CIPR Freshly Squeezed - Using video online in Social Media


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tThis is the presentation I gave at the CIPR in London in September 2011 discussing how brands can use interacive video, both live and on demand, to broadcast directly to their audience through social media channels such as Facebook and YouTube and crucially how to engage with bloggers to aggregate the content.

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CIPR Freshly Squeezed - Using video online in Social Media

  1. 1. CIPR Freshly Squeezed Using video online in Social Media Russell Goldsmith, markettiers4dc September 2011 @russgoldsmith
  2. 2. Define a broadcaster Are they a cross platform media owner now
  3. 3. Traditional broadcast media still has a powerful and important role but new social media platforms provide a direct route to audience
  4. 5. Online News
  5. 6. Outside of news <ul><li>Challenge </li></ul><ul><ul><li>Provide your messages to your target audiences through content that they want to engage with </li></ul></ul><ul><li>Potential </li></ul><ul><ul><li>Imagine your own version of Question Time, but with the ability to moderate the conversation and questions </li></ul></ul><ul><ul><li>Or your own TV channel featuring just your products that viewers can purchase whilst watching from any connected device or via any affiliate partner </li></ul></ul>
  6. 7. Live webTV
  7. 8. Live webTV - Saga Election <ul><li>The Saga Manifesto released in Jan 2010 sought to identify issues most important to older people </li></ul><ul><li>In March edition of Saga magazine the leaders of the three main political parties responded to demands of the Saga generation </li></ul><ul><li>Next phase asked them to flesh out promises in a live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society  </li></ul>
  8. 9. <ul><li>David Cameron </li></ul><ul><ul><li>Streamed live in front of audience, which included Saga Populus panel members </li></ul></ul><ul><li>Gordon Brown </li></ul><ul><ul><li>Pre-recorded from 10 Downing Street with questions gathered in advance </li></ul></ul><ul><li>Nick Clegg </li></ul><ul><ul><li>Produced live from markettiers4dc studio directly after Nick Clegg’s appearance on Andrew Marr Show </li></ul></ul><ul><li>Media coverage included: </li></ul><ul><ul><li>BBC News Online, Sun Online, Over , The Independent,, The Express, Mail Online, The Spectator, About My Generation, In the News, Mature Times, Talk Talk </li></ul></ul>Live Shows
  9. 10. Example Coverage
  10. 11. Facebook Fan Pages <ul><li>Brands shifting focus onto their Facebook Fan pages. </li></ul><ul><li>Challenge is to maximise Facebook’s limited page structure to make brand’s fan page more engaging to encourage fans to ‘like it’ and share the content </li></ul><ul><li>Key is to help viral spread of content & message – these are the actions that then appear in the walls/news feeds of your fans’ friends which may encourage them to visit your page too – don’t rely on Tabs </li></ul>
  11. 12. Facebook and YouTube* <ul><li>42% check out videos friends and family recommended </li></ul><ul><li>25% share videos from YouTube via Facebook </li></ul><ul><li>22% send links to friends </li></ul><ul><li>8% check out brand channels </li></ul><ul><li>34% watch videos that friends share on profiles </li></ul><ul><li>11% check out brand pages </li></ul>*IAB research June 2010 1000+ sample
  12. 13. Streaming programming live in Facebook <ul><li>Facebook’s 1 st live UK concert with Eliza Doolittle, produced exclusively for Carphone Warehouse Facebook page </li></ul><ul><li>Fan base increased by 10% (5000) in 30mins </li></ul>
  13. 14. Interactivity within Facebook Wall <ul><li>Example of live interactive webTV show in Wall of Facebook </li></ul><ul><li>Webchat with Jeff Brazier for British Toy & Hobby Association UK where viewers can submit questions directly on the video player </li></ul>
  14. 15. Via Satellite – Laphroaig Whisky
  15. 16. Laphroaig Whisky <ul><li>Global live & interactive shows via satellite: </li></ul><ul><ul><li>Engage 400,000 online community – ‘Friends of Laphroaig’ </li></ul></ul><ul><ul><li>Aggregated to 3rd party websites </li></ul></ul><ul><ul><li>1,000+ questions posted in advance, further 1,100+ during the live show </li></ul></ul><ul><ul><li>7,300+ views of live show & 10’s of 000’s since </li></ul></ul><ul><ul><li>Watched in 63 countries </li></ul></ul><ul><ul><li>Further shows from Scotland, Kentucky, Jerez and next fom Australia </li></ul></ul>
  16. 17. Using Database Prudential BEFORE AFTER HTML emails sent to your database to create an appointment to view the live shows in particular and to encourage questions to the guests, and then to follow up letting them know the videos are available on demand. This works well as proven by award winning Prudential campaign (left) Worked database of 40,000+ customers generating 100+ questions for show, now viewed by 30,000+ people
