Collaboration with the audiences - experiences from Yle. Guest lecture @ HY Tuija Aalto 2016
1. Collaboration with the audiences - experiences from Yle
Tuija Aalto Yle Strategy 2016
Aalto / HY 29.1.2016
2. Topics covered today
1. Yle 2020 strategy, goals and actions
2. Exploit & explore - examples
3. Management challenges
3. Tax-funded since 2013
• Public service broadcasting company owned by
the Finnish people, funded by a special Yle tax
from January 2013.
• Yle's operations are governed by the Act on
Yleisradio Oy.
• About Yle
4. Yle Management 2016
● CEO Lauri Kivinen
● Unit directors Ismo Silvo, Ville Vilén,
Atte Jääskeläinen, Marit af
Björkesten, and Chief Operations
OfficerJanne Yli-Äyhö
● Director of HR Teijo Valtanen
● Director of Financial Affairs Maisa
Hyrkkänen
● Director of Strategy Gunilla Ohls
● Director of Legal Affairs Katri Olmo
● Director of Communications Reija
Hyvärinen
8. Yle 2020
• We anticipate the drastic change of television.
• We will keep in the forefront of audio and video
publishing to always guarantee the best public
service.
• We expand Yle Areena and make it irreplaceable.
9. Objectives
• Eight essential development objectives for 2016–
2020: 2. We will renew television.
• We will make Yle Areena online service the most important
distribution channel of the new television, and we will make it an
easy-to-use and superior media service.
10. Objectives
• Eight essential development objectives for 2016–
2020: 7. We will find new ways to serve young
people.
• We will strengthen content offerings for teenagers and young
adults.
• We will develop ways that help young people to find the content
in a place where they use the media.
• We will create content together with young people.
• We will develop means to try new things boldly.
11. Concrete goals
• National News & Current Affairs as well as World
News and Current Affairs will increase the amount
of constructive journalism stories (Elina Ravantti &
Riikka Venäläinen)
• Creative Content will develop factual, culture &
entertainment and drama transmedia content and
increase its reach (Ilkka Lehtinen, Minna-Mari
Parkkinen & Jarmo Lampela)
12. Concrete goals
• Yle Media department will create and renew the
brands for the New TV in a dialogue with the
audiences (Risto Kuulasmaa)
• Yle Prophecy 2015 feed, blog
13. Yle's strategy 2020: Among Finns
• Yle promises to create space for different kinds of
ideas and shared experiences and to make Finland
an even better place to live in.
15. The Act on Yle
1) The public service programming shall in particular:
support democracy and everyone’s opportunity to
participate by
providing a wide variety of information, opinions
and debates as well as opportunities to interact
Chapter 3 The duties of the company Section 7 (635/2005) Public service
https://www.finlex.fi/en/laki/kaannokset/1993/en19931380.pdf
16. Your experiences from media
1. Think of your favorite media brands. In which ways
do they invite you as a viewer/reader/listener to
participate?
2. Do you follow a media brand via social media?
Have you ever noticed a call to action for
participation via their account or elsewhere in
social media?
Collaborative notebook for students' experiences
17. An audience researcher’s observation
from focus groups: people can’t remember what
they’ve shared
The decision to share is quick, intuitive and emotional
18. Especially liked Especially shared
Creative content / Anna Lahelma
me myself, warm
heartedness,
cheering others,
good news,
everyday, celebrities,
peek into backstage
“A little smarter
me”; societal
issues, worries,
humour,
mischievousness,
facts, opinions,
visual material
21. My friend, the horse
• A crossmedia brand under the Summeri brand
• Successful in its niche (reaches horse fan girls)
• Fan-created content: esp. Instagram
23. New day
• Forerunner in Yle: extensive rights with actors
• Crossmedia experience
• Web resources 0,2 M€ vs. TV 5,3 M€
• Fan-created content: esp. Instagram
25. A2 evening
• Crowdsourced manuscripting gives new
perspectives, questions to ask the show guests
• Concrete solutions, peer support for those involved
• A better understanding of the topic for the team
• Stakeholder praise: A2-theme Developmental
disability had a positive impact on how
developmental disabilities are portrayed in the
public, said Inclusion Finland KVTL
27. Constructive process story (Upola)
● Open end
● Dialogue
● Solution-oriented approach
● Branding of the story entity
28. Constructive process story steps (Upola)
1. Preparation
2. Open dialogue
A provocative point of view
Case and point-of-view -crowdsourcing
3. Ideation: more precise plans.
4. Stories side by side: online, tv, radio
5. Conclusions, wrap-up, solutions
6. What next. Community lives on
31. Social storytelling benefits (Lindh)
• Projects with strong focus in participation have
resulted in
• Bigger audience
• More visibility
• Younger audience
• More content for broadcast
• A greater sense of purpose and
meaningfulness
32. Social storytelling in a nutshell (Lindh)
• Find those who care and involve them
• Create continuous dialogue around niche content
• Clear call to action, feedback loop
• Be prepared to change direction
• Be transparent.
