Introduction
The entry discusses the TV show called “The Voice”, which goes in to a description of what the entry is for the singers. It Is meant to be fun, entertaining, and competitive.
But, they first put in an understanding on how to make the Social TV experience better, and more meaningful through story telling. Their goal is to bring in the most audience engagement they can by hearing about the reviews from others.
- What was done successfully to meet the wants and needs of the target audience?
They already have their whole goal out on how to story tell, engage the audience and create urgency. The way they tell the story is extremely driven and an entertaining way. They coordinate with many other people such as coaches and artists, work as a team in order to understand what works best by sharing a story. The goal is to really show their personalities and sharing their personal experiences. It is a good idea to create great social campaigns as one of their goals to engage audience. They also “create urgency” is a way that is makes all episodes have social activities.
A result, they met all of these goals, and they are one of the most popular shows.
They also use techniques such as the Voice Instant Save, Skybox, and Personalized Content for fans so that they can have the right engagement through many different types of platforms, especially on Twitter. This is where the audience is able to vote through twitter, a call to action from the screen, and interacting one-on-on from using the Hashtag #chairmeup.
They use influencers and partners with social platforms in order to collaborate affectively. Being able to bring in connections, collaborations and affective content is what makes this successful over all for the target audiences. There are many strategies for being able to vote with different options over a phone, or social media. There are ways the audience can directly interact with them using a Hashtag, and they organized a whole strategy to be able to meet all of their needed goals to reach the over all success.
- How was the social and consumer experience addressed? Was this done successfully? Explain.
The Social and Consumer experience was addressed by first, understanding their audience. Who is their main target audience, and how can they meet their audience?
There is no easy answer for this on the Voice. This show attracts various age groups and many geographic. This is why it is important that they choose various ways to access the content on the show and use many types of platforms about the show so that they can reach all audience engagement.
They use many social media platforms, have their own episodes that can be accessed on a laptop via NBC website, and they also have their own app to download so that everything is convenient for all consumers.
Looking at the statistics, proves that they are very present on social media platforms that add to a very present social and consumer experience that adds to its success.
The Facebook for the Voice has 17.4 million followers/likes. They post regularly every day and that including video content from the show. The latest one is in competition with the latest contestants and it is a short duration of 5 minutes, to keep it short and simple. Their second post was 18 hours ago, where they list the artists that will be the judges starting with Bebe Rexha, Dua Lipa, and Ella Mai. This post received 2.1K likes. Their daily posts that show video content usually gets 12 to 15k likes. Its Instagram has 1.8 million followers and 5k posts. They still post many videos, but also regular posts.
Not only including the social media platforms does it add to its success, but the website and apps as well. On the NBC Website, it lists everything for The Voice, as well as each season and episode. It looks highly organized.Out of curiosity, I clicked on an episode to see if it works, and it does. I noticed there is also a mobile app for the Voice.
Over all, this whole experience is extremely successful to all consumers and goes beyond expectations for viewings and engagement.
- How were the digital media followers handled?
As mentioned above, The Voice is very active on digital media. They have a whole goal planned out in order to first engage audiences with great content, and get their followings that way. After looking at a post by Mashable, there is a huge discussion on “How a TV Show Became a 24/7 Social Media Conversation”.
This already answers a lot about the success of their digital media, and how they have a great understanding on how to handle their digital media followers.
The Voice is the top rated TV show as, “Mashable spoke with Nicolle Yaron, the show’s supervising producer, Andrew Adashek, the social media consultant, and Alison Haislip, the social media correspondent, about the show’s social media integration and why it’s effective” (Drell, Lauren. “The Voice: How a TV Show Became a 24/7 Social Media Conversation.”).
It mainly used twitter, which was a good source for “trends” that can easily show on Google. Twitter is also great because a lot of journalists write articles and include Twitter posts from fans.
What is interesting is how all the content is on NBC, but NBC doesn’t promote them on their own social media. Instead, the Voice does it all on their own, and contains all organic followers handles.
Marshall goes in to explaining the importance of digital media being handled affectively by stating, “In this day and age, digital and social media for a successful television show can’t be an afterthought — it has to be established in pre-production and developed throughout the show,” Yaron says. She and Adashek laid out a three-stage digital strategy and spent countless hours figuring out the social media strategy and how the show would leverage the judges and the artists. “All the goals we set out have been reached or exceeded, and I think it’s only going to grow and grow as we go into next season. As digital and social media change, we will change too. We set the trends now and we will incorporate new technologies as they develop.”
The fact that they highly encourage everyone to go on to their digital platforms such as Twitter to vote is what is a huge perk for them (Drell, Lauren. “The Voice: How a TV Show Became a 24/7 Social Media Conversation.”)
- Is there something that could have been done differently to make that experience more efficient?
There is nothing I can think of that they could have done differently to make the experience more efficient. They do everything they should be doing to make audiences happy. The content can easily be accessed using media buyers on NBC for broadcast distribution. They also have other sources of distribution for the show, including their own app of the episodes. Thus, if audience members do not have access to a TV or phone, or label it as inconvenient, they can also watch it on the NBC website.
In addition, say they miss an episode; there is always news of the latest updates on their Facebook and Instagram pages. There are also many ways on how to vote based on what is most convenient for the audience members. Whether that is to put a vote in a phone call, or on social media. Over all, they are FULLY engaged with their diverse audiences in every way, and it is easy for anyone to vote.
References
Drell, Lauren. “The Voice: How a TV Show Became a 24/7 Social Media Conversation.” Mashable, 15 June 2011, mashable.com/2011/06/15/the-voice-social-media-nbc/.
“NBC’s The Voice (@Nbcthevoice) • Instagram Photos and Videos.” Instagram, http://www.instagram.com/nbcthevoice/?hl=en.
“The Voice.” Facebook, http://www.facebook.com/NBCTheVoice/.
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