a4uexpo using broadcast and social media to acquire customers in affiliate marketing

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This is the presentation I gave at the a4uexpo yesterday.

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Using Broadcast and Social Media to Acquire

CustomersRussell Goldsmith

Digital & Social Media Directormarkettiers4dc

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Social Media is nothing new!

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

First footie match arranged over web in ‘95

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Then I found it! 1st post Apr ‘95

But in 1995 . . .

• No YouTube• No Facebook• No Twitter

• So what’s the landscape now

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Age breakdown of social media

Social media is becoming mainstream, which is why brands

should get involved

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Daybreak / Lorraine

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”

So what does this mean for brand?

Social Media is about creating conversation around content

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?

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Compare the Market Podcasts

First in series of exclusive interviews

100,000+ downloads in a weekReached No.2 on itunes

Coverage across online media owners, bloggers, social media

groups

What Social Media Adds to Your Broadcast Campaign

What Social Media Adds to Your Campaign

• 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

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

Social Networks driving video viewsResearch 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.

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Video on Twitter

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

Broadcast PR in 2011

Media CollateralResearch

SpokespersonB-rollEtc.

TV

Trad

ition

al

interview

RADIOaudiofeature

feature

Download & On Demand

videofeature

podcast

RSS

Social Media Social Media

Social Media Social Media

23,404,000 UK Users*

3, 4

14, 0

00 U

K Use

rs*

2,232,000 UK Users*2,147,000 UK Users*

17,1

10,0

00 U

K Us

ers*

3,886,000 UK Users*

*Source: Nielsen Netview, Dec 2009

Live & Interactive

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Online Broadcast

(1) Comscore April 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010

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 story 3

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

What are we watching Online?

Business videos

Automotive videos

Full length films

Gaming videos

How to videos

Animation clips

Entertainment/celeb news videos

Sports clips

News videos

Comedy clips

Broadcaster generated video (e.g. TV show)

Music videos/concert footage

Video clips other people have uploaded (UCG)

5%

8%

10%

10%

13%

16%

19%

27%

29%

31%

34%

35%

38%

Types of video content viewed online over the last month

Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009

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

LIVE & INTERACTIVEWEBTV SHOW

VIDEO NEWSRELEASE

STUDIO INTERVIEW

VIDEOCALL

SHORT FORMVIDEO FEATURE

AUDIO PODCAST

ONLINE PRAGGREGATION

CONTENT ON BRAND’S WEBSITE

MEDIAPARTNERSHIP

CRM EMAIL/

NEWSLETTER

DIRECT EMAIL TO OPT-IN LISTS

FACEBOOK FAN PAGE & NEWS FEEDS

UPLOAD TO VIDEO SHARING

SITES

ENCOURAGEMEDIA TO

TWEET

REACHINFLUENTIALBLOGGERS

LINKTO.TV FACEBOOKAPPLICATION

DATACOLLECTION COMPETITIONS

QUIZZES, POLLS, COMMENTS

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!

Live & Interactive WebTV shows

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.

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Extending Reach through Facebook

http://www.facebook.com/theyouthoftoday

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Extending Reach – CRM Email

BEFORE AFTER

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

Interactive Video On demand

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’

Jaeger using LinkToTM

Highlight product byrolling 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

Jaeger Results

• 27% Engagement• 13% click through• Average shopping basket increased

by 300%

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

LinkTo Analytics Bounty :‘How To Breastfeed’

All affiliate links can be tracked on click through

Improving SEO

• Video Content• Well tagged with supporting editorial

copy• Aggregated to highly indexed media

owner sites, personal blogs and through social media

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Viral Interactivity in Facebook

Belmont Thornton: ‘How to Make a PPI Claim’

russ@markettiers4dc.com / @russgoldsmith / 0207 253 8888©2010

Google ‘how To make a ppi claim’

Times Online – Top 20 Finance Blog

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

Any questions?Thanks!

E: russ@markettiers4dc.comM: 07775702076T: 0207253888

Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmith

Skype: russell.goldsmith

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