Ovation TV Community on KickApps

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Today we’re going to talk about why, as an arts and culture broadcast network thought we could be successful in the social community business How we started a new business within the broadcast structure Once we “turned the lights on” – Once we launched the social network we were then faced with the challenges of both engaging and managing our users. Believe me…along the way there were many lessons learned…we’ll walk you thru what some of those lessons were and what we’ve culled from our experience And then we’ll talk a little bit about what the future holds for the Ovation Social Community and what milestones do we see up ahead.

Play Sizzle reel– overview of Ovation brand to ENTERTAIN ENGAGE INSPIRE the artist in all of us.

So why did we think we could be successful? With a million cable outlets, why would a young, relaunched channel have a successful social network? We look at online to be more than a marketing tool for broadcast. We see the potential in being a multi-platform media company. We are not a niche category – How many ESPN’s are there? There’s one Ovation

How many ESPN’s and sports channels are there? There’s only one ovation. We’re the only player in our category. We realized that we couldn’t serve our entire base on a passive, linear network We knew that art and culture is a participatory category - we could do more to engage and inspire the art and culture base – it was a natural fit to allow user generated content in an authentic way

So how did we begin the process? How did we even start to build a successful social community.? Realistic about staff bandwidth and rescources – launching this kind of digital initiative we need to be honest about our goals and objectives. **shout out to Aaron…who really was responsible for the success of the community and Jennifer. We’re a small department and needed to build a foundation which wouldn’t tax the bandwidth of our staff. Off the shelf version – Couldn’t develop the technology internally yet wanted a platform that could grow as our site grew and objectives shifted. With an exsisting platform we didn’t have to worry about technology and could focus on the community Scalable – We knew we would want to be able to customize functions as we grew. We needed to be able to respond to our users and offer functionalities that would enhance creativity of community. After extensive research – Opted for the Kick Apps platform So now – once we “turned the lights on” the community – We started this party and now the guests are arriving so how do we engage and manage our users.

Thanks Engaging - its all about motivation Capitalize on our strengths, because we are a network we offer the reward for time on air We set up a monthly competition. We pick the best artwork from the community and put it on air in the My Art promo series. -- (Play left video) Rewards members for quality content. When members ask how they can improve their chances - its about quality first but it’s also about activity on the site. There are a lot of members so they need to remain active in order to get noticed. And of course, good community & contest management means you have to bring it back full circle. Not only maintain the monthly contest, managing expectations - and cap it off with a finale. All contests should eventually have ONE winner. (play right video).

We bring in well known professional artists and performers to inspire the members. Our “Curated” landing page - is a homepage take over showcasing notable artists and organizations, they share relevant content, inspirations and how they got where they are today. We build the page through widgets. Introduce Jennifer. What we get - their membership, their dialogue within the community, their inspiration & their marketing!

We promote the curator/artist and the community website in one promo. (play video) And the curation project becomes a viral marketing tool for us and for the artist/curator, they send the link out to the page over their twitter feeds, Facebook etc. The individual widgets can be embedded on their site or shared on different platforms. As always, we get feedback from the members so we can continue to improve. Members want to know you care and listen.

slow building - long term reward system - We implemented the KickApps Points & Levels system and configured it in a way that rewards the members who spend the most time on the site. They become “Ambassadors, Moderators and Curators” as they move through the levels gaining more control over aspects of the community. This brings up a key community mgmt lesson - you must warn your members before you implement something like this. A site wide change esp. when it involves their personal reputation, can be very alarming to members. We hesitated to notify members, thinking it wouldn’t effect them too much. Boy, were we wrong. It took a lot of explanation and modification to get acceptance of this system. But as you can see in the lower half of the slide, members have really taken hold of it and announce and congratulate members as they move up in rank.

We set up a monthly online chat series called the “Members Happy Hour” where it’s all about the members. We first tried to tie it to on air programming, but the great thing about online is that our reach extends beyond the network. And so to not limit discussion we have made it casual and whatever they want. The chats help build relationships, easing new members into the community. And they are another way we can measure our site, how many people are showing up to the chats over a period of time. We actually attend every single one of them as members. Not only to enforce guidelines, moderate, keep the fire going so to speak but to let them know we are listening, we are plugged in and participating. - But of course, there’s a balance. We can’t tell them how to have fun, just provide the jumping off point.

Its not all about numbers. Goal should be to get the members acting on your behalf without your total guidance. After I posted a blog about the site Blurb.com and your ability to self publish, the members saw the possibilities and started their own series of books entitled “Anthology of Friends” - They are up to 5 volumes now featuring ONLY Ovation TV Community artwork. These books were organized completely on their own. Off shoots of this idea have formed like this “Meditations on the Modern Nude” also solely community artwork. And we have plans to start incorporating these themed books into our on air programs.

