The Facebook Manifesto: What It Means to Station Content

January 22, 2018

Have you seen the Post from Mark Zuckerberg? In recent years, stations have finally begun to establish their social media strategy and along comes this torpedo.

Image courtesy: DigiDay.com

According to Zuckerberg, “One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent … public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”

Without calling your baby ugly, he’s calling your baby ugly. After all, organic content by stations on Facebook has never been about creating community and fostering conversations among listeners.

Instead stations blast out content simply to fulfill internal posting mandates, stations sell their organic posts to advertisers, and random videos are posted in a hopeless attempt to go viral. Exceptions are few and far between as we were discussing back in 2012.

Mark continues, “Since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do – help us connect with each other.”

He continues, “We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media.

Facebook redefining the rules is hardly new, after all it’s Mark’s world and we’re all just along for the ride when it comes to social media. That’s why we believe your digital and social strategy should be centered on an enduring principle such as the role employment plays in heavy listening rather than chasing likes, posting just to be prolific or trying to go viral.

In addition, if you’re waiting to be thanked for all the free on-air promotion and publicity that AM/FM Radio has provided Facebook over the years, easily valued in hundreds of millions of dollars, don’t hold your breath.

When One Door Closes, Another Door Opens

At DMR/Interactive we are excited about these changes. There’s a great opportunity for stations to adjust priorities away from creating underperforming Facebook posts and instead repurpose staff time and efforts to drive on-air ratings and revenue.

1. For most stations, Facebook owns the relationship and access to the listener. Stockpiling Facebook likes was the priority early on instead of collecting listener data and getting to know these employed listeners by name, especially the in-demo Super-Fans in your Hot ZIPs. In fact, we’ve used ads on Facebook to capture opt-in contact permission on millions of employed, heavy listeners, so our clients can stay in touch with them, even when Facebook rewrites the rules. Just remember your ABC’s. Always Be Collecting Data.

2. If it wasn’t a relevant organic post, simply spending money to boost it won’t help. There will be a temptation by stations to simply put a little money behind your organic posts in an effort to delay the inevitable and avoid revamping your current strategy. Of all the constraints station employees face, having too much to do and not enough time to do it, is close to the top of the list. Don’t miss a great opportunity to free-up their time.

What to do instead?

3. Surprise and Delight your in-demo contest winners in your Hot ZIPs. Stations roll out the red carpet for advertisers, but are mostly indifferent when a winner comes in to pick up a prize. A handwritten note, a quick tour of the station and an invitation to take a picture in the studio (using their phone) are all things these most valuable listeners will remember and share, especially on Facebook of all places! PromoSuite Next makes it easy for your station to implement this strategy.

Facebook is the 800 pound gorilla of social media and your last organic post has not yet been written. However your organic strategy needs to keep pace with the times.

As Mark mentions in his post, it will take several months to fully roll these changes out, so let’s talk about how to best leverage Facebook in your next marketing campaign and how to further optimize your organic strategy.

On behalf of Catherine Jung, Doug Smith and everyone here at DMR/Interactive, thanks for working to drive radio forward.

Andrew Curran, President and COO


Netflix Has Done to TV; What Pandora Can’t Do to AM/FM Radio

December 26, 2017

Looking to recharge your batteries and hit the ground running in the New Year? Spend a few minutes with this End Result, featuring insights from the Age Marketing Fact Pact 2018.

There has been much fanfare surrounding the Internet overtaking TV as the #1 ad platform in the U.S.

What you may not have heard about is AM/FM Radio surpassing both Magazines and Newspapers, improving its position in the media landscape from fifth to third in ad revenue.


What’s even more remarkable than the Internet’s rise in prominence since 2000 (+31.3%)?

How about TV being up (+1.3%) since Y2K. That’s despite cord cutting and Netflix overtaking Cable TV, something that Pandora has tried, but failed to achieve against AM/FM Radio.


In fact, these issues for TV are being compounded with a massive and sustained ratings decline. Media Analysts MoffettNathanson recently issued a report, Worse Than We Thought. According to coverage from Inside Radio, the Wall Street analysts concluded, “When this year started … we were deeply concerned about C3 ratings. The fact is, ratings declines in 2017 were even worse than we imagined with seven of the past eleven months declining double digits.”

What Do Advertisers Want?

In an column entitled, TV’s Cry for Help, columnist Shelly Palmer shares this insight, “Marketers have never wanted to buy a GRP or a CPM. They want to drive velocity or brand awareness or create purchase intent or some other metric of their own choosing. They’re not governed by how well they buy ads, they’re governed by revenue, and everyone is under extreme pressure to perform.”

