Twitter's Impact on Radio (UK)
 

Twitter's Impact on Radio (UK)

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What is it about radio that gets people talking? ...

What is it about radio that gets people talking?

This report details exactly how both broadcasters and their audiences speak, engage and behave online. More info: http://bit.ly/1elk2PA

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Twitter's Impact on Radio (UK) Twitter's Impact on Radio (UK) Presentation Transcript

  • Brandwatch Report/ Dual Senses/ 2013 Listening to the impact of Twitter upon the radio sector. Discover the challenges, trends and opportunities facing the world’s leading radio stations in the wake of the social media revolution Report/ Dual Senses/ 2013 we’re listening! Book a demo with us brandwatch.com/demo
  • Brandwatch Report Dual Senses/ 2013 Why read this... “ There’s no such thing as radio per se anymore – or television or advertising agencies – it all falls under the same banner called “media” which includes social media as part of its tapestry. And if you’re a broadcaster reaching zillions of ears, your job is to give those ears something to do and someplace to go whether or not it’s to a website devoted to your radio station. The opportunity for radio brands to harness the power of social media is now. ” 4 Key Findings 5 The Sample 7 Comparison 8 Audience Behaviour Audience Top Topics Broadcaster Behaviour 18 Content 25 Report/ Dual Senses/ 2013 Introduction 14 Book a demo with us brandwatch.com/demo 3 12 Mark Ramsey, Veteran Media Strategist, Researcher And Trend Maker 2 Contents Tweet Timing
  • Dual Senses/ 2013 Introduction/ It’s 2013: how are radio stations faring in the social media age? it has earned its legacy. From delivering wartime news in the ‘40s to pirate radio distribution in the ‘60s, there are now nearly 14,000 radio channels in the UK and US alone. Report/ Dual Senses/ 2013 The proliferation of digital technology and social media placed pressure upon radio broadcasters to adapt to a litany of rapid changes in listener behaviour. 3 Here at Brandwatch, we’re fascinated about the ways in which social media can be harnessed to connect brands with customers and audiences, but also the rich wealth of insights that analysing social media can provide organisations with. This report reveals insights surrounding 20 of the top UK radio stations, identifying trends, spotting challenges and evaluating which stations are best at capitalising upon the opportunities that Twitter presents. Book a demo with us brandwatch.com/demo To gather these insights, Brandwatch carefully selected a sample of 20 radio stations which best represent the market, selecting channels from each genre across national and into how audiences are interacting with radio stations on Twitter and, in turn, how radio stations can optimise the potential of the platform. If you’d like to discover how analysis of social media countless ways that using social media monitoring and analytics can add value to your bottom line, then either check out our library, gaze at our gallery, or get in touch with us for a live demo of our platform. Take Brandwatch for a spin Read one of our free reports
  • Dual Senses/ 2013 Key Findings/ Analysis of discussion about UK radio stations revealed a number of compelling insights. On average, only 0.4% of radio listeners tweet about a radio station in the UK. There are lots of opportunities for radio broadcasters to However, this is 10 times more frequently than listeners in the US. The more active broadcasters are on Twitter, the more frequently they are discussed. Radio stations aren’t always active at the same time as their audience on social media. Tweets receive three times the interaction when a celebrity is mentioned, and boosted engagement when using links, pictures and hashtags. Report/ Dual Senses/ 2013 Radio stations primarily use Twitter as a broadcasting platform, not for engagement. 4 Radio stations are using hashtags and interacting with fans far less frequently than TV broadcasters. Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. loyal to one radio station. were directed at celebrities, not listeners. consistently engaged with the brands. Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Comparison/ TV vs Radio TV broadcasters are a lot more sophisticated on social media than engage with fans compared to just 100 Most TV shows embrace hashtags on Report/ Dual Senses/ 2013 % PERCENT 80 5 60 stations consistently doing so. Deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals (Tune In With Twitter Report 40 20 0 Use Official Hashtags Interact with Fans KEY: Book a demo with us brandwatch.com/demo TV RADIO
  • Dual Senses/ 2013 Comparison/ US vs UK UK US loyal to one radio station. were loyal to one radio station. On average, around 0.4% of listeners tweet about radio stations. An average of just 0.06% of each radio broadcaster’s listeners mentioned the station on Twitter. 32% with brands and 10% with followers. Report/ Dual Senses/ 2013 Tweets receive three times more interaction when a celebrity is mentioned. 6 Tweets receive ten times more interaction when a celebrity is mentioned and 33% less interaction when a brand is mentioned. Tweets with hashtags, pictures and links were more popular than those without. Pictures and links encourage almost 70% more interaction than those without. However, tweets with hashtags received 43% less engagement. Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. Book a demo with us brandwatch.com/demo Twitter account than a radio station’s Twitter account.
