What Does Your Station's Success Look Like?

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This was presented at the 2012 Arbitron Client Fly-In. It was presented during the Urban PD Clinic. Please contact Jacquelyn Bullerman with any questions. Thank you.

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  • That is because Social Media is whatever you make it and with that freedom it can become over=whelming… it is quite literally uncharted territory. Everyone is out there doing whatever they want and there is no scorer’s table or judge to know if it is is good/bad, right/wrong. So, today, we are going to try to build a frame-work around social media, to get you thinking about your station, your social media strategy and what you want from it~ in other words’ what does success look like for your station. There are are a lot of
  • Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
  • When you get your Arbitron data, you feverish-ly break it out in all types of ways: gender, age, median, “key demos”, etc. Why do you do this? What is the reason for caring or knowing about the audience listening to you? It is two-fold: you need to know who is listening so you can then quantify and sell that audience to someone else…. And the second reason: you need to know how to talk to them. Knowing who your audience is by age, gender, life style, interestes helps you understand how to relate better with your audience. What is true in radio, a broadcast platform, is doubly true in social media~ what makes your community tick? This is an arbitron breakout by age….
  • Keep in mind that this Facebook graph is not related to the station listening audience graph I just showed~ I don’t have access to any actual station’s Facebook page so there is no way for me to do an apple to apple comparision. I would love to learn the outcome though to see if the listening audience mirrors the social media audience… I suspect most stations social media audience might skew a little younger than their listening audience and if that is the case~ what does that mean in terms of communication style? Maybe nothing, maybe something.
  • Again, no relationship between the station information shwon and the actual information here…. I just want to get you thinking about not assuming that your listening anudience and your social media audience are the same. They might be but not necessarily. Listening audience exlcuding online, is limited by geography while social media audience might have many transplants who just miss your station. I live in Detroit and let me tell you, in the early 90’s everyone in detroit moved to Atlanta. It would be interesting to see how heavy urba Detroit stations’ social media may (or again may not) have for Atlanta presence. The key here is not whether or not your station does or doesn’t have similar social media media vs. radio listening audience but rather knowing that information and responding accordingly.
  • Again, what gets them excited? Generally, videos are a big deal but here~ not so much? Is that a reflection on the video shared or just a community that isn’t into them? I don’t know. This is where you have to put on your detective hat and start looking for some information. Photos always do well but this data is for an Art orienteed website… so people on it are inherently very visual which might explain why Photos do betterWhat seems to get the best response? It appears that it is the Photos with 110 but then when you consider that there were only 4 status updates which garnered 31 Likes…. That averages about 7 likes per update then at thtat point you reliaze people really like the human touch of this website…the personal posts. Again, nothing good or bad about this data~ it is about understanding what it is saying. If the person of this Facebook page is trying to get people to click on links then they have some work cut out for them…. They would need to figure out a different way to present those links.
  • How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
  • How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
  • How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
  • So we just went through some nice analytics and I hope that each of you are leaning forward and saying, “fascinating stuff, tell me more.” But I wouldn’t be suprirsed if many of you are instead saying, “ I got thirty other things to do already & social media doesn’t help with any of it. I care about growing my radio audience and more importantly I need my station to grow revenue-wise. “I just don’t have time for all this….” ” Social Media is nice to do not need to do” “There is no way to monetize it”
  • Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
  • Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
  • Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
  • What Does Your Station's Success Look Like?

    1. 1. What Does Your Station‟s Success Look Like? Making Social Media Matter Jacquelyn R. Bullerman Digital Media Manager Arbitron Inc.© 2012 Arbitron Inc. All Rights Reserved.
