By Sirpa Aggarwal | Posted on July 25, 2012
The Social TV Summit in Los Angeles featured a day-long round of presentations and panel discussions.
This blog highlights key trends that emerged from the session titled “White-Label Social TV Company Solutions – Technology Solutions That Drive the Social TV Industry.”
Arktan’s CEO and Co-Founder, Rahul Aggarwal, was the session keynote speaker and panel moderator. Panelists were Marc Scarpa, Executive Producer/Director, Simplynew, Jason Hoch, SVP of Digital, World Wrestling Entertainment, and Evan Silverman, SVP, Digital Media, A&E Networks.
Rahul gave an introduction of the industry, including examples of white-label Social TV solutions powered by Arktan, among them ‘The X Factor USA’ show, the WWE website, USA Network’s ‘Character Chatter,’ TNT’s ‘Falling Skies’ Social Connect, and TNT’s ‘Falling Skies’ and ‘Dallas’ social chats.
Rahul highlighted some emerging trends in the space, such as social trending, social timeline, live chat for events and TV shows, curated social hubs, superstar pages, and loyalty and rewards. Many of these trends were front and center also in the panel discussion.
A&E’s Evan Silverman emphasized building branded sites around shows as a key to monetization, giving ‘Project Runway’ as an example of a show powered by white-label Social TV solution.
The show has been successful at increasing fan engagement and loyalty with rewards by giving cash awards to ‘Favorite Fans,’ and allowing fans to select ‘Fan Favorites’ among the designers in the show. L’Oreal Paris and Lexus are brand partners of the show.
Storytelling was a theme that surfaced time and again in the discussion as key driver of fan engagement.
Marc Scarpa explained how stories built around ‘The X Factor USA’s’ contestants have increased the level of engagement among fans. The show’s sponsor, Pepsi, has further driven the social buzz with social apps built around the show, including ‘Pepsi Sound Off.’
‘The X Factor USA’ was the highest rated broadcast series in 2011. Marc attributed a major part of the show’s success to Arktan’s white-label Social TV product solution that is powering the second-screen fan conversation on the show’s site, and on the companion ‘Xtra Factor’ iPad app.
Marc said that Arktan’s technology has been unifying the conversation around the show across all platforms.
WWE’s Jason Hoch also talked about storytelling, and stories built around WWE’s ‘Superstars,’ who are driving fan engagement by giving fans a feeling of being participants in the shows. Fans get a feeling that they are able to communicate with their favorite ‘Superstars.’
WWE has been very successful at keeping their fans engaged and entertained. Among some of the key metrics shared by Jason were 53% increase in pageviews from last year, average engagement time of 12 minutes on the WWE website, and 200% increase in traffic on WWE’s Facebook page.
This Social TV Summit session highlighted benefits and opportunities for monetization in the white-label Social TV solution space. The pioneering brands and TV networks in the panel are already enjoying the many benefits, and leading the way for others to follow.
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