Can social + TV dig into the new gold mine on the internet?

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I believe a lot of people still remember such a scene: This year's gala broadcast a few hours, we are basically using the "shake" to rob red envelopes function and the Spring Festival Gala Interactive. In the aftermath, many people in the industry have played a very high score, "multi-level interactive rescue TV", "Social TV or come true" and other praise heard.

Although the social TV did not continue to detonate, but the CCTV Spring Festival Gala "social + TV" Success did give the market a strong needle, proved that the model is feasible, can mobilize the enthusiasm of the audience to attract audience attention.

After six months, "Social + TV" began to return to the field of vision, and the market reaction is quite enthusiastic. Recently, "good voice of China" in QQ hot talk Test water multi-screen interaction, triggering a large number of users concerned. Although the heat is less than the Spring Festival gala, but due to good sound transmission cycle and QQ hot chat force push, "social + TV" welcomed the positive, and its transmission path and business model exploration is also commendable.

Audience participation enhances multi-screen interactive mode and keeps innovating

When "good voice of China" entered the third stop blind election, many QQ users found that the hot chat home appeared "China Good sound" of the entrance, but also can participate in real-time commentary, and other audiences to interact.

As a result of the strong appeal of "China good voice" and the participation of a large audience in QQ hot chat, the participation of the program has risen rapidly. Data show that night of July 31, good voice in QQ hot chat on the volume of short time exceeded 500,000, the current program related news nearly 3 million. Among them, more than half of users between 12-24 years of age, the main group for "after" and "00", and the new generation of user groups is the most enterprises are nuggets object.

I think, although all are multi-screen interactive mode, but QQ hot chat and sound cooperation with the previous "shake" and CCTV cooperation is not the same. Because the former audience is based on interest, the appreciation of good sound and spit groove can be directly reflected in the hot chat, agree to praise can be, do not agree to tear force, and the existence of interaction can attract users to continue to participate.

But frankly, the expansion of a social platform like QQ Hot talk is not the only attempt on TV, including Weibo official accounts, public numbers, and post-paste channels, with staff interacting with fans. But the innovation of QQ hot chat is that it basically has no opinion leader, which gives the audience a relatively equal opportunity to interact, to truly express their feelings. and video content providers can more accurately understand the audience's attitude, to further explore the value of users to provide the possibility.

The real purpose of cross-border marketing is to explore new business models

Although QQ hot chat and "good voice of China" combination has obvious meaning of cross-border marketing, the former occasion marketing, the latter hope to rely on the former's huge number of users, increase the channels of communication. But whether it is QQ hot chat and good voice of the partner, or other combinations of the same type, is simply to pass more accurate channels of communication, reduce marketing costs, for a diversified profit model to provide support.

For example, with the very mature lbs technology already in use, TV stations and social platforms can accurately develop different user groups. The simplest is for different users, push different web-based ads, to attract users to click, to bring traffic to the enterprise.

Of course, the value of big data can never be limited to this, especially for QQ, such a large user base of the social platform, the use of good TV programs to attract audience attention, and then through the content of users to analyze the user's attitude and other subjective aspects of information. In order to grasp the user's pain point, to find new business opportunities.

Although "Social + TV" has already started, but has been a blip, the tipping point and continue to silence. This time, QQ hot chat and "China good Voice" partner to sea, if can achieve more lasting success, may give the market a better stimulation, let "internet + traditional Industry" this big model really change the traditional TV industry. Will there be a new gold mine in the Internet?

Can social + TV dig into the new gold mine on the internet?