Raising Your Digital IQ for Better Revenue Results Barry Cooper
About me <ul><li>Founder of original blackvoices.com </li></ul><ul><li>Sold to AOL in 2004 </li></ul><ul><li>Continues as ...
Agenda <ul><li>Overview </li></ul><ul><li>Re-engineering Your Website to Emphasize Revenue Generation </li></ul><ul><li>Co...
Agenda, continued <ul><li>The Importance of a Coherent Editorial Strategy </li></ul><ul><li>Understanding Why You Cannot S...
Overview <ul><li>With traditional revenue streams under pressure, local radio must develop the Web as a reliable money mak...
The Next Big Thing <ul><li>Social Networking + Mobile = 800-pound Gorilla </li></ul><ul><li>Shift to mobile will further f...
Remember: It’s All About The Money <ul><li>Re-engineering Your Website To Emphasize Revenue Generation </li></ul><ul><ul><...
Delivering On The Promise <ul><li>Connecting With Advertisers In A Different Way and Avoiding the “Bundling” Trap </li></u...
Looking Under The Hood <ul><li>Understanding Web 2.0 and the “Back End of Digital” </li></ul><ul><li>Successful ad operati...
Making It All Make Sense <ul><li>The Importance of a Coherent Editorial Strategy </li></ul><ul><ul><li>Is your site’s miss...
Step Up Your Game <ul><li>Understanding Why You Cannot Win on the Web with Re-purposed, Untrained Talent </li></ul><ul><ul...
A Few More Things… <ul><li>Newspapers ignored the Web for years. Now newspapers are just about dead. </li></ul><ul><li>New...
A Few More Things, continued <ul><li>Sure, budgets are tight, but it you cannot hire a FT Content Director or Digital medi...
A Few More Things, continued <ul><li>Incentivize, incentivize.  Your PD has to have skin in the game.  </li></ul><ul><li>N...
How to Reach Me <ul><li>Contact me by email, phone, Facebook, Linkedin or Twitter </li></ul><ul><ul><li>Email:  [email_add...
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Arbitron Webinar by Barry Cooper

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Raising Your Digital (Web) IQ For Better Revenue Results

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Arbitron Webinar by Barry Cooper

  1. 1. Raising Your Digital IQ for Better Revenue Results Barry Cooper
  2. 2. About me <ul><li>Founder of original blackvoices.com </li></ul><ul><li>Sold to AOL in 2004 </li></ul><ul><li>Continues as leader in its class with 5MM+ monthly visitors </li></ul><ul><li>Now a digital media consultant </li></ul>
  3. 3. Agenda <ul><li>Overview </li></ul><ul><li>Re-engineering Your Website to Emphasize Revenue Generation </li></ul><ul><li>Connecting With Advertisers In A Different Way and Avoiding The Bundling Trap </li></ul><ul><li>Understanding Web 2.0 and the “Back End” of Digital </li></ul>
  4. 4. Agenda, continued <ul><li>The Importance of a Coherent Editorial Strategy </li></ul><ul><li>Understanding Why You Cannot Sell or Win on the Web With Re-Purposed, Untrained Talent </li></ul>
  5. 5. Overview <ul><li>With traditional revenue streams under pressure, local radio must develop the Web as a reliable money maker </li></ul><ul><li>Ever-changing learning curve is steep </li></ul><ul><li>Mobile is the next big thing. Is your station ready? </li></ul>
  6. 6. The Next Big Thing <ul><li>Social Networking + Mobile = 800-pound Gorilla </li></ul><ul><li>Shift to mobile will further fragment audiences </li></ul><ul><li>African-Americans among early-adopters in mobile technology </li></ul><ul><li>Tip: Find out if your site is mobile ready </li></ul>
  7. 7. Remember: It’s All About The Money <ul><li>Re-engineering Your Website To Emphasize Revenue Generation </li></ul><ul><ul><li>Too many sites are content-and audience driven with little thought to actual profit-making </li></ul></ul><ul><ul><li>Your site has to be run like a business, just like the station itself </li></ul></ul><ul><ul><li>Tip: Blow up your site and redesign it from the ground up with one thought in mind: revenue </li></ul></ul>
  8. 8. Delivering On The Promise <ul><li>Connecting With Advertisers In A Different Way and Avoiding the “Bundling” Trap </li></ul><ul><ul><li>If you give the Web away, that’s all it will ever be worth </li></ul></ul><ul><ul><li>Banner sales are so yesterday; today’s advertisers want innovative programs tied to audience </li></ul></ul><ul><ul><li>Tip: Get serious about selling the Web </li></ul></ul>
  9. 9. Looking Under The Hood <ul><li>Understanding Web 2.0 and the “Back End of Digital” </li></ul><ul><li>Successful ad operations, audience metrics and social media implementation are a must </li></ul><ul><li>Tip: The person running your website should be as skilled as your Program Director </li></ul>
  10. 10. Making It All Make Sense <ul><li>The Importance of a Coherent Editorial Strategy </li></ul><ul><ul><li>Is your site’s mission to promote the station, serve the audience, or both? </li></ul></ul><ul><ul><li>And how do you know your audience wants what you are serving? </li></ul></ul><ul><ul><li>Tip: Write a mission/position statement for your site </li></ul></ul>
  11. 11. Step Up Your Game <ul><li>Understanding Why You Cannot Win on the Web with Re-purposed, Untrained Talent </li></ul><ul><ul><li>Would you promote a receptionist to become the station’s Program Director? </li></ul></ul><ul><ul><li>Tip: Incentivize your PD to drive Web success </li></ul></ul><ul><ul><li>Tip: Hire a Content Director and tie him to the PD and Sales </li></ul></ul>
  12. 12. A Few More Things… <ul><li>Newspapers ignored the Web for years. Now newspapers are just about dead. </li></ul><ul><li>Newspapers are spending almost every waking moment thinking about the Web. So should you. </li></ul><ul><li>The mobile threat cannot be ignored. Facebook has 390mm users; iPhone has 57mm. Get it? </li></ul>
  13. 13. A Few More Things, continued <ul><li>Sure, budgets are tight, but it you cannot hire a FT Content Director or Digital media strategist, hire a consultant for 5-10 hours a week. </li></ul><ul><li>Your new Content Director should be as much marketer as programmer </li></ul><ul><li>Know as much about your Web audience as your radio listeners </li></ul>
  14. 14. A Few More Things, continued <ul><li>Incentivize, incentivize. Your PD has to have skin in the game. </li></ul><ul><li>Need examples of what’s working on radio websites? Check some of the talkies, such as Limbaugh </li></ul><ul><li>Final tip: This isn’t rocket science. By starting now, you can increase Web traffic and revenues by 300% in 2010 </li></ul>
  15. 15. How to Reach Me <ul><li>Contact me by email, phone, Facebook, Linkedin or Twitter </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Facebook: facebook.com/barrycoop </li></ul></ul><ul><ul><li>Linkedin: linkedin.com/in/barrycooper2 </li></ul></ul><ul><ul><li>Twitter: twitter.com/barrycooper </li></ul></ul><ul><ul><li>Cell: 708-261-1181 </li></ul></ul>

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