master class Engaging with your audiences through social media

30 SEPT & 1 OCT 2013 EBU, Geneva

PROGRAMME 2 PROGRAMME 3

Dear Colleagues,

We recognize the increasing need of broadcasters to build a meaningful relationship with their audience. EUROVISION ACADEMY is pleased to welcome you to our Master Class on engaging with your audience through social media. This Master Class brings together new research and case studies to help broadcasters reach the next level and become truly social, transform the way their journalists and programme producers connect with their audiences and build a meaningful and sustainable social relationship with them both on and offline

During this training, you will: - Learn how to build and sustain an interactive relationship with your audiences and consolidate customer loyalty. - Explore how you can encourage your fans to create content, moderate discussion and populate live feeds. - Review what you need to do in your broadcaster to ensure that every staff member is proficient in social media. - Use what you have learned in practical exercises and share your own experiences with colleagues to develop new ideas.

Please also take this opportunity to discuss your projects & challenges with Justin Kings, the trainer & a member of the EUROVISION ACADEMY Faculty, the guest speakers who have been convened to enrich the discussions and your European colleagues.

Hélène Rauby-Matta Business Development Manager EUROVISION ACADEMY 4

TRAINER: Justin Kings

MONDAY, 30 SEPTEMBER 2013

13:00 - 13:30 Introductions and objectives

13:30 - 15:15 The Eurovision Song Contest Story by Sietse Bakker, Event Supervisor −− Learn how the digital strategy for Europe’s biggest live TV event has evolved −− Explore its current social media strategy −− Discuss how ‘super fans’ are used to create content and moderate

15:15 - 15:30 Coffee

15:30 - 17:15 The Eurovision Song Contest and Social Media: What Next? −− Use your learnings and share your own experiences with colleagues to develop ideas for how the event could use social media in 2014 to deepen engagement and increase reach −− Receive feedback on your plans from Sietse Bakker

17:15 - 17:30 Key learnings

17:30 End of DAY 1 PROGRAMME 5 tuesday, 1 OCTOBER 2013

09:00 - 09:10 Recap of Day 1 and questions

09:10 - 10:15 Exploring Swedish Radio’s Journalism Handbook on Social Media Guest speaker: Jonas Edlund, On-line editor, Swedish Radio P4 −− Learn why Swedish Radio produced a handbook for all journalists and how they went about creating it −− Learn its main points −− Discover what the effect has been

10:15 - 11:00 SOcial News: Live −− Discover how broadcasters are using social media to populate live feeds on-line and the results −− Learn how the BBC is experimenting with the feed as a way of reusing broadcast content −− Includes video interview with Anna Doble, On-line editor, Channel 4 News

11:00 - 11:15 Coffee

11:15 - 12:40 Strategy case studies: BBC Radio 1/2 Guest speaker: Laura May Coope, Social Media producer, BBC Radio 1 −− Learn how social media has become part of these national radio networks’ strategies −− Discover how Radio 2 went about educating EVERY member of staff about social media −− Explore Radio 1’s philosophy of using social media to reward the listener −− Listen/watch samples of the network’s broadcast/digital content and discuss

12:40 - 13:00 Final conclusions 13:00 End of the Master Class 6

TRAINER

Justin Kings

Consultant, newsleader media consultancy and member of EUROVISION ACADEMY Faculty.

Justin is an experienced broadcaster and journalist passionate about producing the most engaging content and enabling others to do the same.

He is specialised in news and talk radio, multi-platform and social media projects. His services range from coaching to competitive analysis and focus groups to training.

From July 2010 to September 2013, he was Head of News at Bauer Media. In that capacity he managed and led journalists at CFM, Metro Radio, Magic North Network and TFM. He played a significant role in senior management team. He won 3 Sony Radio Academy Awards and nominated for a total of 25 industry awards. He was selected for the company’s executive leadership programme in 2012, developing smartphone / tablet app strategies.

Justin also acted as consultant for BBC radio, locally and nationally, and he has given social media training to 28 public service broadcasters in 2010!

Previously, he ran news and programmes at BBC London 94.9, achieving the radio station’s highest ever audience and he was Group News Editor for GCap Media, the UK’s largest commercial radio group. PROGRAMME 7

GUEST SPEAKERS

Laura May-Coope Social media producer at BBC Radio 1 and 1Xtra

Obsessed with big ideas, the internet and music, she leads the structure and development of social spaces for both radio stations; BBC Radio 1 and 1Xtra. She has spent 3 years building the station from its social media infancy into one of the UK’s most popular and engaging media brands.

Sietse Bakker Eurovision Song Contest supervisor

Since 2006, Sietse has been closely involved with the organization of the Eurovision Song Contest.

Since 2011, he has been Event Supervisor.

Jonas Edlund On-Line Editor, Swedish Radio

Jonas is on-Line Editor, at P4, the most popular channel of the Swedish Radio P4.

Jonas has been part of the project group responsible for the drafting of SR Social Media Handbook for journalists. Prior to joining Swedish radio in 2004, Jonas worked as a reporter for TV4 and for various papers and magazines. EUROPEAN BROADCASTING UNION L’Ancienne-Route 17a t +41 (0) 22 717 21 11 1218 Le Grand-Saconnex Ext +41 (0)22 717 21 50 Geneva, Switzerland [email protected] www.go-eurovision.com/cms/academy

Operating EUROVISION