All That Twitters Is Not Gold Findings, case studies and tools on forming strategies for online services Station Resource Group (SRG) Retreat August 12, 2008 Sedona, AZ Presentation, interviews and research by Quentin Hope, Jake Shapiro, and John Barth.

Contact: Jake Shapiro Executive Director, PRX [email_address] 617.576.5455

SESSION OVERVIEW Public Radio Exchange (PRX) A. Where are we now? Results of an “outside audit” B. What’s the view ahead? Operating assumptions for ~ 3 years out C. How are we navigating in the online world? Station cases of note D. Where are we in defining our online strategies? Mapping an integrated view E. What is our collective agenda for greater online significance? Station-based perspective

Results of an “outside audit”

Operating assumptions for ~ 3 years out

Station cases of note

Mapping an integrated view

Station-based perspective

A. Where are we now? “ Outside audit” of 38 SRG member websites: 5 major categories; 27 subcategories Anchored scale: 0 (nothing) to 5 (rich/enhanced) with markers provided Calibrated (roughly) to public radio sites in general and national public media sites Independent “auditor” from outside public radio Public Radio Exchange (PRX) Note: PRX is developing audit template as station site self-assessment tool

“ Outside audit” of 38 SRG member websites:

5 major categories; 27 subcategories

Anchored scale: 0 (nothing) to 5 (rich/enhanced) with markers provided

Calibrated (roughly) to public radio sites in general and national public media sites

Independent “auditor” from outside public radio

Summary: Five major categories 1. Providing information about the station 2. Providing additional audio programming access and service 3. Supplementing broadcast programming with additional content 4. Providing content not directly related to broadcast programming 5. Stimulating listener/user engagement and interaction none basic/ minimal solid rich/ enhanced Public Radio Exchange (PRX)

1. Providing information about the station: subcategories none basic/ minimal solid rich/ enhanced Overall a. Programming b. Plans and activities c. Reception d. Support e. Staffing f. Work opportunities g. Station background h. Governance Public Radio Exchange (PRX)

2. Providing additional audio programming access and service: subcategories none basic/ minimal solid rich/ enhanced Overall a. Simulcast streaming of broadcast programming b. On-demand access to broadcast programming c. Continuous streaming of web-only program service(s) d. On-demand access to web-only programming e. Syndication (push delivery) of program content/updates Public Radio Exchange (PRX)

3. Supplementing broadcast programming with additional content: subcategories none basic/ minimal solid rich/ enhanced Overall a. Lists, picks, sources and links b. Current information updates and details c. Extended and enhanced program content Public Radio Exchange (PRX)

4. Providing content not directly related to broadcast programming: subcategories none basic/ minimal solid rich/ enhanced Overall a. Extended community information b. Select topical information c. Niche community service Public Radio Exchange (PRX)

5. Stimulating listener/user engagement and interaction: subcategories none basic/ minimal solid rich/ enhanced Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest Public Radio Exchange (PRX)

5. Stimulating listener/user engagement and interaction: subcategories none basic/ minimal solid rich/ enhanced Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest Public Radio Exchange (PRX)

Additional site ratings and information Use of Public Interactive Public Radio Exchange (PRX) Web advertising No ads Very few, small ads Some adds on most pages Many ads, various types, across site Site navigation Site appearance Un-useable/ Un-viewable Poor Average Great

Observations Some apps are proving sticky (Flickr, Google maps) Local Add missing visual content Have a social, sharing dimension Easy to implement Build a deep, well curated archive Link generously Social needs voice and presence More can also be less Public Radio Exchange (PRX)

Some apps are proving sticky (Flickr, Google maps)

Local

Add missing visual content

Have a social, sharing dimension

Easy to implement

Build a deep, well curated archive

Link generously

Social needs voice and presence

More can also be less

Online staffing levels 1 FTE 2 - 4 FTEs 5 - 7 FTEs 8 - 10 FTEs 10 + FTEs How many full time equivalent (FTE) staff positions do you have dedicated to all aspects of online work? Source: online survey of SRG members. n = 15

Online staffing reporting relationships Separate online/web/digital unit Development Promotion Programming IT Where do the positions you have dedicated to online work report within your organization? Source: online survey of SRG members. n = 15 Operations Split departments

Online investment levels What would you estimate as your total spending for online services this year - staff, contractors, bandwidth, etc.? Source: online survey of SRG members. n = 13, 14 %Percent of total budget “ We really missed seeing how the web would grow and anticipating the investments we would make in it over the past 10 years.” <=2% 3-4% 5-6% 7-8% 9-10%

Usage comparison: monthly web visitors and weekly radio cume – selected SRG members Public Radio Exchange (PRX)

Usage comparison: Weekly streaming AQH and weekly total AQH – selected SRG members Public Radio Exchange (PRX)

B. What’s the view ahead? Current station views for ~3 years out on: Users’ media mix and desired experience Role and value of local vs. global Degree and pace of change in the media environment Degree and nature of the organization change required Public Radio Exchange (PRX) Based on interviews with 10 station managers and online staff

Current station views for ~3 years out on:

Users’ media mix and desired experience

Role and value of local vs. global

Degree and pace of change in the media environment

Degree and nature of the organization change required

1. Users’ media mix and desired experience ACCESS: “Democratization of platforms” “ The jury’s really out” Radio listeners vs. audio samplers? “ Radio will be catching up with TV’s DVR and web realities” More “on demand” streaming, downloads and podcasts “ My iPhone experience is convincing me” Significant mobile access “ More shaving away at traditional media, more reallocation of time” Continued shifting to online Public Radio Exchange (PRX)

Radio listeners vs. audio samplers?

