7 ways social media and digital content are changing broadcast media
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This document discusses how social media and digital technologies are changing traditional broadcast media. It outlines 7 ways that media consumption is becoming multi-platform, with content viewed across devices. Social media has created a two-way conversation around content and expanded its reach. It also discusses how live streaming, micro-videos, audience engagement on social platforms, and second-screen experiences are impacting broadcasters and their advertising strategies. A case study of the Tim and Sid radio show demonstrates how social media can boost a show's audience well beyond traditional channels.
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7 ways social media and digital content are changing broadcast media
- 1. What’s Next? 7 ways social media and digital is changing traditional broadcast media Alicia Whalen, Co-founder and Principal acoupleofchicks.com
- 2. #soundbites • What’s changed in digital media • Multi-platform content consumption • Impact of media consumption & social media • 7-ways social and digital is changing traditional media • Case Study: Tim and Sid • The Opportunity • Tips & Tools • Conclusions @acoupleofchicks
- 3. 2014 Digital Trends Digital Convergence: Multi-platform content
- 4. Content is consumed across multiple devices FACT: 90% of all media interaction are screen based Source: @Nielsen 2013 @acoupleofchicks #StayingTuned2014
- 5. What’s the impact ?
- 6. The new connected consumer -Socially Connected -Influenced by what they see online -Using WIFI and Mobile Devices
- 7. Digital Media Convergence: the impact on traditional media Mobile is the driving source Must have content for all screens
- 8. Screen Convenience: Digitized content and technology interact on the same screen. Digital Media Convergence: #StayingTuned2014
- 9. Social Media Impact on TV
- 10. Impact: Engagement on Twitter about content on TV and Radio DRIVES REACH AND BRAND
- 11. Social Media Engagement = Ratings Impact: Both radio and television were once a one-way medium Creates a feedback loop adding ROI to a primarily “reach” advertising medium. 27% increase in engagement and 30% increase in ratin #StayingTuned2014 @acoupleofchicks
- 12. 1 . Increase of live programming • NBC attracted 18.6 million viewers for its live broadcast of The Sound of Music. • High-quality live stream video delivered to any device and through multiple channels. • Impact on advertising: cloud-delivery of ads in the video stream. Hard to block advertising, easy to target and measure @acoupleofchicks What is changing?
- 13. 2. LIVE is Part of the Experience: • Social media has become part of the Television watching experience Multi-screening @acoupleofchicks Social media is LIVE
- 14. Most used LIVE Social Media Channels: Twitter Facebook Tumbler Vine Instagram YouTube Shazam Source: @Forbes Social Media = LIVE @acoupleofchicks #StayingTuned2014
- 15. 3. The micro-video Branded Vines 4X more likely to be shared than traditional online video -micro video is portable to all screens Could eventually result in micro-video becoming the most portable video format across screens.
- 16. 4. Broadcasting is no longer a one-way conversation • Social media has created a two way conversation with audiences • Content providers now become content mediators. • The Voice voting - integrated into iTunes @acoupleofchicks #StayingTuned2014
- 17. 5. Expanded reach and engagement Re-broadcasting Extends the Reach Internationally and increased relevancy for the content Britain’s got talent: building new audiences outside of Britain... Over 7-Million Views and counting! #StayingTuned2014 @acoupleofchicks
- 18. 6. The advertising industry is catching up Source: MarketingLand: Danny Sullivan What has changed over 2013? @acoupleofchicks New Record For 2014: Hashtags Mentioned In 57% Of Super Bowl Ads
- 20. The #selfie that broke Twitter • Ellen’s #oscars #Selfie: impact on engagement with the Oscars - reach was far beyond those watching on the LIVE broadcast 7. Expanded audience engagement: @acoupleofchicks
- 21. The Tim and Sid Show: A Case Study @acoupleofchicks How Social media boosted the show's reach outside of traditional radio and TV #StayingTuned2014
- 22. @acoupleofchicks The Ice Dance Rant It happened!! Originally broadcasted as part of the daily radio and TV show: -Podcast -YouTube -Twitter
- 23. The YouTube Re-broadcast Tessa did the thing...with the skate behind her head ..The guy that invented the move said @Virtue_Moi should be leading! 204,811 YouTube views
- 24. The Parody Tim and Sid Fan Parody Expanded REACH and ADDED NEW Audiences
- 25. The Opportunity Use SOCIAL MEDIA and Media convergence to grow audiences and increase advertising Revenue
- 26. Except the medium has EXPLODED and the messages are different depending on what medium is being used. The Medium is the Message @acoupleofchicks
- 27. Social media has made broadcasting a dialogue. Audiences are now content producers So what now? @acoupleofchicks
- 28. Tools for producer’s and hosts to monitor and proactively engage in social media conversation with fans. Crowd sourcing platforms Social media contesting @acoupleofchicks Strategy: Add Value “Radio Freaks Out: Radio Station Turns Over Control To Listeners 24/7 On Web And Mobile” Source @TechCrunch #StayingTuned2014
- 29. Build New Audiences + more engaged audience = happy advertisers @acoupleofchicks
- 30. Listen. Respond. Optimize. Measure. Repeat. @acoupleofchicks
- 31. Keys to success: Content plan Resources Monitor and Measure Have a Social Media Strategy @acoupleofchicks
- 32. Hashtag strategy Cross platform linking (Twitter, Facebook, YouTube) Integration into other media (Live radio or TV broadcast) Encourage the dialogue Proactive Social Media Strategy @acoupleofchicks #StayingTuned2014
- 33. Tools to manage @acoupleofchicks Sprout Social: Listen and segment audiences Hootsuite: Listen and manage posts across platforms Buffer: pre-tweet at peek times Tweetdeck: available as an app For producer’s, journalists, TV radio personalities, media sales people
- 34. Conclusions: It’s all about the content Multi-channel approach a must Invest in Social Media Invest in content accessible across multiple channels and devices #StayingTuned2014 @acoupleofchicks
Notes de l'éditeur
- Today, we are surrounded by a multi-level convergent media world where all modes of communication and information are continually reforming to adapt to demands of technologies, "changing the way we create, consume, learn and interact with each other". Next hot trend in digital convergence is converged content, mixing personal (user generated) content with professional (copyright protected) content.
