Archive for the ‘Facebook’ Category

Statuses

The Last Contest on Facebook

In Facebook,Revenue Generation on November 28, 2011 by radioray1025 Tagged: ,

If you remember the famous Last Contest by Jack McCoy on KCBQ San Diego, you are older than me (I only heard the airchecks–really)  But there is a way you can play something similar, generate revenue, add fans to your Facebook page, get viral exposure, AND have a shot to add a bit of listening to the station for ratings pop.

First, lets grab a few concepts you already know or have probably seen at some point.  Of course there’s Jack’s famous (and probably still owned by him) Last Contest with perhaps the greatest on air imagery and promos ever.  The killer promotion of the 80’s was the Incredible Prize catalog or similar contests (Checks in the Mail, etc).  While direct mail worked then (and still works today) radio can not or will not spend the cash for it.

photo from PointToPointMarketing.com

Here’s how to make your own.  Thanks to IKEA, we already have a model that works.  With this particular promotion, be certain you use a third party Facebook app to execute to stay within Facebook TOS guidelines.

  1. Post a “prize photo” or “photo gallery” (preferably with client prizes a listener might want to win)
  2. Have listeners “tag” the photos of the prize they want to win
  3. Call either prizes or listener names on the air to get winners.
  4. You might even trickle the prizes into the gallery to draw more activity

IKEA had a bit of a different take on the promotion, but it’s the same basic idea.

The third party app keeps you on the good side of Facebook TOS.  I’d suggest a good quality site (and yes the app WILL cost you a little bit of money between $30-$100) like SocialAppsHQ as an operator.

You get juice and cash from good client prizes, add fans to your Facebook page, and get in the news feed of your listeners (through photo tagging) which attracts THEIR Facebook fans to your page and your station.  The execution of a radio contest is something you already know better than anyone else.

It’s simple.  It makes use of the viral nature of Facebook.  And it could influence a few diary mentions as a side benefit.

Advertisements

Statuses

Radio’s Relevance Gap With Facebook Users

In Facebook on November 2, 2011 by radioray1025 Tagged: , ,

Yea but is it relevant?

from YouBloodyRipper.com

Knowing what is going on in your local market is supposed to be the difference between radio and other media.  We think we know our markets best.  We think we are relevant.  We post regularly on Facebook, or Tweet like madmen.  Surely we are in the front of our markets.

Arbitron did a study recently on social media.  The gist of their conclusions was radio does a poor job. It’s understandable.  We think as BROADcasters.  Many of us have spent careers looking for the biggest possible audiences.  This social media thing is the opposite of that.  I don’t think we really get how far off target our Facebook efforts are to the real world.

Two disclaimers here.  One, the study is not a formal Arbitron study and thus has statistical issues.  Based on my observation the study is dead on target.  Two, many of the points made by the study’s author have been reiterated on this blog for the past two years.  It’s not new news and we’ve not changed our tactics.

How many people play contests on your radio stations?  Survey after survey, back when that research was commonplace, showed 3-5% of contest players was a big number for a station.  So why do stations spend as much time on Facebook as they do hyping contests?

The FB study above shows the average station gets 7% of its cume to it’s Facebook page.  Country is higher at 19%.  That number appears very generous to me, especially when you look at the cumes from PPM markets for country where FB:cume ratio of a leading country station is 2%

Here’s an experiment you can do in your market.  This exercise is NOT for the faint of heart.  You will be exposed for what you are on Facebook in this test.

Go to the ads section of Facebook as if you are going to buy an ad.  Don’t worry, you aren’t going to accidentally spend money you don’t have.  I would however cinch up your belt a bit as this experiment will be a surprise.

In the destination tab under “Design Your Ad” choose your page.  You must be an admin of your page to do this.  Skip to targeting and pick your location.  The default 50 mile radius ought to work for you.

Using the “precise interests” area, add tags similar to these:
#Country music#Country#Kenny Chesney#George Strait#Jason Aldean#Brad Paisley#Tim McGraw#Blake Shelton#Zac Brown Band#Alan Jackson#Miranda Lambert#Lady Antebellum#Luke Bryan#Eric Church#Carrie Underwood#Toby Keith#Trace Adkins#Rascal Flatts#Sugarland#Dierks Bentley#Justin Moore (singer)#Keith Urban#Brantley Gilbert#Billy Currington#Josh Turner

On the right side of the page, you’ll see the “estimated reach” of that group. Make a note of that number. Remember, these are people who have self-identified as fans of our music and artists. Now for the scary part.

