Networking

07:57 PM
Connect Directly
LinkedIn
Google+
Twitter
RSS
E-Mail
50%
50%

How WWE Wrestling, USA Networks Characters Go Social

Social TV lets characters shine for WWE, USA Networks.

6 Social Sites Sitting On The Cutting Edge
6 Social Sites Sitting On The Cutting Edge
(click image for larger view and for slideshow)
Who is #bestintheworld for social TV? WWE is claiming the title, and are you the one who will dare to tell the wrestlers they are wrong?

WWE, aka World Wrestling Entertainment, launched a redesigned website this month, going "boots to asses" on incorporating social media. "We didn't want to build a chat room off to the side--we really wanted this to be a social experience everywhere," said Jason Hoch, senior VP of digital for WWE.

WWE is already a highly social brand, leveraging Twitter campaigns like the #bestintheworld hashtag for discussions of the rivalry between stars John Cena and CM Punk. AdAge pegged WWE Raw as the cable show with the most social buzz last fall. (Talent competition The X-Factor, boosted by Pepsi's social TV initiative, was the broadcast TV show with the most social buzz.)

Back in 2008, WWE introduced its own WWE Universe social network, which it operated for several years.

Now, the strategy is to bring all the interaction together on WWE.com, an iPad-friendly website which aggregates comments from other social networks, with social login connections that let visitors post comments to the website and their social networks simultaneously.

[ Learn more about the complexities of using one social account to log into another. SXSW: Social Login Is Magical But Tricky. ]

"When you go to the page for John Cena, you see everything created about him on all the social networks--Facebook, Twitter, Foursquare--as well as the content created about him by WWE. This is the first, best place to learn about John, it really is," Hoch said. New comments scroll up onto the screen automatically as you watch, as they would on Twitter or Facebook. The aggregation of all that content also allows WWE to offer a customized trending topics display, "like a mini version of Twitter's trending topics, but just on our site, just for WWE," he said.


WWE Trending Topics

"Really, who gives a crap about a new WWE website, except that they've rewritten the entire thing--it's not even just a website anymore," enthused Khris Loux, CEO of Echo, WWE's social software partner.

Echo calls its product a "real-time Web platform," not necessarily just for TV, although its initial customer base is heavily weighted toward media companies. "Our position is that every dot-com should be real-time and social because the visitor expectation is that the Internet is real-time, social, and personal," Loux said.

Previous
1 of 2
Next
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Deb Donston-Miller
50%
50%
Deb Donston-Miller,
User Rank: Apprentice
3/20/2012 | 11:02:22 PM
re: How WWE Wrestling, USA Networks Characters Go Social
It's kind of brilliant--leveraging and extending the new "two-screen" experience. (And I'm not just saying that because I don't want any WWE types to do the old spinning headlock elbow drop on me.)

Deb Donston-Miller
Contributing Editor, The BrainYard
Hot Topics
16
Open Source Vs. Open Enough
Bob Laliberte, ESG senior analyst,  7/18/2014
5
Guide: The Open Compute Project and Your Data Center
James M. Connolly, Editor in Chief, The Enterprise Cloud Site,  7/21/2014
5
Do We Need 25 GbE & 50 GbE?
Jim O'Reilly, Consultant,  7/18/2014
White Papers
Register for Network Computing Newsletters
Cartoon
Current Issue
2014 Private Cloud Survey
2014 Private Cloud Survey
Respondents are on a roll: 53% brought their private clouds from concept to production in less than one year, and 60% ­extend their clouds across multiple datacenters. But expertise is scarce, with 51% saying acquiring skilled employees is a roadblock.
Video
Slideshows
Twitter Feed