NBC’s THE VOICE
For those of you who are interested in stuff like American Idol or have even been anywhere near a TV source will know that there’s a new reality talent based show called The Voice. It is essentially American Idol but with alterations on the importance of different elements of the artist “package”. Needless to say “The Voice” values … vocal ability (enlightening, right?). Contestants are chosen with the judges back turned.
I have been consumed by this show for the past few days, and I LOVE IT. Sad to say I think Team CEE-LO is going to win, although I personally probably connect more with Adam Levine. Bad choice to let Mathai go though, she was one of my favorites.
Social Media as the Prescription to Business Illnesses
So why have I chosen to write about this? Because The Voice is exemplary at using social media not only as an addition to their business, but as fundamental to the solution of their most pressing business problems.
Let’s think for a minute, and be real. How does NBC make money from The Voice? Mainly through advertisements and sponsorships… What do these forms of revenue hinge on? Viewership: People have to watch The Voice for it to make money. Common sense right?
I’m not going to talk about how social media increases their exposure or whatnot, that’s also common sense, any business can benefit from that. Now what problem might TV Shows in particular have in terms of Viewership?
Oh, maybe just a few million people who can STREAM THE HECK OUT OF IT ONLINE.
So what happens when we stream? We don’t see any of the advertisements NBC would like us to gobble up and happily embrace in our consumerism ways. They lose money.
So how does social media solve this?
1. It sells being part of the same belief, and that your opinion matters.
Now you get to not only support your favorites, but to do it collectively proves you are a true fan, connected with millions with the same ideas and same tastes. You can not only connect, but you can disagree, and even reach out to the show through the platform. The Voice is giving you a voice. But this is only possible if you watch the show Live … and where is that? On TV. With all the commercials.
2. It makes Timing of Consumption important
Not only are you part of a team of millions watching the same thing, but it now becomes a privilege to watch it AT THE SAME TIME, which means at the same source: TV. With streaming you only get PART of the experience, you are later than everyone else, and even though it may be the difference of only a few hours/days. You now feel extremely out of the loop, thus drawing viewers in to the good old TV.
3. They can now incorporate Telecom Companies as Sponsors (Sprint)
Your favourite artist just had a breakdown? No worries, they are sitting in the Sprint lounge waiting for you to tweet them a “OMG NO WAY, YOU WERE THE BEST! TRUST.” with plenty of emotes. Telecom companies now have incentive to become sponsors because most people will be tweeting with the thing that’s most handy at the time: a mobile phone. And since timing is now important, they can be guaranteed that they are getting the exposure they need to draw in your business, even if it means setting up an “expensive” lounge.
So in this way The Voice uses Social media as not only an addition to its business arsenal, but an integral part of solving the most pressing issues the industry faces today.