how aef is meeting strategic challenges head-on
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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. - PowerPoint PPT PresentationTRANSCRIPT
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How AEF is meeting strategic challenges head-on
HFCC Paris - Montrouge, 29 August 2012
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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
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Organisational Structure
Holding company
Partner
Subsidiary Subsidiary Subsidiary
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The Futur Organisational Structure
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SINGLE
ORGANISATIONPartner
MERGEMERGE
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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
Cultural and linguistic diversity
Diversity of viewpoints
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
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Which key elements?
Determine target audience in relation to the region
Determine priority regions
History, privileged relationships, strong geostrategic interest
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
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How to impact?
By existing
By influencing
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How to impact?
TO EXIST - DCCMS
DISTRIBUTION
To be watched/ listened to
COMMUNICATION
Awareness
MEASURE
Audience/ Ratings
SELF-FINANCING
Advertising
CONTENT
French perspective
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How to impact?
INFLUENCE
Trend forecasting
Performance: Research and
Audience Management
Marketing
Distribution/Training
Strategy
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- AFRICA - NORTH AFRICA & MIDDLE EAST - WORLD
Where to impact ?Priority countries for Audiovisuel Extérieur de la France through 2013
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- 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
Africa
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- North-Africa : Morocco, Algeria, Tunisia
- Middle East : Egypt, Iran
North-Africa / Middle-East
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- NORTH AMERICA: USA, Canada
- SOUTH AMERICA: Brazil, Argentina, Mexico- ASIA : China, Vietnam, Indonesia
- EUROPE : UK, Netherlands, Germany, Poland, Romania, Russia, Turkey
Rest of the WORLD
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• AEF has traditionally measured the engagement factor, a combination of 4 drivers
How to measure impact: the engagement contract (traditional view)
Engagement += Involvement Interaction Intimacy+ + Influence
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
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How to measure impact: traditional performance indicators for engagement
NetworkChaînes
TV Terminal EPG/OSInteraction Intimacy InfluenceInvolvement
What to track• 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
• 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
How to track
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Quantitative studies/ Phone survey
(crisis regions)
Constitution of a panel of users
Qualitative studies
Interactive media/web users through forums, emails…
Influence / Image Results/Audiences
Testimonies Feeling of being integral part of the news
Communication Feeling of being heard Builds loyalty
ESTABLISH PERFORMANCE INDICATORS
SATISFY THE ENGAGEMENT CONTRACT
How to measure impact?
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The strategy of impact (AEF enriched view)
AEF has recently come up with a refined view of impact
Emotional Involvement
InfluencePropensity to consume AEF content with others or to
share/disseminate AEF content
EngagementInvolvementInteractionIntimacy
Impact
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