"What if news organizations confronted the reality that nearly all media will be 'social media' a decade hence?
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As millions of sports fans around the world sit down to watch sporting events every week, be sure that their smart phones, laptops, and tablets are not far from reach. More and more eyeballs are being diverted to these devices while watching sport. During breaks in action fans are sure to be checking social media feeds, getting the latest stats and analysis, chatting with friends, searching for relevant information, or checking on their fantasy team. This is the second screen effect.
As a recent article by Google (Sports Fans and the Second Screen, 2014) reports, 77% of us now watch TV with a laptop, phone or tablet nearby. Collective moments such as big televised sporting events are prime second screen territory. To see this shift in attention we can look at the difference between the 2010 FIFA World Cup and the 2014 UEFA Champions League final match. During the 2010 World Cup about 18% of searches for games, players and teams occurred on mobile devices. In the 2014 UEFA Champions League match, an impressive 63% of those searches were on mobile. What is also of importance is that consumers are much more likely to be searching during the game rather than after the final whistle (which was much more common in past years). This means that brands can connect with consumers in real time, when they are most engaged.
Motivations for Second Screen Consumption:
Google also went into fans natural viewing habitats to understand their motivations to use second screen devices and applications. You can find the full report here. The following is a summary of their findings:
Sport fans can be divided into three categories based on their motivations to use second screen devices
In the broad curve of technological change, the music industry has, for better and for worse, always been a few years ahead of the television industry. And while the very different business models between the two industries translates to very different disruption models, if you want to see where the future of television will net out, you need to look no further than Spotify.
Mientras llega el día, esta red social, con 271 millones de usuarios activos al mes, enfoca sus investigaciones y desarrollo tecnológico en dos áreas: el análisis de grandes volúmenes de datos (big data)y en buscar maneras de que un tuit tenga un mayor alcance e impacto, un atractivo para los anunciantes que integran esta plataforma en su estrategia de mercadotecnia digital.
"Una de las grandes tendencias es el big data. Creo que veremos mucha innovación acerca de cómo interpretas la información, un área en la que no sólo Twitter sino todos los mercadólogos están hambrientos. También verás que haremos mucho para continuar expandiendo la influencia y el impacto de un simple Tweet", afirmó
Menchie Mendoza of TechTimes recently wrote, “Affectionately described as a ‘Pandora for places,’ Zofari’s acquisition seemed to have attracted less attention when the deal was announced last week. Zofari uses natural language processing, machine learning, and third party data to collect information that matches up the user with places which the user may find interesting.
With inspiration coming from what Pandora did for music and what Netflix did for movies, the company believes that they have created a beautiful and powerful recommendation app that enables users to learn new places through previously made searches on familiar and personally liked restaurants, cafes and bars.”
Sin duda alguna, los MOOCs, (Massive Open On-line Courses), ha sido un fenómeno emergente dentro de las múltiples herramientas formativas. Desde Knowdle, en colaboración con la UNED, hemos encontrado aplicaciones interesantes de nuestra tecnología. Os recomendamos este paper.
Rob Gelick, Senior Vice President and General Manager of CBS Interactive Digital Platforms, acknowledged that “engagement on the second-screen is now an established behavior for fans” in a recent interview with social TV website LostRemote.
According to a January 2014 survey conducted by the Consumer Electronics Association and National Association of Television Program Executives, 79% of respondents acknowledged that they utilize a second device.
In February 2014, Nielsen released similar findings, in that 84% of viewers utilize tablets and smartphones while sitting in front of the tube.
Telecom market analyst Infonetics Research discovered that 47% of pay-TV providers prefer tablets for multiscreen participation, and it is believed that will increase to around 89% by next year.
So, with all of these audience members regularly using tablets and smartphones, what specifically is capturing their attention on them?
Facebook and Twitter are two bulwarks that interest viewers. Social analytics agency SecondSync found that 60% of Facebook primetime programming interactions occur as a broadcast airs, but from an “intensity standpoint,” Twitter can claim the gold medal. The company learned in their own survey that viewers using Twitter had a 53% TV ad recall, as opposed to 40% who did not use second screens.