33. Audiences pick the issues
● Journalism by crowdsourcing, case De Monitor
○ Build it - A DR crossmedia project
○ Who to talk to for more: Tomas Lindh @Tomas_Lindh
35. Fix the nursing home care
• TV insert series followed the development project
• initiated by the Yle Current Affairs team
• an experiment in constructive journalism
• To have a positive impact on elderly care in Finland
• To incourage regular people to volunteer in
nursing homes and share the evidence
• The change for the positive was visible and lasting
• Stakeholder praise by The geriatrics’ association
and The Finnish Red cross
37. Marja Hintikka Live
• Talk show about parenting
• Created an engaged community of families
• The experience talks, not experts
• Regular crowdsourcing produces experience material for
broadcast and online journalism.
• Online team: Three fulltime roles: web producer,
web editor, community manager
• Journalists produce web content
• Partnerships with the Family Federation of Finland and The
Finnish Association of Mental Health: material for web content
39. Kuningaskuluttaja
• Weekly TV show for consumer interests
• Early adopter of crowdsourcing at Yle
• Example: The recent “Cosmetics challenge”
resulted in 600 shared pictures #kosmetiikkahaaste
• Content for TV, online journalism
41. Fan-filmed documentary
• Filmed by fans, TV documentary and online story
series
• Made possible by a devoted fan group on
Facebook of 27 000 members
• Process was led by two professionals at Yle
Musiikki: Yle directors Kaisa Alenius and Harto
Hänninen gave weekly challenges to fans
• Practical advice & guidance along the way.
42. Fan-filmed documentary
• Same method is used in Fellow Imagineers - A
Film from Fans to Nightwish this spring
• Appr. 60 filmers around the world in 40+ countries
• Tasks on social media to even wider groups: selfie
at Wembley gig, tattoos
• Also animation and music to be crowdsourced
yle.fi/fellowimagineers
44. Yle Folk
• Curated UGC video platfom granting money
directly to the creators
• Any Finn can apply for small funding (200-2000 euros) to
realize a dream
• Online-driven. Has also a TV window program Yle TV2
(TV2: Folk Raati, Q4 2015 9 programmes)
• In spring 2016 FOLK programming will be placed to fill the
gaps in TV2 programming. There’s also a weekend loop
running in TV2 nights.
• Seven curators will start their work in February
as FOLK ambassadors in social medias.
45. How we crowdsource
• Timespan of collaboration
• Motivation of collaborators
• Control over the end product
46. real time
Chatting in
Broadcast series
the shoutbox
Interaction online & social media
(send pics, videos)
Touchpoints
Timespan and activities
47. real time
Timespan and activities
● Live radio, tv
● online journalism
● daily, weekly topics
48. several weeks
Timespan and activities
● Process stories -
social storytelling
● Yle Folk funding
● Web service
development projects
55. About social
Benefits
• Direct, open dialogue with
stakeholders
• Constant innovation by the
platforms
Costs
• Content, product
development & R&D cost
of adapting to platforms
• Keeping up with UX
standards
• Aggregating and
analyzing data from
various sources
• Managing complexity.
56. About social
Opportunities
• To reach younger
audiences
• To reach audiences often
• To collect customer insight
Threats
• Heavy competition of user
attention / time spent
• Brand experience gets
blurred?
• Dependency of platform
in relationship to users
• Dependency of platform
in publishing decisions
(nudity, breast feeding).
57. • In september 2015, Yle CEO Lauri Kivinen and
Strategy Director Gunilla Ohls heard from Yle staff
30 and below
Listening to the young Yle pros
59. Know your audiences
• The Yle content
creators should be from
the same world with the
target audiences
60. Channels
• The right channels for
reach and interaction
can be chosen by
knowing the target
group well
61. • The environment changes fast, how to be proactive
• Guidelines are created bottom up
• Social platforms as partners.
