7. Who are we listening to?
What do we trust?
• Trust in traditional media is up 10%
• In online sources (all channels) is up 18%
• In social media is up 75%
Who do we trust?
• An academic or expert - 68% (down 2%)
• A person like ourselves - 65% (up 12% from last year)
• A regular employee - 50% (up 16%)
• An NGO representative - 50% (up 3%)
• A government official - 29% (down 14%)
16. • Red carpet interviewers sourced
questions over Twitter
• Exclusive backstage filmed
content
• Two live bloggers at the event
• Livestreaming on oscar.com
• Real time mobile updates
• 3.8 million social interactions
during the live show
• Up 300% from 2011
20. Being heard is about …
• listening
• putting people before platforms
• matching stories to mediums
• being simple & clear
• being yourself
• speaking as a chorus
• targeting the right people
• integration
• making an event of it
• making, measuring, learning