This presentation explores the core principles of Social TV and Second Screening, outlining the key opportunities for brands and content producers along with relevant examples and case studies. For more information and analysis, visit http://wearesocial.sg/
1. SOCIAL
SCREENS
MAKING THE MOST OF MULTI-SCREENING
SIMON KEMP • WE ARE SOCIAL • PROMAXBDA ASIA • DECEMBER 2014
awree social
We Are Social @eskimon • 1
5. GLOBAL DIGITAL STATISTICS
ACTIVE
INTERNET USERS
DEC
2014
TOTAL WORLD
POPULATION
ACTIVE SOCIAL
MEDIA ACCOUNTS
ACTIVE UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL ACCOUNTS
3.021
BILLION
1.639
BILLION
2.046
BILLION
3.632
BILLION
7.279
BILLION
PENETRATION: 50%
NB: THIS STAT REFERS TO
UNIQUE ACTIVE MOBILE USERS
PENETRATION: 28%
NB: THIS STAT REFERS TO ACTIVE
ACCOUNTS, NOT UNIQUE USERS
PENETRATION: 23%
NB: THIS STAT REFERS TO ACTIVE
ACCOUNTS, NOT UNIQUE USERS
URBANISATION: 53%
NB: THIS FIGURE IS FOR TOTAL
POPULATION INCLUDING CHILDREN
PENETRATION: 41%
NB: THIS STAT IS BASED ON ACCESS
VIA FIXED AND MOBILE CONNECTIONS
We Are Social @eskimon • 5
• Sources: Worldometers, InternetLiveStats, Facebook, Tencent, VKontakte, GSMA Intelligence
6. DEC TODAY’S MEDIA REALITY
2014
VS
7.3 BILLION 4.2 BILLION
MOBILE SUBSCRIPTIONS TELEVISION VIEWERS
We Are Social @eskimon • 6
• Sources: GSMA Intelligence; BrightSideOfNews.com
7. QUICK POLL: WHICH WOULD YOU GIVE UP
FIRST – YOUR SMARTPHONE, OR YOUR TV?
We Are Social @eskimon • 7
8. Q1 MINUTES PER DAY USING DEVICES
2014
BASED ON PEOPLE WHO OWN OR HAVE ACCESS TO A TELEVISION AS WELL AS A SMARTPHONE OR TABLET
We Are Social @eskimon • 8
• Source: Millward Brown
291!
289!
262!
237!
229!
193!
169!
158!
150!
132!
99!
78!
69!
89!
96!
125!
127!
98!
INDONESIA
PHILIPPINES
THAILAND
VIETNAM
CHINA
INDIA
AUSTRALIA
SOUTH KOREA
JAPAN
SMARTPHONE / TABLET
TELEVISION
9. APAC AUDIENCES SPEND MORE THAN
TWICE AS MUCH TIME ON MOBILE AS TV
We Are Social @eskimon • 9
• Source: extrapolated from data from Millward Brown
10. MOBILE IS ALREADY MOST PEOPLE’S
‘FIRST SCREEN’ – ESPECIALLY IN APAC
We Are Social @eskimon • 10
11. “
Asia leads when it comes to watching
TV-style video on other devices. About
one-third of users in China, Hong
Kong and Singapore watch online
video every day. In Hong Kong,
watching video on a computer or
mobile in the evening (26%) is more
common than watching TV (14%).
Jeff Bercovici, Forbes
We Are Social @eskimon • 11
12. HOWEVER, THIS ISN’T AN
‘EITHER / OR’ SITUATION
We Are Social @eskimon • 12
• Swords image: Javier Sánchez, the Noun Project
13. 4 OUT OF 5 PEOPLE CONSUME TV AND
ONLINE CONTENT AT THE SAME TIME
We Are Social @eskimon • 13
• Sources: Google, Nielsen, Microsoft
14. !!
