Professor Krochmal lectures on social media and television, a field he helped pioneer with a conference in 2011 "TV Goes Social" as well as founding Social TV Daily. He talks about TV disrupted, engaged viewers, the ad market, Twitter vs. Facebook, and the 2015 TV season.

1. Social TV, the Second Screen
Learning Module No. 7
Issues in Contemporary Media
ICM – 501
Oct. 12, 2015

2. LM7 Issues in Contemporary Media
ICM 501
#SocialTV or #SecondScreen
Disrupting Television
Engaging Viewers
What's at Stake
The Players
The Season

3. LM7 Issues in Contemporary Media
ICM 501
Users watch programming and share in real time
using social platforms
Why is this a thing?
21
st-
century watercooler

4. Social TV, the Second Screen
If you have ever commented on a TV show in real
time using Facebook or Twitter or another
platform, you are part of the Social TV
phenomenon.
If you used a laptop, mobile phone or a tablet,
you are part of the Second Screen phenomenon
(Still room to grow as less than 25 percent of
television watchers share on social media)

5. Social TV, the Second Screen
87% of consumers use more than one device at a
time.
Globally, the smartphone is the most frequent
companion device scoring 57% overall.
In North America, a laptop/computer was used
more frequently for simultaneous viewing (59% vs.
42% for smartphones)
https://www.accenture.com/us-en/insight-digital-video-connected-consumer

6. Social TV, the Second Screen
“TV’s undisputed popularity as the go-to
entertainment device is ending.
Now, as viewers shift their allegiance to other
devices, media companies must identify new ways
to package content
and share it across multiple screens.”
Digital video and the connected consumer
Accenture Consulting (2015)

7. Social TV, the Second Screen
With over a billion Facebook, Twitter and mobile
messaging users discussing their TV viewing on
second screens, Social TV is crucial for ratings
success and advertising effectiveness.
Accenture Consulting (2015)

8. Social TV, the Second Screen

9. Social TV, the Second Screen

10. Social TV, the Second Screen

11. Social TV, the Second Screen
Twitter vs. Facebook
Twitter dominates Social TV
“Twitter has – and will continue to have – a special
relationship with the broadcast TV industry. This is
particularly true within the genres of sports and news.”
– SocialTV Index Report by Ring Digital 2015

12. Social TV, the Second Screen
“Amongst consumers that have ever used social
media to vote, post, share or comment about
something on TV, 75.6% have used Facebook to
post TV related comments, up from 70.4% seven
(7) months ago. 25.4% have used Twitter for the
same purpose, and that's down 8.6 percentage
points – a drop of 25%.”
RingDigital.tv/socialtv-index
(Over 25% of all consumers have participated in SocialTV behavior)

13. Social TV, the Second Screen
Facebook and others are encroaching
Others include: Snapchat, Whipclip, Clipit, Meerkat, Periscope

14. Social TV, the Second Screen
The stakes
Advertising market
Industry

15. Social TV, the Second Screen
The advertising spend in the U.S., is nearly $187
billion, with digital accounting for just under 30%
of that — 28%, or $52.8 billion, nearly $30 billion
behind TV ad spending.
However, growing at a rate of 13% this year, and
up 2.5% on 2014’s share, digital remains the
fastest-growing of any category. TV is down -0.6%
on 2014.
Global ad spend is at $592 billion.
(Strategy Analytics report)
http://techcrunch.com/2015/01/20/2015-ad-spend-rises-to-187b-digital-inches-closer-to-
one-third-of-it/

16. Social TV, the Second Screen

17. Social TV, the Second Screen
Fall Shows
“Scream Queens” is crushing social with 330,000
tweets about the show before September.
Top (1k T/Month)
The Muppets, ABC
Heroes Reborn, NBC
Blood & Oil, ABC
Quantico, ABC
Supergirl, CBS
Middle
Best Time Ever with Neil
Patrick Harris, NBC
Minority Report, Fox
Blindspot, NBC
Grandfathered, Fox
Rosewood, Fox
Low
Life in Pieces, CBS
Limitless, CBS
The Player, NBC
The Grinder, Fox
Code Black, CBS
Dr. Ken. ABC
https://blog.tweetreach.com/tag/social-tv/

