We're all aware of the power Social Media has within our communications mix, but what are we doing about it?
86% of marketing managers rate Social Media as important to their business1, yet we continue to get asked by clients how to make Social Media work harder for their brand.
With over 5.5 billion videos viewed by almost 30 million UK Internet users aged 15 years or over in Feb'102 and 8 million downloading podcasts3, we believe the answer to a successful Social Media campaign is using broadcast at the heart of it.
Think about your target audience, where you'll find them, what content they consume there, the best time of day to engage with them and the message you want to deliver.
These questions will impact on the best way to use broadcast to communicate with them within a Social Media environment.
1. Opinion Matters for the Internet Advertising Bureau in December 2009; 2. Comscore Apr'10; 3. RAJAR Jul 09
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Campaign Example: Compare the Market – Aleksandr celebrity Meerchat show which was downloaded over 100,000 times in its first week, reaching No.2 on itunes.
Bloggers and fans love to find out what goes on behind the scenes at a launch event or photo shoot – it's getting closer to the action and access that they wouldn't normally be allowed to have. Filming of these type of events is a great way to achieve quick coverage by editing and releasing to the media and key bloggers on the same day. It's also a cost effective route by only using a one camera shoot and potentially editing and uploading to the web on location.
Studio Interview
A good use of your spokesperson's time as this should not take more than 20mins to film a 3 min interview. Shot 'off camera' in front of our Studio 5 chroma-key backdrop, graphics are then added in post production.
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Campaign Example: Penguin, Hitchhikers Guide To the Galaxy: 'And Another Thing', interview with author Eoin Colfer which was aggregated to fan sites of Eoin and the Hitchhiker’s series as well as mainstream media such as This is London, Telegraph, Guardian.
Video News Release
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A video news release is typically 2-3 minutes in duration, aimed at coverage on major news sites, ISPs and targeted relevant portals to the story. It can be either voiceover or reportage in style, although if aiming to reach the news sites, voiceover is often recommended. The video is often edited and released on the same day to maximise the relevance and timeliness of the news coverage.
Campaign Example: PhonePay Plus, Phone Brain 2 – Filmed and edited within a day to ensure coverage on sites such as TeachersTV, DirectGov and The Independent, PhoneBrain is a school-based campaign that educates young people about the dangers of racking up huge mobile phone bills through downloads like ringtones and games.
Short Form Video Feature
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Video features can vary in cost based on the complexity of the shoot, whether filming is required over multiple days, if multiple cameras are required and if lots of graphics and effects are added in post production. The style and shoot recommended will be based on the brief as to what level of coverage is required and available budget. However, excellent results can still be achieved with a 'no frills' location in a single day's filming with just a 2-man crew, and one day in the edit suit with no post production in terms of graphics.
Campaign Example: Camelot - How to Spray Champagne which was produced to promote the weekly Euro Millions Millionaire Rafffle which was covered on sites such as Daily Goss, Daily Star, Daily Express, and OK!
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By spending a little more time in the edit, and perhaps adding additional locations, a video can start to look even better.
Campaign Example: Uniqlo – Produced to promote their Jill Sander collection and covered by sites such as Gratzia, Look, and Company.
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Finally, by finding a premium location such as the kitchen in the example below, and adding a second camera to the shoot, along with further time in the edit suit with after affects added, an even higher quality video can be produced.
Campaign Example: Giovanni Rana promoting some authentic Italian recipes with coverage on Closer, AOL, Askamum, and MSN.
Webcast
Providing a live webcast of an event is a great way to give access to fans/clients/customers to otherwise hard to reach content and can create buzz within the social networking environments.
Campaign Example: Vodafone McLaren Mercedes webcast the launch of the new MP4-25 car for the 2010 F1 season and saw over 100,000 people log on in the first hour, generating buzz around the event that caused it to become a trending topic on Twitter.
Live & Interactive Web TV chat show produced from a Studio or On-Location
Imagine producing your own version of Question Time or GMTV, but with the ability to moderate the conversation and questions! Well that’s exactly what a webTV chat show offers.
Shows can be produced either from Studio 5 at markettiers4dc or on-location broadcasting via a satellite truck – and we’ve streamed live online from as far and wide as the middle of the Irish Sea to Kentucky in the US.
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Campaign Example: Castrol – World Cup - (Dutch Telegraph, ESPN, Eurosport, The Express, Metro, Talk Talk, Total Football).
Click here to watch the show
Campaign Example: Laphroaig – Kentucky – Maker's Mark
Wherever a client has an active mailing list, we always recommend encouraging them to view or listen to your broadcast campaign by sending and invite directly to their email account. We do this by creating an HTML email designed to send to the database both before the event to drive the live audience and advance questions, and then after the event to drive on-demand views.
Campaign Example: Prudential Pension surgery with Alvin Hall.
HTML emails were sent to Prudential's database of over 40,000 customers to drive questions prior to (below left) and give notification of the ondemand show (below right).
These delivered an open rate of 15% with 100 questions submitted prior to the show and over 21,500 views on demand.
Click here to see the App
If you are producing a live or ondemand webTV show and you have an existing Facebook Fan Page, then you can make it available to Facebook users to watch without leaving the Social Networking site, whilst allowing them to promote it within their feed and profiles to their friends to help with the viral spread. Taking the further step of creating it as an application will allow you to also capture information on who is viewing, plus allow people to add an image to their personal profile page.
There are a huge number of video sharing sites on the internet that will help the viral spread of your video and we have selected 25 of them to aggregate content to quickly. However, please note that this tactic does not go through our media liaison team and is therefore untargeted and cannot be guaranteed to be totally moderated and so is only appropriate for certain campaigns. Examples of video sharing sites include: 5min; Blinkx; Break; clipmoon; dailymotion; ebaumsworld; esnips; flixya; graspr; howcast; livevideo; lubygvideo; Metacafe; mevio; myspace; Pandora; revver; sevenload; Treemo; veoh; viddler; videojug; vimeo; Yahoo!; Youtube; and zoopy.
Adding LinkTo technology to your video feature will enable viewers to click on interactive Hot Spots to link to a shopping basket, download a file or opt-in to receive more information.
Campaign Example: Jaeger Autumn Winter Collection
Jaeger reencoding existing catwalk footage with LinkTo.tv, enabling viewers to click on products featured in the video and add them into their online shopping basket. 27% of viewers clicked on at least one product, with 13% clicking through to purchase.
