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Exclusive: SocialGuide launches 'On Now' for real-time analysis

SocialGuide has just launched an exciting new product as part of their SocialGuide Intelligence (SGI) product that we’ve covered before. The Brooklyn-based social TV data company continues to gain traction within the competitive space by focusing solely on Twitter, which of course lends itself to real-time the most. Now they’re launching a new tool called “On Now” (in beta) dedicated to helping social TV producers and marketers make sense of TV data in real-time. CEO and Founder Sean Casey shared the launch with Lost Remote exclusively, outside of their clients.

HISTORY has already been using this tool to track success for Hatfields & McCoys, as A+E’s Evan Silverman told us earlier. This is a giant step for SocialGuide which will have an even greater opportunity to compete for market share outside of the marketing and research departments. TV producers can now use their dashboard and tools to watch chatter around programming as it’s happening. Users of the tool will be able to reply and retweet directly within the tool.

On Now may also prove to be a powerful on-air visualization tool that could compete with Mass Relevance and Never.No‘s offerings. Casey told us that, “Pushing our real-time graph and future visualizations, statistics, and tweets to air or second screen platforms from SGI is a possibility for sure.” Here are more details:

Lost Remote: How does ‘On Now’ work?

Sean Casey: SocialGuide Intelligence’s “On Now” is the first real-time Twitter + TV dashboard for US television. With On Now our clients can view the Twitter activity – as it is happening live – for every program aired across the 228 unique TV channels SocialGuide covers. On Now Includes:

Real-time Graph: Our Real-time Graph is an interactive visualization of the Twitter activity happening around a TV program. It color codes comments from the audience according to the number of followers they have. Our clients can click on any of the color coded boxes and interact directly with their audience in real-time. It also displays the comments coming from the Network, Program and Cast accounts.

Activity detail: We also provide a real-time dashboard view of the social TV activity that includes:

• Streams: On Now offers streams of the Audience, Cast and Program/Network accounts. Each tweet includes the number of followers and number of comments within the interface.

• Audience: Organizes the users by Most Followers and Most Engaged (comments)

• Most-Retweeted: Surfaces the most retweeted comments of those users associated with the show, as well from the audience. Most retweeted shows what comments are getting the most buzz.

• Conversation Tab: Generates real-time analysis of the comments (# hashtags, @replies, retweets), shared check-ins, top hastags, and the most popular applications the audience is Tweeting from.

The user can reply, retweet, or favorite any Tweet in the real-time graph or activity detail dashboard and comments that have been engaged with are marked to eliminate confusion.

LR: Why did you launch it?

Casey: We launched On Now because the number one thing we heard from our clients was that while they loved the reporting features in SocialGuide Intelligence, they wished they could get all of the same insights about their Twitter TV audience in real-time. Furthermore, we firmly believe that Tweets are more than just data points to be measured, they also represent an opportunity for networks to engage directly with their audience members. This is what’s unique and powerful about Twitter TV activity – every Tweet is a potential point of engagement. We built On Now from the ground up to provide real-time visibility into the linear, Twitter + TV audience and provide the tools to allow for the most effective and streamlined communication between networks and their audiences.

LR: Is it part of SGI or a separate product?

Casey: Our “SocialGuide” and “On-Now” are the real-time features of SGI and included in a SGI license.

LR: How will it make TV more social?

Casey: “On-Now” was designed to make the networks’ live Tweeting more intelligent and efficient. It has the potential to make TV more social because it empowers social media managers at TV networks to see who their most influential audience members are and engage with them directly. These engagements have the potential to help drive desired social behavior.

LR: Have any TV partners used it yet?

Casey: On Now is currently in beta and our client A&E Networks is using On Now to manage their live tweeting for primetime shows like Hatfields & McCoys. ABC Family, truTV, are using it as well. MTV’s social media team used On Now to live Tweet during their recent Movie Awards.

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