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Using social media to promote your station final
The document outlines strategies for promoting a radio station using social media, emphasizing the importance of understanding the online audience and setting digital goals. It provides insights on audience demographics, online behavior, and effective content creation while highlighting mission statements of various public radio stations. It also contrasts weak examples of social media engagement with strong tactics to effectively connect and interact with the community.
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Using social media to promote your station final
- 1. Using Social Mediato Promote Your Station March 1, 2013 Kasia Podbielski
- 2. @nprdigitalsvcs #pubtraining
- 3. agenda • understanding your online audience • establishing digital goals • creating and curating content • engaging your digital community
- 4. objectives • foundation toget started promoting your station • real-life examples to build upon • basic tactics and strategies
- 5.
- 6. identifying your audience • who are they? • what are they doing? • when are they online? • where are they accessing from? • why? What is their motivation?
- 7. demographics Gender -Twitter Gender - Facebook Male Male Female Female Age - Twitter Age - Facebook 0-24 0-24 25-34 25-34 35-44 35-44 45+ 45+
- 8. what people doonline What Internet Users Do on % of adult internet users in a Typical Day the U.S. who do this online Use a search engine to find 59 information Use a social networking 48 site like Facebook, LinkedIn or Google Plus Get news 45
- 9. average time spenton platform Avg. Time on Site: 23:20mins/visit Avg. Time on Site: 8:00mins/visit Avg. Time on Site: 11:50mins/visit Avg. Time on Site: 16:40mins/visit
- 10. when are theyonline
- 11. npr listeners online Which of the following Respondents do you use regularly? Facebook 69% Twitter 17% LinkedIn 16% Pintrest 8% Tumblr 2% Digg 2% Other sites 2%
- 12. npr listeners onlinecont. How often do you do the following Frequency Scale (1-7) How much attention do you pay to 7.38 links to news stories up on your Twitter feed? How much attention do you pay to 6.70 news stories on your Facebook wall or timeline? Learn about a particular news event 3.76 Read shared news stories 3.74 Share news stories 3.28
- 13.
- 14. motivation for usingsocial media
- 15.
- 16. on-air mission statements TheMission of WLRN Public Radio and Television is to provide information, entertainment, and learning services with a commitment to excellence in serving local, national and international communities. The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults in northern Illinois through programs and services that share ideas, encourage thought, give pleasure and create community. Capital Public Radio's mission is to provide a trusted source of information, music and entertainment for curious and thoughtful people in efficient, sustainable ways that meet their needs while strengthening the civic and cultural life of the communities we serve. It is the responsibility of Kansas City Public Media to provide an audience of significant size with a program service which informs, entertains and enriches the community.
- 17. on-air mission statementscont. The Mission of WLRN Public Radio and Television is to provide information, entertainment, and learning services with a commitment to excellence in serving local, national and international communities. The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults in northern Illinois through programs and services that share ideas, encourage thought, give pleasure and create community. Capital Public Radio's mission is to provide a trusted source of information, music and entertainment for curious and thoughtful people in efficient, sustainable ways that meet their needs while strengthening the civic and cultural life of the communities we serve. It is the responsibility of Kansas City Public Media to provide an audience of significant size with a program service which informs, entertains and enriches the community.
- 18. on-air mission statementscont. The Mission of WLRN Public Radio and Television is to provide information, entertainment, and learning services with a commitment to excellence in serving local, national and international communities. The mission of Northern Public Radio (WNIJ) is to enrich, inspire and inform adults in northern Illinois through programs and services that share ideas, encourage thought, give pleasure and create community. Capital Public Radio's mission is to provide a trusted source of information, music and entertainment for curious and thoughtful people in efficient, sustainable ways that meet their needs while strengthening the civic and cultural life of the communities we serve. It is the responsibility of Kansas City Public Media to provide an audience of significant size with a program service which informs, entertains and enriches the community.
