Station Aspiration:Address Atlanta’shigh schooldropout rate
Start a # of students who 15 mentees, 10conversation signed up on the mentors with high site school students # of daily followers 10 daily #teamfollowback followers
Lessons learned: • Need to meet youth where they are at on social media • Need to facilitate conversa6on with content that appeals to youth • Need to meet in person as well as interact online • Prizes (incen6ves) help
Sta.on Aspira.on: Convene a conversa.on about dropout on social media.
No. of Integrate contributors to 10 over the #MPTgraduate air with # of retweets 7 online # of replies to @MPTgraduate 3
Lessons learned: “You have to understand the likelyaudience for the subject and considerhow they get their information…” – FaithWachter, MPT• Need to use appropiate social media• Need to correlate the content with the appropiate social media• Need to start a conversation BEFORE the event and sustain it AFTER
Station Aspiration:Be the essentialcultural connectorbetween St. Louisand independentmusic over the airand online.
# of commentsIncrease on article 162traffic to Time spent onKDHX.org contest winner About 5 minutes page Bounce/% exit 51%/26%
Lessons Learned: “The value of a station’s website is that there is a lotmore we offer as an organization. If we can get you tocome to the website and spend time there you’ll seethat we feature radio, local music, local arts andevents, connect you to St. Louis – and that can’t becommunicated in a Facebook post.” – Steve Ley,KDHX• Content online matters.• Providing a space for people to communicate creatively matters.• Put in a UTM code!
Engagement KPCC Southern California Public Radio
KPCC s mission“SCPR aspires to be the region’s primarysource for news and information that iscritical to a well-functioning multi-ethnicdemocracy, and we aspire to be the placewhere Southland’s diverse individuals andcommunities convene to discuss and debatethe most important issues of the day. And itenvisions SCPR’s full command ofbroadcast, digital, social media, and liveevent platforms.” --Bill Davis, CEO
Our future audience• Diverse • Inﬂuential and expanding Latino and Asian American audiences • Increasingly English dominant • Audiences who want content that is both important AND interesting
One-Nation Media ProjectDevelop and launch a public media news andinformation service that improves publicbroadcasting’s ser vice to multi-ethniccommunities in Southern California, generally,and to English-speaking Latinos in Los Angeles,speciﬁcally.
We will...• Expand our daily 1-hour magazine show with Madeleine Brand into a 2-hour show • Hire a Latino co-host • Hire digital reporters and strengthen reporting in key topic areas, incl. Immigration and Education • Engage on all platforms
What does success look like?• Bigger (local, loyal) audience • More diverse audience • More engaged audience... on all platforms
The importance of social media• Increase referrals ››› Bigger audience • Build up ﬂagship accounts ››› Loyalty ★ Likes and followers matter! • Digital engagement should match broadcast engagement
How do youincrease referrals?• Plan social media - use a budget • Use the right tools, post more often • Promote it on the air (speak radio )
Build up your accounts• Content is king • ...but a good promotion can help, too!
What type of content? • Build out stories • Video, multimedia, graphics • Select the right stories
The goal: Content that is important AND interesting... to YOUR audience
Thank you!Alex Schaffert Director of Digital Media at KPCCaschaffert@kpcc.org@virtualex
Online Engagement at OPB Lynne Pollard firstname.lastname@example.org
OPB MissionGiving voice to the community, connecting Oregon and its neighbors, illuminating a wider world.
Strategic Goals Become a content-focused organization Serve the audience wherever they are
How does social media fit? Set of communication tools that allows us to extend the reach and impact of our content Enewsletters Blogs Commenting PIN Facebook Twitter Reddit etc
@OPB@April Baer @OFGProducerEd 431 like this @OPB Morning @OPB-C_Oregon @Think Out Loud @OPB News
IBM Project Goals and objectives Organization and workflow Governance Metrics
Objectives Reach new audiences for our content Move the audience across platforms Engage the community Build loyalty
Guiding Principles OPB is a journalistic organization. All posts should reflect the content and tone of OPB’s broadcast programming and online content and should manifest a sense of editorial curation consistent with those resources. All OPB policies apply. Wherever possible, @OPB tweets and Facebook posts should highlight resources available to the audience through OPB. OPB first.