  • Dual Senses/ 2013 The Sample/ All 20 radio stations monitored had an active presence on Twitter. population tune into radio, 24% of which is via mobile. in the UK. talk, sport and regional were also chosen in order to broaden Report/ Dual Senses/ 2013 The data was captured using Brandwatch Analytics for the months of June, July and August 2013, providing a data set 7 Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Audience Behaviour/ Station Share of Voice Radio One was the radio station discussed most frequently on Twitter. 50% BBC Radio One Looking at audience behaviour, over 346,000 mentions of radio stations in the UK were captured during the Summer months of 2013. BBC Radio One formed the topic for 16% BBC Radio Two Report/ Dual Senses/ 2013 9 8 % 7% BBC Radio Four 4% Magic FM 14% Other DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo mentioned the most frequently. overall discussion.
  • Dual Senses/ 2013 Audience Behaviour/ Listener Twitter Activity - Genre Pop radio stations dominated Share Of Voice. Pop radio stations had the largest share of voice, with classical and regional radio stations receiving a far smaller volume of discussion. 35000 9 NUMBER OF MENTIONS Report/ Dual Senses/ 2013 30000 25000 20000 15000 10000 5000 0 Sport Pop Talk RADIO GENRE DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Classical Regional
  • Dual Senses/ 2013 Audience Behaviour/ Twitter Activity On average, 0.4% of listeners talk about radio stations on Twitter. Radio Station (UK) Weekly Listeners Total Twitter Mentions Listeners who Tweet % 56,000 1126 2.01 BBC Radio One 11,018,000 177000 1.6 Magic FM 1,875,000 14000 0.74 Heart (London) 1,925,000 13000 0.67 2,999,000 31000 0.55 11,000 146 0.4 talkSPORT 3,249,000 11000 0.3 Choice FM 680,000 2718 0.22 BBC Radio Three 1,995,000 6313 0.16 BBC Radio Two 15,443,000 57000 0.16 Kiss FM 2,013,000 6437 0.12 Stray FM Report/ Dual Senses/ 2013 Breeze 10 Jazz FM 758,000 1666 0.09 11,266,000 25000 0.08 947,000 4096 0.08 1,224,000 656 0.07 Planet Rock 896,000 817 0.06 Jack FM 112,000 285 0.04 Fire Radio 45,000 31 0.04 Classic FM 5,614,000 1627 0.017 Smooth Radio 2,077,000 584 0.01 BBC Radio Four BBC Five Live Sports Kerrang! Book a demo with us brandwatch.com/demo Less than 1 in 200 listeners are engaged with radio brands on Twitter. This represents a giant opportunity for growing each radio station’s presence online. Musically-specialist stations, such as the rock broadcasters Kerrang and Planet Rock, are less successful in provoking discussion than pop music channels.
  • Dual Senses/ 2013 Audience Behaviour/ 88% of those who mentioned broadcasters on Twitter were loyal to one radio station. MULTIPLE INTERACTIONS There were almost 200,000 unique authors tweeting about radio in the period studied. CONSISTENT INTERACTIONS* stations only mentioned one station. Report/ Dual Senses/ 2013 Listeners of UK radio stations are mostly loyal to one station, and 4% of 11 advocates. According to research by Deloitte, brand advocates are a small, but very involved segment. They recommend and share a brand two to four times more often than the average KEY: TWEETS TO MULTIPLE RADIO STATION S TWEETS TO ONE RADIO STATIO N KEY: LESS THAN 5X MORE THAN 5X DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Audience Top Topics/ The music played on radio stations was the main driver of conversation. Celebrities Music is as important as ever, with 60% of all listener mentions of radio relating to the songs played. This is a great opportunity for radio stations to not only better understand musical preferences of their audience, but also devise strategies that encourage listeners to engage through Twitter. 12% Conversation surrounding celebrities was almost always focused on music 30% their celebrity life. 15% Show content, presenters and programming are less important to listeners than music played, though 30% discussion for listeners. TOP TOPICS 13% Show Content Report/ Dual Senses/ 2013 Song Requests 12 Talk About Presenters What’s Playing DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Audience Top Topics/ The main causes for negative discussion related to presenters and programming. Report/ Dual Senses/ 2013 Positive Conversation 13 Praise for presenters Talk About Show Content Talk About Celebrities Discussing Songs Requesting Songs Negative Conversation Criticising Show Content DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Criticising Song Choice Criticising Presenters Over the period analysed, 2% of the conversation was negative. Although a seemingly small number, it accounts for nearly 7,000 mentions, very few of which were responded to. 32% of social customers expect a response to a complaint within 30 minutes. Research by Nielsen demonstrates that 71% of consumers who experience a quick brand response are likely to share that with others. Negative discussion centred around criticism of the content and presenters, as well as the music. Radio stations can gain rich insights from this social data, helping them understand the perception of their presenters and which content works best. A good example of this is when Radio Four received negative tweets for interviewing One Direction and their fans.
  • Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Engagement Head to head: Stray FM & Radio One vs Fire Radio & Radio Four. Though Radio One and Radio Four have roughly the same amount of weekly listeners, Radio Four generated only 14% the number of mentions that Radio One did. 2.5 2.5 This disparity between stations can also 2.0 Report/ Dual Senses/ 2013 14 % ENGAGED % ENGAGED 2.0 1.5 1.0 and Fire Radio have similar listenership less frequently. 1.5 from a number of activities, including: 1.0 0.5 0.5 0.0 0.0 Radio Four Radio One DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Fire Radio Stray FM station and Twitter handles. Tweeting links to engaging content. Posting behind-the-scenes pictures. Engaging with listeners via presenters. Competitions and prizes.
  • Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Twitter Activity The more active radio stations were, the more active the audience was. RELATIONSHIP BETWEEN VOLUME OF TWEETS POSTED AND AUDIENCE DISCUSSION The top three most active stations on Twitter are also the top three most mentioned by the audience. 8000 15 NUMBER OF MENTIONS Report/ Dual Senses/ 2013 7000 There is a massive opportunity for radio stations to grow fan engagement on Twitter by increasing their activity. 6000 5000 4000 3000 2000 1000 0 In general, when radio stations increased their weekly Twitter activity, the volume of audience activity increased as well. 0-10 11-30 31-50 NO. OF TWEETS SENT PER WEEK DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 51-100 100+
  • Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Twitter Activity BBC Radio One was the most active station on Twitter MOST ACTIVE The top two most active stations on Twitter are run by the BBC. 123 tweets p/week BBC Radio One 98 tweets p/week BBC Radio Two Report/ Dual Senses/ 2013 58 tweets 16 p/week 51 tweets p/week Stray FM 45 tweets p/week talkSPORT 3382 tweets DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Radio stations tweet an average of 46 times per week. Other p/week The top three most active stations on Twitter are also the top three most mentioned by the audience. Classical and talk radio stations have the most room for improvement, as they are currently the least active on Twitter.
