1. How to maximise broadcast
integration within social media
Russell Goldsmith, markettiers4dc
russ@markettiers4dc.com /
@russgoldsmith
©2013

2. How to control a news agenda
and own the Broadcast coverage
across all platforms
Case study example
McDonalds Menu Board Labelling
©2013

3. The Opportunity
• Government announced ‘The Public Health
Responsibility deal’ in March
• McDonald’s committed to the deal and was
one of the first restaurant chains to sign up to
Menu Board Labelling
©2013

4. The solution
• Be first to market with GV’s - what to put in
and how?
• Use independent spokesperson - who?
• Provide filming opportunities - which
broadcasters and where?
• Create Short Form Video News Feature
(SFVNF) for Online broadcast from B-Roll and
GV’s
• Land the coverage
©2013

5. McDonalds
http://www.linkto.tv/iframe/show/uuid/Ift
G9HeQC4Y
TV Coverage
http://www.youtube.com/watch?
v=2TADOfnHR7c
Video News Release
©2013

6. Online News – McDonald’s
©2013

7. Online News – McDonald’s
©2013

8. ©2013

9. Becoming the media and content
owner
• Challenge
– Generate positive conversation online and within
social media outside of current news agenda
• What works?
– Topics that often ‘trend’ in the UK on Twitter are
regularly based around broadcast content, think
#xfactor or #BGT
©2013

10. Social TV
• 26% have commented on a programme on a
second screen, rising to 46% of those aged
under 25 saying they have used a social media
channel to comment on a TV programme.
• 57% of UK’s social media users aged under 35
say social media buzz around a TV programme
can affect whether they watch a programme
live or not.
Source: TV Licensing Telescope Report 2012
©2013

11. The ‘Social Games’
• Possibly no better example of how
people are using twitter whilst
watching live TV that the London 2012
Olympics and Paralympics
• From the opening ceremony, where
@dannyboylefilm grew to 100s of
thousands of followers in a couple of
hours (only for it to be just a fan) and
Sir Tim Berners-Lee tweeting from the
event, throughout the rest of the
games, Twitter and Facebook was a
key part of the shared viewing
experience
©2013

12. Case Study: Vodafone McLaren
Mercedes
• Launch of new car livery
ahead of F1 season.
• By providing F1 fans &
bloggers exclusive access
to live stream on its
website and Facebook
page, excitement of the
team’s drivers Jenson
Button & Lewis Hamilton
unveiling new car live
online generated so much
discussion on Twitter that
it started to trend
©2013

13. Live & Interactive webTV
Case Study: Saga
General Election
©2013

14. Saga
• Saga Manifesto released in Jan
2010 sought to identify issues most
important to older people
• In March edition of Saga
magazine the leaders of the three main
political parties responded
to demands of the Saga
generation
• Next phase asked them to flesh
out promises in a series of live webchats
discussing main concerns of Saga
audience and outline plans
& policies to serve this very
influential section of society
©2013

15. Live Shows
• David Cameron http://www.studiotalk.tv/show/saga_speaks_to_david_cameron
– Streamed live in front of audience, which included
Saga Populus panel members
• Gordon Brown http://www.studiotalk.tv/show/saga_speaks_to_gordon_brown
– Pre-recorded from 10 Downing Street with
questions gathered in advance
• Nick Clegg http://www.studiotalk.tv/show/saga_speaks_to_nick_clegg
– Produced live from markettiers4dc studio directly
after Nick Clegg’s appearance on Andrew Marr
Show
©2013

16. Example Media Coverage
©2013

17. SO HOW CAN BRANDS USE
BROADCAST & SOCIAL MEDIA TO
THEIR ADVANTAGE
©2013

18. All Facebook posts
Research slides courtesy of @juliusduncan from Headstream
©2013

19. Likes by type
Research slides courtesy of @juliusduncan from Headstream
©2013

20. Comments by type
Research slides courtesy of @juliusduncan from Headstream
©2013

21. Shares by type
Research slides courtesy of @juliusduncan from Headstream
©2013

22. Live branded video content
in Facebook
• Streaming of live events on a
Facebook tab or application may not
be new ...
– Example: Facebook’s first ever UK live
concert produced for the Carphone
Warehouse with Eliza Doolittle from
Ronnie Scotts to launch the INQ Cloud
Touch smartphone
– Increase likes on the page by over 10%
from 50,000 to over 56,000 in half hour
• ... but reaching the audience directly
through their own newsfeed via your
timeline is crucial
©2013

