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How AEF is meeting strategic challenges head-on. HFCC Paris - Montrouge, 29 August 2012. What is Audiovisuel Extérieur de la France’s goal?. To impact the international media arena In order to do this, AEF is modernizing its organisation. 2. Organisational Structure. Holding company.
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How AEF is meeting strategic challenges head-on HFCC Paris - Montrouge, 29 August 2012
What is Audiovisuel Extérieur de la France’s goal? To impact the international media arena In order to do this, AEF is modernizing its organisation 2
Organisational Structure Holding company Partner Subsidiary Subsidiary Subsidiary 3
The Futur Organisational Structure SINGLE ORGANISATION Partner MERGE MERGE 4 4
The missions of Audiovisuel Extérieur de la France Develop the French presence on the global media scene Influence of France Promotion of « Francophonie » Contribution to « Francophilie » Build a strong pluri and multimedia offering Diversity of viewpoints Cultural and linguisticdiversity French and Francophone values Improve the quality and the efficiency of the Audiovisuel Extérieur offering Synergies Partial self-financing Modernize the management of Audiovisuel extérieur de la France 5
Which key elements? Determine priority regions History, privileged relationships, strong geostrategic interest Determine target audience in relation to the region Create a base of viewers/listeners in order to better penetrate said region Define a language strategy Choice of languages to be developped for broadcasting/the web (including local languages: Swahili, Haussa, Persian…), or subtitles • Reach the maximum number of people in a maximum of countries • Influence of our language, our values, our point of view 6
How to impact? By existing By influencing 7
How to impact? TO EXIST - DCCMS SELF-FINANCING DISTRIBUTION CONTENT COMMUNICATION MEASURE To be watched/ listened to French perspective Awareness Audience/ Ratings Advertising 8
How to impact? Distribution/ Training Trend forecasting Strategy Marketing Performance: Research and Audience Management INFLUENCE 9
Where to impact ? Priority countries for Audiovisuel Extérieur de la France through 2013 - AFRICA - NORTH AFRICA & MIDDLE EAST - WORLD 10
Africa - French-speaking Africa: Senegal, Guinea, Democratic Republic of Congo, Republic of Congo, Cameroon, Togo, Côte d’Ivoire, Niger, Burkina, Benin, Chad, Gabon, Djibouti, Madagacar - English-speaking Africa: Nigeria, South Africa 11
North-Africa / Middle-East - North-Africa: Morocco, Algeria, Tunisia - Middle East: Egypt, Iran 12
Rest of the WORLD - EUROPE :UK, Netherlands, Germany, Poland, Romania, Russia, Turkey - NORTH AMERICA: USA, Canada - SOUTH AMERICA: Brazil, Argentina, Mexico - ASIA : China, Vietnam, Indonesia 13
How to measure impact: the engagement contract (traditional view) Interaction Engagement Involvement = + • AEF has traditionally measured the engagement factor, a combination of 4 drivers Influence + Intimacy + • The particular media (Rfi, France 24) can be thought of as a brand in this configuration, and it is the impact of the brand that we are measuring (see next slide) • The engagement measure is particularly important to execute our commercial strategies, in the relevant markets 14
How to measure impact: traditional performance indicators for engagement Interaction Involvement Intimacy Influence What to track Chaînes TV EPG/OS Network • TV viewership • Radio listenership • Visitors to a site • Mobile application use • Subscriptions (to email, RSS, etc.) • Actions within a page • Community/forums contributions, ratings • Interactions by phone-in (for radio programs) • Sentiment measured in comments and discussion forums • Feelings measured through panel • Forwarded content • Friends or fans in social networks • The rate at which content spreads over time Terminal How to track • Quantitative studies, web analytics, subscriber data, consumer surveys, online panels • Web analytics, social media platforms, mobile analytics, online panels • Qualitative studies, survey responses, focus groups, online panels • Qualitative studies, social media platforms, ad-hoc surveys, online panels 15
Qualitative studies Quantitative studies/ Phone survey (crisis regions) Interactive media/web users through forums, emails… Constitution of a panel of users How to measure impact? ESTABLISH PERFORMANCE INDICATORS SATISFY THE ENGAGEMENT CONTRACT Results/Audiences Influence / Image Communication Feeling of being heard Builds loyalty Testimonies Feeling of beingintegral part of the news 16
The strategy of impact (AEF enriched view) • AEF has recently come up with a refined view of impact Engagement Involvement Interaction Intimacy Impact EmotionalInvolvement Influence Propensity to consume AEF content with others or to share/disseminate AEF content 17