Is Twitter really ‘The Voice’ of the people?
The Voice has certainly been one of the shining stars of Nine’s repertoire of late.
With this week’s final, I thought it would be worthwhile to have a quick look at the tweets to see how they changed over the course of the program.
I collected some 38,000 tweets to analyse. There was a distinct peak around when the winners were announced.
A quick look at the wordcloud will give you an overview of the content:
Winner Karise Eden was consistently overshadowed in frequency compared to Sarah DeBono, who came in fourth place. Considering that DeBono has been consistently Tweeting, Instagram-ming and generally keeping in close touch with her fans, it’s not a surprising result. More surprising (to me) is that she hasn’t converted that social interest into votes… an ROI begging to be measured (if only the votes were transparent!).
Not surprisingly, there were over 17,000 people who tweeted about the program over the two hour period that the show was most discussed, with the tweets very quickly tailing off after 11pm. If you believe impressions, over 29.8 million impressions (1.8 million of which were from NRL player Quade Cooper, 1.5 million from the show’s own account) to 5.1 million users were measured: a pretty impressive number for a very short time period.
An interesting comparison (certainly for me) is the results from the URL with the greatest number of impressions. With over 430,000 impressions (and second highest number of individual tweets), the bit.ly URL to a duet between Keith Urban and mentee Darren received a sum total of only 453 clicks - a pretty low conversion rate.
A quick-and-dirty sentiment analysis found a slightly more positive spin – 3618 positive sentiment tweets compared to 2868 negative. But I couldn’t say much more than that without a more indepth analysis…
All in all, a pretty impressive collection of data for the producers at Nine, yet an averagely-executed digital strategy for one of the most-watched shows this year. I don’t think there was enough digital-only content developed, and not a lot of effort about engaging and developing a community around the program.
Additionally, it would’ve been good to see some more engagement from the top 10 finalists – an opportunity for some training and education as part of building their own personal brand as well as developing that of The Voice.