Next#1 El repte de la triple pantalla Continguts, tecnologia i nous usuaris en lera de la TV digital multiplataforma

Anlisis de caso: La importancia del marketing y el branding de los contenidos con valor de servicio publico en la era digital

Marketing PublicService Media:Lesli RotenbergSVP Brand Management & PromotionPBSWhats NEXT?

Old Broadcast Model

New Reality

New RealityTechnology is shifting power away from the editors, the publishers, the establishment, the media elite. Now its the people who are taking control. Rupert Murdoch, July 2006

Power to the PeopleACCESSIBILITY

Anyone can access any content on any deviceEXPRESSION

Anyone can create and distribute contentENGAGEMENT

Anyone can use media to contribute, influence and share content

Focus on the Brand

Brands are the express checkout for people living their lives at ever-increasing speeds. Brandweek

Know more. Do more. Be more.

Brand Promise ChecklistDoes it differentiate you from the competition?Does it identify the consumer benefit?Does it align with your audiences values?Does it work for all your content?Is it aspirational?

Brand LensTrustQualityPublicNon-CommercialIndependentEducationalLocal

Brand LensTrustQualityPublicNon-CommercialIndependentEducationalLocal

ACCESSIBILITYEXPRESSIONENGAGEMENT

Accessibility

KQED Digital Channels

What PBS is doing allows you to connect with other viewers in a way that, just a few years ago, wasnt even possible And so far theyre doing it the right way: bravely, uncensored, open. John Watson, flagrantdisregard.com

Marketing is ContentContent is MarketingWe are Content Marketers

Expression

Engagement

The power of this new breed of citizen marketers is only going to grow, especially in the entertainment arena. Ed Martin, Programming and Entertainment Editor, Jack Myers Report publications

Personal Connection

Engage

Next#1 El repte de la triple pantalla Continguts, tecnologia i nous usuaris en lera de la TV digital multiplataforma

Video open:Goldfish Be MoreVideo open:Goldfish Be MoreGood morning. I decided to begin todays talk with an expression of the PBS brand promise. In this ad, which won an Emmy (the top U.S. television award) for best commercial, the goldfish represents our viewers. He is inspired by a PBS experience to leap beyond the confines of his bowl and follow his dream of swimming upstream with a community of fish. In other words, PBS inspires the fish to Be More.

At PBS, we believe in the power of media to transform lives. Our mission is to help people expand their horizons, engage in the world around them and strengthen communities. Thats why we are so excited about the new digital era. Technology has finally caught up with our public service mission. Media advances provide dynamic new ways for people to participate in and benefit from the PBS media experience.

In the old media world, the communication was one to many and people were passive, isolated consumers. Thats all changed. The digital era has democratized media and now the power is in the hands of the people. Today, people dont just consume content they interact with it, create and share it, and use it to connect and communicate with others. Even Rupert Murdoch, who personifies the media elite, admits that Now its the people who are taking control.

Today, Ill be talking about three significant ways that people are powering the new media: Accessibility Anyone can access any content any time on any device. Expression Anyone can create and distribute content. And Engagement anyone can use media to contribute, influence and share content.

The big opportunity for PBS is to leverage all three to build brand loyalty and achieve our mission of helping people Be More. We begin by focusing on what distinguishes us from other media enterprises and what makes us valued. In other words, our brand. Its more important than ever that we use our brand as a compass to determine how to maximize our role in the new media era.This quote from Brandweek captures my philosophy about the ever-increasing importance of brands in the new media world: Brands are the express checkout for people living their lives at ever-increasing speeds.

For us, this means that no matter what screen people access our content on, they can count on us to always deliver a media experience that is consistent with our brand promise.We identified our brand promise through viewer insights.

In our research, we learned that PBS viewers, no matter their age or income or education level, share a desire to expand their horizons and engage in their communities. They value PBS because it inspires them to know more, do more and be more. We distilled the promise to two words: Be More.

As we developed our brand promise, we used this checklist to make sure it worked. You can use it too to check your brand promise.

Be More differentiates us from our competition. No commercial TV network can make this claim. It identifies the benefit people get from interacting with our brandthey are inspired to know more, do more and be more.

