Twitter has officially announced a new partnership with US television network NBC to curate millions of Olympic Tweets from athletes, their families and fans. It’s the latest in the growing wave of Social TV activities brands and television networks are warming up to.
While much of the attention for marrying television programming and social networks is heating up, the potential has been there from the beginning. In 2009, I sat in a conference room with Twitter’s Biz Stone and a few AT&T colleagues. We were on a tour of San Francisco start-ups to find a way to connect the technologies of these new companies with the platform and reach of a global brand. As we sat in the room brainstorming ways the two brands could work together, I mentioned how social media was making it harder for me to time-shift my television viewing. I no longer wanted to record programs like the Grammy’s or sporting events to skip the commercials because the online (on Twitter) discussion I could have with my social graph made enduring the commercials more practical.
As a major sponsor of the upcoming college basketball tournament at the time, we saw the potential for that television event, which took place throughout the month of March, to curate the online fan conversation. We knew fans would be out in numbers on Twitter sharing their support for their teams. With development help from one of Twitter’s partners, we sketched out the user interface, identified the keywords to pull into the feed and launched the curation platform in time for the tournament.
While visits to the site were strong for the time, they would likely not stand up to the numbers on Twitter today. There have been more than a few changes in that platform and the use of social media since we launched what was Twitter’s first entrance into a sponsored Social TV experiment and one of its first paid efforts. The volume of people on Twitter and in social channels as a whole has reached critical mass. Familiarity with social media queues – like hashtags displayed during programming denoting an action that takes place online but ties to the content viewed on television. And, brand and network willingness to push into these new places where consumers are congregating and dialing into the connected conversation that’s happening online.
While our Social TV experiment with Twitter in 2009 was just an experiment, it’s an example of the need for brands to push beyond what’s popular today and into new areas of innovation. There’s an overwhelming need for brands to have proof of concept and understand all of the variables before they experiment. With the speed at which social adoption is taking place, there’s a need to push beyond the mediocrity that’s growing in the fundamental social and digital space and look at new ways to innovate in a way that might take brands outside of their comfort zone. It’s in that zone that deeper connections can be made and true innovation happens.
(Post originally appeared July 25, 2012 on the Never.no blog.)
(Photo credit: by dhammza used under Creative Commons.)