ro

“I love getting a new OS, but upgrading is frustrating until I figure out how to make it work the way I want it to”

“I like to do things my own way”

“I like people-watching and just observing how people act”

experimentation

“I’m always on my laptop, tablet or mobile”

“I like customization on websites; I want to be able to make things work the best for me”

“I got rid of my cable; I can accessanything I want on my computer or through Apple TV”

NEEDSMILLENNIAL

CONTROL

INDIVIDUALISM

CONNECTION

self-creation

instant access

brand relationship

“Constant connection is fulfilling, but exhausting”

Media Type & Content

Streaming Media

Entertainment & education when users want it

ContentCreation

User apps and tools for content creation

Social Networking

Multi-media connection across platforms

CBC Echo

Tools to create, share & discuss Canadian content

Needs Met

Connection

Individualism

Control

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a platform for millennials

to share original content

So, what’s different?

not only crowd-sourced but crowd-funded

new brand identity

backed by the CBC

content by millennials for millennials

trending

AMP’Dtrending

MIC’DVERIZON ISN’T COMING TO CANADA AND THAT SUCKSWhy Verizon chose not to enter Canada and what the means for you and your cell plan

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MUSIC PHOTOS

Contributor: DanCreated: 21/05/2013

301,243 AMPS

The Last Ocean501,243 AMPS

The Millennials411,546 AMPS

DONATIONS

☆☆☆☆☆ 4.0

3,514,245 views

$2,536 raised

364,253 shares

301,243 AMPS

THE LAST OCEAN Contributor: John RoeCreated: 21/05/2013

How much would you like to donate?

$10 $20 $50

What % should go to the content creator?

25% 50% 75%

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MUSIC PHOTOS

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HOME VIDEO TOPICS

NEWS

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DATA VISUALIZATION

ECHO ANALYTICS

WORD CLOUD VENN DIAGRAMBUBBLE CHART

Select your data visualization tool and experience the power of ECHO ANALYTICS

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CBC Now…

NEW FEEL

Existing Revenue Generation Future Sources of Revenue

Advertising (18%)

Government funding (64%)

Services, syndication, other

revenue: 18%

User system fees/ CBC’s share of “rate

& donate” model

Consumer behavioural pattern

data analysis

New sources of advertising on ECHO

platform

High risk model: CBC government dependency

Few opportunities for content creatorsDisengaged Millennials

Multi-faceted model: Diversified and stronger CBCNew creator opportunities

Engaged Millennials

REMAPPING CBC’S VALUE EXCHANGE MODEL

Integrating with social media

Providing mentorship from experts

Organizing expert classes

Staging an annual content creation

challenge

Appealing to the spirit of nationalism relevant

cultural topics

Cross promotion with CBC platforms

Using data analytics to quantify the voice of

Canada

Gamifying the experience of content

creation

Providing the option of customization

Crowd funding the process of creation

Collaboration with Millennial brands

Organically growing the ECHO Brand via

users

Piloting shows or other broadcasts for

feedback

Creating an engaging

experience for Millennials

Building a shared, unique

brand experience

Building a community of

content creators

Encouraging culturally relevant content

ACTIVITY SYSTEMS

RISKS

Is the value proposition compelling to viewers?

Will content creators produce meaningful content?

Will creators demand some sort of compensation for the production?

Can CBC execute this?

Will mentors want to be engaged?

Are the MIC’D metrics the right ones to measure progression?

Can you change Millennials’ perception of CBC?

Will the new branding resonate with Millennials?

What if the content is all cat videos?

What if the content doesn’t reflect Canadian culture?

What if voluntary payments don’t work?

What if people just prefer YouTube and existing platforms?

Will CBC Echo be able to attract viewers?

Will content creators produce meaningful content?

Will the new branding resonate with Millennials?

Will CBC Echo be able to attract viewers?

Hypothesis: With the right incentives, content creators will produce meaningful content that is of interest to Canadians

Experiment: Create a contest with incentives (monetary and promotional) hosted on CBC.ca or YouTube.com

Measurement: Use the following metrics to evaluate the hypothesis:

• Number of submissions• Quality & relevance of

submissions• Number of views • Number of votes

EXPERIMENT

What is the quick win: If the hypothesis is validated, CBC can continue to run contests on CBC.ca or YouTube.com to generate a base of Millennial content creators and content viewers

Why is it a quick win:

1. CBC can use these existing platforms at little or no cost

2. Faster execution than building a new website

3. Can continue to run experiments before launching official site

4. Can generate a user base

QUICK WIN

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