Brunch Bytes event at Salford University

1. Banksy
SOCIAL TV & SECOND
SCREEN
Dr Paul Coulton
ImaginationLancaster

2. Banksy
WTF IS SOCIAL MEDIA?

3. THE MEDIUM IS THE MESSAGE
Published 1964

4. “We become what we behold. We shape
our tools, and thereafter our tools shape
us.”
THE MEDIUM IS THE MESSAGE
Published 1964

5. Erving Goffman
Frame Analysis (1974 FRAMING

6. A Frame is “the definition of a
situation”,
“basic frameworks of
understanding in our society for
making sense out of events
(and) ... principles of organisations
which govern events ... our
subjective involvements in them
Erving Goffman
Frame Analysis (1974 FRAMING

7. h The Status
The Purchase The Query The Social Grap The Check-
In
The Interes
t Join-In
Update
Doing. What even
t
. What I'm
t Who I Am . What am ed
What I Bu
y
What I Wan w Whats's Where I Am in? am I engag
Who I Kno Iinterested
Happening with?
Amazon. Google. FaceBook. Foursquare Instagram Lanyrd
Twitter.
EBay. Yahoo. MySpace. Gowalla Pinterest Groupon
Facebook
Nectar Bing Google Loopt Delicious Twitter?
WHAT DO WE REVEAL?
Average UK users now spends 1 day in every month online

8. Aggregation services such as IFTTT
h The Status
The Purchase The Query The Social Grap The Check-
In
The Interes
t Join-In
Update
Doing. What even
t
. What I'm
t Who I Am . What am ed
What I Bu
y
What I Wan w Whats's Where I Am in? am I engag
Who I Kno Iinterested
Happening with?
Amazon. Google. FaceBook. Foursquare Instagram Lanyrd
Twitter.
EBay. Yahoo. MySpace. Gowalla Pinterest Groupon
Facebook
Nectar Bing Google Loopt Delicious Twitter?
WHAT DO WE REVEAL?
Average UK users now spends 1 day in every month online

9. SOCIAL CAPITAL Fresh Networks
The resources accumulated through the relationships
among people.

10. GROOMING AND GOSSIP
Dunbar speculated that as much as 42% of the group's time
would have to be devoted to social grooming.

11. GROOMING AND GOSSIP
Dunbar speculated that as much as 42% of the group's time
would have to be devoted to social grooming.

13. Screen Space
Liminal Space
Viewer Space
AMBIGUITY

15. FILLING LIFE’S INTERSTICES

16. GAPS ONCE COMMERCIALS

17. NOW MOMENTARY PAUSES

18. DVR V LIVE TV
85% of TV programmes are viewed at the time of broadcast.
Half of the other 15% watched on same day

19. SOCIAL TV
Social television is a general
term for technology that
supports communication and
social interaction in either
the context of watching
television, or related to TV
content

20. 2 ND SCREENS

21. MULTITASKING

22. TWEETING WITH THE TV ON

23. SOCAIL MEDIA
TO DRIVE TV VIEWERSHIP
HASHTAGS FOLLOW ME LIVE TWEETING
SHOW APPS CLOSED CAPTIONS VOTE-BY-TWEET

24. TWITTER STREAMING API

25. 40%

26. 40%
OF ALL TWEETS
COME FROM MOBILE

27. The
Oatmeal
WHO OWNS YOUR
TWITTER DATA?

28. We
reserve the right at
all times (but will not
have an obligation) to
remove or refuse to distribute
any Content on the Services
and to terminate users or
reclaim
usernames.
The
Oatmeal
WHO OWNS YOUR
TWITTER DATA?

29. We
reserve the right at
all times (but will not
have an obligation) to
remove or refuse to distribute
any Content on the Services
and to terminate users or
reclaim
usernames.
Twitter are now
offering up to a years worth
of tweets to market
researchers for analysis
The
Oatmeal
WHO OWNS YOUR
TWITTER DATA?

