CIPR Social Summer - 'Engaging with your audience by broadcasting through social media'

CIPR Social Summer Engaging with Audiences by Broadcasting through Social Media Russell Goldsmith, markettiers4dc July 2011 #ciprsm / @russgoldsmith

Where is broadcast today?
The broadcast landscape has changed, and will continue to do so
Where is the playout?
Interview on Radio 4 or Podcast on iTunes?
Coverage on ITV news or video on YouTube?
How does broadcast manifest itself?

Define a broadcaster Are they a cross platform media owner now

Same targeting principles apply
Who is my target audience?
Where can I find them?
What format / tactic does programming / media owner require?
… .Interviews / Outside Broadcasts / Podcasts / interactive WebTV / Video news features….

Traditional broadcast media still has a powerful and important role but new social media platforms provide a direct route to audience

The challenge and some solutions
Challenge
Provide your messages to your target audiences through content that they want to engage with
Potential
Imagine your own version of Question Time, but with the ability to moderate the conversation and questions
Or your own TV channel featuring just your products that viewers can purchase whilst watching from any connected device or via any affiliate partner

How does webTV work? Case Studies: External, Internal, Stakeholder communications

Saga
The Saga Manifesto released in Jan 2010 sought to identify issues most important to older people
In March edition of Saga magazine the leaders of the three main political parties responded to demands of the Saga generation
Next phase asked them to flesh out promises in a live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society

Live Shows
David Cameron
Streamed live in front of audience, which included Saga Populus panel members
Gordon Brown
Pre-recorded from 10 Downing Street with questions gathered in advance
Nick Clegg
Produced live from markettiers4dc studio directly after Nick Clegg’s appearance on Andrew Marr Show
Media coverage included:
BBC News Online, Sun Online, Over 50s.com , The Independent, Begrand.net, The Express, Mail Online, The Spectator, About My Generation, In the News, Mature Times, Talk Talk
http://www.studiotalk.tv/show/saga_speaks_to_gordon_brown http://www.studiotalk.tv/show/saga_speaks_to_nick_clegg http://www.studiotalk.tv/show/saga_speaks_to_david_cameron

Example Coverage

webTV work in Facebook

Facebook Fan Pages
Over 500m active users on Facebook
Brands shifting focus onto their Facebook Fan pages.
Challenge is to maximise Facebook’s limited page structure to make brand’s fan page more engaging to encourage fans to ‘like it’ and share the content
Key is to help viral spread of content & message – these are the actions that then appear in the walls/news feeds of your fans’ friends which may encourage them to visit your page too – don’t rely on Tabs

Facebook and YouTube*
42% check out videos friends and family recommended
25% share videos from YouTube via Facebook
22% send links to friends
8% check out brand channels
34% watch videos that friends share on profiles
11% check out brand pages
*IAB research June 2010 1000+ sample

Streaming programming live in Facebook
Facebook’s first ever live concert produced for Carphone Warehouse with Eliza Doolittle
Online ‘video’ driving users to an ‘exclusive’ event streamed live on Facebook

Interactivity within Facebook Wall Example of live interactive webTV show in Wall of Facebook Webchat with Jeff Brazier for British Toy & Hobby Association UK where viewers can submit questions directly on the video player

Live Events – Prince’s Trust
Government funded initiative supported by a number of charities to help promote Youth leadership in the country.
Marathon 3hr live show from studio aimed at youth audience
Main focus was to stream show through the Youth of Today Facebook fan page.
Show had celebrity guests and involvement from kids working on the campaign.
Supported by online & social media outreach PR programme
Clear impact the show (left) had by increase in engagement on the fan page when promotion started and whilst broadcast live.
Content then available on demand and upward curve in the stats continued to rise as more people were made aware of the content.

CRM, B2B, Internal Comms, Crisis Comms

Live Events – Laphroaig Whisky http://www.studiotalk.tv/show/a_taste_of_scotland_with_a_flavour_of_spain

Live Events – Laphroaig Whisky
Global live & interactive shows via satellite:
Engaged 400,000 online community – ‘Friends of Laphroaig’
Aggregated to 3rd party websites
1,000+ questions posted in advance, further 1,100+ during the live show
7,300+ views of live show and 10’s of 000’s since
Watched in 63 countries
2nd & 3rd shows produced from Scotland & US and 4th from Jerez, Spain in late 2010

Prudential BEFORE AFTER HTML emails sent to your database to create an appointment to view the live shows in particular and to encourage questions to the guests, and then to follow up letting them know the videos are available on demand. This works well as proven by our award winning case study from Prudential (left) who worked their database of over 40,000 customers generating over 100 questions for the show which has been viewed by over 30,000 people on demand http://www.studiotalk.tv/show/great_retirements_dont_happen_by_accident

Case Study: Orange National Business Awards Call for entries using research with previous finalists and winners into their insights into the shape of British business in last ten years http://www.studiotalk.tv/show/uk-business-past-present-and-future

Case Study: e2v
Dressed set – balance between branded professional environment and not spending too much money – but more cost effective than the hundreds of thousands spent on previous conferences
Communicate with staff in number of territories including UK, Switzerland, US, Hong Kong, Munich, Paris and Taiwan
Subtitles for French speaking employees
Profit warning issued to investors
Video used as a ‘presidential address’ to the organisation designed to answer questions about the finances, future of the company and end of year results

