Using social media to promote your station final
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Using social media to promote your station final

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Thinking about marketing your station with social media and not sure where to start? In this webinar, we’ll talk about understanding your online audience,establishing digital goals, and best ...

Thinking about marketing your station with social media and not sure where to start? In this webinar, we’ll talk about understanding your online audience,establishing digital goals, and best practices for engaging with your digital community. Emphasis will be placed on creating and curating content that resonates with your audience and strengthens your brand.

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  • Source: http://mashable.com/2012/03/09/social-media-demographics/
  • Source: Pew Internet & America Life Project Tracking surveys (March 2000-Febrary 2012)
  • This information is from onlinemba.com which used pew research, Google, prdaily.com, readwriteweb.coim amongst other sources (http://mashable.com/2012/03/09/social-media-demographics/)
  • Data from bit.lyinfographic from http://www.juanmarketing.com/when-is-the-best-time-to-tweet-and-post-on-Facebook/2012/07/05/
  • This was a third-party panel of 3000 American news consumers (not just NPR users) responses camefrom 50% male, female, 18-74+, 73% white-Caucasian
  • 1. Never2. Less often than once a week3. About once a week4. A few times a week5. About once a day6. A few times a day7. Multiple times a day
  • Web classic/NPR.org – 80% of NPR traffic comes from desktops and laptops
  • Source: Pew
  • Perhaps we all can’t be unicorns, but we can try.
  • I know this is text heavy – it’s not for you to read all of it, but rather to demonstrate that
  • You have commonalities in your missions/goals
  • And you all include your community (this is good!)
  • These goals are not good (but I hear this all the time from leadership) They are too general, these goals don’t set benchmarks or timeframes– it also doesn’t connect to your overall station mission. I can not stress enough how important it is to connect everything you do back to your mission. It is important to create a social strategy off of your content strategy which all of you have in your on air objectives. It might look like this:
  • Jim Hill says KUNC is working on habit forming for now, once this is established they will regroup/refocusJason Saul is revamping efforts at WWNO
  • 80% news, 20% other
  • WABE “So, our most popular post ever is this one – end of pledge 874 Reach, 233 Engaged, 143 Talking About, 16.36% Virality”KERA’s most popular post has nothing to even do with the station, but connected to a contest - http://keranews.org/post/red-blue-debate-hits-bar-pitch-your-politicocktail
  • Tammy from WESA “Reach: 493Engaged: 190 Talking About: 130 Virility: 26.37%Is that news? No. It is content that demonstrates that we are clued in to the nooks and crannys of what makes people love our city.  ”
  • KRCW, Vermont, WUWM
  • Integrated content strategy – Facebook, pinterest, instagram
  • Social media has low conversion rates relative to email

Using social media to promote your station final Using social media to promote your station final Presentation Transcript

