Case study Using streaming media to run a Hip Hop Awards competition Ansie Vicente: Editor-in-Chief ansie@panorama.co.za Dawid Venter: Online Editor dawid@panorama.co.za Panorama Publications

Agenda Reach a niche and mobile audience Cost benefit analysis Content and distribution strategies Mobile and online public voting Challenges, issues and expectations Q&A

Reach a niche and mobile audience

Cost benefit analysis

Content and distribution strategies

Mobile and online public voting

Challenges, issues and expectations

Q&A

Panorama Publications 15 print titles, 7 websites Small, focused teams Policy of in-house skills

15 print titles, 7 websites

Small, focused teams

Policy of in-house skills

Panorama Web strategy Don’t reinvent the wheel International hosting Own CMS Fast implementation and updates Company-wide sites In-house development “team” Early adoption of new technologies

Don’t reinvent the wheel

International hosting

Own CMS

Fast implementation and updates

Company-wide sites

In-house development “team”

Early adoption of new technologies

Who is HYPE? No1 hop hip mag in SA Young, mobile readership Fickle, feisty and fabulous Partnership with MTN Annual HYPE Awards

No1 hop hip mag in SA

Young, mobile readership

Fickle, feisty and fabulous

Partnership with MTN

Annual HYPE Awards

HYPE Awards history Judges Time consuming Large organizational requirement Time frames Storage of entries

Judges

Time consuming

Large organizational requirement

Time frames

Storage of entries

HYPE Awards 2010 People’s award Voted by public via SMS and web Viewing of videos Entry criteria

People’s award

Voted by public via SMS and web

Viewing of videos

Entry criteria

Requirements Online entrance form Online payment of entry fee Online voting SMS voting Hosting videos online

Online entrance form

Online payment of entry fee

Online voting

SMS voting

Hosting videos online

Challenges Web access Server space CMS integration Cost effective Time frames Online payments - Unbanked target market Balance between web and mobile techs

Web access

Server space

CMS integration

Cost effective

Time frames

Online payments - Unbanked target market

Balance between web and mobile techs

Challenges (2) Marketing for entries Marketing for votes Mobizine Simultaneously redesign website Integrate Facebook & YouTube Advertising campaigns Keeping sponsors happy

Marketing for entries

Marketing for votes

Mobizine

Simultaneously redesign website

Integrate Facebook & YouTube

Advertising campaigns

Keeping sponsors happy

HYPE Awards entries 10 VOTED CATEGORIES Best Video : Best Song : Best Beat-Boxer : Best DJ Best Graffiti Artist : Best Group : Best Solo Artist Best Mixtape : Best Album : Best Lyricist 3 ADJUDICATED CATEGORIES Best Break Dancer : Best Dance Crew : Best Producer

10 VOTED CATEGORIES

Best Video : Best Song : Best Beat-Boxer : Best DJ

Best Graffiti Artist : Best Group : Best Solo Artist Best Mixtape : Best Album : Best Lyricist

3 ADJUDICATED CATEGORIES Best Break Dancer : Best Dance Crew : Best Producer

Solution Existing CMS Redesign and migration to new CMS YouTube and email Marketing via Facebook, mobizine, events

Existing CMS

Redesign and migration to new CMS

YouTube and email

Marketing via Facebook, mobizine, events

HYPE Awards entries 10 VOTED CATEGORIES Best Video : Best Song : Best Beat-Boxer : Best DJ Upload a 1 minute video of your work on Youtube and email the link to [email_address] (Subject: HYPE AWARDS plus Category name) Best Graffiti Artist : Best Group : Best Solo Artist : Best Mixtape : Best Album : Best Lyricist Email lyrics/cover/photo to [email_address] (Subject: Hype Awards: Best Lyricist) 3 ADJUDICATED CATEGORIES Best Break Dancer – Best Dance Crew Upload a one minute clip to YouTube AND submit a list of all of your events, live performances, competitions entered, accolades received, endorsements & other achievements. Send your YouTube video link and additional details to [email_address] (Subject: Hype Awards: Best Break Dancer) Best Producer - Submit a one minute clip AND submit an entire discography of your work within the eligibility period. Send your YouTube video link and additional details to [email_address] (Subject: Hype Awards: Best Producer)

