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Bbm final social_media_acoupleofchicks
1. What’s Next?
New Digital Trends, Technologies &
Tactics in Broadcasting
Alicia Whalen, Co-founder and Principal
acoupleofchicks.com
2. #soundbites
• What’s changed in digital media
• Multi-platform content consumption
• Impact of media consumption & social media
• 7-ways social and digital is changing traditional media
• Case Study: Tim and Sid
• The Opportunity
• Tips & Tools
• Conclusions
@acoupleofchicks
4. Content is consumed across multiple devices
FACT: 90% of all media interaction are screen based
Source: @Nielsen 2013
@acoupleofchicks #StayingTuned2014
11. Social Media Engagement = Ratings
Impact:
Both radio and television were
once a one-way medium
Creates a feedback loop adding
ROI to a primarily “reach”
advertising medium.
27% increase in engagement and 30% increase in ratin
#StayingTuned2014
@acoupleofchicks
12. 1 . Increase of live programming
• NBC attracted 18.6 million
viewers for its live broadcast
of The Sound of Music.
• High-quality live stream video
delivered to any device and
through multiple channels.
• Impact on advertising:
cloud-delivery of ads in the
video stream. Hard to block
advertising, easy to target and
measure
@acoupleofchicks
What is changing?
13. 2. LIVE is Part of the Experience:
• Social media has become part of the Television watching experience
Multi-screening
@acoupleofchicks
Social media is LIVE
14. Most used LIVE Social Media Channels:
Twitter
Facebook
Tumbler
Vine
Instagram
YouTube
Shazam
Source: @Forbes
Social Media = LIVE
@acoupleofchicks #StayingTuned2014
15. 3. The micro-video
Branded Vines 4X more likely to be
shared than traditional online video
-micro video is portable to all screens
Could eventually result in micro-video
becoming the most portable video
format across screens.
16. 4. Broadcasting is
no longer a one-way conversation
• Social media has created a two
way conversation with
audiences
• Content providers now become
content mediators.
• The Voice voting - integrated
into iTunes
@acoupleofchicks #StayingTuned2014
17. 5. Expanded reach and engagement
Re-broadcasting Extends the Reach Internationally and increased
relevancy for the content
Britain’s got talent:
building new audiences
outside of Britain...
Over 7-Million
Views and
counting!
#StayingTuned2014
@acoupleofchicks
18. 6. The advertising industry is
catching up
Source: MarketingLand: Danny Sullivan
What has changed over 2013?
@acoupleofchicks
New Record For 2014: Hashtags Mentioned In 57% Of Super Bowl Ads
19.
20. The #selfie that broke Twitter
• Ellen’s #oscars
#Selfie: impact on
engagement with the
Oscars - reach was far
beyond those
watching on the LIVE
broadcast
7. Expanded audience engagement:
@acoupleofchicks
21. The Tim and Sid Show: A Case Study
@acoupleofchicks
How Social media boosted
the show's reach outside of
traditional radio and TV
#StayingTuned2014
22. @acoupleofchicks
The Ice Dance Rant
It happened!!
Originally broadcasted as part of
the daily radio and TV show:
-Podcast
-YouTube
-Twitter
23. The YouTube Re-broadcast
Tessa did the thing...with the skate behind her head
..The guy that invented the move said @Virtue_Moi
should be leading!
204,811 YouTube views
24. The Parody
Tim and Sid Fan Parody
Expanded REACH and ADDED NEW Audiences
25. The Opportunity
Use SOCIAL MEDIA and Media convergence to grow
audiences and increase advertising Revenue
26. Except the medium has EXPLODED
and the messages are different depending
on what medium is being used.
The Medium is the Message
@acoupleofchicks
27. Social media has
made broadcasting
a dialogue.
Audiences are now content producers
So what now?
@acoupleofchicks
28. Tools for producer’s and
hosts to monitor and
proactively engage in
social media
conversation with fans.
Crowd sourcing platforms
Social media contesting
@acoupleofchicks
Strategy: Add Value
“Radio Freaks Out: Radio Station Turns Over Control To
Listeners 24/7 On Web And Mobile” Source @TechCrunch
#StayingTuned2014
31. Keys to success:
Content plan
Resources
Monitor and
Measure
Have a Social Media Strategy
@acoupleofchicks
32. Hashtag strategy
Cross platform linking (Twitter, Facebook,
YouTube)
Integration into other media (Live radio or
TV broadcast)
Encourage the dialogue
Proactive Social Media Strategy
@acoupleofchicks #StayingTuned2014
33. Tools to manage
@acoupleofchicks
Sprout Social: Listen and segment audiences
Hootsuite: Listen and manage posts across platforms
Buffer: pre-tweet at peek times
Tweetdeck: available as an app
For producer’s, journalists, TV radio personalities, media sales people
34. Conclusions:
It’s all about the content
Multi-channel approach a must
Invest in Social Media
Invest in content accessible across
multiple channels and devices
#StayingTuned2014
@acoupleofchicks
Today, we are surrounded by a multi-level convergent media world where all modes of communication and information are continually reforming to adapt to demands of technologies, "changing the way we create, consume, learn and interact with each other".
