Presentatie iMinds MediaCRM

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  • Technology on the market: Nielsen, CivolutionTODO: keyframe from nielsen video
  • Presentatie iMinds MediaCRM

    1. 1. MediaCRM<br />Realizing Customer Relationship Management for Broadcasters<br />Mike Matton – VRT-medialab<br />iMinds – 13/10/2011<br />
    2. 2. INTRODUCTION<br />Second screen potential<br />
    3. 3. Are second screen devices becoming popular?<br />Extract of internet questionnaire of VRT study dept. - 303 respondents<br />100% computer<br />76% laptop<br />72% desktop<br />12% netbook<br />72% DTV<br />65% flat screen<br />34% traditional CRT TV<br />2,5% Tablet-PC<br />2% TV with webapps<br />2% 3D TV<br />55% DVD-recorder<br />26% smartphone<br />13% HD-recorder<br />7% mediacenter<br />
    4. 4. Combining media, different screens<br />Which of these activities do you combine with watching television <br />at least once a week?<br />COMBINING WATCHING TV<br />I combine watching TV at least once a week with …<br />+<br />
    5. 5. Do people like to share their opinion?<br />To which extent do you find the possibility to share your opinion with others and the programme creator interesting?<br />RANDOM SAMPLE (%)<br />{<br />More results<br />tobepublished on out website:<br />http://www.vrtmedialab.be<br />39%<br />{<br />61%<br />Basis: Random sample (n=303)<br />
    6. 6. Second screen<br />Appspopping up everywhere<br />
    7. 7. Second screen<br />
    8. 8. Fact: The consumer isdigital<br />Consumer is digital<br />Personal devices<br />Mobile devices<br />Always connected<br />Digital footprint!<br />Surf & Watch TV<br />> 2nd Screen<br />Broadcaster, Producers& Advertisers!<br />
    9. 9. Broadcasting- Context switch<br />Whydidn’tbroadcasters “do” CRM earlier?<br />Consumer<br />Broadcaster<br />Today<br />Second screen<br />IP TV<br />Broadcast + internet<br />Media content<br />Extra content<br />2-way communication<br />Linearbroadcasting<br />Content<br />Yesterday<br />
    10. 10. WhodidVillaCRMreach<br />What level of interaction have we obtained<br />
    11. 11. Villasquare 1st & 2nd screen<br />auction<br />360°cam<br /><ul><li>About 40Ipad-visitors a day</li></li></ul><li>Villasquare registrations<br /><ul><li>3555 Engaged on Villasquare
    12. 12. +/- 600 with profile info
    13. 13. 3865 active on facebook
    14. 14. 3929 active on twitter</li></ul>In totalabout 11.000 viewers engaged<br />
    15. 15. Villasquare: received messages per type<br />auction<br />360°cam<br />Pukkelpop<br />Sven Ornelis<br />Total: +/- 35.000 messages<br />360°cam<br />Poll launch<br />Poll<br />
    16. 16. MediaCRM: The platform<br />
    17. 17. MediaCRM: twopaths<br />Input<br />Front-end<br />Real-time!<br />Live processing<br />Real-time app<br />Offline path<br />VillaSquare<br />connection<br />Replay app<br />OFF-LINE<br />Logging<br />Enriching<br />Storing<br />Data analysis tools<br />
    18. 18. Real-time statistics & replay<br />
    19. 19. See the demo<br />VRT-medialabbooth<br />
    20. 20. Off line analysis<br />
    21. 21.
    22. 22.
    23. 23. Sentiment analysis<br />
    24. 24. Sentiment analysis<br />
    25. 25. Sentiment analysis<br />
    26. 26. Lessonslearned<br />
    27. 27. Lessonslearned<br />User profilesnot complete<br />Ask more info on registration<br />Incentive necessary<br />About 11000 users activelyengaged via second screen (villasquare + facebook + twitter)<br />1-2% of viewers engaged<br />Market potential: 10 – 15% <br />Endemol: 12% on play-along game show)<br />10% withidols second screen app, …<br />Millionpound drop<br />Format is important<br />Engage, interactwith the consumer!<br />
    28. 28. Remainingchallenges<br />
    29. 29. Time Synchronization<br />
    30. 30. Feedback to consumer<br />More apps! <br />Consumer likestobeabletoinfluencethings<br />Personalisedcontent<br />Recommendations<br />Personalisedapps<br />Otherpossibilities of exploiting the data<br />Important forbroadcasterstothinkaboutthis. <br />Personalised advertisement, …<br />
    31. 31. Thankyou!<br />Questions?<br />

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