Multi-Screen Social TV to Rebuild Water-Cooler Effect over Digital Life

Yonggang Wen, PhD(MIT) School of Computer Engineering

Nanyang Technological University

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WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities

Pre-Internet Era, Water-Cooler effect serves important social functions

• Water-Cooler Effect – A phenomenon occurring when

employees at a workplace gather around the office water cooler and chat (e.g., guessing what will happen in the next episode in a popular TV program)

• Social Functions – Establish social bond among co-workers – Increase productivity at work

• HMS study shows that WCE help scientists produce better paper

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However, technology has changed how people interact among themselves

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Traditional TV watching behavior is changing

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75% Discover new TV shows online

1.3x Higher engagement when second screen app was used

3x Jump in social media chats while watching TV in 2012

29% Were using Facebook while viewing TV

77% Used a smartphone or tablet to surf while watching TV

193m People will watch TV videos online in 2014

Multi-Screen Social TV was invented to transform TV into social experience

• Social TV refers to the use of social media platforms to enrich the experience of consuming a TV program and to possibly extend the audience with the following features, – Use of social networks to announce and

promote a TV program before broadcasting – Use of social networks to bring interactivity

to TV programs among peer viewers – To give an response to TV programs before,

during and after the broadcasting – Use of social media to reinforce TV ads – …

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Marie-Jose Montpetit MIT

Community-based TV Watching

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Social TV Analytics

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Social TV Feature Framework

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Before Viewing

During Viewing

After Viewing

People

Content

Device

Who’s watching what, when & where; Peer/Expert Review

Integrated Communication &

Apps; Targeting and Interactive Ad

Community Sites & Portals; Viral

Marketing

Program Influence

Content Voting Character Friending / Following

Peer / Expert Review

Targeting and Interactive Advertising

Viral Merchandising & Marketing

When being socially engaged

With w

hom socially engaged

Social TV for Community Building over Digital Life

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50 years ago Now