- 19. a weak example • Increase Facebook fans and likes • Get more Twitter followers • Get more clicks on homepage • Be on every platform possible • Make money from internet
- 20. strong examples • Minimum 5 posts daily M-F • 4-5 posts Sat & Sun • 3-4 shares/updates daily to Facebook M-F • 2-3 shares/updates Sat & Sun • 1 photo daily • Show hosts are encouraged to be engaged on Twitter while on the air • Reinvigorate our social media channels • Build upon the social-first and social-only content we provide • Provide a moderated space online for our audience to interact with the station and engage with each other
- 21. good content • not about you • inspires/calls us to action • reveals secrets • unexpected • prompts sharing • timely • appropriate for the platform
- 22. it’s not aboutyou…entirely
- 23. inspires/calls us toaction
- 24.
- 25.
- 26.
- 27.
- 28. right content, rightplatform This is where I am when I listen I’m listening to @carlkasell #npr to Carl Kasell I like listening to Carl Kasell Now listening to Carl Kasell I’m a Google employee who listens Here’s me listening to Carl Kassel to Carl Kasell My skills include listening to Carl Here’s a vintage photo of me Kassel listening to Carl Here’s a photo of me listening to Carl- and a recipe for cookies!
- 29. sad content • off message • 100% autopost • duplicate content • broken links • long format • heavy ads • sales pitchy • deceiving headlines • Bad design
- 30.
- 31. tactics to distributeyour content • photos • contests • email • events • …
- 32.
- 33.
- 34.
- 35.
- 36. sharing is caring Facebook Group [private] NPR Member Station Marketers LinkedIn Group [private] NPR Member Station Marketers
- 37. questions? @eskapepod kpodbielski@npr.org
Editor's Notes
- #8 Source: http://mashable.com/2012/03/09/social-media-demographics/
- #9 Source: Pew Internet & America Life Project Tracking surveys (March 2000-Febrary 2012)
- #10 This information is from onlinemba.com which used pew research, Google, prdaily.com, readwriteweb.coim amongst other sources (http://mashable.com/2012/03/09/social-media-demographics/)
- #11 Data from bit.lyinfographic from http://www.juanmarketing.com/when-is-the-best-time-to-tweet-and-post-on-Facebook/2012/07/05/
- #12 This was a third-party panel of 3000 American news consumers (not just NPR users) responses camefrom 50% male, female, 18-74+, 73% white-Caucasian
- #13 1. Never2. Less often than once a week3. About once a week4. A few times a week5. About once a day6. A few times a day7. Multiple times a day
- #14 Web classic/NPR.org – 80% of NPR traffic comes from desktops and laptops
- #15 Source: Pew
- #16 Perhaps we all can’t be unicorns, but we can try.
- #17 I know this is text heavy – it’s not for you to read all of it, but rather to demonstrate that
- #18 You have commonalities in your missions/goals
- #19 And you all include your community (this is good!)
- #20 These goals are not good (but I hear this all the time from leadership) They are too general, these goals don’t set benchmarks or timeframes– it also doesn’t connect to your overall station mission. I can not stress enough how important it is to connect everything you do back to your mission. It is important to create a social strategy off of your content strategy which all of you have in your on air objectives. It might look like this:
- #21 Jim Hill says KUNC is working on habit forming for now, once this is established they will regroup/refocusJason Saul is revamping efforts at WWNO
- #22 80% news, 20% other
- #25 WABE “So, our most popular post ever is this one – end of pledge 874 Reach, 233 Engaged, 143 Talking About, 16.36% Virality”KERA’s most popular post has nothing to even do with the station, but connected to a contest - http://keranews.org/post/red-blue-debate-hits-bar-pitch-your-politicocktail
- #26 Tammy from WESA “Reach: 493Engaged: 190 Talking About: 130 Virility: 26.37%Is that news? No. It is content that demonstrates that we are clued in to the nooks and crannys of what makes people love our city. ”
- #28 KRCW, Vermont, WUWM
- #33 Integrated content strategy – Facebook, pinterest, instagram
- #35 Social media has low conversion rates relative to email