CONVERGENCE



      Comprehensive Web Strategy
            Prepared By
             Taft Moore
DISCONNECT
There are two fundamental disconnects between radio and the web:
1. Nobody is searching for the content on radi...
Organic search results for Santa
Barbara radio
RECONNECT
Reconnecting with an audience online requires us to understand
what consumers are searching for and how the majo...
Top organic search result for
Santa Barbara, CA
RETHINK
Unfortunately a geo-specific web strategy flies in the face of
the demo-specific world of traditional radio advert...
Aggregate website
REBUILD
1.  Build one website targeted to the DMA.
2.  Code all the pages relative to the most searched words and phrases ...
All stations on ONE player
REALIGN
 Priorities and responsibilities have to be realigned to meet these new
  challenges. But effectively the job of ...
Newspaper
TV
Locally targeted website with
multi-media content
DEVELOP TALENT
 Some existing staff and interns can be retrained as
  shooting, editing and uploading video and text
  be...
Broadcast school curriculum
FRANCHISE
A working model operating with positive cash
flow will go a long way towards convincing the
rest of the industry...
Triton Media
Emmis Interactive


       broadcast radio     event /on premise
                           marketing

database marketing ...
REASSESS
Today’s broadcast groups are either:
1. Preparing an exit strategy or
2. Taking a “wait-and-see” approach or
3. P...
CONCLUSION
If we’re going to continue to be operators we have to realize
that serving the local market has always been our...
SUMMARY
   To be successful and reach the goal of becoming the most visited URL by
   those that live in and plan to visit...
CONTACT

 For more information and a comprehensive
  business plan


             Taft Moore
             (818) 800-699...
BIO
Taft Moore began his radio career at WBZ Boston where he produced the 1986 World Series
broadcast and became the young...
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Convergence

