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tThis is the presentation I gave at the CIPR in London in September 2011 discussing how brands can use interacive video, both live and on demand, to broadcast directly to their audience through social media channels such as Facebook and YouTube and crucially how to engage with bloggers to aggregate the content.
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CIPR Freshly SqueezedUsing video online in Social
MediaRussell Goldsmith, markettiers4dc
September 2011
@russgoldsmith
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Define a broadcaster Are they a cross platform media owner now
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Traditional broadcast media still has a powerful and
important rolebut new social media platforms
provide a direct route to audience
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Online News
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Outside of news
Challenge Provide your messages to your target audiences
through content that they want to engage with
Potential Imagine your own version of Question Time, but
with the ability to moderate the conversation and questions
Or your own TV channel featuring just your products that viewers can purchase whilst watching from any connected device or via any affiliate partner
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Live webTV
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Live webTV - Saga Election
The 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 live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society
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David Cameron Streamed live in front of audience, which included Saga Populus
panel members
Gordon Brown Pre-recorded from 10 Downing Street with questions gathered in
advance
Nick Clegg Produced live from markettiers4dc studio directly after Nick Clegg’s
appearance on Andrew Marr Show
Media coverage included: BBC News Online, Sun Online, Over 50s.com , The Independent,
Begrand.net, The Express, Mail Online, The Spectator, About My Generation, In the News, Mature Times, Talk Talk
Live Shows
http://www.studiotalk.tv/show/saga_speaks_to_gordon_brown
http://www.studiotalk.tv/show/saga_speaks_to_nick_clegg
http://www.studiotalk.tv/show/saga_speaks_to_david_cameron
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Example Coverage
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Facebook Fan Pages
Brands shifting focus onto their Facebook Fan pages.
Challenge is to maximise Facebook’s limited page structure to make brand’s fan page more engaging to encourage fans to ‘like it’ and share the content
Key is to help viral spread of content & message – these are the actions that then appear in the walls/news feeds of your fans’ friends which may encourage them to visit your page too – don’t rely on Tabs
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Facebook and YouTube*
42% check out videos friends and family recommended
25% share videos from YouTube via Facebook 22% send links to friends 8% check out brand channels
34% watch videos that friends share on profiles 11% check out brand pages
*IAB research June 2010 1000+ sample
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Streaming programming live in Facebook
Facebook’s 1st live UK concert with Eliza Doolittle, produced exclusively for Carphone Warehouse Facebook page
Fan base increased by 10% (5000) in 30mins
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Interactivity within Facebook Wall
Example of live interactive webTV show in Wall of Facebook
Webchat with Jeff Brazier for British Toy & Hobby Association UK where viewers can submit questions directly on the video player
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Via Satellite – Laphroaig Whisky
http://www.studiotalk.tv/show/a_taste_of_scotland_with_a_flavour_of_spain
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Laphroaig Whisky
Global live & interactive shows via satellite: Engage 400,000 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 & 10’s of 000’s since
Watched in 63 countries Further shows from Scotland,
Kentucky, Jerez and next fom Australia
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Using Database Prudential
BEFOREBEFORE AFTERAFTER
HTML emails sent to your database to create an
appointment to view the live shows in particular and to encourage questions to
the guests, and then to follow up letting them know the videos are available on demand. This works well as proven by award winning Prudential campaign (left)
Worked database of 40,000+ customers
generating 100+ questions for show, now viewed by
30,000+ people
HTML emails sent to your database to create an
appointment to view the live shows in particular and to encourage questions to
the guests, and then to follow up letting them know the videos are available on demand. This works well as proven by award winning Prudential campaign (left)
Worked database of 40,000+ customers
generating 100+ questions for show, now viewed by
30,000+ people
http://www.studiotalk.tv/show/great_retirements_dont_happen_by_accident
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B2B Orange Business Awards
Call for entries using research with
previous finalists and winners into their insights into
the shape of British business in last ten
years
Call for entries using research with
previous finalists and winners into their insights into
the shape of British business in last ten
years
http://www.studiotalk.tv/show/uk-business-past-present-and-future
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Branded Content
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Nestle Carnation – Kirsty Allsopp
http://www.broadcastexchange.tv/live/kirsties-scrumptious-smartie-cup-cakes
