How can social networks help TV to become social

1. LinkedTV
Television Linked To The Web
Social TV + Linked TV ?
Thomas Plotkowiak (HSG), 19.03.2012
LinkedTV 22/23.03 2012 Mons, Belgium

2. LinkedTV
About me
 About me
 Master in Computer Science and Economics
 Currently phD at University St. Gallen (Media Communications Management
Institute)
 My interests: Twitter, electronic social networks analysis and modeling,
diffusion of information
2 Social TV + Linked TV 11.10.2011, Kick-off Meeting

3. LinkedTV
Social TV + Linked TV
 Motivation
 Status Quo in TV
 Status Quo in Music
 Social TV
 Implementation Scenarios
 Conclusion and Discussion
3 Social TV + Linked TV 11.10.2011, Kick-off Meeting

4. LinkedTV
Motivation
4 Social TV + Linked TV 11.10.2011, Kick-off Meeting

5. LinkedTV
Watching TV back in the days
5 Social TV + Linked TV 11.10.2011, Kick-off Meeting

6. LinkedTV
Watching TV 10 years ago
6 Social TV + Linked TV 11.10.2011, Kick-off Meeting

7. LinkedTV
Watching TV today
7 Social TV + Linked TV 11.10.2011, Kick-off Meeting

8. LinkedTV
Things people do when they watch TV
Source: http://www.prweb.com/releases/2011/11/prweb8930949.htm
(Cable & Telecommunications Association for Marketing Interviews with 2000 participants, November 2011)
8 Social TV + Linked TV 11.10.2011, Kick-off Meeting

9. LinkedTV
Things people do when they watch TV
More Info under: http://www.frankwbaker.com/mediause.htm
9 Social TV + Linked TV 11.10.2011, Kick-off Meeting

10. LinkedTV
Watching together
10 Social TV + Linked TV 11.10.2011, Kick-off Meeting

11. LinkedTV
Top 5 „moments“ in Twitter
11 Social TV + Linked TV 11.10.2011, Kick-off Meeting

12. LinkedTV
Status Quo in TV
12 Social TV + Linked TV 11.10.2011, Kick-off Meeting

13. LinkedTV
Status Quo – What do I get right now
• High definition
• DVRs
• Video on Demand
• …?
13 Social TV + Linked TV 11.10.2011, Kick-off Meeting

14. LinkedTV
Why can‘t I…
• Friends
• … see what my friends are seeing right now?
• … see what my friends liked?
• … share a show with my friends?
• … co-view a show with my friends remotely?
• … talk to my friends about the show?
• Crowd
• … find shows that were recommended by people who liked the show I like?
• … find people who also liked that show?
• … talk to people who are watching the show right now and discuss it live?
14 Social TV + Linked TV 11.10.2011, Kick-off Meeting

15. LinkedTV
Social Music
15 Social TV + Linked TV 11.10.2011, Kick-off Meeting

16. LinkedTV
Social Music I
16 Social TV + Linked TV 11.10.2011, Kick-off Meeting

17. LinkedTV
Social Music II
17 Social TV + Linked TV 11.10.2011, Kick-off Meeting

18. LinkedTV
Social TV
Social TV was named one of the 10 most important emerging
technologies (2010 MIT Review)*
"Everyone says that social television will be big. I think it’s not
going to be big — it’s going to be huge“ (Ynon Kreiz CEO of
Endemol group)
* http://www.technologyreview.com/communications/25084/?a=f
18 Social TV + Linked TV 11.10.2011, Kick-off Meeting

19. LinkedTV
Social Context
 Socially Co-Watching a Show together
 Chill TV
 Google Hangouts
 Turnable FM
 …
Autor
19 Social TV + Linked TV 11.10.2011, Kick-off Meeting

20. LinkedTV
Social Distribution
20 Social TV + Linked TV 11.10.2011, Kick-off Meeting

21. LinkedTV
Social Analytics
21 Social TV + Linked TV 11.10.2011, Kick-off Meeting

22. LinkedTV
Iphone + Personalization + Social
 ShowYou
 Clickr
 Boxee
 … Status Quo in Music
SECOND SCREEN scenarios examples suitable for social TV
22 Social TV + Linked TV 11.10.2011, Kick-off Meeting