23. Challenge of the timeline
• Updates only reach 17% of ‘likes’ on average
(EdgeRank Jan 2012) unless more engaged through
comments, likes, shares etc
• Broadcasting live into the timeline and into the
newsfeeds of those who have liked your page
improves engagement, enabling them to watch the
content without leaving their Facebook page, sharing
it with their friends and helping the viral spread.
• Need to still support it with targeted advertising and
promoted tweets
©2013

24. The Dictator Premier Timeline
©2013

25. The Dictator live ads
©2013

26. Why through ads?
Streaming from page with
just a status update- Streaming through ads-
20% of 39,171= 9 million impressions to
reach of approx 7,834 3.5 million uniques
©2013

27. Results
9,718,266 impressions
3.5 million
Reach of
unique users within a 2 hour
period
14,068 video plays from
the ad unit
Further 4,621 views organically
generated
3,701 new fans generated
©2013

28. Even Joanna Lumley loves it
http://www.youtube.com/watch?v=8fggZUCOpVU
©2013

29. Not just about Facebook
Google+ & Pinterest
• Brands now streaming live in Google hangouts and
could also do so in pinterest
• Google+ engagement might still be low, but there
as some great examples of how brands are using
hangouts to their advantage http://www.youtube.com/watch?
v=6Jt4fIIHn9k&feature=youtu.be
– Cadbury’s Social Media & Community Manager Jerry
Daykin “give it a try and think about a new way of
connecting with your consumers and having a chat
with them”
• Pinterest enables you to embed a live youtube
stream so don’t just live pin screenshots of the
stream, embed the stream itself to engage the
community further!
©2013

30. Not just about Facebook
YouTube & Linkedin
• You can now embed a
live YouTube stream into
a discussion on Linkedin
within a group
• Ideal for B2B community
• 75% executives watch
work-related videos on
business-related
websites at least weekly
& more than 52% watch
work-related videos on
YouTube at least weekly*
* Source: Forbes ‘Video in the C-Suite’ report from
©2013 2010

31. HOW CAN BRANDS USE
BROADCAST & SOCIAL MEDIA TO
DRIVE OFFLINE PURCHASE
©2013

32. Driving Offline Purchase?
• Challenged by P&G to integrate interactive
video technology, LinkToTM into their existing
coupons.com couponing system.
• Could we encourage viewers to click to print
money-off coupons to redeem offline in-store.
©2013

33. Coupon Usage is Mainstream
• 9 out of 10 shoppers redeem coupons occasionally or regularly
Source: fast.MAP / IPM 2011 Marketing-GAP Survey
©2013

34. Online is Fast Growing Coupon
Distribution Channel
57% of consumers have printed a coupon from the internet
82% who haven’t would be willing to do so
Source: You Gov Sixth Sense, April 2011
©2013

35. P&G Case Study: Febreze
• Used series of existing Febreze TV ads and
branded video content
• FebrezeUK’s Facebook page chosen as it was a
smaller community than other P&G branded
Facebook pages but with just over 15,000
‘likes’ at the time of the campaign going live,
was seen as a large enough sample to test the
new technology.
©2013

36. LinkTo with Coupons.com
https://www.linkto.tv/iframe/show/uuid/aG2P9hLlhBM/w/480/h/400
©2013

37. Febreze Results
• Results
– 92% increase compared to P&G coupon engagement
benchmarks.
– When posted through the Febreze UK Facebook wall, click
to print a coupon reached over 50% of views, a record high
for any pilot campaign.
• Shortlisted as Brand Innovator of the year with
Marketing Week
– Subsequent campaigns for other brands such as Fairy have
seen print out rates of 67% and redemption of over 55%
©2013

38. Febreze Redemption Comparison
Printing a coupon is a Video enhances
sign of purchase intent – engagement AND
therefore likely to be likelihood to redeem
redeemed
©2013

39. Summary
• Social media is a digital advocacy platform used to share
information.
• Broadcast has an ability to bring a story to life, as well as
excite, enthuse and engage an audience.
• Combine both tools and remind yourself that you no longer
are as reliant on the ‘professional’ journalist but instead can
communicate directly with your audience through a brand’s
own community or with bloggers who are advocates of your
products and services
• The result for PR teams is very powerful and exciting ...
©2013

40. 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
©2013