Radio -- The Original Social Network
June 7, 2011
Why Aren't We Leading The Way?
Long before you and I were born, our grandparents listened to radio communally, sharing stories, reactions, laughs and tears with the radio dramas, variety shows and news reports they heard. We’ve all seen pictures of families gathered around the radio, enjoying radio together -- socially.
Television is beginning to figure out this communal experience, and MTV may be leading the way. They have used social TV integration during live events before, but this past Sunday’s Movie Awards show should have us all taking notes.
While many radio stations upload pictures and videos from their big events a day or so afterwards, MTV had people glued to their mobile phones, laptops and/or favorite social sites with content coming at us in real-time ... a true social experience.
While there were many digital and social elements integrated with the MTV show, one of the highlights of the night was the strategically placed backstage and audience cameras. The “backstage cams” took viewers “behind the curtain” that viewers enjoyed.
It creates a true multi-dimensional experience. For example, as you see here, I got to watch Dave Grohl of the Foo Fighters stretch just minutes before the band took the stage:
MTV never abandoned the actual show as you could watch it at the bottom right corner of any cam you may have been peeking in on. Here’s another backstage shot from a camera they called the “Talent Pool Cam. “ This is Ashton Kutcher waiting to go on stage:
Beyond the backstage cameras (which is what really made this event stand out) there were real-time polls created around the awards. The questions were constantly updated from “What outfit are you waiting to see?” to “Who had the best movie kiss?”
MTV also gave viewers a chance to get their Facebook comment read live on TV, enabling fan participation:
They also had a promotionally paid top trending topic with #MovieAwards and they used INSTAGR.AM to share backstage pics via Twitter.
Something that might be new to you is Trendrr.TV MTV uses it to help track Twitter talk.
They specifically watch real-time conversation for the ability to amplify what’s being talked about. This gives them the opportunity to link out specific content they have clipped from the show and pull this social audience to their website. Again, this is all happening in real-time.
MTV also had an important mobile strategy. Along with the MTV apps for iPhone, iPad and Android, texting was an option. You could get a link to the MTV Movie Awards mobile site as well as Movie Awards news and voting:
It’s time to start thinking about having real-time interaction with our audience on our websites and on listeners’ main channels (e.g. mobile, Facebook, Twitter, etc.) How can you create avenues and allow access that enable people to tell their social networks to listen to your show or be at your next big event or concert.
How can you use the technology to take that 10th annual event (the same challenge that MTV has) and make it special? Television has become a social experience. Let’s work on elevating radio’s already very social platform and create an even better and more buzzworthy social experience.
The comment area below is yours. It’s always great to hear from you.
Reach out to me anytime on Twitter @lorilewis.
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