The EUROVISION DEBATE was a live televised debate between the five candidates to become the President of the European Commission. With the hashtag #TellEUROPE, we empowered citizens to have their say on the Debate. The #TellEUROPE strategy helped potential viewers discover the programme and feel part of it. Moreover, the social media conversation helped to shape the debate with the topics that mattered most to the audience. As a result, the EUROVISION DEBATE was a veritable success story on social media. According to several analysts, the EUROVISION DEBATE’s results on social media doubled the overall impact of the other European presidential debates. After the programme, the Twitter UK team told us that we had raised the bar and that they had shared the #TellEUROPE strategy with Twitter Government and News offices around the world as an example of best practice around the integration of social media within an election debate. These slides describe the strategy behind the hashtag and how social media were integrated into the TV programme. The EUROVISION DEBATE combines broadcast content with online and social media to provide high quality public service content. The aim of the first Debate was to engage the TV audience (and specially young adults) by offering them an opportunity to comment and ask questions before and during the debate via the hashtag #TellEUROPE, on all social media channels.
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1. EUROVISION DEBATE SOCIAL MEDIA INTEGRATION MADIANA ASSERAF
EUROVISION MEDIA STRATEGY JUNE 2014
2. 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 3. 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 4. 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 5. Questions & polls SM
competitions Promotional teasers Live SM Q&A with candidates
INCREASING THE INTERACTION WITH USERS 6. 1. Coordinated activities
with social media editors from EBU Members MAXIMIZING THE AUDIENCE
AWARENESS 7. 2. Coordination with: Facebook + Twitter Political
parties European Parliament MAXIMIZING AUDIENCE AWARENESS 8. SOCIAL
TV: Allow the audience to have their say Social Media Hub Social
Media Intelligence Company PHASE 2: SOCIAL MEDIA DURING THE TV
DEBATE 9. B) Social Media Intelligence Company: Vigiglobe PHASE 2:
SOCIAL MEDIA DURING THE TV DEBATE 10. VIGIGLOBE SOCIAL MEDIA DATA
TO GO ON AIR 11. RESULTS TWITTER 12. 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 13. 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 14. 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 15. WHATS 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 16. THANK
YOU! @EVNDEBATE FACEBOOK.COM/EUROVISIONDEBATE @MADIASSERAF
