24 may 2012 cipr social summer the future of broadcast

CIPR Social Summer
The Future of Broadcast

Russell Goldsmith & Julian Fisher, markettiers4dc
24 May 2012
#ciprsm / @russgoldsmith / @julesfisher

Where is broadcast today?

• The broadcast landscape has
changed, and will continue to do so
• Where is successful playout?
– Interview on the Today Programme on
Radio 4 ... or a Podcast reaching the top
of the charts on iTunes?
– Coverage on BBC Breakfast or a video on
YouTube, shared on Facebook and
trending on twitter?
• How does broadcast manifest itself?

Define a broadcaster
Traditional and Print?

©2011 howard@markettiers4dc.com / 0207 253 8888

Huge opportunity for coverage

• 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 role
but new social media platforms
provide a direct route to
audience

How to control a news agenda
and own the Broadcast
coverage across all platforms
Case study example
McDonalds Menu Board
Labelling

McDonalds
• Along with other
fast food chains
aimed to comply
with Governments
‘Public Health
Responsibility
Deal’ by putting
calorific value of
each product they
offer onto their
menu boards
• Wanted to own
the debate
• Offered filming
opportunity to http://www.linkto.tv/iframe/show/uuid/Ift
broadcasters and G9HeQC4Y

B-roll

Online News – McDonald’s

http://www.y
outube.com/
watch?v=2T
ADOfnHR7c


Online News – McDonald’s


Becoming the media and content owner

• Challenge
– Generate positive conversation online and
within social media outside of current news
agenda
• What works?
– Topics that often ‘trend’ in the UK on Twitter
are regularly based around broadcast
content, think #xfactor or #BGT

Becoming the media and content owner

• Opportunity
– Provide your messages to your target audiences through
content that they want to engage with
– Imagine creating your own version of Question Time and
produce live content that online viewers can share and
comment on with friends? Or a live event to view exclusively
the Facebook?
– Or producing video where viewers can purchase featured
products whilst watching from any connected device
– If produced and distributed in the right targeted environments,
then you don’t necessarily need to be on national TV to get
trending in social media

Case Study: Vodafone McLaren Mercedes

• Launch of new car livery
ahead of 2011 F1 season.
• By providing F1 fans &
bloggers exclusive access
to live stream on its
website and Facebook
page, excitement of the
team’s drivers Jenson
Button & Lewis Hamilton
unveiling new car live
online generated so
much discussion on
Twitter that it started to
trend

Importance of video

• One of biggest growth areas online
• 26m people watched 2.3bn videos in UK
in June 2011*
• Key is to find most effective use
appropriate to target audience to deliver
messages that ROI will be judged on
• Live or on-demand interactive video can
deliver positive results
*UKOM/Nielsen Video Census

Live & Interactive webTV

Case Study: Saga
General Election

Saga

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

Live Shows

• David Cameron http://www.studiotalk.tv/show/saga_speaks_to_david_cameron

– Streamed live in front of audience, which
included Saga Populus panel members
• Gordon Brown http://www.studiotalk.tv/show/saga_speaks_to_gordon_brown

– Pre-recorded from 10 Downing Street with
questions gathered in advance
• Nick Clegg http://www.studiotalk.tv/show/saga_speaks_to_nick_clegg

– Produced live from markettiers4dc studio
directly after Nick Clegg’s appearance on
Andrew Marr Show

Example Media Coverage


Facebook Fan Pages

• Brands shifting focus onto their Facebook Fan
pages to engage with their own community.
• Challenge is to maximise Facebook’s limited
page structure to make page more engaging to
encourage fans to ‘like it’ and share the content
• Updates only reach 17% of ‘likes’ on average*
unless more engaged
• Broadcasting live into the timeline and therefore
your ‘likers’ newsfeeds improves engagement,
enabling them to watch the content without
leaving their Facebook page, sharing it with their
friends and helping the viral spread.
*EdgeRank Jan 2012

Case Study: Pampers live in Facebook
Wall (now Timeline)

Event

Dedicated Tab

http://www.facebook.com/Pam
persUKIre/app_36343601700
8563


Facebook Video ad and ‘snowbox’

“Thanks all, very excited about this UK first!! :-D”

“Fabulous. Excited to see this launch later – I know it’s sheer coincidence this is going out at the same time as our
inaugural Facebook marketing conference in New York, but I like to think we’re having our own inaugural UK launch
here!”
- Facebook Marketing Solutions


Prudential email promotion
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

BEFORE AFTER

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


B2B 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

http://www.studiotalk.tv/show/uk-business-past-present-and-future


Internal Comms 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: Kennel Club

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 by
rolling mouse over video

Clicking on product pauses
video and brings up info page

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%

LinkTo integrated with Couponstar for Febreze


And for Fairy

http://www.facebook.com/fairyd
ish?sk=app_309459835747420


Improving SEO

“You are 53 times more likely to appear on the front page
of a Google search if your site contains video that is
supported with keyword tagged copy.”
– Forrester Research

Improving SEO

• Video Content
• Well tagged with supporting editorial copy
• Aggregated to highly indexed media owner
sites, personal blogs and through social
media

Belmont Thornton: ‘How to Make a PPI Claim’

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

Google ‘how To make a ppi claim’


Times Online – Top 20 Finance Blog


Not just about video

Podcasts/Branded Radio Stations

Case Study: HP Cloud computing
Michael Wilson
interviews Microsoft’s
Head of SMB
Marketing about
business benefits of
cloud computing as
part of a series of
podcasts for HP

http://www.broadcastexchange.tv/live/uk-smbs-reach-for-the-clouds


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

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

Mummy blogger Content
outreach Aggregation

Media Partnership Broadcast PR
with Netmums campaign

Phase 1

Making existing content work
harder

+
Custom Channel

http://www.youtube.com/startriteshoes

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

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 face
Series trailer produced

In the future, may
need to include #ad

Phase 3

Mum’s Half Hour – Live!

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


Aggregation to 25+ sites/blogs


Aggregation


Feedback from the first show

“In true mum style I had to cancel to
care for my 8 month old! I thought it
“I thought it was great - went well and is a great format for a
really interesting and I think show, it gives mums the chance to share
mums will have found it ideas and help re-affirm we are all
really reassuring to hear the normal and everyone does things in
discussions. They were very their own way”
inspirational”

“I enjoyed Mum's Half Hour very
much - thought there was enough
discussion for it to be twice as long!”

Now launched in Facebook


Summary

• Broadcast is growing in outreach
• Video increases search results online
• More channels than ever before, and direct
dialogue with audience/community
• Don’t be daunted by the challenge, instead
embrace the opportunities

Summary

• Social media is a digital advocacy platform used to
share information.
• Broadcast has an ability to bring a story to life, as well
as excite, enthuse and engage an audience.
• Combine both tools and remind yourself that you no
longer are as reliant on the ‘professional’ journalist but
instead can communicate directly with your audience
through a brand’s own community or with bloggers
who are advocates of your products and services
• The result for PR teams is very powerful and exciting ...

Any questions?
Thanks!
E: russ@markettiers4dc.com
M: 07775702076
T: 0207253888
Twitter: @russgoldsmith
Facebook: www.facebook.com/russellgoldsmith
Linkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith

24 may 2012 cipr social summer the future of broadcast

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24 may 2012 cipr social summer the future of broadcast