Social TV
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1 Social TV: Cross channel insights on the ShareThis pla4orm Saikat Mukherjee Principal Data Scien/st ShareThis Inc.
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Transcript of Social TV
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Social TV: Cross channel insights on the
ShareThis pla4orm
Saikat Mukherjee Principal Data Scien/st ShareThis Inc.
Sharing widgets across 2.4 Million publishers
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ShareThis widgets
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Sharing widgets across 120+ social channels
Widget Stats For January 2014
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The ShareThis Adver/sing PlaGorm
The ShareThis platform allows marketers to utilize first party sharing data to meet their advertising objectives
SHARETHIS ADVERTISING PLATFORM
Social insights for brands
INSIGHTS MEDIA REPORTING
Ad targeting across digital media formats
Advanced campaign reports and proven
performance
210MM USERS
Social TV – From TwiKer to many channels
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But no clear understanding on the compara/ve differences between social channels
Social TV Data
• 3 months of data (Jan – Mar 2014) • Iden/fied social on 4,534 TV shows out of which 2,043 are current shows • Number of Social TV events = 119.5M
– Approx. 10% of our social data is on TV shows
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twiKer
stumbleupon
blogger
copy_text_share
Outline of the Insights
Differences in social behavior across channels on TV shows along: – Mobile vs. Desktop devices – Time of day when social happens – How much social is (near) real /me – Genres across channels – Demographics across channels (age, gender) – Geographical regions
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Difference in Device usage between the channels
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100% Windows (mobile + tablet) Android Tablet
Android Mobile
iPad
iPhone
Mac
PC
-‐ Pinterest, TwiKer, and FB are now mobile dominant networks -‐ Tradi/onal desktop social TV in Pinterest is almost half of FB!
Time of Day for social -‐ FB
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
-‐ Steady growth in social from mid aeernoon to evening peak /me
Time of Day for social -‐ Pinterest
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Day
-‐ Steady growth in social from mid aeernoon to early evening followed by a sharp peak
Time of Day for social -‐ TwiKer
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Day
-‐ Aeernoon sitcoms as well as evening peak show /me
Social TV -‐ same day to near real /me during show /mes
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0 2 4 6 8
10 12
Same Day
Near Real Time
% of Social TV which happens on the same day and same hour (+/-‐1) of the show air /me
-‐ TwiKer is the most real /me of the all channels -‐ Tumblr and StumbleUpon are preKy close too -‐ FB despite its huge volume is not too real /me
Most social Genres – over all channels
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Family
Drama
Comedy
Sports
Ac/on
Talent
Adventure
14%
12%
12%
8% 7%
Overall, more than 50% of the social TV shows fall in Family, Drama, Comedy, Sports, and Ac/on
Genres across channels – differences in what is socialized
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0 5 10 15 20 25
FB
TwiKer
Tumblr Cinema/Theater
Music
Ac/on
Sports
Comedy
Drama
Family
-‐ Comedy is significant in Pinterest and Tumblr but not as much in TwiKer and FB -‐ Sports is significant in TwiKer (the ‘real-‐/me’ component?) -‐ Cinema/Theater & Drama is significant in Tumblr -‐ Music is significant in Pinterest (skew to Females?)
Genres across channels – near real /me social
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0 5 10 15 20 25
FB
TwiKer
Tumblr
Horror/Supernatural
Ac/on
Comedy
Drama
Sports
Family
Only social events which happens during and +/-‐ 1 hr of the show air/me
-‐ Sports is big in most of the channels (except Tumblr) -‐ Family shows are bigger in FB & Pinterest while not so in TwiKer
Demographics of audience – Gender and Heritage across all channels
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Gender
Male Female
Ethnicity
Caucasian African American
Hispanic Asian
42% 58%
86%
** The demographics comes from integra/on with 3rd party data sources
Demographics across channels – Age
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0 5 10 15 20 25 30 35
18-‐25
26-‐35
36-‐45
46-‐55
55+
TwiKer
FB
Reddit and TwiKer skew towards younger audiences while FB has more mature audiences
Demographics across channels -‐ Gender
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Female
Male
Geographies – Metropolitan areas across channels
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-‐ Social TV on TwiKer is very strong on the east coast metros -‐ Social TV on Pinterest, on the other hand, resonates in smaller metros
Summary of Cross Channel Social TV Insights
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Thank you! [email protected]
Significant differences between social channels e.g.
-‐ Pinterest and TwiKer are much more mobile centric than other channels -‐ TwiKer is best for capturing (near) real /me conversa/ons -‐ TwiKer is great for Sports but Pinterest is beKer for Comedy -‐ Reddit skews towards young and male while Pinterest is more towards young and female -‐ Coastal DMAs use TwiKer dispropor/onately for social TV
Marketers need to be aware of these differences as they crae and target their message ShareThis, with its broad cross channel social plaGorm,
is uniquely posi/oned to iden/fy these nuances
