Public Broadcaster Analysis

581 views

Published on

This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and Canada.

Published in: Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
581
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Public Broadcaster Analysis

  1. 1. Public Broadcaster Analysis & Best Practices 1
  2. 2. This session is meant to encompass all of our users, not just our Partners, and how we can leverage different tools to change users into Partners. 2
  3. 3. We will also look at the bigger picture, not just phase one (NetCommunity) but what we can do to further user stewardship and brand awareness 3
  4. 4. This is an opportunity for everyone to bring up ideas and suggestions Draw from all of the webinars and seminars for online fundraising you’ve been to 4
  5. 5. Other Public Broadcaster 5
  6. 6. { 6
  7. 7. •Where: Ontario, Canada •Age: 1970 (40 years) •Number of Viewers: 10M •Number of Annual Donors: 50,657 •Annual Amount of Donations Received: $5.39M 7
  8. 8. •Where: Seattle, Washington •Age: 1954 (56 years) •Number of Viewers: 1.6M in WA, 828,000 in BC •Number of Annual Donors: 125,000 •Annual Amount of Donations Received: $14.4M 8
  9. 9. •Where: Southern & Central California •Age: 1964 (46 years) •Number of Annual Donors: 20,000 9
  10. 10. •Where: Boston, Massachusetts •Age: 1955 (55 years) •Annual Amount of Donations Received: $22.9M 10
  11. 11. •Where: Northern California •Age: 1954 (56 years) •Number of Annual Donors: 200,000 •Annual Amount of Donations Received: $37.7M 11
  12. 12. Criteria •User Accounts & Community •Social Media •About •Soliciting Supporters {Four Key Areas of Interest 12
  13. 13. User Accounts & Community 13
  14. 14. NetCommunity 14 Team Fundraising Personalized Online Giving Options Weblogs/Blogs Personal Pages Giving History Polls/Surveys Event Calendars
  15. 15. 15
  16. 16. 16 • Email subscriptions • My WGBH: ratings, favourite programs, events, etc. • Tailored content
  17. 17. 17
  18. 18. 18
  19. 19. Complete profile including picture, personal bio, AIM address, favourite show, etc. 19
  20. 20. Interaction with other users (follow / followers) Recent activity of yourself and friends 20
  21. 21. Discussions 21
  22. 22. A communal space for users to share their thoughts, look up most favourited articles/media, and find users with similar tastes. 22
  23. 23. 23
  24. 24. 24
  25. 25. Member’s Home Page: Many highlights and features for different areas of their online community. 25
  26. 26. Portfolio Page: Listing of stats; access to activities, messages, requests; overview of their fan it section. 26
  27. 27. fan it Page: Here we can see user stats, latest news (tweets), featured rewards, and the leaderboard. 27
  28. 28. NBC gives away points to users for performing tasks. Users gain points by: • spreading the word about the NBC community and shows • contributing to the community’s content • spending time on their website 28
  29. 29. One of the best ways for users to gain points is by following/talking about NBC on Social Networks. This would be an extremely easy way to get our users to campaign for us and to spread our message to their friends and followers. 29
  30. 30. Another way that NBC users can gain points easily is by completing “challenges”. The challenges are for things like “watch this video and comment on it” or “watch this clip and share it on Social Networks”. 30
  31. 31. Now that their users are racking up points, what do they do with them? 31 They purchase rewards (that look a lot like some of the benefits that are found on our PIK special offers page). Currently they only have three tiers of rewards: 1250, 2500, 5000 points.
  32. 32. Leaderboard 32 Top Three are the only ones with over 10,000 points (2 t-shirts). 475 users are above 500 points. 525 users are between 345-500 points (many pages left). Only 118 users are over 1250 points.
  33. 33. 33
  34. 34. Take Aways Broad Integration with our Drupal website We would significantly increase our: • user stewardship • brand awareness Leverage gaming/rewards to get users to: • spend more time on our site • spread our message 34
  35. 35. Social Media 35
  36. 36. Where are they? 36
  37. 37. What are they doing? 37
  38. 38. What are they doing: On facebook 38 WGBH created 32 photo albums KQED solicits visitors with mobile giving
  39. 39. What are they doing: On their Website with facebook Facebook Like with number of Fans Facebook Recommendations 39
  40. 40. What are they doing: On their Website with facebook Facebook Connect 40 • User’s facebook Identity • Friend Information • Distribution/Activity
