social needs to be embedded in the user experience
DESCRIPTION
Panel contribution at IBC 2013 http://www.ibc.org/page.cfm/Action=Visitor/VisitorID=5927/loadSearch=331677_9518 Motivation: Need to interact, to be connected sharing emotions, reactions, wit Content / preferred brand: Who connects me to funny or important stuff Use context: The social layer is there for me when it suits meTRANSCRIPT
Strategic Social:Letting the Viewer Take Charge
Going beyond ‘hashtags’ and ‘likes’ to harness the power of social media in broadcast more strategically and measurably to drive audience engagement and revenue
#ibcsocial
Strategic Social:Letting the Viewer Take Charge
Tuija Aalto
Head of StrategyYle, Finland
Social needs to be embedded in the user experience
• Motivation – Was: want to relax, or want to hear the news – Need to interact, to be connected sharing emotions, reactions, wit
• Content / preferred brand – Was: Which TV or radio station entertains or informs me the best – Who connects me to funny or important stuff
• Use context – Was: The content is easily found when and where I want it– The social layer is there for me when it suits me
Milestones in developing Yle’s social strategy
• Experiments encouraged: 2009 - try everything!• Social media guidelines to staff 2010 – be careful and
protect our brand!• Strategic social 2012 – reach, discovery, engagement,
value for society
• Recommendation engine• Social as part of program flow • Facilitating discussion for the benefit of society
Source: Tv-meter (Finnpanel -Yle VP), comScore, Facebook
Youth daily drama series Uusi päivä has 30.000 FB fans. 45% of them are girls age 13-17.Instagram feed at 3000 followers.
What we know today of engagement online
What we want to measure: reach
• 37 % of 15-29-year –old –Finns share media content via social media.
• How does social activity extend our reach beyond Yle channels?
What we want to measure: added value
• Creating value for society: how does social media add value to our role in strengthening democracy in Finland?