VMMa social media als conversatiekanaal met de kijker

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VVMa man Bart Spiessens illustreert met zijn presentatie hoe een community van content en conversatie te voorzien voor tv-producten met een relatief korte levenstermijn. Een inspirerend geheel van best practices.

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VMMa social media als conversatiekanaal met de kijker

  1. 1. Conversation with the TV viewer Debby & Nancy’s Warme Wintershow vanaf zat 13 okt, 20u30
  2. 2. ■ Senior Researcher Digital Media VMMa » Analysing & developing digital business lines » Defining new and/or refining existing strategies » Creating a bridge between TV & online » Social media strategy■ @bspiessens■ bart.spiessens@vmma.be
  3. 3. ■ How we work■ CASE: The Voice van Vlaanderen■ Wrap up
  4. 4. HOW WE WORK Clan maandag, 21u30
  5. 5. Trial & Error
  6. 6. Set up your KPI’s Traffic to your site(s) Higher engagement with the show Increase brand awareness Sweepstakes Targetted communication…
  7. 7. ■ Instroom naar site  Incoming traffic • VTM: 20% via Facebook • JIM: 60% via Facebook Source: Google Analytics, Q1-2 2012
  8. 8. The Tidal system ‘Giving up’ content to other platforms Triggering sufers to see / experience more Adapt content to each platform Integrated video player
  9. 9. Program brand Channel brandPersonality
  10. 10. ■ 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
  11. 11. CASE THE VOICE VAN VLAANDEREN
  12. 12.  Showing tweets in qualifing episodes (not live!) During show talk about social media Social media room On Screen Communication
  13. 13.  Acces to all social profiles of the candidates. Push centralised messages All area’s acces
  14. 14. Activate the canditades Learn them how to use/communicate Fans will follow !!
  15. 15. V-reporters  Team of reporters creating content for online  Push to social media between shows
  16. 16. Post, Like, Poll, Video, Tweet, Retweet, …Selective messaging Select & filter for social media room Select tweets, posts for presentors
  17. 17. 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
  18. 18. Social media room  LIVE social data • Word cloud • Tweets per minute • Facebook popularity • Tweet feed
  19. 19. Tweet seats Invite twitter followers to the live show Select influencer / many followers They become brand ambassadors Create new # (eg #wordtnietkwaadalex)
  20. 20. Tweet seats
  21. 21. It works !!Discover more of this case onhttp://vmmtv.be/thevoicevanvlaanderen_resultaten/index.php
  22. 22. WRAP UP Manneke Paul dinsdag en donderdag, 22u40
  23. 23. Source: Barnraisers.com
  24. 24. 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…
  25. 25. Q&ABart Spiessensbart.spiessens@vmma.be Crimi Clowns02 255 39 45 | @bspiessens bij 2BE maandag, 22u45

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