Crisis Comms http://www.studiotalk.tv/show/wwwthekennelcluborguk

Interactive Broadcast Video within Social Media

Jaeger using interactive catwalks
To maximise viewing Jaeger embed LinkTo™ technology on their catwalk videos to enable the audience to engage with the video to gain more information on featured products and add them into their shopping basket.
Promoted on home page – ‘Shop the Catwalk’

Jaeger using LinkTo TM Highlight product by rolling mouse over video Clicking on product pauses video and brings up info page Click on link to add product directly to shopping basket http://www.linkto.tv/casestudies/casestudy/client/jaeger

Jaeger Results
27% Engagement
13% click through
Average shopping basket increased by 300%

Viral Interactivity in Facebook
Case Study: Gray & Osbourn video showing followers how to wear the autumn look
Video placed on dedicated tab which became landing page of Fan page for a period of time
Video also shared in fan page wall so fans would be immediately alerted to it in their news feeds
http://www.facebook.com/GrayandOsbourn?sk=app_7146470109

Data Collection in Facebook
Case study: Benenden Healthcare allowing fans to enter competition through video enabling valuable data collection
Video fronted by Dancing on Ice 2010 champion Hayley Tamaddon
Viewers click on video and entering their details in the form that then appears

Importance of Blogger Engagement

Seafarers UK Video http://www.seafarersawarenessweek.org/news/video/

Improving SEO “ You are 50 times more likely to be on the first page of a Google search if you have tagged video on your site” – Bruce Daisley, Sales Director for YouTube & Display UK

Improving SEO
Video Content
Well tagged with supporting editorial copy
Aggregated to highly indexed media owner sites, personal blogs and through social media

Buxton: Improving SEO and Buzz
webchat with Alastair Cook supported with large online and social media outreach and press advertising campaign
With so much online aggregation , social media outreach and buzz on twitter, SEO was enhanced through natural search results
Searches on Alastair Cook before and after show produced tremendous results for Buxton
Also buzz about the show on twitter with example tweets from England’s ‘Barmy Army’ (8082 followers)
When searching Alastair Cook, out of 914,000 results, the webTV show is the 3 rd link on the first page – and is a blog!

Belmont Thornton: ‘How to Make a PPI Claim’ http://www.linkto.tv/casestudies/casestudy/client/belmont_thornton

Google ‘how To make a ppi claim’

Times Online – Top 20 Finance Blog

Not just about video Podcasts/Branded Radio Stations

Case Study: HP Cloud computing http://www.broadcastexchange.tv/live/uk-smbs-reach-for-the-clouds Michael Wilson interviews Microsoft’s Head of SMB Marketing about business benefits of cloud computing as part of a series of podcasts for HP

Creating a radio station for brand/organisation
Epilepsy Action (15-21 May)
Created own radio station
Streamed through website
Interaction through Facebook
Broadcast from 8am to 8pm
Music, chat and an cause related theme

Case Study

Background & Objectives
Existing video content on website & YouTube with incredible SEO
#1 out of 29.5m on Google ‘how to fit children’s shoes’
Wanted to make content work harder by creating e-commerce opportunities
Drive brand awareness amongst parents and build community to engage directly with them
Create new vehicle for regular dialogue with parents – mum’s in particular – to build loyalty

Content Aggregation Mummy blogger outreach Media Partnership with Netmums Broadcast PR campaign

Phase 1 Making existing content work harder

+ Custom Channel Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to add to basket http://www.youtube.com/startriteshoes

Phase 2 Recruit our Mums Half Hour panel

Applicants invited via forums, blogs and our celebrity talent (53,000+ followers) 100s of applications, short-list interviewed over Skype and face to face Series trailer produced In the future, may need to include #ad

Phase 3 Mum’s Half Hour – Live!

6 episodes in the series running until November 2011 Issues from competitive parenting, back to school, summer holidays, breastfeeding, fashion... All topics chosen by our mummy panel based on feedback from viewers

Targeted YouTube traffic drivers

Media partnership with netmums

Aggregation to 25+ sites/blogs

Aggregation

Feedback from the first show “ I thought it was great - really interesting and I think mums will have found it really reassuring to hear the discussions. They were very inspirational” “ In true mum style I had to cancel to care for my 8 month old! I thought it went well and is a great format for a show, it gives mums the chance to share ideas and help re-affirm we are all normal and everyone does things in their own way” “ I enjoyed Mum's Half Hour very much - thought there was enough discussion for it to be twice as long!”

Summary
Broadcast is growing in outreach
Video increases search results online
More channels than ever before, and direct dialogue with audience/community
More opportunities

Any questions? Thanks! E: russ@markettiers4dc.com M: 07775702076 T: 0207253888 Twitter: @russgoldsmith Facebook: www.facebook.com/russellgoldsmith Linkedin: uk.linkedin.com/in/russellgoldsmith Skype: russell.goldsmith

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CIPR Social Summer - 'Engaging with your audience by broadcasting through social media'

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CIPR Social Summer - ’Engaging with your audience by broadcasting through social media’ Presentation Transcript