I vote for social

I vote for social
SHARE
THIS



Social media is revolutionising the way viewers engage and interact with their TV screens especially when it comes to voting on major reality shows like The Voice, writes Peter Anson

The power of social media can be seen on a daily basis as members of the general public take to popular platforms such as Facebook and Twitter to voice their opinions on national and global news and events.

With the potential to reach millions of people in a matter of minutes, social media is the quickest and most effective way to share your thoughts on a particular topic and be part of a movement to initiate change.

It's no surprise that brands are looking for ways in which they can monetise social media, and influence opinion towards their brands in a positive way by communicating with consumers through multiple online channels. 

Whether consumers are hitting 'like' on a brand's Facebook page, retweeting or hashtagging hot topics on Twitter in real-time, consumers are telling the world what's important to them. 

The rise in social media users can be partially attributed to the fast adoption of smartphones. Facebook now has more than one billion users, of which 680 million access via a mobile device, and Australia has one of the highest penetration rates for smartphone use in the world. 

With social media driving so much of the conversation, and with so many Australians connected to social media anytime and anywhere, the integration of social media with TV is a perfect fit.

A recent Australian survey  into the influence of social media on TV viewing habits found 43% of respondents use social media while watching TV, 42% chose to watch a TV show following a friend's recommendation on social media and 38% were made aware of a TV show from Facebook or Twitter commentary.

Considering these findings it's no wonder that TV networks and production companies are fast developing more sophisticated social TV integration to drive audience engagement, increase loyalty to boost ratings of live viewing and increase advertising and sponsorship revenue. 

We've already seen some of Australia's top rating TV shows very prominently promote social conversation to drive viewer interaction. The Voice successfully harnesses the immediacy of social media by promoting artists' hashtags and airing viewer commentary during performances, and The X Factor ensures all contestants are socially accessible – with Facebook and Twitter accounts, as well as through additional contestant-specific video content regularly uploaded via its YouTube channel. 

These leading reality shows have also embraced social media to support the viewer empowerment of voting. Traditional voting platforms like phone and SMS are still widely used, but the popularity of social media by the key demographic audience of these shows can capture incremental vote activity as a result of increased engagement. 

The return of Big Brother in 2012 brought with it the first use of paid Facebook voting for Australian TV, where the program incorporated an option for viewers to vote to save their favourite Big Brother housemate by purchasing Facebook credits. 

Via social media, TV viewers can experience deeper involvement with the show's brand, as well as the hosts, contestants and the wider audience. 

Social media users already have an opinion and the most valuable way to share this opinion is to cast a vote that impacts the outcome of the very show the viewer and their social peers are following.

Voting via social media is easy, provides a great user experience and offers additional content. For example, during the last series, Big Brother sent Facebook users a personalised 'thank you' video from the preferred housemate once a vote has been cast, and viewers were able to share their vote by Twitter, post it to their Facebook timeline and invite other friends to also download the Facebook vote app.

How a particular TV contestant trends on Facebook or Twitter is not a true reflection of the final vote results, but positive and/or negative social media feedback can certainly drive additional viewer interactivity, including counter commentary and additional votes.

Tracking user feedback in real-time online allows the production company to find out what viewers like and dislike about a show to improve the viewer's experience. Companies that listen to what social commentators are saying about them and take immediate action don't go unnoticed, and can significantly reduce negative comments being posted online.  

Specially created apps by the TV networks such as Fango and Jump-In provide viewers with easy-to-access exclusive content and increases their sense of connection with a show by enabling them to participate in program discussions and real-time polls. 

The Block used this to great effect during the Room Reveal episodes, with viewers sharing their thoughts on who they wanted to win, which was displayed almost instantly on screen as a percentage showing how many viewers agreed or disagreed with them.

The integration of social media with television not only connects viewers with a TV show as it airs, it also lets them follow the social media activities of their favourite shows, presenters and contestants afterwards to make them feel even closer to them, providing an endless supply of information that no other platforms can come close to replicating.   

Peter Anson is chief executive at Salmat Digital

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]