How to Troubleshoot Apps for the Modern Connected Worker
24 may 2012 cipr social summer the future of broadcast
1. CIPR Social Summer
The Future of Broadcast
Russell Goldsmith & Julian Fisher, markettiers4dc
24 May 2012
#ciprsm / @russgoldsmith / @julesfisher
2. Where is broadcast today?
• The broadcast landscape has
changed, and will continue to do so
• Where is successful playout?
– Interview on the Today Programme on
Radio 4 ... or a Podcast reaching the top
of the charts on iTunes?
– Coverage on BBC Breakfast or a video on
YouTube, shared on Facebook and
trending on twitter?
• How does broadcast manifest itself?
4. Huge opportunity for coverage
• Same targeting principles apply
– Who is my target audience?
– Where can I find them?
– What format / tactic does programming /
media owner require?
….Interviews / Outside Broadcasts / Podcasts /
interactive WebTV / Video news features….
5. Traditional broadcast
media still has a powerful
and important role
but new social media platforms
provide a direct route to
audience
6.
7. How to control a news agenda
and own the Broadcast
coverage across all platforms
Case study example
McDonalds Menu Board
Labelling
8. McDonalds
• Along with other
fast food chains
aimed to comply
with Governments
‘Public Health
Responsibility
Deal’ by putting
calorific value of
each product they
offer onto their
menu boards
• Wanted to own
the debate
• Offered filming
opportunity to http://www.linkto.tv/iframe/show/uuid/Ift
broadcasters and G9HeQC4Y
B-roll
11. 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
12. Becoming the media and content owner
• Opportunity
– Provide your messages to your target audiences through
content that they want to engage with
– Imagine creating your own version of Question Time and
produce live content that online viewers can share and
comment on with friends? Or a live event to view exclusively
the Facebook?
– Or producing video where viewers can purchase featured
products whilst watching from any connected device
– If produced and distributed in the right targeted environments,
then you don’t necessarily need to be on national TV to get
trending in social media
13. Case Study: Vodafone McLaren Mercedes
• Launch of new car livery
ahead of 2011 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
14. Importance of video
• One of biggest growth areas online
• 26m people watched 2.3bn videos in UK
in June 2011*
• Key is to find most effective use
appropriate to target audience to deliver
messages that ROI will be judged on
• Live or on-demand interactive video can
deliver positive results
*UKOM/Nielsen Video Census
16. 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
17. 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
19. Facebook Fan Pages
• Brands shifting focus onto their Facebook Fan
pages to engage with their own community.
• Challenge is to maximise Facebook’s limited
page structure to make page more engaging to
encourage fans to ‘like it’ and share the content
• Updates only reach 17% of ‘likes’ on average*
unless more engaged
• Broadcasting live into the timeline and therefore
your ‘likers’ newsfeeds improves engagement,
enabling them to watch the content without
leaving their Facebook page, sharing it with their
friends and helping the viral spread.
*EdgeRank Jan 2012
24. Internal Comms Case Study: e2v
• Dressed set – balance between
branded professional environment and
not spending too much money – but
more cost effective than the hundreds
of thousands spent on previous
conferences
• Communicate with staff in number of
territories including UK, Switzerland, US,
Hong Kong, Munich, Paris and Taiwan
• Subtitles for French speaking employees
• Profit warning issued to investors
• Video used as a ‘presidential address’ to
the organisation designed to answer
questions about the finances, future of
the company and end of year results
27. 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’
28. 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
29. Jaeger Results
• 27% Engagement
• 13% click through
• Average shopping basket increased by
300%
33. Improving SEO
“You are 53 times more likely to appear on the front page
of a Google search if your site contains video that is
supported with keyword tagged copy.”
– Forrester Research
34. Improving SEO
• Video Content
• Well tagged with supporting editorial copy
• Aggregated to highly indexed media owner
sites, personal blogs and through social
media
35. Belmont Thornton: ‘How to Make a PPI Claim’
http://www.linkto.tv/casestudies/casestudy/client/belmont_thornton
40. Creating a radio station for brand/organisation
• Epilepsy Action (15-21 May)
• Created own radio station
• Streamed through website
• Interaction through Facebook
• Broadcast from 8am to 8pm
– Music, chat and an cause related
theme
42. Background & Objectives
• Existing video content on website &
YouTube with incredible SEO
– #1 out of 29.5m on Google ‘how to fit
children’s shoes’
• Wanted to make content work harder
by creating e-commerce opportunities
• Drive brand awareness amongst
parents and build community to
engage directly with them
• Create new vehicle for regular
dialogue with parents – mum’s in
particular – to build loyalty
43. Mummy blogger Content
outreach Aggregation
Media Partnership Broadcast PR
with Netmums campaign
45. +
Custom Channel
http://www.youtube.com/startriteshoes
Viewers can click on hotspots in
videos and gain more
information, clicking through to
Start-rite site to add to basket
47. Applicants invited via
forums, blogs and our
celebrity talent (53,000+
followers)
100s of applications, short-
list interviewed over Skype
and face to face
Series trailer produced
In the future, may
need to include #ad
52. Feedback from the first show
“In true mum style I had to cancel to
care for my 8 month old! I thought it
“I thought it was great - went well and is a great format for a
really interesting and I think show, it gives mums the chance to share
mums will have found it ideas and help re-affirm we are all
really reassuring to hear the normal and everyone does things in
discussions. They were very their own way”
inspirational”
“I enjoyed Mum's Half Hour very
much - thought there was enough
discussion for it to be twice as long!”
54. Summary
• Broadcast is growing in outreach
• Video increases search results online
• More channels than ever before, and direct
dialogue with audience/community
• Don’t be daunted by the challenge, instead
embrace the opportunities
55. 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 ...