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Stephanie Winans

Business & Marketing Strategy Consulting

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Marrying Radio and Digital: Challenge #2

May 18, 2012 by Stephanie Winans 1 Comment

This is the second part of the four part series called “The Challenges of Marrying Radio and Digital.” Read part one here.

Challenge #2: Strategy

So a lot of us have accepted that as technology evolves, so is the radio industry. But acceptance is only the beginning; we must create a winning digital strategy to excel.

Do You Have One?

Digital ventures are no different than any other business pursuits. You need a strategy before you begin. While you might be shaking your head thinking “well that’s a no brainer”, consider social media. Many radio stations and morning shows created Facebook, Twitter and YouTube accounts, jumping on the bandwagon with no strategy in mind, never dreaming of the marketing opportunity it would become.

If your company doesn’t have a clear-cut digital (and social) strategy yet, develop one now. And if your company has already created a winning strategy, take a look at how your strategy is being executed- from the top of the company to the bottom.

While it begins with upper management, your digital strategy must be communicated on every level- down to air talent, promotions staff, and interns. Talk to the people who execute your digital efforts on a daily basis to eradicate any weaknesses. The strategy must be flexible to be successful. Evaluating and adapting it often will keep you cutting edge as technology constantly evolves.

Getting the input of your staff will ensure your strategy is realistic, so that it works in practice and not just in theory. They will also be more likely to support the strategy and strive for success if they helped create it.

Define both the big picture goals and the task-oriented goals. Share your philosophy on why you think each digital platform is important, and what you hope to achieve by using it. This is just as important as passing along the guidelines and requirements for your staff. Think like the military and show your “soldiers” how their jobs contribute to the mission to create both passion and accountability.

Are Your Goals Well Defined?

As our knowledge and research of new digital platforms increase, make sure your strategy stays on target by re-evaluating your goals often. For example, the social media focus for many radio stations is misguided. Often the only goal measured is quantity. While every brand (not just radio) strives to build a large online community, those who do social media well understand that the quality of engagement within the community is more important than the size.

Because radio has the opportunity to build big social media promotions with prizes that other brands could only dream of securing, many stations and shows boast large numbers of likes and followers. However, the focus should extend beyond the goal of racking up numbers. The end goal should be conversion- turning casual listeners into P1 listeners by engaging and building relationships around the brand- its music, its air talent, its promotions. After all, we want to use social media to increase ratings, not for bragging rights that go no further than water cooler talk.

Martin Raab has led the marketing and strategic development of over 100 popular brands including ESPN Radio and FOX Sports Radio. He is currently Senior Vice President of Reach Media Inc., where he directs Marketing/PR/Communications, Events and Social Media for the Tom Joyner Morning Show and others. I love his focus on providing an experience for the listener to achieve success:

“Convergence really is a word of motivation. There’s more opportunities to speak to your audience and consumer, but nothing’s changed. You still need to engage with them in a way that’s meaningful to them. It’s not about you. It’s all about them. Celebrate them and you’ll celebrate your own success.”

Is It a Piece to the Puzzle?

While social media, mobile apps, and each interactive digital component on your website can seem like it’s own entity, remember that any digital enterprise is just an extension of your radio brand. Use these new innovations to support your brand positioning. From on-air to online (via the web, phone, tablet or car), the message listeners receive should be the same.

As social media should fit as a piece to your Marketing puzzle, and mobile apps, streaming and podcasting complete your Programming strategy, all digital efforts should support the end goal- to increase ratings. A strategy that makes digital a complement, not a supplement, to the on-air brand is key.

Angela Perelli, Senior Vice President and beloved Talent Coach at The Randy Lane Company, describes the challenge many stations face with finding a balance in convergence:

“What we’re finding with our clients is that the priorities have shifted almost too far over to the digital side, at the expense of what’s coming out the speakers. The best digital content for radio, especially morning shows, continues to be content that either started first from the radio show (e.g. extended video of a street stunt executed that morning) or that precedes an on-air segment (posts that ask for comments and stories that can be used on-air).”

Create, re-evaluate and test your strategy until your station’s digital efforts support your company’s quarterly (annual, and overall) goals. While merging radio and digital is important, the integrity of the on-air broadcast will always remain priority #1.

Are You Maximizing Your Strengths?

While competing with our pure play competitors means we need to embrace digital as we offer more listening options, it doesn’t mean we should overlook radio’s strengths as a medium. New media competitors can’t compete when it comes to the emotional connection radio builds with its listeners. As MC Hammer so (in)famously sang, they “Can’t touch this”.