MULTI-SCREENING ISN’T JUST ABOUT
TV EITHER; IT’S RELEVANT TO ALL MEDIA
We Are Social @eskimon • 14
15. DEC MOBILE WEB USAGE LOCATIONS
2012
We Are Social @eskimon • 15
• Source: Forrester
CAR
PUBLIC TRANSPORT
TRAVELLING
LIVING ROOM
KITCHEN
BEDROOM
HOME OFFICE
IN STORES
FRIEND’S HOUSE
OUTDOORS
SCHOOL
WORK
RESTAURANT
51%
68%
74%
67%
53%
65%
31%
74%
22%
60%
75%
58%
65%
16. We Are Social • Image: @echua14 on Instagram @eskimon • 16
17. We Are Social • Image: @pardedeivana on Instagram @eskimon • 17
21. Q2 USING MOBILES WHILE WATCHING TV
2014
NORTH
AMERICA
LATIN
AMERICA
EUROPE
We Are Social @eskimon • 21
• Source: GlobalWebIndex
AFRICA THE
MIDDLE EAST
ASIA-PACIFIC
39%!
53%!
62%!
36%!
67%!
22. Q3 WATCHING TV: DIGITAL MULTITASKING
2014
We Are Social @eskimon • 22
• Source: TNS
79%!
72%!
66%!
61%! 59%! 58%!
55%! 53%!
50%! 50%! 48%!
45%!
41%!
38%! 37%!
JAPAN
HONG KONG
THAILAND
SINGAPORE
TAIWAN
VIETNAM
NEW ZEALAND
SOUTH KOREA
AUSTRALIA
MALAYSIA
GLOBAL
INDIA
PHILIPPINES
INDONESIA
CHINA
BASED ON RESPONDENTS WHO REPORTED ENGAGING IN OTHER DIGITAL MEDIA WHILE WATCHING TV IN THE EVENING
23. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 23
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
24. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 24
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
25. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 25
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
TODAY, IT’S NOT
JUST ADS THAT
PEOPLE IGNORE
26. 2 KEY MULTI-SCREEN OPPORTUNITIES
ENRICHING
ENGAGEMENT
PROVIDING DEEPER
CONTENT EXPERIENCES
BY EXTENDING CONTENT
ACROSS DEVICES
STOPPING
STRAYING
KEEPING THE ATTENTION
OF WANDERING MINDS BY
PROVIDING ALTERNATIVE,
BUT RELATED, CONTENT
We Are Social @eskimon • 26
30. “ Content is not king. If I sent you to a desert
island and gave you the choice of taking
your friends or your movies, you'd choose
your friends – if you chose the movies, we'd
call you a sociopath. Conversation is king.
Content is just something to talk about.
~ Cory Doctorow
We Are Social @eskimon • 30
31. SOCIAL MEDIA ADDS SCALE TO WOM,
MAKING MASS DISCOVERY POSSIBLE
We Are Social @eskimon • 31
32. 13.5 MILLION SOCIAL MENTIONS OF “GAME
OF THRONES” IN THE PAST 12 MONTHS
We Are Social @eskimon • 32
• Source: We Are Social research
33. ( THAT’S PRETTY IMPRESSIVE REACH )
We Are Social @eskimon • 33
• Bullhorn image: Gardenia Fair, the Noun Project
34. We Are Social • Screengrab of @barackobama’s post on Twitter @eskimon • 34
38. We Are Social • Image: SyFy, via Mashable @eskimon • 38
39. 387,000 TWEETS, GENERATING MORE
THAN 5,000 MENTIONS PER MINUTE
We Are Social @eskimon • 39
• Source: SyFy, via Mashable
40. SOCIAL MECHANICS CAN EVEN HELP
TO IMPROVE ADVERTISING RESULTS
We Are Social @eskimon • 40
• Bullhorn image: Gardenia Fair, the Noun Project
41. SUPERBOWL ADS FEATURING HASHTAGS
HAD 60% HIGHER ENGAGEMENT
We Are Social @eskimon • 41
• Source: Twitter
42. DEC BRAND IMPACT OF MULTI-SCREENING
2013
IMPACT OF USING TWITTER WHILE WATCHING TV vs. TV ‘SOLUS’ USE. UPLIFT COMPARED TO ‘NO RECENT TV WATCHING’
ADVERTISEMENT
RECALL!
