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Twitter's Impact on Radio (US)

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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 in the US as opposed to the UK. More info: http://bit.ly/1elk2PA

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  • 1. 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
  • 2. 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 Comparison 7 The Sample 8 Audience Behavior Audience Top Topics Broadcaster Behavior 20 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
  • 3. Dual Senses/ 2013 Introduction/ It’s 2013: How are radio stations using Twitter to engage with their listeners? 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 behavior. 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 analyzing social media can provide organizations with. This report reveals insights surrounding 20 of the top US radio stations, identifying trends, spotting challenges and evaluating which stations are best at capitalizing 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 that best represent the market, valuable information into how audiences are interacting with radio stations on Twitter and, in turn, how radio stations can optimize the potential of the platform. If you’d like to discover how analysis of social media can 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
  • 4. Dual Senses/ 2013 Key Findings/ Analysis of discussion about US radio stations revealed a number of compelling insights. On average, only 0.06% of radio listeners tweet about a radio station in the US. There are lots of opportunities for radio broadcasters to This is 10 times less frequently than listeners in the UK. Tweets featuring celebrities, links and pictures were more popular than those without. Radio isn’t always capitalizing upon key audience conversation times. loyal to one radio station. Report/ Dual Senses/ 2013 brands. 4 Tweets that mention brands receive less interaction from fans. Tweets with hashtags receive 43% less interaction than those without. account than a radio station’s Twitter account. Uncovering insights about audience preferences can give content and strategy to fans. Book a demo with us brandwatch.com/demo
  • 5. Dual Senses/ 2013 Comparison/ US vs UK US UK radio station. loyal to one radio station. 0.06% of radio stations’ listeners mentioned them on Twitter. On average, 0.4% of radio listeners mention radio stations on Twitter. 41% of radio @interactions are with celebrities, 32% with brands and 10% with followers. Report/ Dual Senses/ 2013 Tweets receive ten times more interaction when a celebrity is Tweets receive three times more interaction when a celebrity mentioned and 33% less interaction when a brand is mentioned. is mentioned. 5 Pictures and links encourage almost 70% more interaction, though tweets with hashtags received 43% less retweets. Tweets with hashtags, pictures and links were more popular than those without. account than a radio station’s Twitter account. However, radio stations receive a greater amount of positive sentiment. account than a radio station’s Twitter account. Book a demo with us brandwatch.com/demo
  • 6. Dual Senses/ 2013 Comparison/ TV vs Radio TV broadcasters are a lot more sophisticated on social media than engage with fans compared to just 26% of radio stations. 100 Report/ Dual Senses/ 2013 % PERCENT Most TV shows embrace hashtags on 6 tweets, compared to only 30% of radio stations consistently doing so. 60 40 regular activity not only drives discovery and engagement, but also drives increases in brand recall scores and other marketing goals*. 20 *Tune In With Twitter Report 0 Use Hashtags Interact with Fans KEY: Book a demo with us brandwatch.com/demo TV
  • 7. Dual Senses/ 2013 The Sample/ All 20 radio stations monitored had an active presence on Twitter. The radio station sample was selected primarily on the talk and sports were also chosen in order to broaden the Report/ Dual Senses/ 2013 The data was captured using Brandwatch Analytics for the 7 Book a demo with us brandwatch.com/demo
  • 8. Dual Senses/ 2013 Audience Behavior/ Station Share of Voice Hot 97 was the radio station discussed most frequently on Twitter. 33% 17% KIIS FM 16% Report/ Dual Senses/ 2013 NowFM 8 9% 7% Z100 18% Other DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo radio conversation on Twitter. mentioned most frequently. the overall discussion. This presents a large potential area of growth for the remaining radio stations to increase the size and quality of their online communities.
