So what is Social TV? Simply put, social TV is where: • People live-tweet about the television programs they are watching • Managing to pull in new viewers, called Twitter TV audience • Making TV-viewing a real-time group experience • In other words, the second screen (Twitter) becomes a force-multiplier for the first screen (TV) • Twitter is projecting this parallel engagement as the next big thing in entertainment

1. +
Social Media + Television +
News
It’s real and it’s coming soon to a television set
desktop screen near you.

2. + The Rise of ‘Second Screen: Social TV’
 In 2012, about 32 million people in the U.S. tweeted about TV programming: big events, like the Super Bowl
gathered 24 million Tweets & American Idol gathered 5.8 million Tweets
 TV shows (especially in the genre of reality and sports) have strategically generated massive chatter on social
media platforms, particularly on Twitter. In some cases, this has translated into an increase in viewership for
channels. In others, it has helped shows widen their reach and visibility
 Twitter provides the perfect bridge between TV, digital and mobile. In fact, 64 percent of mobile centric users
on Twitter use it in front of the TV at home. (in the US)

3. +
How Are the Two Mediums Coming
Together
 Simply put, social TV is where:
 People live-tweet about the television programs they are watching
 Managing to pull in new viewers, called “Twitter TV audience”
 Making TV-viewing a real-time group experience.
 In other words, the “second screen” (Twitter) becomes a “force-multiplier”
for the first screen (TV)
 Twitter is projecting this parallel engagement as the next big thing in
entertainment

4. +
Syncing Twitter & Television
Choose and
promote a single
official hashtag
Show the hashtag
on air at least once
between every pair
of commercial
breaks.
Pair hashtags with
creative calls to
action.
Show your Twitter
account name on
air.

5. +
This Trend is Creating Opportunities
For
Channels
For
Advertisers
For DTH
Giants
Cable
Operators

6. + For Channels

7. +
News Channels: BBC
Significant presence on
Twitter, with accounts
for TV and Radio
shows and channels
There is a presence for
breaking news stories,
world, continental,
county and city news,
and other news genres
Encourages various
presenters to have a
Twitter account

8. +
Case Study: #SFOCrash
 The first tweet about the incident was
sent out a mere 30 seconds after the
crash.
 Krista Seiden, a Google employee was
boarding another flight when she first
tweeted a picture of the crash at SFO.
 She was quoted over 4,000 times in the
media in the next 24 hours

9. +
Case Study: Tweeting Osama’s Death
 Sohaib Athar, a 33-year-old IT
consultant living in Abbottabad,
Pakistan - he settled in around
midnight to get some work done
 He heard the US army helicopters
hovering over Abottabad at 1 am
and he started tweeting about it
 The significance of his posts was
only clear until hours later, when
President Barack Obama called a
rare evening press conference to
announce the news

10. +
Case Study: #CokeStudioatMTV
 Twitter activity peaked during the AR Rahman’s
episode on Independence Day with more than
1,000 tweets hashtag-ed #CokeStudioatMTV in
an hour,
 Thousands more were generated through the
evening as users coined multiple hashtags like
#ARRahman, #ARR and #MTV to tweet about
the show

11. + Case Study: #SatyamevJayate
The team used Persistent as their Analytics
and Insights partner to collate all the data
received from SMS, emails, tweets,
Facebook activity, votes etc.
The responses generated were curated on
the Satyamev microsite in a visual format to
showcase the impact
Team also used the data to analyse
conversations trends and draw ideas for
future shows
And to populate a weekly radio show that
Amir Khan did with a local journalist

12. +
The Outcome
 The show generated nearly 6 lakh tweets
during its 14-episode first season (most of it
live during the one-and-half hour of telecast)
 It went on to become one of the most
watched and digitally visible properties of the
channel
 Top cities with maximum participation – Delhi
& Mumbai and top countries were India, US
and UK
 The data generated is high quality and so
huge, that it can have continued utility in
social and ethnographic researches

13. +
For DTH Providers
 A revolutionary convergence of Tweeting and television viewing, the
concept is an innovation in the DTH industry across the world that
allows customers to experience Twitter on TV
 Users can actually tweet while watching TV and can view tweets
related to their TV shows as well. It launches at no extra charge to
subscribers.

14. +
For Cable Providers
In the US, Comcast
customers will soon
be able to reach
some television
shows from Twitter
messages about
those shows.
The Tweet will be
powered with a “see
it” button which will
re-direct the user to
the TV show
straightaway!
The technology will
test the
interconnectedness of
television and the
social Web, two
media platforms that
enhance each other

15. +
For Advertisers
 TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed
to their ads on TV
 Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and
measurable, while making it easy for marketers to run Twitter campaigns that complement and amplify
their TV creative

16. +
Measure of Success
The first-ever
measure of the total
activity and reach of
TV-related
conversations on
Twitter.
Initial analysis of
Nielsen Twitter TV
Ratings reveals
that the Twitter TV
audience for an
episode is, on
average, 50 times
larger than the
authors who are
generating
Tweets.
Nielsen Twitter TV
Ratings enable TV
networks to
measure the full
Twitter
engagement
surrounding their
programs
A recent study showed
that there’s a circular
relationship between
tweets and top TV
shows, with tweets
triggering a change in
ratings across 29
percent of shows.

17. +
The Future of the Trend
 Social TV is yet to reach its full potential in India but the trend is on the
rise
 Twitter will become a household commodity with DTH and Cable
operators jumping the bandwagon
 Twitter has been buying relevant companies as part of its aggressive
acquisition strategy, including New York-based Trendrr, which provides
TV networks, publishers, and media agencies with tools to track social
TV engagement
 Twitter’s own smartphone app is expected to go through a significant
change, with a new, stream-based system likely to heavily incorporate
TV and TV-related content

18. +
Are You Following Them?

19. +
Contributed by: Diksha Sethi Sharma
Digital Strategist at Genesis Burson-Marsteller
Follow her on Twitter @s_diksha
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