- 90% of all media interactions are screen based -we spend on avg. 4.4 hours of leisure time in front of screens (although that can double for an 11 year old if you let it!)
- We are online - all of the time - across multiple devices
- The mobile consumer is the driving force behind the growth, consuming video content as well news, information, sports scores, social networking and shopping. You MUST have content optimized for all mediums and screens.
- Digital convergence refers to the digitizing of traditional media. We are in a time of transition. Previously separate technology (voice, video, data) now interact on the same screen -Consumers not just watching in one spot. Now consuming media on the go. We may start watching on one device and continue on another. -Digital TV, YouTube and Netflix remember where logged-in users left off when they restart a video at a later point in time, on any device.
- Nearly half of smartphone owners (46%) and tablet owners (43%) said they use their devices as second screens while watching TV every day. -53% of smartphone owners and 53% of tablet owners visit a social networking site while watching TV -15% of smartphone owners and 10% of tablet owners watched TV programming b/c of something seen on a social network
- *new data that shows a correlation between social engagement and ratings for radio stations. source: http://www.nielsen.com/us/en/newswire/2013/the-fast-and-the-curious--on-the-go-consumers-drive-content-and-.html
- Source: Three Biggest Video Trends Of 2014: Forbes
- Social media has added a layer of engagement and expanded reach to new audiences. Live Tweeting during premiers
- according to: Three Biggest Video Trends Of 2014: Forbes article
- micro-video ads are popular, PLUS the content can easily transcend the mobile, tablet, PC and even TV gap -could eventually result in micro-video becoming the most portable video format across screens.
- Social networks are woven into the fabric of our lives, acting as a platform to share interests, worries and opinions with the world in real-time. -An audience insight tool of this scale has never existed before
- YouTube has extended the value of the broadcast itself…extending the life of broadcasted content WAY beyond initial release: Youtube moments from the live show continuing to be “re-broadcasted” on YouTube and shared on SM channels such as Facebook and Twitter. http://www.youtube.com/watch?v=41IS2OKqq1w
- Hashtags were used in 57 percent of nationally-run Super Bowl ads, up from 50% in 2013 and setting a new record. Facebook was the social network most mentioned, though barely. It had only five mentions and just edged past Twitter with four. http://marketingland.com/hashtags-super-bowl-2014-72658
- -Sportsnet FAN 590 – a Radio and TV network (channel is 360) Toronto centric Sports and other large sporting events. -3 hour show – MONDAY-FRIDAY -Local sports based talk show…they don’t take themselves seriously throwing in humour and often bantering back and forth -Tim on the left is more conservative…where Sid is likely to be a little more animated.
- Originally broadcasted as part of the daily radio and TV show-Podcasts, YouTube, Twitter: Often initiating conversation over Twitter -Read tweets over the air (no call in’s), radio interviews with athletes, writers covering teams, and other Roger’s Sportsnet covered events Audiences now may engage with a Radio/TV show just by watching LIVE Tweets. Tweets for Tim and Sid come in on avg during a broadcast at 3-10 tweets per min. on average for a regular topic. Producer must curate the content and serve to broadcasters to add to the LIVE conversation.
- -Twitter becomes the live dialogue between the show and audiences – then of course it went VIRAL on Youtube
- Sid’s rant parody created by “TimandSidizens” fan = more re-broadcasting! This became more re-broadcasting and more content for Tim and Sid to discuss on their radio/TV broadcast. Expanded REACH and ADDED NEW audiences
- This is the game changer. Traditional broadcasting was a one way push of messaging. Social media has made broadcasting a dialogue. Consumers are now producers
- SOURCE: Three Biggest Video Trends Of 2014: Forbes article
- Social Media needs to be a strategic part of broadcasting...From the start! What the future of radio? anyone can play any music, on-demand, any time they wantThe answer,may be to mimic those services their listeners are abandoning them for, and then attempt to add value. Is this the Radio of the future?