We just wanted the site to be for everyone - the pros, the amateurs, emerging and appreciators. Now we have a battle with the amateurs who have a stronghold, we can’t alienate them but it’s a harder road to get the pros to join a bunch of amateurs and hard to get the appreciators to spend a whole lot of time looking at amateur art work. But all is not lost. Let’s face it, there are a lot more amateurs out there than professionals. So our future plans are targeted to the pro’s and what they want….we’ll talk more about that later. Communities grow and evolve, and you won’t be able to monetize over night, set realistic goals and expectations with yourself and your team - the effort it takes Use all the tools available to you. KA has a lot of capabilities But this also includes tapping into other community managers. We all experience similar issues. http://community-roundtable.com/ Friday Twitter Chat, follow @TheCR

So how do we measure success? Right now we have over 8000 members and 100,000 pieces of uploaded art. Roughly 20% of our members are active members who act as our “maven” and evangelize the cause This has been acheived thru organic and accidental growth. There has not been any marketing dollars allocated. We have exceeded all our milestones and objectives Currently the majority of ad buys are added value from broadcast packages. Foothold for a stand alone digital business – the beginnings of a robust database of targeted cultural consumers.

Getting Closer - So what does the future hold for the Ovation Community? Improved functionality and design for better: Retention Integration with OVTV.com Usability and customization capabilities. . Grow and diversify the community – We know that we can build membership by increasing the quality of the art. If we increase the quality of the art - we will attract the people who make art and the people who appreciate art – who consume it. One way for us to do this is to add a professional portfolio feature- Create a feature which allows professional and aspiring artists to show their work and create community with a focus on career. We’re ready to add additional customiztion features by diving into the KickApps Api The Community and Ovation Digital will produce original content that will resonate within the community and continute to integrate Community into the broadcast initiatives. David LaChapelle ex. We will also expand our content delivery strategies by implementing live streaming. Deliver on localism – Tie into Affiliate relationships by having community “on the ground” events and meet ups. Gallery events And of course…monetization – currently the majority of ad buys are from “added value” packages for on air. As we grow the network we create a foothold for a stand alone digital business – the beginnings of a robust community of targeted cultural consumers. .

It ’ s a very exciting time for Ovation TV Digital. The social community is thriving and poised for innovative growth. We have a dynamic member base who are devoted and evangelizing

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Ovation TV Community on KickApps - Presentation Transcript

Ovation TV Community
Agenda Agenda:
- Another Community, Really?
- Getting Started
- Management & Engagement
- Lessons Learned
- What’s Next?
- DISCUSS
Who is Ovation TV? MISSION Our mission is to help people live a more artful life. Ovation TV is for people who love art and contemporary culture. BRAND PROMISE Ovation TV is the curator of the best of art and contemporary culture, be it performance, music, arts, photography, design, literature, architecture, film, dance, visual and fine art – presented in a bold, smart, fresh, and original way. DISTRIBUTION Ovation TV has 32 million subscribers in major cable markets throughout the country.
Why did we think we could be successful? Another Community, Really?
Art Has Broad Appeal Art Fairs & Festivals Musicals & Plays Museums & Galleries Major Professional Sports (includes NASCAR, MLB, NFL, NBA, PGA, LPGA and NHL) 72.7mm 68.4mm 60.3mm 54.3mm 53.4mm Source: Americans for the Arts, Economic Impact Study 2007 Art Has Broad Appeal Music & Dance
We Couldn’t Just Build Any Community: What were the criteria?
- Manageable with limited resources
- Integrated Support
- Multi-functional
- Scalable/Customizable
Annual Contest Video Engaging Members: Competition Monthly Contest Video
Integrating the Influencers Engaging Members: **Screen shot of Arts in American Blog
Curation promo
Engaging Members: Building Reputation
Engaging Members: Live Chats
Measuring Engagement
Lessons Learned:
- Build a Targeted Outreach Strategy (especially at the beginning)
- Be Flexible & Realistic
- Access all available tools
Measuring Success
- Over 8000 members and 100,000 pieces of uploaded art
- In the first year online traffic increased 145%
- Page views jumped 311% and time on site quadrupled
- We have exceeded all milestones and objectives for the first year
Yes, Another Community. Really.
The Future of the Community:
- Building Community by diversifying membership
- Professional Portfolio Feature
- Improved functionality
- Create original content that integrates members
- On the ground community events & meet-ups
- Monetization
JOIN US! www.OvationTV.com/Community For local TV channel listings enter your zip code at: www.OvationTV.com Contact us: Allison Kingsley [email_address] .com Megan Smith [email_address]