10 VOTED CATEGORIES

Best Video : Best Song : Best Beat-Boxer : Best DJ

Upload a 1 minute video of your work on Youtube and email the link to [email_address] (Subject: HYPE AWARDS plus Category name) Best Graffiti Artist : Best Group : Best Solo Artist : Best Mixtape : Best Album : Best Lyricist

Email lyrics/cover/photo to [email_address] (Subject: Hype Awards: Best Lyricist) 3 ADJUDICATED CATEGORIES Best Break Dancer – Best Dance Crew

Upload a one minute clip to YouTube AND submit a list of all of your events, live performances, competitions entered, accolades received, endorsements & other achievements. Send your YouTube video link and additional details to [email_address] (Subject: Hype Awards: Best Break Dancer)

Best Producer - Submit a one minute clip AND submit an entire discography of your work within the eligibility period. Send your YouTube video link and additional details to [email_address] (Subject: Hype Awards: Best Producer)

Why online? Unbanked, but online target market Large cellphone user base, many with Web access Costs Manpower requirements Versatile for changes and daily updates Time frames Storage Automatic time limit

Unbanked, but online target market

Large cellphone user base, many with Web access

Costs

Manpower requirements

Versatile for changes and daily updates

Time frames

Storage

Automatic time limit

Why online? (2) Advertising opportunity Direct links to advertisers’ websites “ Meeting place” for disparate and displaced community Cost-conscious community Affordable conversion from online to print Feedback loop of 3 medias: online, print, mobile

Advertising opportunity

Direct links to advertisers’ websites

“ Meeting place” for disparate and displaced community

Cost-conscious community

Affordable conversion from online to print

Feedback loop of 3 medias: online, print, mobile

Why SMS voting? Preferred tech of target market Low barriers to adoption Existing competitions in HYPE via SMS – user acquaintance with technology Low costs for users Income for HYPE, to be channeled into CSI project

Preferred tech of target market

Low barriers to adoption

Existing competitions in HYPE via SMS – user acquaintance with technology

Low costs for users

Income for HYPE, to be channeled into CSI project

Why own CMS? Costs Company-wide strategy of ownership Freedom from 3 rd parties Existing functionality like polls, newsletters, automated events, Easily customised Allows for future plug-ins and add-ons

Costs

Company-wide strategy of ownership

Freedom from 3 rd parties

Existing functionality like polls, newsletters, automated events,

Easily customised

Allows for future plug-ins and add-ons

Why YouTube? Existing YouTube/online hip hop culture Unlimited free bandwidth and space Established brand – 1bn hits a day Cross-marketing opportunities Ability to maintain HYPE brand identity via YouTube Channel Fast downloads Easy integration into CMS

Existing YouTube/online hip hop culture

Unlimited free bandwidth and space

Established brand – 1bn hits a day

Cross-marketing opportunities

Ability to maintain HYPE brand identity via YouTube Channel

Fast downloads

Easy integration into CMS

Cost analysis CMS – no cost, existing expenditure YouTube – no cost SMS – no cost Development – 5 days’ salary Hosting – part of existing expenditure

CMS – no cost, existing expenditure

YouTube – no cost

SMS – no cost

Development – 5 days’ salary

Hosting – part of existing expenditure

Implementation Extensive and intensive planning 5 days for website development and population 2 days testing Live within a week Entries flooding in – 6 a day (Deadline 1 Dec)

Extensive and intensive planning

5 days for website development and population

2 days testing

Live within a week

Entries flooding in – 6 a day

(Deadline 1 Dec)

Results Live on 29 September 6 entries per day by 15 Oct (deadline 1 Dec) Discussion on other hip hop forums Huge community interest Easy implementation Advertising leads Online subscriptions to print magazine Happy sponsors

Live on 29 September

6 entries per day by 15 Oct (deadline 1 Dec)

Discussion on other hip hop forums

Huge community interest

Easy implementation

Advertising leads

Online subscriptions to print magazine

Happy sponsors

Questions? Ansie Vicente Editor-in-Chief [email_address] Dawid Venter Online Editor [email_address]

Ansie Vicente

Editor-in-Chief

[email_address]

Dawid Venter

Online Editor

[email_address]