RAB/NAB Digital Mindset Presentation Slides
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Presentation given by Mark Edwards at the NAB Radio Show on April 9, 2013. Topics covered include monetizing digital promotions for radio and being aware of regulatory hurdles.
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RAB/NAB Digital Mindset Presentation Slides
- 1. The Digital Mindset: How Radio Stations Are Making Money with Digital Moderator: Dan Shelley, Interactive One Local/Radio One Panelists: Martin Kristiseter, Marketron Mark Edwards, The TeshMedia Group Matt Coen, Second Street
- 2. Stay Inside The Lines • You may think you know what’s right, but you DON’T. – The customer (client) is not always right. – Terms Of Service and Government Regulations trump all, even good ideas. – Don’t sacrifice your bank account, job, or license by doing the wrong thing. • Be Smart • Be Creative • Be Safe
- 3. Explosive Growth In Digital WLIT Spring 1996 WLIT April 2013
- 4. An Even BIGGER Explosion in Social Media 2008 2012
- 5. Today
- 6. Your Best Friends, Or Are They?
- 7. Your ONLY Friend Your station attorney. • FCC rules • FTC rules • Company Policy • Terms Of Service for platforms • ONE person at the station needs to be the contact. • Concepts, rules, mockups should be approved in advance of airing or posting.
- 8. That’s All Great, But How Do I Make Money ? DO DON’T • Make it easy to enter • Assume the client knows • Have alternate means of what they want entry • Add too many hoops of fire • Collect data for entrants – Email database • Put every contest on every – Facebook likes/Twitter platform. followers/etc. – Different platforms, different – Info for client audiences
- 9. The Social Media Landscape Different sites doing different things for different people
- 10. Which Platform Is Right For You? Make the decision by client, target audience, prize, length of campaign, and hard costs.
Editor's Notes
- WE’RE IN THE THIRD INNING.THIS STUFF IS CONSTANTLY CHANGING, AND YOU NEED TO KEEP TRACK OF WHAT YOU CAN AND CANNOT DO. THE TERMS OF SERVICE AND REGULATIONS LEAVE LITTLE MARGIN FOR ERROR OR CHANCE FOR YOU TO SKIRT THE RULES.
- LEFT SIDE, FIRST WEBSITE I CREATED FOR WLIT IN 1996 ALONG WITH OUR CHIEF ENGINEER. WE WERE THE ONLY ONES WHO EVEN UNDERSTOOD THE CONCEPT OF THE INTERNET.RIGHT SIDE, WILT TODAY,M CREATED BY CLEAR CHANNEL. HUNDREDS OF PIECES OF CONTENT,M CREATED LOCALLY AND NATIONALLY AND A HUGE PART OF THEIR BUSINESS.
- WHEN THIS WHOLE SOCIAL MEDIA THING STARTED, THERE WERE JUST A FEW SERVICES THAT MATTERED OR PEOPLE VISITED. I COULDN’T FIND A MYSPACE LOGO, REMEMBER THEM?NOW, MANY SERVICES GETTING MILLIONS OF HITS A DAY AND SERVING WIDE AUDIENCES LIKE FACEBOOK AND NICHE LIKE SLIDESHARE, WHERE YOU’LL FIND THIS PRESENTATION AND MEETUP.
- THIS IS THE SOCIAL MEDIA WORLD TODAY. WELL, ONLY PART OF IT. NEW SITES, NEW SERVICES, NEW TECHNOLOGY. SOME MAY BE GONE IN A MONTH, SOME MAY BECOME BIGGER THAN LINKEDIN AND TWITTER. YOU HAVE TO KNOW WHAT IS OUT THERE AND DIRECT YOUR EFFORTS TO BEST SERVE YOUR BRAND AND YOUR CLIENTS.
- AS A RADIO STATION, EVERYTHING YOU DO ONLINE IS SUBJECT TO THE RULES OF BOTH THE FCC AND THE FTC. THE FCC BECAUSE YOU’RE GOING TO MENTION SOMETHING ON THE AIR AND WHEN YOU DO THAT, YOUR’RE ROLE AS A LICENSEE AND HOLDER OF THE PUBLIC TRUST COMES INTO PLAY.THE FTC BECAUSE THEY REGULATE THINGS LIKE:COPA CHILERENS ONLINE PRIVACY ACTDISCLOSURE RULESCONTESTING
- IF YOU HAVE ATTORNEYS ON STAFF, USE THEM AND USE THEM OFTEN. PETER GOULD, ANDREW SUTOR, AND JACKIE ORR HAVE KEPT ME OUT OF FEDERAL PRISON ON NUMEROUS OCCASIONSIF YOUR COMPANY LETS YOU PAY FOR OUTSIDE COUNSEL BECAUSE YOU DON’T HAVE YOUR OWN, USE THEMAS GOOD AS MOST VENDORS ARE, THEY WON’T LOSE THEIR LICENSE IF THEY BREAK A RULE. TAKE THEIR ADVICE THEN ASK THE LAWYER. MAKE ONE PERSON ON STAFF THE SOCIAL MEDIA EXPERT AND POINT OF CONTACT. THEY NEED TO SEE EVERYTHING, WHETHER ITS FOR THE STATION OR A CLIENT FIRST AND LAST.SUBSCRIBE TO NEWSLETTERS, WEBSITES, AND MAKE GOOGLE ALERTS SO YOU DON’T MISS OUT ON ANYTHING.LIST IS ENDLESS………SEE ME AFTER AND I CAN SEND YOU SOME OF MY FAVES NEXT WEEK.
- DON’T FORGET YOUR OWN WEBSITE, EMAIL, AND TEXT ASSETS.IF WORKING WITH CLIENT RECOMMEND THEY DO THE SAME KIND OF PROMOTION ON THEIR PLATFORMS. BEST NOT TO GET THEIR INFORMATION BECAUSE OF PRIVACY.
- PLATFORM DIFFERENCESFACEBOOK-GENERALTWITTER-YOUNGER, NEWSHOUNDS, GETTING MORE URBANPINTERRESST-WOMENLINKEDIN-BUSINESS BUT BROADENING OUTYOUTUBE-GREAT TO PROMOTE IF YOU HAVE AN ACTIVE CHANNEL
- NO SET RULES, AND ANYONE WHO SAYS THERE ARE IS SCANMING YOU. LOOK AT THE OBJECTIVES, TARGET, NEEDS OF CLIENT AND STATION, LENGTH OF CONTEST, AND EXPECTATIONS. ONE SIZE DOES NOT FIT ALL, AND WHAT WORKED 3 MONTHS AGO MAY NOT WORK NOW.