Russell Goldsmith, Digital Media Director at markettiers4dc CIPR Social Summer session - 21 July 2011

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

3. Define a broadcaster Are they a cross platform media owner now

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

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

11. Example Coverage

12. webTV work in Facebook

16. 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

18. CRM, B2B, Internal Comms, Crisis Comms

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

21. 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

22. 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

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

25. Interactive Broadcast Video within Social Media

27. 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

31. Importance of Blogger Engagement

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

34. 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

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

38. Google ‘how To make a ppi claim’

39. Times Online – Top 20 Finance Blog

40. Not just about video Podcasts/Branded Radio Stations

41. 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

43. Case Study

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

46. Phase 1 Making existing content work harder

47. + 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

48. Phase 2 Recruit our Mums Half Hour panel

49. 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

50. Phase 3 Mum’s Half Hour – Live!

51. 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

52. Targeted YouTube traffic drivers

53. Media partnership with netmums

54. Aggregation to 25+ sites/blogs

55. Aggregation

56. 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!”

58. 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