10 Years of Broadband

8/9/2019 10 Years of Broadband

1/5web: www.liberatemedia.com email: [email protected]

Liberate Media case study: 10 years of Broadband

Results:

Engagement with broadband community via campaign hub, Twier and purpose-built content

Media coverage of campaign launch and results

iBAHN posioned in line with 10

th

anniversary of Broadband in UK, the debates surrounding theDigital Economy Bill, and proposed tax to fund Broadband.

Client Quote:

Carolyn Sait, PR Director, iBAHN EMEA: We have worked with Liberate Media for many years, and theirfocus on our communicaons, both online and oine, connues to drive iBAHN forward. The team atLiberate Media is always striving to build creave and relevant campaigns that will help us to engagewith our community, and the 10 years of broadband campaign has helped iBAHN to join newsworthy andmely debates surrounding our sector.

Overview

iBAHN is a provider of digital entertainment and Internet soluons for the hospitality and meeng indus-tries, connecng more than 1.8 million travellers, in nearly

3,000 hotels in 41 countries worldwide.

The10 years of Broadbandcampaign was developed by

Liberate Media to posion iBAHN in line with the tenth an-

niversary of broadband connecvity in the UK, and a number

of relevant broadband news angles focused on issues such

as theDigital Economy Billand the Governments proposed

broadband tax, as overviewed in the core objecves below.

Over the three phases of the campaign, iBAHN engaged directly with the broadband community via the

campaign hub and ongoing Twier promoon. It also secured target media coverage through the launch of

survey results and resulng broadband discussions, and it now has an ongoing focal point for future discus-

sion and engagement on issues surrounding broadband and connecvity in the UK.

Objecves

The original objecves of this campaign were to:

1. Celebrate the tenth anniversary of rst UK broadband consumer service and link iBAHN to this mile-

stone

2. Engage with the broadband-savvy community, and develop the conversaon around the future of

broadband3. Develop newsworthy stats that can be publicised through the campaign website, via Twier and to

target media
mailto:hello%40liberatemedia.com?subject=http://10yearsofbroadband.com/http://en.wikipedia.org/wiki/Digital_Economy_Act_2010http://en.wikipedia.org/wiki/Digital_Economy_Act_2010http://10yearsofbroadband.com/mailto:hello%40liberatemedia.com?subject=



The 10 years of broadband campaign was developed by Liberate Media as part of its retainer focus for long-

term client iBAHN. The PR team delivers separate project-focused campaigns on top of its integrated PR and

social media services, but as part of the retained focus and in-line with the ongoing campaigns objecves.

Following an inial planning and development phase, the 10 years

of Broadband campaign was launched in Q4 2009, with a target of

rolling out three phases to rstly engage with the broadband com-

munity and oer relevant content and input, then request feedback

and encourage discussion around key issues, before nally feeding

back on the results of the discussions to date including publicaon of

survey results.

The campaign included a number of oine and online taccs designed to expand iBAHNs reach and hook

onto news worthy events around the tenth anniversary of broadband in the UK, the Digital Economy Bill,

and the UK Governments planned introducon of a broadband tax.

The campaign encouraged the community to get involved by oering useful and relevant content in the

form of a downloadable 10 Years of Broadband Timeline, a video viewpoint by David Garrison, iBAHNs

CEO, three detailed arcles on the future of broadband from leading industry gures, and aTop Tips Guidefor successful internet connecon at industry events.

Furthermore, conversaon was built using a Twier campaign and directly through a survey on the main

campaign site, which oered people the chance to get involved and have their say (for further informaon,

see the Tools and taccssecon).

News announcements and seeding were supported by Pressi Social Media News Releases, Liberate Me-

dias social media news release distribuon plaorm, as well as by more tradional methods such as place -

ment of stories with media and news announcement to key journalist contacts.

The results of the campaign should not be measured by the nal media coverage alone, as overviewed

in the Results secon, but also by the engagement via the campaign hub and Twier campaign, whichwill both connue beyond the inial campaigns end. The number of visitors content downloads and

especially me spent on the site (averaging 3 minutes) is also encouraging and shows that visitors to

www.10yearsoroadband.com did not click on and click o but spent me engaging with the available

content and then stayed in touch with developments on Twier.
http://www.liberatemedia.com/mailto:hello%40liberatemedia.com?subject=http://www.pdfdownload.org/pdf2html/view_online.php?url=http%3A%2F%2F10yearsofbroadband.com%2Fpublic%2Fimages%2Fpdf%2Ftimeline_print.pdfhttp://www.youtube.com/watch?v=ZbD2S-PEquc&feature=player_embeddedhttp://10yearsofbroadband.com/toptips/http://twitter.com/10yearsofbb,http://pressitt.com/http://www.10yearsofbroadband.com/http://www.10yearsofbroadband.com/http://pressitt.com/http://twitter.com/10yearsofbb,http://10yearsofbroadband.com/toptips/http://www.youtube.com/watch?v=ZbD2S-PEquc&feature=player_embeddedhttp://www.pdfdownload.org/pdf2html/view_online.php?url=http%3A%2F%2F10yearsofbroadband.com%2Fpublic%2Fimages%2Fpdf%2Ftimeline_print.pdfmailto:hello%40liberatemedia.com?subject=http://www.liberatemedia.com/



Tools and taccs

- Campaign site phase 1: the community

The rst campaign site was developed to oer the Broadband community a hub to nd out more in-

formaon about the tenth anniversary of broadband in the UK. Visitors were also invited to engage

with iBAHN through David Garrisons video address and to download content in the form of futurol -

ogy papers from leading industry thinkers: Douglas Rice, Bryan Steele and David Garrison.

