Tag Archives: Newhouse School

Researching #SocialTV and the #SecondScreen

1 May

This semester, I conducted research for my Social Media Theory and Practice class on Social TV and the Second Screen market.  Due to my past experience in entertainment and social tv, I was interested in what it could offer, and recently, there were a lot of changes.

The hardest part was trying to figure out where to start my research.  With the amount of information out there, I was a bit overwhelmed to begin with.  I had to take an angle in order to filter out the information, and obviously I couldn’t present everything in a 20 minute presentation.   I began gathering data from industry sources like Lost Remote, Second Screen Society, Trendrr, and more.
I decided, after looking at all the data I gathered, to examine the state of the industry.  As so much has changed so quickly in the past few months,  I wanted to represent what Social TV is like right now, as it could change in a week.
After determining what I was going to focus on, I needed to find industry leaders and experts to talk to and get their insights about the state of social tv.  At first, it was difficult to find experts to speak with. However, after I began tweeting about social TV, I started getting responses to my inquiries.  I had the opportunity to interview Mick Darling and Amy Greenlaw at Tomorrowish, as well as Michael Cupo at ESPN, and Kimber Myers at GetGlue.  Being able to connect with individuals from different aspects of the industry was a great experience, and gave me a different perspective on how each sees social playing a role in what they do.
As part of the collaboration process, I had a G+ hangout with my professor, Dr. Ward, to discuss the progress I had made in my research, who I had talked to in the industry, and other such things.  After going through my presentation, and making some notes, we went through the features that a Google Hangout can offer.  I had never really seen the add-ons before, but being able to watch a video together online, for example, is a pretty cool feature.
google hangout
In organizing and getting prepared for my presentation, we were encouraged to use pearltrees to organize the content we found.  Although many of the websites and articles never made it into my final report, it was useful to have all the content I curated in one location, so I didn’t have to dig through a folder to find everything I wanted to reference.  Below is my pearltree for Social TV.
pearltrees

socialmention metrics

After presenting on April 25, my #2ndscrntv presentation hashtag had almost 70 thousand impressions, with 56 thousand accounts reached.  But what does that mean?  Reach is the total number of unique Twitter users that my search terms were delivered to (#2ndscrntv).  Exposure is the total number of times tweets about these terms were delivered to Twitter streams.  There is no guarantee that everyone who was delivered tweets saw them, but the potential for audience is there.  Below is a Tweetreach and SocialMention report for #2ndscrntv less than 4 hours after my presentation.
tweetreach metrics

The State of #SocialTV and #SecondScreen

28 Apr

The State of #SocialTV and #SecondScreen

A look at the current state of Social TV and the Second Screen

 
  1. Last presentation of my #newhousesm6 class, and my graduate career!
  2. Waiting for the next teaching presentation by @sblumen about the state of #socialtv and #secondscreen #2ndscrntv #newhouseSM6
     
     
  3. Around the same time that Social TV apps started being adopted by early innovaters, Social TV – in general – was being adopted by the wider social population.
  4. Second screen is the idea that the tab or smartphone becomes a TV #2ndscrntv
     
     
  5. The second screen allows for more layers of interactivity and engagement that adds to the primary content on your TV.
  6. Of the entire Twitter user base, about 2/3 tweet while watching TV.  That means that TV content providers and advertisers have an additional way to engage and interact with these viewers while they are watching their favorite shows.
  7. ESPN doesn’t look at second screen applications, but looks at influencers on social #2ndscrntv
     
     
  8. .@espn doesn’t think of “first screen” & “second screen”- but in terms of best experience for fans! @allcupo #2NDSCRNTV #Social4FanExp
     
     
  9. When it comes to live sporting events, “real-time” is more important that anything else. Second screen apps don’t play a big role in real-time events, however, influencers on social do.
  10. To enhance. To discover. To share. To Control. The four main reasons for a #secondscreen app #2ndscrntv #newhousesm6 ow.ly/koMeQ
     