More “on demand” streaming, downloads and podcasts

Significant mobile access

Continued shifting to online

1. Users’ media mix and desired experience DEVICES & APPLICATIONS: incremental adoption Tools will remain much the same – it’s a matter of improved ease of use driving adoption rates Continued noise, churn, stumbling and clinging until we get to the “real smart phone” Innovation will be more on the software application side than new killer hardware Potential for someone to figure out and dominate interoperability (Google?) Public Radio Exchange (PRX)

Tools will remain much the same – it’s a matter of improved ease of use driving adoption rates

Continued noise, churn, stumbling and clinging until we get to the “real smart phone”

Innovation will be more on the software application side than new killer hardware

Potential for someone to figure out and dominate interoperability (Google?)

1. Users’ media mix and desired experience CONTENT: still the high ground Far more sites than sites producing content Content producers and owners remain the engine STRATEGIES: still throwing darts and hedging “ On a day to day basis I’m not exactly sure what people want from us online” “ There’s just this giant scramble to see what sticks” “ Look at the web as a complement for what we are doing now, not a replacement” (for now) Public Radio Exchange (PRX)

Far more sites than sites producing content

Content producers and owners remain the engine

“ On a day to day basis I’m not exactly sure what people want from us online”

“ There’s just this giant scramble to see what sticks”

“ Look at the web as a complement for what we are doing now, not a replacement” (for now)

2. Role and value of local vs. global UNRAVELING OF LOCAL MEDIA … “ The biggest thing that we are seeing is the continued deterioration of the newspaper industry” “ Other media are stepping away from local coverage … and putting a lot of people into early retirement” “ There's a freefall in the diminution of local media, whether it's newspapers, local TV stations or, now on the slope, commercial radio” Asset values down precipitously; profits a fraction of the past; content creation a smaller role Public Radio Exchange (PRX)

“ The biggest thing that we are seeing is the continued deterioration of the newspaper industry”

“ Other media are stepping away from local coverage … and putting a lot of people into early retirement”

“ There's a freefall in the diminution of local media, whether it's newspapers, local TV stations or, now on the slope, commercial radio”

Asset values down precipitously; profits a fraction of the past; content creation a smaller role

2. Role and value of local vs. global LOCAL IS THE OPPORTUNITY … “ The loss of print journalism puts more reliance on public media institutions to provide content” “ We have an opportunity and a challenge here to fill the gap” “ We have a real role to play as long as we concentrate on local issues” “ Our goal here is local” Public Radio Exchange (PRX)

“ The loss of print journalism puts more reliance on public media institutions to provide content”

“ We have an opportunity and a challenge here to fill the gap”

“ We have a real role to play as long as we concentrate on local issues”

“ Our goal here is local”

2. Role and value of local vs. global BUT THE VALUE NEEDS TO BE THERE “ Not everyone wants to slog through the blogosphere” Continued editorial credibility and judgment “ The shift toward sharing content is really healthy” (e.g. API) A seamless user experience in seeking content “ But it has to be awfully good” Localization of the global “ Way beyond rebroadcast model” Significant local reporting, producing, curating, hosting and posting “ As long as we're all shouting the same thing, they'll never see us” And forget the Olympics web page Public Radio Exchange (PRX)

Continued editorial credibility and judgment

A seamless user experience in seeking content

Localization of the global

Significant local reporting, producing, curating, hosting and posting

And forget the Olympics web page

3. Degree and pace of change in the media environment IT’S A QUESTION OF THE ADOPTION<>ADAPTATION DYNAMIC ... “ We’re not being pressed by our core to be among the online avant garde or ‘go mobile’ … … but then again, we’re not hearing anything at all from those who aren’t listening to radio.” How much do we need to adapt to be adopted? Will younger audiences adopt us (if we adapt our content and delivery)? How fast/far will our aging core adopt new technologies as they become easier to use? Public Radio Exchange (PRX)

How much do we need to adapt to be adopted?

Will younger audiences adopt us (if we adapt our content and delivery)?

How fast/far will our aging core adopt new technologies as they become easier to use?

3. Degree and pace of change in the media environment AND A QUESTION OF HOW LOYALTY WILL WORK ... “ How do we build loyalty so people seek and find our content wherever it is – in our spaces or others” Does social networking build loyalty – or fracture it? How do you measure and track loyalty in a new metrics environment? Public Radio Exchange (PRX)

“ How do we build loyalty so people seek and find our content wherever it is – in our spaces or others”

Does social networking build loyalty – or fracture it?

How do you measure and track loyalty in a new metrics environment?

3. Degree and pace of change in the media environment AND A QUESTION OF RADIO’S RESILIENCE … Optimism for still growing the audience (market specific) Somewhat better positioned and shielded (e.g. car access); not as many “natural” predators; a somewhat protected space for now No big reduction in listening -- “that’s 15 years down the road” “ But it is time to start thinking very carefully about how much we invest in terrestrial broadcast versus original production” Public Radio Exchange (PRX)

Optimism for still growing the audience (market specific)

Somewhat better positioned and shielded (e.g. car access); not as many “natural” predators; a somewhat protected space for now

No big reduction in listening -- “that’s 15 years down the road”

“ But it is time to start thinking very carefully about how much we invest in terrestrial broadcast versus original production”

4. Degree and nature of the organization change required NEW TALENT AND POSITIONS Conceivers -- “I have no idea about the future media landscape… My strategy is to hire the right people” Networkers – “Everyone should be creating a job that uses digital media to build community and bring new voices into the organization” ORGANIZATION STRUCTURE SHIFTS Lower platform and function silos More lateral, networked, dynamic, “chaortic” organizations INVESTMENT SHIFTS Costs reductions in traditional functions and infrastructure Consolidations to spread fixed costs and achieve scale Public Radio Exchange (PRX)

Conceivers -- “I have no idea about the future media landscape… My strategy is to hire the right people”

Networkers – “Everyone should be creating a job that uses digital media to build community and bring new voices into the organization”

