vincent sider
TRANSCRIPT
Social Media2012/2013
BBCW
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BBCW use social media for deep fan engagement
TX = one time commercial opportunity
Social Media = Always on conversation = Always on commercial opportunity!
BBC WW can build beyond the show for
deeper engagement
• Harness deep contextual knowledge about each consumer and apply it intelligently to
• Provide relevant experiences that attract and hold the attention of each consumer
• Maintaining relevance continuously
• Moderating the profiles throughout the year.
BBCW use social media for deep fan engagement rather than low touch mass market communication
Consumer Insight
CRM
Brands
Social
At each stage of the CRM process
-attract=increase awareness-engage=encourage revisit
-convert=generate data/sales
Reinforces status of brand'Always On' connection
Highly targeted marketing
Crowd-sourced R&DLow cost testing of ideas
Better understanding of fans
Social sits at the heart of BBCW’s move to be more consumer centric
BBCW have successfully focussed on Facebook and grown from16M likes to circa 27M likes July 2011 to October 2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Total Likes
Total Likes
87%
10%
3%
Social Platforms Share (excluding YouTube and secondary platforms)
Google+
Doctor Who 2,780,736
Sherlock 416,675
Top Gear (Global) 12,271,634
Top Gear USA 350,981
The Stig 5,870,731
BBC Earth 64,894
Planet Earth 2,741,794
WWD 16,904
BBC Good Food 88,817
Frozen Planet 256,945
Human Planet 43,828
Deadly 60 29,736
Only Fools And Horses 869,451
Angry Boys 159,211
Torchwood 581,458
Planet 1,909
Captain Jack Harkness 71,442
The Blue Planet 61,638
FACEBOOK TOTAL SEPT 2012 26,678,784
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Thanks to a straightforward engagement process
Remarkable experiencesthat compel people to share, recommend, and purchase
Light touch everyday engagementthat offers authentic value to fans and followers
1. Worked with everyone to understand objectives and
develop the strategy
2. Used exclusive and engaging content , posted
2/3 times day regularly
3. Made the page a hub by sharing as much relevant
content as possible
Light touch everyday engagement strategy…
i.e. Frozen Planet Facebook Community
4. Used TX as a key engagement time to interact
with fans on various platforms
5. Used great competitions as a fan acquisition technique
6. Used relevant advertising and seeding to make people
aware of the page
Light touch everyday engagement strategy…
i.e. Frozen Planet Facebook Community
Underpinned by these principles
# 1 Understand how social media will work for your brand
# 2 Provide ‘value’ for your fans
# 3 Conversation has to be two-way
# 4 Thank your community for getting involved
# 5 Continually innovate to keep your community engaged
# 1 Understand how social media will work for your brand
# 1 Understand how social media will work for your brand
# 2 Provide ‘value’ for your fans
# 2 Provide ‘value’ for your fans
# 2 Provide ‘value’ for your fans
# 3 Conversation has to be two-way
Embed Top Gear 10 million video
# 4 Thank your community for getting involved
04/11
Citroen sponsored game for
WRC
Mercedes AD game
on FB
Christmas Gifts app for fans on all
pages
Only Fool and Horsed FB
(800K)
DoctorWho VOD app on FB
Top Gear VOD app on FB
30% uplift DVD sales for Doctor Who
50K tickets sales on Doctor Who AUS live event
Frozen Planet FB
(200K)
FB timeline roll out on all
pages
10M TG fan caravan
celebration
Planet Earth social
app
Frozen Planet Social App
BBCEarth social app
05/11 06/11 07/11 08/11 09/11 10/11 11/11 12/11 01/12 02/12 03/12 04/12
Support Doctor Who
convention
Captain Jack Harkness FB
BBCearth.comSocial website
Support to FP TX in USA and
Japan
CD capture app on Top Gear FB
BBC Japan Twitter launch
party
£100K ticket sold on FB for
TG live
Top Gear Store Front
app
Planet Earth FB page (2.1M)
Hired VP Social Media
Hired TG social
manager
Launched Always on Q&A
Session with Matt Smith
£950K advertising
Topgear.com
# 5 Continually innovate to keep your community engaged
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YouTube
consumer
Brand
Editorial Strategy Meeting
Content Creation
Brand manager
Content repository
Brand Management
IP video
Brand Content Apps
Brand Websites
Brand Sites & Apps
Social Platforms
Messaging
Content & Community Management
Interaction Channels
MMO Games
Gaming
Community editor
Defines overall content approach and sets framework, budgets, etc. Includes representation from:
Commercial
Functional specialists
Content expert
Specialist support for build, commercial usage and health within each channel
Community moderator(where needed)
Creates content to support the editorial strategy and loads to a repository (or can post direct to comms channels if appropriate)
Brand exec
Marketing specialist
Specialists
Specialists
Specialists
Specialists
Specialists
Managed by social/CRM team
Managed by other teams
Supported by a glocal matrix based organization
Our social ROI strategy so far: stable mechanic, sending trafficback to ad display website…
£100,000 of tickets sold within a 24hr periodvia pre-sale event available solely throughFacebook.
