case study hip hop awards ansie vicente & dawid venter panorama
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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South AfricaTRANSCRIPT
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Panorama Publications
Case study Using streaming media to
run a Hip Hop Awards competition
Ansie Vicente: Editor-in-Chief [email protected] Venter: Online Editor [email protected]
Panorama Publications
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Agenda• Reach a niche and mobile audience
• Cost benefit analysis
• Content and distribution strategies
• Mobile and online public voting
• Challenges, issues and expectations
• Q&A
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Panorama Publications
• 15 print titles, 7 websites
• Small, focused teams
• Policy of in-house skills
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Panorama Publications
Panorama Web strategy• Don’t reinvent the wheel
• International hosting
• Own CMS
• Fast implementation and updates
• Company-wide sites
• In-house development “team”
• Early adoption of new technologies
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Who is HYPE?
• No1 hop hip mag in SA
• Young, mobile readership
• Fickle, feisty and fabulous
• Partnership with MTN
• Annual HYPE Awards
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HYPE Awards history
• Judges
• Time consuming
• Large organizational requirement
• Time frames
• Storage of entries
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HYPE Awards 2010
• People’s award
• Voted by public via SMS and web
• Viewing of videos
• Entry criteria
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Requirements
• Online entrance form
• Online payment of entry fee
• Online voting
• SMS voting
• Hosting videos online
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Challenges• Web access• Server space• CMS integration• Cost effective• Time frames• Online payments - Unbanked target market• Balance between web and mobile techs
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Challenges (2)• Marketing for entries
• Marketing for votes
• Mobizine
• Simultaneously redesign website
• Integrate Facebook & YouTube
• Advertising campaigns
• Keeping sponsors happy
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HYPE Awards entries
10 VOTED CATEGORIES Best Video : Best Song : Best Beat-Boxer : Best DJ
Best Graffiti Artist : Best Group : Best Solo Artist Best Mixtape : Best Album : Best Lyricist
3 ADJUDICATED CATEGORIESBest Break Dancer : Best Dance Crew : Best Producer
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Solution
• Existing CMS
• Redesign and migration to new CMS
• YouTube and email
• Marketing via Facebook, mobizine, events
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HYPE Awards entries10 VOTED CATEGORIES
Best Video : Best Song : Best Beat-Boxer : Best DJUpload a 1 minute video of your work on Youtube and email the link to [email protected] (Subject: HYPE AWARDS plus Category name)
Best Graffiti Artist : Best Group : Best Solo Artist : Best Mixtape : Best Album : Best Lyricist Email lyrics/cover/photo to [email protected] (Subject: Hype Awards: Best Lyricist)
3 ADJUDICATED CATEGORIES
Best Break Dancer – Best Dance Crew Upload a one minute clip to YouTube AND submit a list of all of your events, live performances, competitions entered, accolades received, endorsements & other achievements. Send your YouTube video link and additional details to [email protected] (Subject: Hype Awards: Best Break Dancer)
Best Producer - Submit a one minute clip AND submit an entire discography of your work within the eligibility period. Send your YouTube video link and additional details to [email protected] (Subject: Hype Awards: Best Producer)
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Why online?
• Unbanked, but online target market• Large cellphone user base, many with Web
access• Costs• Manpower requirements• Versatile for changes and daily updates• Time frames• Storage• Automatic time limit
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Why online? (2)• Advertising opportunity• Direct links to advertisers’ websites• “Meeting place” for disparate and displaced
community• Cost-conscious community• Affordable conversion from online to print• Feedback loop of 3 medias: online, print, mobile
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Why SMS voting?• Preferred tech of target market
• Low barriers to adoption
• Existing competitions in HYPE via SMS – user acquaintance with technology
• Low costs for users
• Income for HYPE, to be channeled into CSI project
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Why own CMS?• Costs
• Company-wide strategy of ownership
• Freedom from 3rd parties
• Existing functionality like polls, newsletters, automated events,
• Easily customised
• Allows for future plug-ins and add-ons
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Why YouTube?• Existing YouTube/online hip hop culture• Unlimited free bandwidth and space• Established brand – 1bn hits a day• Cross-marketing opportunities• Ability to maintain HYPE brand identity via
YouTube Channel• Fast downloads• Easy integration into CMS
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Cost analysis
• CMS – no cost, existing expenditure
• YouTube – no cost
• SMS – no cost
• Development – 5 days’ salary
• Hosting – part of existing expenditure
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Implementation• Extensive and intensive planning
• 5 days for website development and population
• 2 days testing
• Live within a week
• Entries flooding in – 6 a day
(Deadline 1 Dec)
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Results• Live on 29 September• 6 entries per day by 15 Oct (deadline 1 Dec)• Discussion on other hip hop forums• Huge community interest• Easy implementation• Advertising leads• Online subscriptions to print magazine• Happy sponsors
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Questions?
Ansie Vicente Editor-in-Chief [email protected]
Dawid Venter Online Editor [email protected]