Lower platform and function silos

More lateral, networked, dynamic, “chaortic” organizations

Costs reductions in traditional functions and infrastructure

Consolidations to spread fixed costs and achieve scale

4. Degree and nature of the organization change required MINDSETS CHANGES “ We’re not finding out from them what they want” Asking users “ We’re still just using the web to do more radio” Actually producing for the web Marketing and branding beyond the “station” “ It’s not being on just your website that matters” “ You can create an aura that makes people think you are much bigger than you are” Public Radio Exchange (PRX)

Asking users

Actually producing for the web

Marketing and branding beyond the “station”

C. How are we navigating in the online world? WBUR LPM – Louisville Public Media KUOW WOSU Public Media OPB – Oregon Public Broadcasting What’s the strategy What’s notable What’s the lesson Public Radio Exchange (PRX)

WBUR

LPM – Louisville Public Media

KUOW

WOSU Public Media

OPB – Oregon Public Broadcasting

WBUR1 Paul LaCamera General Manager Robin Lubbock Director of New Media Public Radio Exchange (PRX) What’s the Strategy? Incremental build into new media “ There's not doubt the Internet is chipping away... But we're still, I believe, in a somewhat protected place for a while. As long as we make logical, thoughtful steps or transitions or additions into digital and the extending of our content there, we're going to be fine.” “ Step one. We have to keep doing the radio on the Web. Obviously that's something people expect from us; we need to do it well. Step two; we need to add onto that… the extra piece of audio, the pictures, the photo gallery, the map…. Step three is, let's go to the users, find out what they want, and do that.”

Paul LaCamera

General Manager

Robin Lubbock

Director of New Media

Incremental build into new media

“ There's not doubt the Internet is chipping away... But we're still, I believe, in a somewhat protected place for a while. As long as we make logical, thoughtful steps or transitions or additions into digital and the extending of our content there, we're going to be fine.”

“ Step one. We have to keep doing the radio on the Web. Obviously that's something people expect from us; we need to do it well.

Step two; we need to add onto that… the extra piece of audio, the pictures, the photo gallery, the map….

Step three is, let's go to the users, find out what they want, and do that.”

WBUR2 Public Radio Exchange (PRX) What’s the Strategy? Take advantage of decline in other local media “ There's a free‑fall in the diminution of local media, whether it's metropolitan newspapers, local television stations, and I think, now, following on the heels of that, commercial radio.” “… we still have some time to concentrate on our traditional platform, which is radio, over the air or whatever you want to call it. Because we don't have, as yet, the natural predators that newspapers are facing, the Internet.” “ I continue to believe that public radio has every opportunity, and responsibility, to benefit by default, and to be a respite.”

Take advantage of decline in other local media

“ There's a free‑fall in the diminution of local media, whether it's metropolitan newspapers, local television stations, and I think, now, following on the heels of that, commercial radio.”

“… we still have some time to concentrate on our traditional platform, which is radio, over the air or whatever you want to call it. Because we don't have, as yet, the natural predators that newspapers are facing, the Internet.”

“ I continue to believe that public radio has every opportunity, and responsibility, to benefit by default, and to be a respite.”

WBUR3 Public Radio Exchange (PRX) What’s notable? Simple, even retro, works The new daily WBUR email newsletter. “ What I've tried to do is make people more aware of us, for a lot of reasons…One, they are opinion leaders and makers. Secondly, they make decisions, whether it's underwriting or personal giving or corporate giving or whatever, which has been helpful to the station. So, I wanted to find a vehicle that would keep us in front of this group on a daily basis.” Go where audiences are WBUR on Facebook, YouTube, Flickr, Twitter “ We don't say, hey we got this great radio, you just come in, you can listen when you are in the radio station. No, we send the radio to where they are. Well, they are in Facebook and they are in MySpace and they are in Flickr and they are in YouTube. That is where we need to be.”

Simple, even retro, works

The new daily WBUR email newsletter.

“ What I've tried to do is make people more aware of us, for a lot of reasons…One, they are opinion leaders and makers. Secondly, they make decisions, whether it's underwriting or personal giving or corporate giving or whatever, which has been helpful to the station. So, I wanted to find a vehicle that would keep us in front of this group on a daily basis.”

Go where audiences are

WBUR on Facebook, YouTube, Flickr, Twitter

“ We don't say, hey we got this great radio, you just come in, you can listen when you are in the radio station. No, we send the radio to where they are. Well, they are in Facebook and they are in MySpace and they are in Flickr and they are in YouTube. That is where we need to be.”

WBUR4 Public Radio Exchange (PRX) What’s notable? In Social Media, be personal “ Personality works ‑ personality is good. In a social media space, being honest, or having a face and just saying it as it is…” One site to rule them all? “ National Public Radio needs one website like CBC, like the BBC. If we want to compete with those guys, forget about it in this distributed thing. It's just never going to happen.”

In Social Media, be personal

“ Personality works ‑ personality is good. In a social media space, being honest, or having a face and just saying it as it is…”

One site to rule them all?

“ National Public Radio needs one website like CBC, like the BBC. If we want to compete with those guys, forget about it in this distributed thing. It's just never going to happen.”

WBUR5 Public Radio Exchange (PRX) What’s the Lesson? Mistake to compete in breaking news “… the problem is, with these other sites, you compete in breaking news. And that's not our strength, that's not our hallmark. And it's a mistake if we try to position ourselves, because now we confuse our brand.” Integrate Web and News staff, bring editorial focus and voice to web “ If we're going to make an editorial presence on the web, we have to get editorial involved in that web content.” Recognize we may be too focused on broadcast? “… the tendency, the trap, is to worry about the radio station or whatever, and really not pay enough attention to the web. For media executives, that's a failing today.”

Mistake to compete in breaking news

“… the problem is, with these other sites, you compete in breaking news. And that's not our strength, that's not our hallmark. And it's a mistake if we try to position ourselves, because now we confuse our brand.”