AM/FM Radio’s Leading Value Proposition

When we position Radio as providing “Cheaper Reach than TV,” we are selling ourselves massively short. More importantly, a race to the bottom on rate doesn’t help advertisers “drive velocity” and certainly doesn’t help Radio.

What rings the cash register? Reaching those with money to spend. People with a paycheck listen to AM/FM Radio. 

In fact, each month, adults in the U.S. (18+) consume 700 BILLION more minutes of AM/FM Radio than pure-play streams. That’s an advantage of almost 600 BILLION quarter hours per year.

At the same time, while unemployment is less than 5%, that doesn’t mean everyone is working. In fact, according to the Bureau of Labor Statistics, while 150 million American adults work, 100 million are out of the workforce. They are at home watching TV.

The current Golden Age of Audio isn’t being driven by podcasts or streaming, but rather by the sustained strength of AM/FM Radio. In 2018, there’s a great opportunity to increase the share of the overall advertising pie being allocated to AM/FM spot revenue.

Radio’s ability to “drive velocity” for clients is directly related to growing your audience with the right mix of employed, heavy consumers of radio, while keeping these Super-Fans and Amplifiers actively engaged with your brand, so they are consistently thinking of you first and most.

Want more fuel for 2018? Read the Ad Age Marketing Fact Pact 2018.

On behalf of Catherine Jung, Doug Smith and everyone here at DMR/Interactive, Happy Holidays and thanks for working to drive radio forward.

Andrew Curran, President and COO


Employment: The Key to Unlocking Your Online Strategy

October 1, 2017

There are 2.8 million apps available for download and the average person interacts with their smartphone more than 1,000 times per week.

Despite unlimited access and an infinite choice of options, most interactions with the phone involve just two or three apps, with text messaging and Facebook dominating mobile usage.

In addition, nearly 60% of all Google searches are now done on mobile devices. Looking at the most popular searches offers additional insights into what people do with their phones besides catching up with friends.

While it is important that your brand and your website have strong Search Engine Optimization performance, not a lot of traffic is generated by people searching for local media.

What are they using search for? Primarily, it’s based on learning and discovery.

Google just released a list of the most popular “How To” keyword searches. On the surface, the top results are random and inconclusive. 

  1. How to tie a tie
  2. How to kiss
  3. How to get pregnant
  4. How to lose weight
  5. How to draw
  6. How to make money
  7. How to make pancakes
  8. How to write a cover letter
  9. How to make French toast
  10. How to lose belly fat
  11. How to write a resume

Now consider the fundamentals of radio listening. It’s driven by employment, which empowers drive time and at-work consumption.

With that in mind, let’s look again at #1, #6, #8, #11. They all connect with work.

1. How to tie a tie
6. How to make money
8. How to write a cover letter
11. How to write a resume

As you look at creating compelling online content, how much (if any) currently ties back into what people are naturally searching for along with the added benefit of connecting to the #1 driver of radio consumption… employment.

Even # 4, #10, #7, and #9 can easily be viewed through an employment lens.

4. How to lose weight
10. How to lose belly fat
7. How to make pancakes
9. How to make French toast

#4 and #10 connect with self-confidence, which is certainly a valuable attribute in a job search as well as when you are in pursuit of your next promotion or are just going through another 40 hour week.

Meanwhile, when it comes to getting out the door on time and still enjoying the most important meal of the day (#7 and #9), what about sharing life hacks for making breakfast?

Last but not least, radio is always looking for ways to connect and engage with younger audiences. Some tasteful creativity involving #2 and #3 (kissing and getting pregnant) would generate compelling station content and drive engagement.

It all starts with a deep understanding of your audience and the fact that 85% or more of your listening is generated by employed persons who turn on your station in the car and at-work.

Let’s use radio’s talent and creativity to generate digital content that people will more readily discover and share because it reflects the topics they are already searching for.

When your brand is top of mind with the employed listeners who matter most, it allows you to win more listening occasions and drive your ratings and revenue.

Let’s discuss how your digital content can drive listening and ratings. Send us an email or call 859-957-1581.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO


Open Letter to Radio: Insights on Generosity and AM/FM Listening following Hurricanes Harvey and Irma

August 31, 2017

An Open Letter to Radio,

Surrounding any natural disaster, there are a series of predictable events including an outpouring of charitable giving and a surge of radio listening.

While the generosity of charitable giving is viewed through the lens of “America at its best”, which undoubtedly is true, radio listening will be held by some to a different standard.

Critics and skeptics will contend that while radio listening increases during and immediately after a disaster, it goes away almost as quickly as it came. In some cases, radio’s role moving forward is predicted to be “perhaps only existing as emergency frequency.”

