Why direct consumer connections?
For any business, knowing its fans and building a relationship
with them is vital for a successful future. This focus is
helping to drive the continued growth of our biggest brands.
In 2011/12, BBC Worldwide's top five brands accounted for 30% of
headline sales, and the top 12 for 47%, up from 24% and 36% just
three years earlier. Understanding consumers enables us to have a
far better chance of giving them what they want, when they want it,
and how they want it. This becomes even more important in the
rapidly changing world in which we operate.
Investing in fan relationships can help grow consumer loyalty
towards a brand, extend consumer interest to similar brands in a
company's portfolio and eventually, by the fan becoming an advocate
for a brand, grow its engagement within new
The growth of social media platforms has given businesses another,
and more direct, means of communication. The functionality of
platforms like Facebook and Twitter allows companies to build
brands and move from a traditional consumer relationship to one
where the consumer can be an actively engaged fan.
How we are doing it?
BBC Worldwide is evolving from a predominantly
business-to-business organisation to one which has a strong
business-to-consumer focus. We are building direct consumer
relationships through our websites, social media, consumer
products, mobile applications, games and live events, and in
particular through our biggest brands which have scale and global
Specifically we are harnessing direct consumer connections by:
Building an electronic customer database to tell consumers about
our brands, products and services
Focusing on marketing our brands to core fans and increasing
revenue per fan
Extending our existing analysis of the BBC brand globally,
covering more territories and all key brands
Enhancing our existing e-commerce offering to grow deeper
relationships with our consumers
Our target and progress against it
We have been increasing our investment in consumer insight and
sharing this insight across the company. Over the past year we have
invested in global segmentation studies for Doctor Who, BBC Earth
and Top Gear and this consumer understanding is helping shape
how we grow these brands in new territories and new formats.
We have increased investment in consumer engagement, most
particularly in social media and electronic Customer Relationship
Management (eCRM). This will allow us to personalise each offer and
to communicate other products or services which may be of interest
to the consumer, based on each consumer's preference. In the last
year we've doubled our customer contacts from 2.3m to 4.6m and are
setting up a single database with eCRM functionality for all our
consumers. A new team has been established this year to
lead eCRM and continue to drive consumer acquisition and the
average revenue per fan.
In addition we continue to invest in an e-commerce offering on
bbcshop.com to provide our customers with an improved consumer
Social media sites are proving rich platforms on which to
interact with our consumers. In the last year we have used skills
and knowledge learnt from building successful profiles for our key
brands on Facebook and Twitter to drive interaction across our
portfolio of brands. Facebook fans of BBC Worldwide's global brands
grew to over 23m. This year we have experimented with different
ways of interacting with fans on social networks to drive consumers
to our range of offers for each brand, including our own websites.
Now 39.6% of the Top Gear website's traffic is directed from
Live Events form a key part of our strategy of extending and
deepening consumers' relationship with our brands. The breadth of
Live Events we offer has grown significantly over the last year,
and our ambition is for this to double again within the next year.
Launches in the year included the Doctor Who Symphonic Spectacular,
which sold out in Melbourne, the fifth Strictly Come Dancing Tour
and the CBeebies Live event. More details can be found in the Performance Review.