3. Who am I?
Ben Stroud
Community Editor:
Ministry of Sound,
Smooth Radio, Real
Radio
Six years of tangible
experience in social
media
Southampton FC fan
5. Aim
To give an overview of what has been achieved at
GMG Radio with social media
6. Aim
To give an overview of what has been achieved at
GMG Radio with social media
To explain the processes we have used
7. Aim
To give an overview of what has been achieved at
GMG Radio with social media
To explain the processes we have used
How the process has improved
8. Aim
To give an overview of what has been achieved at
GMG Radio with social media
To explain the processes we have used
How the process has improved
Adoption of new platforms
13. Arrival
Arrived October 2010
First role was to ascertain how many social media
accounts we had, and report back
Summarise discoveries
Highlight strengths
14. Arrival
Arrived October 2010
First role was to ascertain how many social media
accounts we had, and report back
Summarise discoveries
Highlight strengths
Highlight weaknesses
15. Arrival
Arrived October 2010
First role was to ascertain how many social media
accounts we had, and report back
Summarise discoveries
Highlight strengths
Highlight weaknesses
The first GMG Radio social media audit
18. Social Media Audit -
purpose
1. Understand our
Social landscape
2. Ascertain and highlight
Strengths & weaknesses
19. Social Media Audit -
purpose
1. Understand our
Social landscape
2. Ascertain and highlight
Strengths & weaknesses
3. Lay foundations for our
Community policy
20. Social Media Audit -
purpose
1. Understand our
Social landscape
2. Ascertain and highlight
Strengths & weaknesses
3. Lay foundations for our
Community policy
23. Social Media glossary
Fan/Follower - Different platforms, differing
definitions
Social accounts - Twitter, Facebook, Myspace,
Youtube, etc
24. Social Media glossary
Fan/Follower - Different platforms, differing
definitions
Social accounts - Twitter, Facebook, Myspace,
Youtube, etc
Inactive Accounts - accounts not used within two
months
25. Social Media glossary
Fan/Follower - Different platforms, differing
definitions
Social accounts - Twitter, Facebook, Myspace,
Youtube, etc
Inactive Accounts - accounts not used within two
months
Hybrid Accounts - accounts set up in breach of a
social platform’s guidelines
32. Audit Conclusions
Too many & wrong type of accounts
Too many inactive pages
Confusing experience
Inconsistent branding & content quality
33. Audit Conclusions
Too many & wrong type of accounts
Too many inactive pages
Confusing experience
Inconsistent branding & content quality
Un-moderated content
34. Audit Conclusions
Too many & wrong type of accounts
Too many inactive pages
Confusing experience
Inconsistent branding & content quality
Un-moderated content
Need for guidance and direction
35. Audit Conclusions
Too many & wrong type of accounts
Too many inactive pages
Confusing experience
Inconsistent branding & content quality
Un-moderated content
Need for guidance and direction
Migrate ‘at-risk’ hybrid pages
40. New social structure
Migrated audience where possible
Each regional brand has one Facebook, one Twitter, one
Google+ page.
41. New social structure
Migrated audience where possible
Each regional brand has one Facebook, one Twitter, one
Google+ page.
Two network Youtube pages: Real Radio, Real Radio XS
and Smooth Radio network
42. New social structure
Migrated audience where possible
Each regional brand has one Facebook, one Twitter, one
Google+ page.
Two network Youtube pages: Real Radio, Real Radio XS
and Smooth Radio network
Implemented social content strategy:
43. New social structure
Migrated audience where possible
Each regional brand has one Facebook, one Twitter, one
Google+ page.
Two network Youtube pages: Real Radio, Real Radio XS
and Smooth Radio network
Implemented social content strategy:
Focus on growing station reach and content
consumption via social conversation and engagement
48. Steering Groups
Social implementation team - ‘doers’
Multiple locations: Glasgow, Manchester, London.
Leeds, Newcastle and Cardiff
Responsible for regional engagement and
conversation
49. Steering Groups
Social implementation team - ‘doers’
Multiple locations: Glasgow, Manchester, London.
