013