US politics, One Direction, clever stuff from the world of analytics, Twitpic of the week and why the film studios are hanging out on Google+.A quick round up of some stories in social that caught my attention this week
Barack Obama set a new world record on Twitter last night (well, for politics anyway), with more than 53,000 tweets per minute during his official nomination acceptance speech. So far, his party is taking gold in the battle of engagement on Twitter with the Democratic National Convention generating a staggering 9 million tweets, more than twice the number generated from Mitt Romney’s Republican gathering last week.
The re-launched Dallas may have proved a big ratings and conversational hit for Channel 5 in the U.K. this week, but in the world of social, data really is the new oil. A New York based analytics firm has developed a smart algorithm enabling brands to serve low cost ads to potential new customers, based on conversation topics from their existing fans, in real time. The really clever part is the data crunching that works out the likely correlation between a brand and a conversation topic. This enables the brand to serve a relevant, timely ad to a potential new customer. This is impressive stuff and could breathe new life into the under-used ‘interest targeting’ tool that Facebook added to the Ad Manager suite just over a year ago.
Since the IPO, Facebook’s ad revenue model has taken quite a battering, mainly due to the low CTRs on Facebook ads. To add to these woes, a report from eMarketer this week suggests that Twitter is likely to earn almost twice the amount of mobile advertising revenue, compared to Facebook this year. The main driver is the ‘promoted tweet’ product – a huge hit with brands that fits seamlessly into the user experience on mobile devices. Facebook was slower to market with a mobile advertising solution that is more conspicuous and less integrated into the newsfeed on smartphones and tablets
Adoring One Direction fans are helping to keep their favourite band members at the top of the twitpic charts this week with a picture of Niall Horan draped across a pool table reaching more than 15 millions people. Impressive stuff. Personally however, my favourite twitpic of the week is this not-so-innocent rail side poster ad. Genius pole placement.
But back to One Direction. At the MTV VMAs last night the band won an award in the brand new category ‘most share-worthy video’. Votes were collected using Twitter hash tags and voters could view the results in real time. This is the second time the broadcaster has used hash tags as a voting tool. The mechanic was previously used for the MTV Movie Awards in May where the ‘Best Hero’ category attracted almost one million votes via Twitter.
And finally, following in the footsteps of The Muppets and The Avengers, Disney in the U.S. will be using the Google+ platform to debut the trailer for Spielberg’s Lincoln next Thursday (13th September). The hangout will include the world premiere of the trailer, followed by a live chat with Steven Spielberg and Joseph Gordon-Levitt. Fans can apply to join the hangout by submitting a short video to YouTube. The hangout will also be broadcast live in Times Square and all the content will be made available on YouTube immediately afterwards.
With big social buzz around Lincoln already, this is a real coup for Google’s social platform and technology. They will be expecting the event to increase awareness, visibility and usage of Google+. It also marks the very first time that a studio has debuted a movie trailer on their social platform and assuming success, other studios are likely to follow suit.