Post by JordyneNicole on Nov 12, 2013 23:08:12 GMT -6
Excerpt from Question & Answer with i.TV CEO.
Dumenco: How do you feel about organic social TV activity vs. social TV activity that's incentivized with stickers, in the case of GetGlue, or, you know, sort of literal bribes -- gift cards and such -- over on Viggle?
Pelo: Philosophically I'm not in favor of incentives because I don't think they maintain real value. I think what GetGlue did to start their fan community by offering digital stickers and physical stickers nonetheless was a necessity.
Taking responsibility now for the GetGlue legacy, I might describe it differently and instead of describing things like that as incentives I'd prefer to think of them as memorabilia or "cred" that you get as a fan. You know, the physical sticker world at GetGlue has diminished over time as people have kind of used the check-in and the digital stickers to create their collections. But there are some things we'll roll out in the next few weeks with GetGlue that will expose some of the promise of what can be done beyond a simple check-in to keep people engaged and to reward them -- not in the incentive fashion.
Dumenco: I'll join you in saying that I kind of philosophically have problems with incentivizing social TV activity -- because what I'm interested in is organic activity, authentic activity, vs. what stuff people are doing just because there's sort of a Pavlovian response: You know, a "Oh, I press this button and I get a reward" kind of a thing. My blunt question here is, are you considering or have you decided to discontinue the physical stickers at some point?
Pelo: I don't think we know enough yet to make that decision. My answer would be no plans have been made to discontinue the physical stickers. We need to better understand the community and what's important to them.
Dumenco: How do you feel about organic social TV activity vs. social TV activity that's incentivized with stickers, in the case of GetGlue, or, you know, sort of literal bribes -- gift cards and such -- over on Viggle?
Pelo: Philosophically I'm not in favor of incentives because I don't think they maintain real value. I think what GetGlue did to start their fan community by offering digital stickers and physical stickers nonetheless was a necessity.
Taking responsibility now for the GetGlue legacy, I might describe it differently and instead of describing things like that as incentives I'd prefer to think of them as memorabilia or "cred" that you get as a fan. You know, the physical sticker world at GetGlue has diminished over time as people have kind of used the check-in and the digital stickers to create their collections. But there are some things we'll roll out in the next few weeks with GetGlue that will expose some of the promise of what can be done beyond a simple check-in to keep people engaged and to reward them -- not in the incentive fashion.
Dumenco: I'll join you in saying that I kind of philosophically have problems with incentivizing social TV activity -- because what I'm interested in is organic activity, authentic activity, vs. what stuff people are doing just because there's sort of a Pavlovian response: You know, a "Oh, I press this button and I get a reward" kind of a thing. My blunt question here is, are you considering or have you decided to discontinue the physical stickers at some point?
Pelo: I don't think we know enough yet to make that decision. My answer would be no plans have been made to discontinue the physical stickers. We need to better understand the community and what's important to them.