The Voice: Integration With Live Television

In order to successfully to meet the wants and needs of the target audience The Voice has prioritized these three things:

• EXTEND STORYTELLING: We carefully coordinate with Coaches and artists to share their experience on social to get their authentic personalities to shine through.
• ENGAGE AUDIENCES: Meaningfully connect with The Voice community through original content, talent activations, and high impact social campaigns.
• CREATE URGENCY: Make each episode an event with live social activations tied directly to the on-air show.

THE SHORTY AWARDS

These three things help keep the audience feeling engaged and connected to the content and satisfying the wants and needs of the audience. By involving their audience in the voting and engagement of the contestants and their stories makes the entire experience more personable and appealing.

How was the social and consumer experience addressed? Was this done successfully? Explain.
The company utilized connection, collaboration, and content, each one establishing different ways to better engage the social audience and improve consumer experience. For Example:

• Connection: The Voice Instant Save: Encouraging fans to send millions of tweets each season. Each week fans vote via tweets for the artists they want to save from elimination and results are shown on-air in real time.
• Collaboration: Influencers: We work with a wide range of creators and influencers, each adding their unique voice to the conversation.
• Content: #BehindTheVoice: A full social experience that brings fans behind the scenes every step of the artists’ journey all season with intimate photography, videos, GIFs and pre-show events.

THE SHORTY AWARDS

How were the digital media followers handled?
The Voice has been engaging their digital audience with the intention of maintaining a legacy of the social experience the show evokes ” each season we ask how we can make that Social TV experience even more meaningful.”

Is there something that could have been done differently to make that experience more efficient?
The company is very successful in their mission of keeping the audience engaged and creating a Social TV experience for millions of viewers. The show puts the power in the hands of the audience and that alone creates for a more personable experience, there are things the company could have done differently to make the experience more efficient. However, that can be said for any show. Trends, technology, and consumer demands are ever-changing. The company can continue to social listen and continue to give their contestants a platform to share their story.

The voice is active on popular social media platforms such as Instagram, Facebook, and twitter, each serving a different purpose to engage audiences. Their content evokes conversation, engages interest, and keeps their consumers informed. Their biggest tool seems to be twitter, encouraging audiences to vote for contestants and use their hashtags to see exclusive content. The Voice not only uses the content to increase its viewership, it is clear that this show changes lives and shares peoples stories. With the coaches being well renowned artists, it gives the show a platform and a sense of excitement for each contestant.

Resources:
Shorty Awards. (n.d.). The voice -Integration With Live Television . The Shorty Awards – Honoring the best of social media. https://shortyawards.com/8th/the-voice-3