Case study   Using streaming media to run a Hip Hop Awards competition Ansie Vicente: Editor-in-Chief  ansie@panorama.co.z...
Agenda <ul><li>Reach a niche and mobile audience </li></ul><ul><li>Cost benefit analysis  </li></ul><ul><li>Content and di...
Panorama Publications <ul><li>15 print titles, 7 websites </li></ul><ul><li>Small, focused teams </li></ul><ul><li>Policy ...
Panorama Web strategy <ul><li>Don’t reinvent the wheel </li></ul><ul><li>International hosting </li></ul><ul><li>Own CMS <...
Who is HYPE? <ul><li>No1 hop hip mag in SA </li></ul><ul><li>Young, mobile readership </li></ul><ul><li>Fickle, feisty and...
HYPE Awards history <ul><li>Judges </li></ul><ul><li>Time consuming </li></ul><ul><li>Large organizational requirement </l...
HYPE Awards 2010 <ul><li>People’s award </li></ul><ul><li>Voted by public via SMS and web </li></ul><ul><li>Viewing of vid...
Requirements <ul><li>Online entrance form </li></ul><ul><li>Online payment of entry fee </li></ul><ul><li>Online voting </...
Challenges <ul><li>Web access </li></ul><ul><li>Server space </li></ul><ul><li>CMS integration </li></ul><ul><li>Cost effe...
Challenges (2) <ul><li>Marketing for entries </li></ul><ul><li>Marketing for votes </li></ul><ul><li>Mobizine </li></ul><u...
HYPE Awards entries <ul><li>10 VOTED CATEGORIES   </li></ul><ul><li>Best Video  :  Best Song  :  Best Beat-Boxer  :  Best ...
Solution <ul><li>Existing CMS </li></ul><ul><li>Redesign and migration to new CMS </li></ul><ul><li>YouTube and email </li...
HYPE Awards entries <ul><li>10 VOTED CATEGORIES   </li></ul><ul><li>Best Video  :  Best Song  :  Best Beat-Boxer  :  Best ...
 
 
Why online? <ul><li>Unbanked, but online target market </li></ul><ul><li>Large cellphone user base, many with Web access <...
Why online? (2) <ul><li>Advertising opportunity </li></ul><ul><li>Direct links to advertisers’ websites </li></ul><ul><li>...
Why SMS voting? <ul><li>Preferred tech of target market </li></ul><ul><li>Low barriers to adoption </li></ul><ul><li>Exist...
Why own CMS? <ul><li>Costs </li></ul><ul><li>Company-wide strategy of ownership </li></ul><ul><li>Freedom from 3 rd  parti...
Why YouTube? <ul><li>Existing YouTube/online hip hop culture </li></ul><ul><li>Unlimited free bandwidth and space </li></u...
Cost analysis <ul><li>CMS – no cost, existing expenditure </li></ul><ul><li>YouTube – no cost </li></ul><ul><li>SMS – no c...
Implementation <ul><li>Extensive and intensive planning </li></ul><ul><li>5 days for website development and population </...
Results <ul><li>Live on 29 September </li></ul><ul><li>6 entries per day by 15 Oct (deadline 1 Dec) </li></ul><ul><li>Disc...
Questions? <ul><li>Ansie Vicente  </li></ul><ul><li>Editor-in-Chief  </li></ul><ul><li>[email_address]   </li></ul><ul><li...
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Case Study Hip Hop Awards Ansie Vicente & Dawid Venter Panorama

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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South Africa

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Transcript of "Case Study Hip Hop Awards Ansie Vicente & Dawid Venter Panorama"

