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This post is another Marketing assignment for my school, Southern New Hampshire University (SNHU). A previous assignment, A Day in the Life of Digital Media, was published on March 8, 2020.
This assignment will be focused on one of my favorite reality shows, The Voice. This show has been quite special since its launch and continues every season to showcase great talent from around the country.
However, this post is not about the talent. It's about the effectiveness of the Voice at meeting the needs of the audience. This assignment will answer the following questions to help you understand how the show is able to meet that demand:
- What was done successfully to meet the wants and needs of the target audience?
- How was the social and consumer experience addressed? Was this done successfully? Explain.
- How were the digital media followers handled?
- Is there something that could have been done differently to make that experience more efficient?
Meeting the Needs of the Target Audience
Before the Voice, there were other singing competition shows out there like American Idol and Factor. These shows were all great. But none of them featured the signature spinning chair, great collection of judges, and more importantly, audience interaction.
Audience interaction through social media is what made the Voice so much different than the other reality television singing competitions. The Voice met the people right where they were at – on Social Media. They allowed interaction via Facebook, Twitter and through the use of the “connect” platform (Wikipedia, n.d.).
The audience used the Voice app to vote for the contestants, Twitter to hashtag their favorites, and Facebook to interact within the community. The Voice and Social Media were truly a match made in heaven.
Addressing the Social and Consumer Experience
As previously mentioned, the Voice used social media to enhance the viewer's experience. By being able to take part in the selection process, the viewers felt like their voice, no pun intended, mattered.
Not only that, but it just made perfect sense to get viewer input as the viewer would later become of the consumer of future content. What I mean by that is, the viewers would be the ones buying the records and following their chosen artist for the life of their singing careers. So, although the judges were well qualified to determine a winner, the audience is where it really mattered.
The Voice simply offered the perfect blend of social presence and user's needs. It's what makes this show one of the best on television now and for many years to come.
Handling of Digital Media Followers
Many people may not realize that The Voice was not entirely an original concept, but a recreation of the famous Dutch television show, The Voice of Holland (Drell, 2011). From concept, the creators wanted to make the experience social, much in the same way as the original and internationally Twitter trending show in Holland (Drell, 2011).
As you can imagine, Holland and the USA are like David and Goliath in terms of size. If this show was going to trend in the same manner as it did in Holland, the infrastructure would need to be there to support it. Social media was included in the concept, and because of that, it made it that much easier to handle the tweets, the follows, the likes and mentions, and every other online whisper associated with the show. And according to Dwell, [Yaron says], “as digital and social media change, we will change too” (para. 8).
Making the Experience More Efficient
Making something really big into something fairly manageable is no easy task. Imagine trying to filter more than 3,000 tweets per minute during a live episode and then around and identify and act upon the most relevant ones. It was the jobs of Andrew Adashek, the social media consultant, and Alison Haislip, the social media correspondent to make this process as efficient as possible.
Not only were they able to manage the tweets, but also the conversations that go on 24/7 between the artist, coaches, and fans on the other platforms. Efficiency is what has kept this show running seamlessly for more than 17 seasons. I can't say there is anything more efficient that could have been done as it has worked well for so long.
In conclusion, The Voice started with the end in mind by designing a concept to implement social media into every aspect of the user's experience. In doing so, it has created one of the most followed and interactive TV series in American history. It's a process that has worked for more than 17 seasons and will continue to improve for seasons to come.
Drell, L. (2011, June 15). The Voice: How a TV Show Became a 24/7 Social Media Conversation. Retrieved from https://mashable.com/2011/06/15/the-voice-social-media-nbc/
Wikipedia. (2020, March 29). The Voice (franchise). Retrieved from https://en.wikipedia.org/wiki/The_Voice_(franchise)