Advanced Multiplatform Strategy for Broadcasting Biz Stakeholders

382 views

Published on

Digital platforms used to be one of these things that wasn't like the others. Thought of as an add-on or as "the future." This is primer on why this was never so, to help us in the broadcasting business get with it in the not-so-new-anymore multiplatform content world we live in.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
382
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Advanced Multiplatform Strategy for Broadcasting Biz Stakeholders

  1. 1. Advanced (MULTIPLATFORM) Strategy for Broadcasting Biz Stakeholders Telemundo Station Group | March 13th 2013 | Biltmore Hotel | Coral Gables | Florida
  2. 2. #1 DIGITAL IS DEAD
  3. 3. Digital is…
  4. 4. Digital is… DISRUPTING OUR TV BUSINESS  
  5. 5. Digital is…
  6. 6. Digital is… DISRUPTING OUR AUDIENCE  
  7. 7. Digital is…
  8. 8. Digital is… DISRUPTING OUR ADVERTISERS  
  9. 9. So...
  10. 10. “digital”
  11. 11. Forget about it
  12. 12. Wired Magazine Sept 2010
  13. 13. Digital Analogue
  14. 14. Digital Analogue is only the opposite of
  15. 15. Television is digital
  16. 16. Print is digital
  17. 17. Sponsoring is digital
  18. 18. Product is digital
  19. 19. Digital is a channel Television Print POS CRM Digital
  20. 20. Digital is not a channel Television Print POS CRM Digital
  21. 21. All channels are digital Television Print Digital POS CRM
  22. 22. There is no digital for consumers
  23. 23. There is no social for consumers
  24. 24. All channels are social Television Print Social POS CRM
  25. 25. There is only life…
  26. 26. There is only content.
  27. 27. Life = Content
  28. 28. Life & People Content Context Behaviors Convenience
  29. 29. #2 TV THE FUTURE OF
  30. 30. #2 THE FUTURE OF TV CONVERGENC E
  31. 31. #2 THE FUTURE OF TV CONVERGENC E Done Right
  32. 32. Together from the Beginning Digital Traditional
  33. 33. We are Content (Life) Producers & Distributors
  34. 34. We are Content (Life) Producers & Distributors ADJUSTING OUR OFFERINGS
  35. 35. Digital is the Variable that can… STATIC CONTENT PASSIVE AUDIENCE INFORMATIVE MESSAGE
  36. 36. Digital is the Variable that can… DYNAMIC CONTENT PARTICIPATORY AUDIENCE INTERACTIVE MESSAGE
  37. 37. Raise Value?
  38. 38. Raise Value? CONCEPTUALIZE!
  39. 39. Conclave Papal 2013
  40. 40. Conclave Papal 2013 How much are these ‘packages’ worth?
  41. 41. Conclave Papal 2013 How much are these ‘packages’ worth? Newscast Coverage Website Story
  42. 42. Conclave Papal 2013 How much are these ‘packages’ worth? Newscast Coverage Local Voting Papal Conclave Mobile Downloads Website Coverage
  43. 43. THE MINDSET IN A NUTSHELL • Content in a conceptualized way from the start. • Main Multi-Platform offering, not one main platform offering cross-promoted across the “secondary” screens. • Blurring Online/Offline through Digital. • Participatory experiences and play mechanics built-in conceptually. • New ways to distribute stories.
  44. 44. #3 TOOLKIT FOR CONVERGENC E Knowing What We Don’t Know
  45. 45. Life Our Platforms
  46. 46. Why will Maria Go ONLINE/MOBILE? Search-Driven Email or Social Media Entertainment Comparison Shopping
  47. 47. How will She FIND OUR SITE? Search-Engine Optimization Mentions on other online media Link or mention on another site Newscast or station promotion
  48. 48. Visit #1: Jorge Luis Pila El Galanazo de ‘La Patrona’ (10am) Slide Show/20 Photos: 20 page views = 40 impressions = 2 minutes on site
  49. 49. Visit #2: Cobertura en Vivo Desde Roma del Conclave Papal (2pm) Text Story + Video: 2 page views = 6 impressions = 3 minutes on site
  50. 50. Visit #3: 1 (4:30pm) (2pm) Increase in bounce rate
  51. 51. Audience Metrics 1 Unique User (Maria) 3 Visits 23 Page Views 2:30min Average Time Spent on Site 47 Impressions 33.3% Bounce Rate(2pm)
  52. 52. 10,173 People visited this site 10,594 Visits 10,173 Unique Visitors 14,080 Page Views 1.33 Page/Visit 00:00:41 Average Time on Site 71.46% Bounce Rate 95.33% New Visits(2pm) (2pm)
  53. 53. #1: Convenience Trumps Almost Everything Else
  54. 54. #2: Context Will Dictate Behavior Everytime
  55. 55. CONTEXT CREATES BEHAVIOR BEHAVIOR CREATES CUSTOMER BASES • Device • Place • Cost • Ease of Use • Access • Relationships, Peer Pressure • Value
  56. 56. #3: You Need Volume and Variety
  57. 57. #4: Biggest Expense and Biggest Cost Savings: People
  58. 58. #5: What YOU see IS the Product
  59. 59. #6: Don’t Make Me Think!
  60. 60. #7: Hey... I’m Talking to You!
  61. 61. #8: If a Tree Falls in the Forest...
  62. 62. #9: Shhh Digital can be Private
  63. 63. #10: It’s not what you say...
  64. 64. #11: Where did you put that?
  65. 65. #12: Have I mentioned there are NO returns or make-goods in digital?
  66. 66. NOW! Forget about the slides and pay attention to… Anja (or presenter who will guide discussion)

×