1 / 17

How AEF is meeting strategic challenges head-on

How AEF is meeting strategic challenges head-on. Hanoï, May 2011. 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.

mckissack
Download Presentation

How AEF is meeting strategic challenges head-on

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. How AEF is meeting strategic challenges head-on Hanoï, May 2011

  2. 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

  3. Organisational Structure Holding company Partner Subsidiary Subsidiary Subsidiary 3

  4. The Future Organisational Structure SINGLE ORGANISATION Partner MERGE MERGE 4 4

  5. 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

  6. 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

  7. How to impact? By existing By influencing 7

  8. How to impact? TO EXIST - DCCMS SELF-FINANCING DISTRIBUTION CONTENT COMMUNICATION MEASURE To be watched/ listened to French perspective Awareness Audience/ Ratings Advertising 8

  9. How to impact? Distribution/ Training Trend forecasting Strategy Marketing Performance: Research and Audience Management INFLUENCE 9

  10. Where to impact ? Priority countries for Audiovisuel Extérieur de la France through 2013 - AFRICA - NORTH AFRICA & MIDDLE EAST - WORLD 10

  11. Africa - French-speaking Africa: Senegal, Guinea, Democratic Republic of Congo, Republic of Congo, Cameroon, Togo, Cote d’Ivoire, Niger, Burkina, Benin, Chad, Gabon, Djibouti, Madagacar - English-speaking Africa: Nigeria, South Africa 11

  12. North-Africa / Middle-East - North-Africa: Morocco, Algeria, Tunisia - Middle East: Egypt, Iran 12

  13. 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

  14. 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

  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 15

  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 16

  17. THANK YOU

More Related