A Mad Men nightmare: The “second screen”
“Shazam, Twitter and Viggle are all trying to co-opt behavior that is premised on actual human connection and pervert it for corporate propaganda purposes. It’s hard to see how this is going to work, practically speaking. Viggle’s strategy most explicitly betrays the fundamental illogic. If you have to pay us to watch the ads, your business model is broken. You’re better off making the ads so good that we choose on our own to go find them.” - Andrew Leonard
An honest look at the reality of the chasm between the root of Social TV behavior and the current experiences offered in the Second Screen market. A great read.
Why Social TV Will Rule the Future | Business 2 Community
“But, once you cut through all the fluff, notice the genuine pros and cons of what the experience is and how it can benefit (or not benefit) that experience. Lots of conversation surrounding this will be “big idea speak” so hone in on the points that are concise and piercing because those tend to be the ones that make the most sense.” - Jameson Brown
Love that quote about Social TV talk.
Check out this really solid short Documentary on the birth of Social TV and its effect on cable news.
"Sentiment That Matters," with Augie Ray | Social Media Today
“I just want brands to focus on sentiment that matters and not on what is facile and easy to measure. Ten thousand ‘likes’ for a puppy picture is not worth a dozen customers getting their real problems resolved because brands listened and acted.”
More real world advice for brands from Augie:
“ social media departments tend to hang on every little detractor event and still focus too much on posting photos designed to get likes rather than to make a brand impression. Most seem not to not understand these efforts have little to no impact on the brand. In part, this is because they are focused on bad metrics that are not tied to business results (such as the number of likes and retweets) and in part because social media departments do not have the power to change what matters most—customer service, product quality, packaging, etc. Right now, many social media professionals are working around the edges rather than at the core where change is needed, …”
How Big Brands Organize for Social
via Digiday by Giselle Abramovich
When a conversation spikes on Facebook for Mondelez, the company is able to understand what about its post got people so excited and engaged. It uses these learnings to inform marketing in other channels, like TV. As a result, Mondelez is seeing that its TV spots are now twice as effective.
Always listen with Bonin Bough talks social.