tThis is the presentation I gave at the CIPR in London in September 2011 discussing how brands can use interacive video, both live and on demand, to broadcast directly to their audience through social media channels such as Facebook and YouTube and crucially how to engage with bloggers to aggregate the content.

1. CIPR Freshly Squeezed Using video online in Social Media Russell Goldsmith, markettiers4dc September 2011 @russgoldsmith

2. Define a broadcaster Are they a cross platform media owner now

3. Traditional broadcast media still has a powerful and important role but new social media platforms provide a direct route to audience

5. Online News

7. Live webTV

10. Example Coverage

15. Via Satellite – Laphroaig Whisky http://www.studiotalk.tv/show/a_taste_of_scotland_with_a_flavour_of_spain

17. Using Database Prudential BEFORE AFTER 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 award winning Prudential campaign (left) Worked database of 40,000+ customers generating 100+ questions for show, now viewed by 30,000+ people http://www.studiotalk.tv/show/great_retirements_dont_happen_by_accident

18. B2B Orange 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

19. Branded Content

20. Nestle Carnation – Kirsty Allsopp http://www.broadcastexchange.tv/live/kirsties-scrumptious-smartie-cup-cakes

21. Interactive Video

24. Interactivity in Facebook - Vodafone http://www.facebook.com/#!/vodafoneUK?sk=app_122993871113556

26. Importance of Blogger Engagement

27. Seafarers UK Video http://www.seafarersawarenessweek.org/news/video/

29. Improving SEO “ You are 50 times more likely to be on the first page of a Google search if you have tagged video on your site” – Bruce Daisley, Sales Director for YouTube & Display UK

32. Google ‘how To make a ppi claim’

33. Case Study

35. Content Aggregation Mummy blogger outreach Media Partnership with Netmums Broadcast PR campaign

36. Phase 1 – Make existing content work harder + Custom Channel Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to add to basket http://www.youtube.com/startriteshoes

37. 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

38. 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

39. Media partnership with netmums

40. Aggregation to 25+ sites/blogs

41. Aggregation

42. Feedback from the first show “ I thought it was great - really interesting and I think mums will have found it really reassuring to hear the discussions. They were very inspirational” “ In true mum style I had to cancel to care for my 8 month old! I thought it went well and is a great format for a show, it gives mums the chance to share ideas and help re-affirm we are all normal and everyone does things in their own way” “ I enjoyed Mum's Half Hour very much - thought there was enough discussion for it to be twice as long!”

44. 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