BROADCAST
OPPORTUNITIES WITHIN
SOCIAL
MEDIA
INTRODUCTION We are all aware of the power Social Media has within our marketing and PR mix, but what are we doing about it? According to research carried out by Opinion Matters for the Internet Advertising Bureau in December 2009, 86% of UK marketing managers rate Social Media as important to their business: ● 73% have a Facebook page or group with 46.7% rating it very important. A further 18.7% intend to have one in 2010
23,404,000 UK users1
3,414,000 UK users1
● 53% have a YouTube channel with 32% rating it very important. A further 24% intend to have one in 2010 ● 49% use video distribution with 37.3% rating it very important. A further 21.3% intend to in 2010 2,147,000 UK users1
● Brands are intending to increase their spend in Social Media from 0-5% of their digital marketing budget in 2009 to 6-10% in 2010 Yet at markettiers4dc we continue to get asked by our clients how they can make Social Media work harder for their brand. With over 4.7 billion videos viewed by almost 30 million UK Internet users aged 15 years or over in April 20092, and with 8 million downloading podcasts3, we believe the answer is in using broadcast at the heart of your Social Media campaign.
3,886,000 UK users1
2,232,000 UK users1
17,110,000 UK users1
1
Nielson Netview, Dec 2009 · 2 Comscore, Jul 2009 · 3 RAJAR, Jul 2009
BROADCAST MEDIA ASSET BROADCAST MEDIA ASSET
At the heart of your Social Media campaign should be a Broadcast Media Asset, be that audio, video or both. Think about your target audience, where you’ll find them (Facebook, YouTube, iTunes, LinkedIn etc), what content they consume there (short or long form video, audio), the best time of day to engage with them (live events may be better suited in the evening for a consumer audience, but at breakfast or lunch for business) and the message you want to deliver. These questions will impact on the best way to use broadcast to communicate with them within a Social Media environment.
Vodafone McLaren Mercedes webcast the launch of the new MP4-25 car for the new 2010 season Over 100,000 people logged on in the first hour and the buzz around the event became a trending topic on Twitter
AUDIO PODCASTS
from a stand-alone feature to your brand’s own radio show
VIDEOCALL
behind the scenes filming of events such product launches for quick media release and blogger outreach
VIDEO NEWS RELEASE
2-3 minutes news package often filmed and aggregated on the same day
STUDIO INTERVIEW Aleksandr Meerkat interviews David Hasselhoff for his own podcast show for Comparethemarket.com Over 100,000 downloads in a week, reaching No.2 on iTunes
shot in front of chroma-key backdrop
SHORT FORM VIDEO FEATURE
shot on location to high broadcast standards for feature based coverage
WEBCAST
Live online broadcast of event to give access to fans/clients/ customers and create buzz
WEBTV SHOW
live & interactive TV chat show filmed in a studio or on location
Live & interactive webTV shows from Vinapolis - London, The Isle of Islay Scotland, and Kentucky - USA Watched live by over 7000 people and on demand tens of thousands of times in more than 65 countries
Interview with Eoin Colfer, author of And Another Thing published by Penguin Aggregated to fan sites of Eoin and the Hitchhiker’s series as well as mainstream media
CRM & MEDIA PLACEMENT Immediate buzz and engagement can be driven through traditional editorial online PR placement with targeted media owners and existing CRM
CRM & MEDIA PLACEMENT
BROADCAST MEDIA ASSET
opportunities though a brand’s own website and existing customer database. CRM should be a priority to drive instant engagement as existing customers/clients provide the advocacy and loyalty towards the brand and are therefore more likely to respond to a call to action through a direct email alert or follow a link from the brand’s website.
ONLINE PR AGGREGATION BROADCAST CONTENT ON BRAND’S OWN WEBSITE COMMERCIAL MEDIA PARTNERSHIP CRM HTML EMAIL/ NEWSLETTER HTML emails targeting Prudential’s database of over 40,000 customers to drive questions prior to and give notification of the forthcoming show Open rate of 15% with 100 questions submitted prior to the show and 14,500 views on demand.
Dell’s online TV Channel for small businesses aggregated through online PR 22 online media owners carried the live and on demand shows including AOL, Computerweekly.com and Telegraph.co.uk as well as social media environments such as Dell’s own Youtube channel.
Bespoke media partnership with Dailymail.co.uk to host video Pensions Surgery with Alvin Hall
DIRECT EMAIL TO OPT-IN LIST
SOCIAL MEDIA OUTREACH Of the 36.9 million UK users in May 2009, 29.4 million visited at least one social networking website,1 proving how important a part of our
SOCIAL MEDIA OUTREACH CRM & MEDIA PLACEMENT
BROADCAST MEDIA ASSET
media diet this environment has become. Facebook alone received 23.9 million visitors from the UK in that month and Twitter continues to increase its user base at an incredible rate. Aggregating your broadcast media assets to these networks has therefore become a priority bringing huge benefits to any campaign. You will be able to deliver true engagement in a trusted environment through one to one communication directly with a targeted and focused audience that has advocacy to your brand. This enables you to drive online buzz as well as improving your search engine optimisation.
Vodafone Foundation’s Facebook Application enabled fans of their group to watch a webTV show live within Facebook itself and share it with their friends
FACEBOOK FAN PAGE APPLICATION UPLOAD TO VIDEO SHARING SITES ENCOURAGE MEDIA TO TWEET REACH INFLUENTIAL BLOGGERS & ADMINISTRATORS OF SM GROUPS
Bespoke media partnership with Absolute Radio integrated into Facebook, Youtube and Twitter for Vodafone Roaming Winners sent to report from destinations across the world where mobile roaming charges were abolished, using Vodafone’s and Absolute’s social media platforms to drive customer engagement 1
Comscore
ENSURING THE RETURN PATH
ENSURING THE RETURN PATH The final layer in an integrated Social Media campaign should be to ensure there is an opportunity for the audience to interact with the brand and provide a return path.
SOCIAL MEDIA OUTREACH CRM & MEDIA PLACEMENT
BROADCAST MEDIA ASSET
This can easily be achieved with video content by adding LinkTo™ technology to it, which enables viewers to click on interactive hotspots within a video to purchase products, sign up to mailing list, or download a document. Other interactivity can be added on Social Media sites like Facebook or YouTube by allowing the audience to comment, vote on a topic, take part in a quiz or enter a competition.
Jaeger encoded their catwalk video with LinkTo and saw a 27% engagement level with 13% of viewers clicking through to purchase providing an ROI of over 10 from this one video
LINKTO™ FACEBOOK APPLICATION DATA COLLECTION
1
COMPETITIONS
DRIVE TO CLICK THROUGH ON HOME PAGE
QUIZZES, POLLS & COMMENTS
3 2
MOUSE OVER TO REVEAL INTERACTIVE AREAS
CLICK ON PRODUCT TO REVEAL MORE INFO / ADD TO SHOPPING BAG
National Grid’s broadcast campaign fronted by cult student figure, Alan Fletcher (a.k.a. Dr. Karl Kennedy from TV’s Neighbours) was hosted on Facebook to drive advocacy and maximise dialogue between National Grid and students. Traffic was driven to the page through a number of touch points, including a bespoke Facebook video theatre application that rotated video content featuring Alan Fletcher.
RUSSELL GOLDSMITH
DIGITAL MEDIA DIRECTOR E russ@markettiers4dc.com M 07775 702 076 T 0207 253 8888 W markettiers4dc.com
@russgoldsmith www.facebook.com/russellgoldsmith http://uk.linkedin.com/in/russellgoldsmith russell.goldsmith