Integrate Web and News staff, bring editorial focus and voice to web

“ If we're going to make an editorial presence on the web, we have to get editorial involved in that web content.”

Recognize we may be too focused on broadcast?

“… the tendency, the trap, is to worry about the radio station or whatever, and really not pay enough attention to the web. For media executives, that's a failing today.”

LPM1 Jon Hoban Deputy Director Tom Mundt Director of New Media Strategies Donovan Reynolds Executive Director Public Radio Exchange (PRX) What’s the Strategy? Re-branding “ By calling ourselves Louisville Public Media we emphasize the fact that we're trying to create quality content and deliver it across whatever media platform makes sense .” Local focus “ Our raison d'etre in the future, even more than in the past, is to be a local institution and serve local needs.” Aspiration of “significance” “ We can become the authoritative source in our city ‑ not only for news, but for arts and culture and be a convener on community issues .”

Jon Hoban

Deputy Director

Tom Mundt

Director of New Media Strategies

Donovan Reynolds

Executive Director

Re-branding

“ By calling ourselves Louisville Public Media we emphasize the fact that we're trying to create quality content and deliver it across whatever media platform makes sense .”

Local focus

“ Our raison d'etre in the future, even more than in the past, is to be a local institution and serve local needs.”

Aspiration of “significance”

“ We can become the authoritative source in our city ‑ not only for news, but for arts and culture and be a convener on community issues .”

LPM2 Public Radio Exchange (PRX) What’s the Strategy? Heavy content investment with online included from the start “ We are investing heavily in expanding our news department and in new reporting projects, like the environment and the arts – and as we do that we build in the online component.” Expectations for continued broadcast growth “ We have been making changes that have had really good results … and could continue to increase our audience on all three stations over the next few years.” Same target audience, more time spend using “ At this point we are not ready to branch out much beyond the demographic of our stations. So objective number one is make sure that people coming to the stations are also getting good service online, are aware of it, and are actually spending more time on the site.”

Heavy content investment with online included from the start

“ We are investing heavily in expanding our news department and in new reporting projects, like the environment and the arts – and as we do that we build in the online component.”

Expectations for continued broadcast growth

“ We have been making changes that have had really good results … and could continue to increase our audience on all three stations over the next few years.”

Same target audience, more time spend using

“ At this point we are not ready to branch out much beyond the demographic of our stations. So objective number one is make sure that people coming to the stations are also getting good service online, are aware of it, and are actually spending more time on the site.”

LPM3 Public Radio Exchange (PRX) What’s notable? Advisory council changes “ We’ve added a number of very young people to our advisory board ‑ people in their 20s who use media completely differently ‑ and we are paying a great deal of attention to the kinds of advice we're getting from them” Philanthropy for funding “ Philanthropy is absolutely essential to accomplishing any of our goals. Louisville is a city without a lot of foundations, but it has many, many rich families and individual donors. So, that has been our target. ” “ New media” sells “ New media is sexy . When you are pitching to potential donors you talk until you see some glimmer of interest in their eyes. Usually, it's when I start talking about the new media stuff.” Staffing is working out Staff have taken to the new roles and expectations. “Surprisingly so. It’s helped by the fact that we have a staff that is kind of in to this stuff”.

Advisory council changes

“ We’ve added a number of very young people to our advisory board ‑ people in their 20s who use media completely differently ‑ and we are paying a great deal of attention to the kinds of advice we're getting from them”

Philanthropy for funding

“ Philanthropy is absolutely essential to accomplishing any of our goals. Louisville is a city without a lot of foundations, but it has many, many rich families and individual donors. So, that has been our target. ”

“ New media” sells

“ New media is sexy . When you are pitching to potential donors you talk until you see some glimmer of interest in their eyes. Usually, it's when I start talking about the new media stuff.”

Staffing is working out

Staff have taken to the new roles and expectations. “Surprisingly so. It’s helped by the fact that we have a staff that is kind of in to this stuff”.

LPM4 Public Radio Exchange (PRX) What’s the Lesson? Put marketing muscle behind the experiments “ We been focusing on promoting certain “marquee” feature stories with added web content and have seen some really great results ‑ like 2x or 3x times increase -- because we simply, really, banged them over the head with it on air.” Don’t assume it’s just for news “ It's more obvious for the news station to be involved with something like adding video. But our classical station manager bought a little digital video camera and has started doing videos of interviews with performers … and people tell me, ‘Oh yes. I went and I looked into that interview.’“ I t’s a long road ahead “ The number of hits per month is pretty pathetic, actually. We're just taking baby steps at this point, trying to figure out what can actually draw people to our website.

Put marketing muscle behind the experiments

“ We been focusing on promoting certain “marquee” feature stories with added web content and have seen some really great results ‑ like 2x or 3x times increase -- because we simply, really, banged them over the head with it on air.”

Don’t assume it’s just for news

“ It's more obvious for the news station to be involved with something like adding video. But our classical station manager bought a little digital video camera and has started doing videos of interviews with performers … and people tell me, ‘Oh yes. I went and I looked into that interview.’“

I t’s a long road ahead

“ The number of hits per month is pretty pathetic, actually. We're just taking baby steps at this point, trying to figure out what can actually draw people to our website.

KUOW1 Jenna Montgomery Director of online Service Wayne Roth General Manager Public Radio Exchange (PRX) What’s the Strategy? Focus on local editorial content, quality and judgment Put your resources into creating content that covers the Puget Sound area on behalf of listeners/users who want a trusted source. “Not everyone wants to be their own online editor or program director.” Make the web content integral “ Web content is tied to broadcast productions but that content is part of storyboarding a piece from the very start.” Create a deep archive of unique content It adds real, enduring value to the website and it’s key to being found through search. “We’re watching as we crawl to the top of certain searches”.