Nothing could be further from the truth.

As people in Texas, Florida and other areas hit by these hurricanes benefit from an enormous outpouring of nationwide support, does anyone believe that people merely “rediscovered” generosity? Of course not.

We all know that America is generous 365 days per year. Our charitable spirit simply gets magnified in times of disaster and crisis.

The same is true of radio. 24/7 we are operating in the “public interest, convenience and necessity” and the audience knows it. In their cars and at-work, radio usage by Americans is unrivaled. Radio is their preferred destination, not an option of last resort.

When a natural disaster strikes, people don’t “rediscover” radio anymore than people “rediscover” generosity. Instead, they double-down and magnify their daily media habits, which means listening to more radio.

Hearing a trusted voice is even more important during times of crisis.

Another important connection between generosity and radio is employment. You cannot donate money that you don’t have.

The same is true with radio. People don’t listen on their couch at home. The vast majority of AM/FM listening is driven by employed persons.

We know all of this to be true about radio – the challenge is having the courage to believe it.

Despite the current political climate and variety of mobile audio platforms, the role of generosity and AM/FM radio in the lives of Americans is not only secure, it’s vibrant.

Here’s to celebrating what’s right with radio and the world.

Sincerely,

Andrew Curran
President and COO
DMR/Interactive

 


Online Vanity Metrics: All That Glitters is not Gold

August 7, 2017

“The promise of mobile is to make people’s lives easier, not to occupy their attention.”

Sage advice from a recent Harvard Business Review article that challenges brands to think beyond the smartphone.

In fact the article contends that most brands get their digital strategy wrong, in part because they don’t reassess it often enough as the world becomes increasingly mobile.

What often ends up getting measured by default? Vanity metrics.


Page views, email list size, Facebook fans and app downloads are all examples.

What should you be measuring instead?

Start with the end in mind. What is the desired outcome of your mobile strategy?

Since we know that even your best listeners (1+ hour per day), spend 90%+ of their lives away from the radio, a goal of your mobile marketing strategy should be to win their next listening occasion, which most often occurs in the car and at-work.

With this defined objective, you can segment your mobile strategy by daypart to offer relevant and compelling content that drives consumption and engagement with your brand.

Vanity
The first step involves getting your programming and promotions team on the same page. If this isn’t being done at least quarterly, each new hire is a great opportunity to revisit your overall mobile goals and strategy.

From there, you can identify Key Performance Indicators (KPIs), such as email open rates, text club members that can be matched to a profile in your database and social media engagement metrics.

The exact number and metrics to include will vary, but according to the HBR article, there are a couple of important considerations.

Everyone on your team should understand how to read the data and everyone should have easy access to the data (could be as simple as sending out a weekly email). In addition you should develop a rolling average that gets tracked over time.

While digital is growing quickly, it still represents just a fraction of radio’s overall revenue. The most efficient pathway to station revenue is through consistent ratings and growth.

Ignore the hype and noise around vanity metrics and focus on the data and heavy listeners who matter most to your ratings and revenue.

To discuss the Key Performance Indicators (KPIs) that are right for your situation, send us an email or call 859-957-1581.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO


Teenage Summer Jobs: The Evolving Marketplace

July 10, 2017

Remember your first summer job?

It’s a right of passage that lasted just 10-12 weeks, but provided invaluable lessons and memories for a lifetime.

I had a paper route for a couple of years, when at the age of 15,
I became a busboy at the local country club.

I still remember the transistor radio positioned near the dishwasher.

Only one station played in Chef Paul’s kitchen that summer: WEBN, Cincinnati’s legendary rock station.

Over the recent 4th of July weekend, I noticed a Time Magazine article describing the current state of teenage summer employment.

As Bob Dylan says, “The Times They Are a Changin'”

According to the Bureau of Labor Statistics, the high water mark for summer jobs was 1978, when 72% of American teenagers were employed.

Fast forward to last year and just 35% of teenagers were in the job market.

Since 2000, teenagers working summer jobs have dropped by 15%, falling from half the population to one-third.

Despite the fear each generation has about kids today being lazy, the reasons point in a variety of other directions.

From the consistent rise in minimum wage in recent years that allows more experienced workers to fill entry level jobs to the myriad of sports and activities that occupy their time, teenagers are stretched thin.

Even summer school, which traditionally helped kids catch up is now being used by high achievers to get further ahead and polish their college resumes. Last summer, 40% of 16-19 year olds were enrolled in school.

In addition, to help put their best foot forward with colleges, 77% of high school students are willing to volunteer to gain relevant experience in a professional setting without a paycheck.

In fact, that 15% decline in the teenage workforce since 2000 has been mirrored by an increase in college enrollment over the same period.

