Panel contribution at IBC 2013 http://www.ibc.org/page.cfm/Action=Visitor/VisitorID=5927/loadSearch=331677_9518 Motivation: Need to interact, to be connected sharing emotions, reactions, wit Content / preferred brand: Who connects me to funny or important stuff Use context: The social layer is there for me when it suits me

1. Strategic Social:
Letting the Viewer Take Charge
Going beyond ‘hashtags’ and ‘likes’ to harness the power
of social media in broadcast more strategically and
measurably to drive audience engagement and revenue
#ibcsocial

2. Strategic Social:
Letting the Viewer Take Charge
Tuija Aalto
Head of Strategy
Yle, Finland

3. Social needs to be embedded
in the user experience
• Motivation
– Was: want to relax, or want to hear the news
– Need to interact, to be connected sharing emotions, reactions, wit
• Content / preferred brand
– Was: Which TV or radio station entertains or informs me the best
– Who connects me to funny or important stuff
• Use context
– Was: The content is easily found when and where I want it
– The social layer is there for me when it suits me

4. Milestones in developing Yle’s social strategy
• Experiments encouraged: 2009 - try everything!
• Social media guidelines to staff 2010 – be careful and
protect our brand!
• Strategic social 2012 – reach, discovery, engagement,
value for society
• Recommendation engine
• Social as part of program flow
• Facilitating discussion for the benefit of society

5. Source: Tv-meter (Finnpanel -Yle VP), comScore, Facebook
Youth daily drama series
Uusi päivä has 30.000 FB fans. 45% of
them are girls age 13-17.
Instagram feed at 3000 followers.
What we know today of engagement online

6. What we want to measure: reach
• 37 % of 15-29-year –old –Finns share media content via
social media.
• How does social activity extend our reach beyond Yle
channels?

7. What we want to measure: added value
• Creating value for society: how does social media add
value to our role in strengthening democracy in Finland?