RDE12 Claire Wardle and Brett SpencerPresentation Transcript
Social Media:What must radio stations do to survive? Brett Spencer & Claire Wardle http://www.flickr.com/photos/aloshbennett/1394564919/
TheTale of twoRadioStation s
At this station the controller said: “I’ve got no interest in what the audience have to say
But at this station the controller said: “what is the audiencetalking about today? Let’s work with them to make better content.
At this station staffspent their daysmaking programmeslike usingnewspapers, books, and their owncontacts……
At this station staffspent their daysinteracting andcollaborating withlisteners, making thestrongest and mostrelevant contentimaginable
At this station theoutput was deliveredin a one-wayfashion, with featuresand content decidedby staff who believedthey knew best
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.
At this station, no-one had invested in technology so the producers couldn’t do their jobs properly.
At this station all staff had the technology to do their work at the station and out on the road
This station didn’thave a mobile ordigital strategy
This station was constantly thinking about how listeners were accessing their output on different platforms
This station thinks about itsschedule purely in terms of shows and presenters.
This station understands that increasing numbers of people want to listen to audio chunks: personalised playlists, podcasts, pop-up stations
This radio station just thinks about its local listeners
This radio station understands its reach is global
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+
Percentage of listeners who DO NOT use BBC Online but do use social media 54% 24% 28% 17% 19%
So what do I need to do?
Ensure Senior Management are using this technology. They need to be involved and leading from the front.
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
Ensure all staff are inspired through the right kind of training
core services programmes: if big or niche „talent‟ accountspersonal individual accounts Start using your accounts strategically
Embed digital in everything you‟re doing
Fish where the fish are…
Where are the opportunities to properly collaborate with your listeners?
Think about providing added value to the audience listening live as well as those listening again
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
Do radio stations have to use socialmedia and if so why?
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”
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”
Laura Miller Producer BBC London @producerlaura“stations that do, engage with a different audienceand promote content to listeners beyond theirgeographical boundaries”
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”
Charles Ubaghs, Head of Social Media, Global Radio. @cubaghs“Social offers Radio an opportunity to extend itsreach in ways that were previously impossible”
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?”
Shell Zenner, Presenter, Bolton FM @shellzenner“Social Media works well for me, I can get up to250 tweets from listeners per show”
Gideon Coe, Presenter, BBC 6 Music @gidcoeNot necessarily. Not everyone uses socialmedia. And its still about communicating viaradio with the listener.
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”
Michael Hill, MD, UK Radio Player @radiomikehill“Anyone who claims to know the answer is lyingor insane. If it feels right, try it”
Brett Spencer Head of Digital BBC Radio 2, 6 Music & Asian Network firstname.lastname@example.org @brettsr Claire WardleDirector of Development & Integration Storyful email@example.com @cward1e