Social entertainment platform GetGlue has launched a self-service marketing dashboard where TV networks can manage their presence and create campaigns.
According to a blog post, GetGlue says it is a new way for TV networks to engage and reward fans. The service enables marketers to manage official profiles, create rewards, see stats, add social media links and manage "stickers." GetGlue's stickers are analogous to Foursquare's badges.
Initial participants include USA Network, Discovery Channel, Oxygen and HBO. GetGlue expects to add movie studios and music labels in the fourth quarter.
What’s more, GetGlue has introduced new ways to reward users by creating specials. Examples include online discounts, retail coupons and exclusive content. These can be attached to a check-in or a sticker, and can be given specifically to "Fans," "Superfans" and "Gurus," designations based on how often users' check in. For example, HBO created a special to reward everyone who unlocks all 12 episode stickers for True Blood with a 30% discount at the HBO Store.
HBO's VP of social media and performance marketing, Sabrina Caluori, said in a statement, “GetGlue’s new marketing platform makes it easy and convenient for us to directly manage our profile on the service and reach out to those fans in a creative and consistent way.”
By creating reward-based calls to action, GetGlue says brands incentivize live tune-ins and help spread marketing messages across the social graph. For brands, it argues these messages are particularly powerful since they come from trusted sources rather than the brand itself.
All business accounts on GetGlue must first be verified. Once that happens, brands can configure all their pages using the dashboard.
GetGlue is also adding new ways to view and manage stickers, including a viewable list of upcoming stickers and the ability to edit the name description and timing of stickers.
As of this summer, GetGlue had 1.5 million users. It also recorded steady growth in user activity. According to the company, users check in 7 millino times in June, 9 million in July and 11.5 million in August.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014