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CIPR Freshly SqueezedUsing video online in Social

MediaRussell Goldsmith, markettiers4dc

September 2011

@russgoldsmith

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Define a broadcaster Are they a cross platform media owner now

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Traditional broadcast media still has a powerful and

important rolebut new social media platforms

provide a direct route to audience

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Online News

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Outside of news

Challenge Provide your messages to your target audiences

through content that they want to engage with

Potential Imagine your own version of Question Time, but

with the ability to moderate the conversation and questions

Or your own TV channel featuring just your products that viewers can purchase whilst watching from any connected device or via any affiliate partner

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Live webTV

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Live webTV - Saga Election

The 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 live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society 

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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

Media coverage included: BBC News Online, Sun Online, Over 50s.com , The Independent,

Begrand.net, The Express, Mail Online, The Spectator, About My Generation, In the News, Mature Times, Talk Talk

Live Shows

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

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Example Coverage

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Facebook Fan Pages

Brands shifting focus onto their Facebook Fan pages.

Challenge is to maximise Facebook’s limited page structure to make brand’s fan page more engaging to encourage fans to ‘like it’ and share the content

Key is to help viral spread of content & message – these are the actions that then appear in the walls/news feeds of your fans’ friends which may encourage them to visit your page too – don’t rely on Tabs

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Facebook and YouTube*

42% check out videos friends and family recommended

25% share videos from YouTube via Facebook 22% send links to friends 8% check out brand channels

34% watch videos that friends share on profiles 11% check out brand pages

*IAB research June 2010 1000+ sample

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Streaming programming live in Facebook

Facebook’s 1st live UK concert with Eliza Doolittle, produced exclusively for Carphone Warehouse Facebook page

Fan base increased by 10% (5000) in 30mins

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Interactivity within Facebook Wall

Example of live interactive webTV show in Wall of Facebook

Webchat with Jeff Brazier for British Toy & Hobby Association UK where viewers can submit questions directly on the video player

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Via Satellite – Laphroaig Whisky

http://www.studiotalk.tv/show/a_taste_of_scotland_with_a_flavour_of_spain

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Laphroaig Whisky

Global live & interactive shows via satellite: Engage 400,000 online community – ‘Friends of

Laphroaig’ Aggregated to 3rd party websites 1,000+ questions posted

in advance, further 1,100+ during the live show

7,300+ views of live show & 10’s of 000’s since

Watched in 63 countries Further shows from Scotland,

Kentucky, Jerez and next fom Australia

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Using Database Prudential

BEFOREBEFORE AFTERAFTER

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 award winning Prudential campaign (left)

Worked database of 40,000+ customers

generating 100+ questions for show, now viewed by

30,000+ people

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 award winning Prudential campaign (left)

Worked database of 40,000+ customers

generating 100+ questions for show, now viewed by

30,000+ people

http://www.studiotalk.tv/show/great_retirements_dont_happen_by_accident

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B2B Orange 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

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

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Branded Content

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Nestle Carnation – Kirsty Allsopp

http://www.broadcastexchange.tv/live/kirsties-scrumptious-smartie-cup-cakes

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Interactive Video

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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’

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Jaeger

Highlight product byrolling mouse over

video

Highlight product byrolling mouse over

video Clicking on product pauses video and brings up info pageClicking on product pauses

video and brings up info page

Click on link to add product directly to shopping basket

Click on link to add product directly to shopping basket

http://www.linkto.tv/casestudies/casestudy/client/jaeger

•27% Engagement•13% click through•Average shopping basket increased by 300%

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Interactivity in Facebook - Vodafone

http://www.facebook.com/#!/vodafoneUK?sk=app_122993871113556

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Data Collection in Facebook

Benenden Healthcare allowing fans to enter competition through video enabling valuable data collection Video fronted by Dancing

on Ice 2010 champion Hayley Tamaddon

Viewers click on video and entering their details in the form that then appears

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Importance of Blogger Engagement

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Seafarers UK Video

http://www.seafarersawarenessweek.org/news/video/

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Improving SEO

“You are 50 times more likely to be on the first page of a Google search if you have

tagged video on your site” – Bruce Daisley, Sales Director for YouTube & Display UK

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Improving SEO

Video Content Well tagged with supporting editorial

copy Aggregated to highly indexed media

owner sites, personal blogs and through social media

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Buxton: Improving SEO and Buzz

webchat with Alastair Cook supported with large online and social media outreach and press advertising campaign

With so much online aggregation , social media outreach and buzz on twitter, SEO was enhanced through natural search results

Searches on Alastair Cook before and after show produced tremendous results for Buxton

Also buzz about the show on twitter with example tweets from England’s ‘Barmy Army’ (8082 followers)

When searching Alastair Cook, out of 914,000 results, the

webTV show is the 3rd link on the first page – and is a blog!

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Google ‘how To make a ppi claim’

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Case Study

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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

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Content Aggregation

Mummy blogger outreach

Media Partnership

with Netmums

Broadcast PR campaign

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+ Custom Channel

+ Custom Channel

Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to

add to basket

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 1 – Make existing content work harder

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In the future, may need to include

#ad

In the future, may need to include

#ad

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

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

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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

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

Mum’s Half Hour – Live!

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Media partnership with netmums

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Aggregation to 25+ sites/blogs

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Aggregation

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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”

“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”

“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!”

“I enjoyed Mum's Half Hour very much - thought there was

enough discussion for it to be twice as long!”

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Summary

Broadcast is growing in outreach Video increases search results online More channels than ever before, and

direct dialogue with audience/community

More opportunities

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Any questions?Thanks!

E: russ@markettiers4dc.comM: 07775702076T: 0207253888

Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmith

Linkedin: uk.linkedin.com/in/russellgoldsmithSkype: russell.goldsmith