Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

a4uexpo Using Broadcast and Social Media to Acquire Customers in Affiliate Marketing

•Download as PPTX, PDF•
•

Using broadcast and social media can help brands acquire new customers. Social media platforms are now mainstream sources for news and content. Brands can create video and audio content to engage audiences on social media platforms like Facebook, Twitter, YouTube and through podcasts. Interactive features added to video content can increase viewer engagement by allowing people to learn more about and purchase products featured in videos. Tracking links in video content also helps improve search engine optimization and affiliate marketing efforts.

1 of 43
Using Broadcast and Social Media to Acquire CustomersRussell GoldsmithDigital & Social Media Directormarkettiers4dc
Social Media is nothing new!
First footie match arranged over web in ‘95
Then I found it! 1st post Apr ‘95
But in 1995 . . .No YouTubeNo FacebookNo TwitterSo what’s the landscape now
Age breakdown of social media
Social media is becoming mainstream, which is why brands should get involved
Daybreak / Lorraine
BBC 5liveSat 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 themBrand’s can still control the messageConsumers seek out content, choosing when & where to watch/listenRecommendation is key, so provide content that people will pass on virallyVideo and audio are effective communication methods and make message delivery portableBecome the media owner and programme maker and engage directly with your audience?
Compare the Market PodcastsFirst in series of exclusive interviews100,000+ downloads in a weekReached No.2 on itunesCoverage across online media owners, bloggers, social media groups
What Social Media Adds to Your CampaignWhat Social Media Adds to Your Broadcast CampaignFacebook 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 4/2/10A moderated & trusted environmentAdvocacy True Engagement One to one communication direct with a targeted and focused audienceAssists SEO rankings (enhances and qualifies links)Complementary to affiliate marketing efforts
Social Networks driving video viewsResearch by Brightcove & Tubemogul Sept 2010By 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 videoVideo 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.
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 business73% have a Facebook page or group with 46.7% rating it very important.  A further 18.7% intend to have one in 201053% have a YouTube channel with 32% rating it very important.  A further 24% intend to have one in 201049% 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
Social MediaSocial MediafeatureTraditional23,404,000 UK Users*Live & InteractiveinterviewTV3, 414, 000 UK Users*RADIOMedia CollateralResearchSpokespersonB-rollEtc.audiofeature2,147,000 UK Users*2,232,000 UK Users*videofeaturepodcastRSS3,886,000 UK Users*17,110,000 UK Users*Download & On DemandSocial MediaSocial Media*Source: Nielsen Netview, Dec 2009
Online Broadcast30m 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 podcast2Over 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 story3(1) ComscoreApril 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010
What are we watching Online?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 SHOWSHORT FORMVIDEO FEATUREVIDEO NEWSRELEASEVIDEOCALLSTUDIO INTERVIEWAUDIO PODCAST
ONLINE PRAGGREGATIONCONTENT ON BRAND’S WEBSITECRM EMAIL/NEWSLETTERMEDIAPARTNERSHIPDIRECT EMAIL TO OPT-IN LISTS
UPLOAD TO VIDEO SHARINGSITESFACEBOOK FAN PAGE & NEWS FEEDSREACHINFLUENTIALBLOGGERSENCOURAGEMEDIA TO TWEET
LINKTO.TVFACEBOOKAPPLICATIONDATACOLLECTIONCOMPETITIONSQUIZZES, POLLS, COMMENTS
The challenge and the potentialChallengeProvide your messages to your target audiences through content that they want to engage withPotentialImagine your own TV channel featuring just your products that viewers can purchase whilst watching from via any affiliate partnerOr your own version of Question Time, but with the ability to moderate the conversation and questions!
Live & Interactive WebTV shows
Live Events – Laphroaig Whisky
Live Events – Laphroaig Whisky Global live & interactive shows via satellite:Engaged 280,000 online community – ‘Friends of Laphroaig’Aggregated to 3rd party websites1,000+ questions posted in advance, further 1,100+ during the live show7,300+ views of live show and 10’s of 000’s sinceWatched in 63 countries2nd & 3rd shows produced from Scotland & US and 4th last month from Jerez in Spain.
Extending Reach through Facebookhttp://www.facebook.com/theyouthoftoday
Extending Reach – CRM EmailHTML 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 demandBEFOREAFTER
Interactive Video On demand
Jaeger using interactive catwalksTo 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 LinkToTMHighlight product byrolling mouse over videoClicking on product pauses video and brings up info pageClick on link to add product directly to shopping baskethttp://www.linkto.tv/casestudies/casestudy/client/jaeger
Jaeger Results27% Engagement13% click throughAverage shopping basket increased by 300%
LinkTo AnalyticsBounty :‘How To Breastfeed’All affiliate links can be tracked on click through
Improving SEOVideo ContentWell tagged with supporting editorial copyAggregated to highly indexed media owner sites, personal blogs and through social media
Viral Interactivity in Facebook
Belmont Thornton: ‘How to Make a PPI Claim’
Google ‘how To make a ppi claim’
Times Online – Top 20 Finance Blog
SummaryVideo & 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 contentIt’s about knowing the people and personality of the brand – less selling, more engagingWhen made interactive, viewers will engage with video contentMake it a seamless connection for peopleInteractive video content can add value to your affiliate marketing programmes
Any questions?Thanks!E: russ@markettiers4dc.comM: 07775702076T: 0207253888Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmithSkype: russell.goldsmith

More Related Content

a4uexpo Using Broadcast and Social Media to Acquire Customers in Affiliate Marketing