I agree with Fred Jacobs, President of Jacobs Media and one of the most respected digital minds in radio, who says getting back to the basics will help maximize our strengths:

“Broadcast radio is challenged by new media in multiple areas, but its best course of action is to get back to its basics – personality, local connections, and an emotional bond with the audience.

We see broadcasters getting caught up in doing “random acts of digital,” rather than going through the difficult exercise of hammering out a viable digital strategy. Our recently released Techsurvey8 (170 stations, 12 formats, 57,300+ respondents) is an effort to help broadcasters do just that – identify their digital footprints and go from there.

In this study, we also learned that the weaknesses of pure plays like Pandora – lack of a human touch and local roots – are radio’s strengths. The emotional triggers for radio – providing companionship, an escape, and helping listeners get in a better mood – are its unique media strengths. These elements work well in the social space, too.

All of this becomes amplified when you consider that the next battleground is the car. As more consumers have access to numerous options via in-dash entertainment systems, the pressure for broadcasters to offer unique, meaningful local programming will be intensified.

A mobile strategy is no longer ‘optional equipment,’ as smartphones and tablets are proliferating at a high rate of speed.”

The results of TechSurvey8  show what we already knew- that radio’s strengths are the weaknesses of our new media competitors. Just like any other business strategy, the goal with digital innovation is to maximize our strengths (not scratch them and start over).

Filed Under: Uncategorized Tagged With: challenges, engagement, management, marketing strategy, mobile, social media, social media strategy

Why Tweet? 7 Reasons Your Strategy Should Include Twitter

January 15, 2012 by Stephanie Winans 1 Comment

“Twitter is not a technology. It’s a conversation. And it’s happening with or without you.” –@charleneli

It’s true. Your listeners are tweeting. Whether you’re rocking Twitter, have neglected your Twitter account or have never even signed up, people are tweeting about your brand- the station, the personalities, the music, the events.

As of September 2011, there were 100 million active users on Twitter. It’s is a social media powerhouse that radio shouldn’t overlook. If statistics alone aren’t incentive enough, here are seven reasons your station’s social media strategy should include Twitter:

1.    It’s popular. In 2011, Twitter topped an annual list of most-buzzed about social networks conducted by Zeta Interactive. According to Mashable, “these rankings measure both volume (number of mentions in more than 200 million blogs, social media outlets and online posts) and tone (comparing positive and negative buzz).”

2.    It’s a free focus group. You can manage your brand reputation by using Twitter to monitor what is being said about your station as well as the shows, personalities and music you feature. Use Twitter search to keep an eye on conversations about your station or competitors. Ask questions about new music, features or shows to get honest feedback about what listeners like and don’t like.

On Facebook, you only have access to the comments listeners make on the station wall. With Twitter, following the listeners who follow you gives you access to their stream of tweets.

3.    Contesting is easy. Running a contest or promotion on Twitter is simple, with no budget for third-party apps required. Twitter’s official contest rules are much less rigid than those of Facebook.

4.    It’s a resource for show prep. Use Twitter Lists to organize the accounts you follow. You can create separate lists for entertainment news, local news, and other stations or shows that inspire you. Twitter trends also provide entertaining on-air topics.

5.    It’s helpful for on-air interviews. Celebrities prefer Twitter, and many personally manage their own Twitter accounts. Air talent can use Twitter to research their guest before an on-air interview. They can reach out before and after the interview, increasing the station’s exposure to the artist’s fans all over the world. Tweeting links to audio, video, or pictures of an interview draws web traffic from more than just the artist’s fans in your market.

6.    You can tweet often. Research from KISSmetrics shows that it is optimal to tweet 1-4 times an hour. The frequency etiquette of Twitter gives you leeway to post a variety of content daily- contests and promotions, music news, concert updates, breaking news, entertainment stories, and character tweets from your air staff.

7.    There is opportunity for creativity. Television is a great example of how Twitter can transform a one-way broadcast into an interactive experience. The X Factor used #hashtags, encouraging viewers to tweet #IAmSimon, #IAmLA, #IAmPaula or #IAmNicole to show their affinity for a certain judge’s comments during the show. They read the tweets aloud in real time to get viewers more involved in the show.

Whether you’re already a pro or just getting started, exploring new ways to use Twitter will create value for your station’s online brand.

Have ideas or other uses for Twitter to share? Leave a comment or send me a tweet @StephanieWinans.

