Stone Ward Presentation to Arkansas Broadcasters Association

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Emily Reeves spoke to the Arkansas Broadcasters Association about bringing digital and broadcast together and ways to use social media for their local stations.

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Stone Ward Presentation to Arkansas Broadcasters Association

  1. 1. Broadcast + Digital Creating A More Perfect Union presented by Emily Reeves Director of Digital Innovation and Insight Planning
  2. 2. Broadcast + Digital Theme: Be Responsive @StoneWard @Reeves501
  3. 3. Broadcast + Digital The Numbers Can’t Be Ignored @StoneWard @Reeves501
  4. 4. Broadcast + Digital Watching TV & Listening To The Radio Is Now A (Digitally) Social Experience @StoneWard @Reeves501
  5. 5. Broadcast + Digital Competition or Complement? @StoneWard @Reeves501 The Backchannel Conversation 40% of smartphone and tablet owners in the United States used their devices daily last year while consuming broadcast content. Although many of them are checking emails, about 42% of these users also are logged onto social media such as Facebook and Twitter. People are sharing moments while they are watching TV and listening to the radio.They can have access to people well outside the boundaries of their living room to share in the TV shows and radio topics they are passionate about.
  6. 6. Broadcast + Digital Competition or Complement? @StoneWard @Reeves501 COMPLEMENT
  7. 7. Listeners Want What You Have: @StoneWard @Reeves501 CONVERSATION
  8. 8. Viewers Want What You Have: @StoneWard @Reeves501 VIDEO
  9. 9. Broadcast + Digital Doing It @StoneWard @Reeves501
  10. 10. Broadcast + Digital The Benefits of Digital @StoneWard @Reeves501
  11. 11. Broadcast + Digital The Benefits of Digital @StoneWard @Reeves501 • Engage with viewers and listeners directly and one-on- one. • Extend coverage. • Hyperlocal information. • Maintain top-of-mind awareness for your station and your reporters and on-air talent beyond the designated on-air time slot. • Listening and learning. • Involve viewers and listeners in the broadcast.
  12. 12. Broadcast + Digital Digital Is Instant Measurement @StoneWard @Reeves501
  13. 13. Broadcast + Digital Digital Is Instant Measurement @StoneWard @Reeves501 • Watch the engagement numbers (likes, retweets, responses, comments, shares, repeat visits, length of time on site, opens, click-throughs, etc.) • Watch the traffic numbers. • Repeat what works. • Number of fans/followers don’t count as success. • Interactions count as success.
  14. 14. Broadcast + Digital Preparation for Digital Demands @StoneWard @Reeves501
  15. 15. Broadcast + Digital Preparation for Digital Demands @StoneWard @Reeves501 • Rapidly iterate. • Train everyone. • “I want it NOW.” • Public complaints. • The stream moves fast. • It doesn’t have to be perfect. • Find a way to brand on-the-go. • It needs to work on a mobile device. • There is no down time, only real time. • The personality and human voice needs to be felt.
  16. 16. Broadcast + Digital Idea Starters @StoneWard @Reeves501
  17. 17. Broadcast + Digital Idea Starters @StoneWard @Reeves501 • Behind the scenes. • Live chats. • 24/7 stream. • Story ideas. • Voting on content. • Contests & sweepstakes. • Make it easy to share. • Sponsored and branded content. • Video, video, video. • Be selective and interesting with content: don’t just promote your work, show your personal side as well. • Let users be involved in your work, ask them questions, collect questions for guest interviews, etc.
  18. 18. Broadcast + Digital Be Responsive @StoneWard @Reeves501
  19. 19. Broadcast + Digital Be Responsive @StoneWard @Reeves501 • Accept that the technology, channels and approaches are going to evolve. Daily. • Experiment constantly and repeat what works. • Keep up with new channels and use them personally first. • Opt for a responsive website rather than a dedicated mobile app. • Create conversation by responding to your viewers and listenters.
  20. 20. Broadcast + Digital Questions? @StoneWard @Reeves501
  21. 21. Thank you. Emily Reeves Director of Digital Innovation and Insight Planning Stone Ward ereeves@stoneward.com @Reeves501 @StoneWard www.stoneward.com www.waitingfortheelevator.com

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