VMMa social media als conversatiekanaal met de kijker

Conversation with the TV viewer

Debby & Nancy’s Warme Wintershow vanaf zat 13 okt, 20u30

■ Senior Researcher Digital Media VMMa » Analysing & developing digital business lines

» Defining new and/or refining existing strategies

» Creating a bridge between TV & online

» Social media strategy

■ @bspiessens

■ bart.spiessens@vmma.be

■ How we work

■ CASE: The Voice van Vlaanderen

■ Wrap up

HOW WE WORK

Clan maandag, 21u30

Trial & Error

Set up your KPI’s

Traffic to your site(s)

Higher engagement with the show

Increase brand awareness

Sweepstakes

Targetted communication

…

■ Instroom naar site

Incoming traffic

• VTM: 20% via Facebook

• JIM: 60% via Facebook

Source: Google Analytics, Q1-2 2012

The Tidal system

‘Giving up’ content to other platforms

Triggering sufers to see / experience more

Adapt content to each platform

Integrated video player

Personality

Channel brand Program brand

■ Younger profile

■ Trendsetters

■ Journalists / B2B

■ Negative tone of voice

(easy commenting)

■ Content feedback

■ Higher reach

■ Comparable profile to channel

■ Evoke reactions

■ Photo galleries, integrated

video’s, polls, apps, …

■ Branding opportunities

CASE THE VOICE VAN VLAANDEREN

On Screen Communication

Showing tweets in qualifing episodes (not live!)

During show talk about social media

Social media room

All area’s acces

Acces to all social profiles of the candidates.

Push centralised messages

Activate the canditades

Learn them how to use/communicate

Fans will follow !!

V-reporters

Team of reporters creating content for online

Push to social media between shows

Selective messaging

Post, Like, Poll, Video, Tweet, Retweet, …

Select tweets, posts for presentors

Select & filter for social media room

Timeline

Before the start: Come and watch the show live

Start live show: Like or retweet if you’re watching

After each performance:

Facebook: ask for reaction | Twitter: quote of the jury

Poll: who will have to leave the show?

After the show: go to the site for more content

Social media room

LIVE social data

• Word cloud

• Tweets per minute

• Facebook popularity

• Tweet feed

Invite twitter followers to the live show

Select influencer / many followers

They become brand ambassadors

Create new # (eg #wordtnietkwaadalex)

Tweet seats

Tweet seats

Discover more of this case on http://vmmtv.be/thevoicevanvlaanderen_resultaten/index.php

It works !!

WRAP UP

Manneke Paul dinsdag en donderdag, 22u40

Source: Barnraisers.com

■ Web based tool

■ Time posts

■ Analytics

■ Find influencers

■ Sentiment

■ Web based tool

■ Manage multiple social

accounts

■ Time posts

■ Dashboard

or one of the many others…

Use social tools !

Q&A

Bart Spiessens bart.spiessens@vmma.be 02 255 39 45 | @bspiessens

Crimi Clowns bij 2BE maandag, 22u45