Taken at The Dunes
I’ll be the first to admit it, I checked in on GetGlue last night when I was watching Man Men and yes, I did get a badge. I got the “Must See” sticker. Then, I checked in on GetGlue when I started watching the season five opener for Dexter and I got the “Season Five Premiere” sticker. I’m not sure how emotional I am about my TV watching… wait a minute… who are I kidding… I’m VERY emotional about what I watch on TV. But to be honest, I check-in to get the badges and stickers because I am competitive as I am emotional.Amplify’d from www.readwriteweb.com
Sometimes a successful web product takes a while to find its niche. Occasionally it morphs into a different product altogether, along the way. Both things have happened to GetGlue, the service where users “check in” to watching TV shows, reading books, listening to music – indeed, to just about anything.
I caught up with GetGlue founder and CEO Alex Iskold to discuss the evolution of the product since its inception. It’s changed from an under-used geeky Firefox browser add-on, to a mainstream service where hundreds of thousands of people check-in to Mad Men and other popular entertainment shows. How has GetGlue made this transition? One word, by getting emotional.
What’s more, the changes have been good for GetGlue. It has experienced strong growth this year. Iskold told me that “in the month of August alone we saw over 8 million ratings and check-ins.” That’s about 300,000 ratings and check-ins every day. GetGlue currently has over 600,000 users and is, according to Iskold, riding “an upward trend in the social entertainment market.”
People Get Emotional About Entertainment“The big insight was that [the product] needs to be emotional.”
GetGlue changed its branding and launched a new website, GetGlue.com, last November. It changed almost overnight from a geeky browser add-on called Blue Organizer to a destination website called GetGlue. Mobile applications followed soon after.
“Once we launched the website,” Iskold told me, “it made a world of a difference and ever since [we’ve had] exponential growth that continues to increase.”
It wasn’t until the re-launch that Iskold and company realized that their core users are emotional about the things that they’re watching on TV and the things they’re consuming.
“It was because we kind of stood back and said, what we need to do is create something that will be a fit for entertainment. The big insight was that it needs to be emotional. Our users are really emotional about GetGlue and about their entertainment – so that strikes the chord with them. That was a big turn around for us.”