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Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 1
Radio Advertising Bureau Webinar
Member Response
member_response@rab.com
800‐232‐3131
Revolution and Revenue
www.RAB.com
Radio Advertising Bureau Webinar
John PotterVP TrainingRadio Advertising Bureau
Lori LewisDigital & Social Media StrategistJacobs Media
Revolution and Revenue
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 2
What We’ll Cover
• Social Revolution
“Revolution is a power shift from a few to many”
• The Top 5 social media sites
• Social media ideas you can sell
• Warning: social is communication, not shameless self-promotion
• Effective techniques for generating advertiser results
• RAB resources
Three Tiers Of Media
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 3
Social Media
Social Media
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 4
Categories
Communication• Facebook
• Wordpress
Collaboration• Wikipedia
• Digg
Multimedia• Photo sharing
• Video sharing
Reviews• Epinions
• WikiAnswers
• Yelp
Entertainment • Second Life
• Sims
Research
The Social Habit: How Many
Source: Edison Research, June 29, 2012
% Who Currently Have a Personal Profile Page Any Social Website
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 5
Research
The Social Habit: How Many
Source: Edison Research, June 29, 2012
% Who Use Social Networking Sites/Services “Several Times Per Day”
Research
The Social Habit: Who
Source: Edison Research, June 29, 2012
Population
Social Networkers
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 6
Research
The Social Habit: What They Use
Source: Edison Research, June 29, 2012
% by Age Group Who Currently Use/Have a Personal Profile Page On…
Research
The Social Habit: How Often
Source: Edison Research, June 29, 2012
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 7
The Top 5
1.
2.
3.
4.
5.
Bonus
www.RAB.com
Radio Advertising Bureau Webinar
Lori LewisDigital & Social Media StrategistJacobs Media
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 8
Key FindingsStop Doing Random Acts of SOCIAL
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 10
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 11
Vanity Metric
“What’s really going on”
metric
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Contrary to popular belief, this is not the
approach Facebook fans
respond to.
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 13
“Do I have a deal for you! A package of 18 :60’s & I’ve got the
hot new Facebook
thing. Just for you, I’ll package it in & give you 10% off!”
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 14
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 15
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 16
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 17
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 18
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 19
3 Do’s 1) Speak to the passion of the fans.
Social Media Revolution and RevenueRAB Webinar, July, 2012
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2) Stay true to the brand.
3) Focus on impact.
Social Media Revolution and RevenueRAB Webinar, July, 2012
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3 Don’ts1) Don’t stray from the brand. A Rock
Station tweeting
about politics
An AC station posting about fried
chicken?
2) Don’t pitch.
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 22
3) Don’t mistake “Likes” for motivated fans.
Always remember why fans use it first.
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 23
www.RAB.com
Radio Advertising Bureau Webinar
John PotterVP TrainingRadio Advertising Bureau
Effective Techniques To Get Advertiser Results
Advertiser challenges
Source: iContact, 2011
Goals: generate sales and strengthen brand
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 24
Effective Techniques To Get Advertiser Results
• Know your audience and connect the right advertiser
• Social media is a conversation, not a technology
• Communicate using interaction, not telling and selling
• Have a consistent message
• Use plain words, just like great radio commercials
• Social media is happening with or without you
www.RAB.com
RAB Resources
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 25
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 26
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 27
Jack FM, Los Angeles
• Promote advertiser supported contests on Facebook
• Push Facebook post to Twitter
• Link to your contest page
WKNR, Detroit
Up-sell appearances by adding Tweets
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 28
WHXT, Lafayette, LA
• Sports updates
• Title Sponsor
“Dominos Pizza Scoreboard”
KHAS, Hastings, NE
• Sponsored High School Scores
Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 29
WWCD, Columbus, OH
• Concert listings
• Sold to promoters
KCCN, Honolulu
• Embed tweets in station website
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 30
Entercom, Rochester, NY
• Promote the Daily Deals you sell
WGAN, Portland, ME
• Promote contest on Social
• Link to station registration page
• Sell contest sponsors and ads on page
• Build database
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 31
Summary
• Social is here
• Concentrate on the Top 5
• Use creative ideas
• Keep in mind the goal is to create results for advertisers
• Stay up to date
Questions & Answers
John Potterjpotter@rab.com
800-232-3131
Lori Lewislori@jacobsmedia.com
248-353-9030
Social Media Revolution and RevenueRAB Webinar, July, 2012
Radio Advertising Bureauwww.rab.com
Copyright 2012Page 32
John Potterjpotter@rab.com
800-232-3131
Thank you for joining us!
RAB Member Responsemember_response@rab.com
800-232-3131
Lori Lewislori@jacobsmedia.com
248-353-9030