Jenna Montgomery

Director of online Service

Wayne Roth

General Manager

Focus on local editorial content, quality and judgment

Put your resources into creating content that covers the Puget Sound area on behalf of listeners/users who want a trusted source. “Not everyone wants to be their own online editor or program director.”

Make the web content integral

“ Web content is tied to broadcast productions but that content is part of storyboarding a piece from the very start.”

Create a deep archive of unique content

It adds real, enduring value to the website and it’s key to being found through search. “We’re watching as we crawl to the top of certain searches”.

KUOW2 Public Radio Exchange (PRX) What’s the Strategy? Keep the same economic model Make online just another part of the operating budget. Keep the look and feel of a public service institution. “You can’t mix the commercial and noncommercial – people will differentiate. We don’t want to become a ‘buy now’ site.” Maintain KUOW as the brand “ It’s known and valuable.”

Keep the same economic model

Make online just another part of the operating budget. Keep the look and feel of a public service institution. “You can’t mix the commercial and noncommercial – people will differentiate. We don’t want to become a ‘buy now’ site.”

Maintain KUOW as the brand

“ It’s known and valuable.”

KUOW3 Public Radio Exchange (PRX) What’s notable? Keep shifting local production to local content “ We used to do four to five national author interviews a week. They were usually the same as could be heard on any interview from the author’s tour. Now we only do about one per week. ” Curate all content for local sensibilities (on-air and online) Curating for local sensibilities means giving less time to “inside the beltway intrigue about Scooter Libby” and more to topics and perspectives of interest to Puget Sound listeners. It requires seeking content from any source that appeals to these local interests and sensibilities and flexibility in how it’s used on-air and online. Pick your medium for your purpose KUOW sees an important roles for itself, in conjunction with local partners, as a convener that stimulates public discussion. On-air and online can support this through content development but the main medium for convening is face-to-face. That’s where and how real community is built.

Keep shifting local production to local content

“ We used to do four to five national author interviews a week. They were usually the same as could be heard on any interview from the author’s tour. Now we only do about one per week. ”

Curate all content for local sensibilities (on-air and online)

Curating for local sensibilities means giving less time to “inside the beltway intrigue about Scooter Libby” and more to topics and perspectives of interest to Puget Sound listeners. It requires seeking content from any source that appeals to these local interests and sensibilities and flexibility in how it’s used on-air and online.

Pick your medium for your purpose

KUOW sees an important roles for itself, in conjunction with local partners, as a convener that stimulates public discussion. On-air and online can support this through content development but the main medium for convening is face-to-face. That’s where and how real community is built.

KUOW4 Public Radio Exchange (PRX) What’s the lesson? There’s no need to be a groundbreaker. Being a fast-follower works fine in this world. Be cautious of gadgets. Let others master the applications. Establish distinct accountability for online but integrate it across the operation Creating a collaborative and coordinated dynamic for online within the station is key. At KUOW the Director of online Service reports to the assistant GM but she and her staff work closely across departments, particularly programming. “You can get off the rails by having online become too much of it’s own ‘company’.”

There’s no need to be a groundbreaker.

Being a fast-follower works fine in this world.

Be cautious of gadgets.

Let others master the applications.

Establish distinct accountability for online but integrate it across the operation

Creating a collaborative and coordinated dynamic for online within the station is key. At KUOW the Director of online Service reports to the assistant GM but she and her staff work closely across departments, particularly programming. “You can get off the rails by having online become too much of it’s own ‘company’.”

KUOW5 Public Radio Exchange (PRX) What’s the lesson? Pay attention to navigation and ease of use Expert, focused and dedicated attention to the design has helped greatly. “We cleaned up the navigation ‘designed by committee’. Now we regularly look for and reference sites that work well in terms of bringing forward what is most important and making it very easy to find things.” Engage your online users in the design and usefulness of the site itself Polling users about their recently re-launched site has yielded significant and very constructive feedback, including some simple but critical items. “We found out that older users where having problems with the light type.”

Pay attention to navigation and ease of use

Expert, focused and dedicated attention to the design has helped greatly. “We cleaned up the navigation ‘designed by committee’. Now we regularly look for and reference sites that work well in terms of bringing forward what is most important and making it very easy to find things.”

Engage your online users in the design and usefulness of the site itself

Polling users about their recently re-launched site has yielded significant and very constructive feedback, including some simple but critical items. “We found out that older users where having problems with the light type.”

Tim Eby Radio Station Manager Susan Meyer Director of Communications Public Radio Exchange (PRX) What’s the Strategy? Collaboration model WOSU and other local institutions are &quot;pooling collective knowledge because some of these folks are further in their thinking than we are&quot; Balance journalism and community “ We have got to be open. We must maintain our journalistic credibility on the one side, but also find ways to build community on the other to bring in those voices who are experiencing events and have ideas” Early steps... but definitely social &quot;The question is: 'How do we make Columbus a better place to live by applying social media?'&quot;

Tim Eby

Radio Station Manager

Susan Meyer

Director of Communications

Collaboration model

WOSU and other local institutions are &quot;pooling collective knowledge because some of these folks are further in their thinking than we are&quot;

Balance journalism and community

“ We have got to be open. We must maintain our journalistic credibility on the one side, but also find ways to build community on the other to bring in those voices who are experiencing events and have ideas”

Early steps... but definitely social

&quot;The question is: 'How do we make Columbus a better place to live by applying social media?'&quot;

Public Radio Exchange (PRX) What’snotable? Blogger outreach = relevance &quot;The Columbus Social Media Cafe is community building... that gives us some opportunity to capitalize on creating more partnerships in the community.” Community Engagement Pro? &quot;It is really critical that we have somebody focusing on engaging in a way that is deeper and more meaningful and stretching into different communities than what we are doing haphazardly now.&quot;

Blogger outreach = relevance

&quot;The Columbus Social Media Cafe is community building... that gives us some opportunity to capitalize on creating more partnerships in the community.”