Leeds, Newcastle and Cardiff
Responsible for regional engagement and
conversation
Drawn from a variety of disciplines: programming,
content, marketing, PR.
53. Social forum
Why have a forum?
Steering groups = Implementation ‘doing’
Forum = Overall direction ‘monitoring’
54. Social forum
Why have a forum?
Steering groups = Implementation ‘doing’
Forum = Overall direction ‘monitoring’
Big stories and themes
55. Social forum
Why have a forum?
Steering groups = Implementation ‘doing’
Forum = Overall direction ‘monitoring’
Big stories and themes
Monitor successes, share concerns
56. Social forum
Why have a forum?
Steering groups = Implementation ‘doing’
Forum = Overall direction ‘monitoring’
Big stories and themes
Monitor successes, share concerns
How we resource and support Social
57. Social forum
Why have a forum?
Steering groups = Implementation ‘doing’
Forum = Overall direction ‘monitoring’
Big stories and themes
Monitor successes, share concerns
How we resource and support Social
Quarterly sessions
62. Social policy
Provide guidance and remove business risk
For Social publishers
Similar to IT Policy (administered by HR)
Based on: Guardian / NPR Community Guidelines
63. Social policy
Provide guidance and remove business risk
For Social publishers
Similar to IT Policy (administered by HR)
Based on: Guardian / NPR Community Guidelines
Legality: eLegal protection
64. Social policy
Provide guidance and remove business risk
For Social publishers
Similar to IT Policy (administered by HR)
Based on: Guardian / NPR Community Guidelines
Legality: eLegal protection
Key documentation reviews in progress
65. Social policy
Provide guidance and remove business risk
For Social publishers
Similar to IT Policy (administered by HR)
Based on: Guardian / NPR Community Guidelines
Legality: eLegal protection
Key documentation reviews in progress
Updates made through our new CMS
72. Social
structure
Steering groups: ‘Social implementers’
Station and Corporate
Weekly Sprint sessions
Share failures and successes
Encourage best practice
Co-ordinate network campaigns
73. Social
structure
Steering groups: ‘Social implementers’
Station and Corporate
Weekly Sprint sessions
Share failures and successes
Encourage best practice
Co-ordinate network campaigns
First time Social had a structure
78. What is frictionless
sharing?
Websites fully integrated into Facebook’s open graph
Frictionless sharing from our website to our audience’s
newsfeed
Competitions entered
79. What is frictionless
sharing?
Websites fully integrated into Facebook’s open graph
Frictionless sharing from our website to our audience’s
newsfeed
Competitions entered
Articles read
80. What is frictionless
sharing?
Websites fully integrated into Facebook’s open graph
Frictionless sharing from our website to our audience’s
newsfeed
Competitions entered
Articles read
Videos watched
81. What is frictionless
sharing?
Websites fully integrated into Facebook’s open graph
Frictionless sharing from our website to our audience’s
newsfeed
Competitions entered
Articles read
Videos watched
Drives referrals from to our website from Facebook
82. What is frictionless
sharing?
Websites fully integrated into Facebook’s open graph
Frictionless sharing from our website to our audience’s
newsfeed
Competitions entered
Articles read
Videos watched
Drives referrals from to our website from Facebook
Allows us to get into the newsfeed via more than one source
93. Building blocks
Growing the number of
people we reach on
these platforms
Creating a conversation
between our audience
94. Building blocks
Growing the number of
people we reach on
these platforms
Creating a conversation
between our audience
A social media
‘campfire’
95. Building blocks
Growing the number of
people we reach on
these platforms
Creating a conversation
between our audience
A social media
‘campfire’
Building trust
120. Social referrals (visitors)
31% increase to Real
Radio site
66% increase to Smooth
Radio site
50% increase in Smooth
Radio page views
121. Social referrals (visitors)
31% increase to Real
Radio site
66% increase to Smooth
Radio site
50% increase in Smooth
Radio page views
172% increase in Real
Radio page views
132. To recap
Two years
Audit
Implemented a social forum (influencers) and steering group
(doers)
Introduced measurement, benchmarking, metrics
Grown users and engagement on every social media platform
Increased referral traffic to core sites
Changed social outlook of company
