Welcome!

News Feed Item

Use Social Media to Build Audience Loyalty and Earned Media Potential



The impact of social media on audiences will be discussed in-depth at the BroadcastAsia2014 and CommunicAsia2014 conferences

Singapore, 3/26 - Erin Dwyer, Executive Director of Digital Marketing of Starz
Singapore, Mar 26, 2014 - (ACN Newswire) - Social media has changed the way people interact with one another, and also how they discover, share and use content. It has become a unique and innovative platform for broadcasters to adopt, to effectively reach out to their existing and target audiences. Social media platforms also provide opportunities for personalised engagement with each viewer to enhance awareness and build loyalty. With the advent of second screens at home, viewers are savvier than ever and fans of popular TV shows have also leveraged on social media to express their views or even create their own stories (fan fiction).

BroadcastAsia2014 speaks to Erin Dwyer, Executive Director of Digital Marketing of Starz and conference speaker at BroadcastAsia2014 International Conference for her perspectives on social TV and social media - how this phenomenon can enhance a broadcaster's brand and content offerings.

Benefits of a social media strategy

Broadcasters can leverage social media in a variety of ways, but the most important thing for all networks to understand is that social media is a long-term investment. If you're in a great situation, with a pre-existing fan base, you may have quick activation capabilities. Ultimately, social is about breaking down barriers; it's about providing accessibility, and one-on-one communication, that will lead to increased loyalty and stronger consumer relationships.

Fans reward shows and brands for considering them, and that in turn builds earned media potential. This can offset large media buying costs, or dovetail with them to increase efficiencies.

Broadcasters can use social media to:

-- Build loyal fan bases, which generate word of mouth for them and their content
-- Leverage earned media to compound your paid media reach
-- Build valuable communities that are dedicated to your content and programming, which in turn become recurrent viewers
-- Reward and engage your viewers to increase retention and weekly viewership

Integration of social media with content - challenges and opportunities

The largest challenge is being nimble. It's vital to take advantage of timely opportunities, while navigating internal and external groups, and providing a value proposition that everyone can support.

Social is still a very new marketing initiative; in fact, in its truest form it's not really 'marketing' but community evangelism. Moreover, it's changing every single day, so communicating all those evolutions, and their impact on strategies, is a sizeable challenge. However, I think the entertainment category has the greatest opportunity in social. After all, which other category has natural 'super fans' who live and breathe for characters, quotes, actors and shows? Many marketers are forced to create content that's valuable or interesting about their services, or packaged goods brands. Entertainment is ripe with content that is already valuable; the greatest opportunity lies in how you package, leverage and provide this content to your communities.

Important strategies for enhancing content offerings

First and foremost, you must leverage existing fan bases and influencers. You should engage and encourage your super fans, and also create unique experiences for your communities; feed them the content story you want your fans to share. Use your metrics and listen to what is resonating with fans; they will always tell you what they want. And, complement your content with paid social media campaigns to create larger reach, and in turn, boost high performing content.

Finally, you're in the business of content creation. You should continue your value proposition in social by providing complimentary and parallel social content.

Monetisation of social media - is it possible?

Monetising is possible, but it's also a means of redefining what that word actually means to your organisation. If you have access to your consumer or subscriber base, you can likely develop a cost of retention model; one that shows how your investment in social media has helped retain more consumers than before you participated in it. However, I think social media, at its core, is less about direct monetary gain and more about the perception of your brand. You can empower your fans to tell the story for you, and thus build loyalty through authentic communication.

I would avoid using social media to direct sell through ads for entertainment companies, simply because entertainment has a bigger opportunity in social media than that. E-commerce companies can benefit from direct monetisation, but in the entertainment space it's indirect. The focus should be on long-term gains rather than immediate sales/monetisation. Furthermore, long-term ad-based networks will be able to leverage their social media footprint as an additional value in advertising discussions and negotiations. As such, they can find direct value in their social investment through those opportunities.

