Social TV (eBook)

MIKE PROULX is a Senior Vice President and the Director ofSocial Media at Hill Holliday, leading a team with a focus oncross-channel integration and emerging media. He has spoken atdozens of events and contributed to a number of publicationsincluding BusinessWeek. He conceived, produced, directed, andcohosted the TVnext Summit, which took place in early 2011 and2012. You can follow Mike on Twitter at @McProulx. STACEY SHEPATIN is a Senior Vice President at HillHolliday and leads the national broadcast buying and strategicmedia partnerships practice for the agency's portfolio of clients,including Dunkin' Donuts, Chili's, (RED), T.J.Maxx, Marshalls,Liberty Mutual, John Hancock, and HomeGoods. She has won multipleawards for her work and creativity, including the Advertising AgeMedia Maven award and MediaWeek's Media Plan of the Year.

Preface ix

Acknowledgments xi

About the Authors xv

Introduction 1

1 The Backchannel: Bringing the Social Conversation tothe Forefront 7

2 Social TV Guides: Curating Social Media for ContentDiscovery 33

3 TV Check-In Services: Creating Vertical Social Networksaround Television 57

4 The Second Screen: Enhancing TV with Synched ContentExperiences 81

5 Social TV Ratings: Adding a New Dimension to TelevisionAudience Measurement 109

6 Bridge Content: Driving Engagement In-Between EpisodeAirings 133

7 Audience Addressability: Using Online and Direct MailTargeting Practices on TV 157

8 TV Everywhere: Watching TV Content Whenever andWherever 177

9 Connected TVs: Blending Online Content with TelevisionContent 203

10 Conclusion (for Now): Connecting the Dots 227

11 To Be Continued . . .: Filling in the Gaps 241

Notes 245

Index 259