While it’s easy to over generalize about the work ethic of today’s teenagers, it’s equally dangerous to dismiss the strength of radio.

So where do we fit into this changing teenage landscape? In a word, radio is RESILIENT.

According to Nielsen, over the last decade radio has retained its teenage audience.

As these teenagers become adults, radio continues to flex its muscle. In Nielsen’s latest Comparable Metrics Report, radio reaches more 18-34 year olds each week than TV or smartphones.

We know that a majority of radio listening is driven by employed persons in the car and at-work. In fact, our core target audience is comprised of exactly the audience advertisers want to reach … people with money to spend.

Your heavy listening P1s are employed outside the home and consume a lot of radio, which is why they make such an significant impact on your ratings.

As summer employment trends among teenagers continue to evolve, radio’s strength and resilience endures … driven by compelling content on-air and Top of Mind Awareness off-air.

Want increased listening? Let us recruit and engage the heavy listeners who matter most to your ratings and revenue. Send us an email or call 859-957-1581.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO


Standing Room Only: How the Predators Created a Juggernaut in Music City

June 12, 2017

Sidney Crosby and the Penguins won Lord Stanley’s Cup, but the story of the NHL season belongs to the Nashville Predators.


Music City is now also a hockey town. This year, they sold out all 41 regular season games. In fact, according to NHL.com the 703,000 fans in attendance served as an encore to 2015-2016, when they had 35 sellouts and drew 695,828 fans.

Following the passing of marketing and advertising icon Jack Trout, who was the master of positioning, it’s fitting that the Predators have just taken another step to bringing their long held position to life.

As you might have guessed, selling hockey in Nashville has not always been easy.

According to Forbes, a decade ago the franchise was exploring the possibility of giving up the dream and relocating to Canada.

A local ownership group stepped up and brought in President and CEO Sean Henry, who also runs Bridgestone Arena in downtown Nashville. Together they developed One Goal, which is both clear eyed and incredibly ambitious for the one time fledgling franchise.

According to Henry, “This team is the center of everything we do, to the point where our goal as a company is to make Bridgestone Arena the No. 1 sports and entertainment facility built around a Stanley Cup Champion Predators hockey team — that’s it.” Worth noting, iconic venues like Madison Square Garden with a hockey team of their own, aren’t simply watching the world go by.

In addition to the hockey games, Bridgestone Arena hosts another 150-175 sold out events each year including the CMT Awards, which this year had to be relocated to the Music City Center due to the hockey playoffs.

Bridgestone Arena also is in the midst of an unprecedented 12 year agreement with the SEC to host a men’s or women’s conference basketball tournament each year in Nashville.

Passionate fans are nothing new in Tennessee, but the team has done a nice job of embracing those storied traditions. In a recent interview with the Hockey News, Henry said, “I think it’s a really healthy mix of SEC football, SEC basketball, NASCAR and the passion of what we think of the European soccer fans.”

In fact, the Predators have made a connection with their fan base like no other market in the league. It doesn’t hurt when just outside the arena is Lower Broadway, a world class entertainment district that fans can enjoy before, during and after the games.

Yet, tying it all together was no small feat.

In another recent interview, Henry describes the work involved, “When I first got here, I felt we had to connect what happened in the bowl to the excitement outside the building,” Henry said. “It’s like you hit our curb, and this boring lull hit and we took the excitement out of you almost with our plaza and our concourse until the game started and it built back up. So we did our best to raise the energy level so we could build upon the excitement you’re coming in with.”

Not only did Henry reinvigorate the fans, but he also reinvigorated the employees. “For whatever reason, and it was not intentional I am sure, but you had the Hockey Operations Department in one silo, you had the Hockey Operations Business in another silo, and then you had Building or Event Operations in another silo,” Henry said. Henry added, “Breaking down those barriers did so many great things for people’s careers, how you work and how you feel about yourself, but more importantly, the business.”

Energized employees, energized fans, energized business. All skating towards the same goal: making Bridgestone Arena the No. 1 sports and entertainment venue in the United States centered around a Stanley Cup Champion Nashville Predators hockey team.

A similar opportunity exists for radio, but it starts with us as an industry realizing that reach is not a position to be filled in the minds of advertisers or listeners.

AM/FM radio is the #1 source of entertainment for employed persons in the car and at work.

Everybody loves a winner. If radio is #1, by definition, everything else from Facebook to Spotify to podcasts, even with Apple now releasing data, is just playing catch up.

We already occupy an amazing position with employed persons. If we only believed it enough to resist the urge to try and be everything to everyone, which forces radio into a preoccupation with reach; despite its proven inability to generate revenue growth.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO