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Entertaining the world, BBC WORLD by Vincent Sider at ICEEFETS 2013
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Entertaining the world, BBC WORLD by Vincent Sider at ICEEFETS 2013

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  • 1. Vincent Sider VP Social How BBC Worldwide uses social media Successes, issues etc… June 2013
  • 2. The BBC’s main commercial arm
  • 3. 6 1. Extract full value for our content across multiple platforms/services through complementary licensing until forced to make a trade off. 2. Diversify digital revenue streams away from advertising, raising RPU through investment in applications and services that are scalable and transactional. 3. Secure our route to market by building direct and BBC branded customer relationships (across multiple platforms). 4. Global products where possible, but with regional flexibility. The BBCW Digital Strategy relies heavily on securing direct customer relationship
  • 4. What does “building direct and BBC branded customer relationships (across multiple platforms)” actually mean ?
  • 5. marketing the websitesbuilding websitestrying to build a business around the websitestrying to understand what went wrong Spend a lot of money 5 years ago, brands tended to adopt the following formula (we were no exception)
  • 6. Finally, because we‟re not that stupid, we realised ideas had to be put through a funnel of sorts
  • 7. Is the proposition likely to attract our target audience & will it do so more than once?
  • 8. How much money will we need to spend on marketing to get the audience interested?
  • 9. How will we make money from the audience‟s interaction with our content?
  • 10. The moment the light came on: a distributed strategy! We realised that while we were navel gazing a number of people had been solving our “audience/marketing/commercial” problem – third party platforms! And so we shifted our strategy from primarily destination to equal opportunity distribution.
  • 11. So we shifted from a destination to a distributed strategy mostly on social networks New BBCW destination Existing third-party destination Will our target audience visit, and will consumers want to return often? People log in to facebook every day, open the iTunes app store every week, etc… The audience issue How much will it cost to raise awareness, inspire initial & repeat visits? People are already on facebook, they already own iPhones. And they are always checking in, looking for something new The marketing issue How will we make money from audience interaction with our content? Open journeys enable multiple paths to unlock commercial potential The commercial issue
  • 12. 15 And over the last 2 years we have been developing our social presence • Over a number of years social sites were created organically around BBCW with little overall direction. In April 2011 a review paper was presented and agreed with the board. This recommended the development of social expertise in BBCW, taking more control of our social media sites for our brands created by others and focussing on growing our registered fan base. • This approach has been successful. We have gained control of key facebook pages, grown registered fans on facebook to 28,030,553 (Jan 2013), built engagement for key brands to all time highs, and created a central social team. 28m Facebook fans +36% Growth (since Jan 2012) “Social is the cheapest digital way to reach a large number of people” period.” Where What Reach/month Cost per fan topgear.com game trailer 60,000 0.040 topgear.com double MPU 60,000 0.030 topgear.com homepage button 250,000 0.012 topgear.com newsletter 490,000 0.012 topgear.com HPTOs 980,000 0.028 Social 2posts per week 6,928,000 0.009 Social 2tweets per week 5,802,200 0.009 currently sold at an exchange rate of 1:3 versus web ads
  • 13. 16 With good engagement results (march 2013)
  • 14. 17 And we are moving from a social media strategy to a social business strategy (1) Listen (2) Stake our claim (3) Deepen relationship (4) Organize For scale (5) Become a Social business (6) Business is social
  • 15. 18 BUILD A RELATIONSHIP Keep fans interested and engaged so that we can reach out to the largest number ACQUIRE AUDIENCE Protect our investment and grow our route to market on existing platforms CREATE WORD OF MOUTH Reduce FB dependency *enable fans and ambassadors to talk about us TRAFFIC Drive visits from the community to our related sites CAPTURE DATA Get people from the community to register their details with us for emails and more X-PROMOTION Introduce our relevant products, live events, services and programmes MODERATION Moderate conversations / UGC LISTENING Monitor social activity within the social sites and/or outside around the brand ALWAYS ON COMMUNITY MANAGEMENT VISIBLE COMMERCIALISATION REPUTATION MANAGEMENT CUSTOMER CARE Proactively interjecting in customer conversation when issue arise ADVERTISING & SPONSORSHIP Carry 3rd party advertising or sponsorship within our social activity Aiming for 9 broad goals
  • 16. 19 Remarkable experiences that compel people to share, recommend, and purchase Light touch everyday engagement that offers authentic value to fans and followers Thanks to a straightforward engagement process
  • 17. # 1 Understand how social media works for your brand # 2 Provide „value‟ for your fans # 3 Conversation has to be two-way # 4 Thank your community for getting involved # 5 Continually innovate to keep your community engaged Underpinned by these principles
  • 18. #understand how social will work for your brand
  • 19. #provide value for your fans
  • 20. #provide value for your fans
  • 21. #provide value for your fans
  • 22. #provide value for your fans
  • 23. #provide value for your fans
  • 24. #conversation has to be two ways
  • 25. Embed Top Gear 10 million video #thank your community for getting involved
  • 26. 04/11 Citroen sponsored game for WRC Mercedes AD game on FB Christmas Gifts app for fans on all pages Only Fool and Horsed FB (800K) Doctor Who VOD app on FB Top Gear VOD app on FB 30% uplift DVD sales for Doctor Who 50K tickets sales on Doctor Who AUS live event Frozen Planet FB (200K) FB timeline roll out on all pages 10M TG fan caravan celebration Planet Earth social app Frozen Planet Social App BBCEarth social app 05/11 06/11 07/11 08/11 09/11 10/11 11/11 12/11 01/12 02/12 03/12 04/12 Support Doctor Who convention Captain Jack Harkness FB BBCearth.com Social website Support to FP TX in USA and Japan CD capture app on Top Gear FB BBC Japan Twitter launch party £100K ticket sold on FB for TG live Top Gear Store Front app Planet Earth FB page (2.1M) Hired VP Social Media Hired TG social manager Launched Always on Q&A Session with Matt Smith £950K advertising Topgear.com #continually innovate
  • 27. Have we demonstrated ROI? (and the TopGear case study)
  • 28. engaging with the audience building pages on Facebook trying to build a business around the pages trying to understand what went wrong Spend money 1 to 2 years ago, most brands tended to adopt the following formula in social:
  • 29. CROSS PROMOTION CROSS PROMOTION COMMERCIAL SPACES The moment the light came on: A distributed strategy towards a destination!
