using broadcast and social media to acquire customers and win awards - robert glasgow & russell...
TRANSCRIPT
Using Broadcast and Social
Media to Acquire Customers
Russell Goldsmith
Digital & Social Media Director
markettiers4dc
But in 1995 . . .
• No YouTube
• No Facebook
• No Twitter
• So what’s the landscape now
Social media is becoming
mainstream, which is why brands
should get involved
BBC 5live
• Sat 11 Sep 1.34pm -@rioferdy5 “Come on the lads a confident solid performance and we'll take it. I hate watching, I get too nervous.”
• bbc5live on air:
“We‟ve just seen on Rio Ferdinand‟s Twitter feed that he will not be playing today”
So what does this mean for
brand?
Social Media is about creating
conversation around content
Can we influence the influencers?
• Consumers less reliant on media owners and show little loyalty to them
• Brand’s can still control the message
• Consumers seek out content, choosing when & where to watch/listen
• Recommendation is key, so provide content that people will pass on virally
• Video and audio are effective communication methods and make message delivery portable
• Become the media owner and programme maker and engage directly with your audience?
[email protected] / @russgoldsmith / 0207 253 8888©2010
Compare the Market Podcasts
First in series of exclusive interviews
100,000+ downloads in a week
Reached No.2 on itunes
Coverage across online media owners,
bloggers, social media groups
What Social Media Adds to Your Broadcast Campaign
What Social Media Adds to Your Campaign
• A moderated & trusted environment
• Advocacy
• True Engagement
• One to one communication direct with a targeted and focused audience
• Assists SEO rankings (enhances and qualifies links)
• Complementary to affiliate marketing efforts
Facebook now 4th
largest distributor of news content on the web, sitting
behind Google, Yahoo! and
MSN as the place where people get their news online.Source: Hitwise via
BrandRepublic4/2/10
Social Networks driving video views
Research by Brightcove & Tubemogul Sept 2010
• By the end of the year, Facebook should be second only to Google in terms of video referrals.
• Third-party traffic accounts for just under 20% of total video views – 64% from Google
– Facebook currenlty 4.3 percent
– Twitter, 1.2 percent – twitter to soon embed video
• Video referrals via Facebook and Twitter are rising more rapidly than search engines.
– Facebook increasing 48% per month
– Twitter growing 38% per month
• When it comes to marketing videos, consumers tend to be more engaged when watching the content on third-party sites like blogs and social networks, watching nearly 30 seconds more on average per video stream. Traffic that originates from Facebook and Twitter leads to the longest viewing times for brand marketing video content.
Brands are interested!
• According to research carried out by Opinion Matters for the IAB (Dec 09), 86% of marketing managers rate social media as important to their business– 73% have a Facebook page or group with 46.7% rating it
very important. A further 18.7% intend to have one in 2010
– 53% have a YouTube channel with 32% rating it very important. A further 24% intend to have one in 2010
– 49% use video distribution with 37.3% rating it very important. A further 21.3% intend to in 2010
– Brands are increasing spend in Social Media from 0-5% of digital marketing budget to 6-10% 2009:2010
Broadcast PR in 2011
Media Collateral
Research
Spokesperson
B-roll
Etc.
TV
interview
RADIOaudio
feature
feature
Download & On Demand
video
featurepodcast
RSS
Social Media Social Media
Social Media Social Media
2,232,000 UK Users*2,147,000 UK Users*
*Source: Nielsen Netview, Dec 2009
[email protected] / @russgoldsmith / 0207 253 8888©2010
Online Broadcast
(1) Comscore April 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010
[email protected] / @russgoldsmith / 0207 253 8888©2010
What are we watching Online?
5%
8%
10%
10%
13%
16%
19%
27%
29%
31%
34%
35%
38%
Business videos
Automotive videos
Full length films
Gaming videos
How to videos
Animation clips
Entertainment/celeb news videos
Sports clips
News videos
Comedy clips
Broadcaster generated video (e.g. TV show)
Music videos/concert footage
Video clips other people have uploaded (UCG)
Types of video content viewed online over the last month
Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009
Using Branded Broadcast in Social
Media and adding value to your
affiliate marketing programme
LIVE & INTERACTIVE
WEBTV SHOW
VIDEO NEWS
RELEASE
STUDIO INTERVIEW
VIDEOCALL
SHORT FORM
VIDEO FEATURE
AUDIO PODCAST
ONLINE PR
AGGREGATIONCONTENT ON
BRAND’S WEBSITE
MEDIA
PARTNERSHIP
CRM
EMAIL/
NEWSLETTER
DIRECT EMAIL TO
OPT-IN LISTS
FAN PAGE &
NEWS FEEDS
UPLOAD TO
VIDEO SHARING
SITES
ENCOURAGE
MEDIA TO
TWEET
REACH
INFLUENTIAL
BLOGGERS
LINKTO.TV FACEBOOK
APPLICATION
DATA
COLLECTION COMPETITIONS
QUIZZES, POLLS, COMMENTS
The challenge and the potential
• Challenge
– Provide your messages to your target audiences
through content that they want to engage with
• Potential
– Imagine your own TV channel featuring just your
products that viewers can purchase whilst
watching from via any affiliate partner
– Or your own version of Question Time, but with
the ability to moderate the conversation and
questions!
Live & Interactive WebTV
shows
Live Events – Laphroaig Whisky
• Global live & interactive shows via satellite:– Engaged 280,000 online community – „Friends of Laphroaig‟
– Aggregated to 3rd party websites
– 1,000+ questions posted in advance, further 1,100+ during the live show
– 7,300+ views of live show and 10‟s of 000‟s since
– Watched in 63 countries
– 2nd & 3rd shows produced from Scotland & US and 4th last month from Jerez in Spain.
[email protected] / @russgoldsmith / 0207 253 8888©2010
Extending Reach through Facebook
http://www.facebook.com/theyouthoftoday
[email protected] / @russgoldsmith / 0207 253 8888©2010
Extending Reach – CRM Email
BEFORE AFTER
HTML email sent to database
of over 40,000 Prudential
customers had open rate of
15% generating over 100
questions for the show which
has been viewed by over
21,500 people on demand
Interactive Video On demand
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’
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
Jaeger Results
• 27% Engagement
• 13% click through
• Average shopping basket increased by
300%
[email protected] / @russgoldsmith / 0207 253 8888©2010
LinkTo Analytics Bounty :
‘How To Breastfeed’
All affiliate links can be tracked on
click through
Improving SEO
• Video Content
• Well tagged with supporting editorial copy
• Aggregated to highly indexed media owner
sites, personal blogs and through social
media
Belmont Thornton: ‘How to Make a PPI Claim’
Times Online – Top 20 Finance Blog
Summary
• Video & Audio content are effective methods to deliver message which can be easily made portable and shared virally online.
• Brands need to engage with their audiences in a meaningful and non-patronising way
• Drive advocacy through quality & focused broadcast content
• It’s about knowing the people and personality of the brand –less selling, more engaging
• When made interactive, viewers will engage with video content
• Make it a seamless connection for people
• Interactive video content can add value to your affiliate marketing programmes
Any questions?
Thanks!
M: 07775702076
T: 0207253888
Twitter: @russgoldsmith
Facebook: www.facebook.com/russellgoldsmith
Linkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith