social crm agency testify digital xfactor 2011: twitter insight & monitoring report

8/2/2019 Social CRM Agency Testify Digital Xfactor 2011: Twitter Insight & Monitoring Report

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X-Factor 2011 Twitter InsightCOPYRIGHTTESTIFYDIGITALLTD.ALLRIGHTSRESERVEDREGISTERED&IPAPITCHPROTECTED

CONFIDENTIAL


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Methodology

COPYRIGHTTESTIFYDIGITALLTD.ALLRIGHTSRESERVED

We use our social mediamonitoring platform,Testify Live with

Salesforce Radian6, to

monitor UK-based tweets

relating to X Factor, over

each weekend period of

the live shows

We search for mentions ofX Factor in variouscontexts to get an idea of

volume and opinion on

contestants and judges

We record these figuresafter each weekend of

the live shows and candraw conclusions on

how opinion and share-

of-conversation changes

week-on-week


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Methodology



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Tweeting About the X Factor



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Total Tweets mentioning X Factor Weekly


The final was by far the most popular weekend for tweets about theshow, followed by the opening weekend.

Frankie kept people interested in the show; when he left the showbefore 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

0

100000

200000

300000

400000

500000

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

Tweets about X Factor

N

umberofTwee

ts


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Tweeting About The Contestants



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Top 8 most Tweeted-about acts Total Series


Total Mentions % of total

1 144,157 14.032 136,141 13.25

3 113,181 11.01

4 109,953 10.70

5 108,390 10.55

6 99,747 9.707 91,732 8.93

8 55,589 5.41

Looking at the total amountof tweets about each act

over each weekend, Little

Mix unsurprisingly finished

as the most discussed act.

However Frankie was stillthe 2

nd

most tweeted aboutact despite only being in

half the competition.

Kitty & Amelia were only inthe competition for 6 weeks

each, Kitty was mentionedmore despite Amelia

making it to the final with

less acts to talk about.


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Most Tweeted-about Act Total Series


10%

5%

1%

13%

5%

11%

11%

11%

9%

3%

2%

14%

4% The chart shows thetotal Share of Voice foreach act over the entire

series based on

mentions on Twitter

each weekend

It was the femalecontestants that earnedthe most tweets overall,

yet Frankie was the 2nd

most tweeted about act

overall despite only

being in thecompetition for 5 weeks


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Weekly Tweets mentioning each Act


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


The Risk

Little Mix

Nu vibe

2 Shoes

Sophie

Amelia

Misha B

Janet

James

Marcus

Craig

Frankie

Jonjo

Sami

Johnny

Kitty

The graph shows each acts share of tweets and how theychanged each weekend


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Tweeting Who Should Win



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% of Tweets mentioning an act to win Total Series


Marcus26%

Janet3%

Misha B

5%

Amelia

10%

Little Mix

46%

The chart showseach acts Share of

Voice over the

whole series for

tweets saying they

should win


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Win % of each act based on Tweets - Weekly


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

Sat

Week 10

Sun

The Risk

Little Mix

Nu vibe

Sophie

Amelia

Misha

Janet

Marcus

Craig

Frankie

Sami

Johnny

Kitty

The graph shows the Share of Tweets each weekend for each act in terms oftweets saying they should win.

The girls category started off as the strongest contenders, before Little Mix &Marcus emerged as clear favourites after Week 6.


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Weekly Win Percentage Share of Tweets


Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Sat Week 10 SunPercentage Share of Tweets saying an act should win

Kitty 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 28.50

James 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 71.50

The Risk 6.7 13.2 5.00 7.70 7.50

Bottom 2No Public

vote

Nu Vibe

and Frankie

Sami and

Kitty

Sophie and

Misha

Bottom 3,

Kitty and

Johnny and

The Risk

Kitty and

Misha

Craig and

Amelia

janet and

misha

No public

voten/a n/a

Eliminated Nu Vibe Sami SophieJohnny and

The RiskKitty Craig Janet Misha Amelia

Little Mix

Win

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


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Tweeting About The Judges



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Most Tweeted-about Judge Total Series


Total Mentions % of Total

101,288 30.44

86,448 25.98

78,882 23.71

66,105 19.88

30%

26% 24%

20%

Over the 10 weekends, Kellywas the most discussedJudge on Twitter, followed

by Tulisa, Louis, and Gary,

who was the least talked

about judge

Kellys absence due toillness in week 4, the

dominance of her girls in the

early weeks, and Amelias

comeback towards the end

offer reasons as to why she

got people talking the most


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Weekly Tweets mentioning each Judge


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Tulisa

Kelly

Gary

Louis

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 alarger share in Weeks 8 & 9 when she still had 3 acts remaining


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Meet Testify



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How we work



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We are Testify THE Social CRM Agency

WHO ARE WE?

We are a Social CRM agency focused on

driving awareness, advocacy and

conversion through influence and

engagement. 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



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social crm agency testify digital xfactor 2011: twitter insight & monitoring report

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