It’s pretty safe to say that people love engaging in social entertainment but don’t take my word for it, just take a look at the latest results from GetGlue, a service that is defining the social side of consuming media.
In case you missed our post on GetGlue a few weeks ago, it’s a social network for entertainment that allows users to check-in while enjoying entertainment; movies, books, TV — even wine. Users can also like and share various content/topics like ‘gadgets’ to receive personalized recommendations based on your activity. It’s highly additive and you’ll earn cool badges.
I had a chance to speak with GetGlue’s Fraser Kelton yesterday about some new partnerships and the increasing growth of their activity. Fraser says their robust feature set and the personal value of their unique recommendations is what has contributed to this.
He shared that during the month of August, they saw 8 million unique ratings and check-ins and have just passed 600,000 users, that’s an impressive growth rate amounting to 20x in 2010 alone. Newer iterations of the service have become available across mobile platforms and have no doubt had a huge impact on their latest stellar results.
Considering those numbers there’s no question why major networks like HBO and Disney are quickly jumping aboard to partner with them. They offer huge value to networks looking to create buzz and brand loyalty. Fraser mentioned that True Blood (a show that has badges on GetGlue when you check-in) saw a sudden burst of 1 million mentions across Twitter and Facebook within the first 5 minutes of the show a few weeks ago.
While partners are still figuring out what brings the most value, they’re currently looking at a few key metrics: the amount of activity around a show/property and the amount of reach. Since GetGlue enables users to share digital stickers with their social networks, GetGlue estimates for every 1000 user mentions on their service (website & apps), around 1.5 million people are subsequently reached on Twitter and another 250,000 on Facebook.
Fraser told me “the biggest risk for them is not innovating fast enough, we’re going through weekly release cycles of updating the apps and the website to provide an ideal solution for users. We don’t look too closely at our competitors… we look at what we can control.”
New Partnerships = New Stickers & Rewards !
Fraser gave me a rundown of their new partnerships and exclusive rewards from Disney, AMC, MSNBC, HGTV and Discovery Channel. You know what that means — Mythbusters, Storm Chasers & MadMen Stickers!
Users will be able to obtain badges from AMC’s line-up of shows including Breaking Bad, The Walking Dead, Rubicon and there are a few swanky stickers for MadMen fans. Disney’s new animated films Tangled and Tron also have exclusive unlockables for viewing the trailers and checking-in during the opening weekends.
MSNBC is the first news network to join GetGlue and similar to the other reward offers users need to check-in while watching one of their shows to earn Chris Matthews, Rachel Maddow and Lawrence O’Donnell stickers.
I asked Fraser if we could get some hints on how to unlock stickers that you can’t seem to gain by simply checking in. He told me that partners like HBO use GetGlue rewards to drive engagement across their Facebook and Twitter profiles by offering unlock-hints. During this season of True Blood users who were watching the story arcs unfold could input a phrase or progression to the story within the comments to unlock exclusive rewards.
Fraser says they’re working with partners to drive desired behaviour and engagement throughout the entire season of a show. At the end of the day their user base and partner deals indicate their model works.