From our prior post, we can see that GetGlue does have some users around the world. However, the question to ask, is:
How is GetGlue being used?
Let’s take a look at these two places:
BBC has worked with GetGlue in order to use its function for Top Gear program broadcast in Australia through BBC Worldwide channel.
In Australia, GetGlue offered exclusive Top Gear stickers to fans by checking in while they were watching it. For BBC’s purpose, they wanted fans to rate the program, share the activity on Facebook, Twitter and other social medias when they were watching this TV show. Not only were viewers rewarded for their loyalty to Top Gear, but BBC would be able to ignite new ideas of how to reward their customers by using social medias like GetGlue.
For those familiar with the POST method from Groundswell, we can see that BBC wants their audience or “people” to be: 1) Conversationalists (because users will update their statuses by “checking-in” via Facebook, Twitter, and etc.) and 2) Critics (because some viewers will be positing ratings/reviews of TopGear via GetGlue). However, GetGlue also allows users to be joiners, spectators, and inactives.
For “objectives,” we see that BBC is specifically using GetGlue’s ability to energize their audience. Through “energizing,” Australian fans are able to to discuss, rate, and even help Top Gear’s sales in other various areas. With more people spreading the word of Top Gear, more people may become fans of the show and purchase Top Gear merchandise and the episodes themselves via online (iTunes, Amazon, Netflix, etc.).
When looking at BBC’s “strategy,” as stated before, there will be not only an increase of awareness as friends of friends may be notified via the other social medias of their friends check-ins, but GetGlue allows BBC to find their most enthusiastic customers as they supercharge the power of their word to mouth to family and friends. By doing so, these users will be rewarded through stickers which increases the level of engagement for viewers of Top Gear.
As far as “technologies,” GetGlue allows users to re-post their check-ins to other social medias like Facebook, Tumblr, and Twitter. With this capability, not only are check-ins being shares, but also reviews and comments regarding GetGlue. If there is positive posts posted by users, then BBC can most likely expect an increase in their fan and viewer base after they incorporate the powerful tools that GetGlue offers them.
From what we can see, BBC should continue to venture into this new area of social media and apply it not only to Top Gear, but to also their other shows.