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Record-Breaking Season Premiere X-Factor Drives 2.1 Million Social Conversations and Over One Million New Fan Profiles

Awareness Social Marketing Hub Offers Deep Insight Into Fans and Behaviors of X-Factor's Social Following

BURLINGTON, MA--(Sep 20, 2021) -  Awareness Inc., the provider of social marketing solutions for brands and agencies, today unveiled the results of its social monitoring campaign for X-Factor -- the most talked-about series premiere in TV history.

X-FactorAcross the two-night Season 2 premiere, X-Factor garnered a record-breaking 2.1 million brand-related conversations across social media channels including Facebook, Twitter, Google+, Flickr, YouTube, Vimeo, and Reddit. Awareness' flagship product, the Social Marketing Hub, monitored all 2.1 million conversations and then leveraged the software's newly announced Social Marketing Automation suite to collect the profile and social behavior information of 1.1 million unique viewers who discussed X-Factor during the premiere. For comparison, The Voice premiere clocked in 16,000 brand-related mentions with 15,000 unique authors. In addition, The Voice judges generated 31,000 mentions while X Factor judges raked in 200,000 mentions from 72,000 viewers.

"By using Awareness' Social Marketing Hub and, specifically, the social marketing automation suite, we at FOX and X Factor can gain a much deeper understanding of our audience," says Bryan J. Gonzalez, director of emerging platforms of FOX Digital. "By analyzing the social profiles of 1.1 million newly identified fans, we have an opportunity to learn a great deal about our fan's favorite shows, other interests and viewer demographics."

The new Social Marketing Automation capability, fully integrated with the Awareness Social Marketing Hub, is comprised of three core components that equip marketers with the tools to increase their social marketing sophistication:

  • Social Prospecting - Easily identify new pipelines of prospects from the social web using their own defined set of social demographics and activity criteria (e.g. identifying users who are engaging with competitors' brands, or those actively discussing specific topics).
  • Automated Social Profile Database - Develop an accurate picture of your brand's existing audience as well as targeted prospects on the social web. Customers following brands on social channels and new likely prospects harvested from the social web find their home in the Awareness' Social CRM, with complete social profiles based on available demographic information, interests, and preferences. Social profile data is augmented over time with users' likes, posts, comments, and shares to create multi-dimensional user profiles. Profile data and interactions across multiple social networks are merged into a single social profile record to offer a consolidated view of each user.
  • Social Scoring - Analyze and apply weighted scores to social profiles in your database to easily build your own custom segmentation logic to meet specific business goals. Scorecards can identify prospects for targeted messaging via the Hub or be integrated into CRM systems such as, and Marketing Automation or Email Marketing platforms such as Marketo, Eloqua, and Silverpop.

"We are pleased to have FOX as a premier client using our Social Marketing Automation suite. As social TV grows in importance, effective social monitoring and prospecting is critically important to viewer attainment and retention," says Brian Zanghi, CEO of Awareness. "For FOX to collect and analyze 1.1 million unique new viewer profiles, they can enhance their segmentation and targeting among key target demographics." 

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About Awareness

With a unique combination of technology, experience and thoughtful support, Awareness enables smart marketers to efficiently and effectively generate ROI from 100% trackable social media interactions. It is the leading provider of OnDemand Social Marketing Automation Software designed specifically to address all key aspects of social media marketing -- from demand generation to customer acquisition and social customer engagement. The Awareness Social Marketing Hub, the company's flagship social marketing software, is the only solution available that ties Social Prospecting, Social Scoring and Social Profile Database into one solution resulting in a detailed social marketing ROI. Awareness works with some of the world's leading brands and marketing agencies including Major League Baseball, FOX Broadcasting, NBC Universal (Comcast SportsNet), Raidious, American Cancer Society, Tiger Woods Foundation, The Carlsberg Group, Mindjumpers, Nuance, Demandware, Trend Micro, and Computer Associates.

Backed by NorthBridge Venture Partners, Awareness is headquartered in Burlington, Massachusetts.

Media Contact

Mike Lewis
Phone: 781-270-2400
Twitter: @bostonmike and @awarenessinc

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