  41. 41. What are they doing: On Twitter KQED created multiple Twitter feeds for the different areas that they cover. Areas such as: politics, policy, arts & culture, food, general, etc. 41
  42. 42. What are they doing: On their Website with Twitter Integrated Twitter Feeds 42
  43. 43. What are they doing: On Flickr KCTS 9 has created 31 galleries (1765 photos in totals) 43
  44. 44. What are they doing: On their Website with Flickr 44 Photo Competition Users submit photos and vote on their favourites As users upload/vote photos, their feeds are updated
  45. 45. What are they doing: On YouTube Every broadcaster had some form of YouTube channel. KQED had the most successful one by far with 5331 subscribers, better than all others by 5000 viewers. 45
  46. 46. What aren’t they doing: On Vimeo 46
  47. 47. Take Aways My recommendations: • facebook Recommendations • facebook Like • Flickr photos/galleries • Move into Vimeo, assuming we have content (need to get permission to display shorts / Arts Shuffle) Future recommendation: • Mobile Giving • Implement facebook Connect 47
  48. 48. What are they saying? 48
  49. 49. What are they saying? Many do what Knowledge does: rephrase the description that is on the website, add a link, and place it on multiple networks. } 49
  50. 50. What are they saying? 50 3,548 People Liked This.
  51. 51. What are they saying? 51 2,097 People Liked This.
  52. 52. What are they saying? 52 4,120 People Liked This.
  53. 53. What are they saying? 53 Following: 467 People. Followers: 650 People.
  54. 54. What are they saying? 54 Following: 2,290 People. Followers: 2,685 People.
  55. 55. Take Aways Recommendations: • Different content from our website • Start conversations, whether they’re directly related to Knowledge or not (interact with visitors) • Have different content on different networks 55
  56. 56. What Organizations Say About Themselves 56
  57. 57. How they convey their message • Mission / Vision Statements • Letter from the CEO • Video explanation from the CEO prominently displayed all year 57
  58. 58. History and Timelines 58
  59. 59. Take Aways We already have a support Knowledge video, however it is hard (or impossible) to find. It should be more prominent all year round. Visuals in our about section: Not just text! Most other broadcasters have a much larger About section. 59
  60. 60. Soliciting Supporters 60
  61. 61. Awareness Donations & 61
  62. 62. Creating Awareness One of Knowledge's biggest hurdles is to make users aware that we are a nonprofit organization. 62
  63. 63. 63
  64. 64. 64
  65. 65. 65
  66. 66. 66
  67. 67. Take Aways • Demonstrate visually that we rely on partners and where their money is going (Pie Charts) • Video content explaining to visitors that we are a not-for-profit company • Create campaigns around getting a certain type of program 67
  68. 68. Donations Tax Calculator 68 Membership Incentives Fund Allocation Types of Memberships Different Ways to Give
  69. 69. Tax Calculator Handy tax calculator to help potential and current members find out how much of a tax credit they will receive. 69
  70. 70. Fund Allocation Most broadcasters indicated in some way how donations were spent 70
  71. 71. Membership Incentives • Magazine Subscription • Meet the Producers • On-air pledge volunteer invitation • Member-only hotline • Coupons • Discount Card 71
  72. 72. Different Ways to Give 100 Hole Golf Marathon — One broadcaster asked its members to participate if they were able to find 20 people each to sponsor them at $1 per hole. 72
  73. 73. Different Ways to Give Amazon Associates — Purchase something through their link and a percentage is given to the broadcaster. Custom Credit Card — KQED convinced Capital One to donate $50 on first purchase and a percentage of subsequent purchases. 73
  74. 74. Different Ways to Give 74
  75. 75. Membership Levels Three of the main Five broadcasters reviewed utilized membership levels. Two other types of memberships were “Dollar a Day” memberships and student memberships. 75
  76. 76. Green or Sustainable Memberships were a common theme among many broadcasters. • No paper receipts • Auto Renew memberships without any notices to save on mailings / paper • Green Gifts • Enhanced Guide using PDF or Flash 76 Membership Levels
  77. 77. Electronic Guides 77
  78. 78. Take Aways Quick/Easy to implement: • Tax calculator (simple Javascript) • Show Partners where their money goes • Amazon Associates Harder/Longer to implement: • Membership Levels (Raiser’s Edge) • Green Membership • Get Partners to fundraise for us • Discount Card / Coupons • Interactive Program Guide 78
  79. 79. Discussion 79

×