![Getting out there â summary: ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Empfohlen
Weitere Àhnliche Inhalte
Ăhnlich wie ITV Presentation
Ăhnlich wie ITV Presentation (20)
KĂŒrzlich hochgeladen
KĂŒrzlich hochgeladen (20)
ITV Presentation
- 1. Influencing the influencers Delivering the ITV brand online
- 3. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky
- 4. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky Non âtraditional channels YouTube Joost Video on Demand Mobile operators Google All Web users All Web users
- 5. And as we enter a new era of user-generated platforms, everyone is a potential competitor All Web users
- 6. The Challenge: TV content increasingly consumed on screens that are not TV screens
- 8. The Challenge: TV content increasingly being taken out of its traditional environment
- 9. The Challenge: Into some strange new placesâŠ
- 11. 4 key online audiences identified: PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS AUDIENCE SIZE
- 12. We can define these audiences by the depth of interaction they are prepared to engage in Read, watch, pass on Adopting content and spreading it Enthusiastic Supporters ï Fan Promoters ï Creating content of their own Pioneer Fanatics ï Look but donât touch Passive Viewers ï
- 13. And the minority have the greatest influence online PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS INFLUENCE ONLINE
- 14. For example Jupiter Research 2005 âConsumer Created Contentâ Create two thirds of the posts 90,000 users 30 people
- 16. People trust advice from friends Base: European online consumers â I Trustâ
- 17. People trust advice from friends Base: European online consumers â I Trustâ 48% of US 12 â 25 year olds claim to learn about new TV shows via online social networks and blogs
- 22. On air Teaser promo
- 25. Connected to the original Belle blog
- 26. Facebook Application to empower and reward fans
- 27. Leading into bold above the line creative
- 28. And integrated online creative
- 30. Summary: Engage and Reward key online audiences By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others ï Enthusiastic Supporters and Passive Viewers All groups rewarded via: - Exclusive content, tools, apps etc - High quality, on demand content via itv.com
- 31. Engage and Reward key online audiences ENGAGE EMPOWER REWARD
- 32. Thank you