     
  11. GetGlue uses social media to engage viewers on the second screen #2ndscrntv
     
     
  12. GetGlue rewards viewers for tuning during a broadcast.  But more than that, the check-ins act like a “barometer of what you should be watching live”, according to Kimber Myers of @GetGlue. 
  13. Tomorrowish curates the content of the convo of the show that you missed #2ndscrntv
     
     
  14. @Tomorrowish, a DVR for Twitter, curates the social conversation about a show your watching, whether its a day, week, or month later.  It also makes re-watching more interesting, as more is always added to the social conversation. 
  15. Right now, Twitter is a big player in Social. However, their focus is not TV. Mick’s opinion is that if they do not focus on innovating in that, they will lose out as the industry evolves and becomes more widely adopted.
  16. What does it matter if you can’t measure who is talking, and when?.  Analytics companies like Bluefin, Trendrr, and SocialGuide do just that.  
  17. What’s to come in #socialtv? “there’s no one size fits all solution” #2ndscrntv #secondscreen #newhousesm6
     
     
  18. The industry is still in the “early adopter” phase.  There is still so much more to come as Social TV and Second Screen mature, and become adopted by the social community.  There is no way of knowing what will happen a year from now, let alone five years from now.  All we can do is see what users now are doing, and innovate the best we can.

What do you do with a Masters in New Media Management, Part 2

21 Feb

In July 2011, I began my masters program at Syracuse University thinking that I wouldn’t graduate with two degrees until at least May 2013.  As of December 2012, I have completed all the requirements for a Masters of Science in New Media Management, and have since received my diploma.  Despite the fact that it is somewhat unreal to already have a degree before actually graduating from graduate school, I’m surprisingly relieved that one of my masters degrees is already completed.

New Media Management

My New Media Management Masters degree, which I received yesterday

For the past two years I have focused not only my studies, but my outside work on social media marketing and strategy.  Last summer, I interned for the digital advertising agency 360i as an Account Management Intern.  During the summer, I learned how to manage a cross-functional team, work with a client, and manage a campaign on budget.  I was able to see the agency from all perspectives, as I spent a day with each department learning what they do.

This year, my MBA program is fundraising for the Special Olympics as part of a competition against other business schools across the country.  To raise awareness, and possibly to get donations from outside our own community, I created a social media presence for our team, and have been tweeting/facebooking about our events and fundraising efforts.  Through social media, I was able to get over 200 people to come to our first fundraising event, which raised over $200.

As part of a school project, I am working with an outside company, and examining the state of their advertising practices and social media presence.  Although the project is in its infancy, I am looking at how to best create a social media advertising campaign for a start-up with a clear brand message.  In addition to that, I am looking at how social media will be useful in expanding knowledge of the brand in our target market.

Now that graduation is less than three months away, and one masters degree is done, I’ve started applying for jobs in advertising, social media, and marketing.

What do you do with a Masters in New Media Management?

9 Feb

i gots a degree

As of December 2012, I have officially completed all the requirements for the Masters of Science degree in New Media Management.  With graduation only three months away, and one masters degree completed, I am thinking about what I want to do afterwards.  Many of my projects and outside work this past year have focused on Project Management, Community Management, and Market Research.

Although I’m debating between Social TV and Sports Social Media Marketing, I believe both areas of social media are innovative, and have a lot to offer.  Both TV fanatics and avid sports fans want to be connected all the time to their favorite show or team, and always want more information (whether its from the actors or the athletes).  I can see myself in either area, as both are fast paced, and are constantly pushing new boundaries.  No matter what I do, I want to be continually challenged in my career.

Applicable Skills:

Social Media networking sites such as Facebook, Twitter, Google+, Pinterest, Instagram, Foursquare, WordPress, and Linkedin, as well as others

Knowledge of Analytics sites such as ComScore, Wildfire, Google Adwords, Google Trends and Google Analytics

Social Media Strategy

Account Management

Community Management

For more info, please see my resume, visit my Linkedin page, or contact me

Shayna Blumenthal’s Resume

20 Dec
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