  • 1. Using Broadcast and Social Media to Acquire CustomersRussell GoldsmithDigital & Social Media Directormarkettiers4dc
  • 2. Social Media is nothing new!
  • 3. First footie match arranged over web in ‘95
  • 4. Then I found it! 1st post Apr ‘95
  • 5. But in 1995 . . .No YouTubeNo FacebookNo TwitterSo what’s the landscape now
  • 6. Age breakdown of social media
  • 7. Social media is becoming mainstream, which is why brands should get involved
  • 9. BBC 5liveSat 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”
  • 10. So what does this mean for brand?Social Media is about creating conversation around content
  • 11. Can we influence the influencers?Consumers less reliant on media owners and show little loyalty to themBrand’s can still control the messageConsumers seek out content, choosing when & where to watch/listenRecommendation is key, so provide content that people will pass on virallyVideo and audio are effective communication methods and make message delivery portableBecome the media owner and programme maker and engage directly with your audience?
  • 12. Compare the Market PodcastsFirst in series of exclusive interviews100,000+ downloads in a weekReached No.2 on itunesCoverage across online media owners, bloggers, social media groups
  • 13. What Social Media Adds to Your CampaignWhat Social Media Adds to Your Broadcast CampaignFacebook 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 4/2/10A moderated & trusted environmentAdvocacy True Engagement One to one communication direct with a targeted and focused audienceAssists SEO rankings (enhances and qualifies links)Complementary to affiliate marketing efforts
  • 14. Social Networks driving video viewsResearch by Brightcove & Tubemogul Sept 2010By 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 videoVideo 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.
  • 16. 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 business73% have a Facebook page or group with 46.7% rating it very important.  A further 18.7% intend to have one in 201053% have a YouTube channel with 32% rating it very important.  A further 24% intend to have one in 201049% 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
  • 18. Social MediaSocial MediafeatureTraditional23,404,000 UK Users*Live & InteractiveinterviewTV3, 414, 000 UK Users*RADIOMedia CollateralResearchSpokespersonB-rollEtc.audiofeature2,147,000 UK Users*2,232,000 UK Users*videofeaturepodcastRSS3,886,000 UK Users*17,110,000 UK Users*Download & On DemandSocial MediaSocial Media*Source: Nielsen Netview, Dec 2009
  • 19. Online Broadcast30m 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 podcast2Over 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 story3(1) ComscoreApril 2010; (2) RAJAR July 2009, (3) YouGov Media Migration Report May 2010
  • 20. What are we watching Online?Types of video content viewed online over the last month Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009
  • 21. Using Branded Broadcast in Social Media and adding value to your affiliate marketing programme
  • 22. LIVE & INTERACTIVEWEBTV SHOWSHORT FORMVIDEO FEATUREVIDEO NEWSRELEASEVIDEOCALLSTUDIO INTERVIEWAUDIO PODCAST
  • 23. ONLINE PRAGGREGATIONCONTENT ON BRAND’S WEBSITECRM EMAIL/NEWSLETTERMEDIAPARTNERSHIPDIRECT EMAIL TO OPT-IN LISTS
  • 24. UPLOAD TO VIDEO SHARINGSITESFACEBOOK FAN PAGE & NEWS FEEDSREACHINFLUENTIALBLOGGERSENCOURAGEMEDIA TO TWEET
  • 26. The challenge and the potentialChallengeProvide your messages to your target audiences through content that they want to engage withPotentialImagine your own TV channel featuring just your products that viewers can purchase whilst watching from via any affiliate partnerOr your own version of Question Time, but with the ability to moderate the conversation and questions!
  • 27. Live & Interactive WebTV shows
  • 28. Live Events – Laphroaig Whisky
  • 29. Live Events – Laphroaig Whisky Global live & interactive shows via satellite:Engaged 280,000 online community – ‘Friends of Laphroaig’Aggregated to 3rd party websites1,000+ questions posted in advance, further 1,100+ during the live show7,300+ views of live show and 10’s of 000’s sinceWatched in 63 countries2nd & 3rd shows produced from Scotland & US and 4th last month from Jerez in Spain.
  • 30. Extending Reach through Facebookhttp://www.facebook.com/theyouthoftoday
  • 31. Extending Reach – CRM EmailHTML 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 demandBEFOREAFTER
  • 33. Jaeger using interactive catwalksTo 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’
  • 34. Jaeger using LinkToTMHighlight product byrolling mouse over videoClicking on product pauses video and brings up info pageClick on link to add product directly to shopping baskethttp://www.linkto.tv/casestudies/casestudy/client/jaeger
  • 35. Jaeger Results27% Engagement13% click throughAverage shopping basket increased by 300%
  • 36. LinkTo AnalyticsBounty :‘How To Breastfeed’All affiliate links can be tracked on click through
  • 37. Improving SEOVideo ContentWell tagged with supporting editorial copyAggregated to highly indexed media owner sites, personal blogs and through social media
  • 39. Belmont Thornton: ‘How to Make a PPI Claim’
  • 40. Google ‘how To make a ppi claim’
  • 41. Times Online – Top 20 Finance Blog
  • 42. SummaryVideo & 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 contentIt’s about knowing the people and personality of the brand – less selling, more engagingWhen made interactive, viewers will engage with video contentMake it a seamless connection for peopleInteractive video content can add value to your affiliate marketing programmes
  • 43. Any questions?Thanks!E: russ@markettiers4dc.comM: 07775702076T: 0207253888Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmithSkype: russell.goldsmith