 

-written for Radio Ink Magazine

Filed Under: Uncategorized Tagged With: creativity, focus group, frequency, interviews, marketing strategy, show prep, social media strategy, television, twitter

5 Tips for Online Success in 2012

January 5, 2012 by Stephanie Winans Leave a Comment

January is an optimistic month that connotes a new beginning for business owners and managers. New budgets and new goals bring a clean slate full of opportunities to succeed.
Amidst these opportunities for success lies your station’s online presence. Make your online brand a priority in 2012 with these five tips:

1. Define your goals.

Do you want to increase your number of Twitter followers, Facebook likes or YouTube subscribers? Would you like more traffic on your station website? You can’t measure progress if you don’t know what your goals are.

Ask your staff for input. The people who implement your online strategy on a daily basis are likely the same people who know its weaknesses best. Ask your webmaster, social media manager, promotions team and air talent for their insights.

2. Assess your competition.

Take an objective look at other stations in your market. Is their website superior to yours? Do they have more participation from listeners on Facebook, Twitter, or YouTube? Comparing their online brand to yours will help you create goals for 2012. If they have a competitive edge over you online, check in regularly to learn what they’re doing right.

If your station is sitting pretty compared to market competitors, compare your brand to successful stations outside your market. There is always room for improvement.

3. Develop frequency strategies.

How often will you be tweeting or posting on Facebook? How often would you like your air talent to post a blog on the website? Develop minimum frequency goals and stick to them. This will ensure your website and social networks don’t get stale. If social media participation isn’t an issue, consider a maximum frequency goal to ensure you aren’t over posting or tweeting.

Plan a meeting to discuss frequency parameters with your staff to ensure that the strategy is realistic. The goal is to increase participation, not to stifle it. Their input will generate attainable goals you can work toward as a team.

4. Make it easy for air talent to manage the station’s social networks.

Choose a social app to manage various social networks. Your air talent will be able to manage the station accounts and their personal accounts from one interface, increasing their participation. Because air talent participation humanizes your station accounts and showcases the personalities you have on staff, it’s important to get them involved.

Your social media manager can also schedule some of your promotional tweets and posts so your message reaches a larger percentage of your audience. Social Bro, Buffer, Hootsuite, and Market Me Suite are a few of my favorite apps.

Many apps will even tell you when your audience is “listening”, which helps you understand the best times to post important information about contests or promotions.

Make your air-talent page admins of the station Facebook page so they can post content without logging out of their personal account. (You can always revoke access later, if necessary.)

5. Follow up.

Don’t wait until 2013. Evaluate progress and re-evaluate your strategy quarterly. Because the Internet is an ever-changing entity, a winning strategy isn’t static. Regular evaluation of both your efforts and the changing online environment will ensure you’re celebrating with your staff at the end of 2012.

 

-written for Radio Ink Magazine

Filed Under: Uncategorized Tagged With: apps, frequency, goals, management, marketing strategy, social media, social media manager, social media strategy, talent

Content Tips for Social Media Success

October 27, 2011 by Stephanie Winans 2 Comments

Content is king. It’s what gets you new likes and followers on Facebook and Twitter, and it’s what keeps existing fans coming back for more. To engage listeners and increase your station’s online following, create a social media content strategy and share your focus with your staff.

To plan your strategy, make listeners your first priority. What do listeners want or expect from your station’s social media efforts? To answer this question, measure your current efforts and ask them directly.

Measure your current posts on Facebook using Facebook Insights or another third-party analytics application. Which posts receive the most exposure, the highest level of engagement, and the highest “talking about this” rating? On Twitter, which posts get @replies or retweets? You can also ask your listeners’ opinion using Facebook questions or a poll on your website.

Here are a few content tips to help you craft your own content strategy:

