Fejes “FB2” BalázsSchaffer “angelday” József

Superweek – 01/23/13

Original presentation plus notes added

ANALytics!

Who are we?

What we’ll talk about‣ On-demand

podcasts

‣ Video webcasts

‣ Audio streaming

‣ Why do them?

‣ Levels of involvement

‣ If you do get involved:How to measure performance, success

‣ How to optimise

Regional research findings in Hungary

Hungarian research results:

●! 4-5% of Internet users in Hungary consumed podcasts before●! 25% expressed interest in trying them●! shocker: more people said to consume it on a PC, laptop, than on mobile devices (and this is currently only an enthusiast-driven market place, no commercial entities are producing podcasts locally right now)

Source: Médiapiac

5%

95%

Consumed podcast beforeHaven’t listened to a podcast

25%

75%

Expressed interestNo interest

<

Then why do them?

Then why do them?It's the ideal mix of newest technologies with oldest way of communicating

Power of human voice, authenticity, power of personalityExamples where personalities work to give face to a product or organization

Another good example: audiobooks

Microsoft Major Nelson

Nintendo Iwata

VP of Awesome

Old Spice Guy

Old Spice Guy

Even in ad campaigns personality sells like the Old Spice guy - combine that with authenticity and you get a winner

The Big One

The Big One

Steve's keynotes as downloadable podcasts topped the charts every time

The Big One

To summarizeIt's not ideal to widen the reach of a brand, as it requires more interest and dedication than looking at a page, but it builds loyalty, engages fans, enriches the engagement and turns fans to advocates.

Levels of involvement

Sponsorship

Find relevant podcast(s), get sponsorship slots- more authenticity, not mass market but enthusiasts to support building awareness- significantly better conversion

Who tends to advertise on these channels?●! Products or services targeting a tech-savy audience (perhaps a smaller segment, but good purchase power, and hard to reach with other methods)●! eCommerce sites●! Services for creative people - web site hosting, SaaS webshop, domain sales●! ...but anything goes. How do you track success:●! People can be in a mobile situation, “no hands available” when consuming the content●! Show notes●! Easy-to-remember special landing page, check-out code, etc.●! it’s also about awareness building

“Out of the various advertising types we’ve tried, sponsoring Heti Meteor resulted in most actual purchases.”

– Dávid Dömsödi, Klikkfood.hu

Repurposing existing content

Repurposing existing content

Repurposing existing content

- film studios - typical DVD extra content gets repurposed as part of the initial theatrical release campaign, then home movie campaign

- radio shows - BBC in the UK leads the way, This American Life etc. in the US

Produce your own

Produce your own

- build long-term engagement- satiate fan base- keep customers from lapsing, keep them active for your product, service- be part of their weekly routine, be part of their life, build trust

Audience maybe?

Measuring podcasts, webcasts

Measuring podcasts, webcasts

Subscription, content discovery is RSS based- same old story of pain and suffering!- discovering, subscribing to podcasts is platform and tool-specific- aggregators (like Google Reader) will cache the RSS feed, no real way to measure it- downloading and listening to content is de-coupled, and you can only measure downloads

Tools

Tools

The best suited, most applicable analytics platform, Feedburner is on death watch

… but it’s still the best tool for now

What is Reach?

What to share with partners, advertisers

How to embed media into webpage, Facebook etc. and keep stats

What does it tell you?Subscribers is a measure of how many people are subscribed to your feed. At any given time, you can expect that a certain percentage of this subscriber base is actively engaging with your content and this “Reach” measurement provides this additional insight.

Additionally, there may be people viewing your content beyond your known subscriber base. For example, they may view your content on a feed search engine or news filter site.

Reach aggregates both of these groups, providing an accurate and useful measurement of your true audience.”

Definitions“Subscribers is an approximate measure of the number of individuals currently subscribed to your feed.”

Source: Support Article

How is it calculated?FeedBurner’s subscriber count is based on an approximation of how many times your feed has been requested in a 24-hour period. Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily. Subscribers is not computed for browsers and bots that access your feed.

Subscribers counts are calculated by matching IP address and feed reader combinations, then using our detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences.

Optimise your media

Optimise your media

- iTunes tagging- Frequency of releases to keep it on the charts (optimal is weekly, day of week is important, weekend is dead)- Make sure you’re sharing the tagged URLs on social, web, mobile

“Big” media clients

“Big” media clients

EPAM ‘Big media” client uses Brigtcove media platform (video player, hosting, etc.) with its own embedded analytics, and integration to 3rd party web analytics

Further reading: Brightcove Analytics

Build a communitythrough real time

Webcasts

Expectations

Reality

WWDC 2012 Keynote Address – 2012 June

Apple iPhone 5 event – 2012 September

iPad mini event – 2012 October

onsite 1205embed 4089

countries 43flash 4808

mobile 486social stream total 820

unique views 3206viewer hour 2517,41vh / unique 0,7852183

1627821973

1053518330682862

1725111693,470,677843

32668273

5510194134514925044

2820,260,55913164

Thank you!