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Convergence

  1. 1. CONVERGENCE Comprehensive Web Strategy Prepared By Taft Moore
  2. 2. DISCONNECT There are two fundamental disconnects between radio and the web: 1. Nobody is searching for the content on radio websites. 2. Today’s online advertiser only pays for results. 1. By now its thoroughly apparent that very few people care about the content on radio station websites. DJ pages, station event photos and even program schedules have little or no value. And even if they did no one who searches for them online would find them because few pages are coded to be found by the major search engines including Google, Yahoo and MSN. 2. Anyone who’s sold radio locally knows that the quickest way to lose an account is to execute a point of purchase promotion where consumers get a discount by mentioning the station name or that “the DJ sent (them)”. The client is looking to measure the success of the campaign by the number of people through the door who mention the station. They rarely see a return that justifies their investment. But that’s exactly how advertisers buy online advertising with CPM, CPC and CPA campaigns. They pay for the number of page views, clicks or signups; i.e., the number of “people through the door.” No clicks, no pay.
  3. 3. Organic search results for Santa Barbara radio
  4. 4. RECONNECT Reconnecting with an audience online requires us to understand what consumers are searching for and how the major search engines they use work. Google, Yahoo and MSN are constantly looking for geographically targeted content and have teams of people filtering results to ensure that a listing for “Santa Barbara, CA” returns listings for businesses in Santa Barbara, CA. Products and services with titles and pages coded to be found by the major search engines are the ones that turn up as “organic”, (unpaid or unsponsored), results. The more sites and pages that list the content they seek; i.e., “Santa Barbara used cars, Santa Barbara apartment rentals, Santa Barbara restaurants” etc., the higher the organic listing for your Santa Barbara website. By aggregating all of the existing top searched sites in the DMA for each category onto ONE WEBSITE the listing for your site will appear higher on the page. The higher the listing the more traffic and the more traffic the more value. Broadcast groups need to create websites with enough valuable content to sell these accepted standards for online advertising with CPM, CPC and CPA campaigns.
  5. 5. Top organic search result for Santa Barbara, CA
  6. 6. RETHINK Unfortunately a geo-specific web strategy flies in the face of the demo-specific world of traditional radio advertising. Online advertisers “pay for performance”. They can measure the success of the campaign based on “clicks”. “Reach and frequency” measures the entire audience not the number of consumers that show interest or actually purchase a specific product or service. Also your new website must aggregate traffic to increase value. Just as the cluster offers better reach for the client than one station so too does one website that aggregates all of the media, businesses, services, schools, churches, charities and government agencies for the market offer more value than an individual website targeted to 25-54 year old women who like Celine Dion and want to know what the DJ looks like.
  7. 7. Aggregate website
  8. 8. REBUILD 1. Build one website targeted to the DMA. 2. Code all the pages relative to the most searched words and phrases for the DMA. 3. Establish revenue sharing relationships with content providers including other media, realtors, car dealers, banks, schools, hospitals and major employers. 4. Offer free listings for schools, charities, houses of worship and local government services. 5. Supplement lack of content through third parties like Triton Media until the content can be locally or regionally generated and sold. 6. Market the site on-air, at P-O-P and online as the local online meeting place . 7. Insist that in exchange for the service we provide all partners also market the site. 8. Implement a Database Management System, DMS, that offers the visitor access to coupons, discounts and freebies if they register with our “opt out anytime” VIP membership program and request coupons and discounts from your partners. 9. Connect with an email marketing program like www.constantcontact.com and a texting program like www.hipcricket.com to provide sponsored monthly newsletters and occasional promotional and emergency information text messaging campaigns. 10. Put all stations on one player to aggregate the value of ad insertions, video pre- rolls, banners and links and feature the player prominently on the site.
  9. 9. All stations on ONE player
  10. 10. REALIGN  Priorities and responsibilities have to be realigned to meet these new challenges. But effectively the job of the local radio station to serve by entertaining and informing the market remains. It’s just that now that station is ONE WEBSITE supported by all the staff from ALL THE STATIONS in the cluster.  Job descriptions and qualifications must also be re-configured to manage this new online priority. But essentially we are redefining existing positions in programming, production, sales and traffic departments . By adding video and audio the site will offer engaging and dynamic content including live chats, webinars and cyber remotes hosted by station talent.  And with many of these features available on demand the station can produce as much content as the sales department can sell without any of the traditional inventory restrictions.  For most of our professional lives we’ve been driving listeners to remotes and events. We’ll continue to do that by driving them to an online meeting place. One company owned website for the DMA hosted by station staff directing all listeners from all stations to ONE WEBSITE. And we need to move quickly because newspapers, TV stations and locally targeted stand-alone websites are already there.
  11. 11. Newspaper
  12. 12. TV
  13. 13. Locally targeted website with multi-media content
  14. 14. DEVELOP TALENT  Some existing staff and interns can be retrained as shooting, editing and uploading video and text becomes more a part of daily responsibilities. Eventually we can train future employees onsite as part of an in house “web TV” school that once accredited can offer financial aid programs to students and ultimately a skilled entry level work force for other like-minded companies. Most broadcast schools are already training students for both TV and Radio. Why can’t we?
  15. 15. Broadcast school curriculum
  16. 16. FRANCHISE A working model operating with positive cash flow will go a long way towards convincing the rest of the industry that you have the right model. If they can plug it in without any development costs you can charge a franchise fee plus revenue share and even maintain some of the inventory. Sound familiar?
  17. 17. Triton Media
  18. 18. Emmis Interactive broadcast radio event /on premise marketing database marketing podcasts/ on-demand content websites mobile (sms) music e-commerce streaming (iTunes)
  19. 19. REASSESS Today’s broadcast groups are either: 1. Preparing an exit strategy or 2. Taking a “wait-and-see” approach or 3. Plugging in third party content or 4. Implementing their own strategy or 5. Selling their model to other groups or 6. Some combination of the above.
  20. 20. CONCLUSION If we’re going to continue to be operators we have to realize that serving the local market has always been our core strength. That “Live and Local” is still relevant but must be adapted to meet the changing landscape. Local radio has always competed for advertising dollars with other mediums. But today we compete against them for the same dollars in the same medium. We have to win the battle online. Local newspapers are developing some video content but like local TV and radio are still focused on their core business. Local websites are focused mostly on high organic search results that increase the value of their ads with little commitment to delivering compelling local content. That leaves local radio in an ideal position to fill the void by providing a central portal of local content delivered in a compelling and dynamic way.
  21. 21. SUMMARY To be successful and reach the goal of becoming the most visited URL by those that live in and plan to visit the DMA we must: 1. Follow proven examples wherever possible 2. Integrate an SEO plan targeted at the major search engines 3. Provide the information the consumer seeks 4. Present the data in a dynamic multi-media way 5. Build and market to the database of visitors 6. Provide value for all parties 7. Host partner websites 8. Outsource most content to local partners 9. Mandate that partners market the site 10. Utilize all possible resources to this single initiative By offering compelling content for the DMA we’ll be creating a new geographically targeted social network. An online meeting place where the consumer benefits, the clients profit, the “stations” become vital again and the market thrives. It’s time to use our existing assets to capitalize these new revenue streams.
  22. 22. CONTACT  For more information and a comprehensive business plan  Taft Moore  (818) 800-6999  123tm@roadrunner.com
  23. 23. BIO Taft Moore began his radio career at WBZ Boston where he produced the 1986 World Series broadcast and became the youngest News Producer in the station’s history. As the PD/AM Drive host for the market leading station on Cape Cod he set the high water mark for ratings with a 33.3 share 18-plus and 18.8 share for M25-54. WPXC became the first of two stations he programmed to be nominated for the Marconi Award for “Best Rock Station in America” along with fellow nominees WBCN, WLUP and KROQ. In 1994 Moore led WYBB- Charleston, SC from the middle of the pack to #1 M25-54 in less than twelve months eclipsing market leader WAVF for the first time. In 1995 he was the first person hired by Black Crow Media where he built the group from a single satellite station in a double-wide trailer to 26 “live-and-local” properties across the Southeast. In addition to building trade relationships that he later converted to cash accounts Moore implemented and executed research projects that together with talent coaching delivered winning ratings in AC, Hot AC, Alternative, CHR, Rock, Active Rock, Classic Rock, Classic Hits, Country, Urban and Urban AC. In 1999 R&R published a story confirming that WFKX in Jackson, TN was the #1 12-plus Urban radio station in America by AQH according to Arbitron. In 2002 Moore was hired to manage the promotions department for National Music Marketing, the third largest independent promotion firm in America, where he managed 100 radio station accounts including Radio One, Regent, Sinclair, LBJ, Mapleton and Wilks. Moore went on to produce and sell sponsorship to national tours including a Sony/BMG direct response campaign that broke an artist for RCA records, billed $90,000 in one month and helped set a seven figure record for billing in his department in 2007. In July of 2008 Moore was hired as the Business Development Manager for Aritaur Communications, an original investor in Ando Media, where he was developing flash media players for brands including Volvo, Sea Ray and Row 44, the broadband provider for Alaska, Continental and Southwest Airlines. In that capacity he became intimately familiar with many of the players in this space including Triton Digital, Accuradio, Liquid Compass, Emmis Interactive, Hip Cricket and E.W. Scripps. Moore’s radio-internet model is based on his career in radio and his understanding of existing and emerging trends.
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