In addion, the community joined in the discussion on the Twier stream, which oered daily newsand insights into the broadband debate.

- Campaign site phase 2: the survey

Once the community had been engaged, the campaign site was transformed into a have your say

interacon site, which sll oered the original content from phase 1, but switched the focus to gath-

ering usable data on six core quesons:

1. What will be the biggest challenge for broadband networks in the next 10 years?

2. What one improvement would you suggest that broadband suppliers make?

3. How important is security to you when you connect to a broadband network?

4. How do you access the web?

5. Are you concerned that we are already reaching the limit of the UK broadband network?

6. Do you think that government should step in and ensure that faster broadband speeds are

achieved via a household tax?

New content was also added to the campaign site to connue building interest and encourage fur-ther usage. Following interacons from the inial phase of the campaign, especially feedback from

Twier, the team idened internet connecon at industry events as a key issue for further ex-

planaon, as and a result developed a Top Ten Tips document for the second phase campaign site,

which was also serialised via Twier to drive interest.

- Campaign site phase 3: the Results

Once the target number of survey responses was achieved, the team then reviewed the data, iden-

ed the strongest hooks and developed relevant media stories to support the launch of the ndings

to the community.

The media hooks were also developed to coincide with the second reading of the Digital Economy

Bill in Parliament, to maximise the newsworthiness of the content and oer the campaign an addi -

onal focus.
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As part of the third phase, the campaign site was also redeveloped to display the full results in text

and graph format, with the key news hooks at the top of the page, linking to the debate around the

Digital Economy bill and proposedtax on xed telephone lines for all UK householdsto pay for the

further development of the UKs broadband infrastructure, which was conrmed in the naonal

budget, but then dropped a week later to push the bill through.

Key survey ndings:

Broadband Community demands acon on UK web infrastructure

59% disagree with broadband tax

72% are concerned or very concerned that the UK is reaching the limit of its broadband network

Biggest challenge for broadband networks over the next 10 years will be increased data trac

(38%), demand for higher speeds (19%) and security (16%)

92% said that security is important or essenal when connecng to a broadband network

- Twier

The Twier campaign was developed with three main goals:

1. Engage with the 10yearsoroadband community on a daily basis to drive interest and con-

versaon

2. Allow any developments and announcements to be communicated immediately, including

new content, announcements, calls for survey responses and results launch

3. Drive trac to the main campaign site

The Twier community will connue to develop following the campaign and this oers iBAHN fur-

ther opportunies to discuss concerns and innovaons with a broadband-savvy audience.

- Social Media News Release and social seeding

As well as launching the campaign website and communicang developments on Twier, The key

stages of the campaign, including launch, survey, and results were promoted through social media

news releases (SMNRs), which allowed the content and news to be linked to a wide audience via

social sharing sites such as Digg, Reddit and Delicious, as well as promoted via essenal online news

engines such Google news and Yahoo News, and oer addional content for any interested pares.

The three 10 years of broadband SMNRs can be viewed through links below:

Community Hub launched to celebrate 10 years of Broadband

UK survey launched to review rst 10 years of broadband and gather future predicons

72 per cent of Broadband community fears UK is reaching limit of its high-speed network
http://www.liberatemedia.com/mailto:hello%40liberatemedia.com?subject=http://news.bbc.co.uk/1/hi/8606639.stmhttp://twitter.com/10yearsofbb,http://pressitt.com/smnr/Community-hub-launched-to-celebrate-10-years-of-UK-broadband/421/http://pressitt.com/smnr/uk-survey-launched-to-review-first-10-years-of-broadband-and-gather-future-predictions/447/http://pressitt.com/smnr/72-per-cent-of-Broadband-community-fears-UK-is-reaching-limit-of-its-high-speed-network/1248/http://pressitt.com/smnr/72-per-cent-of-Broadband-community-fears-UK-is-reaching-limit-of-its-high-speed-network/1248/http://pressitt.com/smnr/uk-survey-launched-to-review-first-10-years-of-broadband-and-gather-future-predictions/447/http://pressitt.com/smnr/Community-hub-launched-to-celebrate-10-years-of-UK-broadband/421/http://twitter.com/10yearsofbb,http://news.bbc.co.uk/1/hi/8606639.stmmailto:hello%40liberatemedia.com?subject=http://www.liberatemedia.com/



Results

Media coverage

Over 40 pieces of media coverage were secured, a summary of which can be viewed here coverage (click

on link and hit Go buon boom right-hand corner, then use arrows to scroll through)

Content/iBAHN links

- 10 years of broadband website with survey results will remain live as a link to iBAHN

- 10yearsoroadband Twier campaign will remain live and acve as a link to iBAHN

- David Garrison video will remain live on YouTube

- iBAHN meline will remain live and downloadable

- Content will remain live and downloadable

- iBAHN event connecon ps will remain live and downloadable
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10 Years of Broadband

Documents

Transcript of 10 Years of Broadband