An interview with Jesse Burros from GetGlue, a social network for entertainment. about how users are interacting on the network, what the use cases are for GetGlue data points and how GetGlue differs from other social networks.
GetGlue is a social network for entertainment that connects people to the entertainment they’re watching. You check into what you’re consuming whether it be a book, TV or movie. Since launching checkins two years ago, GetGlue has had 100 million checkins from 2 million users. While the platform works really well for movie and books, but TV is particularly is taking off.
What are users getting out of the check in experience? They see a lot of check ins around certain TV shows and communities are developing around those TV shows. While some events are expected to have high numbers of checkins such as the Oscars which had 170,000 checkins, other shows such as True Blood have had 160,000 checkins. People want to engage around the content when they love a show, and GetGlue enables them to engage. To provide engaging comment, GetGlue works hard to provide relevant content to its users by filtering content based on your social graph and what the community deems relevant by voting up. As Jesse said, they try to avoid giving you the LOL comments. They give you what your friends say and what the community has voted up as really interesting.
So who are the users of GetGlue? Essentially, everyone who watches TV and that is an enormous audience with 100 million TV viewers. Demographics obviously change based on what the TV shows are, but generally GetGlue is prominent amongst the 18- to 34-year-old demographic and skew slightly towards a female office. Jesse’s parents are GetGlue users (and aren’t even on Facebook). His parents will text him when TV shows promote GetGlue on TV serving as Jesse’s real-world push notifications. TV shows are getting savvier about promoting GetGlue to their TV viewers because they see the engagement that is happening.
Jesse shared some really interesting statistics on the engagement around certain TV shows. Big Bang Theory is a show that is always in their top 10 (which you can check out in AdAge). Interestingly, there is a show called Nikita about being a spy that has had 136,000 checkins, and there was 1 in 10 checkins for every viewer. Understanding shows that see high social engagement is meaningful and helps studios understand where to promote TV shows. Another interesting case study is the TV show called Once Upon a Time. GetGlue and Nielson were tracking similarly in terms of ratings until halfway through the season and then checks grew faster than the ratings as the community continued to grow. They see this for multiple shows where the community continues to grow and engage.
Another really cool aspect of GetGlue is stickers, which you can earn by checking into a show within three days of it airing. When you earn 20 stickers, they actually mail them to you. This is an aspect that users really take seriously and they often take pictures of their stickers on a guitar case or laptop. Users often share their stickers and awards on Facebook, and 25% of posts on Facebook see a comment or like. Another aspect of GetGlue that really resonantes is the level of engagement that is happening as brands such as TV Guide often interact with GetGlue users over shows, or characters of a show will jump into a conversation. GetGlue actually accounts for 22% of the online conversations that happen around broadcast TV.