  • 9. Dual Senses/ 2013 Audience Behavior/ Listener Twitter Activity - Genre Pop radio stations dominated Share Of Voice. Pop radio stations had the largest share of voice, with classical and talk radio stations receiving a far smaller volume of discussion. This presents another clear opportunity for growing the online presence of radio brands, especially for non-pop broadcasters. 12000 9 NUMBER OF MENTIONS Report/ Dual Senses/ 2013 10000 8000 6000 4000 2000 0 Classical Pop Sports RADIO GENRE DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Talk
  • 10. Dual Senses/ 2013 Audience Behavior/ Twitter Activity On average, 0.4% of listeners talk about radio stations on Twitter. Radio Station (US) Monthly Listeners Total Twitter Mentions Listeners who Tweet % Hot 97 2,660,300 10407 0.39 92.3 NOW 3,075,000 4911 0.15 102.7 KIISFM 4,043,700 5206 0.12 Power 105.1 2,561,600 2688 0.1 B96 1,850,500 1692 0.091 918,800 621 0.067 Y100 Miami 1,121,000 553 0.049 Z100 4,282,400 1932 0.045 819,900 340 0.041 3,144,000 1495 0.04 626,000 211 0.033 77 WABC Radio 1,417,100 415 0.029 Classical WQXR 654,500 159 0.024 Talk Radio 790 KABC 532,000 95 0.017 103.5 KISSFM 2,107,800 109 0.005 Variety 103.5 682,000 33 0.004 1,059,200 235 0% V101 Memphis 334,500 16 0% Classical KUSC 697,100 27 0% 1,277,700 16 0% 680 KNBR 89 WLS 97.1 AMP Report/ Dual Senses/ 2013 AM570 Fox Sports LA 10 On average, 0.06% of US radio listeners talk about radio online. That’s just one tenth of the percentage of engaged radio listeners in the UK. Star 94FM Magic 106.7 Book a demo with us brandwatch.com/demo discussion, despite having far fewer listeners than some of its competitors. Musically-specialist stations, such as the classical broadcasters KUSC and WQXR are less successful in provoking discussion than pop music channels.
  • 11. Dual Senses/ 2013 Audience Behavior/ 93% of those who mention broadcasters on Twitter were loyal to one radio station. MULTIPLE INTERACTIONS There were almost 22,000 unique authors tweeting about radio in the period studied. CONSISTENT INTERACTIONS* radio stations on a regular basis Report/ Dual Senses/ 2013 Listeners of US radio stations are mostly loyal to one station. Research has demonstrated that customer retention increases can correlate to increased engagement on social 11 KEY: TWEETS TO MULTIPLE RADIO STATIONS TWEETS TO ONE RADIO STATION KEY: LESS THAN 5X MORE THAN 5X DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • 12. Dual Senses/ 2013 Audience Top Topics/ The top topics of audience conversation were celebrities, links to media and discussion about show content. TOP TOPICS 26% Celebrities 20% Links to media 19% Show content Report/ Dual Senses/ 2013 11% 12 Reference to home cities 10 % DJs 11% Song requests DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 10% TV series Celebrity culture is a main driver of conversation, with over a quarter of all listener mentions relating to celebrity news, interviews or songs. This provides a good chance for radio stations to not only better understand content preferences of their audience, but to also devise strategies that encourage listeners to engage through Twitter. Listeners are proud of their cities, and references to their home city was one of the top mentioned topics. Song requests were dominated in large volumes by certain groups of superfans, such as “Monsters” and “Beliebers.”
  • 13. Dual Senses/ 2013 Audience Top Topics/ The main causes for negative discussion related to DJs and programming. Report/ Dual Senses/ 2013 Positive Conversation 13 Celebrities Home Cities DJs Negative Conversation DJs Show Content Topical News Over the period analyzed, 1% of the conversation was negative. Although a seemingly small number, it accounts for 3,200 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 centered around stations can gain rich insights from this social data, helping them understand content works best. DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • 14. Dual Senses/ 2013 Broadcast Behavior/ Broadcaster Engagement Head to head: 103.5 KISS & Hot 97 vs. KUSC & WQXR. the volume of mentions. This disparity between stations can also 0.4 0.4 WQXR and KUSC have the same % ENGAGED % ENGAGED Report/ Dual Senses/ 2013 14 engagement ratios. 0.3 0.3 0.2 activities that increase interaction with their audience, including: 0.2 Promoting national holidays e.g., Pride weekend in NYC and 0.1 0.1 0.0 0.0 Hot 97 103.5 Kiss DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Classical WQXR Classical KUSC Links to engaging content Competitions and prizes Relevant news Behind-the-scene pictures
  • 15. Dual Senses/ 2013 Broadcast Behavior/ Broadcaster Twitter Activity The more active radio stations were, the more active the audience was. Simply by becoming more active on social media, radio broadcasters are able to engage their following far more 200 17 Report/ Dual Senses/ 2013 0 15 When radio stations increased their weekly Twitter activity, the volume of audience discussion increased. 12 100 1-4 6 7- DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • 16. Dual Senses/ 2013 Broadcast Behavior/ Broadcaster Twitter Activity Hot 97 was the most active and most mentioned radio station on Twitter. MOST ACTIVE 37 tweets p/week 17 tweets p/week Hot 97 B96 17 tweets p/week Report/ Dual Senses/ 2013 Ampradio 16 16 tweets p/week NowFM 11 tweets p/week KIISFM 468 tweets DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Other p/week Radio stations tweeted an average of 7 times per week, far less than the UK radio average of 46. being active on social and generating large volumes of conversation as a result. Classical and sports radio stations have the most room for improvement, as they are currently the least active on Twitter.
