Posts Tagged ‘Relationships’

Statuses

Dip Your Hose In The Stream

In Facebook,Revenue Generation,Time Saving Tips on March 22, 2010 by radioray1025 Tagged: , , , ,


At SocialRadioPros, we’ve talked long and loud about the need for using Facebook as a PRIMARY marketing effort for your radio station.  Most radio companies have barely brushed the surface (and that’s giving a brush a bad name).  The reality is most companies are fortunate to have a program director, promotions person, or other staffer who is a Facebook fan and wants to give the station access to the platform.

Most are clueless in what to do.  Most cause TOS violations.  Most don’t know you can’t run a contest completely on Facebook.  (whoops, that’s technically wrong.  You CAN run a contest on Facebook if you have an Ad manager.  That will cost you $30,000 or more, so as far as radio is concerned, that ain’t happening.)

So what do you need to know to get some of this traffic. The internet game is ALL ABOUT THE TRAFFIC.  Side note, would you pay $9.72 for an additional cume of 75,000?  I did using SRP techniques.

First, create interesting content.  The weather for the day is not content.  Neither are the stupid contests you see ALL over Facebook from radio.  Ask yourself a question with your listener hat on.  Do you REALLY believe a listener is going to tune in your station based on a contest that may happen sometime in the next couple of hours?

Give me a break.

Watch your posts for comments.  If you are getting some, you are making relevant and interesting posts.  If you are not, getting comments, SRP can help you by showing you the right way to post and how to track those posts.

If you stopped at “track”, we really need to talk.  We’ll cover the second part of what you need to do in a later post.
Here’s a stat that should get your attention and that of your market manager and sales manager.  Research shows that 51% of people who “fan” a Facebook page are more likely to buy that brand.

OK, so what does that mean to us in radio.

Its about using our influence.  Its about using our talent to refer listeners to advertisers and use the trust we have gained to benefit those who do business with us.  Radio must get in the referral and lead business.

Digital products have gained in popularity not because they are cheap, but because they are trackable.  Radio sells ears.  Digital sells actions.  The sooner we figure out how to charge for actions, the quicker we will get in the digital mainstream.  Banner ads for eyeballs is only a small fraction of the money available in digital.  Actions are where the money is.

If you are interested, SocialRadioPros has a precise step by step method of showing you how to build your Facebook presence so you can get at that money today.  The method and product is free.

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Statuses

How Social Are You

In Facebook on February 26, 2010 by radioray1025 Tagged: , ,

Lot of discussion at this years Country Radio Seminar about Social Media. SRP did a long study of how really involved, or not involved, country music stations are in the social space. Part of the information was published in Country Aircheck magazine at the seminar. The rest is here

Statuses

Do Me Right

In Facebook,Time Saving Tips on January 24, 2010 by radioray1025 Tagged: , , ,

There is not enough time in the day to listen to all the social media “experts” ply their trade. Even funnier, is watching all the advertising agencies attempt to remake themselves as social experts. Its a matter of necessity. Money is moving to social media from advertising. Agencies are going where the money is and becoming “social media experts.”  Its a matter of survival.

Social media is really pretty simple.

Listen and respond. Engage and talk.

Here’s my view of the “ideal” way to structure social media in radio. This list is from the best practice to least.

  1. Dedicated staff person or persons from your staff, who’s entire job is to watch Facebook and Twitter and respond.
  2. Outsourced to a social media company who gets radio and its listeners and can act as your voice
  3. Have a staff member do it as an “add on” to their job as a talent, production, promotion person or all three
  4. Do it yourself among the other jobs you handle
  5. Do Nothing

What is your decision? In the next few days, each of the pros and cons of these positions will be covered. You can sit this one out, or you can jump in.

Please share this with your friends. Thanks.

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Statuses

Talk To Me

In Facebook on January 20, 2010 by radioray1025 Tagged: , , ,


Latest research shows nearly 1/3 of people who use Facebook fall into the segment called conversationalists. They like to talk. These are the fans who will post a few times a day. All sorts of items really. They just like to talk.

Did I mention that most of these are smack in country music’s target audience of women?

Reviewing the numbers. 350 million people worldwide use Facebook. In Seattle, Washington, there are 260,000+ women between the ages of 25-44 who have Facebook accounts. Until PPM took hold that was more than the cume of either of the country music stations.

Women, conversations, and Facebook. Somehow radio should have a seat at that table. I know a way you can get that seat at next to no cost.

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Statuses

15,740 Social Media Pros Are Wrong

In Facebook,Twitter on January 4, 2010 by radioray1025 Tagged: , , ,


Funny stat I saw this morning. In the past six months the number of “social media experts” on Twitter has increased by five fold. These are people who include some kind of “social media expert” label in their Twitter profiles.

At that rate of growth, we would have 3 million Twitter experts by 2012.

I’m betting their aren’t many, if any, who have ever been programmers of radio stations. Or who understand the problems and needs of today’s station operator. More is less appears to be the name of the game with Twitter.

Increasing your presence in online is going to require you to get involved with your audience in every way possible. Twitter and Facebook are two of the best ways to do that. Done the right way, these two services will increase engagement, web usage, ratings, and revenue. Done wrong or ignored is a path to big problems and a shortened career.

Finding the right 1% of your online audience is more art than science. Art takes a lot more time.

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Articles

1% Of My Audience Is Better Than Yours

In Revenue Generation on January 2, 2010 by radioray1025 Tagged: , ,


The web is a different place for broadcasters. Its exactly opposite of what we have been doing our entire careers. Instead of trying to get huge numbers of people to “listen” to the station and respond, we are now looking for the hyper fan. The ability to energize and activate the fan to action is what will be the measure of success.

I’ve seen this question in research many times in the past. The “new” term for it on the web is Net Promoter scores. I’d have to credit the question to Larry Rosin at Edison Research from the broadcast side. Are you listeners so “into” your station that they actively promote it to others? Do they give you a 9 or 10 on the “how likely are you to tell others about the station” question?

Identifying that group of promoters and focusing efforts and energy on them will pay off big. If 1% of your cume is a 9 or 10, you will win. Are there 1% in your VIP club or on Facebook or Twitter? If not, how many would give you a 9 or 10? Your success depends on it. Read more about what goes into Net Promoter scores here.

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Articles

Most Interesting Station in the World

In Listen First,Time Saving Tips on December 30, 2009 by radioray1025 Tagged: , , ,


There is one key to success in social media for anyone. This key is exactly the same whether you are Ashton Kutcher or a small radio station in the middle of nowhere.

The focus of your social media efforts needs this one item. The problem is the difficulty in determining what that is. Its somewhat like defining what a “hit” is, or making something “go viral.” The definition is dependent on the beholder. What’s good for me, might not be good for you.

Fortunately, the idea is captured completely in the commercial for the beer brand Dos Equis. The “most interesting man in the world” drinks the beer. We don’t know what gave him the title. If you haven’t seen the commercial, I’ve linked to it on the page. This commercial grabs the essence of success in social media. Be interesting.

After watching the commercial, I’m struck the man doesn’t “do” anything to be interesting. He just “is.” The problem with that admonition is most don’t have the time to find interesting, much less post it.

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