  • Dual Senses/ 2013 Broadcast Behaviour/ Broadcast vs Engagement Radio stations primarily use Twitter as a broadcasting platform. Radio stations do not tend to reply to the comments aimed at them, their shows or their presenters. They seldom engage with listeners at all, using Twitter almost exclusively as a broadcasting platform. 100 Pop music stations interacted with their audience most, and sport the least. Report/ Dual Senses/ 2013 % OF TWEETS 80 17 Radio broadcasters are missing a huge opportunity in fostering a closer relationship with listeners. According to Forrester, engaged social followers 60 40 prefer and recommend a brand. 20 0 Sport Talk KEY: Regional BROADCAST Classical INTERACTION DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Pop
  • Dual Senses/ 2013 Content/ 79% of radio @interactions are with celebrities. BBC Radio One/ with only 21% toward their followers. Oh hello @ArticMonkeys! new entry at When mentioning celebrities, radio stations commonly use them as either a source of news content, or talk to those who are appearing on the show. Radio One and Heart engaged with the most celebrities, often having two-way conversations with them. Report/ Dual Senses/ 2013 Other stations simply reference them in regard to news stories. 18 Twitter/ This illustrates a lost chance to interact with fans. When companies engage with customers or fans over social media, those customers end up using the company’s services 20- 40% more frequently, providing a great chance for radio stations to boost listenership. Capital FM/ play of MJ feat @justinbieber #SlaveToTheRhythm on Capital here capitalfm.com/artists/ justin... Twitter/ Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Content/ Mentioning Celebrities Tweets receive three times more interaction when a celebrity is mentioned. 80 70 % OF INTERACTIONS Report/ Dual Senses/ 2013 celebrities is a successful way to engage with them. Tweets which mentioned a celebrity received three times more interaction than those that didn’t. Tapping into other followings, such as those of celebrities, is a good way for radio stations to generate more audience engagement. 60 19 Although radio broadcasters are not 50 40 30 20 10 0 Mention Celebrity Don't Mention Celebrit y DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Content/ Tweet Content Tweets with hashtags, pictures and links were more popular than those without. There was a 47% increase in interaction when there was a link in the tweet, and a 73% boost when using a hashtag. 50 Including interactive content poses another opportunity to cultivate, engage and grow fans. NO. OF INTERACTIONS Report/ Dual Senses/ 2013 40 20 in the engagement rate when a tweet contained an image. 30 20 10 0 Pictures Links KEY: WITH Hashtags WITHOUT DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • Dual Senses/ 2013 Content/ Hashtag Analysis Tweets with hashtags receive 73% more interaction than those without. Most Frequently Used Hashtags Presenters Radio1 1xjam Capitalstb BBC Thelateshow MUFC Nowplaying Wimbledon Capitalmusicnews Magicfm 1xtra BBCaq Sendung GNG Livelions 21 Audience R2vine Report/ Dual Senses/ 2013 Radio Applause Yourface Thelateshow Capitalstb Royalbaby Nowplaying Newbeibercapital MUFC Magicsummerlive Slavetotherythm Nowplaying AFC R1review sharknado Hashtag analysis illustrates the disparity in conversation topic between the radio stations and their audience. For example, pop and talk channels use hashtags to promote their campaigns, events and news stories, whereas Book a demo with us brandwatch.com/demo celebrities and radio station channels. engagement, often successfully, with broadcasters can emulate this in order to better match their tweet content to the preferences and habits of their audience.
  • Dual Senses/ 2013 Content/ Competitions Sport, talk and classical radio stations did not host any competitions. Competitions were sometimes used by radio broadcasters to drive engagement. MENTIONS RELATING TO COMPETITIONS 1000 each genre, with prizes contextual to the target audience. For example 30 RADIO ONE Report/ Dual Senses/ 2013 AUDIENCE MENTIONS 700 22 600 20 MAGIC FM GIVING WESTLIFE MUG MAGIC FM GIVING RADIO ONE AND TRIP TICKETS FESTIVAL TICKETS 400 10 300 200 100 0 0 10/06/2013 24/06/2013 KEY: RADIO STATIONS 22/07/2013 AUDIENCE DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo BROADCASTER MENTIONS TICKETS tickets, whereas Stray FM gave away a gym pass for a local gym. Sport, talk and classical radio stations did not appear to host any competitions. Gig tickets were the most popular competition prizes.