  • 17. Dual Senses/ 2013 Broadcast Behavior/ Broadcast Vs Engagement Overall, broadcast tweets made up 40% of the messages sent by radio stations. Radio stations do not tend to reply to the comments aimed at them, seldom engaging with listeners at all. Sports stations interacted with their audience the most, and pop stations did so the least. 100 Radio broadcasters are missing a huge opportunity to foster a closer relationship with listeners. According to Forrester, engaged social followers 17 % OF TWEETS Report/ Dual Senses/ 2013 80 60 prefer and recommend a brand. 40 20 0 Sports Talk KEY: BROADCAST Classical INTERACTION DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo Pop
  • 18. Dual Senses/ 2013 Broadcast Behavior/ @mention Interactions 73% of broadcaster interactions are with celebrities and brands, not listeners. 41% Celebrities Report/ Dual Senses/ 2013 17% 18 32% Brands 10% Followers DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 41% of radio stations’ direct @ interactions were directed at celebrities, and 32% toward brands. When mentioning celebrities, the radio stations tend to use them as either a source of news content, or talk to those who are appearing on the show. The number of interactions with brands demonstrates the high reliance on advertising relationships and another lost chance to interact with fans. The low volume of listener conversation suggests that this approach to brands is not resonating with fans in any great depth.
  • 19. Dual Senses/ 2013 Broadcast Behavior/ Broadcaster Interactions Tweets that mention brands receive less interaction from fans. Although radio broadcasters are not @mentioning their fans very often, mentioning celebrities is a successful way to engage with them. Tweets that mentioned a celebrity received ten times more interaction than those that didn’t. 35 NUMBER OF INTERACTIONS Report/ Dual Senses/ 2013 30 19 Tweets that do not reference a brand receive more interactions than those that do. 25 20 However, the data also illustrates that if radio stations overindulge in their engagement with brands, followers are quick to lose interest. 15 10 5 0 Celebrity Interaction KEY: Brand Interaction MENTION DON’T MENTION DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • 20. Dual Senses/ 2013 Content/ Tweet Content Tweets with pictures and links were more popular than those without. Including rich media content poses another avenue for stations to cultivate, engage and grow fans. 12 NUMBER OF INTERACTIONS Report/ Dual Senses/ 2013 10 20 in the volume of interactions when a tweet contained an image and a 67% increase when there was a link. Unlike data analyzed in the UK, tweets that contained a hashtag received less interaction than those without. 8 6 4 2 0 Pictures Links KEY: WITH Hashtags WITHOUT DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo
  • 21. Dual Senses/ 2013 Content/ Hashtag Analysis Tweets with hashtags receive 43% less interaction than those without. Top 10 Owned Hashtags Radio Audience #toplesssummer #hot97 #pepsi #nyc #abarth #summerbash #keysong #np #hate2wait DJs #ifwtcatchup #heavyhitters Report/ Dual Senses/ 2013 #summerbash 21 Hashtag comparison illustrates the disparity in conversation topic between the radio stations and their audience. For example, pop channels use ambiguous hashtags to promote their campaigns, events and news stories. However, only two of the hashtags created by the radio stations are frequently used by their audience. #nowplaying #royalbaby #blurredlines #mtvhottest #newrules #’iheartradio #imout #uncapped #royalbaby #hate2wait #nikeplus #e3 #mahomies #ifwtrending Book a demo with us brandwatch.com/demo engagement, often successfully, with broadcasters can emulate this in order to better match their tweet content to the preferences and habits of their audience.
