What’s Next?7 ways social media and digital is
changing traditional broadcast mediaAlicia Whalen, Co-founder and Principal
acoupleofchicks.com
#soundbites• What’s changed in digital media
• Multi-platform content consumption
• Impact of media consumption & social media
• 7-ways social and digital is changing traditional media
• Case Study: Tim and Sid
• The Opportunity
• Tips & Tools
• Conclusions
@acoupleofchicks
2014 Digital Trends
Digital Convergence: Multi-platform content
Content is consumed across multiple devices
FACT: 90% of all media interaction are screen based Source: @Nielsen 2013
@acoupleofchicks #StayingTuned2014
What’s the impact ?
The new connected consumer
-Socially Connected-Influenced by what they see online-Using WIFI and Mobile Devices
Digital Media Convergence: the impact on traditional media
Mobile is the driving source Must have content for all screens
Screen Convenience: Digitized content and technology interact on the same screen.
Digital Media Convergence:
#StayingTuned2014
Social Media Impact on TV
Impact: Engagement on
Twitter about content on TV and Radio
DRIVES REACH AND BRAND
Social Media Engagement = Ratings
Impact:Both radio and television were once a one-way medium
Creates a feedback loop adding ROI to a primarily “reach” advertising medium.
127% increase in engagement and 30% increase in ratings
#StayingTuned2014@acoupleofchicks
1 . Increase of live programming• NBC attracted
18.6 million viewers for its live broadcast of The Sound of Music.
• High-quality live stream video delivered to any device and through multiple channels.
• Impact on advertising: cloud-delivery of ads in the video stream. Hard to block advertising, easy to target and measure
@acoupleofchicks
What is changing?
2. LIVE is Part of the Experience:
• Social media has become part of the Television watching experience
Multi-screening
@acoupleofchicks
Social media is LIVE
Most used LIVE Social Media Channels:TwitterFacebookTumbler VineInstagramYouTubeShazam Source: @Forbes
Social Media = LIVE
@acoupleofchicks #StayingTuned2014
3. The micro-videoBranded Vines 4X more likely to be shared than traditional online video
-micro video is portable to all screens
Could eventually result in micro-video becoming the most portable video
format across screens.
4. Broadcasting is no longer a one-way conversation
• Social media has created a two way conversation with audiences
• Content providers now become content mediators.
• The Voice voting - integrated into iTunes
@acoupleofchicks #StayingTuned2014
5. Expanded reach and engagementRe-broadcasting Extends the Reach Internationally and increased relevancy for the content
Britain’s got talent: building new audiences outside of Britain...
Over 7-Million Views and counting!
#StayingTuned2014@acoupleofchicks
6. The advertising industry is catching up
Source: MarketingLand: Danny Sullivan
What has changed over 2013?
@acoupleofchicks
New Record For 2014: Hashtags Mentioned In 57% Of Super Bowl Ads
The #selfie that broke Twitter
• Ellen’s #oscars #Selfie: impact on engagement with the Oscars - reach was far beyond those watching on the LIVE broadcast
7. Expanded audience engagement:
@acoupleofchicks
The Tim and Sid Show: A Case Study
@acoupleofchicks
How Social media boosted the show's reach outside of
traditional radio and TV
#StayingTuned2014
@acoupleofchicks
The Ice Dance Rant
It happened!!
Originally broadcasted as part of the daily radio and TV show:-Podcast-YouTube-Twitter
The YouTube Re-broadcast
Tessa did the thing...with the skate behind her head
..The guy that invented the move said @Virtue_Moir should be leading!
204,811 YouTube views
The Parody
Tim and Sid Fan Parody
Expanded REACH and ADDED NEW Audiences
https://www.youtube.com/watch?v=eLJ21srh2Rw
The Opportunity
Use SOCIAL MEDIA and Media convergence to grow audiences and increase advertising Revenue
Except the medium has EXPLODED and the messages are different depending on what medium is being used.
The Medium is the Message
@acoupleofchicks
Social media has made broadcasting a dialogue. Audiences are now content producers
So what now?
@acoupleofchicks
Tools for producer’s and hosts to monitor and proactively engage in social media conversation with fans.
Crowd sourcing platforms
Social media contesting
@acoupleofchicks
Strategy: Add Value
“Radio Freaks Out: Radio Station Turns Over Control To Listeners 24/7 On Web And Mobile” Source @TechCrunch
#StayingTuned2014
Build New Audiences
+ more engaged audience = happy advertisers
@acoupleofchicks
Listen. Respond. Optimize. Measure.
Repeat.
@acoupleofchicks
Keys to success:
Content plan
Resources
Monitor and Measure
Have a Social Media Strategy
@acoupleofchicks
Hashtag strategy
Cross platform linking (Twitter, Facebook, YouTube)
Integration into other media (Live radio or TV broadcast)
Encourage the dialogue
Proactive Social Media Strategy
@acoupleofchicks #StayingTuned2014
Tools to manage
@acoupleofchicks
Sprout Social: Listen and segment audiencesHootsuite: Listen and manage posts across platformsBuffer: pre-tweet at peek timesTweetdeck: available as an app
For producer’s, journalists, TV radio personalities, media sales people
Conclusions:
It’s all about the content
Multi-channel approach a must
Invest in Social Media
Invest in content accessible across multiple channels and devices
#StayingTuned2014@acoupleofchicks
Thank you!@acoupleofchicks acoupleofchicks.com