Go to the Connections on Facebook area, and choose “Only people who are NOT fans of your page”

The difference in the two numbers is the “relevance gap” in the job you are doing on Facebook with country fans in your market.

Statuses

Why Is Your Station on Facebook, Anyway?

In Facebook on October 27, 2011 by radioray1025 Tagged: ,

why is your station on Facebook anyway?Why are you on Facebook?

I was thinking about this while reading and researching the latest and greatest “tools” for building Facebook fan pages. I get why marketers of products are interested in Facebook. They have stuff to sell. They want people to buy their e-books, their videos, even their shoes (Zappos).

It has been said many times if you want to know why something happens, follow the money. Eventually it will get you the answer. I get why businesses want to be there–to be “publishers”. They are looking to move products and make money. Or they are presenting a behind the scenes look at their products.

Many of these producers are using their pages to highlight stories written about them in other publications.

But what does a radio station do with Facebook? And why are you spending the time there? You aren’t selling anything on line. The exception being the “daily deal” products which almost universally have crummy response rates. You don’t own the database involved with Facebook. It belongs to Mark Zuckerberg.

So why are you there and what do you want to accomplish from the “bigger mission” (add listeners; add revenue).

Take a couple of deep breaths and answer the question to clear the fog of war.

Statuses

Facebook Doesn’t Play Nice

In Facebook on September 6, 2011 by radioray1025 Tagged: , ,

A lot of radio stations work hard to increase their engagement in social media.  Frequent postings, contesting, trips, etc are all over the place in an attempt to drive up your engagement level and get into the Facebook news feed.  There is something many stations are doing that is undermining their efforts.

Turning to third party apps like Hootsuite or Tweetdeck is dangerous to your effort.

In fact, it can lower your engagement score by as much as 70%.  Here’s proof from Edge Rank Checker who analyzed more than one million posts to come up with this data.

This is another example of Facebook becoming increasingly proprietary in the way their data is used.  You’ve seen Facebook hammer away at Google+ among other competing services, blocking access and promotion.  For example, you can’t use a Google + promotion in a Facebook ad.  More and more Facebook is operating in the radio station-record company paradigm.  Block the other guys and give me the goodies.  The chart shows just how much of the goodies can be yours when you post using an authorized FB tool.

If you aren’t making the newsfeed in Facebook, it doesn’t matter what you are saying.  Think of it this way.  You are talking into a microphone who’s transmitter is off.  The newsfeed is the holy grail when it comes to Facebook.

Use third party apps like Hootsuite Tweetdeck sparingly.  Nothing beats human interaction.  At least not yet.

Statuses

Social Media Is “good”

In Facebook on August 29, 2011 by radioray1025 Tagged: , ,

So how many members in your audience are on Facebook? From the looks at some of the data I’ve seen in managing a number of sites, it looks like a lot.

Then, explain the latest Pew Internet Survey released Friday which shows only abut 50% of U.S. adults are onto ANY SM site like Facebook or LinkedIn. That compares with the 90+% that use radio each week.

An even larger takeaway from the study is the satisfaction level with the social media sites. Adults said it was “good.”

Not exactly an enthusiastic response.

The number one activity on the web and the way your listeners want to connect with you is plain old fashioned e-mail. 61% of adults use e-mail everyday. That compares to 43% who use social media daily.

The Pew study claims the growth in social media is driven by SENIORS, not by the kids. Social networking among the 65+ group is up 150% in the past two years. There’s little growth in the under 30 group according to Pew.

Rate of growth is an indicator that can give you really bad direction at times. Going from a $1 profit to $2 profit is a 100% growth, while going from $100,000 to $120,000 profit is only 20%. Which would you rather have?

There’s little doubt social media is growing quickly. It looks like the law of diminishing returns is starting to catch up with the buzz. Once you have awareness and trial, increasing the usage becomes the focus. Tweets or posts about another pair of tickets or what’s up probably aren’t going to make your listeners rave. They’ll probably say their experience with you was….”good.”

Statuses

Make It Personal To Hit The NewsFeed

In Facebook on July 13, 2011 by radioray1025 Tagged:

Which of these posts in the most interactive?

Or this one

If you picked the first one, congratulations.  According to studies from Buddy Press when it comes to posting, particularly by brands like radio stations, the personal touch is a whole lot more meaningful in getting your posts picked up in your fans news feeds.  We’ve talked about before getting in the news feed is the primary way you get seen on Facebook.  Your own page doesn’t drive nearly the views news feed gets.

