Case Study

GMA News, Vizrt, and Spredfast partnered to create an online and on-air social experience that enhanced the Philippine’s 2013 election coverage. By leveraging a trifecta of paid, owned, and earned media, GMA News topped online rankings, engaged a more attentive audience, and drove unprecedented traffic to their website.

GMA News Breaks Record with Over 21 Million Page Views

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Case Study

Objectives:

• Create social experiences online and on-air that produce, encourage, and amplify authentic insight of individual and public opinion.

• Enhance election coverage by providing a real-time snapshot of social conversations around candidates, voting experience, and democratic process.

• Leverage the trifecta of paid, owned, and earned media efforts to drive unprecedented traffic, content, viewer conversations, and engagement.

• Maintain a loop of immersed engagement and loyalty, driving GMA’s television viewers to their online site and their online consumers to GMA’s television channel.

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Strategy: Continually establishing itself as the ultimate Philippines’ news authority, GMA News mounted the biggest, most comprehensive election coverage this year. Rather than serving as a channel that only informed viewers, GMA News partnered with Spredfast to produce an interactive campaign that not only provided valuable information but also encouraged viewer participation and amplified engagement. GMA News involved and included the Philippine population in their distributed content by receiving and interpreting public opinion across the social networks.

In a multi-channel effort, GMA News tracked and reported both online and on-air on real-time Twitter and Facebook buzz about the candidates. Capturing and visualizing social trends, GMA News bundled public opinions, fueled further engagement, and provided insight into the voting process and favored candidates.

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To generate awareness of the visualizations, GMA News launched a Facebook ad campaign to drive traffic to both the Kandidato Buzz Index and the Voting Experience Poll. Adding paid media to their marketing efforts, GMA News propelled additional participation to their site, promoted their social experience across platforms, and successfully amplified their connection with viewers. Showcasing the value of such paid advertising, viewers who were driven to the Kandidato Buzz Index from a Facebook advertisement spent 32% more time on site than organically-driven traffic. By combining their paid, owned, and earned efforts, GMA News leveraged a significantly more engaged and attentive audience. GMA News integrated real-time earned media with owned and paid properties, combining the trifecta of converged media to best connect with the viewer voice.

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Viewers who were driven to the experience from a Facebook advertisement spent 32% more time on site than organically-driven traffic.

" We basically wanted to leverage all means of attracting and engaging users in these visualizations. Through Facebook ads we were able to reach a wider, more engaged audience."Howie SeverinoVice President of Multimedia Journalism at GMA Network

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Execution: In order to present their viewers with the most relevant and up-to-date information across social media networks, GMA News utilized Vizrt’s 3D real-time graphics engine and virtual studio system. This system allowed the anchors to be “immersed” in the graphics, creating a unique and dynamic presentation of election-related facts and figures. Ultimately, the partnership and integration between Spredfast and the Vizrt Social TV solution created a seamless and integrated workflow allowing GMA News to source, manage and publish their social content on-air bridging the gap between online and broadcast worlds.

Voting Experience PollThe Voting Experience Poll surveyed voters to authentically document the national voting experience. Options such as “My name was not on the registered voters list”, “I never registered”, and “I voted without any problems”. The Spredfast platform counted the surveyed votes, maintained a leaderboard of the top scenarios, and encouraged viewer participation.

Voting Experience PollThe Voting Experience Poll surveyed voters to authentically document the national voting experience. Options such as “My name was not on the registered voters list”, “I never registered”, and “I voted without any problems”. The Spredfast platform counted the surveyed votes, maintained a leaderboard of the top scenarios, and encouraged viewer participation.

" The Vizrt SocialTV solution integration with Spredfast provided incredible capabilities to GMA for the on-air presentation of all data harvested from their online and mobile polls as well as in depth analysis of what was going on throughout the different social media networks"Pablo GoldszeftHead of Research and Development at Vizrt, Israel

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Results

GMA's record breaking 21 million page views was 16 million more than their second place competitor.

" The Spredfast platform gave us an elegant way to parse, organize, and derive insight from the huge volume of social media data about the 2013 Philippine elections. As journalists, we were able to find meaningful stories in social media trends about an important national event. But as a media company, we also used Spredfast tools to empower our audience to participate in our coverage in a real way."Howie SeverinoVice President of Multimedia Journalism at GMA Network

On Election Day, GMA's special election coverage topped all competitors, scoring an average household rating of 11.6 percent.

11.6% OF HOUSEHOLDS

839,000 POSTS

3.1MILLION

The social experience received over 839,000 posts with the election's keywords.

As a result, social reach climbed to over 3.1 million.