  17. 18. B2B Orange Business Awards Call for entries using research with previous finalists and winners into their insights into the shape of British business in last ten years
  18. 19. Branded Content
  19. 20. Nestle Carnation – Kirsty Allsopp
  20. 21. Interactive Video
  21. 22. Jaeger using interactive catwalks <ul><li>To maximise viewing Jaeger embed LinkTo™ technology on their catwalk videos to enable the audience to engage with the video to gain more information on featured products and add them into their shopping basket. </li></ul><ul><li>Promoted on home page – ‘Shop the Catwalk’ </li></ul>
  22. 23. Jaeger Highlight product by rolling mouse over video Clicking on product pauses video and brings up info page Click on link to add product directly to shopping basket <ul><li>27% Engagement </li></ul><ul><li>13% click through </li></ul><ul><li>Average shopping basket increased by 300% </li></ul>
  23. 24. Interactivity in Facebook - Vodafone!/vodafoneUK?sk=app_122993871113556
  24. 25. Data Collection in Facebook <ul><li>Benenden Healthcare allowing fans to enter competition through video enabling valuable data collection </li></ul><ul><ul><li>Video fronted by Dancing on Ice 2010 champion Hayley Tamaddon </li></ul></ul><ul><ul><li>Viewers click on video and entering their details in the form that then appears </li></ul></ul>
  25. 26. Importance of Blogger Engagement
  26. 27. Seafarers UK Video
  27. 29. Improving SEO “ You are 50 times more likely to be on the first page of a Google search if you have tagged video on your site” – Bruce Daisley, Sales Director for YouTube & Display UK
  28. 30. Improving SEO <ul><li>Video Content </li></ul><ul><li>Well tagged with supporting editorial copy </li></ul><ul><li>Aggregated to highly indexed media owner sites, personal blogs and through social media </li></ul>
  29. 31. Buxton: Improving SEO and Buzz <ul><li>webchat with Alastair Cook supported with large online and social media outreach and press advertising campaign </li></ul><ul><li>With so much online aggregation , social media outreach and buzz on twitter, SEO was enhanced through natural search results </li></ul><ul><li>Searches on Alastair Cook before and after show produced tremendous results for Buxton </li></ul><ul><li>Also buzz about the show on twitter with example tweets from England’s ‘Barmy Army’ (8082 followers) </li></ul>When searching Alastair Cook, out of 914,000 results, the webTV show is the 3 rd link on the first page – and is a blog!
  30. 32. Google ‘how To make a ppi claim’
  31. 33. Case Study
  32. 34. Background & Objectives <ul><li>Existing video content on website & YouTube with incredible SEO </li></ul><ul><ul><li>#1 out of 29.5m on Google ‘how to fit children’s shoes’ </li></ul></ul><ul><li>Wanted to make content work harder by creating e-commerce opportunities </li></ul><ul><li>Drive brand awareness amongst parents and build community to engage directly with them </li></ul><ul><li>Create new vehicle for regular dialogue with parents – mum’s in particular – to build loyalty </li></ul>
  33. 35. Content Aggregation Mummy blogger outreach Media Partnership with Netmums Broadcast PR campaign
  34. 36. Phase 1 – Make existing content work harder + Custom Channel Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to add to basket
  35. 37. Recruit our Mums Half Hour panel Applicants invited via forums, blogs and our celebrity talent (53,000+ followers) 100s of applications, short-list interviewed over Skype and face to face Series trailer produced In the future, may need to include #ad
  36. 38. Mum’s Half Hour – Live! 6 episodes in the series running until November 2011 Issues from competitive parenting, back to school, summer holidays, breastfeeding, fashion... All topics chosen by our mummy panel based on feedback from viewers
  37. 39. Media partnership with netmums
  38. 40. Aggregation to 25+ sites/blogs
  39. 41. Aggregation
  40. 42. Feedback from the first show “ I thought it was great - really interesting and I think mums will have found it really reassuring to hear the discussions. They were very inspirational” “ In true mum style I had to cancel to care for my 8 month old! I thought it went well and is a great format for a show, it gives mums the chance to share ideas and help re-affirm we are all normal and everyone does things in their own way” “ I enjoyed Mum's Half Hour very much - thought there was enough discussion for it to be twice as long!”
  41. 43. Summary <ul><li>Broadcast is growing in outreach </li></ul><ul><li>Video increases search results online </li></ul><ul><li>More channels than ever before, and direct dialogue with audience/community </li></ul><ul><li>More opportunities </li></ul>
  42. 44. Any questions? Thanks! E: M: 07775702076 T: 0207253888 Twitter: @russgoldsmith Facebook: Linkedin: Skype: russell.goldsmith