Increasing Employee & Client Engagement

American Idol OWNS TV!   It is the most popular show on TV today and has been for many years.  I know dozens of people who not only watch the show, but are obsessed with it.  Their Tuesday’s and Wednesdays are always booked.  They live and die by what happens each week.  They watch and read as much as they can.  They spend an hour or two voting each week.  The amazing thing is the wide range of watcher segments.  It goes from teenage to retired.  It is more than just a singing competition… It is a National and probably Global obsession.  I hope this case study can bring the elements of engagement together for you.

What Makes American Idol The Top Rated Show…

American Idol encompasses engagement.  That is why the show is a continuous hit.  When you combine all the core elements of engagement and add in the chance for viewers to particpate in the show and really involving them and making them feel a part of it by allowing them to vote.   It is a winning combination.  I feel if the judges picked who stayed and who went, it would not be as widely successful and why it has dwarfed Survivor, Road Rules, Big Brother and others.

American Idol Uses Several Engagement Strategies… Yesterday, I mentioned how American Idol invited feedback from the judges and this gets the audience engaged.  It is LIVE.  There is no editing.  It is real time feedback.  The judges are put on the spot to offer genuine, authentic, and transparent observations about the performances.  It makes people choose sides.  They agree with the judges or they don’t.

It Creates deep connections and associations with the viewers… All of the performers are also genuine & authentic.  They talk about them so you feel like you really know them.  A big difference from dancing with the stars.  They take you behind the scenes and show the towns excitement for them and what it took for them to get where they are.  Not only do the viewers connect and identify with each participant, they connect with other viewers.  The have created an American Idol community with chat rooms, forums to talk about the show.  Up to date info.  This makes it spread horizontally.
American Idol Gets It… People spend hours not just watching the show, but actually taking their most greatest asset, time, to vote.  That participatory involvement is crucial.  It takes the viewer from a bistandard to the action oriented verb.  No longer a viewer, but a RAVING FAN!!!  I expect in the not to distant future we will see Twitter or another instant messaging tool enabled on the show more engaging than texting brought to the limelight.  Constant feeds, instant engagement on the TV or online.  That will take it to another level.

What Corporations & Businesses Can Learn From American Idol… Obviously what this whole platform is about.  Engage your audience.  Make it a two way stream.  One where participation is not only welcomed, but expected.  Determine ways that will have action, and determine a call to action.  Make it part of the strategy and not just an after thought.  Encourage Engagement.  Make people choose sides.  Take polls and have clients and employees part of the decision making process.  Make them feel they have a part in the success.  That their opinion matters and they can add value.  This will draw not only experiences, but form a closer identity, connection and association with your company & brand.

What engaging strategies are you using?  What ways can you involve your audience?  What ways can you encourage engagement?