24 may 2012 cipr social summer the future of broadcast
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CIPR Social Summer The Future of Broadcast Russell Goldsmith & Julian Fisher, markettiers4dc 24 May 2012 #ciprsm / @russgoldsmith / @julesfisher
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Social Summer 6 - The Future of Broadcast with Russell Goldsmith
Transcript of 24 may 2012 cipr social summer the future of broadcast
CIPR Social Summer The Future of Broadcast
Russell Goldsmith & Julian Fisher, markettiers4dc
24 May 2012
#ciprsm / @russgoldsmith / @julesfisher
Where is broadcast today?
• The broadcast landscape has changed, and will continue to do so
• Where is successful playout?
– Interview on the Today Programme on Radio 4 ... or a Podcast reaching the top of the charts on iTunes?
– Coverage on BBC Breakfast or a video on YouTube, shared on Facebook and trending on twitter?
• How does broadcast manifest itself?
Huge opportunity for coverage
• Same targeting principles apply
– Who is my target audience?
– Where can I find them?
– What format / tactic does programming /
media owner require?
….Interviews / Outside Broadcasts / Podcasts /
interactive WebTV / Video news features….
Traditional broadcast
media still has a powerful
and important role but new social media platforms
provide a direct route to
audience
How to control a news agenda and own the Broadcast
coverage across all platforms
Case study example
McDonalds Menu Board Labelling
http://www.linkto.tv/iframe/show/uuid/Ift
G9HeQC4Y
McDonalds
• Along with other fast food chains aimed to comply with Governments ‘Public Health Responsibility Deal’ by putting calorific value of each product they offer onto their menu boards
• Wanted to own the debate
• Offered filming opportunity to broadcasters and B-roll
[email protected] / 0207 253 8888 ©2011
Online News – McDonald’s
http://www.y
outube.com/
watch?v=2T
ADOfnHR7c
Becoming the media and content owner
• Challenge
– Generate positive conversation online and within social media outside of current news agenda
• What works?
– Topics that often ‘trend’ in the UK on Twitter are regularly based around broadcast content, think #xfactor or #BGT
Becoming the media and content owner
• Opportunity – Provide your messages to your target audiences through
content that they want to engage with
– Imagine creating your own version of Question Time and produce live content that online viewers can share and comment on with friends? Or a live event to view exclusively the Facebook?
– Or producing video where viewers can purchase featured products whilst watching from any connected device
– If produced and distributed in the right targeted environments, then you don’t necessarily need to be on national TV to get trending in social media
Case Study: Vodafone McLaren Mercedes
• Launch of new car livery ahead of 2011 F1 season.
• By providing F1 fans & bloggers exclusive access to live stream on its website and Facebook page, excitement of the team’s drivers Jenson Button & Lewis Hamilton unveiling new car live online generated so much discussion on Twitter that it started to trend
Importance of video
• One of biggest growth areas online
• 26m people watched 2.3bn videos in UK in June 2011*
• Key is to find most effective use appropriate to target audience to deliver messages that ROI will be judged on
• Live or on-demand interactive video can deliver positive results
*UKOM/Nielsen Video Census
Live & Interactive webTV
Case Study: Saga
General Election
Saga
• Saga Manifesto released in Jan 2010 sought to identify issues most important to older people
• In March edition of Saga magazine the leaders of the three main political parties responded to demands of the Saga generation
• Next phase asked them to flesh out promises in a series of live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society
Live Shows
• David Cameron – Streamed live in front of audience, which
included Saga Populus panel members
• Gordon Brown – Pre-recorded from 10 Downing Street with
questions gathered in advance
• Nick Clegg – Produced live from markettiers4dc studio
directly after Nick Clegg’s appearance on Andrew Marr Show
http://www.studiotalk.tv/show/saga_speaks_to_gordon_brown
http://www.studiotalk.tv/show/saga_speaks_to_nick_clegg
http://www.studiotalk.tv/show/saga_speaks_to_david_cameron
Facebook Fan Pages
• Brands shifting focus onto their Facebook Fan pages to engage with their own community.
• Challenge is to maximise Facebook’s limited page structure to make page more engaging to encourage fans to ‘like it’ and share the content
• Updates only reach 17% of ‘likes’ on average* unless more engaged
• Broadcasting live into the timeline and therefore your ‘likers’ newsfeeds improves engagement, enabling them to watch the content without leaving their Facebook page, sharing it with their friends and helping the viral spread.
*EdgeRank Jan 2012
[email protected] / 0207 253 8888 ©2011
Case Study: Pampers live in Facebook
http://www.facebook.com/Pam
persUKIre/app_36343601700
8563
Wall (now Timeline)
Event
Dedicated Tab
[email protected] / 0207 253 8888 ©2011
Facebook Video ad and ‘snowbox’
“Thanks all, very excited about this UK first!! :-D”
“Fabulous. Excited to see this launch later – I know it’s sheer coincidence this is going out at the same time as our
inaugural Facebook marketing conference in New York, but I like to think we’re having our own inaugural UK launch
here!”
- Facebook Marketing Solutions
[email protected] / 0207 253 8888 ©2011
Prudential email promotion
BEFORE
AFTER
HTML emails sent to your database to create an
appointment to view the live shows in particular and to
encourage questions to the guests, and then to follow up letting them know the videos
are available on demand.
This works well as proven by our award winning case
study from Prudential (left) who worked their database
of over 40,000 customers generating over 100
questions for the show which has been viewed by over
30,000 people on demand
http://www.studiotalk.tv/show/great_retirements_dont_happen_by_accident
[email protected] / 0207 253 8888 ©2011
B2B Case Study: Orange National Business Awards
Call for entries using research with
previous finalists and
winners into their insights into the shape of British
business in last ten years
http://www.studiotalk.tv/show/uk-business-past-present-and-future
Internal Comms Case Study: e2v
• Dressed set – balance between
branded professional environment and
not spending too much money – but
more cost effective than the hundreds
of thousands spent on previous
conferences
• Communicate with staff in number of
territories including UK, Switzerland, US,
Hong Kong, Munich, Paris and Taiwan
• Subtitles for French speaking employees
• Profit warning issued to investors
• Video used as a ‘presidential address’ to
the organisation designed to answer
questions about the finances, future of
the company and end of year results
Crisis Comms: Kennel Club
http://www.studiotalk.tv/show/wwwthekennelcluborguk
Interactive Broadcast Video within Social Media
Jaeger using interactive catwalks
• To maximise viewing Jaeger embed LinkTo™ technology on their catwalk videos to enable the audience to engage with the video to gain more information on featured products and add them into their shopping basket.
• Promoted on home page – ‘Shop the Catwalk’
Jaeger using LinkToTM
Highlight product by
rolling mouse over video
Clicking on product pauses video and brings up info page
Click on link to add
product directly to
shopping basket http://www.linkto.tv/casestudies/casestudy/client/jaeger
Jaeger Results
• 27% Engagement
• 13% click through
• Average shopping basket increased by
300%
Proving ROI in Social Media
[email protected] / 0207 253 8888 ©2011
http://www.facebook.com/fairyd
ish?sk=app_309459835747420
And for Fairy
Improving SEO
“You are 53 times more likely to appear on the front page
of a Google search if your site contains video that is supported with keyword tagged copy.”
– Forrester Research
Improving SEO
• Video Content
• Well tagged with supporting editorial copy
• Aggregated to highly indexed media owner
sites, personal blogs and through social
media
Belmont Thornton: ‘How to Make a PPI Claim’
http://www.linkto.tv/casestudies/casestudy/client/belmont_thornton
Not just about video
Podcasts/Branded Radio Stations
[email protected] / 0207 253 8888 ©2011
Case Study: HP Cloud computing
http://www.broadcastexchange.tv/live/uk-smbs-reach-for-the-clouds
Michael Wilson interviews Microsoft’s
Head of SMB
Marketing about business benefits of cloud computing as
part of a series of podcasts for HP
Creating a radio station for brand/organisation
• Epilepsy Action (15-21 May)
• Created own radio station
• Streamed through website
• Interaction through Facebook
• Broadcast from 8am to 8pm – Music, chat and an cause related
theme
Case Study
Background & Objectives
• Existing video content on website & YouTube with incredible SEO
– #1 out of 29.5m on Google ‘how to fit children’s shoes’
• Wanted to make content work harder by creating e-commerce opportunities
• Drive brand awareness amongst parents and build community to engage directly with them
• Create new vehicle for regular dialogue with parents – mum’s in particular – to build loyalty
Content Aggregation
Mummy blogger outreach
Media Partnership with Netmums
Broadcast PR campaign
Phase 1
Making existing content work harder
+ Custom Channel
Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to add to basket
http://www.youtube.com/startriteshoes
Phase 2
Recruit our Mums Half Hour panel
Applicants invited via forums, blogs and our celebrity talent (53,000+ followers) 100s of applications, short-list interviewed over Skype and face to face Series trailer produced
In the future, may need to include #ad
Phase 3
Mum’s Half Hour – Live!
[email protected] / 0207 253 8888 ©2011
6 episodes in the series running until November 2011 Issues from competitive parenting, back to school, summer holidays, breastfeeding, fashion... All topics chosen by our mummy panel based on feedback from viewers
Feedback from the first show
“I thought it was great -
really interesting and I think
mums will have found it
really reassuring to hear the
discussions. They were very
inspirational”
“In true mum style I had to cancel to
care for my 8 month old! I thought it
went well and is a great format for a
show, it gives mums the chance to share
ideas and help re-affirm we are all
normal and everyone does things in
their own way”
“I enjoyed Mum's Half Hour very much - thought there was enough
discussion for it to be twice as long!”
Summary
• Broadcast is growing in outreach
• Video increases search results online
• More channels than ever before, and direct
dialogue with audience/community
• Don’t be daunted by the challenge, instead
embrace the opportunities
Summary
• Social media is a digital advocacy platform used to share information.
• Broadcast has an ability to bring a story to life, as well as excite, enthuse and engage an audience.
• Combine both tools and remind yourself that you no longer are as reliant on the ‘professional’ journalist but instead can communicate directly with your audience through a brand’s own community or with bloggers who are advocates of your products and services
• The result for PR teams is very powerful and exciting ...
Any questions? Thanks!
E: [email protected] M: 07775702076 T: 0207253888
Twitter: @russgoldsmith Facebook: www.facebook.com/russellgoldsmith
Linkedin: uk.linkedin.com/in/russellgoldsmith Skype: russell.goldsmith