  • 30. £100,000 of tickets sold within a 24hr period via pre-sale event available solely through Facebook. 3K purchases via Top Gear Gift Guide app (17.5% conversion rate) alongside consistent support of wider brand sales and product launches in the form of competitions, trailers and Augmented Reality. TopGear.com received 100m visitors last fiscal (49m uniques) Top Gear Facebook drove 38% of this traffic. Top Gear ad sales last fiscal amounted to £2.5m Top Gear Facebook estimated traffic contribution of £950,000 ROI has been mostly based on traffic referral
  • 31. What happened? Though unconfirmed at that time, it became clear that Facebook has tweaked EdgeRank to heavily tax posts which drive traffic away from the Facebook platform. The changes fall in line with Facebook‟s publicised strategy of keeping users on the social platform. Testing between posts of different types clearly shows the impact of posting a direct external link (1) against posting an image as the primary function, with a secondary link attached (2). Supporting link To Topgear.com Image – does not link through to Topgear.com Both image and link text click through to Topgear.com (1) (2) Then Facebook edgerank changes hit us, initially end of May (2012)
  • 32. Traffic Implications. Visits from Facebook were down -27.80% in Q1 this year compared to Q4 of last year. Comparably… Facebook engagement levels have more than doubled from 8% May to 17% June based on the Monthly Engaged User metric (MEU). That caused huge traffic loss! But higher engagement
  • 33. July (Q2 start) average daily total reach as a percentage of fans was 38% October (Q3 start) average daily total reach as a percentage of fans was 14% Loss of revenue contribution at the end of October =£139,755 We would need to invest £2540 per post on Facebook to achieve the levels we were at – effectively £10,000 per day. Incremental revenue from that activity = £139,755 -Cost of Sales to maintain revenue levels= 30*£10K = £300,000 GM= £-160,245 Then Facebook edgerank changes hit us again end of August (2012), let‟s do the maths
  • 34. So what have we done / are we doing to fill in the gap?
  • 35. #diversifying traffic sources
  • 36. Crowd invited from Facebook Monthly hang outs Lifestyle boards for non core fan content cards Timing and frequency of posting changes Capture mechanism for website Syndication of content on other pagesVideo integration
  • 37. #(thinking about) developing peer to peer community services in our websites
  • 38. #creating much more bespoke social content that works better with the edgerank algorithm
  • 39. #leveraging UGC / crowd sourcing to send more “free” traffic to our websites
  • 40. TopGear Inbox
  • 41. #leveraging UGC / crowd sourcing to improve engagement
  • 42. USER GENERATED CONTENT - Celebrate the creativity of our fans through fun UGC campaigns - Thousands of fans have hunted down Weeping Angels of the world and tracked their locations with us - UGC from Matt Smith himself is already proving a hit!
  • 43. #building more and more frictionless sharing open graph apps
  • 44. CHRISTMAS - Integrating the best Doctor Who consumer product this Christmas into a fun and engaging game - Tap into user’s open graph and promotes collaboration between Facebook friends who can then hunt down gifts together
  • 45. #making sense of social data The reality
  • 46. 52 That issue has been the trigger to start considering social data (aka Big Data) #Our involvement with Big Data has been reactive rather than proactive in order to hep us find a solution to the problem mentioned above #We are still in early stage #We believe we are just scratching the surface in term of opportunities #And our organization is not yet fully ready for it
  • 47. #making sense of social data The situation
  • 48. Social battle for engagement in the newsfeed: #Rise of brands in social space creates more competition. #This is coupled with a change in user behaviour – customers now follow and avrg. of 40 brand pages compared to 4.5 in Oct 2009 54 Situation: the battle for engagement in the newsfeed “my competition as a brand marketer is the 30 billion piece of content shared on FB every month”
  • 49. #making sense of social data The needs
  • 50. Need (1): there is a need to cut through the noise to get attention that will drive results at lower cost Capturing attention is dependent on two real time factors:
  • 51. Need (1) : We need tools to model the data created on social networks in real time To intelligently identify and automatically capture optimal marketing opportunities in real time #Identifies clusters of attention for any given audience #Predicts where current and near future- attention are likely to be present #Determine the right timeframe to publish message to yield the most ROI and the lowest comparative noise
  • 52. Need (2): We need the right organization to leverage social data #Gartner predicts by 2015 big data demand will reach 4.4 million jobs globally #We need a strong database person to put the data into forms that can be analyzed #We also will need statisticians who can understand the data and its impact. #We must have people adept at understanding behavioral data.
