RDE12 Claire Wardle and Brett Spencer


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  • It’s 2016 and there are 2 radio very similar radio stations. Each had over 10 million listeners. They are both national radio stations playing popular music. One did everything right in 2012 and is at the top of its game. The other did not.
  • True story – this views are still regularly heard by people who say ‘I’m a radio guy. Why on earth do I have to care about the internet”. They refuse to have a facebook account despite the fact that more and more of their listeners are using facebook to access information, music and content. They refuse to get a smartphone and believe social media is a fad.
  • This is Brett. When Brett was editor at a local radio station just north of London he would go into morning meetings and ask this question. If editors don’t ask, it won’t change behaviour. As a result BBC 3CR got a lot of leads and contacts (BRETT EXPLAINS ALL THE DIFFERENT EXAMPLES)
  • Brett tells footballer story
  • Reference Richard Bacon’s secret club and other examples of collaborating with the audience to make better content.
  • How radio is having to be more like TV – LaurenLive; red button; BBC York postcode stories (they knocked on doors in streets that they knew didn’t listen. They got amazing audio but didn’t do anything visually). No cameras in Radio 2 studios.
  • Real problems with staff having slow machines, the wrong browsers, crappy phones….
  • This was tweeted by @fieldproducer. Talk about the need for multiple screens and iphones so people can livestream, record vox pops on the fly etc.
  • You have to consider how people are going to be accessing content on different platforms
  • By 2014 more people are going to to be accessing the internet on their mobile phones than on their desktops – bear that in mind with everything you do.
  • Radio is going the same way as TV. Some people tune in all day but more and more people are choosing what they listen to on the basis of recommendations from their friends. More and more people are listening to podcasts, using apps like spotify to listen to curated playlists and chatting with friends on facebook.
  • You want your chunks of audio to get out to as many streams as possible. BRETT talks about Angry Melvyn.We’re also seeing niche radio stations take off – Absolute 80s/90s/; funkids; AND popup stations – see SBS Eurovision radio station.
  • You can’t think about this any more as anyone can listen to you. Even if your listener figures don’t count it now – they will in the future.
  • WWOZ is the Public Radio station in New Orleans that plays jazz. It gets more listener contributions from around the world than it does from New Orleans listeners.
  • This isn’t pie in the sky (does this translate!)Denmark turned off the FM frequency for P2 overnight as they were frustrated about the development of digital. What would you do – would you be ready?
  • Spotify, last.fm, spreaker, soundrop (spotify app for group chatting about playlists) soundcloud, mixcloud, flipzuThese apps are becoming increasingly popular – people are doing DIY radio. They are taking what they like of radio and making it work for them. DON”T FIGHT THEM.
  • Digital Darwinism
  • FORD EVO car - http://www.huffingtonpost.co.uk/2012/02/27/ford-evos-the-car-of-the-future_n_1303590.html#s728833&title=Ford_Evo_concept
  • 2016 isn’t very far away but this is a critical 4 years. Your decision what happens to you radio station.
  • RDE12 Claire Wardle and Brett Spencer

    1. 1. Social Media:What must radio stations do to survive? Brett Spencer & Claire Wardle http://www.flickr.com/photos/aloshbennett/1394564919/
    2. 2. TheTale of twoRadioStation s
    3. 3. At this station the controller said: “I’ve got no interest in what the audience have to say
    4. 4. But at this station the controller said: “what is the audiencetalking about today? Let’s work with them to make better content.
    5. 5. At this station staffspent their daysmaking programmeslike usingnewspapers, books, and their owncontacts……
    6. 6. At this station staffspent their daysinteracting andcollaborating withlisteners, making thestrongest and mostrelevant contentimaginable
    7. 7. At this station theoutput was deliveredin a one-wayfashion, with featuresand content decidedby staff who believedthey knew best
    8. 8. This radio station understands that even though radio is about thesound, and will mirror TV with great streaming video, extra digital content, and that niche will be the most important trend.
    9. 9. At this station, no-one had invested in technology so the producers couldn’t do their jobs properly.
    10. 10. At this station all staff had the technology to do their work at the station and out on the road
    11. 11. This station didn’thave a mobile ordigital strategy
    12. 12. This station was constantly thinking about how listeners were accessing their output on different platforms
    13. 13. This station thinks about itsschedule purely in terms of shows and presenters.