    2. 2. DisclaimerAny brand names, product names, or titles used in this presentationare trademarks, trade names and/or copyrights of their respectiveholders. All images are used for purposes of demonstrationonly, and the entities associated with the products shown in thoseimages are not affiliated with Arbitron in any way, nor have theyprovided endorsements of any kind. No permission is given to makeuse of the above and such use may constitute an infringement ofthe holder’s rights. © 2012 Arbitron Inc. All Rights Reserved. 2
    3. 3. In BroadcastSuccess Is Easy to Measure © 2012 Arbitron Inc. All Rights Reserved. 3
    4. 4. No GoalCan Mean Random Acts of Digital © 2012 Arbitron Inc. All Rights Reserved. 4
    5. 5. SuccessIs the Pieces Becoming a Whole Your Community Content Data Goal © 2012 Arbitron Inc. All Rights Reserved. 5
    6. 6. Most SharedSocial Media Photo of All Time © 2012 Arbitron Inc. All Rights Reserved. 6
    7. 7. DataTell You About Your Community Data My team discovered and rediscovered that people generally responded the most to photos depicting the president at his most human… the emotions we wanted to convey that night…joy and relief. - Laura Olin, Social Media Strategist, Obama 2012 © 2012 Arbitron Inc. All Rights Reserved. 7
    8. 8. ContentShape It to Their Interests Content My team discovered and rediscovered that people generally responded the most to photos depicting the president at his most human… the emotions we wanted to convey that night… joy and relief. - Laura Olin, Social Media Strategist, Obama 2012 © 2012 Arbitron Inc. All Rights Reserved. 8
    9. 9. GoalGet Desired Effect From Community My team discovered and rediscovered that people generally responded the most to photos depicting the president at his most human… the emotions we wanted to convey that night… joy and relief. Goal - Laura Olin, Social Media Strategist, Obama 2012 © 2012 Arbitron Inc. All Rights Reserved. 9
    10. 10. Radio DataCommunityAs You Know Your Radio AudienceWeekly Cume Composition 35 30.0 30.2 30 25 21.5 20 16.9 15 12.4 13.5 10 5 0 18-24 25-34 35-44 Male Female © 2012 Arbitron Inc. All Rights Reserved. 10
    11. 11. Facebook DataCommunityKnow Your Social Media CommunityPeople Who Like Your Page (Demographics and Location) See LikesGender and Age 1.7%Female 72.6% 7.3% 27.4% 14.9% 12.2% 9.2% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Male 26.4% 7.9% 9.2% 4.6% 0.7% 1.7% 2.3% © 2012 Arbitron Inc. All Rights Reserved. 11
    12. 12. Radio DataCommunityAs You Know Your Radio AudienceAudience Composition by County100 85.5 80 60 40 20 13.2 1.4 0 Columbia, WI Dane WI Iowa, WI © 2012 Arbitron Inc. All Rights Reserved. 12
    13. 13. Facebook DataCommunityKnow Your Social Media CommunityCountries Cities LanguagesUnited States (298) Cincinnati, OH (200) U.S. English (295)Spain (1) Covington, KY (7) U.K. English (7)Mexico (1) West Chester, OH (5) Spanish (2)India (1) Florence, KY (4)Colombia (1) Cold Spring, KY (3)Canada (1) Louisville, KY (3) Fort Thomas, KY (3) © 2012 Arbitron Inc. All Rights Reserved. 13
    14. 14. CommunityThe TakeawayConfirm whether your radioaudience mirrors yoursocial media audience. Adjust your posts accordingly. © 2012 Arbitron Inc. All Rights Reserved. 14
    15. 15. Facebook DataContentWhat Type of Content Do They Like? Total # Total # Total #Post Types of Types of Likes of SharesLink 330 280 80 2.4Photo 460 1,100 310Status Update 40 310 10 7.8Video 30 20 0Grand Total 860 1,710 400 © 2012 Arbitron Inc. All Rights Reserved. 15
    16. 16. Facebook DataContentWhat Topics Actually Get Their Attention? Total # Total # Total #Type of Post/Topics of Types of Likes of SharesVideo 30 20 0 Community Events 20 0 0 Art Events 10 20 0Photo 360 920 290 Album 40 40 10 Artist 180 410 80 Community Events 80 100 50 Mt. Adams Art Walk 30 320 80 Reminder/Weather 30 50 70 © 2012 Arbitron Inc. All Rights Reserved. 16
