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Social TV

SOCIAL TV – CONVERGENCE BETWEEN TELEVISION AND SOCIAL MEDIA: AN EXPLORATORY STUDY ON MOTIVES AND BEHAVIORAL OUTCOMES. Whole study available at: http://bit.ly/AnthonyR_MasterThesis
by

Anthony ROTY

on 13 May 2014

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Transcript of Social TV

• 305 respondents
• 108 Social TV users
• Ubiquitous access to the Internet

• Social media are everywhere

• New ways of communication

• Smartphones and portable devices increased the flow of information
• "A ticket to talk"

• "Social Grease"

• "The most common ground in culture"
• 4:46 hours / day

• 59 % of advertising expenditures
• "
Internet killed the TV star"
Another stupid
marketing term for
how people have
always
watched
TV
Convergence between

social media

and television
• 10 millions comments

• 37 % of people occasionally talk about TV content

• #Hashtags on screen
Social TV
An exploratory study on motives and behavioral outcomes
• An antidote to time-shifting

• Drives back the value of schedule
• Display of #Hashtags increases
the amount of tweets

• 2x to 10x more
• Correlated buzz with iTunes sales

• Highers ratings
Socialization, Entertainment
and Information-seeking
Effective to engage users
Develop Loyalty and Word-of-mouth
Negative impact on Attention
• Motives of use

• Behavioral outcomes
• Questionnaire targeting 15+ y/o French people

• Spread on Facebook and Twitter mostly

• Social TV users

• Based on accepted Marketing scales
43%
57%
76% Students
SM users
Internet users
Non-users
Talk-shows
Live/Sport events
Reality TV
• Motives



• Behavioral Outcomes
Escape, Socialization and Self-concept

No difference between users and non-users
No significant effect on engagement

Positively related to Attention

Positively related to Loyalty
Positively related to Word-of-mouth
• Results not much significant

• Questionnaire design



• Pre-test interviews

• Low-frequency users
Marketing scales too formal
Missing questions
Before/after situations
Differentiate utilitarian and enjoyable engagement
IMPLICATIONS
WHAT'S FURTHER?
• Still a niche in France
Mostly an early adopters' trend

• Different shows, different audiences,
different needs and ways to reach them

• Listen to the consumers and respect their
self-concept needs

• Create and develop communities
Let consumers be your voice and power
• Partnerships between social networks and television groups
• TV Ads Targeting
Thank you for attention!

Anthony ROTY
@anthonytor .

Sacks, 1992
Lee & Lee, 1995
Chorianopoulos & Lekakos, 2008
Nielsen, 2013
Proulx & Shepatin, 2012
TVGuide.com, 2012
Proulx & Shepatin, 2012
CSA, 2013
Thielman, 2013
Androich, 2013
Proulx & Shepatin, 2012
Hill & Benton, 2012
Nielsen, 2013
Social TV - Convergence between Television and Social Media: An Exploratory Study on Motves and Behavioral Outcomes
Master Thesis - April / December 2013
Full transcript