    14. 14. This station understands that increasing numbers of people want to listen to audio chunks: personalised playlists, podcasts, pop-up stations
    15. 15. This radio station just thinks about its local listeners
    16. 16. This radio station understands its reach is global
    17. 17. AM/FM DAB Digital Radio DTV Internet Analogue/Digital unspecified100 5 7 7 8 3 7 2 3 3 4 14 5 4 90 4 4 6 5 80 12 19 26 14 70 25 29 60 18 50 40 73 69 64 30 59 56 49 20 10 0 Radio 1 Radio 2 Radio 3 Radio 4 5 Live Asian Network BBC Analogue Stations By Platform 20 Source: IPSOS/RAJAR 15+
    18. 18. Percentage of listeners who DO NOT use BBC Online but do use social media 54% 24% 28% 17% 19%
    19. 19. So what do I need to do?
    20. 20. Ensure Senior Management are using this technology. They need to be involved and leading from the front.
    21. 21. 1 Do not mix the professional and the personal in ways likely to bring the ABC into disrepute.2 Do not undermine your effectiveness at work.3 Do not imply ABC endorsement of your personal views.4 Do not disclose confidential information obtained through work. Can you retweet an offensive job about the Occupy Protests? Can you take photos of guests in the studio on your personal facebook account? Can you complain about how much money is wasted by your station on sending people to conferences overseas? Ensure you have clearly guidelines and all staff understand how they work in practice
    22. 22. Ensure all staff are inspired through the right kind of training
    23. 23. core services programmes: if big or niche „talent‟ accountspersonal individual accounts Start using your accounts strategically
    24. 24. Embed digital in everything you‟re doing
    25. 25. Fish where the fish are…
    26. 26. Where are the opportunities to properly collaborate with your listeners?
    27. 27. Think about providing added value to the audience listening live as well as those listening again
    28. 28. “Radio isn‟t going away, it‟s going everywhere” - Gary Knell, NPR
    29. 29. Adopt, adapt, improve
    30. 30. 1. Ensure Senior Management are using this technology. They need to beinvolved and leading from the front.2. Ensure you have clearly guidelines and all staff understand how theywork in practice3. Ensure all staff are inspired through the right kind of training4. Start using your accounts strategically5. Embed digital in everything you’re doing6. Fish where the fish are7. Identify the opportunities to properly collaborate with your listeners8. Think about providing added value to the audience listening live as well asthose listening again9. “Radio isn’t going away, it’s going everywhere” – how can you getyour content out far and wide10. Adopt, adapt, improve
    31. 31. Do radio stations have to use socialmedia and if so why?
    32. 32. Heather Davies, Producer Trevor Dann Co. @heatherrhian“Our relationship with our audience is madestronger by being up close & personal with them intheir space on their terms”
    33. 33. Matt Deegan, Fun Kids Folder Media @matt“No - not at all. Only use it if it has a purpose. Ideallya measurable one that delivers for your station”
    34. 34. Laura Miller Producer BBC London @producerlaura“stations that do, engage with a different audienceand promote content to listeners beyond theirgeographical boundaries”
    35. 35. Ryan Egan, Radio Australia, Melbourne @rynobiMany tools will amplify, assist, streamline andprovoke engagement with your audience. Socialmedia is a powerful option. It makes it easier for truefans to love you harder”
    36. 36. Charles Ubaghs, Head of Social Media, Global Radio. @cubaghs“Social offers Radio an opportunity to extend itsreach in ways that were previously impossible”
    37. 37. Eric Eberhardt, You Are Listening To Los Angeles. @idontlikewords“they dont *have* to but should, because what isa radio station if not a community of like-mindedindividuals?”
    38. 38. Shell Zenner, Presenter, Bolton FM @shellzenner“Social Media works well for me, I can get up to250 tweets from listeners per show”
    39. 39. Gideon Coe, Presenter, BBC 6 Music @gidcoeNot necessarily. Not everyone uses socialmedia. And its still about communicating viaradio with the listener.
    40. 40. Steve Bowbrick, Head of Interactive, BBC Radio 3 @bowbrick“Radio stations don‟t have to use social media.Just as they didn‟t have to use magnetictape, FM, stereo, digital and the web”
    41. 41. Michael Hill, MD, UK Radio Player @radiomikehill“Anyone who claims to know the answer is lyingor insane. If it feels right, try it”
    42. 42. Brett Spencer Head of Digital BBC Radio 2, 6 Music & Asian Network brett.spencer@bbc.co.uk @brettsr Claire WardleDirector of Development & Integration Storyful claire.wardle@storyful.com @cward1e