the importance of social media in public relations: the eurovision experience
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Successfully using social media is about UNDERSTANDING HUMAN BEHAVIOR Author: Sietse Bakker Entrepreneur at Wow! works Event Supervisor at the Eurovision Song ContestTRANSCRIPT
The importance of social media in public relations:The Eurovision experienceSietse BakkerEntrepreneur at Wow!works
Event Supervisor at the Eurovision Song Contest
Who are you?
How did you get there?
If you share with your friends that you a brand or product - that creates a story. I don’t know if I call that an advertisement.
- Elliot Scharge. Vice-President PR & Communications of Facebook
“”
UNDERSTANDING HUMAN BEHAVIORSuccessfully using social media is about
Although people have di!erent ways to fulfill them,
they all have the same psychological needs.
Connection
Contribution
SecuritySignificance
Variety
Progress
We want to turn the monologue into a dialogue, by reaching people everywhere and make the Eurovision Song Contest a long-tail event, rather than just a TV show.
Different countries, different opinions1
Different generations2
Different engagement levels3
AMBASSADOR
FAN
INVOLVED VIEWER
AVERAGE VIEWER
NON-VIEWER
ANTI-FAN
GenerationY
GenerationZ
GenerationX
BabyboomGeneration
GenerationSilent
Different media to reach out to different audiencesDifferent messages to different audiences, both per country as well as per engagement levelDifferent ways of listening to our audience based on engagement, from quantitative to qualitativeDifferent focus during our annual cycle
0
27.500.000
55.000.000
82.500.000
110.000.000
2007 2008 2009 2010 2011
website page views
0
125.000
250.000
375.000
500.000
2008 2009 2010 20110
10.000.000
20.000.000
30.000.000
40.000.000
2009 2010 2011
Facebook fans Post views
0
50.000.000
100.000.000
150.000.000
200.000.000
2007 2008 2009 2010 2011
14’898 measured tweets at 21:12 CET
+1.1 million during the show
0
2000
4000
6000
8000
10000
12000
14000
16000
TV viewers in 2012 105.000.000
Facebook post views in 2011 33.408.000
198.660.000
101.800.000
YouTube video views in 2011
Website page views in 2011
Think about the six psychological needs
Be realistic: Social media doesn’t reach everyone, and certainly not the same way
You can learn everything about social media, but in the end it comes down to understanding people
Hire a guy from a garage ;)
Wow!works B.V.Jan Evertsenstraat 7371061 XZ AmsterdamThe Netherlands
Phone: +31 (0)20 8946498Email: [email protected]
Visit our website!www.wowworks.eu
Thank you!
Sietse BakkerCEO
Email: [email protected]: +31 (0)6 1788 2099Twitter: @sietsebakkerFacebook: facebook.com/sietsebakker
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