We Are Social @eskimon • 42
• Source: Millward Brown
UPLIFT IN BRAND
FAVOURABILITY!
UPLIFT IN
PURCHASE INTENT!
40%!
7%!
16%!
53%!
18%!
30%!
TV
ONLY!
TV +
TWITTER!
TV
ONLY!
TV +
TWITTER!
TV
ONLY!
TV +
TWITTER!
43. TO DO: HARNESS SHARING TO INCREASE
AWARENESS – BEFORE, DURING, AND AFTER
We Are Social @eskimon • 43
46. USING SOCIAL MEDIA APPS IS THE
TOP ‘TV MULTI-TASKING’ ACTIVITY
We Are Social @eskimon • 46
• Source: Nielsen
47. DEC ACTIVE USERS BY SOCIAL PLATFORM
2014
BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS
We Are Social @eskimon • 47
• Sources: latest company statements, correct as at 11 December 2014
1,350 !
829 !
629 !
600 !
500 !
468 !
343 !
300 !
300 !
284 !
230 !
209 !
200 !
170 !
157 !
100 !
100 !
91 !
90 !
FACEBOOK
QQ
QZONE
WHATSAPP
FACEBOOK
MESSENGER
WECHAT
GOOGLE+
SKYPE
INSTAGRAM
TWITTER
TUMBLR
VIBER
BAIDU TIEBA
LINE
SINA WEIBO
VKONTAKTE
SNAPCHAT
BBM
LINKEDIN
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
48. 95% OF PUBLIC CONVERSATION ABOUT TV-RELATED
CONTENT HAPPENS ON TWITTER
We Are Social @eskimon • 48
• Source: Twitter
49. SPECIFIC CALLS TO ACTION HELP TO DRIVE
SOCIAL MENTIONS AND CONVERSATION
We Are Social @eskimon • 49
50. We Are Social • Image: sorethumbmarketing.com @eskimon • 50
51. We Are Social • Image: sorethumbmarketing.com @eskimon • 51
53. CREATING EXTRA CONTENT ESPECIALLY
FOR SOCIAL MEDIA PROMOTES SHARING
We Are Social @eskimon • 53
54. We Are Social • Image: @xfactor on Instagram @eskimon • 54
55. We Are Social • Images: houseofcards on tumblr @eskimon • 55
56. We Are Social • Image: houseofcards on tumblr @eskimon • 56
57. MANAGED CAREFULLY, SUCH CONTENT CAN
BE CREATED WITH PARTNER BRANDS TOO
We Are Social @eskimon • 57
58. We Are Social • Image: The X Factor on Facebook @eskimon • 58
59. SUCH CONTENT HELPS RAISE AWARENESS,
BUT ALSO DEEPENS FANS’ ENGAGEMENT
We Are Social @eskimon • 59
60. CREATING FAN FORUMS HELPS TO
FOSTER DEEPER CONNECTIONS TOO
We Are Social @eskimon • 60
61. We Are Social • Screengrab from tvtag.com @eskimon • 61
62. HOWEVER, PEOPLE ARE INCREASINGLY
MOVING CONVERSATIONS TO CHAT APPS
We Are Social @eskimon • 62
63. DEC CHAT APPS: ACTIVE USER NUMBERS
2014
BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS
We Are Social @eskimon • 63
• Sources: Latest company statements, correct as at 02 December 2014
600!
542!
500!
468!
209!
170!
91!
48!
WHATSAPP
QQ MOBILE
FACEBOOK
MESSENGER
WECHAT
WEIXIN
VIBER
LINE
BLACKBERRY
MESSENGER
KAKAOTALK
64. ALL CONTENT SHOULD BE PLATFORM AND
DEVICE NEUTRAL FOR MAXIMUM SUCCESS
We Are Social @eskimon • 64
66. THIS PRESENTS A HUGE OPPORTUNITY FOR
BRANDS AS WELL AS CONTENT PRODUCERS
We Are Social @eskimon • 66
67. We Are Social • Image: @oreo on Twitter @eskimon • 67
68. We Are Social • Image: @thellenshow on Twitter @eskimon • 68
69. BUT THE BEST ACTIVITIES GO
BEYOND ‘ONE-HIT WONDERS’
We Are Social @eskimon • 69
70. We Are Social • Image: FOX SPORTS Asia on Facebook @eskimon • 71
71. “
People multi-screen to connect
with other fans. Some want to feel
the adrenaline rush of big moments
in real-time. Others focus on being
the first to broadcast cool content
and have their voice heard. And for
some fans, connecting means
building social connections out in
the world, away from their TVs.