23. LinkedTV
Ipad + Pattern Recognition + Social
SECOND SCREEN scenarios examples suitable for social TV
23 Social TV + Linked TV 11.10.2011, Kick-off Meeting

24. LinkedTV
Implementation Scenarios
24 Social TV + Linked TV 11.10.2011, Kick-off Meeting

25. LinkedTV
Using existing social networks
Linked TV
APIs
Existing Social Networks
Interest-based social networkReal-life social network
25 Social TV + Linked TV 11.10.2011, Kick-off Meeting

26. LinkedTV
Existing Person Social Networks
Person A follows (or is friend with) Person B
26 Social TV + Linked TV 11.10.2011, Kick-off Meeting

27. LinkedTV
Social Network Analyis of Networks
 Whole Networks
 Density, Clustering, …
 Application: Broadcasters can monitor user engagement
over time
 Communities
 Automatic detection, Homophily
 Application: Find clusters of users that have same interests
 Positions of Actors and their Centrality in the networks:
 Degree, Closeness, Betweeness, Eigenvector, Key Players, …
 Application: Find users from a users ego-network that might be highly
influential to the user and show content to the users
 Ties and their Strength
 Weak, Strong, …
 Application: Find friends that the user has a strong connection with and
preferentially show this content
27 Social TV + Linked TV 11.10.2011, Kick-off Meeting

28. LinkedTV
Application:
• Social Graph
• Share what you like with your friends
• What do my friends like?
• What did my friends watch?
• Enrich content with user comments
• SNA
• Algorithmically find communities among users based on ties
• Find „central“ actors,
• Use tie weight (e.g. strong ties) to emphasize certain events
• …
28 Social TV + Linked TV 11.10.2011, Kick-off Meeting

29. LinkedTV
Two-Mode-Networks
A „community“ of
viewers of a certain
show
29 Social TV + Linked TV
Person A follows Person B Person A has seenKick-off Meeting
11.10.2011,
movie X

30. LinkedTV
Application: Co-Viewing
• What do my friends say about this show right now?
• What do other‘s say about this show right now?
30 Social TV + Linked TV 11.10.2011, Kick-off Meeting

31. LinkedTV
„Show“-Networks
Those shows are similar
because they have been
seen by the same person
31 Social TV + Linked TV 11.10.2011, Kick-off Meeting

32. LinkedTV
Application: Collaborative Filtering
32 Social TV + Linked TV 11.10.2011, Kick-off Meeting

33. LinkedTV
“Recommendation”-Networks
Person A could be
interested in getting to
know person B
because they have
seen the same shows
also person A and
person B seem to have
the same taste
33 Person A follows PersonSocial TV + Linked TV
B Person A has seen movie XMeeting
11.10.2011, Kick-off

34. LinkedTV
Privacy Issues
34 Social TV + Linked TV 11.10.2011, Kick-off Meeting

35. LinkedTV
Privacy and Implementation Issues
 Existing Networks can be hooked up with existing API‘s
 For Facebook an LinkedTV App is needed to get user graph data
(who will build this app?)
 For Twitter no App is needed API can be accessed viw Oauth
 Using Social Networks instead of building an own one we can reduce
liability
 Simple functions are rather non critical:
 Showing content from friends
 Sharing and commenting content via social networks
 More Advanced functions can be seen as „intrusive“
 Getting the tie-strength between friends
 FindingAutor persons in the ego-network that potentially influence
central
the user
35 Social TV + Linked TV 11.10.2011, Kick-off Meeting

36. LinkedTV
Conclusions
36 Social TV + Linked TV 11.10.2011, Kick-off Meeting

37. LinkedTV
Conclusions
 Potential: TV generates the highest buzz on social networks, yet has
neglected this field totally. Currently TV does only scratch the potential of
user involvment and activation during their shows.
 Involvment: Social Networks, especially Twitter, are an impulse medium
where users communicate spontanously and unfiltered
 Analytics: The direct input allows TV broadcasters qualitative and
quantitative insights about their focus group
 Business Models: Social TV allows for new business models that have
not been possible before
37 Social TV + Linked TV 11.10.2011, Kick-off Meeting

38. LinkedTV
Thank you for your interest.
Questions and Discussion
38 Social TV + Linked TV 11.10.2011, Kick-off Meeting