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MediaCRM
MediaCRMRealizing Customer Relationship Management for Broadcasters
iMinds 13/10/2011
Mike Matton VRT-medialab
Previous presentation: benefit for userIn this presentation we are taking the view from the broadcasters side. We will elaborate on the benefit for the broadcasterWe will substantiate this with some numbers.
!!!!! 16/9 !!!!!!!1
INTRODUCTIONSecond screen potential
Are second screen devices becoming popular?100% computer
26% smartphone2,5% Tablet-PC
65% flat screen34% traditional CRT TV 2% TV with webapps2% 3D TV7% mediacenter55% DVD-recorder72% DTV13% HD-recorder
72% desktop76% laptop12% netbook
Extract of internet questionnaire of VRT study dept. - 303 respondents
----- Notulen (11/10/11 17:25) -----303 respondentscirkel rond interessante highlightse-reader eruit!study available on the website3
Combining media, different screensWhich of these activities do you combine with watching television at least once a week?COMBINING WATCHING TV
+I combine watching TV at least once a week with
Study performed by the VRT study department. User4
Do people like to share their opinion?To which extent do you find the possibility to share your opinion with others and the programme creator interesting?Basis: Random sample (n=303)RANDOM SAMPLE (%)
{39%
{61%More resultsto be published on out website:http://www.vrtmedialab.be
----- Notulen (4/10/11 14:56) -----Synnovate logo gebruiken----- Notulen (11/10/11 17:25) -----opinion, interestingfiguur groter, tekst ernaast5
Apps popping up everywhereSecond screen
VT4 komen eten, canvascrack, two-screen NOS journaal, never.no platform, million pound drop, ABC my generation, villasquare6
Second screen
----- Notulen (11/10/11 17:25) -----Transcoding opnieuw doen!!Geen uitspraak over format.intonow!7
Fact: The consumer is digitalConsumer is digitalPersonal devicesMobile devicesAlways connectedDigital footprint!
Surf & Watch TV> 2nd Screen
Broadcaster, Producers& Advertisers!
Broadcaster, Producers, Advertisers: eyeballs are going to the other screens => danger in relevanceDanger of losing the consumer. ----- Notulen (11/10/11 17:25) -----8
Broadcasting - Context switchBroadcasterConsumerContentLinear broadcasting
IP TVSecond screen2-way communicationYesterdayTodayMedia contentExtra contentWhy didnt broadcasters do CRM earlier?
Broadcast + internet
Why didnt broadcasters do CRM earlier?Analog one-way tvNew technologies making it possible. ----- Notulen (11/10/11 17:25) -----Veel te veel informatie. yesterday - today.9
Who did VillaCRM reachWhat level of interaction have we obtained
Op deze slide komt een overzicht van aantal tweets tijdens Villa Vanthilt ivm andere tv programmas. Door de sociale interactie live in het programma in te bedden 10
Villasquare 1st & 2nd screenAbout 40 Ipad-visitors a day
360cam
auction
Audience measurement: dashed blue lineThick red line: Villasquare statisticsThin blue line: visitors of the template page on the een-website. ----- Notulen (11/10/11 17:25) -----11
Villasquare registrations3555 Engaged on Villasquare+/- 600 with profile info
3865 active on facebook3929 active on twitterIn total about 11.000 viewers engaged
Number of visitors continues to increase every day.
Registratieformulier.12
Villasquare: received messages per type
auction360cam
360cam
Pukkelpop
Sven Ornelis
Poll launch
PollTotal: +/- 35.000 messages
Tweede reeks!----- Notulen (4/10/11 14:56) -----kleuren aanpassen!!600 berichten per dag, 200 per platformverschillende platformen af en toe populair- apps: veel op platform- sven ornelisSlide van Rich? Engagor? (slide van Frank?)Slechte metrieken? Heel veel meer volgers. Waarde van een tweet.----- Notulen (11/10/11 17:25) -----Tabel eraf31 juni? tweede poll13
MediaCRM: The platform
MediaCRM: two pathsVillaSquareconnectionReal-time appEnrichingOffline pathData analysis tools
InputFront-end
OFF-LINEReplay app
LoggingStoringLive processing
Real-time!
----- Notulen (4/10/11 15:24) -----Real-time en offline analyse omwisselen?----- Notulen (11/10/11 17:25) -----Public and private eraf. terminologie! provided - enhanced.Data analysis (tools/applications)Real(-)timeVillaCRM15
Real-time statistics & replay
See the demoVRT-medialab booth
Replay app: 2 modesDemo scenario, different appletsClick on a specific point in timeFacets: peak in Antwerp: go and studySee it at work at the booth in the exhibition. ----- Notulen (11/10/11 17:25) -----Synchronised fake data zeggen!17
Off line analysis
We have generated a few statistics usingSAS Enterprise Guide: a tool that allows to create data processing and visualisation workflows in a quite intuitive way. 18
Example: pop poll Marcel vs. Marijke.We counted the number of occurences of their names in de comments. 19
Sentiment analysis, which was performed by counting the occurence of a list of keywords, that have a positive or a negative connotation. Super, wonderful, Boring, ----- Notulen (11/10/11 17:25) -----Ook nog positieve analyseren.20
Sentiment analysis
Sentiment analysis
----- Notulen (11/10/11 17:25) -----Fotootje!22
Sentiment analysis
Lessons learned
Lessons learnedUser profiles not completeAsk more info on registrationIncentive necessaryAbout 11000 users actively engaged via second screen (villasquare + facebook + twitter)1-2% of viewers engagedMarket potential: 10 15% Endemol: 12% on play-along game show)10% with idols second screen app, Million pound dropFormat is importantEngage, interact with the consumer!
----- Notulen (4/10/11 15:15) -----Endemol: 12% op play along game show----- Notulen (11/10/11 17:25) -----Engagor gegevens. apps apps apps.3555 users registered on platform. unieke aantal bezoekers.
25
Remaining challenges
Time Synchronization
Technology on the market: Nielsen, CivolutionTODO: keyframe from nielsen video27
Feedback to consumerMore apps! Consumer likes to be able to influence things
Personalised contentRecommendationsPersonalised apps
Other possibilities of exploiting the dataImportant for broadcasters to think about this. Personalised advertisement,
----- Notulen (11/10/11 17:25) -----apps apps apps28
Thank you!Questions?