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
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Codigm is based on the cloud and we are here to explore marketing opportunities in America. Our mission is to make an ecosystem of the SW environment that anyone can understand, learn, teach, and develop the SW on the cloud," explained Sung Tae Ryu, CEO of Codigm, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, discussed how by using ne...
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"CA has been doing a lot of things in the area of DevOps. Now we have a complete set of tool sets in order to enable customers to go all the way from planning to development to testing down to release into the operations," explained Aruna Ravichandran, Vice President of Global Marketing and Strategy at CA Technologies, in this SYS-CON.tv interview at DevOps Summit at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.