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How AEF is meeting strategic challenges head-on

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

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  1. How AEF is meeting strategic challenges head-on HFCC Paris - Montrouge, 29 August 2012

  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 Futur 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, Côte 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. 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

  16. 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

  17. 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

  18. THANK YOU

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