BroadcastAsia2014 International Conference: Where the Future of TV Begins

Held from 17 to 20 June, the BroadcastAsia2014 International Conference will address the implications, challenges and opportunities of the second screen and social media for the broadcasting industry. Together Daniel Keens, Director of Media Partnerships at Twitter and the Founder and Chairman of LiveRelay, LC Lee, Ms. Dwyer will participate in a panel discussion titled 'The Role of Social Media in the Future of TV' which takes place on Day 3 on 19 June 2014. She will also present a keynote case study on monetising social media on the same day.

Other confirmed key speakers sharing their expertise on social media include Andrew Moon, Social Media Producer, ABC International; Chung Lyn-Yi, Deputy Editor, Channel NewsAsia, MediaCorp; LC Lee, Founder and Chairman, LiveRelay; Natan Edelsburg, Vice President, Sawhorse Media, as well as experts from Twitter, Viaccess-Ocra, Nielsen, Dragon Industries Asia and Storyful, among many others.

CommunicAsia2014 Summit: Telcos and Social Media

Social media has become an undeniably lucrative and effective channel for telcos to interact with their consumers. The need for a clearly defined social media strategy and committed investment in the right tools and resources is imperative in order to deliver improved customer service through this channel.

On 17 June, the CommunicAsia2014 Summit will bring together major players from the fields of social media and applications, to impart solutions and strategies which can help telcos achieve greater customer traction and retention.

-- Opening Keynote: Social Media and the Power of Asian Consumers - Rob can den Dam, Global Telecom Leader Institute Business Value, IBM Corp
-- Tying Social Business and Apps Together - Ronen Mense, Vice President of Sales & Business Development Operations, MassiveImpact
-- The Importance of Social Media Compliance and Why Business Needs Social Media - Robert Sim, CISSP, SSO
BroadcastAsia2014 International Conference & 
Creative Content Production Conference
Date:         17 - 20 June 2014
Venue:        Marina Bay Sands, Singapore
Admission:    Registered delegates only
Registration: www.broadcast-asia.com/index.php/conference/fees-registration/

CommunicAsia2014 Summit
Date:         17 - 20 June 2014
Venue:        Marina Bay Sands, Singapore
Admission:    Registered delegates only
Registration: www.communicasia.com/index.php/conference/fees-registration/ 


About Singapore Exhibition Services (SES)

Set up in 1976, Singapore Exhibition Services (SES) has established itself as one of the most innovative and respected exhibition and conference organisers in Asia. A pioneer in the Singapore exhibition industry, SES events have served as important platforms for companies aiming to forge new business contacts in Asia. With a portfolio of international tradeshows already serving the Communications, Engineering, Machinery and Lifestyle industries, SES continues to develop new events to meet market needs. SES events consistently attract a high level of overseas participation with foreign exhibitors accounting for almost 80 per cent of the show floor. SES is a member of Allworld Exhibitions Alliance, a global network with over 50 offices worldwide. For more information, please visit www.sesallworld.com.

Source: BroadcastAsia

Contact:
June Seah / Elaine Sng
Singapore Exhibition Services
Tel: +65 6233 6621 / +65 6233 6635
Email: [email protected] / [email protected] 




Copyright 2014 ACN Newswire. All rights reserved.

More Stories By ACN Newswire

Copyright 2008 ACN Newswire. All rights reserved. Republication or redistribution of ACN Newswire content is expressly prohibited without the prior written consent of ACN Newswire. ACN Newswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
In recent years, containers have taken the world by storm. Companies of all sizes and industries have realized the massive benefits of containers, such as unprecedented mobility, higher hardware utilization, and increased flexibility and agility; however, many containers today are non-persistent. Containers without persistence miss out on many benefits, and in many cases simply pass the responsibility of persistence onto other infrastructure, adding additional complexity.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain.
Did you know that you can develop for mainframes in Java? Or that the testing and deployment can be automated across mobile to mainframe? In his session at @DevOpsSummit at 20th Cloud Expo, Vaughn Marshall, Sr. Principal Product Owner at CA Technologies, will discuss and demo how increasingly teams are developing with agile methodologies using modern development environments and automating testing and deployments, mobile to mainframe.
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTred processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across supply chain networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost and time for product recall as well as advance trade. Are you curious about Blockchain and how it can provide you with new opportunities for innovation and growth? In her session at 20th Cloud Exp...