Most importantly, Be More aligns our core values with our audiences values. People who value PBS share a desire to grow as individuals and contribute to a better society.

The positioning works for us because it is true for all of our diverse content, from childrens programs to adult fare.

And its aspirational. It spans the full range of human needs and motivations, from growth and achievement to making a difference in our communities and our world.

Here is one of the ways we articulate this brand promise.

Video: Be More Bucket BrigadeAs we developed our brand promise, we used this checklist to make sure it worked. You can use it too to check your brand promise.

Be More differentiates us from our competition. No commercial TV network can make this claim. It identifies the benefit people get from interacting with our brandthey are inspired to know more, do more and be more.

Most importantly, Be More aligns our core values with our audiences values. People who value PBS share a desire to grow as individuals and contribute to a better society.

The positioning works for us because it is true for all of our diverse content, from childrens programs to adult fare.

And its aspirational. It spans the full range of human needs and motivations, from growth and achievement to making a difference in our communities and our world.

Here is one of the ways we articulate this brand promise.

Video: Be More Bucket BrigadeThis tool is called a brand lens. Its a visual representation of how we use our brand as a compass to guide all of our work.In the center is our brand promise: Be More.

The inner circle identifies the qualities that set the PBS brand apart trust, quality, public service, non-commercial, independent, educational, commitment to young children and local. These attributes work together to make us distinct and help us stay true to our brand promise.

Heres an example of how we bring these qualities to life and express our brand promise in an emotional way. Some of you may recognize Big Bird, from our signature childrens show Sesame Street.

Video: Be More Big Bird The attributes that surround our brand promise influence how we leverage the digital era trends and ensure that we retain and reinforce our value on every platform.

The next circle identifies our programs. Ive included just a sampling here. Each of these programs is aligned with our brand promise. We build experiences on TV and off around them.

The outer circle shows all of the media we use to reach the public.

Each layer of the circle must be consistent with the core our Be more brand promise.Now that we have our focus set through our brand lens, we are ready to embark on our new media challengeleveraging the 3 trends to build brand loyalty and achieve our goal.

Lets take each one and Ill give examples of how we are approaching the challenge at PBS.First is the ability to access any content you want at any time on any device. People no longer need to rely on TV networks to determine what they can watch and when. They can program their own media experience and take it with them. We call this Accessibility.

The idea that anyone can access content anytime is exciting for PBS because our goal is to reach as many people as possible with our content. So by providing more access, we can reach more people. We are no longer limited to one broadcast channel and one program on at 8:00 PM. We can simultaneously provide multiple streams of content that appeal to different interests. PBS stations in communities across the U.S. now deliver multiple digital channels, including channels tailored to meeting local community needs.

Here is a sample lineup from one of our local affiliates.

As you can see, if you live in San Francisco, you have access to a variety of programs any time. You can see childrens content on KQED KIDS or PBS KIDS Sprout. General audience programs are on KQEDs primary channel. Encore shows repeats around the clock. Theres the all non-fiction KQED WORLD; the lifestyle channel KQED Life; and KQED all in HD. KQED also offers local podcasts at KQED.org.Accessibility is particularly important for a brand like PBS because we have such a rich archive of evergreen content. Nationally and locally, PBS content is available on iTunes.

The new accessibility is a boon to our promotion efforts. We created this website as a one-stop destination for a marketing campaign called Save your Nights. We wanted to remind infrequent PBS viewers that we consistently provide the best science, nature, American history and more on Sunday, Monday and Tuesday nights.

Visitors to the site could stream our promotional spots, like this one.

Video: Save your Nights

What amazed us is that a promotional site became one of our most visited sites during the month it launched, out of the thousands of individual websites on pbs.org.The new accessibility is a boon to our promotion efforts. We created this website as a one-stop destination for a marketing campaign called Save your Nights. We wanted to remind infrequent PBS viewers that we consistently provide the best science, nature, American history and more on Sunday, Monday and Tuesday nights.

Visitors to the site could stream our promotional spots, like this one.

