Comments on: The Rise of Social TV

By: Marc Fireman (@firedog909)

Marc Fireman (@firedog909) — Mon, 25 Jun 2012 13:58:22 +0000

Nice article Brad!

At the end of the day, STV really no different than listening to and engaging with a passionate community, just based around a story vs an action/hobby etc. I don’t actually think we have seen social TV yet which is different than a network doing social marketing around a program. Social TV should be inherently social, which will come with big changes in or around the technology itself which imho, hasn’t arrived yet.

By: Social TV Week in Review: Will the Future of TV be Connected TV or the Second Screen? Consumer Behavior Shifts an Industry «

Sun, 24 Jun 2012 19:03:52 +0000

[...] The Rise of Social TV via Brad Mays And, with the reported declines in monthly TV viewing, getting the people who are watching to pay more attention won’t hurt TV’s chances of weathering the increased pull of online video and other distractions. [...]

By: Tim Hayden

Tim Hayden — Sat, 23 Jun 2012 00:34:22 +0000

Great post, Brad.

As others have noted here, the key to success in interactive and integrated social+broadcast media efforts will hinge on “relevance.” It is exciting to see experimentation all over television and radio (terrestrial & internet). Knowing “where” and what time of day, whether or not there is an existing relationship or connection, will empower these experiences to be better received…consistenly embraced, even.

Further, those brands who capitalize on delivering actionable experiences in the living room and on-the-go will realize more immediate returns. That goes for social media in a mobile world, of course, yet there is an expectation for brand values and offer to be present in the dual-screen moments they share.

This week’s announcement of Microsoft’s (client) SmartGlass initiative with Windows 8, Xbox and mobile makes all of the above more realistic, soon.

By: bradmays

bradmays — Wed, 20 Jun 2012 10:40:32 +0000

Thanks, Steve. It sounds like you’ve worked with as many brands as I have and have seen how easily the conversation becomes about the brand, rather than about the individual. Measurement, as you point out, is key. It will likely become a combination of traditional models enhanced by the metrics that the social and connected environment can offer. It will also take people within brands to take a chance on changing perspectives to champion this kind of change. But, I believe there’s an upside that’s within reach.

By: bradmays

bradmays — Wed, 20 Jun 2012 10:35:52 +0000

I agree, Blair. It will be interesting to see how some of the partnerships will shape up this year. Particularly interesting will be how the platform providers team up with content and networks. The category is so diverse that the combinations are nearly endless. Thanks for the comment.

By: bradmays

bradmays — Wed, 20 Jun 2012 10:32:22 +0000

Thanks for the comment, Mike. Relevance will remain the key ingredient, and often the most allusive for brands, primarily as they transition from the ad-driven model into an engagement-driven model. This is where I think the best experience for the viewer will be created.

Regarding apps, the market is so diverse across the ecosystem, from content plays to interactive technologies, with everyone trying to get into the game. Appmarket.tv does a good job keeping up with the latest, as does Trendrr.com.

But, to me, one of the most interesting areas is in looking at content as an app – which intersects with your concept of relevance. How can we drive engagement and action through content. Content, to me, is the killer app.

By: The Rise of Social TV « Socialisms | Richard Kastelein - Creative Technology and building the bridge

Wed, 20 Jun 2012 07:57:57 +0000

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By: Steve Ziemba (@Ziemba)

Steve Ziemba (@Ziemba) — Mon, 18 Jun 2012 21:40:19 +0000

The one thing I always find interesting is WHY brands choose to connect with audiences and you certainly touched upon it. Being social for the sake of social is not usually the brands’ goal. The goal is usually tied to $$$ and social media is the latest tool in the box to deliver the goods. What you are more likely to discover is brands want to connect with audience on a perfunctory level rather than becoming a truly social organization. Unfortunately, revenue goals hold organizations back from being truly social. How many of the broadcasters look at social beyond the marketing, sales advertising departments? What TV needs is a new way to measure conversations, interaction and viewership. Only when these values can be combined and valued will you see industry laggards (local news programming for example) look beyond their legacy business models to understand the true value of engaged fans/viewers. Oh, and by the way, I too am a believer that social should enhance the broadcast experience. – Thanks Brad, interesting read.

By: Blair Klein (@bklein34)

Blair Klein (@bklein34) — Mon, 18 Jun 2012 18:20:54 +0000

Excellent insight. I think we’ve only seen the tip of the iceberg here. It’s not just social’s version of product placement. Integration is the key.

By: Mike D. Merrill (@mikedmerrill)

Mike D. Merrill (@mikedmerrill) — Sun, 17 Jun 2012 15:46:07 +0000

Great post Brad. For the brand hosting these integrated consumer experiences I think relevance to the brand is probably the most important. If the show has a strong tie into the brand it has a better chance of resonating. Second, I think if the online experience can also provide exclusive content it will have a better draw.

We’ve started to see a few enterprise apps to tie in viewers as well. What others have you seen.

/Mike