30. TWEETING WITH THE TV ON

31. Number'of'Tweets'per'hr'
0"
500"
1000"
1500"
2000"
2500"
3000"
3500"
4000"
1:00"AM"
1:00"PM"
1:00"AM"
1:00"PM"
1:00"AM"
1:00"PM"
1:00"AM"
Semi0final"Week"
1:00"PM"
1:00"AM"
Final"Week"
1:00"PM"
1:00"AM"
1:00"PM"
TWEETS PER HOUR
1:00"AM"
1:00"PM"

32. 100%#
90%#
80%#
70%#
Percentage)of)Tweets)per)hr)
60%#
50%#
40%#
30%#
20%#
10%#
0%#
29/11/2010# 30/11/2010# 01/12/2010# 02/12/2010# 03/12/2010# 04/12/2010# 05/12/2010#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL WEEK TWEETS

34. Percentage)of)Tweets)per)minute)
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
19:10#
19:20#
19:30#
1#
19:40#
2#
19:50#
Cher#
3#
20:00#
4#
Mary#
20:10#
5#
20:20#
6#
20:30#
One#Direc:on#
20:40#
7#
Ma<#
8#
20:50#
9#
21:00#
Rebecca#
10#
21:10#
11#
21:20#
12#
21:30#
21:40#
21:50#
SEMIFINAL SATURDAY SHOW

35. 100%#
“Some weird
song choices for tonight's
90%#
#XFactor but I'm liking them!
Cher - LTWYL, 1D - Only
80%#
Girl”
Percentage)of)Tweets)per)minute)
70%#
60%#
50%#
40%#
30%#
20%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12#
10%#
0%#
19:10#
19:20#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
21:40#
21:50#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SATURDAY SHOW

36. 100%#
“Some weird
song choices for tonight's
90%#
#XFactor but I'm liking them!
Cher - LTWYL, 1D - Only
80%#
Girl”
Percentage)of)Tweets)per)minute)
70%#
60%#
50%#
“Rebecca is dancing
thru lightsabers... clearly a
blatant attempt to capture the
40%# sci-fi vote. #xfactor”
30%#
20%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12#
10%#
0%#
19:10#
19:20#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
21:40#
21:50#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SATURDAY SHOW

37. 100%#
90%#
80%#
Percentage)of)Tweets)per)minute)
70%#
60%#
50%#
40%#
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

38. 100%#
90%#
“Black
80%# Eyed Peas are laaame on
#xfactor”
Percentage)of)Tweets)per)minute)
70%#
60%#
50%#
40%#
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

39. 100%#
90%#
“Black
80%# Eyed Peas are laaame on
#xfactor”
Percentage)of)Tweets)per)minute)
70%#
60%#
“danni
pick mary
50%# pleeeeeasssssseeeeeeeee!!!!!!!
#xfactor”
40%# ”
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

40. 100%# “Louis sends through Mary, Dannii
sends through Cher, Cheryl goes with
90%# Cher...it's down to Simon.
“Black
80%# Eyed Peas are laaame on
#xfactor”
Percentage)of)Tweets)per)minute)
70%#
60%#
“danni
pick mary
50%# pleeeeeasssssseeeeeeeee!!!!!!!
#xfactor”
40%# ”
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

41. 100%# “Louis sends through Mary, Dannii
sends through Cher, Cheryl goes with
90%# Cher...it's down to Simon.
“Black
80%# Eyed Peas are laaame on “Grow a pair
#xfactor” Simon. Let the public decide!
Percentage)of)Tweets)per)minute)
70%# #xfactor”
60%#
“danni
pick mary
50%# pleeeeeasssssseeeeeeeee!!!!!!!
#xfactor”
40%# ”
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

