RCRG-U Social Media/Interactive 103

Chuck and Sally

Before we begin…

What’s on your mind concerning Social Media/Interactive?

We’ll get them on the board and try to address them during our session.

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RCRG Social Media/InteractiveWhy Bother?

RCRG Social Media/Interactive

Why Bother?

•Imagine there are 100,000 people standing on your porch•All talking to each other•Barely listening to the person to them,

This is where we are RIGHT NOW as media professionals

EVERYONE IN THIS ROOM MUST HAVE A FACEBOOK ACCOUNT! YOU CANNOT SELL A PRODUCT UNLESS YOU UNDERSTAND IT (AT

LEAST THE FUNDAMENTALS) You cannot contribute in a meaningful way unless you are part of the

community.

Where is Everybody?

Facebook Google Twitter LinkedIn0

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Percent of All Site Views

1.3 BILLION

1.3 BILLION

In Social Media…

customers becomefriends

Top Four Reasons for using Facebook

Possibly the ONLY reasons for RCRG to create and maintain this product.

• 1) Increase Occasions for listening/Ratings - Programming• 2) Engage Customers – Programming/Promotions

– Comments, Shares, Links = Engagement! • 3) Generate Revenue - Sales• 4) Generate Hits Back to Station Sites

The Rules of Three (33%-33%-33%)

• Programming• Increase in Friends/Followers• Importance of Engagement (talking about/sharing)

• Promotions

• Events, before and after! • Marketing/Sales

• (legal) Revenue Opportunities

Avoiding Invisibility

Only 1% of your fans go to our Facebook Pages

• For WQMX that is 160 out of nearly 16,000• For WONE it’s 70 of nearly 7,000If a fan does not comment or share your post you will be chopped. Goal: Staying on Fan’s newsfeeds

The BEST posts are NOT about US, They are

about THEM! What MATTERS to our Friends

enough for them to SHARE with their Friends?

Can our Friends create a STORY From our Posts?

Who Am I?

Best Practices!Content – What should our posts be ABOUT?

• 33% ‒ of posts should be PROGRAMMING/PROMOTIONS/STATION RELATED – “Tune in in 5 minutes for your chance to win Bon Jovi Tickets

• 33% - Format/Music/Artist/Concerts/Reviews – Sandra’s Daily Buzz features Alice Cooper! Listen on WONE and (just to

make it easy) click here! • 33% - ENGAGEMENT! Intended to generate shares and likes

– News updates, funny photos, celebrity birthdays, Open ended questions, asks for opinions.

In a Perfect World, EVERY POST has a picture. If you don’t have a picture, find one*

*One more thing about Pictures: Source The Image! YOU ARE REPRESENTING THE STATION AND RCRG - Same standard as on air

in terms of content/language/visuals/gestures

• DO Sourcing: give credit where credit is due (don’t steal) • DO Keep posts SHORT • DO Link back to our websites• DO Think about relevancy – does it matter? • DON’T EVER Post Political/Religious views (save them for your

personal page)• DON’T Post personal stuff

Best Practices Cont.

Mistakes That Prevent Peoplefrom Sharing

1. Talking about yourself – being exclusionary2. Being too edgy or offensive3. Being too obscure or niche4. Asking for likes5. Posting too frequently6. Not posting Images7. Posting Images with too much Text

Images with Text

Images using more than 20% test of the image. Will not be approved for paid promotions by FB. And there is a good reason:

They’re annoying.

why friends shareWIFM

(What’s In it For Me)

• 68% share as an advertisement for themselves, to give others a better sense of who they are

• 73% say it helps them find people with common interests. • 75% say sharing helps them better understand and “process”

news they’re interested in • 85% say the responses they get from posting and sharing

provide more thought. i.e. make better decisions • 94% consider how helpful a link would be to another user

before posting it

Shareability: What the post does to people:

• GIVE: Benefits Adding to the Dream• ADVISE: Tips; Relationships; Health; Money• WARN: LOOK OUT! • AMUSE: Be Funny! • INSPIRE: Inspirational quotes • AMAZE: Amazing pictures or facts • UNITE: Enhance the Tribe! Rah! Rah!

Enough is Enough (Not Enough is an invitation to exit)

Promotion and Sales Minimum of Three Posts a day1 Sales (Max) Post –No Added ValueThere are sales/promotions guidelines that need to be recognized

2 Promotions Programming

Minimum of 3, ideally at least one per daypart

Contests

• To do contests ON Facebook, you MUST use a third party vendor, such as Woobox (WNWV has had success with this), at $30/mnth, built into a client cost. Stations should, if possible do a Woobox LIKE driving campaign a minimum of 4x per year to drive followers– Must be paired with a client that has a certain threshold of

followers already on FB– Client MUST agree to post on their page as well, or there is

no benefit for station

Very Female Driven

Building on follower’s interests

Unique Boards, isolating subjects to a very fine level

Music, Family, Style, Design and more

RCRG Social Media/Interactive

Twitter and MobileTwitter •Community Building – Takes time•Immediate•Supports Webpage (ANN) news stories•Links! Links! Links!

Mobile

RCRG Social Media/Interactive

GoalsThe Long and Short

•Establish 1st and 2nd Tier platforms unique to stations•Revenue Outlooks

•Opportunities and Boundaries

•Division of Labor •Make it Worthwhile

RCRG Social Media/InteractiveThe Team

•Work with Teams in PlaceSue and JodyANN and Tony

•Interactive Support Team •Sandra – WONE•Justina – WQMX•Sally/Adam –WNWV

First Line Curators and Monitors: Sarah and Tony The Leadership

•Chuck Collins – Combine with OD/MIS (management information sys)

•Working closely with Brand Managers and Team Members

•Lynn Yuronich – Interactive Sales Manager

WAVE TeamJeff and Ed

RCRG Social Media/Interactive

Streaming and Websites

•Team will monitor and maintain coverage audio.•Alert Brand Managers of trouble•Create/Integrate digital components•Promote ways to hit goals

RCRG Social Media/Interactive

TimeLine•Now – Training and Set Up•June 5 – RCU Session•July 15 - Content Goals and Practices*•August 15 - Begin Weekly Audits and Content Goals; Sales Strategies and Best Practices•September 15 – Sales Training and Deployment

ReadyCreate

CurateSell!

RCRG Social Media/Interactive

thanks for your input!