2 Day Tube 2
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  • video content was published across MySpace, YouTube, Heavy, a mobile site and a campaign microsite.

2 Day Tube 2 2 Day Tube 2 Presentation Transcript

  • 2DAY TUBE – Fusing ‘Community’ with Video 2Day- Tube is a place where people upload, view & chat online... Brought to you by copyright Bec Madden VOTE: VOTE: VOTE: VOTE: VOTE: VOTE: VOTE: VOTE: Love it? Hate it? Love it? Hate it? Love it? Hate it? Love it? Hate it? Love it? Hate it? Love it? Hate it? Love it? Hate it? Love it? Hate it? Comments: Comments: Comments: Comments: Comments: Comments: Comments: Comments: dummy copy dummy copy dummy copy dummy copy dummy copy dummy copy dummy copy dummy copy here here here here here here here here
  • 2Day-Tube – INTRO • Prove the importance of ‘Community’ for the Austereo brand • Prove the importance of video in online - user generated content • Show how Austereo can bring these two together to create compelling content online and on radio • The Launch - An idea that will drive the launch of the 2Day-Tube concept • And what will follow after the roll-out
  • The World is Socialising!
  • The Significance of FACEBOOK • In Australia, according to brainsolis, the top three networking sites are Facebook, MySpace and Twitter!
  • Australians Facebook • Checkfacebook.com reports: Australia = 8th ranked country using Facebook at: 6,053,560 users • Last 12 months = 88.2% growth and... • Last 6 months = 39.8% growth
  • FB Demo in Australia... Australia Male/ Australian Age Female Distribution 1% 2% 4% 10% 8% < = 13 14-17 45% 16% 18-24 55% 29% 25-34 35-44 Male 30% 45-54 Female 55-64 65+
  • Austereo’s Core Audience National Audience Leadership 9
  • Facebook + Austereo = DYNAMIC
  • Buzz term for ’09: SOCIAL MEDIA
  • Nike Football Channel 12,263 subscribers 2nd most subscribed sponsored site
  • Tooheys Extra Dry’s 6 Beers of Separation 630,000 unique users ::: 70,000 visits/month ::: ave time on site: 6 mins 45 secs ::: 679,480 video views :::
  • Australia’s Queen of YouTube Natalie Tran’s Community Channel Australia’s most viewed YouTube Channel 389,579 subscribers
  • Witchery Man’s Girl with the Jacket Video 1: 221,195 views ::: Channel views: 11,232 ::: Survey = 26% forwarded vid ::: 14% forwarded link ::: 67% would visit/likely to visit store
  • Queensland Tourism’s Best Job in the World Estimates: 3,000,000,000 reach ::: 8,001,900 visits ::: 6,800,064 unique monthly user ::: 34,684 applicants ::: ave time: 8.25 mins
  • The Power of Video According to VQUENCE blog: “An Australian study has shown that 57% online users have watched online vids before making a purchase decision.” YouTube has 5 billion views Ave internet user watches on average 2 videos/day
  • UGC • Mashable: 82 millions UGC creators in the US & predicts it will increase to 115 million in 2013. • In OZ, UGC increased last year by 16%, with sig growth in the 18-24 bracket & the older demos
  • WHY LAUNCH 2DAY-TUBE? • – 2Day-Tube is a stronger branding concept • – Same as the Video option – a home to all the videos • – Sends the message that it’s community where ppl can comment and now upload to competitions
  • WIN A YEAR OF... campaign here
  • WIN A YEAR OF... (campaign) unlimited star access, concerts, premieres, and to be come 2Day’s Entertainment Reporter
  • WIN A YEAR OF... • This campaign is an opportunity to get people online and enter a video application of themselves. • THE HOOK? Is the star factor – the opportunity to have unlimited access to celebs and possibly kick-start a career in the Entertainment industry.
  • Project Management Methodology • 2Day site will feature an access all areas-style breakout section on the home page showcasing through images what it looks like to be a star and roving reporter.
  • Project Management Methodology • On this page will be a viral video - with a send to a friend option... • to promote the opportunity and... • explain what the comp is all about!
  • Project Management Methodology • This page will also feature a self uploading option so people can upload their entry.
  • Project Management Methodology • GALLERY A gallery will be available on this page. A voting option Comments option Gallery could live here!
  • Project Management Methodology WIN A YEAR OF... campaign here • The whole idea of this page is to get people to upload an application, view other applications, vote and comment.
  • Project Management Methodology Radio + Site Launch • Launch idea on agreed radio show – Kyle and Jackie O, Hamish and Andy, Hot 30 Countdown • PLUS will be seen on the 2Day site
  • Support • Roll out campaign on all agreed upon supporting social media platforms – create Facebook, MySpace and Twitter accounts + YouTube Channel to allow people to engage with the brand • Customise a widget (on Clearspring or similar) that automatically distributes content to SM groups and sites. • Provide a weekly round-up of the best and worst applications, also for the 2Day site. • Start communicating with audience through these channels • I.D. influencers in SM channels (through analytics) and ensure we’re providing engaging material that they are passing on
  • PROJECT MANAGEMENT METHODOLOGY • An actual job app process - advertise like a job online and in print, with display ads directing applicants to the 2Day site
  • Three Month Roll Out • Weekly wrap-up on shows, including interviews with key/stand-out applicants. • Best and Worst wrap-up on site and all supporting SM groups
  • Finalists Set of 6 Week Challenges • Twitter - race around Sydney with clues on Twitter to find a local celeb and receive a prize. Think iSpyLevi campaign. Will launch at the start of program like Kyle and Jackie O and finish by the end of show (document in audio format - where the contestants chronicle their movements and winner will be video-ed winning too) • A week of blog posts - writing posts about gigs movies we send them to - where audience votes on best. Discussion to take place on show. (finalists will be invited in for the critique session and this will be video-ed and uploaded) • Submit a week of vlogging - best of... Discussed on show (document in video format too) • Activity in power of persuasion - finalists will be challenged on air to get a celeb to chat to them when we call them - similar to Hamish and Andy) (document in video format too) • A week of the best behind-the-scenes images finalists can access with their reporters pass (document online through slide show + discussion on air too of what they saw, who they talked to etc... ) • See who can get their competition wrap up published by a magazine like NW... showcased on site and talked about on air
  • WINNER • An all expenses paid year as the number one entertainment reporter in the country. The winner will be given unlimited access to celebrities and they have to video it, blog about it and even vlog about it daily.
  • WHAT NEXT... ? • Truth or Dare segment • Post a truth or dare via vlog/video or answer someone’s dare • People upload their video and others can rate. Also have forwarding capabilities to generate some kind of viral activity. • The most highly rated wins.
  • Other Ideas... • So You Think You Can Sing? Video segment
  • MORE!!!! • Mass-Debate! Blog Sex advice online – Should guys ask their partners to wax? – Is it cheating if your partner checks out other guys/girls?
  • Other Ideas... • Group Therapy Discussing issues - all issues
  • More Ideas... • Twit Scoop A daily round-up of celebs on Twitter – images and quotes
  • And More... • Jackie-O Mag Digital online mini mag of everything Jackie loves to talk about - fashion, celebs, beauty, health etc...