  • Dual Senses/ 2013 Content/ Peaks and Reasons Events and celebrities caused the biggest spikes in conversation among listeners. 12000 CAPITAL OFFICIAL HOST THE SUMMERTIME BALL. REQUESTS STOP BELIEVING’ IN MENTIONS Report/ Dual Senses/ 2013 23 MONTEITH. ON RADIO ONE BREAKFAST SHOW 10000 REQUESTS NEW JUSTIN BEIBER SONG RELEASED VAMPS BAND JEDWARD ON SCOTT MILLS SHOW 6000 4000 2000 0 01-Jun-13 22-Jun-13 06-Jul-13 KEY: VOLUME 13-Jul-13 20-Jul-13 POSITIVE NEGATIVE DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 27-Jul-13 03-Aug-13 10-Aug-13 17-Aug-13
  • Dual Senses/ 2013 Content/ Presenter Insight Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. TOP TOPICS PRESENTERS TWEET ABOUT IN REGARD TO RADIO 63% about radio. There is an opportunity for radio stations to further use presenters to enhance their social strategy. Radio One are already doing this very well, including their presenters in the majority of Twitter conversations. Their Radio Station presenters are Radio One DJs. 22% Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. Behind-the Scene Pictures Report/ Dual Senses/ 2013 11% 24 Topical Events 4% Show Content Book a demo with us brandwatch.com/demo The Capital FM presenters are talked about the most positively, followed closely by Heart and BBC Radio Four.
  • Dual Senses/ 2013 Tweet Timing/ Twitter Activity Radio stations aren’t capitalising upon key audience conversation times. 7 300 6 Listeners are most active on Twitter at the start and at the end of the traditional working day. Radio stations are not active at the same times, suggesting some disparity between the organisations and their audiences. Again, by understanding audience’s behaviour, habits and preferences, a 200 be implemented 4 25 100 2 1 0 TIME KEY: RADIO STATIONS Book a demo with us brandwatch.com/demo AUDIENCE p 10 m p 11 m pm pm a 10 m a 11 m a 12 m pm 1p m 2p m 3p m 4p m pm 6p m 7p m am am 6a m 7a m am 1a m 2a m 3a m 4a m 0 12 Report/ Dual Senses/ 2013 3
  • Dual Senses/ 2013 Tweet Timing/ Days of the week Radio stations decrease their Twitter activity when the audience are most active. Audiences discuss radio most frequently at the weekends, particularly on Friday and Sunday. 110 Radio stations are decreasing activity throughout the week, posting far less frequently at the weekends. 100 Again, this presents another missed opportunity for broadcasters to engage with listeners at optimum times. Report/ Dual Senses/ 2013 4000 26 0 3000 70 Mo n Tu e We d Thu Fr i DA KEY: RADIO Book a demo with us brandwatch.com/demo AUDIENCE Sa t Su n
  • Brandwatch Report Dual Senses/ 2013 Thank you/ Hopefully by reading this report you’ve gained some understanding into the state of general can adopt a more intelligent approach to online activity. We love to help our clients make sense of large datasets and what is being said about them online, in order to deliver a whole suite of measurable business advantages. Please do get in touch if you’d like to discuss the conversation that matters to you. Report/ Dual Senses/ 2013 /about Brandwatch 27 Brandwatch is one of the world’s leading providers of social media monitoring and analysis. More than 700 global brands and agencies use Brandwatch to listen, analyse and engage with online conversations around their brand, their customers and their industry. Book a demo with us brandwatch.com/demo /info improve your business or to schedule a demo, visit Brandwatch.com/demo or contact us today: US UK Germany