TV is inherently a social medium—people gathered around the water cooler for ages to discuss last night’s television program. Now, this behavior has shifted to the digital world where people are discussing TV programs in real-time, across social media environments such as Twitter and Facebook, and within mobile environments like the social TV check-in apps, GetGlue, IntoNow, Miso and Philo. Social TV is still in its infancy—the television industry is striving to learn how social media conversations can inspire tune-in and affect ratings, and how they can monetize their social audiences.
However, a couple of TV-specific listening tools are emerging such as Bluefin Signals and Social Guide that are curating social media conversations amongst TV viewers, allowing brands to learn more about their viewers and how they are engaging with the network. Interestingly enough, the conversations across social media environments mirror actual TV ratings. For example, this season’s premiere of the Jersey Shore ranked in 9.7 million viewers while also dominating 62% of total TV mentions within social media environments, including 912,055 Twitter mentions, 51,507 on Facebook, 10,250 check-ins on GetGlue and 357 on Miso—more than all the other prime time shows.
What were the top 5 programs that TV viewers talked about in July 2011 across the social media sphere?
The Social Guide identifies Family Guy, SpongeBob Square Pants, Basketball Wives, Maury, and the Jersey Shore as the top five programs in the month of July that boasted the highest number of shares, unique followers and comments. You can also discover the top social shows in real-time, who your top social fans are in real-time, or for the past 7 or 30 days.
Although the social TV partners do not have answers to some of the questions the brands are asking, many are dabbling around with interesting and innovative offerings, not just for entertainment-based shows but also for CPG brands. For example, IntoNow partnered with Pepsi, allowing the first 500 potential consumers to tag Pepsi Max’s commercial and redeem a free Pepsi bottle at their local Target or CVS. In addition, LocalResponse’s recent acquisition of social TV check-in company, Philo, will allow local businesses to target responses to people who are watching similar content on TV, matching promotions to viewing behavior. Xbox, too, is forging ahead at connecting viewers to commercials in innovative ways. Xbox recently announced a new way for advertisers to target interactive experiences at consumers via voice and motion interactivity— called NUads — for users with the Kinect attachment. This technology will allow users to send reminders to their phones of their favorite shows by simply saying, “Xbox Schedule,” or to vote for their favorite American Idol contestant by simply waving their hand in front of the screen.
What Social TV developments are you most interested in?