Category Archives: Facebook

SocialTV Summit NYC: A Day of Pure Awesome

This week I was lucky enough to not only attend, but work behind the scenes at the SocialTV Summit run by Andy Batkin. I want to give a huge thanks to Andy – I shamelessly begged him for a ticket via Twitter and he was so kind to let me be a part of this amazing event. Lesson: It pays to be tenacious.

There were a ton of great ideas bounced around during the day (Lost Remote gives a great overview), and I saw lots of correlation to the ideas presented at Hill Holliday’s #TVNext this past January (and a lot of the same faces). I loved that periodically throughout the #SocialTV Twitter stream was projected on the main screens – anyone could join the conversation.

My main take-aways:

*Though it’s still a tiny infant, SocialTV is here to stay. There are a lot of experiments – and failures – to come as the industry develops, but isn’t that just energizing?!

*SocialTV may have a direct impact on the survival of live TV, especially when it comes to sports. The NFL in particular comes to my mind – all those damn commercial breaks makes it prime for social sharing.

*Consumers do NOT want the first screen polluted and networks need to respect that.

*And probably the most important point of all: Advertisers will play a key role in funding the SocialTV industry, and we need to get them on board stat.

Lost Remote’s Natan Edelsburg quotes Kevin Conroy, President, Interactive Media Group, Univision:

We’re still at a point where it’s a mistake to monetize [social] impressions on a discreet basis, those impressions on a standalone basis are not value enough to drive the right economics. A great bridge to get where we all want to go is by recognizing that those impressions when packaged into an overall experience have a lot of value. The media business is about reach and frequency, and we have opportunities through this lens…. I think we’ll lift the value of these impressions, lift the CPM. Let’s face it, it’s not free for us, it’s not free for everyone. We need to begin to see that kind of ROI to invest further.

There were very few agencies represented at the SocialTV Summit which was surprising. I strongly believe that there can be successful SocialTV advertising campaigns that are mutually beneficial to all parties involved – networks, agencies, and the consumer – but it’ll take a lot of creative thinking. Let’s start now!

Mo Krochmal, Digital Educator & Founder of Social Media News NY created  a Twitter round up from the summit on Storify –  check out Part 1 and Part 2 for a great summary!

And finally, here are just a few more of my favorite Tweets from the day:

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INSIDE: A Social TV Experience

I hadn’t heard much about this project, so I only took a few glances this afternoon. But when it was still going strong at 8pm I had to watch the trailer.

The INSIDE page on Facebook says:

Inside consists of film, videos and social media interactions. These pieces will live organically on Facebook, Twitter and YouTube. But you can also see all highlights and films in one place at http://www.theinsideexperience.com/, as events happen.

Intel and Toshiba present a Social Film experience, from the director of “Disturbia,” starring Emmy Rossum and You.

Christina is a tough, resilient, 24-year old girl. She’s been trapped in a room. She has a laptop. And she needs your help to get out.

The website keeps going down (didn’t they anticipate the traffic?)

From a glance, it seems like Facebook has been far more engaged that Twitter on a pure numbers basis, but there’s still a lack of general buzz.

Just over 600 followers on Twitter. Really? (As of 8:30pm EST)

Christina’s first activity was three days ago. I didn’t hear about it until the first “episode” premiered today.

Conclusion: I love the idea, and I like the level of commitment they’re putting into this, but why isn’t there more of a following? Is it just early? The whole thing didn’t seem to be advertised too much (I like to think I would’ve at least heard SOMETHING about it before now).

Why is it sponsored by Intel and Toshiba?

Facebook – Real-Time Ad Targeting

Back in March I read a super interesting article on Ad Age about Facebook starting to mine real-time conversations for ad targeting.

Yes, Facebook has been delivering targeted ads based on status updates and other posts for a while – but it’s never been instantaneous. Look at what I immediately noticed after updating my status this morning:

If it’s too small to see, basically I had included the words “Colorado” and “precious” in my post. As you can see from the screen shot, I was instantly given options for “related to your post” over on the left. This caused two reactions for me:

  1. Wow, that was fast. Looks like Facebook is making real-time headway!
  2. Obviously the context was not taken into account. If the algorithms were truly intelligent, they’d offer me an ad for flowers or something you’d buy to bring to a wake. 

I wonder how long it will be until context and sentiment are crucial elements to the mathematics behind Facebook targeting.