  • 22. Dual Senses/ 2013 Content/ Competitions Competitions are used to successfully drive conversation. 140 AWAY PEPSI SUMMER BASH TICKETS 120 The promotion of competitions is generally a successful tactic employed by broadcasters. When radio stations ran Twitter competitions, audience conversation GIVING AWAY BEYONCE CONCERT TICKETS 100 KIISFM GIVING AWAY TICKETS TO 80 each genre, with prizes contextual to the target audience. CIVIC TOUR. 60 22 20 KEY: DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 3 20 1 19 / 20 13 08 / 08 / 20 13 12 / 05 / 20 13 AUDIENCE 08 / 29 / 20 13 07 / 22 / 20 13 RADIO STATIONS 07 / 3 15 / 20 1 07 / 08 / 20 13 07 / 01 / 20 13 07 / 24 / 20 13 06 / 17 / 20 13 06 / 3 10 / 20 1 06 / 03 / 06 / 27 / 20 13 0 05 / Report/ Dual Senses/ 2013 40
  • 23. Dual Senses/ 2013 Content/ Peaks and Reasons Events and celebrities were the main drivers of conversation. 1000+ RTS 2000 0 AUSTIN MAHONE PULLS OUT OF PERFORMANCE AT INTERVIEW ON KIISFM 23 MENTIONS Report/ Dual Senses/ 2013 CIARA T-MOBILE 1000 TO PLAY 3 HOURS OF NON-STOP MUSIC – SAMSUNG APP FAILURE REQUESTS 0 0 3 DATA CAPTURED USING BRANDWATCH ANALYTICS Book a demo with us brandwatch.com/demo 03-Aug-13 10-Aug-13 17-Aug-13
  • 24. Dual Senses/ 2013 Content/ Followers are 54% more likely to engage with a DJ’s Twitter account than a radio station’s Twitter account. radio. This leaves plenty of room for enhance their social strategy. Though a stronger driver of 10 to be negatively discussed. Report/ Dual Senses/ 2013 PERCENT 8 24 broadcasters deep insight into not only the best ways to engage with listeners 6 4 most liked by fans – and why. 2 0 Radio Stations DJs KEY: Book a demo with us brandwatch.com/demo POSITIVE NEGATIVE
  • 25. Dual Senses/ 2013 Tweet Timing/ Twitter Activity Radio stations are moderately successful at matching Twitter activity with optimum publication times. N 1. 30 1.6 1.4 1.2 20 1.0 0. 25 10 Radio stations are taking advantage of some peak times but are missing out on other key opportunities. For example, the peak moment for audience chatter is around 11am, yet radio stations focus activity much later in the day. Again, by understanding the audience’s behavior, habits and preferences, a implemented. 0.4 0.2 KEY: RADIO STATIONS Book a demo with us brandwatch.com/demo AUDIENCE p 11 m pm 10 m m 6p m 7p m 10 a 11 m a 12 m pm 1p m 2p m 3p m 4p m 0.0 6a m 7a m 0.0 12 am 1a m 2a m 3a m 4a m Report/ Dual Senses/ 2013 0.6 The top periods for audience tweet activity are before midday and each evening.
  • 26. Dual Senses/ 2013 Tweet Timing/ Radio stations are generally tweeting on optimum days. Radio broadcasters are largely successful in matching their activity to that of their audience. 0 30 0 However, stations are cutting down frequency of tweets over the weekend, which doesn’t pose a problem with 400 0 20 300 0 200 Report/ Dual Senses/ 2013 10 26 0 100 0 0 Sunday Monday Tuesday Wednesday Thursday AY KEY: RADIO STATIONS Book a demo with us brandwatch.com/demo AUDIENCE Friday Saturday out on Saturday’s popularity for audience Twitter activity.
  • 27. 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, analyze 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