  • 53. Need (3): We need to change the way we work* 65% data capture 20% data reporting 15% data analysis The issue is that right now it's flipped: most organizations spend a majority of their time capturing and reporting data but don't yet analyze and act on it properly *according to Avinash Kaushik, Google's digital marketing evangelist
  • 54. Need(3): We need to change the way we work to this* 15% data capture 20% data reporting 65% data analysis *according to Avinash Kaushik, Google's digital marketing evangelist Organizations need to spend a majority of their time analyzing and acting on data properly
  • 55. #making sense of social data The opportunities
  • 56. Increased reach/exposure Aug12 Sept Oct Nov Dec Jan Feb Opportunity (1): more reach at a lower cost accounts for 44% of tweets sent out, but it garners 84% of the clicks on Twitter in total
  • 57. Blending the art & science of marketing • Storytelling • Measurement Group leverageIndividual leverage Opportunity (2): delivering to a segment of one the more I use the site, the more it learns about me the more people like me use the site, the better the site can predict what I may want or like Think about sites like Netflix and Amazon, which use a combination of individual leverage and group leverage to deliver a better customized, higher-revenue generating experience The “segment of one” or micro targeting
  • 58. Simple relationships: at any scale +9% improvement in media effectiveness OPTIMIZING MEDIA SPEND Opportunity (3): identifying performance failure or commercial opportunity Would we ever be able to, just like the automotive industry, found a direct predictive connection between social mentions and performance issues in real time? Automotive recalls: Pamplin College of Business in the US did the first large-scale study to try and determine what the connection was between social media mentions and eventual recalls. They found a direct, predictive connection: automotive problem reports in social media are strong predictors of safety and performance defect
  • 59. #making sense of social data How to make it happen?
  • 60. The bottom line to make sense of social data #CMOs and CIOs need to work closely together #Measurement infrastructure need to incorporate real- time monitoring of streaming and trending information coupled with historical views of archived data, #Custom algorithms will rule the day since what matters to us may not matter to someone else #"action-based connections" To best utilize big data in social media, we need to deliver more and more frictionless sharing open graph apps... It is, after all, a customer‟s actions using the app that will define his or her propensity to engage with a particular brand or specific offer. >>Action-centric social data is king!
  • 61. # What’s on our radar?
  • 62. Facebook Graph Search Why this could be so important for the future of social data (1) January 2013: Facebook launched Graph Search. This is an attempt to turn Facebook into Google – i.e. make it a place where people go to ask questions, but with the supposedly added bonus that the information you receive is endorsed by people you know rather than people you don‟t. Initial reports from the field are not encouraging (for Facebook). There were immediate issues raised about privacy implications which Facebook had to pacify (see this Mashable piece) and significant negative comment from the user community If users start to make demands to repatriate, or have greater control over, their data – this delivers hammer blows to the commercial viability of Facebook ans Googlebook type businesses, who are either making huge amounts of money from their existing data goldmine, or have valuations that are based on the future prospect of creating such goldmines. It also starts to open-up the field for new platforms that make data privacy and control a fundamental part of their proposition
  • 63. Facebook Graph Search Why this could be so important for the future of social data (2) January 2013: Facebook launched Graph Search. This is an attempt to turn Facebook into Google – i.e. make it a place where people go to ask questions, but with the supposedly added bonus that the information you receive is endorsed by people you know rather than people you don‟t. Initial reports from the field are not encouraging (for Facebook). There were immediate issues raised about privacy implications which Facebook had to pacify (see this Mashable piece) and significant negative comment from the user community The interesting thing about this is that the power of social media lies in its ability to create the processes that allow you to trust strangers. The value of the information can therefore based on the relevance or expertise of the source – not the fact that they are a friend. Google is the master of this in a largely unstructured way, and services such as Amazon or even TripAdvisor can deliver this via a more structured process. Facebook can‟t really do this, because it neither has Google level access to enough broad- spectrum data, not does it have processes relevant to specific tasks
  • 64. What we have learned so far
  • 65. What we have learned Social ROA is real but at risk
  • 66. Social ROA is real but at risk So we need to organize to make sense of the social data created on social networks in real time in order to engage better What we have learned
  • 67. Therefore -pleasing our users -increasing reach at lower cost -targeting to a segment of one -predict to prevent or to sell Social ROA is real What we have learned So we need to organize to make sense of the social data created on social networks in real time in order to engage better

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