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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
Organisational Structure

Holding company

Partner

Subsidiary

Subsidiary

Subsidiary

3


The Futur Organisational Structure

SINGLE

ORGANISATION

Partner

MERGE

MERGE

4

4


The missions of audiovisuel ext rieur de la france
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
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
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 impact1
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
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
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 for engagement

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
The strategy of impact for engagement (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


THANK YOU for engagement


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