Digital Marketing Plan - Soundtap Radio
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Digital Marketing Strategies for Soundtap College and Community Radio App
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Digital Marketing Plan - Soundtap Radio
- 2. Some Facts on Radio Soundtap History Elevator Pitch Mission Statement Video of business value Proposition Brand Brief Empathy Map KPIs Soundtap Analytics Station Map Segmentation&Targeting Digital Marketing Strategies Email Marketing UI/UX Social Media Marketing Content
- 3. Radio: between adult ages (18-64) • 2nd most consumed media in USA 23% vs TV 55% • Listened in car 42% vs Home 24% • Traditional terrestrial radio stations riches more audience via digital (online) streaming • Digital streaming is on the rise nearly up 40% • Fewer barriers to entry to compete online for Internet radio • Independent radio is promotional tool for independent artists Some Facts on Radio Source 2014 Nielson Company http://www.newsgeneration.com/broadcast-resources/radio-facts-and-figures/
- 4. Soundtap History http://blog.jammob.com/how-to-get-your-music-played-on-internet-radio/ Founded: 2011 by a 3 roommates in Stanford, CA who love and appreciate independent media. Current Situation: Media monopoly. Majority of US broadcasting media is owned by 7 US corporations Soundtap aims to stand in front of this trend.
- 5. Elevator Pitch “Soundtap is a social and interactive platform as a service on Web and Mobile for creators and consumers of commercial free Live radio stations and radio shows around the world. “
- 6. Mission Statement To preserve the diversity that is college and community radio by delivering and promoting non-commercial, listener supported live radio programming to web and mobile audiences around the world.
- 8. Commercial Free Human Powered Radio Target Market Brand Brief Competitive Advantage Value Proposition Attributes Key Products &Services Key Competitors Stakeholder Increase/Support independent radio creation & listenership Mission Web app Mobile Tablet TuneIn Rdio iHeart Radio Free Human Powered Show focused Social/Interactive Real-time non main stream music discovery Pulse on the listenership Events, Donations Show Station Rankings & Tagging Colleges/Universities Local radio Communities Musicians/Record Labels Radio Stations & Programmers Preserve Independent Media
- 9. Persona Empathy Map-I so cool to know what is behind content can listen in their car and home and mobile can listen from all around the world unbiased programming is so cool! college radio is dying there are no listeners outside of local area they dont trust commercial radio radio programmer 23 yrs old AMANDA female my show just got favorited! happy someone called in a request Programmer can chat with listeners from all around the world she is supporting independent musicians i can t believe we are on mobile now! On the fly access to global gems
- 10. Persona Empathy Map-II so cool our programming reaches ww audience they give Soundtap shout outs can listen from all around the world unbiased programming is loved! college radio is dying there are no listeners outside of local area they dont trust commercial radio Station Manager 28 yrs old Ken Male they can expand their audience gauge what radio program is doing well gauge what radio programmer is on top of it they add Soundtap to their website as the App Manager fearful that medium is under threat
- 11. Persona Empathy Map-III this app recommends me live programs can listen in their car and home and mobile can listen from all around the world unbiased programming is so cool! real time chat? unreal! i get to request a song! happy to avoid invasive commercials avid listener 33 yrs old i can follow my favorite programmers Male can donate to their favorite station all this is for free! i get notification of my favorite shows Mark listener search and listen by genre Buy music of interest
- 12. KPI’s include maximizing the following: 1. Listener Sign Ups 2. App Downloads - iPhone & Android 3. Play Button 4. Time on Site 5. Stations Sign Ups
- 16. Segmentation & Targeting Ken Station Manager 28 yrs old Amanda Radio Programmer 23 yrs old Mark 33 yrs old Avid listener
- 17. Email Marketing STRATEGY • Setup newsletter • determine appropriate frequency • Site metrics (weekly trending, staff picks, most popular etc) • Email Campaign • Welcome Email (signups) • Thank you Email (station suggestions) • Set up inactivity email • Listeners that have not comeback in a week STATS: Total number of signups: 10,510 Stations on board: 712 College Radio: ~500 Community Radio: ~200
- 18. Email Marketing
- 19. UI/UX Strategy
- 20. UI/UX Strategy Soundtap these implementations will lead to Content strategy => Retention, Referral and Amplification
- 21. UI/UX Strategy Top Page Views
- 24. Social Media Marketing 1. Organic user growth (shot outs, voms) 2. Social features implementation 3. Implement Facebook & Twitter news feed 4. Gamification - Madness (listener amplification 100 fold) 5. University and station ambassador
- 25. Social Media Marketing 1. News Feed on FB and Twitter 2. Enable signups with FB and Twitter 3. Engage with influencers on FB 1,500 fans and T 1,200 follows 4. Keep G+ profile active and current 5. AngeLList is also of interest for investor and talent outreach.. https://angel.co/soundtap