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How did we take an event with an annual attendance of just over 12,000 people and bring hundreds of thousands of C-Suite officers from around the world to the event? Watch @ColinJacobs live discuss #Brands as Broadcasters, or follow along here…
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We work with #Fujitsu and share key philosophies: 1) we hate boring #social content, and 2) we don’t believe in paying attention to urban myths like ‘longform video doesn’t perform on social’ or ‘those tactics only work in the consumer markets’
Imagine filming #live, having a #technology-news channel exploring the real challenges businesses face today, and fronting up to questions and challenges that most tech companies cower away from? That’s how #Brands as Broadcasters began
Instead of pitching or even bringing in a broadcaster, we became the broadcaster. We built the branded broadcast from the ground-up to create compelling and sometimes controversial interviews like those seen on #BBC News, #Bloomberg or #Reuters
The key to broadcasting at a #brand event isn’t just the #technology you bring in, although that’s important – it’s in scripting and topics. You have to mine the true issues and problems existing in #business and society – those very topics that brands all-to-often shy away from
An example of compelling, news-worthy content: #AI is often part controversial discussions, like #FacialRecognition in America. We brought this discussion to the forefront during one of our live interviews – outlining how to build AI without bias through #data and #ML
During our first year of #live broadcasting for #Fujitsu, we streamed 44 live interviews and 4 live keynotes. With just £5,000 of Paid Media, C-Suite officers watched an amount of content equal to every episode of #GameofThrones, from all 8 seasons, back-to-back, 17 times over
Year two? We now had a proper studio and a slightly larger budget of £9,000. With the same C-Suite targeting, we received the same amount of content viewed as it would take CEOs to fly non-stop around the world 15 times, ONLY watching #Fujitsu Forum TV for the entire duration
By positioning #Brands as Broadcasters, we proved a concept. Proved its impact and financial sense. We innovated at an event and drove event attendance (of sorts) to levels not attained before. #Brand recognition rocketed
And here’s the thing, the final killer thought for you all: few events are truly #innovating and taking their proposition out to people who would and could attend, but can’t. For a very modest investment, you can take your branded event to that audience
If you are going to join the #Brands as Broadcasters movement, please, pretty please, do it properly. Don’t just throw a camera on a chatty person. Bring in a team that can ruthlessly help you unearth newsworthy stories – I guarantee audiences want to see them shared and debated
