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Strategic Social:
Letting the Viewer Take Charge
Going beyond ‘hashtags’ and ‘likes’ to harness the power
of social media ...
Strategic Social:
Letting the Viewer Take Charge
Tuija Aalto
Head of Strategy
Yle, Finland
Social needs to be embedded
in the user experience
• Motivation
– Was: want to relax, or want to hear the news
– Need to i...
Milestones in developing Yle’s social strategy
• Experiments encouraged: 2009 - try everything!
• Social media guidelines ...
Source: Tv-meter (Finnpanel -Yle VP), comScore, Facebook
Youth daily drama series
Uusi päivä has 30.000 FB fans. 45% of
th...
What we want to measure: reach
• 37 % of 15-29-year –old –Finns share media content via
social media.
• How does social ac...
What we want to measure: added value
• Creating value for society: how does social media add
value to our role in strength...
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Social needs to be embedded in the user experience

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Panel contribution at IBC 2013
http://www.ibc.org/page.cfm/Action=Visitor/VisitorID=5927/loadSearch=331677_9518

Motivation: Need to interact, to be connected sharing emotions, reactions, wit
Content / preferred brand: Who connects me to funny or important stuff
Use context: The social layer is there for me when it suits me

Published in: Business, Technology
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Social needs to be embedded in the user experience

  1. 1. Strategic Social: Letting the Viewer Take Charge Going beyond ‘hashtags’ and ‘likes’ to harness the power of social media in broadcast more strategically and measurably to drive audience engagement and revenue #ibcsocial
  2. 2. Strategic Social: Letting the Viewer Take Charge Tuija Aalto Head of Strategy Yle, Finland
  3. 3. Social needs to be embedded in the user experience • Motivation – Was: want to relax, or want to hear the news – Need to interact, to be connected sharing emotions, reactions, wit • Content / preferred brand – Was: Which TV or radio station entertains or informs me the best – Who connects me to funny or important stuff • Use context – Was: The content is easily found when and where I want it – The social layer is there for me when it suits me
  4. 4. Milestones in developing Yle’s social strategy • Experiments encouraged: 2009 - try everything! • Social media guidelines to staff 2010 – be careful and protect our brand! • Strategic social 2012 – reach, discovery, engagement, value for society • Recommendation engine • Social as part of program flow • Facilitating discussion for the benefit of society
  5. 5. Source: Tv-meter (Finnpanel -Yle VP), comScore, Facebook Youth daily drama series Uusi päivä has 30.000 FB fans. 45% of them are girls age 13-17. Instagram feed at 3000 followers. What we know today of engagement online
  6. 6. What we want to measure: reach • 37 % of 15-29-year –old –Finns share media content via social media. • How does social activity extend our reach beyond Yle channels?
  7. 7. What we want to measure: added value • Creating value for society: how does social media add value to our role in strengthening democracy in Finland?

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