Social Media: Social TV and building audience communities online

Just around the corner is a whole new world of social TV. Social media meets traditional content – audiences become online community members. Social networks around TV.

This is a presentation I gave to one of my favourite Australian television stations:

Here are my notes (my presos work better as experiences rather than blog posts but never mind..):

I talked about social media evolution – we started with blogs as a one-to-many channel but they didn’t come with in built audiences. So Facebook came along at the right time. But Facebook is a gated community, Twitter gave us live updates and half gated discussions. In other words there is a reason why we migrate from one tool to another.

Slide 8 (middle ring) is about building social media asset sites. The hub is the blog, the spokes are distribution networks and the middle ring is media asset sites to store slideshares, photos, videos etc.

Social media campaign stuff. You guys would know this from my previous post and from my courses.

Structure of communities, which there are a gazillion posts mentioning on this blog, plus my reputation diagram.

I mentioned Directors and Producers creating social networks for their audiences separately from a film project. All the big names are – Trigger Street is Kevin Spacey’s. Filmmakers who only care about their own message and not connecting with audiences make a first film, which is never seen and can’t get the finance to make a second movie. Don’t be that filmmaker!

Spreadability – 30% of views come from embedded YouTube videos. Open APIs mean twitter and other social networking tools can be made available as iPhone apps including the video of living identity and facial recognition. If it’s not working today – and facial recognition has improved enormously in the last few months – it will be soon. Have some vision ! Semantic search, artificial intelligence, iTweeVee (tweets around whats on TV right now). Really wanted to push the API economy – content doesn’t have to reside on the hub, or even your own spokes (bookmarking sites, twitter, facebook that you manage) but can be made available to influencer networks for them to distribute.

hbbtvS Hybrid Broadband Broadcast TV

The final point on APIs I think can come back to Hybrid Broadcast Broadband TV or HBBTV (slide 42):

The new technology is also called hybrid television because it uses over-the-air transmission as well as broadband connections and can do a lot. It’s terrestrial TV’s play at competing with rapidly emerging IPTV services which are more supple when it comes to Web/TV convergence.

What’s most brilliant about this technology, from the perspective of social media and other developers coming from the web is…  it will really open up possibilities of using open API’s and SDK’s which will allow independent developers to create customized applications.

Imagine watching a sports program that ended with a page of links to similar, archived programs, or to the Web sites of online retailers selling tickets to the events.

HbbTV products and services provide the consumer with a seamless entertainment experience with the combined richness of broadcast and broadband. This entertainment experience will be delivered with the simplicity of one remote control, on one screen and with the ease of use of television that we are used to. Through the adoption of HbbTV, consumers will be able to access new services from entertainment providers such as broadcasters, online providers and CE manufactures – including catch-up TV, video on demand (VoD), interactive advertising, personalisation, voting, games and social networking as well as programme-related services such as digital text and EPGs.

Which may just save our television stations’ bacon. Oink. By the way I hate sports except for ice skating – Winter Olympics FTW! – so can you think of another example for layered TV? Please don’t say an ad for chocolate Magnum icecreams with an option to add them to your next home delivery from Woolworths supermarkets. That would be too hard to resist. And too obvious…

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  1. We live in such an exciting time when we as consumers of information will decide/demand how the mediums will converge and the technology will follow quickly – in fact, it already has! Now, the media companies need to get on board or be left behind. Their falling stock prices are proof of that.

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