    17. 17. ContentEstablish Some Goals Likes to TAT Media Radio % of Radio % of Likes InteractionsFormat Audience Age Audience P1 to Cume (Likes/TAT)Example 33 53% Cume: 100 Likes: 30 Likes: 30 TAT: 3 30% 10Rhythmic CHR 30 45% 4.8% 9(4) (31%-64%) (0.7%-10.6%) (6-14)Urban AC (5) 43 65% 5.5% 19 (48%-75%) (2%-9%) (6-41)Urban 35 54% 10.3% 29Contemporary (4) (45%-75%) (2%-15%) (6-58) © 2012 Arbitron Inc. All Rights Reserved. 17
    18. 18. ContentEstablish Some Goals Likes to TAT Media Radio % of Radio % of Likes InteractionsFormat Audience Age Audience P1 to Cume (Likes/TAT)Example 33 53% Cume: 100 Likes: 30 Likes: 30 TAT: 3 30% 10Rhythmic CHR 30 45% 4.8% 9(4) (31%-64%) (0.7%-10.6%) (6-14)Urban AC (5) 43 65% 5.5% 19 (48%-75%) (2%-9%) (6-41)Urban 35 54% 10.3% 29Contemporary (4) (45%-75%) (2%-15%) (6-58) © 2012 Arbitron Inc. All Rights Reserved. 18
    19. 19. ContentEstablish Some Goals Likes to TAT Media Radio % of Radio % of Likes InteractionsFormat Audience Age Audience P1 to Cume (Likes/TAT)Example 33 53% Cume: 100 Likes: 30 Likes: 30 TAT: 3 30% 10Rhythmic CHR 30 45% 4.8% 9(4) (31%-64%) (0.7%-10.6%) (6-14)Urban AC (5) 43 65% 5.5% 19 (48%-75%) (2%-9%) (6-41)Urban 35 54% 10.3% 29Contemporary (4) (45%-75%) (2%-15%) (6-58) © 2012 Arbitron Inc. All Rights Reserved. 19
    20. 20. ContentTakeawayKnow what content worksfor your community. Create goal or benchmarks as guides. © 2012 Arbitron Inc. All Rights Reserved. 20
    21. 21. GoalWhy Do Social Media? “I just don‟t “Social Media is a have time „nice to have‟ not a for all „need to have‟…” of this…”“No one responds…” “There is no way to monetize it…” © 2012 Arbitron Inc. All Rights Reserved. 21
    22. 22. GoalShould My Station Do Social Media? Maintain Brand Listening Awareness Loyalty Social Media Expand Listenership © 2012 Arbitron Inc. All Rights Reserved. 22
    23. 23. GoalWhat Social Media Can DoIt can:»Increase website traffic»Support promotions»Increase brand awareness»Be a source of non-spot revenue»Sell ads (?!?!) © 2012 Arbitron Inc. All Rights Reserved. 23
    24. 24. SuccessIs the Pieces Becoming a Whole Your Community Content Data Goal © 2012 Arbitron Inc. All Rights Reserved. 24
    25. 25. ExecutionSuccessMattersIs the Pieces Becoming a Whole Your Community Content Execution Data Goal © 2012 Arbitron Inc. All Rights Reserved. 25
    26. 26. ExecutionKeep the “Social” in Social Media Listen to us for weekday chances to win a grand and qualify for a VIP blowout weekend in Miami to live like Lil Wayne for a Lil While. © 2012 Arbitron Inc. All Rights Reserved. 26
    27. 27. ExecutionKeep the “Social” in Social Media © 2012 Arbitron Inc. All Rights Reserved. 27
    28. 28. ExecutionFriendly Posts Make People Happy 239 Shares 50 Shares © 2012 Arbitron Inc. All Rights Reserved. 28
    29. 29. ExecutionAds: Personalize, Tell Stories Hey! Go to Lenox Cupcakes today to try their reduced-sugar chocolate chip pecan cookie with Truvia Baking Blend. © 2012 Arbitron Inc. All Rights Reserved. 29
    30. 30. ExecutionAds: Personalize, Tell Stories Get a $5 coupon at CVV Pharmacy when you have free Health screenings. Thurs-Sat. Select locations only. Go To www.cvv.com © 2012 Arbitron Inc. All Rights Reserved. 30
    31. 31. ExecutionInvestment Can Support Your Goals Splash Screen PinterestGame © 2012 Arbitron Inc. All Rights Reserved. 31
    32. 32. ExecutionTeasing Is Good The singer stole the show again last night with her stunt heavy performance of “Try”—reenacting the music video with some very impressive fight choreography. © 2012 Arbitron Inc. All Rights Reserved. 32
    33. 33. ExecutionKnow Your Community 509 513 Shares Shares © 2012 Arbitron Inc. All Rights Reserved. 33
    34. 34. ExecutionTakeaways1. Keep the “Social” in Social Media2. Friendly Posts Make People Happy3. Ads: Personalize, Tell Stories4. Investment Can Support Your Goals5. Teasing is Good6. Know Your Community © 2012 Arbitron Inc. All Rights Reserved. 34
    35. 35. SuccessIs the Pieces Becoming a Whole Your Community Content Execution Data Goal © 2012 Arbitron Inc. All Rights Reserved. 35

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