Community Engagement Pro?

&quot;It is really critical that we have somebody focusing on engaging in a way that is deeper and more meaningful and stretching into different communities than what we are doing haphazardly now.&quot;

Public Radio Exchange (PRX) What’s the lesson? Need staff buy-in &quot;They haven't embraced social media. Some web producers haven't embraced where we need to go.&quot; New leadership, fewer silos &quot;If you look at TV managers, radio managers, web managers - the nature of those positions are changing and they are not siloed anymore. &quot; Developers need to leverage new network tools (e.g. NPR API) &quot;We don't have anybody in house who has the expertise to really take that and create some different things that could really be unique and tie in with what we are doing locally.&quot;

Need staff buy-in

&quot;They haven't embraced social media. Some web producers haven't embraced where we need to go.&quot;

New leadership, fewer silos

&quot;If you look at TV managers, radio managers, web managers - the nature of those positions are changing and they are not siloed anymore. &quot;

Developers need to leverage new network tools

(e.g. NPR API)

&quot;We don't have anybody in house who has the expertise to really take that and create some different things that could really be unique and tie in with what we are doing locally.&quot;

Steve Bass President & CEO Lynne Pollard VP, Interactive Services Public Radio Exchange (PRX) What’s the Strategy? Online supports TV and radio &quot;The economics don't yet favor things completely divorced from the broadcast world.&quot; Local branding is supreme &quot;We want OPB to be more prominent than PBS and NPR. National attracts the listener, but the local connection is what keeps them.” Balance the investment in original programming between terrestrial and online “ When we start to think about the multimedia environment, we are thinking about how the traditional geographic territories that broadcasters have served are eroding.”

Steve Bass

President & CEO

Lynne Pollard

VP, Interactive Services

Online supports TV and radio

&quot;The economics don't yet favor things completely divorced from the broadcast world.&quot;

Local branding is supreme

&quot;We want OPB to be more prominent than PBS and NPR. National attracts the listener, but the local connection is what keeps them.”

Balance the investment in original programming between terrestrial and online

“ When we start to think about the multimedia environment, we are thinking about how the traditional geographic territories that broadcasters have served are eroding.”

Public Radio Exchange (PRX) What’s notable? Archives (and video) rule (Oregon Field Guide) “ We've had an advantage in that we've had things that have readily lent themselves to online and on demand sort of manifestations; they’re extensions of broadcast properties.” A 'win' doesn't always mean online traffic (OPBMusic concert sponsorship) &quot;There was a big concert here in Portland here a few months ago. And people in the audience were wearing their OPB Music t-shirts, which is pretty funny because we were only a few months in to the site. The next day you saw no big bump in traffic to the site. And what we think is happening is that it t deepened the engagement without driving traffic to the site.&quot; Audience engagement works. Here. &quot;BBC World 'Have Your Say,' not too long after OPB had joined, said that they got more texts and online comments and calls from Oregon from anywhere else.&quot;

Archives (and video) rule

(Oregon Field Guide)

“ We've had an advantage in that we've had things that have readily lent themselves to online and on demand sort of manifestations; they’re extensions of broadcast properties.”

A 'win' doesn't always mean online traffic

(OPBMusic concert sponsorship)

&quot;There was a big concert here in Portland here a few months ago. And people in the audience were wearing their OPB Music t-shirts, which is pretty funny because we were only a few months in to the site. The next day you saw no big bump in traffic to the site. And what we think is happening is that it t deepened the engagement without driving traffic to the site.&quot;

Audience engagement works. Here.

&quot;BBC World 'Have Your Say,' not too long after OPB had joined, said that they got more texts and online comments and calls from Oregon from anywhere else.&quot;

Public Radio Exchange (PRX) What’s the lesson? Play to strengths. Sometimes. OPBMusic.org &quot;One would say we were playing to something that we were weak in.&quot; Scale is all Without sufficient content, funding, talent and local branding, station online efforts struggles to work. Be willing to give up control “ The difference between broadcast and online is control and who has it. The audience now will choose both in terms of what it is going to watch, where it is going to watch, when it is going to watch. Here at OPB, we can extend that to really having some confidence in our audience and how they are going to engage with us.”

Play to strengths. Sometimes.

OPBMusic.org

&quot;One would say we were playing to something that we were weak in.&quot;

Scale is all

Without sufficient content, funding, talent and local branding, station online efforts struggles to work.

Be willing to give up control

“ The difference between broadcast and online is control and who has it. The audience now will choose both in terms of what it is going to watch, where it is going to watch, when it is going to watch. Here at OPB, we can extend that to really having some confidence in our audience and how they are going to engage with us.”

D. How clear are our online strategies? Importance of strategic clarity in this context … Still evolving territory -- all the more need to take and set bearings Risk of chasing trends and picking up tools Risk of taking an online direction misaligned with overall strategy for “institutional significance” Risks of reacting, drifting and dissipating resources Limited resources to invest and as yet unclear ROI -- opportunity costs of mis-investing in the web Dilemma of choice -- nothing has choices like the web and too many choices can lead to poor choices Limitations of scale and talent at the station level -- risks of overreaching and poor execution for all to see Public Radio Exchange (PRX)

Importance of strategic clarity in this context …

Still evolving territory -- all the more need to take and set bearings

Risk of chasing trends and picking up tools

Risk of taking an online direction misaligned with overall strategy for “institutional significance”

Risks of reacting, drifting and dissipating resources

Limited resources to invest and as yet unclear ROI -- opportunity costs of mis-investing in the web

Dilemma of choice -- nothing has choices like the web and too many choices can lead to poor choices