Nielsen’s January report revealed that large percentages of second-screen users fall into three main categories: web surfers, online shoppers and show information-seekers.
MEF, an international mobile content community, stated in their February 2014 Global Consumer Insights report which surveyed 10,000 respondents, that 69% of second-screen users made a purchase in 2013.
In TiVo’s 2013 Social Media and Multitasking Survey, 27%, the biggest share of viewers, reported using their devices to “search the Internet for information.”
For advertisers to successfully craft an experience around these behaviors, “a campaign needs to leverage social data, factor in location, and think about context and the emotional state of the consumer,” disclosed Michael Hayes, chief revenue officer and chief marketing officer at mobile advertising firm UberMedia.
Market research business Parks Associates found that 60% of second-screeners use their devices to watch anywhere from 1-5 hours of video per week, and estimate that in-app advertising revenues will be around $5.6 billion by 2017.
PricewaterhouseCoopers further discovered that 69% of users are willing to interact with a relevant mobile ad.
- See more at: http://blog.fyitelevision.com/2014/03/what-are-people-doing-with-second.html#sthash.avIiyON3.dpuf
Les 15-24 ans, qui représentent près de 12% de la population, sont 7,3 millions en France. La quasi-totalité est internaute et raffole des smart-phones à un point qu’on n’imagine peu communément. Un véritable plébiscite d’après la dernière enquête du Web Observatoire : près de 80% sont équipés.
Check out where the chatter is online, and which categories and shows are getting the most attention.
The social divide
Via Mattia Nicoletti, Ludovic Bostral
Social media monitoriing can do much more than inform your social strategy. Here's how it can also help you optimize your content strategy.
This type of thinking is applicable to almost all businesses. If you understand what your customers are saying, what they need, and how they want to get it, you can craft the right content that meets their needs.
Unfortunately, just publishing great content isn't enough. You must also leverage social listening, content marketing, and SEO to ensure your audience reaches your content. But having an understanding of your audience and what they need is the first step.
Personalization is an area of growing importance, recently found to be US digital marketers’ most important future area. Yet research indicates that marketers continue to struggle with it, and many industry respondents have trouble linking data to individual customer profiles. A couple of recent studies – one from Experian Data Quality [download page] and the othercommissioned by Janrain [download page] and conducted by Forrester Consulting – take a closer look at the use of personalization and its associated challenges.
Smartphone-owning soccer fans across the globe expect their mobile devices to take on a pivotal role when it comes to their FIFA World Cup 2014 experience, according to “2014 World Cup: A Global Mobile Perspective,” a landmark international study from IAB. Querying sports enthusiasts from 11 markets – Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico and the United Kingdom, as well as the United States – who have smartphones and plan to follow the tournament, the survey reveals that 48 percent overall plan to use their phones to follow the World Cup, second only to TV (63%) when it comes to media channels for keeping up with the game.
Spotlighting a strong opportunity to reach these soccer/football fans through mobile marketing, the research shows that 37 percent are already positively interacting with mobile ads on a daily basis. Moreover, respondents that self-identify as a “football fanatic” – saying that they watch or follow as much soccer as possible, no matter the team, league or country – are even more likely to click on or engage with mobile ads at least once a day (50%).
Signs point to mobile video being a major driver of mobile use, and a potential revenue stream as well, with more than two-thirds (68%) willing to pay for video of game-related content on their phones. In addition, 66 percent expect to share their excitement surrounding the tournament via social media through their smartphones.
The study also demonstrates the importance of dual-screening on television and mobile devices, with 35 percent of fans surveyed anticipating that they will be turning to their mobile phones for game-related activities throughout watching the game on TV.
Peut-on encore créer des innovations de rupture en France? C'est la question à laquelle Clayton M. Christensen était venu répondre fin juin, à l'occasion d'un cycle de conférences organisé par l'école Polytechnique.