18. Social TV, the Second Screen
Social TV Metrics, Nielsen

19. Social TV, the Second Screen
Social TV Metrics, Nielsen

20. Social TV, the Second Screen
TV Networks and social media
https://www.brandwatch.com/2015/08/research-social-insights-on-the-television-network-industry/

21. Social TV, the Second Screen
“Largely because of social media, TV is
becoming an interactive, communal experience.
And in an unexpected throwback to the earliest
days of television, the best stuff, rather than
playing out whenever we like, is best experienced
live, because that’s when everyone else is
watching, too.”
http://www.nytimes.com/2015/10/05/business/media/social-media-takes-television-back-in-time.html?referer=http%3A%2F%2Ft.co%2F2P2mp6ltAj&_r=0

22. Social TV, the Second Screen
Blowback on Jenkins
The democratizing promise of increased audience participation (Benkler 2006; Bruns 2008;
Jenkins 2006) has in recent times come under scrutiny as scholars suggest the facilitators of
collaborative online spaces may reject the political shift of convergence culture (Hay et al.
2011).
By examining the impact of social TV, that is audience members participating in content
through commenting and co-creation, it is also indicative of how public service media policy
can be seen as what Brevini (2013) terms PSB 2.0.
Hutchinson, Jonathon. The impact of social TV and audience participation on national cultural policy:
Co-creating television comedy with #7DaysLater [online]. Communication, Politics & Culture, Vol. 47,
No. 3, 2015: [21]-33. Availability:
<http://search.informit.com.au/documentSummary;dn=113683888062009;res=IELHSS> ISSN: 1836-
0645. [cited 11 Oct 15].
Read the paper:
http://www.rmit.edu.au/media/public-site-media-production/documents/college-of-design-and-social-context/schools/media-and-communication/cpc-journal/volume-47-issue-3/CPC-vol47-no3-3-Hutchinson.pdf

23. Social TV, the Second Screen
The Future of Social TV
“The horse has bolted for audience banter. Twitter dominates live TV, but
I think Facebook could do more to leverage the power of their network,
and the rich data and media its users have posted over the years. They
could work with studios and broadcasters to create new kinds of shows
where Facebook users are both the participants, and the audience.”
– Leslie Nassar, Wrangling Cats Design, for ABC
https://www.mediaweek.com.au/facebook-wants-to-take-on-twitter-to-control-social-tv-is-it-too-late/

24. Social TV, the Second Screen
The Future of Social TV
“It is most likely that a completely new
development, which can’t yet be imagined, will
emerge to set a new standard for online social
interaction. The current state of Social TV is in
such a manic phase of rapid growth that only time
will reveal the full potential of the industry.”
http://www.torrezriley.com/projects/researchpaper/SocialTVpaper.pdf

25. Social TV, the Second Screen
Assignments
Follow your favorite TV program or television series. Pick a TV show (news, or
reality or drama). Identify the social TV elements used by the show. Watch the
show and participate in the realtime conversation. Make sure you tell how you
did that (devices, platforms).
Explore the social media efforts associated with the television program. What
are the social media hashtags? How do you engage on a social media
platform? Describe the buzz surrounding the show on Facebook, Twitter and
other platforms
Measure the conversation in ratings and in engagement.

26. Social TV, the Second Screen
The Future of Social TV
Show you understand Social TV by designing a campaign for a local 11PM
news broadcast or an educational program on Public TV. Pick the content you
will use, hashtags and platforms, and defend your choices. Identify the show and
describe their current usage of social media. Explain how you would measure
the success of the campaign over time and pick your metrics for success. (Video
submission should be 5 minutes)