- 400mm tweets per day
- 200mm monthly active users on twitter
- 1 in 3 tweets about tv
- 41percent of the people owning a smartphone or tablet use it while watching tv
- twitter is the main place where the conversation is happening
- there are shows which are spoiled by twitter users especially in the us where the time difference matters
- ongoing series: 25.000.000 tweets about “pretty little liars” which is a show targeting millennials, more than 12.000 tweets a minute for “the walking dead”, 10.000 a minute for “x-factor”
- one time event: superbowl gathered 24.000.000 tweets this year compared to 14.000.000 last year, uefa champions league 110.000 tweets a minute,
- streaming all-at-once: house of cards was a season released all at once, it costs 100million$ and it was posted on netflix on friday a people were able to watch all the episodes the way they wanted. what is the implication for social tv when people can watch a show the way they want?
- tweets spikes during the day of the on air for ongoing series, but there’s activity throughout the week; while for one time event the spike happens during the day of the onair; for all-at once the tweets pattern stays very high for the entire week because people are watching it in different moments
- how to build interest on twitter for shows before they go live?
- raising hope posted the first episode one week before on twitter and fans could watch it by becoming fans: grammy awards created an editorial plan leading to the event to engage with the audience in the hope of driving people to watch the show the day of the airing
- discovery: how do you find new fans? house of cards made it because everyone was talking about it on twitter, 3 out of 10 people watch a tv show because twitter says they should; firefly relied on the actor fanbase to push the tv show; twitter advertising is another way of creating the tweet spike and keeping it for some days
- fan engagement: archer tv show uses the actual show’s character to tweet to keep the interaction with the characters’ through the week: parasocial relationships -> when people watch tv shows for a long time, they start identifying with the characters and this is enhanced by characters tweeting; ask people want they want to see and then react to it by making it real; tweet with fans while they are watching -> superbowl did that 51% who tweets during the show, do that because they want to be connected with other people, brands can encourage that by using branded hashtag
- real time participation: the twitter handle of the show tweets during the show commenting what’s happening and it interacts with the people -> encourage people to watch the tv show live to get money from tv advertising; twitter polls, done by american idol, ask fans what they think about something happening realtime during the show; grammy put ipads in the backstage actors could use to tweet by themselves;
- get feedback from users, the walking dead “killed” a character because everyone asked for it; hawaii five o asked to vote for the ending and since west cost results vs east cost were different, they aired two different endings;
- hashtags are great for focusing around a conversation but they are boring and everywhere -> evolution: more interactions on other social medias (tumblr, facebook, etc) -> more social channels integration; on tumblr some shows have the same audience and share which happen on twitter; 79% of the connected people do visit facebook while watching tv; advertising -> more and better advertising on social medias which takes into account what’s happening in real time; when there’s branded contents which makes sense into the channel and it’s relevant to the audience, it adds value to tv shows; social medias will be used to understand what people like and adapt storyline to those feedbacks; even though twitter does not represent the entire population, it’s a large fan base and a place to start from
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In attesa della tavola rotonda milanese post Sxsw, Matteo Sarzana, Vml, ci sollecita con suggestioni in pillola, direttamente da Austin. 2) how twitter has changed how we watch tv – jenn deering davis
11 Marzo 2013
