Young audiences & news: opening doors by going social

YOUNG AUDIENCES & NEWS:

OPENING DOORS

BY GOING SOCIAL

MADIANA ASSERAF – EUROVISION MEDIA ONLINE

SEPTEMBER 2014

YOUNG AUDIENCES – AUDIENCE OF THE FUTURE

YOUNG AUDIENCES & NEWS: A DILEMMA

Interested in

the world

But not in

traditional

news

sources

USE OF SOCIAL MEDIA TO CONSUME NEWS

ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY

1. Content 2. Conversation 3. Community

ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY

1. KNOW YOUR AUDIENCES BETTER

2. PERSONALISE YOUR CONTENT

3. PRODUCE SEVERAL CONTENT VERSIONS

4. CHOOSE THE RIGHT PLATFORM FOR

THE RIGHT STORY

5. FIND INTERESTING STORYTELLING ANGLES

ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY

1. ENHANCE ACTIVE PARTICIPATION

2. BE LISTENABLE, WATCHABLE, SHARABLE

3. POST CONSTANT UPDATES

ENGAGEMENT = CONTENT + CONVERSATION + COMMUNITY

TOGETHERNESS & BELONGING

STAY IN TOUCH & COMMUNICATE

SHARED INTERESTS

“The first-ever EUROVISION DEBATE between the candidates to become President of the European Commission will also empower citizens to #TellEUROPE what matters to them”

ROLE OF SOCIAL MEDIA WITHIN THE EUROVISION DEBATE

PROMOTION + ENGAGEMENT to increase AUDIENCE AWARENESS and

to SHAPE THE DEBATE

Create interest and audience awareness

Engage with the audience: make them feel part of the project

Build a significant social media community

Attain leadership in the field of debates / European elections

Promote the brand and bring traffic to the web site

PHASE 1: SOCIAL MEDIA BEFORE THE TV DEBATE

• What matters to you?

• What would you tell the next

President of the EC?

Monitoring & analysis of the

conversation => main topics for the

TV Debate

MAKING THE AUDIENCE FEEL PART OF THE DEBATE

Questions & polls

SM competitions

Promotional teasers

Live SM Q&A with candidates

INCREASING THE INTERACTION WITH USERS

1. Coordinated activities with social media editors from EBU Members

MAXIMIZING THE AUDIENCE AWARENESS

2. Coordination with:

Facebook + Twitter

Political parties

European Parliament

MAXIMIZING AUDIENCE AWARENESS

SOCIAL TV:

Allow the audience to have their say

Social Media Hub

Social Media Intelligence Company

PHASE 2: SOCIAL MEDIA DURING THE TV DEBATE

B) Social Media Intelligence Company: Vigiglobe

PHASE 2: SOCIAL MEDIA DURING THE TV DEBATE

VIGIGLOBE – SOCIAL MEDIA DATA TO GO ON AIR

RESULTS – TWITTER

Facebook:

• 4,130 likes

• 3,699 talking about this

• 25% males aged 25-34

• ITA, SPA, BEL, POR, GER

Youtube: 15,084 views

(on the official channel)

Google+: 7.922 views

RESULTS – FACEBOOK, OTHER CHANNELS

ON TV:

ED drew its largest audiences in

Germany (Phoenix), Italy (Rai News) and

France (Arte)

TV AUDIENCE / SOCIAL MEDIA AUDIENCE – SOME FACTS

ON SOCIAL MEDIA:

Social media editors from Phoenix,

Rai News and Arte were part of the

social media team before and during

the TV Debate

French, Italian and German were

three of the five more used

languages for the #TellEUROPE

hashtag

TV AUDIENCE / SOCIAL MEDIA AUDIENCE – SOME FACTS

ON TV:

ED on Rai News doubled its average

audience

ON SOCIAL MEDIA:

#TellEUROPE was a trending topic in Italy

Italian was the 4th language most used on

Twitter about the debate (after English,

French and Spanish)

Italy is number 1 country of ED Facebook

fans

Rai News social media team was part of

the social media core group since the

beginning. An editor from their team was on

the social media hub in EP on 15 May

WHAT’S NEXT ON THE SOCIAL MEDIA SIDE?

SOCIAL MEDIA NETWORK

Social media project group (content-driven)

To discuss ideas, problematics, best practice, trends, tools: social

media for broadcasters

To help integrate social media into traditional media projects

To organise an annual workshop and to produce recommendations

for EBU Members

TV AUDIENCE / SOCIAL MEDIA AUDIENCE – SOME FACTS

THANK YOU!

MADIANA ASSERAF

@MADIASSERAF