Introduction to social media training for BBC Vision

Social Media for Vision Factual Production Practical training http://www.flickr.com/photos/jimbrekke/437615722/sizes/o/

Course Aims and Objectives
Schedule
Introduction
Your experience
Current BBC Activity
Factual Case Study
Jeremy Torrance
The production process
Exercise
Idea development
Present and feedback
http://www.flickr.com/photos/joeshlabotnik/1034514758/

Course Aims and Objectives
Key Learning points are:
What is the BBC currently doing with Social media around in factual content.
What is the process for setting up and managing a social media service
Who to contact
What is the commissioning process
What is the sign off process
What are the resource implications for setting up and managing a social media service
Initial development costs
Staffing
Moderation
What are the tools to effectively measure the performance of your social media service

But first a video…
http:// www.youtube.com/watch?v =sIFYPQjYhv8

Ice Breaker
Discuss in Pairs:
Five years ago…
How did you decide what to:
Watch?
Buy?
How to Vote?
Where to Holiday?
http://www.flickr.com/photos/alannavanisle/114372045/

Ice Breaker
Discuss in pairs:
Last month:
How did you decide what to Watch?
Buy?
How to Vote?
Where to Holiday?
What’s changed?
What tools are you using?
How are they affecting your behaviour?

Definitions of Social media on the Web:
Social media is content created by people using highly accessible and scalable publishing technologies. ... en.wikipedia.org/wiki/Social_media
A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction. searchenginewatch.com /define
An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. ... www.anvilmediainc.com/search-engine-marketing-glossary.html
Social Media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. ... sprythink.com/glossary.html
Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. www.tvb.org/multiplatform/Multiplatform_Glossary.aspx
Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site. www.capilanou.ca/help/active-cms/glossary.html
Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc)

Definitions of Social media on the Web:
Social media is content created by people using highly accessible and scalable publishing technologies. ... en.wikipedia.org/wiki/Social_media
A category of sites that is based on user participation and user-generated content . They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction. searchenginewatch.com /define
An umbrella term that defines the various activities that integrate technology, social interaction , and the construction of words and pictures. ... www.anvilmediainc.com/search-engine-marketing-glossary.html
Social Media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings . ... sprythink.com/glossary.html
Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other . www.tvb.org/multiplatform/Multiplatform_Glossary.aspx
Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site. www.capilanou.ca/help/active-cms/glossary.html
Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc)

Social Media is... Conversation comments, blogs, messageboards, ... Personalisation profiles, recommendations, schedule, favourites, ... Participation rating, pictures, polls, games, tagging, curation ...

Current BBC social media tools Message boards (on bbc.co.uk) Blogs (on bbc.co.uk) Comments on content (on bbc.co.uk) Full community sites (on bbc.co.uk) Twitter & microblogging sites Facebook & myspace & bebo Flickr, Youtube & photo/video sharing sites http://www.flickr.com/photos/cobalt/1156232979

So that’s the kit
But actually it’s about the editorial proposition

Social media activity around TV allows audiences to: http://www.flickr.com/photos/tomswift/3374846479/ Engage Enthuse Create Connect Understand Unveil Challenge Air Share Contribute Compete And of course Tweet

Exercise
Divide room in to groups
Select an envelope [ create ideas for supporting programmes and seasons with varying aims such as adding value, enthusing audience ]
Step One
Define the brand, identify the audience demographic.
Set the objective.
What exactly is it that we want to do

5 Minute Timer End

Process
Your idea – what will users get out of it? What are the strongest options for it?
The activity and life cycle of your proposition. Will it be launched before transmission? How long will it go on for? When will it close?
How will it add value to the existing brand? How closely can the production of your social media sit to the TV production?
http://www.flickr.com/photos/steeljam/3441978503/

Process
What sort of social media experience do the people involved in your proposition have?
How will people find it? Just because something’s there, doesn’t mean that people will come, or that they’ll interact.
How often will it be updated, tended and hosted? What resource/staff might it require?
What would success look like to you? 1000s of users? Intelligent debate? Reaching a hard to reach demographic?
http://www.flickr.com/photos/steeljam/3441978503/

Exercise
Stage 2
Three examples of how you will build an audience
Marketing
Calls to action
Activity
Rewards
http://www.flickr.com/photos/tisseurdetoile/2141698014/sizes/l/

5 Minute Timer End

Case Study
Jeremy Torrance
Autumnwatch

Exercise
Stage 3
Strategy for gaining users.
Activity for maintaining the community.
3 activities

5 Minute Timer End

Costs - There’s no free social media – it all needs staffing… - It’s easy to underestimate the staff time required to produce a quality service, especially around a large TV brand - A message board might take 2 hours a day, for example. And a blog requires 3/5 posts a week, as well as roughly 0.5/1 day hosting a week.

Costs/resource NB: bespoke build or development won’t adhere to general guidelines… probably not no low yes probably facebook application/widget no cost - done by external company no low no - videos prepared by producer and sent to R&R team youtube - on bbc channel done by producer possible medium tech done by producer a group on flickr, bebo, facebook no recommended medium tech done by producer twitter account medium/high* possible high yes - high full community site medium/high* recommended high yes - low/med blog medium/high* possible medium/high yes - low/med comments on content medium/high* possible high yes - low/med message board moderation talent ongoing hosting set up - requires technical resource?

Exercise
Stage 4
What are the risks?
Three examples?
Closing the community
How would you manage it?

5 Minute Timer End

Re:search Tools
Alerts
Google
RSS
Social Bookmarks
Delicious
Digg etc

Measuring activity
Addictomatic
Addictomatic searches the best live sites on the web for the latest news, blog posts, videos and images
http://addictomatic.com/
Shownar
Shownar monitors traffic on BBC Online, and looks for links to BBC programme ... Shownar is currently a prototype, and, as such, has limited data available.
http:// www.shownar.com /

Measuring activity - Twitter
Third party tools – analytics tools including measures based on:
re-tweeting (Retweet Radar; Twist); online reputation (Monitter, Twitter Grader); impact and influence (Twinfluence, Twittersheep); unfollowers (Qwitter)
Alert services – tweetbeep.com and other methods for tracking mentions
Real time observation - http://twitterfall.com/ and similar tools
Analysis of followers using http://tweepler.com/ and similar tools

Use the networks
“Spend 3 days making content, and two days getting links to it, otherwise it’s invisible”
Andrew Barron
Interactive Editorial Lead
Navigation & Services

Exercise
Pitch your ideas
What it is
Who it’s for
What it does for them
Strategy for building and maintaining the audience
Risks
Exit strategy

5 Minute Timer End

Fundamentals
Realize the social networking world does not revolve around you or your brand. It’s everyone’s home.
Listen before you speak. See how people talk to each other. Figure out the terminologies. Ask questions. People love to help. But listen first.
Make your friends feel special. (@reply by a person’s name) A big personality who replies or comments and call someone out by name, it’s special to them.
Ask lots of questions
Proactively manage the conversation
Bring something to the table that the online community values.

Fundamentals Go play.

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Introduction to social media training for BBC Vision

by Rowan Kerek Robertson on Nov 25, 2009

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Introduction to social media training for BBC Vision — Presentation Transcript