  1. 1. 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
  2. 2. Agenda <ul><li>Reach a niche and mobile audience </li></ul><ul><li>Cost benefit analysis </li></ul><ul><li>Content and distribution strategies </li></ul><ul><li>Mobile and online public voting </li></ul><ul><li>Challenges, issues and expectations </li></ul><ul><li>Q&A </li></ul>
  3. 3. Panorama Publications <ul><li>15 print titles, 7 websites </li></ul><ul><li>Small, focused teams </li></ul><ul><li>Policy of in-house skills </li></ul>
  4. 4. Panorama Web strategy <ul><li>Don’t reinvent the wheel </li></ul><ul><li>International hosting </li></ul><ul><li>Own CMS </li></ul><ul><li>Fast implementation and updates </li></ul><ul><li>Company-wide sites </li></ul><ul><li>In-house development “team” </li></ul><ul><li>Early adoption of new technologies </li></ul>
  5. 5. Who is HYPE? <ul><li>No1 hop hip mag in SA </li></ul><ul><li>Young, mobile readership </li></ul><ul><li>Fickle, feisty and fabulous </li></ul><ul><li>Partnership with MTN </li></ul><ul><li>Annual HYPE Awards </li></ul>
  6. 6. HYPE Awards history <ul><li>Judges </li></ul><ul><li>Time consuming </li></ul><ul><li>Large organizational requirement </li></ul><ul><li>Time frames </li></ul><ul><li>Storage of entries </li></ul>
  7. 7. HYPE Awards 2010 <ul><li>People’s award </li></ul><ul><li>Voted by public via SMS and web </li></ul><ul><li>Viewing of videos </li></ul><ul><li>Entry criteria </li></ul>
  8. 8. Requirements <ul><li>Online entrance form </li></ul><ul><li>Online payment of entry fee </li></ul><ul><li>Online voting </li></ul><ul><li>SMS voting </li></ul><ul><li>Hosting videos online </li></ul>
  9. 9. Challenges <ul><li>Web access </li></ul><ul><li>Server space </li></ul><ul><li>CMS integration </li></ul><ul><li>Cost effective </li></ul><ul><li>Time frames </li></ul><ul><li>Online payments - Unbanked target market </li></ul><ul><li>Balance between web and mobile techs </li></ul>
  10. 10. Challenges (2) <ul><li>Marketing for entries </li></ul><ul><li>Marketing for votes </li></ul><ul><li>Mobizine </li></ul><ul><li>Simultaneously redesign website </li></ul><ul><li>Integrate Facebook & YouTube </li></ul><ul><li>Advertising campaigns </li></ul><ul><li>Keeping sponsors happy </li></ul>
  11. 11. HYPE Awards entries <ul><li>10 VOTED CATEGORIES </li></ul><ul><li>Best Video : Best Song : Best Beat-Boxer : Best DJ </li></ul><ul><li>Best Graffiti Artist : Best Group : Best Solo Artist Best Mixtape : Best Album : Best Lyricist </li></ul><ul><li>3 ADJUDICATED CATEGORIES Best Break Dancer : Best Dance Crew : Best Producer </li></ul>
  12. 12. Solution <ul><li>Existing CMS </li></ul><ul><li>Redesign and migration to new CMS </li></ul><ul><li>YouTube and email </li></ul><ul><li>Marketing via Facebook, mobizine, events </li></ul>
  13. 13. HYPE Awards entries <ul><li>10 VOTED CATEGORIES </li></ul><ul><li>Best Video : Best Song : Best Beat-Boxer : Best DJ </li></ul><ul><li>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 </li></ul><ul><li>Email lyrics/cover/photo to [email_address] (Subject: Hype Awards: Best Lyricist) 3 ADJUDICATED CATEGORIES Best Break Dancer – Best Dance Crew </li></ul><ul><li>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) </li></ul><ul><li>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) </li></ul>
  14. 16. Why online? <ul><li>Unbanked, but online target market </li></ul><ul><li>Large cellphone user base, many with Web access </li></ul><ul><li>Costs </li></ul><ul><li>Manpower requirements </li></ul><ul><li>Versatile for changes and daily updates </li></ul><ul><li>Time frames </li></ul><ul><li>Storage </li></ul><ul><li>Automatic time limit </li></ul>
  15. 17. Why online? (2) <ul><li>Advertising opportunity </li></ul><ul><li>Direct links to advertisers’ websites </li></ul><ul><li>“ Meeting place” for disparate and displaced community </li></ul><ul><li>Cost-conscious community </li></ul><ul><li>Affordable conversion from online to print </li></ul><ul><li>Feedback loop of 3 medias: online, print, mobile </li></ul>
  16. 18. Why SMS voting? <ul><li>Preferred tech of target market </li></ul><ul><li>Low barriers to adoption </li></ul><ul><li>Existing competitions in HYPE via SMS – user acquaintance with technology </li></ul><ul><li>Low costs for users </li></ul><ul><li>Income for HYPE, to be channeled into CSI project </li></ul>
  17. 19. Why own CMS? <ul><li>Costs </li></ul><ul><li>Company-wide strategy of ownership </li></ul><ul><li>Freedom from 3 rd parties </li></ul><ul><li>Existing functionality like polls, newsletters, automated events, </li></ul><ul><li>Easily customised </li></ul><ul><li>Allows for future plug-ins and add-ons </li></ul>
  18. 20. Why YouTube? <ul><li>Existing YouTube/online hip hop culture </li></ul><ul><li>Unlimited free bandwidth and space </li></ul><ul><li>Established brand – 1bn hits a day </li></ul><ul><li>Cross-marketing opportunities </li></ul><ul><li>Ability to maintain HYPE brand identity via YouTube Channel </li></ul><ul><li>Fast downloads </li></ul><ul><li>Easy integration into CMS </li></ul>
  19. 21. Cost analysis <ul><li>CMS – no cost, existing expenditure </li></ul><ul><li>YouTube – no cost </li></ul><ul><li>SMS – no cost </li></ul><ul><li>Development – 5 days’ salary </li></ul><ul><li>Hosting – part of existing expenditure </li></ul>
  20. 22. Implementation <ul><li>Extensive and intensive planning </li></ul><ul><li>5 days for website development and population </li></ul><ul><li>2 days testing </li></ul><ul><li>Live within a week </li></ul><ul><li>Entries flooding in – 6 a day </li></ul><ul><li>(Deadline 1 Dec) </li></ul>
  21. 23. Results <ul><li>Live on 29 September </li></ul><ul><li>6 entries per day by 15 Oct (deadline 1 Dec) </li></ul><ul><li>Discussion on other hip hop forums </li></ul><ul><li>Huge community interest </li></ul><ul><li>Easy implementation </li></ul><ul><li>Advertising leads </li></ul><ul><li>Online subscriptions to print magazine </li></ul><ul><li>Happy sponsors </li></ul>
  22. 24. Questions? <ul><li>Ansie Vicente </li></ul><ul><li>Editor-in-Chief </li></ul><ul><li>[email_address] </li></ul><ul><li>Dawid Venter </li></ul><ul><li>Online Editor </li></ul><ul><li>[email_address] </li></ul>
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