  • Using Social Media toPromote Your StationMarch 1, 2013Kasia Podbielski
  • @nprdigitalsvcs #pubtraining
  • agenda• understanding your online audience• establishing digital goals• creating and curating content• engaging your digital community
  • objectives• foundation to get started promoting your station• real-life examples to build upon• basic tactics and strategies
  • understanding your audience
  • identifying your audience• who are they?• what are they doing?• when are they online?• where are they accessing from?• why? What is their motivation?
  • demographics Gender - Twitter Gender - Facebook Male Male Female Female Age - Twitter Age - Facebook 0-24 0-24 25-34 25-34 35-44 35-44 45+ 45+
  • what people do onlineWhat Internet Users Do on % of adult internet users ina Typical Day the U.S. who do this onlineUse a search engine to find 59informationUse a social networking 48site like Facebook, LinkedInor Google PlusGet news 45
  • average time spent on platform Avg. Time on Site: 23:20mins/visit Avg. Time on Site: 8:00mins/visit Avg. Time on Site: 11:50mins/visit Avg. Time on Site: 16:40mins/visit
  • when are they online
  • npr listeners online Which of the following Respondents do you use regularly? Facebook 69% Twitter 17% LinkedIn 16% Pintrest 8% Tumblr 2% Digg 2% Other sites 2%
  • npr listeners online cont. How often do you do the following Frequency Scale (1-7) How much attention do you pay to 7.38 links to news stories up on your Twitter feed? How much attention do you pay to 6.70 news stories on your Facebook wall or timeline? Learn about a particular news event 3.76 Read shared news stories 3.74 Share news stories 3.28
  • access points
  • motivation for using social media
  • online goals
  • on-air mission statementsThe Mission of WLRN Public Radio and Television is to provideinformation, entertainment, and learning services with a commitment to excellence inserving local, national and international communities.The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults innorthern Illinois through programs and services that share ideas, encouragethought, give pleasure and create community.Capital Public Radios mission is to provide a trusted source of information, music andentertainment for curious and thoughtful people in efficient, sustainable ways thatmeet their needs while strengthening the civic and cultural life of the communities weserve.It is the responsibility of Kansas City Public Media to provide an audience ofsignificant size with a program service which informs, entertains and enriches thecommunity.
  • on-air mission statements cont.The Mission of WLRN Public Radio and Television is to provideinformation, entertainment, and learning services with a commitment to excellence inserving local, national and international communities.The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults innorthern Illinois through programs and services that share ideas, encouragethought, give pleasure and create community.Capital Public Radios mission is to provide a trusted source of information, music andentertainment for curious and thoughtful people in efficient, sustainable ways thatmeet their needs while strengthening the civic and cultural life of the communities weserve.It is the responsibility of Kansas City Public Media to provide an audience ofsignificant size with a program service which informs, entertains and enriches thecommunity.
  • on-air mission statements cont.The Mission of WLRN Public Radio and Television is to provideinformation, entertainment, and learning services with a commitment to excellence inserving local, national and international communities.The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults innorthern Illinois through programs and services that share ideas, encouragethought, give pleasure and create community.Capital Public Radios mission is to provide a trusted source of information, music andentertainment for curious and thoughtful people in efficient, sustainable ways thatmeet their needs while strengthening the civic and cultural life of the communities weserve.It is the responsibility of Kansas City Public Media to provide an audience ofsignificant size with a program service which informs, entertains and enriches thecommunity.
  • a weak example • Increase Facebook fans and likes • Get more Twitter followers • Get more clicks on homepage • Be on every platform possible • Make money from internet
  • strong examples • Minimum 5 posts daily M-F • 4-5 posts Sat & Sun • 3-4 shares/updates daily to Facebook M-F • 2-3 shares/updates Sat & Sun • 1 photo daily • Show hosts are encouraged to be engaged on Twitter while on the air • Reinvigorate our social media channels • Build upon the social-first and social-only content we provide • Provide a moderated space online for our audience to interact with the station and engage with each other
  • good content• not about you• inspires/calls us to action• reveals secrets• unexpected• prompts sharing• timely• appropriate for the platform
  • it’s not about you…entirely
  • inspires/calls us to action
  • reveals secrets
  • is unexpected
  • prompts sharing
  • timely
  • right content, right platform This is where I am when I listen I’m listening to @carlkasell #npr to Carl Kasell I like listening to Carl Kasell Now listening to Carl Kasell I’m a Google employee who listens Here’s me listening to Carl Kassel to Carl Kasell My skills include listening to Carl Here’s a vintage photo of me Kassel listening to Carl Here’s a photo of me listening to Carl- and a recipe for cookies!
  • sad content  • off message • 100% autopost • duplicate content • broken links • long format • heavy ads • sales pitchy • deceiving headlines • Bad design
  • don’t do this
  • tactics to distribute your content• photos• contests• email• events• …
  • Photos (cross platform)
  • contests
  • email
  • events
  • sharing is caring Facebook Group [private] NPR Member Station Marketers LinkedIn Group [private] NPR Member Station Marketers
  • questions? @eskapepodkpodbielski@npr.org