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X-Factor 2011 Twitter InsightCOPYRIGHTTESTIFYDIGITALLTD.ALLRIGHTSRESERVEDREGISTERED&IPAPITCHPROTECTED
CONFIDENTIAL
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Methodology
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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
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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
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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
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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
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
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
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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
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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
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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
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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
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
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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