Sociale media als conversatiekanaal met de TV kijker. Hoe pakt VMMa dat

1. Conversation with the TV viewer
@research_vmmtv | bart.spiessens@vmma.be

2. ■ How we work
■ CASE: The Voice van Vlaanderen
■ Wrap up

3. HOW WE WORK
Clan
maandag, 21u30

4. Trial & Error

5. Set up your KPI’s
 Traffic to your site(s)
 Higher engagement with the show
 Increase brand awareness
 Sweepstakes
 Targetted communication
…

6. ■ Instroom naar site
 Incoming traffic
• VTM: 20% via Facebook
• JIM: 60% via Facebook
Source: Google Analytics, Q1-2 2012

7. The Tidal system
 ‘Giving up’ content to other platforms
 Triggering sufers to see / experience more
 Adapt content to each platform
 Integrated video player

8. Program brand
Channel brand
Personality

9. ■ Younger profile ■ Higher reach
■ Trendsetters ■ Comparable profile to channel
■ Journalists / B2B ■ Evoke reactions
■ Negative tone of voice ■ Photo galleries, integrated
(easy commenting) video’s, polls, apps, …
■ Content feedback ■ Branding opportunities

10. CASE THE VOICE VAN VLAANDEREN

11.  Showing tweets in qualifing episodes (not live!)
 During show talk about social media
 Social media room
On Screen Communication

12.  Acces to all social profiles of the candidates.
 Push centralised messages
All area’s acces

13. Activate the canditades
 Learn them how to use/communicate
 Fans will follow !!

14. V-reporters
 Team of reporters creating content for online
 Push to social media between shows

15. Post, Like, Poll, Video, Tweet, Retweet, …
Selective messaging
Select & filter for social media room
Select tweets, posts for presentors

16. Timeline
 Before the start: Come and watch the show live
 Start live show: Like or retweet if you’re watching
 After each performance:
Facebook: ask for reaction | Twitter: quote of the jury
 Poll: who will have to leave the show?
 After the show: go to the site for more content

17. Social media room
 LIVE social data
• Word cloud
• Tweets per minute
• Facebook popularity
• Tweet feed

18. Tweet seats
 Invite twitter followers to the live show
 Select influencer / many followers
 They become brand ambassadors
 Create new # (eg #wordtnietkwaadalex)

19. Tweet seats

20. It works !!
Discover more of this case on
http://vmmtv.be/thevoicevanvlaanderen_resultaten/index.php

21. WRAP UP
Manneke Paul
dinsdag en donderdag, 22u40

22. Source: Barnraisers.com

23. Use social tools !
■ Web based tool ■ Web based tool
■ Manage multiple social ■ Time posts
accounts ■ Analytics
■ Time posts ■ Find influencers
■ Dashboard ■ Sentiment
or one of the many others…

24. Q&A
Bart Spiessens
bart.spiessens@vmma.be Crimi Clowns
02 255 39 45 | @bspiessens bij 2BE maandag, 22u45