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Interactive Video
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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’
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Jaeger
Highlight product byrolling mouse over
video
Highlight product byrolling mouse over
video Clicking on product pauses video and brings up info pageClicking on product pauses
video and brings up info page
Click on link to add product directly to shopping basket
Click on link to add product directly to shopping basket
http://www.linkto.tv/casestudies/casestudy/client/jaeger
•27% Engagement•13% click through•Average shopping basket increased by 300%
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Interactivity in Facebook - Vodafone
http://www.facebook.com/#!/vodafoneUK?sk=app_122993871113556
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Data Collection in Facebook
Benenden Healthcare allowing fans to enter competition through video enabling valuable data collection Video fronted by Dancing
on Ice 2010 champion Hayley Tamaddon
Viewers click on video and entering their details in the form that then appears
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Importance of Blogger Engagement
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Seafarers UK Video
http://www.seafarersawarenessweek.org/news/video/
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Improving SEO
“You are 50 times more likely to be on the first page of a Google search if you have
tagged video on your site” – Bruce Daisley, Sales Director for YouTube & Display UK
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Improving SEO
Video Content Well tagged with supporting editorial
copy Aggregated to highly indexed media
owner sites, personal blogs and through social media
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Buxton: Improving SEO and Buzz
webchat with Alastair Cook supported with large online and social media outreach and press advertising campaign
With so much online aggregation , social media outreach and buzz on twitter, SEO was enhanced through natural search results
Searches on Alastair Cook before and after show produced tremendous results for Buxton
Also buzz about the show on twitter with example tweets from England’s ‘Barmy Army’ (8082 followers)
When searching Alastair Cook, out of 914,000 results, the
webTV show is the 3rd link on the first page – and is a blog!
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Google ‘how To make a ppi claim’
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Case Study
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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
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Content Aggregation
Mummy blogger outreach
Media Partnership
with Netmums
Broadcast PR campaign
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+ Custom Channel
+ Custom Channel
Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to
add to basket
Viewers can click on hotspots in videos and gain more information, clicking through to Start-rite site to
add to basket
http://www.youtube.com/startriteshoes
Phase 1 – Make existing content work harder
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In the future, may need to include
#ad
In the future, may need to include
#ad
Recruit our Mums Half Hour panel
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
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
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6 episodes in the series running until
November 2011
Issues from competitive
parenting, back to school, summer
holidays, breastfeeding,
fashion...
All topics chosen by our mummy panel based on feedback
from viewers
6 episodes in the series running until
November 2011
Issues from competitive
parenting, back to school, summer
holidays, breastfeeding,
fashion...
All topics chosen by our mummy panel based on feedback
from viewers
Mum’s Half Hour – Live!
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Media partnership with netmums
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Aggregation to 25+ sites/blogs
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Aggregation
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Feedback from the first show
“I thought it was great - really interesting and I think
mums will have found it really reassuring to hear the discussions. They were very
inspirational”
“I thought it was great - really interesting and I think
mums will have found it really reassuring to hear the discussions. They were very
inspirational”
“In true mum style I had to cancel to care for my 8 month old! I thought it went well and is a great format for a
show, it gives mums the chance to share ideas and help re-affirm we are all
normal and everyone does things in their own way”
“In true mum style I had to cancel to care for my 8 month old! I thought it went well and is a great format for a
show, it gives mums the chance to share ideas and help re-affirm we are all
normal and everyone does things in their own way”
“I enjoyed Mum's Half Hour very much - thought there was
enough discussion for it to be twice as long!”
“I enjoyed Mum's Half Hour very much - thought there was
enough discussion for it to be twice as long!”
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Summary
Broadcast is growing in outreach Video increases search results online More channels than ever before, and
direct dialogue with audience/community
More opportunities
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Any questions?Thanks!
E: [email protected]: 07775702076T: 0207253888
Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmith
Linkedin: uk.linkedin.com/in/russellgoldsmithSkype: russell.goldsmith