cipr social summer - 'engaging with your audience by broadcasting through social media
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Russell Goldsmith, Digital Media Director at markettiers4dc CIPR Social Summer session - 21 July 2011TRANSCRIPT
CIPR Social SummerEngaging with Audiences by
Broadcasting through Social Media
Russell Goldsmith, markettiers4dcJuly 2011
#ciprsm / @russgoldsmith
Where is broadcast today?
• The broadcast landscape has changed, and will continue to do so
• Where is the playout? – Interview on Radio 4 or Podcast on
iTunes?– Coverage on ITV news or video on
YouTube?
• How does broadcast manifest itself?
[email protected] / 0207 253 8888©2011
Define a broadcaster Are they a cross platform media owner now
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 rolebut new social media
platforms provide a direct route to audience
The challenge and some solutions
• 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
How does webTV work?
Case Studies:External, Internal,
Stakeholder communications
Saga
• 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
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
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
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
webTV work in Facebook
Facebook Fan Pages
• Over 500m active users on Facebook • 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
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
Streaming programming live in Facebook
Facebook’s first ever live concert produced for Carphone Warehouse with Eliza Doolittle
Online ‘video’ driving users to an ‘exclusive’ event streamed live on Facebook
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
Live Events – Prince’s Trust
• Government funded initiative supported by a number of charities to help promote Youth leadership in the country.
– Marathon 3hr live show from studio aimed at youth audience
– Main focus was to stream show through the Youth of Today Facebook fan page.
– Show had celebrity guests and involvement from kids working on the campaign.
– Supported by online & social media outreach PR programme
– Clear impact the show (left) had by increase in engagement on the fan page when promotion started and whilst broadcast live.
– Content then available on demand and upward curve in the stats continued to rise as more people were made aware of the content.
CRM, B2B, Internal Comms,
Crisis Comms
[email protected] / 0207 253 8888©2011
Live Events – Laphroaig Whisky
http://www.studiotalk.tv/show/a_taste_of_scotland_with_a_flavour_of_spain
Live Events – Laphroaig Whisky • Global live & interactive shows via satellite:
– Engaged 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 and 10’s of 000’s since
– Watched in 63 countries– 2nd & 3rd shows
produced from Scotland & US and 4th from Jerez, Spain in late 2010
[email protected] / 0207 253 8888©2011
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 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
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
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
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
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
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 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
Jaeger Results
• 27% Engagement• 13% click through• Average shopping basket increased by
300%
Viral Interactivity in Facebook
• Case Study: Gray & Osbourn video showing followers how to wear the autumn look – Video placed on
dedicated tab which became landing page of Fan page for a period of time
– Video also shared in fan page wall so fans would be immediately alerted to it in their news feeds
http://www.facebook.com/GrayandOsbourn?sk=app_7146470109
Data Collection in Facebook
• Case study: 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
Importance of Blogger Engagement
[email protected] / 0207 253 8888©2011
Seafarers UK Video
http://www.seafarersawarenessweek.org/news/video/
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
Improving SEO
• Video Content• Well tagged with supporting editorial copy• Aggregated to highly indexed media owner
sites, personal blogs and through social media
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!
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
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
+ 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 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 faceSeries 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 faceSeries trailer produced
In the future, may need to include #ad
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
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”
“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!”
Summary
• Broadcast is growing in outreach• Video increases search results online• More channels than ever before, and direct
dialogue with audience/community• More opportunities
Any questions?Thanks!
E: [email protected]: 07775702076T: 0207253888
Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith