ravin sampat #nismil
TRANSCRIPT
Engaging Stories:
BBC Panorama experiment on
Snapchat
Twitter: @_Sampat
What is Audience Engagement?Look at how we cover stories and the FORMATS we use
What PLATFORMS we should be covering these stories on
RELATIONSHIPS with the audience, tear down the walls and LISTEN
“I define audience engagement as getting our journalism in front of more audiences and more of the right audiences.” - Renée Kaplan, Head of Audience Engagement, FT
How do we go from….Traditional Digital FIRST
59 years - longest running investigative programme
The tv documentaryTo travel with migrants on the long road to Europe
Understand why, how, risks and dangers, how is Europe dealing with it?
1x30 min documentary on BBC One
1,500 KM in 9 days
Everybody is covering this story...BUT
The Approach
Use platforms like users do, and not the way we think they do
Analytics - what is our audience telling us? Are they engaging with the content on other platforms? Will it work on new platforms in different ways?
Competitors - how are our competitors using different platforms and how can we learn from them?
Kit bag2 X iPhone 6+ (+ back up iPhone 5) - Mic - Two battery packs - Relied on 3G, local sims and wifi
What we wanted to do with minimal production...but highest editorial standards
- provide video output on the road that went across our social channels and the BBC news website - edited on the go using iPhones, sent back to base using WhatsApp
- Interact with the audience in realtime- Enable the audience to get a behind the
scenes look at how docs are made- Take them on a journey of discovery
(our route)
Understanding SnapchatSend videos and pictures, both of which will self destruct after a few seconds of a person viewing them.
Add captions, filter, and other things on top like a doodle or lens graphic over top, and send it to a friend or your story
But wait a minute Ravin, why is the BBC telling serious stories on an app that’s for kids?
Snapchat Stories 2013
When it launched
Providing context and the Panorama feel
Video
Video
Having a narrative
Why did it work?Narrative IN APP FEATURES Used it as a user Promotion and engagement
Why did we try this experiment?
Reach younger audiences - one the BBC underservedVertical storytelling - which we can then migrate onto our own platformsHeritage meets digital - take current affairs into new types of storytelling, and share knowledge with traditional journalists and producers into thinking digitallyInnovation - we need to be as creative as possible and push those juices as far as we can
The reaction
