Social MediaQuarterly Roadmap

May 10, 2010

Top Goals

• Increase engagement on PBS.org and station web sites• Utilize social technologies to capture new audiences• Increase monetization opportunities

Current Stats

• 55% of producers and 40% of stations are using a PBS provided social media product

• 60% of stations are on Twitter, and 77% are on Facebook• 520,000+ @pbs Twitter Followers• 260,000+ PBS Facebook Fan Page Likes

Social Media in 2009

StoryBoard Comments Engine Social Bookmarking Button

Engage Web Site Flickr Factory

Platform EvolutionComments Engine

2009 2010

• Built out of house and supported in-house • Engage Comments Engine saw wide adoption and usage, most popular product• After 12-months of usage, needed a major update

• Commercial solutions evolved & became more powerful • Brokered a national deal with a commenting service (Disqus) to provide a much enhanced user experience and administrative control

Platform EvolutionSocial Bookmarking

2009 2010

• Built and supported in-house• Offered a variety of visual styles• Basic tracking via Google Analytics

• Build and supported out-of-house• “Sharing 2.0” lets users connect to their social network accounts for frictionless sharing• Robust tracking and analytics via Gigya

Platform EvolutionEngage Website

2009 2010

• Aggregated social activity across PBS sites• Provided editorial opportunities (live-chats, blogging)

• Aggregation aligned with Topic verticals• Fewer editorial requirements• New hub of activity

Major Roadmap HighlightsQ2, 2010 Q3, 2010 Q4, 2010 Q1, 2011

• New Share Experience • StoryBoard v.2• Direct video upload• New user interface• COVE/Merlin/Disqus/Gigya integrations

•Facebook Open-Graph integration

• PBS Shows, and characters ingested as open-graph items via meta-data tagging• Socially relevant related content widgets deployed to high-traffic areas of PBS.org

• Community Discussions v.1• Basic discussion board functionality

Q2, 2011 Q3, 2010 Q4, 2011 Q1, 2012

• Community Discussions v.2• Commenting, UGC app integration and modules for stations and producers

•Playlist service• Empower users to create playlists of PBS content (video and non-video) as well as share those playlists with others.

•User Activity Streams• User activity across the site is syndicated back to their social networks• Aggregated view of site-activity visualized on Community site.

Share 2.0Target Launch: June 2010• Utilizes social network logins to create a

frictionless user sharing experience, users never leave PBS.org to share with their friends

• Robust analytics on shares, users, and return traffic from sharing activities

• Can be tied to user actions such as prompting the user to share a video after watching an episode

• Will also be included in new global header for PBS.org

Next Steps:• Onboard producers into Gigya for analytics• Test/QA implementation

StoryBoard 2.0 Project Goals

• Create an extensible solution for the collection, curation, and syndication of multi-media user generated content

• Provide the opportunity for submitted content to easily flow between local and national online experiences

Vision

Create a pathway by which user generated content can become a first-class citizen in PBS online experiences.

Most Requested Features• Direct uploading of videos• Multi-image uploads• Separate modules for content

submission and display• Easier sharing of stories between

sites and experiences• Simpler deployment and

management options• Streamlined moderation and

management of submitted content, including searching and filtering

• Multiple display modules– Geographic/Map– Timeline– Image Gallery– Widgets– Customization of colors, and

image assets in all display modules

How It Works

1. Users submit text, images, videos2. Curator edits/approves submissions3. StoryBoard syndicates approved

content to select destinations

Project Timeline

• Envisioning occurred in December 2009• Greenlighting in April• Technical scoping/estimating in May• Visual Design in May• Technical build begin in June• Deployment in August (needed for Baseball,

Circus, and Freedom Riders)

Social Network Integrations

• Meta-tags• Widgets

Open Graph-Meta Data

• For Shows, characters, or other ‘nouns’ we can enhance PBS’ visibility inside Facebook and other social networks by implementing meta-data tagging our sites and pages with additional meta data based on the OpenGraph standard.

Social Network Integrations

• Facilitate frictionless sharing and content recommendations across PBS online experiences.

• Platform agnostic “Liking” or rating• Socially relevant activity streams and content

recommendations (cross social-networks)

Community Discussions• Hub of conversation across PBS

engagement opportunities• Evolution of the Engage web site• Eventually meant to replace existing

Engage web site• Prominently feature all of the social

experiences and actions taking place across PBS online experiences, an “Activity Feed” for the whole site, including what your friends are doing.

Playlist Service

• Empower users to create multi-media playlists of PBS local and national content– Video– Sites– Pages

• After creation, users then can publish and share their playlists publically

• Rather than create favorites or bookmarks just in the Video portal, lets users favorite, save, and share their favorite cross-platform content

User Activity Streams

• UUA integration• Aggregated social activity across the ecosystem• Modules for station and producer sites powered by

Community Discussions site• A visualization of all of the activity you have done across PBS

ecosystem of sites and applications.– Example: Jonathan just watched FRONTLINE at PBS Video, Billy just

commented on NOVA Science Now, Jane rated Sharks 4-stars, etc

Parking Lot

• Global commenter profiles (see the comments you’ve left across sites within your account)

• Google FriendConnect integration• Ratings service