Groundswell Awards–TweetLevel and MTV
Time in summing up what were the best Twitter moments of 2010, named TweetLevel’s partnership with MTV within the top 10.
We are proud of this achievement and the way that this energized MTV’s customers to help evangelise its service. This post is therefore part of Forrester’s Groundswell Awards submission documents – would love to know whether you think it should win too.
Follow Me: The Search for the First MTV Twitter Jockey
The creation of an innovative social media monitoring tool, that help turned MTV’s search for a new ‘Twitter Jockey’ into what Time magazine described as, “one of the top 10 Twitter moments of 2010”
MTV wanted to re-establish itself as the go-to point for 18-35 year olds, who were starting to find the channel’s broadcasting approach outdated, especially compared to the levels of interaction and engagement they were experiencing in social media.
The channel’s solution was to stage an ‘Apprentice-style’ reality show, to find their own social media correspondent – a ‘Twitter Jockey’ or ‘TJ.’ In the true spirit of Web 2.0, the identification and selection of MTV’s first TJ would be ‘crowd-sourced’ i.e. chosen from and by the MTV audience.
The difficulty MTV faced – and challenged the agency to solve – was how to create a fair way to evaluate the performance of each participant.
Not only did the solution have to be fair but its methodology had to be transparent to create a winning score that matched the attributes of an MTV employee.
MTV demanded a tool that would be 100% reliable and provide an accurate way to illustrate each contestant’s influence, as opposed to popularity, on Twitter.
Working in partnership with Twitter and MTV, the agency created a unique tool that compiles Twitter data from over 30 sources and feeds the data through an algorithm to rank an individual according to four weightings:
- Popularity (i.e. How many people follow you)
- Influence (i.e. What you say is interesting, relevant and many people listen)
- Engaged (i.e. You actively participate within your community)
- Trusted (i.e. People believe what you say)
A website was created to allow people to identify their MTV TJ score, based on a real-time, weighted aggregate of the four ranking metrics listed above.
The Campaign Roll-Out
The competition was rolled out as a five phase project.
Step 1: Validation of tool
Step 2: Public Launch
Within 48 hours of launch, over 1 million data requests had been retrieved. Coverage of this new product was incredible – including PRNewswire stating that it was one of the five most important PR innovations of the year.
Step 3: MTV beta launch
Working in tandem with Amex (sponsor partner), Twitter (technology partner) and MTV, a customised version of TweetLevel was incorporated into Viacom’s network (parent company). For a six week period, the site was stress-tested to ensure there would be 100% reliability.
Step 4: Media launch
An integrated broadcast, online, on air, Facebook and Twitter campaign launched in June 2010 to huge acclaim.
TweetLevel was used firstly to narrow-down who the top 20 finalists should be, from the thousands who applied, to eliminate contestants and finally identify the winner.
Step 5: Competition launch
The campaign ran from July 7 2010 to August 9 2010 and culminated in Gabi Gregg winning the contest to become the first ever Twitter Jockey.
MTV selected Edelman’s TweetLevel as our measurement tool because the four criteria it uses to evaluate people are the same principles we believe our first-ever TJ needs to have. TweetLevel also gives people handy tips for improving their scores, so we expect the rivalries to be fierce as the contestants compete against each other. – Dave Sirulnick, MTV Executive Vice President
The competition was a phenomenal success with TweetLevel providing instant results. Highlights of the campaign include:
- Time recognised campaign as one of top 10 twitter moments of 2010 – link
- Zero downtime for duration of competition
- Mashable provided frequent positive coverage – link 1, link 2, link 3
- New York Times published articles prior and post the competition – link 1, link 2
- US generated coverage on all key tier 1 media including CNN, New York Times and Mashable
- TweetLevel featured on CNN, Sky News, Brand Republic
- For MTV’s target audience of 18-35 year old in the US, the campaign managed to ignite and create conversations around MTV and its engagement through social media that hitherto had not been possible
- At the time of submission over 130,000 people were part of the Facebook page and a further 25,000 people were following on twitter
Filed under: analyst relations | Leave a Comment
Tags: edelman, Forrester, groundswell, influence, mtv, social media, tweetlevel
syndicate and subscribe
Most active posts
top posts all time
- Trends: The Battle For CMO Mind Share | Forbes on Top analyst blogs
- Analyst technology predictions 2011 « Technobabble 2.0 on Technology predictions 2010
- Social Media: Blueprints, eBooks, Guides, Tutorials and Whitepaper - Kleckerlabor on White paper – distributed influence: quantifying the impact of social media
- The Internet of Things and Change | Forbes on Top analyst blogs
- Tuesday's Tip: Why Context Matters – Forget Real-Time, Achieve Right | Social Media Blog Sites on Top analyst tweeters (via TweetLevel)
- January 2015 (1)
- December 2012 (1)
- October 2012 (2)
- August 2012 (2)
- July 2012 (1)
- February 2012 (3)
- January 2012 (3)
- December 2011 (4)
- November 2011 (2)
- October 2011 (1)
- September 2011 (4)
- August 2011 (1)
- July 2011 (3)
- June 2011 (1)
- May 2011 (4)
- April 2011 (3)
- March 2011 (1)
- February 2011 (1)
- December 2010 (1)
- November 2010 (1)
- October 2010 (2)
- September 2010 (3)
- August 2010 (1)
- July 2010 (10)
- June 2010 (3)
- March 2010 (1)
- February 2010 (7)
- January 2010 (5)
- December 2009 (4)
- November 2009 (4)
- October 2009 (3)
- August 2009 (7)
- July 2009 (3)
- May 2009 (2)
- March 2009 (7)
- October 2008 (2)
- August 2008 (2)
- July 2008 (3)
- June 2008 (5)
- May 2008 (9)
- April 2008 (8)
- March 2008 (7)
- February 2008 (9)
- January 2008 (18)
- December 2007 (3)
- November 2007 (9)
- October 2007 (8)
- September 2007 (5)
- August 2007 (6)
- July 2007 (8)
- June 2007 (6)
- May 2007 (15)
- April 2007 (9)
- @TNLUK is your website down? 1 month ago
- @ebookers I've asked repeatedly why you allowed us to book apartment that you knew had no disabled access-no reply. New room same problem 2 months ago
- DO NOT USE @EBOOKERS IF YOU HAVE A DISABILITY PUT IN APARTMENT NOT ACCESSIBLE FOR SOMEONE WITH DISABILITY & REFUSE TO DO ANYTHING ABOUT IT 2 months ago
- Microsoft comes out in support of remaining in the EU in a letter to its 5,000 UK employees itv.com/news/2016-05-1… 5 months ago
- RT @suzanne_baum: Can we get this story in local paper please @times_series ? I can give you all details twitter.com/suzanne_baum/s… 6 months ago
This work is licensed under a Creative Commons License
DisclaimerThis blog accepts forms of cash advertising in the form of link placement. However, neither my employer nor myself endorse in any way the sites that are linked.