42. 100%# “Louis sends through Mary, Dannii
sends through Cher, Cheryl goes with
90%# Cher...it's down to Simon.
“Black
80%# Eyed Peas are laaame on “Grow a pair
#xfactor” Simon. Let the public decide!
Percentage)of)Tweets)per)minute)
70%# #xfactor”
60%#
“danni
“Simon ya ejit! :/
pick mary
50%# f**k sake! What a joke!
pleeeeeasssssseeeeeeeee!!!!!!!
#xfactor”
#xfactor”
40%# ”
Mary#Sings#
30%#
Bo<om#Two#Announced# Cher#Sings#
20%#
Mary#Eliminated#
10%# Show#Starts# Show#Ends#
0%#
19:30#
19:40#
19:50#
20:00#
20:10#
20:20#
20:30#
20:40#
20:50#
21:00#
21:10#
21:20#
21:30#
Cher# Mary# One#Direc:on# Ma<# Rebecca#
SEMIFINAL SUNDAY SHOW

43. 8%$
Cher$
22%$
Mary$
One$Direc4on$
52%$
Ma6$
13%$ Rebecca$
5%$
FACEBOOK LIKES
2,235,322 in total

44. 6%$
17%$
22%$ Cher$
Mary$
17%$ One$Direc5on$
Ma7$
Rebecca$
38%$
TWIBBONS

45. TWEETING PLATFORMS
MOBILE, NON-MOBILE & MIXED

46. 100%#
90%#
80%#
Percentage)of)Phone)Votes)
70%#
60%#
50%#
40%#
30%#
20%#
10%#
0%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11#
Week)
Ma/# Rebecca# One#Direc9on# Cher# Mary# Wagner#
Ka9e# Paije# Aiden# Treyc# Belle#Amie# John#
Diva#Fever# Storm# FYD# Nicolo#Festa#
PHONE VOTES

47. MEASURING SENTIMENT

48. SUPERBOWL 2012

49. 728,547 in game Tweets
SUPERBOWL 2012

50. SUPERBOWL 2012

51. All#Tweets#
7"
6"
5"
4"
3"
2"
1"
0"
0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" 110" 120" 130" 140"
CHARACTERS PER TWEET
(All sources)

52. All#Tweets#
7"
Majority of tweets with 140 chars are
6"
filled up with URL’s, hashtags and RT
5"
4"
3"
2"
1"
0"
0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" 110" 120" 130" 140"
CHARACTERS PER TWEET
(All sources)

53. !
CHARACTERS PER TWEET
(All sources)

54. URL’s, hashtags and RT removed.
Average length 68 chars
!
CHARACTERS PER TWEET
(All sources)

55. TWEETS BY CLIENT

56. !
CHARACTERS PER TWEET
(Mobile Clients)

57. Majority of tweets with 140 chars are
filled up with URL’s, hashtags and RT
!
CHARACTERS PER TWEET
(Mobile Clients)

58. !
CHARACTERS PER TWEET
(Mobile Clients)

59. URL’s, hashtags and RT removed
Average Length 55
!
CHARACTERS PER TWEET
(Mobile Clients)

60. SENTIMENT MADE EASY!

61. Heavy Contributors
1%
Will Hill
9%
Intermittent
90-9-1 Rule Contributors
90%
Lurkers
PARTICIPATION INEQUALITY

62. NEW INTERACTION

63. SECOND SCREEN

64. Viewers are able to
score contestants
SECOND SCREEN

65. PLAYING ALONG WITH
MAINSTREAM MEDIA

66. ENHANCING THE JOURNEY

67. PLAYING ALONG FOR FUN!

68. GAMIFICATION ?

69. Use of game
mechanics to
encourage
engagement in an
activity that
otherwise might be
considered a chore
or boring
GAMIFICATION ?

70. Use of game
Encouraging certain
mechanics to
user behaviour
encourage
using Games as a
engagement in an
Lens
activity that
otherwise might be
considered a chore
or boring
GAMIFICATION ?

71. META GAMING

72. NEW INTERACTIONS
ITV Britain's Got Talent app, had 400,000 downloads in 2011
and 900,000 downloads in 2012, with 44 million interactions

73. COULD WE BE THE NTH JUDGE?

74. QUESTIONS
@mysticmobile