Social Media Report - Friday 15th July 2016

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CNBC International woos post-Brexit audience

CNBC International is seeking to exploit the spike in traffic to its site since the EU referendum by trial streaming its daily morning show Street Signs on its Facebook page. Europe’s premier business and financial news channel has enjoyed an unprecedented volume of people visiting its network in the wake of the Brexit vote and hopes to understand whether news providers can attract enough regular viewers to specific content on a digital platform. CNBC International’s head of news and programming John Casey also revealed the channel has seen a significant increase in the number of millennials interacting with its services, mainly consuming social content via mobile and tablet. He added: ‘Our Facebook Live trial will allow our digital native audience to trial our TV product for the first time.’ The broadcaster’s social media team will make use of the TV ad-breaks to encourage Facebook users to engage with on-air content via reactive comments and polls, which Street Signs’ hosts will use as talking points to shape the show. During the TV commercials, CNBC reporter Nancy Hungerford and social media editor Cristy Garrett will be in the news room to talk to the Facebook Live audience and discuss their feedback. The social network’s users will also be provided with a behind-the scenes look at the channel’s London headquarters.

Just hours after CNBC International made its streaming announcement, Bloomberg Media also revealed plans to ‘invest aggressively in innovative distribution formats’. The network has gone against the grain and partnered with Twitter to live stream a number of its programmes, including the flagship technology show ‘Bloomberg West’ and its analysis of the political election cycle ‘With All Due Respect’. Market coverage will also be live streamed. Twitter’s chief financial officer Anthony Noto said the partnership will give users ‘the best way to see live financial markets performance combined with the live commentary on the underlying drivers and implications’.

PR and Marketing in Social Media

Spurs reveals new kit on Facebook Live

Tottenham Hotspur has become the first top flight football club to unveil their new home kit for the 2016/17 season using Facebook Live. Christian Eriksen, Michel Vorm, Kieran Trippier and Victor Wanyama were featured on the live stream wearing the new Under Armour kits at the club’s training centre in Enfield. The 15 minute real-time broadcast was shown on both the Under Armour UK and Tottenham Facebook pages, notching up more than 71,000 views three hours after the live video ended.

The north London team had posted teasers on its social channels to tempt fans to tune in to the live reveal at 8.45am, with research from Under Armour’s PR agency PrettyGreen revealing content released to the social network before 10am tended to gain more traction. The video is still available for latecomers to view on Tottenham’s Facebook page.

Social Media Brands...

Facebook trials disappearing private messages

Facebook Messenger users may soon be able to send and receive secret messages’ that become hidden after a period of time chosen by the author, the social network has announced. Facebook is trialling the service for a limited time and has stressed that ‘starting a secret conversation with someone is optional’. ‘Secret conversations can only be read on one device and we recognise that experience may not be right for everyone’, the social network reassured. Senders must therefore choose one device to use the new service on, as the private messages are stored on the device itself. Those messages flagged to ‘disappear’ will be deleted from the device as well.

This is the fourth time Facebook has trialled Snapchat-style ephemeral messages but this time it features alongside end-to-end encryption. Furthermore, unlike WhatsApp’s secret messages, Messenger users can set a timer to control the length of time before a message disappears, although currently the service does not support rich content, such as GIFs and videos.

Prince Harry takes HIV test live on Facebook

An HIV test taken by Prince Harry has been broadcast live on the Royal Family's Facebook page. The Terrence Higgins Trust described the event, at Guys and St. Thomas' Hospital, as ground breaking. The video, showing a pin prick test proving negative, had already been viewed by 249,000 people and shared 1,450 times two hours after it was uploaded. Ian Green, Chief Executive of Terrence Higgins Trust, said: ‘Prince Harry’s decision to take an HIV test, live on social media, is a ground-breaking moment in the fight against HIV. Not only does it show His Royal Highness’s genuine and personal commitment to tackling the HIV epidemic, it will amplify a message to millions all over the world: testing for HIV is easy, quick and nothing to be feared.’ Kensington Palace posted a link to the video on its Twitter feed along with a photo. The whole process, from taking the test and learning the results,- took less than four minutes.

Kensington Palace tweeted that Harry took the test live because he ‘believes his generation needs to take leadership in the fight against HIV, or risk losing the gains of those who've come before.’

Social media plastic surgeon ‘Dr Miami,’ gets own TV show

American cable channel We TV has commissioned a TV show about plastic surgeon ‘Dr Miami,’ a social media celebrity whose real name is Michael Salzhauer. The surgeon’s practice of sharing the most intimate details of his procedures on Snapchat and other social media platforms was the attraction for the broadcaster which has ordered an initial six-episodes. ‘Dr Miami’ is another example of an unscripted TV series looking to capitalise on personalities who may not be conventional celebrities but have strong social media followings. However, although graphic videos of cosmetic surgery shown out in real time are hugely popular - and can make surgeons into celebrities - they raise concerns about the marketing of such procedures to young women and girls and questions about whether cosmetic surgery should be turned into a form of entertainment at all.

‘A surgeon using Snapchat and other social platforms to literally bring fans into the operating room represents a bold and fresh twist that connects old and new media and will give us additional opportunities to attract and engage We TV viewers,’ said We TV president Marc Juris.



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