Next hot trend in digital convergence is converged content, mixing personal (user generated) content with professional (copyright protected) content.
90% of all media interactions are screen based -we spend on avg. 4.4 hours of leisure time in front of screens
(although that can double for an 11 year old if you let it!)
We are online - all of the time - across multiple devices
The mobile consumer is the driving force behind the growth, consuming video content as well news, information, sports scores, social networking and shopping.
You MUST have content optimized for all mediums and screens.
Digital convergence refers to the digitizing of traditional media. We are in a time of transition. Previously separate technology (voice, video, data) now interact on the same screen -Consumers not just watching in one spot. Now consuming media on the go.
We may start watching on one device and continue on another. -Digital TV, YouTube and Netflix remember where logged-in users left off when they restart a video at a later point in time, on any device.
Nearly half of smartphone owners (46%) and tablet owners (43%) said they use their devices as second screens while watching TV every day.
-53% of smartphone owners and 53% of tablet owners visit a social networking site while watching TV
-15% of smartphone owners and 10% of tablet owners watched TV programming b/c of something seen on a social network
*new data that shows a correlation between social engagement and ratings for radio stations.
source: http://www.nielsen.com/us/en/newswire/2013/the-fast-and-the-curious--on-the-go-consumers-drive-content-and-.html
Source: Three Biggest Video Trends Of 2014: Forbes
Social media has added a layer of engagement and expanded reach to new audiences.
Live Tweeting during premiers
according to: Three Biggest Video Trends Of 2014: Forbes article
micro-video ads are popular, PLUS the content can easily transcend the mobile, tablet, PC and even TV gap
-could eventually result in micro-video becoming the most portable video format across screens.
Social networks are woven into the fabric of our lives, acting as a platform to share interests, worries and opinions with the world in real-time.
-An audience insight tool of this scale has never existed before
YouTube has extended the value of the broadcast itself…extending the life of broadcasted content WAY beyond initial release:
Youtube moments from the live show continuing to be “re-broadcasted” on YouTube and shared on SM channels such as Facebook and Twitter.
http://www.youtube.com/watch?v=41IS2OKqq1w
Hashtags were used in 57 percent of nationally-run Super Bowl ads, up from 50% in 2013 and setting a new record. Facebook was the social network most mentioned, though barely. It had only five mentions and just edged past Twitter with four.
http://marketingland.com/hashtags-super-bowl-2014-72658
-Sportsnet FAN 590 – a Radio and TV network (channel is 360) Toronto centric Sports and other large sporting events.
-3 hour show – MONDAY-FRIDAY -Local sports based talk show…they don’t take themselves seriously throwing in humour and often bantering back and forth
-Tim on the left is more conservative…where Sid is likely to be a little more animated.
Originally broadcasted as part of the daily radio and TV show-Podcasts, YouTube, Twitter: Often initiating conversation over Twitter
-Read tweets over the air (no call in’s), radio interviews with athletes, writers covering teams, and other Roger’s Sportsnet covered events
Audiences now may engage with a Radio/TV show just by watching LIVE Tweets. Tweets for Tim and Sid come in on avg during a broadcast at 3-10 tweets per min. on average for a regular topic. Producer must curate the content and serve to broadcasters to add to the LIVE conversation.
-Twitter becomes the live dialogue between the show and audiences – then of course it went VIRAL on Youtube
Sid’s rant parody created by “TimandSidizens” fan = more re-broadcasting!
This became more re-broadcasting and more content for Tim and Sid to discuss on their radio/TV broadcast.
Expanded REACH and ADDED NEW audiences
This is the game changer. Traditional broadcasting was a one way push of messaging.
Social media has made broadcasting a dialogue. Consumers are now producers
SOURCE: Three Biggest Video Trends Of 2014: Forbes article
Social Media needs to be a strategic part of broadcasting...From the start!
What the future of radio? anyone can play any music, on-demand, any time they wantThe answer,may be to mimic those services their listeners are abandoning them for, and then attempt to add value.
Is this the Radio of the future?
