Social Media 101: USA Network banks big on Gaming Spin

Posted by Jan in Uncategorized      No comments

Sep
28

The USA Network has recently announced results from a recent campaign to enhance site viewership through a point based, game like system called “Character Rewards”. The points can be redeemed for both virtual and real life branded goods. Ultimately, the system rewards viewers for loyalty and taps into their nature as fans. The result? An over 30% increase in viewership since launch.

This example of social media success begs the question, what is it that keeps customers attracted? While having an attractive site design or a catchy message can capture the attention of a potential customer, the effectiveness of a campaign is limited if that customer doesn’t keep returning.

In this particular example, the force that kept customers returning to the site was one of the most compelling drives in today’s attention starved populace: the desire to game. The same force that keeps millions logging into farmville and makes World of Warcraft a multi-billion dollar industry is the driving force behind USA’s success.

But the real message to be taken from this is that social media succeeds when it is in alignment with the customer’s desires. Taking the habits of television show fans, who consistently develop loyalty for a show, and creating a complimentary program for these habits is what drives success. This same initiative, used for a movie, for example, would most likely not have had the same effect.

Social media needs to be carefully coordinated and in touch with the customer if it is to succeed.