Live TV demands a live influencer score
Over the past couple of months, you may have seen me talking about the live influencer leaderboards we have created for large scale events such as SXSW, The Oscars, The Grammys, Cisco Live and even a tweet-up in London with Brian Soils.
The Live Kred leaderboards were born out of an engagement with our friends at Ogilvy back in February for Social Media Week.
As a recap, Ogilvy wanted to launch their new Social@Ogilvy practice with something cutting edge and exciting. They approached 3 other vendors before reaching out to Kred.
What they needed was a real-time way of showing who the influencers were at the event.
To date, we are the only influencer platform that is calculating influence in real time (Kred scores are updated every half a second), and you can see all of the interactions on Twitter and Facebook (if you have connected your account on Kred).
The leaderboards we have produced for these huge events also update in real time – and as such have become a very engaging part of the event.
During SXSW, a number of people noticed the leaderboards and enquired about how they could use them for their own events.
Once such enquiry was from Jenni Hogan, a fellow South Australian, now with Kiro TV in Seattle.
Jenni shared with me a pilot TV show concept that Kiro were producing that blends Live TV with social media.
The first of these shows went to air in March and was called connect
The 2nd show aired in May and the timeslot and name were actually devised by Kiro viewers – arriving at the title of Social7 which aired on Kiro channel 7 at 7pm.
Social 7 also prominently featured the live Kred leaderboard as the shots below show (pictures courtesy Kiro7/Paul Balcerak).
Now you might say “so what?” – a Twitter leaderboard is easy to do – just plug in a twitterfall and a tweetdeck and you’re off.
In the case of the Kred leaderboards, we’re actually ranking an entire community for influence and outreach in real time.
We scan the Twitter firehose for mentions of a specific hashtag (in the case of the Social7show it was #social7) and then calculate a Kred score related to that event and community in real time.
Knowing that Twitter can burst at 10,000+ tweets/second on a normal day, and during a live TV show there are thousands of mentions of the hashtag over the course of a 60 minute show, this requires a fair amount of technology behind the scenes!
One of the major Kred proof points is that we can rank a community (identified by the common hashtag) and determine who has the most influence within THAT community.
Celebrities need not apply
As it should be in a local community, celebrities such as Justin Bieber and Lady gaga who normally would swamp any influence score don’t get a look in.
Even if they tweeted the hashtag, they would have to continually engage and be generous for the entire 60 minute show to have any chance of getting onto the local leaderboard and rank against other local rock stars.
If you have a major event or live TV show, why not get in touch with me to see how we could bring this dynamic and very social element to your next project.