Tiffany St James, Social Media Strategist and owner of Stimulation

1. Tiffany St James
Social Media Strategist
Stimulation Ltd
Challenges and Opportunities
UK Social TV
@tiffanystjames

2. 62% of consumers use social media while watching TV.
An increase of 18% since 2011
Using tablets, smartphones or laptops in their everyday TV
viewing, both for video and real time TV
Using social networking sites and forums while watching TV,
40% of these discuss what they’re watching on social networks
Social TV globally Ericsson Consumer Insight Summary Aug 2012
@TiffanyStJames

3. Not watching alone
Being part of a community
Self validation
Curiosity of other opinions
Seeking additional information
Wanting to influence or interact with content
Gratification of being acknowledged by others
The need to further analyse and discuss
Behaviour drivers Ericsson Consumer Insight Summary Aug 2012
@tiffanystjames

4. The UK falls behind the US, despite evidence of viewer
appetite for social TV engagement
12% of new UK shows have Facebook pages,
compared to 30% in the US
BUT… The Voice UK had 24,885 Twitter followers
BEFORE broadcast and GetGlue and Miso check-ins are
growing in the UK
UK vs US The Wit Monitoring Service 2012
@tiffanystjames

5. Celebrity tweets drive engagement
RESULTED IN
Top 2012 shows by channel
(does not include news and sport)
Second Sync 2012
@tiffanystjames

6. Sky/YouGov Survey 2012 (4,400)
@tiffanystjames

7. Broadcaster
Broadcaster Production
Production
ss Companies
Companies
Digital/Te
Digital/Te
Content
Content Comms
Comms
ch
ch
Producers
Producers Agencies
Agencies
Agencies
Agencies
The ecosystem
@tiffanystjames

8. Fans discuss show content; what happened, acting, new characters plot
twists
TV within the fantasy of a programme; fan plot lines and character diaries
Highest levels of participation: threat of favourite show cancellation
Fan behaviour
@tiffanystjames

9. Broadcasters are divided over social TV strategy:
To partner directly with social networks?
Or to build their own platforms for more control and ad revenue?
Few utilise a dual strategy
Many in the UK are making the most of the dual screen back channel,
broadcasting hashtags to invite people to join the chat
Few are creating valuable content that extends the story outside of the show
Broadcasters
@tiffanystjames

10. What about the tech?
@tiffanystjames

11. Have a robust infrastructure and planning
War Room set ups for real time analytics and engagement
Objectives will define tools
@tiffanystjames

12. Give useful additional content and
use analytics to create richer
experiences
Interactive content: Sync’d
@tiffanystjames

13. Real-time sentiment on shows
@tiffanystjames

14. Rewarding Social TV-ers
@tiffanystjames

15. Social TV: Battle of the Apps
@tiffanystjames

16. Opportunities
@tiffanystjames

17. • Not all broadcasters are planning at the right time, it needs to start before filming starts
• Use data for audience insight
• Be clear what the objectives are:
Reach a new audience
Build on an existing community
Create an engaged community to help secure recommission
Create purchase desire for merchandise
Create revenue
Set clear objectives
@tiffanystjames

18. Co-create with writers and directors
Extend the story into peoples everyday lives
Create content that works across various media
Use different content on different platforms
Focus on different aspects; setting, characters etc
Create the right content
@tiffanystjames

19. • Content should be…
Fun
Unusual
Important
Interesting
Educational
Newsworthy
Entertaining
Content should add value
@tiffanystjames

20. Social TV lends itself to storytelling
Extend the story outside of the show
Allow people to be part of the story, to interact with it
Create parallel storylines that extend the experience between
shows
Compliment the show, don’t duplicate it
Be flexible, allow the story to take unexpected turns
Storytelling is key
@tiffanystjames

21. Embarrassing Bodies Live
Entire editorial turned over to viewers
Asking questions/uploading images
Voting on what they want discussed
Live from the clinic
Live consultations on Skype
App download: medical tests
Valued user-interaction
@tiffanystjames

22. Have a real use for interaction
Ensure data is fed back into programmes
My Health Checker
5 million tests taken
500k registrations
300k downloads
Weekly visualising & analysis
A real user need to interact
Users trust you
Be a trusted data holder
@tiffanystjames

23. Captivating live audiences,
providing real-time data,
honouring the super-engaged
Event TV
@tiffanystjames

24. Free data
Engage developers
Create sandboxes
R&D
Prototype
Release data, let devs play
@tiffanystjames

25. Planning
Layer data for insights and get the right tools for the job
Extend the story and the experience outside of shows
Make activity important, meaningful and relevant
Leverage social channels differently for different kinds of shows
Audiences
Create opportunities for meaningful interaction
Work with producers and developers to create bespoke content
So…..
@tiffanystjames

26. What do you want people to be doing?
Based on Prochaska’s theoretical model of behavioural change
Action-orientated modelling
@tiffanystjames

27. Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
bit.ly/tiffanybio
Slideshare.net/tiffanystjames
Thank you, let’s keep talking…
@tiffanystjames

28. Resources
Ericsson Consumer Insight Summary Aug 2012
The Wit Monitoring Service 2012
Second Sync 2012
Sky/YouGov Survey 2012 (4,400)
With thanks to Gemma Went
@GemmaWent
Co-Research, build and presentation
So TV Silicon Beach 2012
Acknowledgements…

29. Embedding digital and social media capability
http://stimulationltd.co.uk