Using Broadcast and Social Media to Acquire Customers and Win Awards - Robert Glasgow & Russell...

transcript

Using Broadcast and Social

Media to Acquire Customers

Russell Goldsmith

Digital & Social Media Director

markettiers4dc

Social Media is nothing new!

First footie match arranged over web in ‘95

Then I found it! 1st post Apr ‘95

But in 1995 . . .

• No YouTube

• No Facebook

• No Twitter

• So what’s the landscape now

Age breakdown of social media

Social media is becoming

mainstream, which is why brands

should get involved

Daybreak / Lorraine

BBC 5live

• Sat 11 Sep 1.34pm -@rioferdy5 “Come on the lads a confident solid performance and we'll take it. I hate watching, I get too nervous.”

• bbc5live on air:

“We‟ve just seen on Rio Ferdinand‟s Twitter feed that he will not be playing today”

So what does this mean for

brand?

Social Media is about creating

conversation around content

Can we influence the influencers?

• Consumers less reliant on media owners and show little loyalty to them

• Brand’s can still control the message

• Consumers seek out content, choosing when & where to watch/listen

• Recommendation is key, so provide content that people will pass on virally

• Video and audio are effective communication methods and make message delivery portable

• Become the media owner and programme maker and engage directly with your audience?

Compare the Market Podcasts

First in series of exclusive interviews

100,000+ downloads in a week

Reached No.2 on itunes

Coverage across online media owners,

bloggers, social media groups

What Social Media Adds to Your Broadcast Campaign

What Social Media Adds to Your Campaign

• A moderated & trusted environment

• Advocacy

• True Engagement

• One to one communication direct with a targeted and focused audience

• Assists SEO rankings (enhances and qualifies links)

• Complementary to affiliate marketing efforts

Facebook now 4th

largest distributor of news content on the web, sitting

behind Google, Yahoo! and

MSN as the place where people get their news online.Source: Hitwise via

BrandRepublic4/2/10

Social Networks driving video views

Research by Brightcove & Tubemogul Sept 2010

• By the end of the year, Facebook should be second only to Google in terms of video referrals.

• Third-party traffic accounts for just under 20% of total video views – 64% from Google

– Facebook currenlty 4.3 percent

– Twitter, 1.2 percent – twitter to soon embed video

• Video referrals via Facebook and Twitter are rising more rapidly than search engines.

– Facebook increasing 48% per month

– Twitter growing 38% per month

• When it comes to marketing videos, consumers tend to be more engaged when watching the content on third-party sites like blogs and social networks, watching nearly 30 seconds more on average per video stream. Traffic that originates from Facebook and Twitter leads to the longest viewing times for brand marketing video content.

Video on Twitter

Brands are interested!

• According to research carried out by Opinion Matters for the IAB (Dec 09), 86% of 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

– 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

– Brands are increasing spend in Social Media from 0-5% of digital marketing budget to 6-10% 2009:2010

Broadcast PR in 2011

Media Collateral

Research

Spokesperson

B-roll

interview

RADIOaudio

feature

Download & On Demand

featurepodcast

Social Media Social Media

2,232,000 UK Users*2,147,000 UK Users*

*Source: Nielsen Netview, Dec 2009

Online Broadcast

(1) Comscore April 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010

What are we watching Online?

Business videos

Automotive videos

Full length films

Gaming videos

How to videos

Animation clips

Entertainment/celeb news videos

Sports clips

News videos

Comedy clips

Broadcaster generated video (e.g. TV show)

Music videos/concert footage

Video clips other people have uploaded (UCG)

Types of video content viewed online over the last month

Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009

Using Branded Broadcast in Social

Media and adding value to your

affiliate marketing programme

LIVE & INTERACTIVE

WEBTV SHOW

VIDEO NEWS

RELEASE

STUDIO INTERVIEW

VIDEOCALL

SHORT FORM

VIDEO FEATURE

AUDIO PODCAST

ONLINE PR

AGGREGATIONCONTENT ON

BRAND’S WEBSITE

PARTNERSHIP

EMAIL/

NEWSLETTER

DIRECT EMAIL TO

OPT-IN LISTS

FACEBOOK

FAN PAGE &

NEWS FEEDS

UPLOAD TO

VIDEO SHARING

ENCOURAGE

MEDIA TO

INFLUENTIAL

BLOGGERS

LINKTO.TV FACEBOOK

APPLICATION

COLLECTION COMPETITIONS

QUIZZES, POLLS, COMMENTS

The challenge and the potential

• Challenge

– Provide your messages to your target audiences

through content that they want to engage with

• Potential

– Imagine your own TV channel featuring just your

products that viewers can purchase whilst

watching from via any affiliate partner

– Or your own version of Question Time, but with

the ability to moderate the conversation and

questions!

Live & Interactive WebTV

Live Events – Laphroaig Whisky

• Global live & interactive shows via satellite:– Engaged 280,000 online community – „Friends of Laphroaig‟

– Aggregated to 3rd party websites

– 1,000+ questions posted in advance, further 1,100+ during the live show

– 7,300+ views of live show and 10‟s of 000‟s since

– Watched in 63 countries

– 2nd & 3rd shows produced from Scotland & US and 4th last month from Jerez in Spain.

Extending Reach through Facebook

http://www.facebook.com/theyouthoftoday

Extending Reach – CRM Email

BEFORE AFTER

HTML email sent to database

of over 40,000 Prudential

customers had open rate of

15% generating over 100

questions for the show which

has been viewed by over

21,500 people on demand

Interactive Video On demand

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

LinkTo Analytics Bounty :

‘How To Breastfeed’

All affiliate links can be tracked on

click through

Improving SEO

• Video Content

• Well tagged with supporting editorial copy

• Aggregated to highly indexed media owner

sites, personal blogs and through social

Belmont Thornton: ‘How to Make a PPI Claim’

Google ‘how To make a ppi claim’

Times Online – Top 20 Finance Blog

Summary

• Video & Audio content are effective methods to deliver message which can be easily made portable and shared virally online.

• Brands need to engage with their audiences in a meaningful and non-patronising way

• Drive advocacy through quality & focused broadcast content

• It’s about knowing the people and personality of the brand –less selling, more engaging

• When made interactive, viewers will engage with video content

• Make it a seamless connection for people

• Interactive video content can add value to your affiliate marketing programmes

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

Using Broadcast and Social Media to Acquire Customers and Win Awards - Robert Glasgow & Russell...

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