  • When promoting your social networks on-air, use words that focus on the listener, and not the station. (Think “what’s in it for them”, not “what’s in it for us”.) Promote what the station’s social media accounts have to offer the listeners instead of just requesting likes, which can sound desperate on the air.
  • Respond to listener questions. Listeners are more likely to ask a question on Facebook or Twitter than to call or email the station. If you don’t know the answer, find it.
  • Share concert announcements and music news. You are your listeners’ source for music information.
  • Post information about station promotions and events. Include the basic details and a link to your website for more information.
  • Post pictures and videos of in-studio celebrity interviews or performances, and at concerts. Create excitement about the interview or show by posting mobile uploads during the event.
  • Promote an upcoming guest by soliciting for listener input on what you should ask during the interview. When you use their questions, tell the guest the question is from a listener on Facebook or Twitter.
  • Share what’s happening behind the scenes. It’s no secret that listeners love seeing what goes on off the air. Share stories, pictures or videos to give them a peek “backstage”. This will make them feel like they’re part of the show.
  • Integrate social media into your on-air topics. Get listeners who post entertaining comments on-air, or read their responses along with their name and the source.
  • Listen to what your listeners are talking about online. 50% of conversation is listening, so make sure you pay attention to what is being said about your brand. Twitter search is an easy way to keep tabs on conversation about your station or show.
  • Plan a social media-intensive promotion. Use a third-party application to run the contest legally within the Facebook framework, or host the contest on your station website and promote it on your social networks.
  • Use Facebook, Twitter or even YouTube to share exclusive hints to a big on-air or text promotion.
  • Plan a picture of the day campaign for Facebook and Twitter. Post a different picture of your staff as your profile picture each day. Tease the picture on-air.
  • Conduct a fan of the day or fan of the week promotion by highlighting an active online follower. Create a graphic that includes the fan’s picture and interesting information about him or her. Mention the fan briefly on-air to draw attention to the promotion and encourage others to join the online conversation.
  • Conduct a scavenger hunt in your market for prizes. Use social media to post hints on your location. Post mobile uploads to Facebook and Twitter for a visual hint.
  • Create an entertaining on-air segment or promotion around social media. Read a funny status update or tweet of the day. Include Twitter trends in your entertainment report. Plan topics like “Facebook Court” to help listeners decide if they should unfriend someone.

-written for Radio Ink and The Randy Lane Company

Filed Under: Uncategorized Tagged With: engagement, facebook, followers, marketing strategy, on-air content, online content, social media, social media manager, talent, twitter

Facebook Page Changes: Are People Talking About You?

October 14, 2011 by Stephanie Winans Leave a Comment

Facebook has been busy making changes. While most of the latest additions to the Facebook framework affect the design and interaction of personal profiles, there is a new metric radio managers should be aware of, and new ways to measure your social media goals using Facebook Insights.

The “Talking About This” Metric
The new metric is called “Talking about this”, and lives below the number of likes on your fan page. Defined by Facebook, it “indicates how many people are actually talking about your business to their friends.”

It’s important because it is a public measurement of your Facebook fan page’s engagement. Your listeners can see this and may decide whether to like your page based on this number, which represents the strength of your content and engagement. Radio stations will need to focus on social media content because this new metric doesn’t care about big promotions designed to get likes.

Likes have been the focus of many recent radio marketing campaigns, similar to strategies of other brands active on Facebook. While the “Talking about this” metric will not directly affect your number of likes, it will shed some light on your Facebook activity, which may affect the number of future likes you receive. The higher the number, the more compelling your page’s content, and the more likely listeners are to like your page. So, if your strategy ends at the big Facebook promotion, you may need to shift focus to your online content.

What exactly does Facebook measure to determine the “Talking about this” number? User generated activity, including:
•    Listeners’ posts to your page wall
•    Listener likes, comments, or shares of your posts, videos, pictures
•    Listener mentions or shares
•    Response to events
•    Photo Tagging

While this new statistic will be helpful in determining the engagement between your station or show and its Facebook fans, it isn’t the only one you should be using to measure your progress.

Using Insights to Measure Engagement
Observe the page posts Insights to determine which posts receive the most exposure, the highest level of engagement, and the highest “talking about this” rating. This will help you determine what types of content your audience responds to most. Do concert announcements, music and entertainment news, hot opinion topics, or contests and promotions get the most activity? Monitor your posts to determine what content your listeners want from your brand.

In addition to measuring your likes (and unlikes) and the new metric “Talking about this”, you should be using Facebook Insights to monitor Friends of Fans and Weekly Total Reach.

Friends of Fans is the number of unique friends of your fans (including your fans themselves), and Weekly Total Reach is designed to assess how many people have seen any content associated with your page. These measure your total exposure, which isn’t limited to the listeners who comment or like posts. (There are plenty of social media voyeurs out there, so these stats shouldn’t be overlooked.)

You can attend webinars and read articles (even mine) all day long, but monitoring what works for your station or show is the best way to achieve your social media goals. Focus on content, and monitor your success, tracking what works and what doesn’t work for you.

If you’re new to using Facebook Insights, or want to read more on the recent changes to Insights, download the Facebook Page Insights Product Guide. You can find the link in your page’s Insights menu (imagine that!).
-written for Radio Ink

Filed Under: Uncategorized Tagged With: engagement, facebook, insights, management, marketing strategy, online content, social media, social media manager, statistics

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