David Ellis, from Station 10, talks about how social media is changing the way we prove the value of TV.

1. Talking Telly
Or how social media is changing how to prove the value of TV
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2. Who are Station10?
 Multiplatform data, insight and
optimisation experts
 We prove the true business value of your
programmes, and help to optimise that
performance
 We answer questions like:
 What is the value of my multiplatform
audiences?
 How is my Social Media activity
performing?
 How do my audiences behave through
digital channels?
 And…HELP! I don’t know what my data is
telling me, and I need to understand it.
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3. Insight over Instinct
 The most effective organisations are those that analyse their customer and
business performance data to improve and evolve their business.
Source: MIT, 2010.
The most successful businesses in all sectors in 2015 will be data-led and who use
it to understand customers and drive actionable insight
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4. The future is data, social & multiplatform
Q. How prepared /unprepared is your organisation for the following upcoming trends over the next 5 years?
 4 out of 5 CMOs anticipate a high/very high level of data complexity over
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2, next years,13, only 21, felt ready to handle it.
but half Source: Econsultancy, Oct 2011
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5. How do these trends
affect telly?
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6. Digital and Multiplatform is changing TV
consumption
“Viewers may be watching [TV] in The first episode of Sherlock was the most-
different ways, with laptops on their requested show ever in a 24 hour period on
knee or twittering via tablets, but it the BBC iPlayer as the VoD service posted its
seems they are still watching it. highest-ever month in December with a total
of 187m requests.
And recording it, by jingo. In
2011…peaktime viewing increased
after recording by…7.5%.”
Stephen Price, Broadcast, Review of
2011, Jan 2012.
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7. Social Media can add depth to audience
understanding
Social Media is part of this changing landscape.
But Social Media can also provide large volumes of data, and
insights, around viewer attitudes, interests, location, social
network, influence, frequency, and even propensity to purchase.
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8. A Flavour of Social Media Insight -
@chattyman
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9. Chatty Man has fewer viewers against more
peak-time peers…
Show Show Viewers (most No. Followers (as %
recent or series peak) Followers of viewers)
X Factor 16,080,000 169,000 1%
I’m A Celebrity 11,430,000 37,000 0.3%
Strictly Come Dancing 10,580,000 26,000 0.2%
Graham Norton 3,110,000 N/A N/A
Million Dollar Drop 2,770,000 15,000 0.5%
Inbetweeners 2,170,000 840 0.04%
Glee 1,610,000 467,000 * N/A
ChattyMan 1,550,000 103,000 6.6%
Misfits 830,000 30,000 3.6%
Skins 820,000 90,000 11%
Source: Follower data – Twitter, Viewer data – BARB
* Includes (v. large) US following
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10. …but has strong follower volumes…
Show Show Viewers (most No. Followers (as %
recent or series peak) Followers of viewers)
Glee 1,610,000 467,000 * N/A
X Factor 16,080,000 169,000 1%
ChattyMan 1,550,000 103,000 6.6%
Skins 820,000 90,000 11%
I’m A Celebrity 11,430,000 37,000 0.3%
Misfits 830,000 30,000 3.6%
Strictly Come Dancing 10,580,000 26,000 0.2%
Million Dollar Drop 2,770,000 15,000 0.5%
Inbetweeners 2,170,000 840 0.04%
Graham Norton 3,110,000 N/A N/A
Source: Follower data – Twitter, Viewer data – BARB
* Includes (v. large) US following
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11. …so “punches above its weight” on Twitter
Show Show Viewers (most No. Followers (as %
recent or series peak) Followers of viewers)
Skins 820,000 90,000 11%
ChattyMan 1,550,000 103,000 6.6%
Misfits 830,000 30,000 3.6%
X Factor 16,080,000 169,000 1%
Million Dollar Drop 2,770,000 15,000 0.5%
I’m A Celebrity 11,430,000 37,000 0.3%
Strictly Come Dancing 10,580,000 26,000 0.2%
Inbetweeners 2,170,000 840 0.04%
Glee 1,610,000 467,000 * N/A
Graham Norton 3,110,000 N/A N/A
Source: Follower data – Twitter, Viewer data – BARB
* Includes (v. large) US following
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12. But, are these fans positive?
Show Positive Neutral Negative Sentiment
Sentiment Sentiment Sentiment Index
Comments Comments Comments
ChattyMan 96 147 4 24.00
Glee 264 543 36 7.33
I’m A Celebrity 54 220 8 6.75
T4 79 279 19 4.16
X Factor 103 509 25 4.12
Graham Norton 107 493 27 3.96
Misfits 74 305 20 3.70
Inbetweeners 96 435 27 3.55
Million Dollar Drop 106 421 31 3.41
Skins 74 339 22 3.36
Strictly Come Dancing 91 500 30 3.03
Source: SocialMention. Data for week ending 13/2/11
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13. Positive sentiment continues strongly while
off-air…
Show Positive Neutral Negative Sentiment
Sentiment Sentiment Sentiment Index
Comments Comments Comments
Graham 107 493 27 3.96
Norton –
not during
TX
Graham 147 676 25 5.88
Norton –
mid show
Chattyman – 96 147 4 24.00
not during
TX
Chattyman – 132 108 4 33.00
mid show
Source: SocialMention. Data for week ending 13/2/11
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14. …but escalates significantly during TX
Show Positive Neutral Negative Sentiment
Sentiment Sentiment Sentiment Index
Comments Comments Comments
Graham 107 493 27 3.96
Norton –
not during
TX
Graham 147 676 25 5.88
Norton –
mid show
Chattyman – 96 147 4 24.00
not during
TX
Chattyman – 132 108 4 33.00
mid show
Source: SocialMention. Data for week ending 13/2/11
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15. How do other industries use “big
data”?
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16. Using location data to increase conversion
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17. Data is power
"We are looking for Predictive Modeling/Data Mining
Scientists and Analysts, at both the senior and junior
level, to join our department through November 2012 at
our Chicago Headquarters,” read the ad.
"We are a multi-disciplinary team of statisticians,
predictive modelers, data mining experts,
mathematicians, software developers, general
analysts and organizers -all striving for a single goal:
re-electing President Obama."
0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, Source: Econsultancy, Feb 2012

18. How “big data” is changing TV
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19. How “big data” is changing TV
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20. Social TV Tips
 Embrace social data to inform your strategies – it’s your friend.
 If you don’t look to understand your audience’s interests and
likelihood to purchase, someone else will.
 Consider how to build a platform to incorporate social data
 Consider how you can harness dual screening audiences to
create value
 What’s the value of a retweet?
 How influential is the audience?
 Prove the value, don’t believe the hype
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21. THANK YOU!
david.ellis@station10.co.uk
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