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Web TV – A new way of engaging audiences Considerations and lessons learned

Web TV – A new way of engaging audiences Considerations and lessons learned Marianne Mackie & Helle Harbo June 2012. Why introduce web TV?. Meet the users where they are Visualize heavy subjects Add faces to abstract figures Not replace but offer a supplement.

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Web TV – A new way of engaging audiences Considerations and lessons learned

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  1. Web TV – A new way of engagingaudiences Considerations and lessonslearned Marianne Mackie & Helle Harbo June 2012

  2. Whyintroduce web TV? Meet the userswheretheyare Visualize heavy subjects Addfaces to abstract figures Not replace but offer a supplement

  3. Organizationalworries in advance The reputation of Statistics Denmark – willwelosecredibility? EnteringYouTube – how do we handle criticism? Ressources?

  4. Choosing form and content Aim at 4 different kinds: 1: Journalistic video complementing article 2: Explainingcomplexconcepts 3: Branding Statistics Denmark 4: Presentingstatisticalsubject & figures

  5. Audience ratings as a guide? A choicesomewhereinbetween: Bestsellers thatsell themselves and Highlightingsubjects of less Immediateinterest Visits on website May 2012 Front page of website: 137.000 visits Front page of namestatistics: 52.000 visits Front page of regional accountingstatistics: 51 visits

  6. Experiences so far News item presenting the whole story

  7. Experiencesso far Perspective on a story

  8. Experiencesso far Branding purpose:

  9. Experiences so far Internalcommunication:

  10. Experiences so far Transverseyearbookproject:

  11. Lessonslearned Prepare story and interview Experts: not onlyacademicskills, but visualvariation, ability to make punch lines… Focusedinterviews - sum up the points Technical pitfalls: lamps, shadows… Organization: takingturns in editing

  12. Challenges in phasetwo Time, time and time Make video part of the website’s joint expression Structuraluniformity? Ambitions – talkingheads or news items? Advice and input from you?

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