Monetisation

How to boost your fan engagement metrics with real-time voting events

that drive first-party data and registration into your CDP, SSO or Warehouse.

In a world with dramatically less physical attendances, the smartest organisations want to find new ways to connect directly with their audiences - whether they’re existing fans, one-off participants, influencers or prospects.

If you’ve adopted a Customer Data Platform (CDP), Single-Sign-On (SSO), Customer Identity & Access Management (CIAM) or Marketing Automation solution, your next job is to drive attention and data into it.

Voting is among the most successful drivers of attention and data conversion, but only when you get the formula right. Simply asking for an opinion and sending the audience to a form won’t cut it - you have to create a meaningful and rewarding experience.

We have developed a series of recommended steps that, if you adopt them, will massively increase your chances of success.

STEP 1 Create buzz with an outcome that matters  (to the audience, not just to you)

In order to create the buzz and motivation you need to engage large numbers of people, there must be an important decision to be made, that has real-world consequences which matter to the audience. They must care! That doesn’t mean it has to be serious, it just has to be meaningful and you need to identify a topic that they already care about. The reason TV talent shows do voting at the end of the series is because the audience has built up affinity with the contestants. They reason people don’t flock to (most) opinion polls is because their input has little consequence. Make a drama out of it!

STEP 2 Define exactly when the reveal with happen

In order to create the buzz and motivation you need to engage large numbers of people, there must be an important decision to be made, that has real-world consequences which matter to the audience. They must care! That doesn’t mean it has to be serious, it just has to be meaningful and you need to identify a topic that they already care about. The reason TV talent shows do voting at the end of the series is because the audience has built up affinity with the contestants. They reason people don’t flock to (most) opinion polls is because their input has little consequence. Make a drama out of it!

STEP 3 Give them something in return for registering

Set a time, with a ticking clock, and use that urgency in your social, email and real-world Calls To Action (CTAs). “Get your vote in before midnight tonight!”. or “You’ve got 25 minutes left”. The reason so many people vote on the EA Sport Premier League Player of The Month is because fans of players and teams are so passionate about their performances and the Premier League create a moment that matters with a trophy and a big reveal.

STEP 4 Use social sign-in to reduce friction

Adding Apple and Google Sign-in helps prevent the need for full registration and can increase conversion numbers. Of course, ensuring that the appropriate permissions are sought is important to comply with local data laws.

STEP 5 Provide a sharing mechanic to increase reach

Among the most effective ways to drive organic reach from voting is to encourage sharing. Somewhere between 1-10% of all users will share their choice of vote - if you include a link that drives others to come and have their say, you will see your numbers grow.

STEP 6 Make it interesting with rich content, video and stats

Voting should not be a task, it should be fun, rich and rewarding. If you want to extend the time someone spends with your brand then make voting into a multi-step process with additional information on the options - add video, other background information, stats, and enrich the whole process.

STEP 7 If you value volume over quality of data, make data capture opt-in

Sometimes you may prefer to simply build your email list and skip registration. In this case you can make the provision of personal data optional and skippable. This way you don’t put anyone off, but you still capture opted-in email addresses.

STEP 8 Localise with language

By launching your experience in multiple languages you could be multiplying your audience size potential dramatically. If the benefit exists, then it’s often worth the translation effort.

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