David A. Yovanno is the CEO of Gigya, Inc., a leading social optimization platform for online business. He can be found on Twitter at @daveyovanno or e-mail dave(at)gigya(dot)com.
Now that most social networks are supporting functionality on third party sites — via Facebook Connect, Sign in with Twitter, Yahoo! Open Strategy, MySpaceID, and other similar technologies — entertainment companies are experimenting with a variety of approaches.
While movie promotions on Facebook, top sports moments on YouTube, and MySpace music pages remain key fixtures, many entertainment companies are also now actively focused on how to apply social strategies to their own sites to deepen relationships with fans and become more relevant. Here are four ways on-site social features are benefiting both fans and the entertainment industry today.
1. Making TV Participatory
TV has historically been a “lean back” form of entertainment -– just sit back on your couch and let your eyes and ears take it in. Reality TV shows like American Idol broke new ground by making TV participatory -– fans can take action and influence the outcomes — and social technologies are now helping to make TV a “lean forward” experience.
In the most recent season of Dancing with the Stars, ABC made the voting process social. Fans could sign-in to abc.com with a Facebook or Twitter account to cast a vote for their favorite couple, and then donate their status to help support that pair. For example: “Vote to keep Louie Vito and Chelsea Hightower dancing on ABC!”
In the realm of real-time engagement, another example comes from MTV, which enabled live chat for previously aired episodes of the popular show 16 and Pregnant on MTV.com, where viewers could discuss the often controversial content with other fans.
Benefit for fans: Viewers are empowered to not only vote, but get out the vote among friends. Voting with a Facebook or Twitter identity makes voting a personal, rather than anonymous, experience. For 16 and Pregnant, teens have a live forum for sharing thoughts and experiences.
Benefit for TV networks: Fans are highly engaged with the show online, and the shows gain significant exposure on social networks from donated status updates. Traffic is generated back to the show online and off. Offering users a choice of networks for participation appears to boost engagement. For example, data from Gigya shows that for a single episode of 16 and Pregnant, tens of thousands of messages were sent by chat users to their social networks with the following distribution: 40% to Yahoo, 29% MySpace, 24% Facebook, and 7% Twitter.
2. Bringing Live Sporting Events to Life Online
In the real world, sports fans experience events together, whether live at the stadium, with buddies at a sports bar, or with family in front of a new 50” LCD TV. Recognizing this, sports media are trying to make online viewership a bit more like the real world.
A slew of sports media added live social chat to their event webcasts this year, enabling fans to participate online alongside the event using their Facebook, Twitter, MySpace or Yahoo identity. TNT used it for the NBA Eastern Conference finals and NASCAR Race Buddy series, CBS for its College Football series, NBA.com for ongoing games, and the PGA for the summer tour events including the PGA Championship. Fan messages about the game were syndicated to the social networks as news items in the feed. Even Roddy White of the Atlanta Falcons has gotten into the act on his own website.
Benefit for fans: Live social media integration provides an opportunity to chat about stats, players, and highlights, and to virtually high-five other fans or friends –- almost as if they were watching together in person.
Benefit for sports media: Fans participating with real identities adds authenticity to the socializing. Interactivity means fans are highly engaged, generating more page views, and messages shared to the social networks drive more traffic back to the online event, creating a virtuous cycle.
3. Giving Music Lovers an Outlet for Self-Expression
MySpace proved years ago the power of grass roots social efforts to take an artist from obscurity to household name, with Sara Bareilles one of the poster children for resisting the traditional label model. Now music companies large and small are putting social channels to work, and taking a number of new approaches in the last year.
MuchMusic, a music channel on Canadian cable TV, incorporated celebrity tweets and live chat into their MuchMusic awards, bringing fans “backstage” to a behind the scenes interview room. Similarly, MTV incorporated live social chat into its webcast of the “Hope for Haiti” telethon with the aim of further engaging viewers for a special cause.
Reverbnation, a music marketing platform that helps individual artists manage promotion, fan relationships, and other aspects of the business, built a feature enabling fans to register on the site using their social network identity, then build and share their favorite playlists into the feed on Facebook, Twitter and MySpace. Rather than help the artists build a presence on the social networks and send fans away, Reverbnation has integrated their own site directly with those key platforms to make themselves a one stop shop for the social music ecosystem.
Benefit for fans: Social integration creates an outlet for communicating with other fans, and sharing passion for artists and music –- whether in the form of a comment or their own playlist creation.
Benefit for music sites and artists: Integration provides greater exposure for artists and tracks as well as increased page views for the site.
4. Driving Word-of-Mouth for Movies
Word of mouth is everything in the movie industry. Buzz puts fans in seats, and is the benchmark by which the industry gauges traction for marketing efforts. It’s no surprise that studios are experimenting more with social media far beyond basic trailer promotion.
The movie Paranormal Activity broke new ground by using grass roots efforts and word-of-mouth to build buzz and gain a wider distribution for the film. They also took advantage of social media promotion, enabling fans to invite their friends from social networks to join them at the same time that they purchased movie tickets.
Twentieth-Century Fox, together with MTV, got fans directly involved to promote Avatar. They put on a first-ever live interview with James Cameron and the Avatar cast, answering questions from fans, who in turn shared their reactions in a real-time chat via Facebook, Twitter, MySpace and Yahoo.
Benefit for fans: Movie goers receive greater access to their favorite films and celebrities.
Benefit for movie studios: The campaigns generate new and widespread buzz before and during the theatrical release.
Conclusion
When fans connect to a company using a social network identity, they are establishing the basis for a longer-term relationship. The data shared by these connections will allow companies to better segment and serve their fans.
For example, in addition to awareness-generating efforts for individual films, a movie studio could gain greater insight into the specific demographics of those that are responding early to a release and adjust efforts accordingly. They could also more easily continue the dialog by remarketing to users around sequels or films in the same genre.
Whichever path entertainment companies choose, integrating social technologies on their own sites to deepen relationships with fans is a blockbuster opportunity.
More social media resources from Mashable:
- How Musicians Are Using Social Media to Connect with Fans
- How The Roxy Became the #1 Venue on Twitter [INTERVIEW]
- The Science of Building Trust With Social Media
- How Companies Are Using Your Social Media Data
- How Twitter in the Classroom is Boosting Student Engagement
Image courtesy of iStockphoto, MarsBars
Tags: business, facebook, facebook connect, MARKETING, myspace, myspaceid, social media marketing, twitter, Yahoo
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