Management
62. Brand levels
● Company
● Channel (YleX, Yle Teema)
● Service (Yle Areena, News Watch)
● Program
● Personality
● Special interest: Case: a WhatsApp group for
certain kind of horses by Ystäväni Hevonen
There is no limit to how niche you could go
63. Simplicity
• Goal: We reach 75% daily and 95% weekly
• “Channel images” - survey (twice a year)
• Reach 2015: daily 72% weekly 93%
66. Willingness to participate
• 27 % agreed that they "would like to participate
in journalists' work by commenting, discussing,
ideating stories or following the making of stories"
• up from 16% in 2013
Source: Participation surveys by 15/30 Research for Yle
67. Constructive journalism
• 64% agreed that “media should not only
inform, but also bring people together to solve
problems”
• 14 % disagreed
Source: Participation surveys by 15/30 Research for Yle
68. Importance of duties
• Importance: Yle brings people together to
help each other in crisis situations: 5,16
(out of 6 max)
• Performance: 4,45 (out of 6 max)
Source: Survey by Taloustutkimus for Yle:
Yle’s value to Finns 2015
69. Importance of duties
• Importance: Using Yle services you can
share your experiences with others: 3,89
(out of 6 max)
• Performance: 4,06 (out of 6 max)
Source: Survey by Taloustutkimus for Yle:
Yle’s value to Finns 2015
on how
Kehitysvammaisilta: se, miten puhumme kehitysvammaisuudesta julkisuudessa: http://www.epressi.com/tiedotteet/kotimaa/a2-kehitysvammais-ilta-on-vuoden-tulppaani.html
A2-theme Developmental disability had a positive impact on how
Kehitysvammaisilta: se, miten puhumme kehitysvammaisuudesta julkisuudessa: http://www.epressi.com/tiedotteet/kotimaa/a2-kehitysvammais-ilta-on-vuoden-tulppaani.html
Inclusion Finland KVTL
http://yle.fi/uutiset/kehitysvammaiset_sanna_ja_kalle_juontamaan_a2-iltaa__tule_tekemaan_kasikirjoitusta_heidan_kanssaan/7739292
A2-ilta
Viikko verkossa
Kioskin Miskalle koti
Töitä toisaalta
Hoivakoti kuntoon
Fixa Högskolan (Svenska Yle)
Tapporisteys-kartta
http://www.mielenterveysseura.fi/en
Transmedia, new way to create factual programming
“A mouse in your meal? Product not as advertised? Take a picture of your observation from to world of consumers and send it to us with a story” (website, FB app)
https://www.facebook.com/Kuningaskuluttaja/app/190322544333196/
Will have to go where the audiences are
The right channels for reach and interaction can be chosen by knowing the target group well
Not leave it to Google and Facebook algorithms alone
Support curating
Interestingness - Yle has to be timely
(trending now)
The Yle content creations should be from the same world with the target audiences
Will have to go where the audiences are
The right channels for reach and interaction can be chosen by knowing the target group well
Not leave it to Google and Facebook algorithms alone
Support curating
Interestingness - Yle has to be timely
(trending now)
The Yle content creations should be from the same world with the target audiences
Will have to go where the audiences are
The right channels for reach and interaction can be chosen by knowing the target group well
Not leave it to Google and Facebook algorithms alone
Support curating
Interestingness - Yle has to be timely
(trending now)
The Yle content creations should be from the same world with the target audiences
Go where the audiences are
The right channels for reach and interaction can be chosen by knowing the target group well
Not leave it to Google and Facebook algorithms alone
Tavoitamme päivätasolla kolme neljästä suomalaisesta
ja viikkotasolla 95 %.
http://blogit.yle.fi/aikaleima/suomalaisten-kiinnostus-vuorovaikutukseen-ja-osallistumiseen-on-kasvussa
Enemmistö suhtautuu myönteisesti siihen, että media ei vain jaa tietoa, vaan myös kannustaa toimimaan yhdessä yhteisten ongelmien ratkaisemiseksi. Samaa mieltä väitteestä "Haluaisin, että mediat eivät pelkästään jaa tietoa, vaan myös kannustavat ja ohjaavat ihmisiä toimimaan yhdessä tavalla, joka johtaa yhteisten ongelmien ratkaisemiseen” oli 64 % suomalaisista (naisista 70%, miehistä 58%).