Tuesday, October 18th, 2016 | 2 min read
On The Voice, the contestants aren’t the only ones sharing their, well, voice with the world. The global phenomenon drives an astounding level of social media traffic, as viewers tweet, post, and snap about the judges, the outfits, sometimes even the performances themselves!
It’s a tremendous amount of information to capture, but for Talpa, the company that produces The Voice, the data is a vital way to track feedback about the show. And with that knowledge, Talpa can improve the program and ultimately drive its viewership numbers even higher.
So, how does Talpa gather these insights? They listen, of course.
Social listening has evolved rapidly over the past few years. Gone are the days of setting an alert that just recognizes when somebody tweets a certain word. Now companies can build comprehensive listening strategies that generate detailed insights that can be used to create real, positive business outcomes.
With Sprinklr’s social listening solution, Talpa can track viewer sentiment in real time and use that knowledge to engage with its audience. Here’s where it gets tricky: The Voice has over 65 local productions that are seen in over 180 countries.
Talpa’s listening efforts are so robust that it can glean country and language-specific insights. What people like in Brazil may not go over too well in Sweden, and Talpa is capable of capturing that information at the speed of social.
What’s more, Talpa can dive deeper and track sentiment around specific judges and performers. The solutions allow for a centralized, global view of how all formats of The Voice are performing on social.
The result? A strong grasp of how people feel about its product, and beyond that, a 20% increase in social engagement. The power of social listening is what made The Voice popular in the first, and is what allows Talpa to make the show even more popular for years to come.