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YOUNG AUDIENCES & NEWS:
OPENING DOORS
BY GOING SOCIAL
MADIANA ASSERAF – EUROVISION MEDIA ONLINE
SEPTEMBER 2014
ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY
1. KNOW YOUR AUDIENCES BETTER
2. PERSONALISE YOUR CONTENT
3. PRODUCE SEVERAL CONTENT VERSIONS
4. CHOOSE THE RIGHT PLATFORM FOR
THE RIGHT STORY
5. FIND INTERESTING STORYTELLING ANGLES
ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY
1. ENHANCE ACTIVE PARTICIPATION
2. BE LISTENABLE, WATCHABLE, SHARABLE
3. POST CONSTANT UPDATES
ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY
TOGETHERNESS & BELONGING
STAY IN TOUCH & COMMUNICATE
SHARED INTERESTS
“The first-ever EUROVISION DEBATE between the candidates to become President of the European Commission will also empower citizens to #TellEUROPE what matters to them”
ROLE OF SOCIAL MEDIA WITHIN THE EUROVISION DEBATE
PROMOTION + ENGAGEMENT to increase AUDIENCE AWARENESS and
to SHAPE THE DEBATE
Create interest and audience awareness
Engage with the audience: make them feel part of the project
Build a significant social media community
Attain leadership in the field of debates / European elections
Promote the brand and bring traffic to the web site
PHASE 1: SOCIAL MEDIA BEFORE THE TV DEBATE
• What matters to you?
• What would you tell the next
President of the EC?
Monitoring & analysis of the
conversation => main topics for the
TV Debate
MAKING THE AUDIENCE FEEL PART OF THE DEBATE
Questions & polls
SM competitions
Promotional teasers
Live SM Q&A with candidates
INCREASING THE INTERACTION WITH USERS
1. Coordinated activities with social media editors from EBU Members
MAXIMIZING THE AUDIENCE AWARENESS
2. Coordination with:
Facebook + Twitter
Political parties
European Parliament
MAXIMIZING AUDIENCE AWARENESS
SOCIAL TV:
Allow the audience to have their say
Social Media Hub
Social Media Intelligence Company
PHASE 2: SOCIAL MEDIA DURING THE TV DEBATE
Facebook:
• 4,130 likes
• 3,699 talking about this
• 25% males aged 25-34
• ITA, SPA, BEL, POR, GER
Youtube: 15,084 views
(on the official channel)
Google+: 7.922 views
RESULTS – FACEBOOK, OTHER CHANNELS
ON TV:
ED drew its largest audiences in
Germany (Phoenix), Italy (Rai News) and
France (Arte)
TV AUDIENCE / SOCIAL MEDIA AUDIENCE – SOME FACTS
ON SOCIAL MEDIA:
Social media editors from Phoenix,
Rai News and Arte were part of the
social media team before and during
the TV Debate
French, Italian and German were
three of the five more used
languages for the #TellEUROPE
hashtag
TV AUDIENCE / SOCIAL MEDIA AUDIENCE – SOME FACTS
ON TV:
ED on Rai News doubled its average
audience
ON SOCIAL MEDIA:
#TellEUROPE was a trending topic in Italy
Italian was the 4th language most used on
Twitter about the debate (after English,
French and Spanish)
Italy is number 1 country of ED Facebook
fans
Rai News social media team was part of
the social media core group since the
beginning. An editor from their team was on
the social media hub in EP on 15 May
WHAT’S NEXT ON THE SOCIAL MEDIA SIDE?
SOCIAL MEDIA NETWORK
Social media project group (content-driven)
To discuss ideas, problematics, best practice, trends, tools: social
media for broadcasters
To help integrate social media into traditional media projects
To organise an annual workshop and to produce recommendations
for EBU Members