MediaCRM

MediaCRMRealizing Customer Relationship Management for Broadcasters

iMinds 13/10/2011

Mike Matton VRT-medialab

Previous presentation: benefit for userIn this presentation we are taking the view from the broadcasters side. We will elaborate on the benefit for the broadcasterWe will substantiate this with some numbers.

!!!!! 16/9 !!!!!!!1

INTRODUCTIONSecond screen potential

Are second screen devices becoming popular?100% computer

26% smartphone2,5% Tablet-PC

65% flat screen34% traditional CRT TV 2% TV with webapps2% 3D TV7% mediacenter55% DVD-recorder72% DTV13% HD-recorder

72% desktop76% laptop12% netbook

Extract of internet questionnaire of VRT study dept. - 303 respondents

----- Notulen (11/10/11 17:25) -----303 respondentscirkel rond interessante highlightse-reader eruit!study available on the website3

Combining media, different screensWhich of these activities do you combine with watching television at least once a week?COMBINING WATCHING TV

+I combine watching TV at least once a week with

Study performed by the VRT study department. User4

Do people like to share their opinion?To which extent do you find the possibility to share your opinion with others and the programme creator interesting?Basis: Random sample (n=303)RANDOM SAMPLE (%)

{39%

{61%More resultsto be published on out website:http://www.vrtmedialab.be

----- Notulen (4/10/11 14:56) -----Synnovate logo gebruiken----- Notulen (11/10/11 17:25) -----opinion, interestingfiguur groter, tekst ernaast5

Apps popping up everywhereSecond screen

VT4 komen eten, canvascrack, two-screen NOS journaal, never.no platform, million pound drop, ABC my generation, villasquare6

Second screen

----- Notulen (11/10/11 17:25) -----Transcoding opnieuw doen!!Geen uitspraak over format.intonow!7

Fact: The consumer is digitalConsumer is digitalPersonal devicesMobile devicesAlways connectedDigital footprint!

Surf & Watch TV> 2nd Screen

Broadcaster, Producers& Advertisers!

Broadcaster, Producers, Advertisers: eyeballs are going to the other screens => danger in relevanceDanger of losing the consumer. ----- Notulen (11/10/11 17:25) -----8

Broadcasting - Context switchBroadcasterConsumerContentLinear broadcasting

IP TVSecond screen2-way communicationYesterdayTodayMedia contentExtra contentWhy didnt broadcasters do CRM earlier?

Broadcast + internet

Why didnt broadcasters do CRM earlier?Analog one-way tvNew technologies making it possible. ----- Notulen (11/10/11 17:25) -----Veel te veel informatie. yesterday - today.9

Who did VillaCRM reachWhat level of interaction have we obtained

Op deze slide komt een overzicht van aantal tweets tijdens Villa Vanthilt ivm andere tv programmas. Door de sociale interactie live in het programma in te bedden 10

Villasquare 1st & 2nd screenAbout 40 Ipad-visitors a day

360cam

auction

Audience measurement: dashed blue lineThick red line: Villasquare statisticsThin blue line: visitors of the template page on the een-website. ----- Notulen (11/10/11 17:25) -----11

Villasquare registrations3555 Engaged on Villasquare+/- 600 with profile info

3865 active on facebook3929 active on twitterIn total about 11.000 viewers engaged

Number of visitors continues to increase every day.

Registratieformulier.12

Villasquare: received messages per type

auction360cam

360cam

Pukkelpop

Sven Ornelis

Poll launch

PollTotal: +/- 35.000 messages

Tweede reeks!----- Notulen (4/10/11 14:56) -----kleuren aanpassen!!600 berichten per dag, 200 per platformverschillende platformen af en toe populair- apps: veel op platform- sven ornelisSlide van Rich? Engagor? (slide van Frank?)Slechte metrieken? Heel veel meer volgers. Waarde van een tweet.----- Notulen (11/10/11 17:25) -----Tabel eraf31 juni? tweede poll13

MediaCRM: The platform

MediaCRM: two pathsVillaSquareconnectionReal-time appEnrichingOffline pathData analysis tools

InputFront-end

OFF-LINEReplay app

LoggingStoringLive processing

Real-time!

----- Notulen (4/10/11 15:24) -----Real-time en offline analyse omwisselen?----- Notulen (11/10/11 17:25) -----Public and private eraf. terminologie! provided - enhanced.Data analysis (tools/applications)Real(-)timeVillaCRM15

Real-time statistics & replay

See the demoVRT-medialab booth

Replay app: 2 modesDemo scenario, different appletsClick on a specific point in timeFacets: peak in Antwerp: go and studySee it at work at the booth in the exhibition. ----- Notulen (11/10/11 17:25) -----Synchronised fake data zeggen!17

Off line analysis

We have generated a few statistics usingSAS Enterprise Guide: a tool that allows to create data processing and visualisation workflows in a quite intuitive way. 18

Example: pop poll Marcel vs. Marijke.We counted the number of occurences of their names in de comments. 19

Sentiment analysis, which was performed by counting the occurence of a list of keywords, that have a positive or a negative connotation. Super, wonderful, Boring, ----- Notulen (11/10/11 17:25) -----Ook nog positieve analyseren.20

Sentiment analysis

Sentiment analysis

----- Notulen (11/10/11 17:25) -----Fotootje!22

Sentiment analysis

Lessons learned

Lessons learnedUser profiles not completeAsk more info on registrationIncentive necessaryAbout 11000 users actively engaged via second screen (villasquare + facebook + twitter)1-2% of viewers engagedMarket potential: 10 15% Endemol: 12% on play-along game show)10% with idols second screen app, Million pound dropFormat is importantEngage, interact with the consumer!

----- Notulen (4/10/11 15:15) -----Endemol: 12% op play along game show----- Notulen (11/10/11 17:25) -----Engagor gegevens. apps apps apps.3555 users registered on platform. unieke aantal bezoekers.

25

Remaining challenges

Time Synchronization

Technology on the market: Nielsen, CivolutionTODO: keyframe from nielsen video27

Feedback to consumerMore apps! Consumer likes to be able to influence things

Personalised contentRecommendationsPersonalised apps

Other possibilities of exploiting the dataImportant for broadcasters to think about this. Personalised advertisement,

----- Notulen (11/10/11 17:25) -----apps apps apps28

Thank you!Questions?