Video: Save your Nights

What amazed us is that a promotional site became one of our most visited sites during the month it launched, out of the thousands of individual websites on pbs.org.Another way we leveraged new media tools to market PBS is through a project we called Remotely Connected. PBS selected an elite group of influential bloggers and invited them to present their perspectives on our programming. We sent them DVDs and asked them to blog about them. Seven of the bloggers ranked in the top 150 bloggers in the world for 2006.

Heres a quote from one of the blogs:

What PBS is doing allows you to connect with other viewers in a way that, just a few years ago, wasnt even possibleAnd so far theyre doing it the right way: bravely, uncensored, open.

All of these examples demonstrate a growing trend: Technological convergence is fueling the convergence of content and marketing. Today, our marketing concepts often involve content creation and our content is an integral part of our marketing. PBS promotion has evolved from luring viewers to watch a particular television program to serving up content and promoting engagement in any form. Thats what our second trend expression is all about. The tools to create content are cheaper to buy and easier to use than ever before.

Today, anyone can create and distribute content on the Internet. We call this Expression because people have new media tools to express themselves.

As public service media providers, we want to encourage their contributions. For our very youngest viewers, we are inviting their contributions with a new web-based tool called Dots Story Factory.

On television, were inviting our audience to go online and send in stories and drawings.

When kids visit our web site, theyll find tools to help them create their own stories. The activity is designed to help children build early literacy skills. When they send in their creations, well share them online and on TV.

For the slightly older audience of six to eight year old children, we offer a web feature called Show Us What Youve Got.

PBS asks young viewers to contribute short videos showcasing their special talents. After they are screened, we share them online and select the best ones to feature on TV. Here is one of our favorites featuring a young handicapped girl who competes in gymnastics tournaments.

Video: Be More GymnastWeve found that one of the best ways to experiment with new media is by using our high profile programs as anchors. For adult viewers, we are engaged in a story collection project in support of a World War II documentary called The War by filmmaker Ken Burns. PBS stations have partnered with the Library of Congress to preserve the memories of U.S. World War II veterans and the civilians who supported them. This is important work because World War II veterans are dying at a rate of more than 1,000 each day. Stations in all fifty states are participating by collecting these stories and sharing them online. Some will be featured on TV by local PBS stations.

My last example of Expression comes from the PBS station in Miami, Florida, which launched a new videosharing website with the simple goal of bringing the community closer together.

The website, shown here, is a cultural hub and represents the next generation of community-based news, commentary and culture on demand.One of the challenges that PBS stations are wrestling with is how to maintain our reputation for quality and trust as we relinquish our tight editorial control in favor of user-generated content. In an annual brand study, PBS ranks in the top 10% of the 1,000 consumer brands measured for quality. In another public opinion poll, conducted by Roper, PBS ranks as the most trusted public institution in the U.S., surpassing courts of law, commercial TV, newspaper publishing companies, and the government. These attributes are the foundation of our brand strength. What are the long term ramifications of compromising our editorial standards?

Its too early to know the answer to this question, but we recognize that the days of broadcasters completely controlling the media experience are over. Some PBS stations are experimenting in this space and establishing processes for monitoring user-generated content in order to invite collaboration but also maintain standards of quality and trust.Our third and final trend is Engagement. New media allows people to participate in content, contribute to it, influence it, and share it with their friends digitally. People are no longer just passive, isolated consumers of content; they are interacting with it and shaping it. They are creating a new kind of digital community.

Of the three trends, Engagement has the most potential to help us achieve our goal using the media to empower people and build community. We are experimenting with new ways to engage our audience. Engagement is critical from a promotional perspective today because friends influence each other as much, if not more, than marketers do and they do it faster today because word of mouth has reached a new level with the speed and efficiency of digital communications.

In the past, marketers considered influencers to be an elite group of people who could spread the word about your product or service. The internet has expanded the influencer elite to a much larger group. Everyone with a blog is a candidate. Anyone who participates in a social network can influence multitudes in minutes.We sought out consumer engagement several months ago, when we commissioned three different producers to develop pilots for a new series focused on science and technology.

We broadcast each of the pilots on a different night and promoted the opportunity for our viewers to watch them on TV or download them and let us know their opinions. Viewers completed a survey about each of the pilots and we analyzed their responses. Here is the spot we ran to solicit their feedback. Video: Science pilot promo

The PBS science pilots ranked among the top 25 most popular iTunes downloads among more than 70,000 podcasts. The overwhelmingly positive response from prospective viewers to one of the pilots contributed to our decision to green light it for a weekly series. Its called Wired Science and it begins this fall on PBS.Of course engagement is not unique to PBS. Every commercial TV network is embracing viewer involvement like never before. Probably the most noteworthy recent example is the CNN You Tube democratic presidential debate where U.S. citizens were invited to contribute videotaped questions for the presidential candidates to answer. Heres one of the questions.

Video: Question from You Tube

Of course engagement is not unique to PBS. Every commercial TV network is embracing viewer involvement like never before. Probably the most noteworthy recent example is the CNN You Tube democratic presidential debate where U.S. citizens were invited to contribute videotaped questions for the presidential candidates to answer. Heres one of the questions.

Video: Question from You Tube

PBS is seeking its own unique way of engaging viewers with our content one that reflects our brands distinctiveness.

At the heart of our brand is the notion of being a public institution. People know that public is more than our first name. They feel a sense of ownership in PBS. This is reflected in their expectations of us they hold us to a higher standard than commercial broadcasters and are much more likely to call or write to us if we show something they disagree with. They treat us more like a close relative than a casual acquaintance. And they feel an emotional bond to the brand. This was reflected in an exercise we did at a focus group. We asked people to write obituaries for PBS and two commercial networks. The PBS obituaries were gut-wrenchingly emotional and much more intimate than the others.PBS needs our engagement to reflect and honor this brand distinction. We are in the process of building an extension to our pbs.org website called Engage as a forum to do this. By taking advantage of new platforms and social media tools, well create a place for informed online dialogue and two-way conversation on pbs.org. It will be an incubator, laboratory and catalyst for the PBS community of stations to give a voice to our audience.

Building community is part of our mission and new media tools can encourage people to participate in exciting new ways.Another goal of ours is to build loyalty by engaging the public in our brand in a deeper way. We began by creating a series of TV testimonials featuring real people inspired by PBS to reach their potential and make the world a better place. They are moving stories like this one about a street dancer who became a professional ballet performer and dance teacher after watching Great Performances on PBS.

Video: Be More Desmonds Story

Another goal of ours is to build loyalty by engaging the public in our brand in a deeper way. We began by creating a series of TV testimonials featuring real people inspired by PBS to reach their potential and make the world a better place. They are moving stories like this one about a street dancer who became a professional ballet performer and dance teacher after watching Great Performances on PBS.

Video: Be More Desmonds Story

Our plan is to create a web platform where PBS fans can share their personal Be More stories. By providing opportunities for the public to participate in our brand positioning, PBS can take Be More to a new level. PBS viewers could use this digital platform to inspire each other to Be More.

This concept epitomizes the power and potential of new media. PBS becomes a catalyst that empowers individuals, who then influence each other. The benefit multiplies as it is passed on. Technology is the multiplier, enabling the benefits to spread faster and touch more people in deeper and more meaningful ways.

Im going to close with a final Be More spot that we created about this phenomenon about five years ago before new media became the force that it is today. It demonstrates how the power and impact of media can grow when it is passed along inspiring more people, transforming more lives, and strengthening the bonds that build community.

Video: Be More Aura

Our plan is to create a web platform where PBS fans can share their personal Be More stories. By providing opportunities for the public to participate in our brand positioning, PBS can take Be More to a new level. PBS viewers could use this digital platform to inspire each other to Be More.

This concept epitomizes the power and potential of new media. PBS becomes a catalyst that empowers individuals, who then influence each other. The benefit multiplies as it is passed on. Technology is the multiplier, enabling the benefits to spread faster and touch more people in deeper and more meaningful ways.

Im going to close with a final Be More spot that we created about this phenomenon about five years ago before new media became the force that it is today. It demonstrates how the power and impact of media can grow when it is passed along inspiring more people, transforming more lives, and strengthening the bonds that build community.

Video: Be More Aura