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Presentatie iMinds MediaCRM
 

Presentatie iMinds MediaCRM

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

Presentatie iMinds MediaCRM Presentatie iMinds MediaCRM Presentation Transcript

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