Social Media Quarterly Roadmap May 10, 2010

Top Goals Increase engagement on PBS.org and station web sites Utilize social technologies to capture new audiences Increase monetization opportunities

Current Stats 55% of producers and 40% of stations are using a PBS provided social media product 60% of stations are on Twitter, and 77% are on Facebook Twitter Followers 260,000+ PBS Facebook Fan Page Likes

Social Media in 2009 StoryBoardComments EngineSocial Bookmarking Button Engage Web SiteFlickr Factory

Platform Evolution Comments Engine Built out of house and supported in-house Engage Comments Engine saw wide adoption and usage, most popular product After 12-months of usage, needed a major update Commercial solutions evolved & became more powerful Brokered a national deal with a commenting service (Disqus) to provide a much enhanced user experience and administrative control

Platform Evolution Social Bookmarking Built and supported in-house Offered a variety of visual styles Basic tracking via Google Analytics Build and supported out-of-house “Sharing 2.0” lets users connect to their social network accounts for frictionless sharing Robust tracking and analytics via Gigya

Platform Evolution Engage Website Aggregated social activity across PBS sites Provided editorial opportunities (live-chats, blogging) Aggregation aligned with Topic verticals Fewer editorial requirements New hub of activity

Major Roadmap Highlights Q2, 2010Q3, 2010Q4, 2010Q1, 2011 New Share Experience StoryBoard v.2 Direct video upload New user interface COVE/Merlin/Disqus/Gigya integrations Facebook Open-Graph integration PBS Shows, and characters ingested as open-graph items via meta-data tagging Socially relevant related content widgets deployed to high-traffic areas of PBS.org Community Discussions v.1 Basic discussion board functionality Q2, 2011Q3, 2010Q4, 2011Q1, 2012 Community Discussions v.2 Commenting, UGC app integration and modules for stations and producers Playlist service Empower users to create playlists of PBS content (video and non-video) as well as share those playlists with others. User Activity Streams User activity across the site is syndicated back to their social networks Aggregated view of site- activity visualized on Community site.

Share 2.0 Target Launch: June 2010 Utilizes social network logins to create a frictionless user sharing experience, users never leave PBS.org to share with their friends Robust analytics on shares, users, and return traffic from sharing activities Can be tied to user actions such as prompting the user to share a video after watching an episode Will also be included in new global header for PBS.org Next Steps: Onboard producers into Gigya for analytics Test/QA implementation

StoryBoard 2.0 Project Goals Create an extensible solution for the collection, curation, and syndication of multi-media user generated content Provide the opportunity for submitted content to easily flow between local and national online experiences Vision Create a pathway by which user generated content can become a first-class citizen in PBS online experiences.

Most Requested Features Direct uploading of videos Multi-image uploads Separate modules for content submission and display Easier sharing of stories between sites and experiences Simpler deployment and management options Streamlined moderation and management of submitted content, including searching and filtering Multiple display modules – Geographic/Map – Timeline – Image Gallery – Widgets – Customization of colors, and image assets in all display modules

How It Works 1.Users submit text, images, videos 2.Curator edits/approves submissions 3.StoryBoard syndicates approved content to select destinations

Project Timeline Envisioning occurred in December 2009 Greenlighting in April Technical scoping/estimating in May Visual Design in May Technical build begin in June Deployment in August (needed for Baseball, Circus, and Freedom Riders)

Social Network Integrations Meta-tags Widgets

Open Graph-Meta Data For Shows, characters, or other ‘nouns’ we can enhance PBS’ visibility inside Facebook and other social networks by implementing meta-data tagging our sites and pages with additional meta data based on the OpenGraph standard.

Social Network Integrations Facilitate frictionless sharing and content recommendations across PBS online experiences. Platform agnostic “Liking” or rating Socially relevant activity streams and content recommendations (cross social-networks)

Community Discussions Hub of conversation across PBS engagement opportunities Evolution of the Engage web site Eventually meant to replace existing Engage web site Prominently feature all of the social experiences and actions taking place across PBS online experiences, an “Activity Feed” for the whole site, including what your friends are doing.

Playlist Service Empower users to create multi-media playlists of PBS local and national content – Video – Sites – Pages After creation, users then can publish and share their playlists publically Rather than create favorites or bookmarks just in the Video portal, lets users favorite, save, and share their favorite cross- platform content

User Activity Streams UUA integration Aggregated social activity across the ecosystem Modules for station and producer sites powered by Community Discussions site A visualization of all of the activity you have done across PBS ecosystem of sites and applications. – Example: Jonathan just watched FRONTLINE at PBS Video, Billy just commented on NOVA Science Now, Jane rated Sharks 4-stars, etc

Parking Lot Global commenter profiles (see the comments you’ve left across sites within your account) Google FriendConnect integration Ratings service