PRCA - 'Maximise broadcast integration within social media' v2

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How to maximise broadcast integration within social media

Russell Goldsmith, [email protected] /

@russgoldsmith

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How to control a news agenda and own the Broadcast coverage

across all platforms Case study example

McDonalds Menu Board Labelling

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The Opportunity

• Government announced ‘The Public Health Responsibility deal’ in March

• McDonald’s committed to the deal and was one of the first restaurant chains to sign up to Menu Board Labelling

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The solution

• Be first to market with GV’s - what to put in and how?

• Use independent spokesperson - who?• Provide filming opportunities - which

broadcasters and where?• Create Short Form Video News Feature (SFVNF)

for Online broadcast from B-Roll and GV’s • Land the coverage

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http://www.linkto.tv/iframe/show/uuid/IftG9HeQC4Y

TV Coverage

McDonalds

http://www.youtube.com/watch?v=2TADOfnHR7c

Video News Release

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Online News – McDonald’s

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Becoming the media and content owner

• Challenge– Generate positive conversation online and within

social media outside of current news agenda

• What works?– Topics that often ‘trend’ in the UK on Twitter are

regularly based around broadcast content, think #xfactor or #BGT

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Social TV

• 26% have commented on a programme on a second screen, rising to 46% of those aged under 25 saying they have used a social media channel to comment on a TV programme.

• 57% of UK’s social media users aged under 35 say social media buzz around a TV programme can affect whether they watch a programme live or not.

Source: TV Licensing Telescope Report 2012

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The ‘Social Games’

• Possibly no better example of how people are using twitter whilst watching live TV that the London 2012 Olympics and Paralympics

• From the opening ceremony, where @dannyboylefilm grew to 100s of thousands of followers in a couple of hours (only for it to be just a fan) and Sir Tim Berners-Lee tweeting from the event, throughout the rest of the games, Twitter and Facebook was a key part of the shared viewing experience

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Case Study: Vodafone McLaren Mercedes• Launch of new car livery

ahead of F1 season. • By providing F1 fans &

bloggers exclusive access to live stream on its website and Facebook page, excitement of the team’s drivers Jenson Button & Lewis Hamilton unveiling new car live online generated so much discussion on Twitter that it started to trend

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Live & Interactive webTV

Case Study: SagaGeneral Election

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Saga

• 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 series of live webchats discussing main concerns of Saga audience and outline plans & policies to serve this very influential section of society

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Live Shows

• 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

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 Media Coverage

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SO HOW CAN BRANDS USE BROADCAST & SOCIAL MEDIA TO THEIR ADVANTAGE

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All Facebook posts

Research slides courtesy of @juliusduncan from Headstream

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Likes by type


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Comments by type


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Shares by type


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Live branded video content in Facebook• Streaming of live events on a

Facebook tab or application may not be new ...– Example: Facebook’s first ever UK live

concert produced for the Carphone Warehouse with Eliza Doolittle from Ronnie Scotts to launch the INQ Cloud Touch smartphone

– Increase likes on the page by over 10% from 50,000 to over 56,000 in half hour

• ... but reaching the audience directly through their own newsfeed via your timeline is crucial

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Challenge of the timeline

• Updates only reach 17% of ‘likes’ on average (EdgeRank Jan 2012) unless more engaged through comments, likes, shares etc

• Broadcasting live into the timeline and into the newsfeeds of those who have liked your page improves engagement, enabling them to watch the content without leaving their Facebook page, sharing it with their friends and helping the viral spread.

• Need to still support it with targeted advertising and promoted tweets

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The Dictator Premier Timeline

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The Dictator live ads

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Why through ads?

Streaming from page with just a status update-

20% of 39,171=

reach of approx 7,834

Streaming through ads-

9 million impressions to

3.5 million uniques

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Results

9,718,266 impressions

Reach of 3.5 million unique users within a 2 hour period

14,068 video plays from the ad unit

Further 4,621 views organically generated

3,701 new fans generated

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Even Joanna Lumley loves it

http://www.youtube.com/watch?v=8fggZUCOpVU

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Not just about FacebookGoogle+ & Pinterest• Brands now streaming live in Google hangouts and

could also do so in pinterest• Google+ engagement might still be low, but there

as some great examples of how brands are using hangouts to their advantage– Cadbury’s Social Media & Community Manager Jerry

Daykin “give it a try and think about a new way of connecting with your consumers and having a chat with them”

• Pinterest enables you to embed a live youtube stream so don’t just live pin screenshots of the stream, embed the stream itself to engage the community further!

http://www.youtube.com/watch?v=6Jt4fIIHn9k&feature=youtu.be

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Not just about FacebookYouTube & Linkedin• You can now embed a

live YouTube stream into a discussion on Linkedin within a group

• Ideal for B2B community• 75% executives watch

work-related videos on business-related websites at least weekly & more than 52% watch work-related videos on YouTube at least weekly*

* Source: Forbes ‘Video in the C-Suite’ report from 2010

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Driving Offline Purchase?

• Challenged by P&G to integrate interactive video technology, LinkToTM into their existing coupons.com couponing system.

• Could we encourage viewers to click to print money-off coupons to redeem offline in-store.

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Coupon Usage is Mainstream

• 9 out of 10 shoppers redeem coupons occasionally or regularly

Source: fast.MAP / IPM 2011 Marketing-GAP Survey

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Online is Fast Growing Coupon Distribution Channel57% of consumers have printed a coupon from the internet 82% who haven’t would be willing to do so

Source: You Gov Sixth Sense, April 2011

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P&G Case Study: Febreze

• Used series of existing Febreze TV ads and branded video content

• FebrezeUK’s Facebook page chosen as it was a smaller community than other P&G branded Facebook pages but with just over 15,000 ‘likes’ at the time of the campaign going live, was seen as a large enough sample to test the new technology.

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Febreze Results

• Results– 92% increase compared to P&G coupon engagement

benchmarks.– When posted through the Febreze UK Facebook wall, click

to print a coupon reached over 50% of views, a record high for any pilot campaign.

• Shortlisted as Brand Innovator of the year with Marketing Week– Subsequent campaigns for other brands such as Fairy have

seen print out rates of 67% and redemption of over 55%

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Febreze Redemption Comparison

Printing a coupon is a sign of purchase intent –

therefore likely to be redeemed

Video enhances engagement AND

likelihood to redeem

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Summary

• Social media is a digital advocacy platform used to share information.

• Broadcast has an ability to bring a story to life, as well as excite, enthuse and engage an audience.

• Combine both tools and remind yourself that you no longer are as reliant on the ‘professional’ journalist but instead can communicate directly with your audience through a brand’s own community or with bloggers who are advocates of your products and services

• The result for PR teams is very powerful and exciting ...

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Any questions?Thanks!E: [email protected]

M: 07775702076T: 0207253888

Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmith

Linkedin: uk.linkedin.com/in/russellgoldsmithSkype: russell.goldsmith

PRCA - 'Maximise broadcast integration within social media' v2

Business

Transcript of PRCA - 'Maximise broadcast integration within social media' v2