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This is the presentation I gave at the a4uexpo yesterday.
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Using Broadcast and Social Media to Acquire
CustomersRussell Goldsmith
Digital & Social Media Directormarkettiers4dc
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 weekReached 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
BrandRepublic 4/2/10
Social Networks driving video viewsResearch 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 CollateralResearch
SpokespersonB-rollEtc.
TV
Trad
ition
al
interview
RADIOaudiofeature
feature
Download & On Demand
videofeature
podcast
RSS
Social Media Social Media
Social Media Social Media
23,404,000 UK Users*
3, 4
14, 0
00 U
K Use
rs*
2,232,000 UK Users*2,147,000 UK Users*
17,1
10,0
00 U
K Us
ers*
3,886,000 UK Users*
*Source: Nielsen Netview, Dec 2009
Live & Interactive
[email protected] / @russgoldsmith / 0207 253 8888©2010
Online Broadcast
(1) Comscore April 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010
30m UK Internet users aged
15+ watched over 5.5bn
online videos in Feb’101 (up
37% on last year) and 8m of
us have downloaded a
podcast2
Over half of 18-24 year olds
(55%) and 12% of over 55s
watch TV online at least once a week.
56% of 18-24s go online to
follow a breaking news story 3
[email protected] / @russgoldsmith / 0207 253 8888©2010
What are we watching Online?
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)
5%
8%
10%
10%
13%
16%
19%
27%
29%
31%
34%
35%
38%
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 & INTERACTIVEWEBTV SHOW
VIDEO NEWSRELEASE
STUDIO INTERVIEW
VIDEOCALL
SHORT FORMVIDEO FEATURE
AUDIO PODCAST
ONLINE PRAGGREGATION
CONTENT ON BRAND’S WEBSITE
MEDIAPARTNERSHIP
CRM EMAIL/
NEWSLETTER
DIRECT EMAIL TO OPT-IN LISTS
FACEBOOK FAN PAGE & NEWS FEEDS
UPLOAD TO VIDEO SHARING
SITES
ENCOURAGEMEDIA TO
TWEET
REACHINFLUENTIALBLOGGERS
LINKTO.TV FACEBOOKAPPLICATION
DATACOLLECTION 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 byrolling 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!
E: [email protected]: 07775702076T: 0207253888
Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith
