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Social CRM Agency Testify Digital Xfactor 2011: Twitter Insight & Monitoring Report
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Social CRM Agency Testify Digital Xfactor 2011: Twitter Insight & Monitoring Report

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A look at 2011's X Factor and how it was talked about on Twitter. Which contestants and judges produced the most conversation and how Twitter could predict the winners and losers each week.

A look at 2011's X Factor and how it was talked about on Twitter. Which contestants and judges produced the most conversation and how Twitter could predict the winners and losers each week.

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  • 1. CONFIDENTIAL   X-Factor 2011 Twitter Insight COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    REGISTERED  &  IPA  PITCH  PROTECTED    
  • 2. Methodology•  We use our social media monitoring platform, Testify Live with Salesforce Radian6, to monitor UK-based tweets relating to X Factor, over each weekend period of the live shows •  We record these figures•  We search for mentions of after each weekend of X Factor in various the live shows and can contexts to get an idea of draw conclusions on volume and opinion on how opinion and share- contestants and judges of-conversation changes week-on-week COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 3. Methodology COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 4. Tweeting About the X Factor COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 5. Total Tweets mentioning X Factor – Weekly Tweets about X Factor 500000Number of Tweets 400000 300000 200000 100000 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 •  The final was by far the most popular weekend for tweets about the show, followed by the opening weekend. •  Frankie kept people interested in the show; when he left the show before Week 6, and after the subsequent interest in who would be voted back in, interest in the show clearly dropped off in the later weeks COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 6. Tweeting About The Contestants COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 7. Top 8 most Tweeted-about acts – Total Series Total Mentions % of total •  Looking at the total amount1 144,157 14.03 of tweets about each act over each weekend, Little2 136,141 13.25 Mix unsurprisingly finished as the most discussed act.3 113,181 11.01 •  However Frankie was still the 2nd most tweeted about4 109,953 10.70 act despite only being in half the competition.5 108,390 10.55 •  Kitty & Amelia were only in the competition for 6 weeks6 99,747 9.70 each, Kitty was mentioned more despite Amelia7 91,732 8.93 making it to the final with less acts to talk about.8 55,589 5.41 COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 8. Most Tweeted-about Act – Total Series 4% 10% •  The chart shows the total Share of Voice for 14% 5% each act over the entire 1% series based on mentions on Twitter 2% each weekend 3% 13% •  It was the female 9% contestants that earned the most tweets overall, 5% yet Frankie was the 2nd most tweeted about act 11% overall despite only 11% being in the 11% competition for 5 weeks COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 9. Weekly Tweets mentioning each ActThe Risk 100%Little Mix 90%Nu vibe2 Shoes 80%Sophie 70%Amelia 60%Misha BJanet 50%James 40%MarcusCraig 30%Frankie 20%JonjoSami 10%Johnny 0%Kitty Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10•  The graph shows each act’s share of tweets and how they changed each weekend COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 10. Tweeting Who Should Win COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 11. % of Tweets mentioning an act to win – Total Series •  The chart shows Marcus each act’s Share of 26% Voice over the whole series for tweets saying they should win Little Mix 46% Janet 3% Misha B 5% Amelia 10% COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 12. Win % of each act based on Tweets - Weekly The Risk 100% Little Mix 90% Nu vibe 80% Sophie 70% Amelia 60% Misha 50% Janet Marcus 40% Craig 30% Frankie 20% Sami 10% Johnny 0% Kitty Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 10 Sat Sun•  The graph shows the Share of Tweets each weekend for each act in terms of tweets saying they should win.•  The girl’s category started off as the strongest contenders, before Little Mix & Marcus emerged as clear favourites after Week 6. COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 13. Weekly Win Percentage Share of Tweets The table shows the weekly percentage share of tweets that said an act should win. At least one of the 2 acts that had the fewest share was always in the bottom 2  Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Sat Week 10 Sun  Percentage Share of Tweets saying an act should winKitty 2.34 4.4 6.20 6.70 4.10 3.70          Johnny 7.3 10 26.60 10.50 6.50            Sami 1.65 2.5 1.20                Jonjo 0.74                    Frankie 4.5 4.7 6.50 6.80 7.40            Craig 9.3 8.8 3.80 12.10 14.70 12.80 4.70        Marcus 4.8 6.1 7.00 14.90 31.90 31.80 17.00 34.90 28.90 26.90 28.50James 2.6                    Janet 26 17.8 13.00 6.70 7.60 5.90 3.30 6.10      Misha 19.1 20.3 21.20 11.50 10.10 5.90 5.30 8.80 15.30    Amelia 5.9         25.60 15.20 23.80 19.70 21.60  Sophie 3.8 7.6 6.80 5.20              2 Shoes 1.88                    Nu vibe 2.8 1.56                  Little Mix 0.62 3 2.70 18.00 10.20 14.30 54.50 26.50 36.10 51.50 71.50The Risk 6.7 13.2 5.00 7.70 7.50             Bottom 3, No Public Nu Vibe Sami and Sophie and Kitty and Kitty and Craig and janet and No public Bottom 2 n/a n/a vote and Frankie Kitty Misha Johnny and Misha Amelia misha vote The Risk Johnny and Little MixEliminated   Nu Vibe Sami Sophie Kitty Craig Janet Misha Amelia The Risk Win COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 14. Tweeting About The Judges COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 15. Most Tweeted-about Judge – Total Series26% 24% •  Over the 10 weekends, Kelly was the most discussed Judge on Twitter, followed by Tulisa, Louis, and Gary, who was the least talked about judge 20%30% •  Kelly’s absence due to illness in week 4, the dominance of her girls in the Total Mentions % of Total early weeks, and Amelia’s 101,288 30.44 comeback towards the end offer reasons as to why she 86,448 25.98 got people talking the most 78,882 23.71 66,105 19.88 COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 16. Weekly Tweets mentioning each Judge 100%Tulisa 90% 80% 70%Kelly 60% 50%Gary 40% 30% 20%Louis 10% 0% Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10•  The graph shows how each judges Share of Tweets changed each weekend•  The spike for Louis in Week 5 was when he was forced to choose between his 2 acts; Kitty & Johnny•  The spike for Kelly in Week 4 was due to her ‘dubious’ absence, and she takes a larger share in Weeks 8 & 9 when she still had 3 acts remaining COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 17. Meet Testify COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 18. How we work… COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 19. We are Testify – THE Social CRM AgencyWHO ARE WE?We are a Social CRM agency focused ondriving awareness, advocacy andconversion through influence andengagement. ABOUT OUR FOUNDERS: •  Mark Joseph and John Barton •  Founders of Steak Social and Steak Affilliate departments •  Campaign Award Winners: Social Media Innovation/ Digital Strategy 2010/2011 – Media Week 30 Under 30 COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 20. Brands working with Testify… Our Services… LISTEN INNOVATE MONITOR PROMOTE PERFORM & PLAN & BUILD & ENGAGE & REACH & CONVERTSocial Auditing Concepting Social PR Benchmarking Digital Display Facebook Commerce Benchmarking Facebook Apps Social PR Monitoring Paid Search Social AffiliatesSocial Strategy Smartphone Apps Influencer Identification Facebook Marketplace Lead Generation Landing Page Build Influencer Outreach Fan Generation Audience Retention Mini Sites Crowdsourcing Social Shopper Marketing Social Commerce COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED    
  • 21. Thank You! COPYRIGHT  TESTIFY  DIGITAL  LTD.  ALL  RIGHTS  RESERVED