|By RealWire News Distribution||
|March 26, 2014 11:18 PM EDT||
The impact of social media on audiences will be discussed in-depth at the BroadcastAsia2014 International Conference
Singapore, 26 March 2014 - 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
- The Importance of Social Media Compliance and Why Business Needs Social Media - Robert Sim, CISSP, SSO
BroadcastAsia2014 International Conference & Creative Content Production Conference
17 - 20 June 2014
17 - 20 June 2014
Marina Bay Sands, Singapore
Marina Bay Sands, Singapore
Registered delegates only
Registered delegates only
The time is ripe for high speed resilient software defined storage solutions with unlimited scalability. ISS has been working with the leading open source projects and developed a commercial high performance solution that is able to grow forever without performance limitations. In his session at Cloud Expo, Alex Gorbachev, President of Intelligent Systems Services Inc., shared foundation principles of Ceph architecture, as well as the design to deliver this storage to traditional SAN storage co...
Jul. 29, 2015 04:00 AM EDT Reads: 1,710
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, explained the best practices of continuous testing at high scale, which is rele...
Jul. 28, 2015 11:00 PM EDT Reads: 1,343
"We got started as search consultants. On the services side of the business we have help organizations save time and save money when they hit issues that everyone more or less hits when their data grows," noted Otis Gospodnetić, Founder of Sematext, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 28, 2015 10:45 PM EDT Reads: 999
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 28, 2015 08:00 PM EDT Reads: 582
Learn how to solve the problem of keeping files in sync between multiple Docker containers. In his session at 16th Cloud Expo, Aaron Brongersma, Senior Infrastructure Engineer at Modulus, discussed using rsync, GlusterFS, EBS and Bit Torrent Sync. He broke down the tools that are needed to help create a seamless user experience. In the end, can we have an environment where we can easily move Docker containers, servers, and volumes without impacting our applications? He shared his results so yo...
Jul. 28, 2015 07:15 PM EDT Reads: 711
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
Jul. 28, 2015 06:30 PM EDT Reads: 1,370
Chuck Piluso presented a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Prior to Secure Infrastructure and Services, Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of International Te...
Jul. 28, 2015 05:30 PM EDT Reads: 250
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world...
Jul. 28, 2015 04:30 PM EDT Reads: 1,750
Public Cloud IaaS started its life in the developer and startup communities and has grown rapidly to a $20B+ industry, but it still pales in comparison to how much is spent worldwide on IT: $3.6 trillion. In fact, there are 8.6 million data centers worldwide, the reality is many small and medium sized business have server closets and colocation footprints filled with servers and storage gear. While on-premise environment virtualization may have peaked at 75%, the Public Cloud has lagged in adop...
Jul. 28, 2015 04:00 PM EDT Reads: 2,179
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Jul. 28, 2015 04:00 PM EDT Reads: 215
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Jul. 28, 2015 03:30 PM EDT Reads: 167
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at @DevOpsSummit, Haseeb Budhani, CEO and Co-founder of Soha, shared five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the friction an...
Jul. 28, 2015 03:30 PM EDT Reads: 481
Digital Transformation is the ultimate goal of cloud computing and related initiatives. The phrase is certainly not a precise one, and as subject to hand-waving and distortion as any high-falutin' terminology in the world of information technology. Yet it is an excellent choice of words to describe what enterprise IT—and by extension, organizations in general—should be working to achieve. Digital Transformation means: handling all the data types being found and created in the organizat...
Jul. 28, 2015 03:00 PM EDT Reads: 1,060
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Jul. 28, 2015 03:00 PM EDT Reads: 457
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of pro...
Jul. 28, 2015 03:00 PM EDT Reads: 1,246