Limitations of scale and talent at the station level -- risks of overreaching and poor execution for all to see

Strategic intent A larger role for stations: Strategic position: trusted and sophisticated producers, selectors, and context setters for content of high quality and depth Build out capacities as authenticators and recommenders in an interactive community Leverage trust and reach to convene on the civic and cultural issues and interests of our time --Station Resource Group Public Radio Exchange (PRX)

A larger role for stations:

Strategic position: trusted and sophisticated producers, selectors, and context setters for content of high quality and depth

Build out capacities as authenticators and recommenders in an interactive community

Leverage trust and reach to convene on the civic and cultural issues and interests of our time

--Station Resource Group

Scope of a fully integrated online strategy … Work in process Strategic Intent (institutional purpose, core values,vision) Public Media Strategy* ( options, choices, approaches, tactics ) Online Strategy ( options, choices, approaches, tactics ) Online Value Proposition ( from user and competitor perspectives ) Organization Model Investment Approach Performance Assessment Model “’ Integrated strategy’ would be too fancy a phrase for what we're doing. I think we're all inching along, trying things. I like ‘experimental’ better than ‘integrated strategy.’ An integrated strategy suggests that we really know what we're doing.” * The overall strategy for becoming a “significant institution” in SRG terms

Public Media strategy: mapping the factors Content Geographic orientation Subject matter orientation Audience Target Impact Access Interaction & engagement Economic model Sources/mix Interrelation-ship of sources Platform positioning Public Media Strategic Options KEY FACTORS Public Radio Exchange (PRX)

Public Media strategy: mapping the factors and options Integrated approach/appeals Content Geographic orientation Local from the local perspective Local from a global perspective Global for the locals Subject matter orientation Broad survey [cover the landscape; keep users’ in the know] Deep dive [own certain subjects; be the “go to” source] Audience Target Impact Greater share of target segment(s) More time spent using Increased value from time spent using Extension of existing segments(s) New segment(s) Existing segment(s) Access Where expected [e.g. analog FM broadcast and web stream - for now] Early to everywhere [e.g. mobile, other websites, satellite - others as emerge] Interaction & engagement Encouraging contributions Building station community & loyalty Building civic community Economic model Sources/mix Existing sources and mix Some new sources and remix Significant new sources and remix Interrelation-ship of sources Independent streams Platform positioning Broadcast leads [all web content linked to and supplements broadcast programs] Fully cross-leveraged [complementary but distinct content; heavy cross-promotion] Web leads [unique, deep web content; resources shift to web; broadcast sends to web] Agnostic and independent [content determines platform; each grows/serves on own] Public Media Strategic Options KEY FACTORS STRATEGIC OPTIONS Public Radio Exchange (PRX)

Integrated approach/appeals

Local from the local perspective

Local from a global perspective

Global for the locals

Broad survey [cover the landscape; keep users’ in the know]

Deep dive [own certain subjects; be the “go to” source]

Greater share of target segment(s)

More time spent using

Increased value from time spent using

Extension of existing segments(s)

New segment(s)

Existing segment(s)

Where expected [e.g. analog FM broadcast and web stream - for now]

Early to everywhere [e.g. mobile, other websites, satellite - others as emerge]

Encouraging contributions

Building station community & loyalty

Building civic community

Existing sources and mix

Some new sources and remix

Significant new sources and remix

Independent streams

Broadcast leads [all web content linked to and supplements broadcast programs]

Fully cross-leveraged [complementary but distinct content; heavy cross-promotion]

Web leads [unique, deep web content; resources shift to web; broadcast sends to web]

Agnostic and independent [content determines platform; each grows/serves on own]

Branching further down to the details on options … Interaction & engagement Encouraging contributions Public Media Strategic Options Content Audience Access Economic model Platform positioning Money & materials Time & services Building civic community Building social networks (issue/topic focused) Informing (issue/topic focused) Convening I think the emphasis on engagement from our 20’s advisory board members is more on content than on the social networking part. They have other ways that they can do that. KEY FACTORS STRATEGIC OPTIONS >>>> TACTICAL OPTIONS Public Radio Exchange (PRX) Text Pictures Audio Video Content Information Feedback on content Opinions on issues Leads/contacts Expert knowledge Building station community & loyalty Social networks (station focused) Updates Transparency

Public Media strategy: making choices Audience Target Existing segment: college educated; civically minded Impact Greater share of target segment: intensively and continuously cross-market through high affinity organizations and sources Content Geographic orientation Local from a global perspective: curate content from all sources for local sensibilities; build to critical mass of local content (~20% of broadcast) Subject matter orientation Broad survey: be the area’s primary media source for “staying in touch” across a broad range of topics and perspectives Public Media Strategic Choices Access Where expected: analog/HD FM and web streaming and on-demand Platform positioning Broadcast leads: all other platforms (web, events) focused on promoting and enhancing broadcast programming and increasing broadcast listening Interaction and engagement Encouraging contributions: focus on tapping listeners for opinions, perspectives and feature leads in structured and ongoing ways Building ”station” community: increase listeners’ “self-identity” as listeners; use their networks to encourage others to listen/view Economic model Some new sources and mix: continued focus on individual contributions and underwriting; increased focus on #s vs. just $s; add major philanthropic support for local production Integrated approaches/appeals: tightly linked appeals across platforms aimed at increasing membership count Increased value from time spent using: focus on quality and editorial judgment (as counter and refuge from the blogosphere) Sources Interrelation-ship of sources KEY FACTORS STRATEGIC CHOICES Illustrative Public Radio Exchange (PRX)

Existing segment: college educated; civically minded

Greater share of target segment: intensively and continuously cross-market through high affinity organizations and sources

Local from a global perspective: curate content from all sources for local sensibilities; build to critical mass of local content (~20% of broadcast)

Broad survey: be the area’s primary media source for “staying in touch” across a broad range of topics and perspectives