3K purchases via Top Gear Gift Guide app (17.5% conversion rate) alongside consistent support of wider brand sales and product launches in the form of competitions, trailers and Augmented Reality.
TopGear.com received 100m visitors last fiscal (49m uniques)
Top Gear Facebook drove 38% of this traffic.
Top Gear ad sales last fiscal amounted to £2.5m
Top Gear social attributable for around £950,000
What happened?
Though unconfirmed at that time, it became clear that Facebook has tweaked EdgeRank to heavily tax posts which drive traffic away from the Facebook platform. The changes fall in line with Facebook’s publicised strategy of keeping users on the social platform.
Testing between posts of different types clearly shows the impact of posting a direct external link (1) against posting an image as the primary function, with a secondary link attached (2).
Supporting linkTo Topgear.com
Image – does not link throughto Topgear.com
Both image and link text clickthrough to Topgear.com
(1)(2)
That started to change when Facebook edgerank hit us, initiallytowards the end of May
Traffic Implications.
Visits from Facebook were down -27.80% in Q1 this year compared to Q4 of last year.
Comparably…
Facebook engagement levels have more than doubled from 8% May to 17% June basedon the Monthly Engaged User metric (MEU).
That started to change when Facebook edgerank hit us, initiallytowards the end of May
Facebook edgerank changes hit us again towards the end ofAugust 2012, lets do the maths…
July (Q2 start) average daily total reach as a percentageof fans was 38%
October (Q3 start) average daily total reach as apercentage of fans was 14%
Loss of revenue contribution at the end of October=£139,755
We would need to invest £2540 per post on Facebookto achieve the levels we were at – effectively £10,000per day.
Incremental revenue from that activity = £139,755
-Cost of Sales to maintain revenue levels= 30*£10K =£300,000
GM= £-160,245
So what’s next ?
#Diversifying traffic sources, bearing in mind specificities ofthese platforms
#Activating our audiences with peer to peer services, within ourwebsites or apps, connected to the open graph
#Harnessing social content from our live events
#Doing much more bespoke content for social, talking to ourfans like friends and family
#Surfacing more and more UGC and leveraging our advocates
#As Facebook moves from being a page/post platform to an appplatform, doing much more open graph apps
#Finding any good reason to celebrate!
In Confidence: my playbook
Diversifying referral traffic from third parties
Crowd invited from
Monthly hang outs
Lifestyle boards for non core
fan content
Gearing up the teams
Timing and frequency of
posting changes
Capture mechanism for website
Syndication of content on other
pages
Supporting Live Events
Activating our audiences with peer to peer services
Harnessing social content from our live events
Doing much more bespoke content for Social from and leading to our consumer products
USER GENERATED CONTENT
- Celebrate the creativity of our fans
through fun UGC campaigns
- Thousands of fans have hunted down Weeping Angels
of the world and tracked their locations with us
- UGC from Matt Smith himself
is already proving a hit!
Surfacing more and more user generated content and leveraging advocates
- Integrating the best Doctor Who
consumer product this Christmas
into a fun and engaging game
- Tap into user’s open graph and
promotes collaboration between
Facebook friends who can then hunt
down gifts together
Doing much more apps, apps, apps, immersing our fans in our worlds
- Drive awareness of TX and the return of iconic
characters
- Increase audience engagement through creation
of an online experience allows fans to face the
Cybermen themselves as they invade their world,
continuing the adventure beyond broadcast
through social media
THE RETURN OF THE CYBERMEN
Doing much more apps, apps, apps, immersing our fans in our worlds
CHRISTMAS
- Integrating the best Doctor Who
consumer product this Christmas
into a fun and engaging game
- Tap into user’s open graph and
promotes collaboration between
Facebook friends who can then hunt
down gifts together
Doing much more apps, apps, apps, immersing our fans in our worlds
- Start the 50th anniversary year with
a bang by celebrating our fans and
rewarding their loyalty
- Increase awareness of the brand
and grow audiences ahead of 50th
anniversary activity across the year
3 MILLION FAN MILESTONE
Leveraging any good reason to celebrate!
Last but not least
The ROI of Social is not to be found in Facebook but withFacebook and their rules are clear even if some expertsdisagree:•Using Facebook as a page/post mechanism is not 100% rightanymore. You will end up paying more for maintaining yourreach level
•As Facebook moves from being not only a page/post platformbut also an app platform, a key focus should be on apps, andthese apps should provide enough value to provide stories infans newsfeeds.
•Facebook can’t solve ROI issues if your apps don’t have abusiness model to support them. The ball is in your court to findyour business model and expose it through Facebook
•At this point in time, Facebook still remains the best platform toactivate an audience through apps
Thanks!@vincentsider
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