We Are Social @eskimon • 72
• Source: Think With Google
72. BUT HOW CAN BRANDS TAKE FULL
ADVANTAGE OF THESE OPPORTUNITIES?
We Are Social @eskimon • 73
73. IDENTIFY LIKELY SCENARIOS IN ADVANCE,
AND PREPARE CONTENT AROUND THEM ALL
We Are Social @eskimon • 74
74. TO DO #1: MAKE IT EASY TO FIND ‘EXTRA’
CONTENT, ON THE WEB AND VIA SEARCH
We Are Social @eskimon • 75
75. (A) POST YOUR OWN CONTENT VIA SOCIAL
MEDIA AT PRECISE MOMENTS IN THE SHOW
We Are Social @eskimon • 76
76. (B) ENSURE RELEVANT CONTENT IS HIGHLY
PROMINENT ON YOUR SITE DURING SHOWS
We Are Social @eskimon • 77
77. TO DO #2: IDENTIFY THE TRIGGERS THAT WILL
INSPIRE THE BEST SOCIAL CONVERSATIONS
We Are Social @eskimon • 78
93. 75% OF ALL SECOND SCREEN ACTIVITY IS
UNRELATED TO THE CONTENT ON THE TV
We Are Social @eskimon • 97
• Source: Microsoft
94. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 98
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
95. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 99
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
97. Q2 WHAT WE DO WHILE WATCHING TV
2014
We Are Social @eskimon • 101
• Source: GlobalWebIndex
60%!
50%!
43%!
41%!
31%!
15%!
10%!
8%!
CHATTING TO FRIENDS
READING NEWS
PLAYING GAMES
SEARCHING FOR PRODUCTS
TO BUY / ONLINE SHOPPING
SEARCHES RELATED TO THE
CONTENT I'M WATCHING
SHARING OPINIONS ON WHAT I'M
WATCHING VIA SOCIAL MEDIA
INTERACTING WITH ONLINE CONTENT
RELATED TO WHAT I'M WATCHING
OTHER
98. GAMES AND QUIZZES ARE SOME OF THE
BEST WAYS TO KEEP PEOPLE ENGAGED
We Are Social @eskimon • 102
100. “
Story Sync is one of the
most successful second-screen
applications, drawing
more than 2 million unique
participants last season.
We Are Social @eskimon • 104
• Source: AMC, via Mashable
101. PEOPLE USING A SYNC APP ARE 26% MORE
ENGAGED vs SINGLE-SCREEN VIEWERS
We Are Social @eskimon • 105
• Source: Time Warner
102. We Are Social • Image: usanetwork.com/suits @eskimon • 106
103. PRODUCERS CAN SELL ITEMS FEATURED IN
THEIR CONTENT DIRECTLY TO VIEWERS TOO
We Are Social @eskimon • 107
104. MANY MORE MULTISCREEN OPPORTUNITIES
WE DON’T HAVE TIME FOR TODAY
We Are Social @eskimon • 109
106. MAXIMISING MULTISCREEN OPPORTUNITIES
Fuel social conversations to drive mass awareness
Deepen engagement with ‘bonus’ social content
Plan and prepare for likely scenarios in advance
Ensure social content is platform and device neutral
Weave brand partners into your social storytelling
Extend the content experience onto additional screens
Use content like games to maintain engagement
We Are Social @eskimon • 111
107. TOP TO DO: IDENTIFY WHY PEOPLE ENGAGE
WITH CONTENT, AND BUILD FROM THERE
We Are Social @eskimon • 112
109. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
We Are Social http://wearesocial.sg • @wearesocialsg
110. WE ARE SOCIAL
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
We Are Social http://wearesocial.sg • @wearesocialsg