Where expected: analog/HD FM and web streaming and on-demand

Broadcast leads: all other platforms (web, events) focused on promoting and enhancing broadcast programming and increasing broadcast listening

Encouraging contributions: focus on tapping listeners for opinions, perspectives and feature leads in structured and ongoing ways

Building ”station” community: increase listeners’ “self-identity” as listeners; use their networks to encourage others to listen/view

Some new sources and mix: continued focus on individual contributions and underwriting; increased focus on #s vs. just $s; add major philanthropic support for local production

Integrated approaches/appeals: tightly linked appeals across platforms aimed at increasing membership count

Increased value from time spent using: focus on quality and editorial judgment (as counter and refuge from the blogosphere)

Online strategy: deriving from overall strategy Audience Target Existing segment Impact Greater share of target segment Content Geographic orientation Local from a global perspective Subject matter orientation Broad survey Public Media Strategy Access Where expected Platform positioning Broadcast leads Interaction and engagement Encouraging contributions Building ”station” community Economic model Some new sources and mix Integrated approaches/appeals Illustrative Increased value from time spent using Sources Interrelation-ship of sources Build deep, well tagged and indexed archive of local productions to attract new users via search Make active, targeted use of Facebook, Gather and Twitter to create awareness and promote listening (real-person presence; daily “picks”) Build consortia of high-affinity area websites who will include “listen now” and “now playing” modules/links on their homepages Incorporate NPR, PRI, etc. program promo feeds to provide “global” presence but only in the context of local content of like kind Provide prominent topical navigation (news, arts, etc.) leading to topical homepages offering integrated view of current station offerings/content Provide high quality, high reliability, streaming for all audio formats; offer extensive online and on-call help for using Provide podcasts and audio on demand access for all local content productions; provide prominent, multiple points of access on site Link all web content to on-air program promotion and enhancement; provide some layer of added content for every on-air program Focus on solicitation of feedback/ideas/leads via station blog with comments, “comment” feature on all story postings, and 2x week polling Provide heavy on air promotion for participation and recognition of input received Encourage listener/users to use their social network sites to identify themselves and listeners and “talk up” their favorite programming and provide links (on-air and through station’s own social networking sites) Encourage smaller “contribute” donations throughout site (vs. “join now”) to build the file Offer underwriting of podcasts (following exiting UW guidelines) No web advertising (maintain noncommercial feel); enhance on-air underwriting with visual credits placed with program listings/descriptions Online Strategy and Tactics Focus on ease of navigation and search (user testing, expert advice) KEY FACTORS STRATEGIC CHOICES Public Radio Exchange (PRX)

Build deep, well tagged and indexed archive of local productions to attract new users via search

Make active, targeted use of Facebook, Gather and Twitter to create awareness and promote listening (real-person presence; daily “picks”)

Build consortia of high-affinity area websites who will include “listen now” and “now playing” modules/links on their homepages

Incorporate NPR, PRI, etc. program promo feeds to provide “global” presence but only in the context of local content of like kind

Provide prominent topical navigation (news, arts, etc.) leading to topical homepages offering integrated view of current station offerings/content

Provide high quality, high reliability, streaming for all audio formats; offer extensive online and on-call help for using

Provide podcasts and audio on demand access for all local content productions; provide prominent, multiple points of access on site

Link all web content to on-air program promotion and enhancement; provide some layer of added content for every on-air program

Focus on solicitation of feedback/ideas/leads via station blog with comments, “comment” feature on all story postings, and 2x week polling

Provide heavy on air promotion for participation and recognition of input received

Encourage listener/users to use their social network sites to identify themselves and listeners and “talk up” their favorite programming and provide links (on-air and through station’s own social networking sites)

Encourage smaller “contribute” donations throughout site (vs. “join now”) to build the file

Offer underwriting of podcasts (following exiting UW guidelines)

No web advertising (maintain noncommercial feel); enhance on-air underwriting with visual credits placed with program listings/descriptions

Focus on ease of navigation and search (user testing, expert advice)

Competitive value proposition Benefits Content Credibility Superior local coverage and content Better integration of local and global content Deep archive on key area issues Costs Limited access Better editorial/curatorial sensibility Unusual organizational transparency` Difficulty of navigation Engaging discussion participation Personally posted and credited content Clutter Sense of belonging Sense of ownership Slow load streams; poor audio quality; player incompatibility Visual incompatibility and clutter of advertising; competing page elements Casting off to other sites; un-integrated sections/pages Awareness of the value proposition Online Value Proposition Difficulty of search (-) (+) Lack of search capabilities and options; spurious search results KEY FACTORS PROPOSITION POINTS AND COMPETITIVE POSITIONING Context “ A reporter from the newspaper told us that our website was now up in their newsroom all the time. They're always monitoring what we're producing a lot more interesting local content.” Lifelessness Inactive blogs, threadless discussion boards, static or automated social networking pages; no “voice”; no sense of place Public Radio Exchange (PRX)

Competitive value proposition (sample choice map) Awareness of the value proposition Sources Broadcast channels Social network sites Frequency Time Receptivity KEY FACTORS PROMOTION OPTIONS Place Context Own Website(s) Direct mail Public Radio Exchange (PRX) Benefits Costs online Value Proposition (-) (+) Others’ Other organization’s sites (cross-promotion) Personal referrals (“share this” emails, etc.) Search Paid search Paid placement Personal social networking sites

E. What is our collective agenda for greater online significance? Strategy development Audience understanding and measurement Production and operating models Economic models Organization models What are your greatest needs for support and assistance over the next two years in developing and managing your online services? System-wide resources and support No Need Greatest Need Greatest Need Mentions 8 2 2 2 2 2 Public Radio Exchange (PRX)

Contact: Jake Shapiro Executive Director, PRX [email_address] 617.576.5455