A second factor in getting in news feeds are photos.  Those are more likely to be get in feeds, and more likely to be shared.

We’ve been working on a page of photos you can use with fairly unlimited use as far as licenses are concerned.  Many artist photos shared by fans on Flickr or on the artists own official Facebook pages are fair game.

You’re more than welcome to grab these photos and links to use on your own sites.  Of course, if you have a blanket license like a Getty Images agreement or iStockphoto.com, you’ll be using those anyway.  Sometimes, just posting a photo or two can aid you in getting better results from Facebook.

Statuses

Guy Kawasaki Live From Social Radio Pros

In Facebook,Twitter on June 27, 2011 by radioray1025 Tagged: , ,

Monday afternoon, two of the best names in social media showed the good, the bad, and the ugly that happens when you wing webinars live.  You probably don’t think a lot about it with live air shifts, but being on camera and live can be a pretty terrifying experience.  I had the chance to sit in on the webinar and be able to report to you what I heard and saw.

It’s funny sometimes when you watch any kind of webinar. Technical issues for this form of communication can be large. Certainly was the case when Mari, the “pied piper of Facebook” Smith and Guy “founder of Alltop.com” Kawasaki battled through tech issues Monday afternoon. If you wonder how many people hang around through this kind of tech problem 470 and 620 people were in the room for all or part of the show.  (yes I did wonder what PPM would have shown).

The presentation was Semper Social.  Kawasaki is the author of  “Enchanted” a book about connections in social media.

Enchanting people in social media, much like being on the air has certain pillars.  The top three “pillars” are what Kawasaki considers must haves before you move forward.

  1. Always be likable
  2. Always be trustworthy (examples Zappos.com; Amazon.com; Nordstrom) Trust others first. You are a baker..not an eater. Baker is potential.
  3. Always be Great.  DICEE  Deep; Intelligent; Complete; Empowering; Elegant
  4. Always be answering–never fail to answer.  Some have asked what is an appropriate time to answer.  Kawasaki suggests within 24-48 hours.
  5. Answer in a flat way…This means to answer all no matter who’s the writer.
  6. Answer frequently…do it all the time
  7. Always be thanking; whenever someone says something nice..thank them
  8. Always be disclosing…be transparent
  9. Always be repeating is a controversial recommendation  The logic is no one parks themselves at the computer or on Twitter or Facebook all day long.  Kawasaki repeats every tweet he does four times 8 hours apart.  This recommendation to be is for people who is more global in nature, like Kawasaki.  His comment, “you will piss someone off, but that’s the price you pay.”  Kawasaki uses a product Objective Marketer to monitor results of his tweets.
  10. Always be subtle… Guy tweets 60 times per day..provide content..you have a right to promote.. It’s not continuous promotion of your product… 5% of your content (you are earning the right to advertise for free)

TWITTER

Kawasaki had specific recommendations and observations on the two dominate social media platforms of the day.

Always be linking. Twitter is a link economy.  Practically everything you see from Kawasaki has a link attached on Twitter.

When you are looking for material to tweet.  (and this is a GREAT on air resource set)

Stumble Upon, Smart Brief is another site (work with association) Smart Brief on Social Media, or Alltop are three of programs or websites highlighted by Kawasaki.  FYI, he does have an interest as the founder of Alltop.  The website, Alltop.com, aggregates material by topic to make it easy to find.

Always be Monitoring.  Guy suggested you get familiar with and use the advanced search function of Twitter.  Google alerts is another way to track both what people are saying about you, but your competition and the artists of the songs you play too.

FACEBOOK

Kawasaki is much better known as a Twitter expert, but he did take a swing at a couple of things regarding Facebook.  This morning, Facebook was said to have reached 750 million users.  Kawasaki admitted making mistakes in the beginning with Facebook.  His attempt to treat the platform like Twitter was not very successful.  His points for Facebook:

Always be snapping…taking lots of photos Facebook in Kawaski’s view is important.  He suggests Facebook is a photo economy, rather than a link economy.  Make sure to crop your photos well and take good shots.  Light source behind the photographer (camera) is always best, but having seen many a Facebook photo it’s a good reminder.

Always be commenting; RESPOND.  This is simply good etiquette.  I still see an enormous amount of non-responsive activity on the part of stations to Facebook posts and comments.  If your listeners are going to engage, talk with them.

Just like being on the air, doing the basics well is important in social media.  Many of these “pillars” have been covered in Social Radio Pros in past posts.  Kawasaki’s points are reiterations of what you may have already read on this site.