Measure and Optimize On-Demand Content

2. Fejes “FB2” Balázs
Schaffer “angelday” József
Superweek – 01/23/13
Original presentation plus notes added

3. ANALytics!

4. Who are we?

5. What we’ll talk about
‣ On-demand ‣ Levels of
podcasts involvement
‣ Video webcasts ‣ If you do get
involved:
‣ Audio streaming How to measure
performance,
‣ Why do them? success
‣ How to optimise

6. Regional research
findings in Hungary
Hungarian research results:
●! 4-5% of Internet users in Hungary consumed podcasts before
●! 25% expressed interest in trying them
●! shocker: more people said to consume it on a PC, laptop,
than on mobile devices (and this is currently only an enthusiast-
driven market place, no commercial entities are producing
podcasts locally right now)
Source: Médiapiac

7. 5%
95%
Consumed podcast before
Haven’t listened to a podcast

8. 25%
75%
Expressed interest
No interest

9. <

10. Then why do them?

11. Then why do them?
It's the ideal mix of newest technologies with oldest way
of communicating
Power of human voice, authenticity, power of personality
Examples where personalities work to give face to a
product or organization
Another good example: audiobooks

12. Microsoft Major Nelson

13. Nintendo Iwata

14. VP of Awesome

15. Old Spice Guy

16. Old Spice Guy
Even in ad campaigns personality sells
like the Old Spice guy - combine that
with authenticity and you get a winner

17. The Big One

18. The Big One
Steve's keynotes as downloadable
podcasts topped the charts every time

19. The Big One

20. To summarize
It's not ideal to widen the reach of a
brand, as it requires more interest and
dedication than looking at a page, but it
builds loyalty, engages fans, enriches
the engagement and turns fans to
advocates.

21. Levels of involvement

22. Sponsorship

23. Find relevant podcast(s), get sponsorship slots
- more authenticity, not mass market but enthusiasts to support
building awareness
- significantly better conversion
Who tends to advertise on these channels?
●! Products or services targeting a tech-savy audience (perhaps a
smaller segment, but good purchase power, and hard to reach with
other methods)
●! eCommerce sites
●! Services for creative people - web site hosting, SaaS webshop,
domain sales
●! ...but anything goes.
How do you track success:
●! People can be in a mobile situation, “no hands available” when
consuming the content
●! Show notes
●! Easy-to-remember special landing page, check-out code, etc.
●! it’s also about awareness building

24. “Out of the various advertising types
we’ve tried, sponsoring Heti Meteor
resulted in most actual purchases.”
– Dávid Dömsödi, Klikkfood.hu

25. Repurposing existing content

26. Repurposing existing content

27. Repurposing existing content
- film studios - typical DVD extra content gets
repurposed as part of the initial theatrical release
campaign, then home movie campaign
- radio shows - BBC in the UK leads the way,
This American Life etc. in the US

28. Produce your own

29. Produce your own
- build long-term engagement
- satiate fan base
- keep customers from lapsing, keep them active
for your product, service
- be part of their weekly routine, be part of their
life, build trust

30. Audience maybe?

31. Measuring podcasts, webcasts

32. Measuring podcasts, webcasts
Subscription, content discovery is RSS based
- same old story of pain and suffering!
- discovering, subscribing to podcasts is platform
and tool-specific
- aggregators (like Google Reader) will cache the
RSS feed, no real way to measure it
- downloading and listening to content is de-
coupled, and you can only measure downloads

33. Tools

34. Tools
The best suited, most applicable analytics
platform, Feedburner is on death watch
… but it’s still the best tool for now

36. What is Reach?
What to share with partners, advertisers
How to embed media into webpage,
Facebook etc. and keep stats

37. What does it tell you?
Subscribers is a measure of how many people are
subscribed to your feed. At any given time, you can expect
that a certain percentage of this subscriber base is actively
engaging with your content and this “Reach” measurement
provides this additional insight.
Additionally, there may be people viewing your content
beyond your known subscriber base. For example, they may
view your content on a feed search engine or news filter site.
Reach aggregates both of these groups, providing an
accurate and useful measurement of your true audience.”

38. Definitions
“Subscribers is an approximate measure
of the number of individuals currently
subscribed to your feed.”
Source: Support Article

39. How is it calculated?
FeedBurner’s subscriber count is based on an approximation
of how many times your feed has been requested in a 24-
hour period. Subscribers is inferred from an analysis of the
many different feed readers and aggregators that retrieve this
feed daily. Subscribers is not computed for browsers and
bots that access your feed.
Subscribers counts are calculated by matching IP address
and feed reader combinations, then using our detailed
understanding of the multitude of readers, aggregators, and
bots on the market to make additional inferences.

42. Optimise your media

43. Optimise your media
- iTunes tagging
- Frequency of releases to keep it on the charts
(optimal is weekly, day of week is important,
weekend is dead)
- Make sure you’re sharing the tagged URLs on
social, web, mobile

44. “Big” media clients

45. “Big” media clients
EPAM ‘Big media” client uses Brigtcove media
platform (video player, hosting, etc.) with its own
embedded analytics, and integration to 3rd party
web analytics
Further reading: Brightcove Analytics

46. Build a community
through real time

47. Webcasts

48. Expectations

49. Reality

50. WWDC 2012 Keynote Address – 2012 June
Apple iPhone 5 event – 2012 September
iPad mini event – 2012 October

51. onsite 1205 16278 3266
embed 4089 21973 8273
countries 43 105 55
flash 4808 35183 10194
mobile 486 3068 1345
social stream total 820 2862 1492
unique views 3206 17251 5044
viewer hour 2517,41 11693,47 2820,26
vh / unique 0,7852183 0,677843 0,55913164

52. Thank you!