What’s Next?7 ways social media and digital is

changing traditional broadcast mediaAlicia Whalen, Co-founder and Principal

acoupleofchicks.com

#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

2014 Digital Trends

Digital Convergence: Multi-platform content

Content is consumed across multiple devices

FACT: 90% of all media interaction are screen based Source: @Nielsen 2013

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What’s the impact ?

The new connected consumer

-Socially Connected-Influenced by what they see online-Using WIFI and Mobile Devices

Digital Media Convergence: the impact on traditional media

Mobile is the driving source Must have content for all screens

Screen Convenience: Digitized content and technology interact on the same screen.

Digital Media Convergence:

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Social Media Impact on TV

Impact: Engagement on

Twitter about content on TV and Radio

DRIVES REACH AND BRAND

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.

127% increase in engagement and 30% increase in ratings

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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

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What is changing?

2. LIVE is Part of the Experience:

• Social media has become part of the Television watching experience

Multi-screening

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Social media is LIVE

Most used LIVE Social Media Channels:TwitterFacebookTumbler VineInstagramYouTubeShazam Source: @Forbes

Social Media = LIVE

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3. The micro-videoBranded 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.

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

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5. Expanded reach and engagementRe-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!

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6. The advertising industry is catching up

Source: MarketingLand: Danny Sullivan

What has changed over 2013?

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New Record For 2014: Hashtags Mentioned In 57% Of Super Bowl Ads

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:

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The Tim and Sid Show: A Case Study

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How Social media boosted the show's reach outside of

traditional radio and TV

#StayingTuned2014

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The Ice Dance Rant

It happened!!

Originally broadcasted as part of the daily radio and TV show:-Podcast-YouTube-Twitter

The YouTube Re-broadcast

Tessa did the thing...with the skate behind her head

..The guy that invented the move said @Virtue_Moir should be leading!

204,811 YouTube views

The Parody

Tim and Sid Fan Parody

Expanded REACH and ADDED NEW Audiences

https://www.youtube.com/watch?v=eLJ21srh2Rw

The Opportunity

Use SOCIAL MEDIA and Media convergence to grow audiences and increase advertising Revenue

Except the medium has EXPLODED and the messages are different depending on what medium is being used.

The Medium is the Message

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Social media has made broadcasting a dialogue. Audiences are now content producers

So what now?

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Tools for producer’s and hosts to monitor and proactively engage in social media conversation with fans.  

Crowd sourcing platforms

Social media contesting

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Strategy: Add Value

“Radio Freaks Out: Radio Station Turns Over Control To Listeners 24/7 On Web And Mobile” Source @TechCrunch

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Build New Audiences

+ more engaged audience = happy advertisers

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Listen. Respond. Optimize. Measure.

Repeat.

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Keys to success:

Content plan

Resources

Monitor and Measure

Have a Social Media Strategy

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Hashtag strategy

Cross platform linking (Twitter, Facebook, YouTube)

Integration into other media (Live radio or TV broadcast)

Encourage the dialogue

Proactive Social Media Strategy

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Tools to manage

@acoupleofchicks

Sprout Social: Listen and segment audiencesHootsuite: Listen and manage posts across platformsBuffer: pre-tweet at peek timesTweetdeck: available as an app

For producer’s, journalists, TV radio personalities, media sales people

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

Thank you!@acoupleofchicks acoupleofchicks.com