Let’s get real. We often see tension between radio station management and talent when it comes to social media. Management wants to build both station and show brands. Talent are often focused on elevating just their show brand but undoubtedly benefit greatly when the station brand is strong. [Read more…] about Show vs. Station Social Media: Creating a Win-Win
“It’s a fad.” “Where’s the ROI in that?” “How’s that going to drive ratings?” Radio managers and talent alike were skeptical of many of the biggest digital innovations when they first disrupted the industry and its operations. But today? These innovations build our brands, drive deeper connections with our listeners, and provide new platforms for monetization. Here are 25 digital innovations that have changed radio for the better:
Millennial moms are discerning. They expect authenticity and are drawn to brands that tell a compelling story with every touchpoint. Moms today demand more from your marketing than ever before.
As I shared on a recent panel at M2Moms, here are 3 things you should know when marketing to millennial moms:
- Think mobile first. Moms are meeting your brand on their phones, and they are a design-conscious audience that expects a cohesive user experience from in-store to TV to mobile. Given that 21% of Millennials don’t even use a desktop computer to go online anymore, being mobile responsive is no longer enough. Think about the mobile experience first, and then think about how that translates to desktop.
- Be transparent. They grew up with the Internet and know how to get information quickly and how to tell what’s legitimate. Many Millennials will dig into the source of information, particularly when they’re skeptical to begin with. So when it comes to creating content for your brand, make sure your t’s are crossed at all times. If not, be prepared to be embarrassed as your brand authority comes into question.
- Focus on the lifestyle. I know it’s painful to hear, but moms care about more than just your product. Your product is a tiny blip within the full (and often chaotic) life she is living. To build loyalty through marketing, think about the bigger picture. What is she doing when the need for your product arises? How is your product used in her daily life? Use content marketing and digital advertising to tell her you understand her—her needs as a whole and not just her need for your product.
- Segment your Millennial audience. A “one size fits all” approach is only good when it applies to a poncho in the pouring rain at an amusement park. Know which segment of the Millennial audience you’re talking to, and craft your message accordingly. Don’t believe me? Get a 22-year-old and a 34-year-old in a room together and tell me how much they have in common.
You need something new to spice up your wardrobe. You head to the mall and fall in love with a gorgeous pair of shoes. They’re shoes, and you need shoes. They’re beautiful, shiny and new, and you’ve seen them in every magazine as the hot new trend. If everyone says they’re hot, you’ve got to have them.
But what if they don’t fit?
Social media marketing is like shoe shopping. If the platform doesn’t fit your business, it doesn’t matter how attractive, shiny and new it is.
For example, if your target demographic is male 55+, Pinterest might not be the best fit for your social media marketing strategy. It’s beautiful. It’s all the rage. It’s driving traffic and boosting e-commerce. But it doesn’t fit because the demographics don’t line up with the target demo of your business.
Don’t let the allure of a gorgeous new social platform distract you from your goal. If it doesn’t fit, it doesn’t matter how attractive the platform (shoe or social!) is.
Photo credit: Foeck
Based on the digital landscape in radio today, here are 11 predictions for radio’s future in digital:
1. The fusion of on-air content and online platforms will be seamless.
As radio stations develop strong digital strategies for their on-air talent, the content and engagement of online platforms will be naturally integrated into the on-air show. As the request lines ring less and less, jocks will use texting, social media and website commenting platforms to add more listener interaction to their shows.
2. Air talent social media platforms will be owned by the radio companies who employ them.
Many of the major radio corporations are already enforcing company social media guidelines upon air talent for their individual and show accounts. While some may retain control based on a “grandfathered in” negotiation, many will lose control as they are required to follow specific rules and even give administrative access to corporate staff.
3. Air talent will be held accountable for their online results.
Website traffic and social media success will no longer be measured out of curiosity or used for bonuses only. Air talent will be required to meet quarterly goals set by management, for both the station website and their show’s digital platforms.
4. Stations will budget for social media third party apps.
To achieve results with social media, radio will invest in applications for scheduling, contesting, and analytics.
5. Podcasting will no longer be the redheaded stepchild of radio.
Radio will follow the model of television (think DVR, on-demand), super-serving the core listeners with on-demand listening. Instead of viewing podcasts as a threat to both radio’s ratings and budget, managers will innovate and restructure podcasts to create ROI, regardless of the minimal ratings return.
6. All stations will have mobile apps and websites.
As mobile website usage continues to rise, even the smallest companies will focus on the mobile optimization of their station websites, and will invest in reliable mobile listening apps.
7. Stations will own advanced video equipment.
As the pressure to incorporate video into digital strategies builds, stations will invest in video equipment for use in-studio, at promotional events, concerts, and client remotes.
8. Radio will invest in social gaming for branding and promotions.
As listeners become more savvy to standard online advertisements, digital strategists and sales managers will invest more money for better results, with creative branding campaigns and promotions using social gaming.
9. Radio sales executives will sell the entire brand, rather than just terrestrial radio.
As advertisers seek more creative, multi-platform ideas, radio’s sales superstars will view their station brand from a big picture perspective, creating unique solutions for clients that involve marketing from a variety of platforms.
10. The radio industry will become an early adopter to digital innovations.
We’ve watched the newspaper industry’s struggle to innovate, and we won’t be left behind. Radio companies will be exploring new innovations as they arise, mining them for revenue opportunities.
11. Social media strategists and content curators will be standard positions in the radio industry.
As radio’s digital efforts continue, companies will hire content producers and social media strategists to create online content, design individual station strategies, and measure results.
Get our your Magic 8 Ball and make a prediction of your own in the comments. I’d love to hear it!
Photo courtesy of Sassy-Stock at deviantart.com.