1. Using Broadcast and Social Media to Acquire Customers Russell Goldsmith Digital & Social Media Director markettiers4dc

2. Social Media is nothing new!

3. First footie match arranged over web in ‘95

4. Then I found it! 1st post Apr ‘95

5. But in 1995 . . . No YouTube No Facebook No Twitter So what’s the landscape now

6. Age breakdown of social media

7. Social media is becoming mainstream, which is why brands should get involved

8. Daybreak / Lorraine

9. BBC 5live Sat 11 Sep 1.34pm - @rioferdy5 “Come on the lads a confident solid performance and we'll take it. I hate watching, I get too nervous.” bbc5live on air: “We’ve just seen on Rio Ferdinand’s Twitter feed that he will not be playing today”

10. So what does this mean for brand? Social Media is about creating conversation around content

11. Can we influence the influencers? Consumers less reliant on media owners and show little loyalty to them Brand’s can still control the message Consumers seek out content, choosing when & where to watch/listen Recommendation is key, so provide content that people will pass on virally Video and audio are effective communication methods and make message delivery portable Become the media owner and programme maker and engage directly with your audience?

12. Compare the Market Podcasts First in series of exclusive interviews 100,000+ downloads in a week Reached No.2 on itunes Coverage across online media owners, bloggers, social media groups

13. What Social Media Adds to Your Campaign What Social Media Adds to Your Broadcast Campaign Facebook now 4th largest distributor of news content on the web, sitting behind Google, Yahoo! and MSN as the place where people get their news online. Source: Hitwise via BrandRepublic 4/2/10 A moderated & trusted environment Advocacy True Engagement One to one communication direct with a targeted and focused audience Assists SEO rankings (enhances and qualifies links) Complementary to affiliate marketing efforts

14. Social Networks driving video views Research by Brightcove & Tubemogul Sept 2010 By the end of the year, Facebook should be second only to Google in terms of video referrals. Third-party traffic accounts for just under 20% of total video views 64% from Google Facebook currenlty 4.3 percent Twitter, 1.2 percent – twitter to soon embed video Video referrals via Facebook and Twitter are rising more rapidly than search engines. Facebook increasing 48% per month Twitter growing 38% per month When it comes to marketing videos, consumers tend to be more engaged when watching the content on third-party sites like blogs and social networks, watching nearly 30 seconds more on average per video stream. Traffic that originates from Facebook and Twitter leads to the longest viewing times for brand marketing video content.

15. Video on Twitter

16. Brands are interested! According to research carried out by Opinion Matters for the IAB (Dec 09), 86% of marketing managers rate social media as important to their business 73% have a Facebook page or group with 46.7% rating it very important. A further 18.7% intend to have one in 2010 53% have a YouTube channel with 32% rating it very important. A further 24% intend to have one in 2010 49% use video distribution with 37.3% rating it very important. A further 21.3% intend to in 2010 Brands are increasing spend in Social Media from 0-5% of digital marketing budget to 6-10% 2009:2010

17. Broadcast PR in 2011

18. Social Media Social Media feature Traditional 23,404,000 UK Users* Live & Interactive interview TV 3, 414, 000 UK Users* RADIO Media Collateral Research Spokesperson B-roll Etc. audio feature 2,147,000 UK Users* 2,232,000 UK Users* video feature podcast RSS 3,886,000 UK Users* 17,110,000 UK Users* Download & On Demand Social Media Social Media *Source: Nielsen Netview, Dec 2009

19. Online Broadcast 30m UK Internet users aged 15+ watched over 5.5bn online videos in Feb’101 (up 37% on last year) and 8m of us have downloaded a podcast2 Over half of 18-24 year olds (55%) and 12% of over 55s watch TV online at least once a week. 56% of 18-24s go online to follow a breaking news story3 (1) ComscoreApril 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010

20. What are we watching Online? Types of video content viewed online over the last month Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009

21. Using Branded Broadcast in Social Media and adding value to your affiliate marketing programme

22. LIVE & INTERACTIVE WEBTV SHOW SHORT FORM VIDEO FEATURE VIDEO NEWS RELEASE VIDEOCALL STUDIO INTERVIEW AUDIO PODCAST

23. ONLINE PR AGGREGATION CONTENT ON BRAND’S WEBSITE CRM EMAIL/ NEWSLETTER MEDIA PARTNERSHIP DIRECT EMAIL TO OPT-IN LISTS

24. UPLOAD TO VIDEO SHARING SITES FACEBOOK FAN PAGE & NEWS FEEDS REACH INFLUENTIAL BLOGGERS ENCOURAGE MEDIA TO TWEET

25. LINKTO.TV FACEBOOK APPLICATION DATA COLLECTION COMPETITIONS QUIZZES, POLLS, COMMENTS

26. The challenge and the potential Challenge Provide your messages to your target audiences through content that they want to engage with Potential Imagine your own TV channel featuring just your products that viewers can purchase whilst watching from via any affiliate partner Or your own version of Question Time, but with the ability to moderate the conversation and questions!

27. Live & Interactive WebTV shows

28. Live Events – Laphroaig Whisky

29. Live Events – Laphroaig Whisky Global live & interactive shows via satellite: Engaged 280,000 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 and 10’s of 000’s since Watched in 63 countries 2nd & 3rd shows produced from Scotland & US and 4th last month from Jerez in Spain.

30. Extending Reach through Facebook http://www.facebook.com/theyouthoftoday

31. Extending Reach – CRM Email HTML email sent to database of over 40,000 Prudential customers had open rate of 15% generating over 100 questions for the show which has been viewed by over 21,500 people on demand BEFORE AFTER

32. Interactive Video On demand

33. 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’

34. Jaeger using LinkToTM Highlight product by rolling mouse over video Clicking on product pauses video and brings up info page Click on link to add product directly to shopping basket http://www.linkto.tv/casestudies/casestudy/client/jaeger

35. Jaeger Results 27% Engagement 13% click through Average shopping basket increased by 300%

36. LinkTo Analytics Bounty : ‘How To Breastfeed’ All affiliate links can be tracked on click through

37. Improving SEO Video Content Well tagged with supporting editorial copy Aggregated to highly indexed media owner sites, personal blogs and through social media

38. Belmont Thornton: ‘How to Make a PPI Claim’

39. Google ‘how To make a ppi claim’

40. Times Online – Top 20 Finance Blog

41. Summary Video & Audio content are effective methods to deliver message which can be easily made portable and shared virally online. Brands need to engage with their audiences in a meaningful and non-patronising way Drive advocacy through quality & focused broadcast content It’s about knowing the people and personality of the brand – less selling, more engaging When made interactive, viewers will engage with video content Make it a seamless connection for people Interactive video content can add value to your affiliate marketing programmes

42. Any questions?Thanks! E: russ@markettiers4dc.com M: 07775702076 T: 0207253888 Twitter: @russgoldsmith Facebook: www.facebook.com/russellgoldsmith Linkedin: uk.linkedin.com/in/russellgoldsmith Skype: russell.goldsmith