1. How To Engage Consumers Through
Social TV On Mobile Devices?
Brea Buffaloe
Twitter: @BreaGB

2. What is Social TV?
• Social TV – technology that supports social
interaction surrounding television content

3. Is the second screen a distraction or an
enhancement for marketers?
• 77% of
people use
another
device while
watching TV
Source: thinkwithgoogle.com

4. "When they find something engaging on the TV, they pay
attention. When their interest wanes, in the absence of a second
screen they could change the channel, get up, read a magazine,
etc. With a second screen that allows live social engagement,
they have more reason to stay on-channel with their friend.“ -
Jack Wakshlag, chief research officer at Turner Broadcasting

5. Nielsen-Twitter partnership creates an
industry standard – “Nielsen Twitter TV
Rating” available Fall 2013
• What does it measure?
– Size of audience participating in the conversation
– Amount of people exposed to the activity
• Why does it matter?
– Legitimizes social engagement around TV
– TV ratings vs Social TV rating – effects ad spend
Source: Nielsen

6. What about Facebook?
• Facebook testing television check-in
• Facebook Social Graph Search and #hashtags
Source: adage.com & blog.sgrouples.com

7. Engaging with the “connected” TV
audience through companion apps
• Case Study:
Walking Dead UK
App
– App syncs with
episodes to
track zombie
kills, weapons
used and killer
– Allows you to
make
predictions to
earn points and
share your
progress
Source: redbeemedia.com, thewalkingdeadrumors.com

8. • Results
– Made the Top Ten
List in the iTunes
App Store during
the first week
– 62,000 downloads
in the first 60 days
– 300,000
gameplays in the
first 60 days
– 37.8% uplift in
viewers
– 65.3% jump in
audience share
Source: redbeemedia.com, thewalkingdeadrumors.com

9. • Keys to success
– Gamification
– Easy sharing
– Engages before
(predictions), during
(tracking progress) and
after (sharing) show
Source: literatigamereviews.blogspot.com

10. Engaging with the “connected” TV
audience through social media
• Case Study: The Voice -
#thevoice hashtag
– Fans were allowed to
directly communicate
with other fans,
contestants and
judges with the
hashtag during the
show
– On-screen curation of
tweets and “V-Room”
to interview
contestants based on
questions submitted
on twitter
Source: vodprofessional.com

11. • Results
– 70% of Voice-related
tweets during the first
live episode included
the hashtag #TheVoice
– 200,000 Voice-related
tweets were sent
during the June 7
episode alone
– Roughly five times the
social-media response
of American Idol
– #1 ranking among all
episodic TV shows in
social media
engagement during its
run
Source: adage.com

12. • Keys to success
– Audience becomes
part of the show
(allows for crowd-
sourcing of
content. Ex.
Interview
questions)
– Gets stars and
contestants
involved
– Real-time
engagement
– One clear hashtag
that doesn’t
confuse consumers
Source: mashable.com & lostremote.com

13. Engaging the “connected” TV audience
with second screen strategy
Case Study: Coca Cola Polar Bowl
– During the Super Bowl,
Coca Cola set up their
famous bears to react to
the game in real time and
invited the world to the
party
– They reacted to things
such as when teams
scored, the half-time show
and advertising
– They also responded to
fans on twitter in real time
– 2 60 second ad spots aired
based on what was
happening during the
game
– #GameDayPolarBears
Source: worldsbestcasestudies.com & brandingmagazine.com

14. • Results:
– Over 5000 twitter
mentions of the
polar bears per
minute
– Over 9 million
streams
– Average of 28
minutes per stream
– 32,000 people
RSVP’d on
Facebook
– 12.5% increase in
Twitter followers
before the game
even started
Source: theinspirationroom.com

15. • Keys to success:
– Real-time
engagement
– Personification of
brand icon (polar
bears)
– Integration of
multiple
platforms
(Facebook
events, Twitter,
Website)
– Real-time
brought to
television by
choosing ads
based on Super
Bowl results
Source: brandingmagazine.com

16. What’s in Social TV’s future?
• Next Steps: Volume vs Meaning
– Sentiment Analysis
Source: tvweek.com

17. Delivering strategy and insights
– Strategy: Nielsen Twitter Ranking provides real-
time data but what can brands do with it?
• How should they engage?
• How should they grow?
• In terms of Graph Search – how to optimize?
Source: roiforsales.com