A Small, Good Thing
Tom Webster
Vice President, Strategy and Marketing
Edison Research
14 October, 2009

The Radio business is...challenging.

Do More With Less?

It’s Easy To Feel Beaten Down

What can I really do to fix it?

How Do We Stay Positive...And Productive?

How Do I Manage Me?

What’s The Key To Happiness?

Happiness is determined by...
“Set Point”
50%
10%
Actions
40%
SOURCE: Lyubomirsky, S., Sheldon, K. and Schadke, D. (2005)> Pursuing happiness: The architecture of sustainable change.
Review of General Psychology, 9: 111-31

Happiness is determined by...
“Set Point”
50%
Circumstances
10%
40%
SOURCE: Lyubomirsky, S., Sheldon, K. and Schadke, D. (2005)> Pursuing happiness: The architecture of sustainable change.
Review of General Psychology, 9: 111-31

Happiness is determined by...
“Set Point”
50%
Circumstances
10%
Actions
40%
SOURCE: Lyubomirsky, S., Sheldon, K. and Schadke, D. (2005)> Pursuing happiness: The architecture of sustainable change.
Review of General Psychology, 9: 111-31

Happiness is determined by...
“Set Point”
50%
Circumstances
10%
Actions
40%
SOURCE: Lyubomirsky, S., Sheldon, K. and Schadke, D. (2005)> Pursuing happiness: The architecture of sustainable change.
Review of General Psychology, 9: 111-31

Good managers have a bias for action.
-Tom Peters

Sometimes, thinking about the future leads to
paralysis in the present.

What Kinds Of Things Can We Do...Now?

Small, Good Things.

“A Small, Good Thing”
Raymond Carver

Six, Small Good Things You Can Do:
• Build A Community Outpost • Learn A Language
• Start A Fan Club • Hit The Shed
• Ask For Help • Make Stuff

1. Build A Community Outpost

1. Build A Community Outpost
• Start An Audio Tumblelog

1. Build An Outpost
• Start An Audio Tumblelog
• {OPTIONAL} Set Up A Custom Domain at audioblog.[your call letters].com

1. Build A Community Outpost
• Start An Audio Tumblelog
• {OPTIONAL} Set Up A Custom Domain at audioblog.[your call letters].com
• Reach Out To Community Groups For Content

1. Build A Community Outpost
• Start An Audio Tumblelog
• {OPTIONAL} Set Up A Custom Domain at audioblog.[your call letters].com
• Reach Out To Community Groups For Content
• Embrace Public Affairs Programming!
• Remember--the perfect is the enemy of the good.

2. Start A Fan Club

2. Start A Fan Club
• Log into Facebook

2. Start A Fan Club
• Log into Facebook
• Start A Group

Q. Why A “Group?” Why Not A Fan Page?

A. Because it’s easier for you, and easier for them.

A. Because it’s easier for you, and easier for them.
(and you probably don’t need permission)

What Should Your Facebook Group Be About?

Them.

2. Start A Fan Club
• Log into Facebook
• Start A Group
• Your Facebook Group Should:
• Be About Your Community
• Invite ANYONE From Your Market (SEARCH!)
• Pass On Information About Events
• Share Content About Your Town
• Be A Playground For Talent & Listeners To Interact As PEERS

Never Forget:
You have as much right as anyone else
to carve out a space on the Internet

Why Do This? How Will It Help My Ratings?

Never Forget Your Core Business--
Butts In Seats, Bodies In Showrooms

3. Ask For Help

3. Ask For Help
• Sign up for Twitter (if you haven’t already).

3. Ask For Help
• Sign up for Twitter (if you haven’t already).
• Sign up as YOU, not as the “station.”

3. Ask For Help
• Sign up for Twitter (if you haven’t already).
• Sign up as YOU, not as the “station.”
• Search for, and follow, people from your market

3. Ask For Help
• Sign up for Twitter (if you haven’t already).
• Sign up as YOU, not as the “station.”
• Search for, and follow, people from your market
• Create a “virtual music meeting” - Give it a hashtag (#MIX96)

3. Ask For Help
• Sign up for Twitter (if you haven’t already).
• Sign up as YOU, not as the “station.”
• Search for, and follow, people from your market
• Create a “virtual music meeting” - Give it a hashtag (#MIX96)
• The “research” is not the point. The conversation is the point.

What if our listeners aren’t on Twitter?

They will be, because you told them to.
YOU are the tastemakers.

So, enough about them. What about YOU?

4. Learn A Language

4. Learn A Language
• HTML
• Podcasting
• Digital Photography Basics

Don’t EVER be held hostage by the “Webmaster”

YOU be the webmaster. You control your content.

5. Hit The Shed

6. Make Stuff

What Can You Make?

If you make stuff, own the place you put it.

Re-connect with why you got into radio in the first place.

Total Fees And Expenses
1. Build an Outpost $FREE
2. Start a Fan Club $FREE
3. Ask for Help $FREE
4. Learn A Language $250/yr
5. Hit The Shed $1000 (app.)
6. Make Stuff $150/yr
TOTAL $1400

How To Justify The Expense:

How To Justify The Expense:

How To Justify The Expense:

Make The Investment
Total Spent On Them: Nada
Total Spent On YOU: $1400
Total Benefit: LIMITLESS

Clear The Decks.
Reconnect.
Embrace Community.
Embrace Technology.

Relinquish Control Of Your Brand.
Take Control Of Your Career and Future

Do lots of little things, all the time. Some will stick.

One last thought.

What’s your problem...

What’s your problem...

What’s your problem... Now?

Now?

Now?

Now is good.

Photos gleefully ripped from:
Failblog.org
Engrish.com
Thereifixedit.com

THANK YOU.
Find me:
Edison (http://www.edisonresearch.com)
The Infinite Dial (http://www.edisonresearch.com)
Facebook (http://www.facebook.com/webby2001)
Twitter (http://www.twitter.com/webby2001)
LinkedIn (http://www.linkedin.com/in/tomwebster)
BrandSavant: http://www.brandsavant.com
DataSnob: http://www.datasnob.com
Lifestream: http://www.tomwebster.org