Advanced Multiplatform Strategy for Broadcasting Biz Stakeholders
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Advanced Multiplatform Strategy for Broadcasting Biz Stakeholders

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Digital platforms used to be one of these things that wasn't like the others. Thought of as an add-on or as "the future." This is primer on why this was never so, to help us in the broadcasting ...

Digital platforms used to be one of these things that wasn't like the others. Thought of as an add-on or as "the future." This is primer on why this was never so, to help us in the broadcasting business get with it in the not-so-new-anymore multiplatform content world we live in.

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  • 1. Advanced (MULTIPLATFORM) Strategy for Broadcasting Biz Stakeholders Telemundo Station Group | March 13th 2013 | Biltmore Hotel | Coral Gables | Florida
  • 2. #1 DIGITAL IS DEAD
  • 3. Digital is…
  • 4. Digital is… DISRUPTING OUR TV BUSINESS  
  • 5. Digital is…
  • 6. Digital is… DISRUPTING OUR AUDIENCE  
  • 7. Digital is…
  • 8. Digital is… DISRUPTING OUR ADVERTISERS  
  • 9. So...
  • 10. “digital”
  • 11. Forget about it
  • 12. Wired Magazine Sept 2010
  • 13. Digital Analogue
  • 14. Digital Analogue is only the opposite of
  • 15. Television is digital
  • 16. Print is digital
  • 17. Sponsoring is digital
  • 18. Product is digital
  • 19. Digital is a channel Television Print POS CRM Digital
  • 20. Digital is not a channel Television Print POS CRM Digital
  • 21. All channels are digital Television Print Digital POS CRM
  • 22. There is no digital for consumers
  • 23. There is no social for consumers
  • 24. All channels are social Television Print Social POS CRM
  • 25. There is only life…
  • 26. There is only content.
  • 27. Life = Content
  • 28. Life & People Content Context Behaviors Convenience
  • 29. #2 TV THE FUTURE OF
  • 30. #2 THE FUTURE OF TV CONVERGENC E
  • 31. #2 THE FUTURE OF TV CONVERGENC E Done Right
  • 32. Together from the Beginning Digital Traditional
  • 33. We are Content (Life) Producers & Distributors
  • 34. We are Content (Life) Producers & Distributors ADJUSTING OUR OFFERINGS
  • 35. Digital is the Variable that can… STATIC CONTENT PASSIVE AUDIENCE INFORMATIVE MESSAGE
  • 36. Digital is the Variable that can… DYNAMIC CONTENT PARTICIPATORY AUDIENCE INTERACTIVE MESSAGE
  • 37. Raise Value?
  • 38. Raise Value? CONCEPTUALIZE!
  • 39. Conclave Papal 2013
  • 40. Conclave Papal 2013 How much are these ‘packages’ worth?
  • 41. Conclave Papal 2013 How much are these ‘packages’ worth? Newscast Coverage Website Story
  • 42. Conclave Papal 2013 How much are these ‘packages’ worth? Newscast Coverage Local Voting Papal Conclave Mobile Downloads Website Coverage
  • 43. THE MINDSET IN A NUTSHELL • Content in a conceptualized way from the start. • Main Multi-Platform offering, not one main platform offering cross-promoted across the “secondary” screens. • Blurring Online/Offline through Digital. • Participatory experiences and play mechanics built-in conceptually. • New ways to distribute stories.
  • 44. #3 TOOLKIT FOR CONVERGENC E Knowing What We Don’t Know
  • 45. Life Our Platforms
  • 46. Why will Maria Go ONLINE/MOBILE? Search-Driven Email or Social Media Entertainment Comparison Shopping
  • 47. How will She FIND OUR SITE? Search-Engine Optimization Mentions on other online media Link or mention on another site Newscast or station promotion
  • 48. Visit #1: Jorge Luis Pila El Galanazo de ‘La Patrona’ (10am) Slide Show/20 Photos: 20 page views = 40 impressions = 2 minutes on site
  • 49. Visit #2: Cobertura en Vivo Desde Roma del Conclave Papal (2pm) Text Story + Video: 2 page views = 6 impressions = 3 minutes on site
  • 50. Visit #3: 1 (4:30pm) (2pm) Increase in bounce rate
  • 51. Audience Metrics 1 Unique User (Maria) 3 Visits 23 Page Views 2:30min Average Time Spent on Site 47 Impressions 33.3% Bounce Rate(2pm)
  • 52. 10,173 People visited this site 10,594 Visits 10,173 Unique Visitors 14,080 Page Views 1.33 Page/Visit 00:00:41 Average Time on Site 71.46% Bounce Rate 95.33% New Visits(2pm) (2pm)
  • 53. #1: Convenience Trumps Almost Everything Else
  • 54. #2: Context Will Dictate Behavior Everytime
  • 55. CONTEXT CREATES BEHAVIOR BEHAVIOR CREATES CUSTOMER BASES • Device • Place • Cost • Ease of Use • Access • Relationships, Peer Pressure • Value
  • 56. #3: You Need Volume and Variety
  • 57. #4: Biggest Expense and Biggest Cost Savings: People
  • 58. #5: What YOU see IS the Product
  • 59. #6: Don’t Make Me Think!
  • 60. #7: Hey... I’m Talking to You!
  • 61. #8: If a Tree Falls in the Forest...
  • 62. #9: Shhh Digital can be Private
  • 63. #10: It’s not what you say...
  • 64. #11: Where did you put that?
  • 65. #12: Have I mentioned there are NO returns or make-goods in digital?
  • 66. NOW! Forget about the slides and pay attention to… Anja (or presenter who will guide discussion)