This Week in #SocialTV: Google’s Trojan Horse and the Battle for Second Screen


While Twitter and Facebook argue over who has more Klout, Google sends in a Trojan horse packed with YouTube’s Music Awards to ambush the kingdom of Social TV.

“Twitter and Facebook raced to tell the news media about the throngs who shared their instant reactions to the show [Breaking Bad’s finale] on the social networks.”  “Neither Facebook nor Twitter has disclosed how much revenue it makes from advertising related to TV, and some industry experts doubt they are earning much.”  “There’s definitely a lot of hype, and maybe one day they’ll live up to it all,” he [Jason Kint, senior vice president for the CBS Corporation’s interactive division] said. “But I certainly don’t see it taking away ad share from television.”

“Facebook this week will begin sending weekly reports to primetime TV networks, sharing data about how many “actions” — likes, comments, shares — each of their TV shows receive.”  “Twitter, though smaller and less diverse (the site sees a disproportionate number of young female users CBS’s chief researcher officer told The WSJ), is for now ahead of Facebook in terms of making a business out of the social TV data it has on hand.”,2817,2425030,00.asp

Three reasons why Facebook can’t beat Twitter for Social TV

“Forget Facebook and Twitter for a minute, if you will. With the YouTube Music Awards, Google’s big social TV move could have some symbolic collateral damage, namely to the stalwarts of the entertainment industry.”  “If you’re Google, you’re sitting on a three ingredient formula for success: resources sufficient to craft your very own hyped-up award show, the online network to broadcast it over and, bettered by its recent splicing of Google+ DNA into YouTube comments, the social network to control the conversation.

That’s not just major brand buzz and a ton of traffic—it’s a data goldmine.”

“Twitter’s CEO Dick Costolo stated publicly that Twitter has the ability to extend the reach of television, with the number of tweets about specific shows multiplying as much as 100 times during first-run broadcasts.”  “Nielsen found that in 29% of episode instances, more tweets actually resulted in higher viewership, showing an actual causal relationship between social media usage and viewership. The findings are interesting because they push the notion that Twitter, Facebook and other social media sites can sell more advertising to major broadcast entities to push fan engagement.”  “In the end, a marketer’s ability to connect to consumers at the right time, on any device, across all channels will be the support that drives their business to either survive or die.”

“If you’ve never seen Modern Family, or heard of the hit show you might not even know it’s only a syndication launch with the network’s smart, social-TV savvy launch strategy.  Here are the details from [USA Network]:

  • An entire social community” for their newest fans called Mofy Nation
  • Modern Family Sync – every episode has a sync for fans to access as they watch.
  • Sunday night is the pièce de résistance for fans. From 9pm to 11pm, viewers can play Modern Family Live”

“Cinnabon heard it was part of the episode and joined the social TV conversation.”  “Within minutes, our team had found the twitter account to actor Mr. Bob Odenkirk who plays Saul, and proposed a tweet to the team: let us know when you’re ready to talk frosting #breakingbad”  “We want to be a part of a relevant relationship with the fans that make up our brand communities. It’s important that we’re relevant to them in other parts of their lives that aren’t directly brand focused.”  “Twitter doesn’t wait for tomorrow.”

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