using social media to promote your station final
DESCRIPTION
Thinking about marketing your station with social media and not sure where to start? In this webinar, we’ll talk about understanding your online audience,establishing digital goals, and best practices for engaging with your digital community. Emphasis will be placed on creating and curating content that resonates with your audience and strengthens your brand.TRANSCRIPT
Using Social Media to Promote Your StationMarch 1, 2013
Kasia Podbielski
#pubtraining @nprdigitalsvcs
• understanding your online audience• establishing digital goals• creating and curating content• engaging your digital community
agenda
• foundation to get started promoting your station
• real-life examples to build upon• basic tactics and strategies
objectives
understanding your audience
• who are they? • what are they doing?• when are they online?• where are they accessing from?• why? What is their motivation?
identifying your audience
Gender - Twitter
MaleFemale
Gender - Facebook
MaleFemale
Facebook AgeAge - Twitter
0-2425-3435-4445+
Age - Facebook0-2425-3435-4445+
demographics
What Internet Users Do on a Typical Day
% of adult internet users in the U.S. who do this online
Use a search engine to find information
59
Use a social networking site like Facebook, LinkedIn or Google Plus
48
Get news 45
what people do online
Avg. Time on Site: 23:20mins/visit
Avg. Time on Site: 11:50mins/visit
Avg. Time on Site: 8:00mins/visit
Avg. Time on Site: 16:40mins/visit
average time spent on platform
when are they online
Which of the following do you use regularly?
Respondents
Facebook 69%
Twitter 17%
LinkedIn 16%
Pintrest 8%Tumblr 2%
Digg 2%
Other sites 2%
npr listeners online
How often do you do the following Frequency Scale (1-7)
How much attention do you pay to links to news stories up on your Twitter feed?
7.38
How much attention do you pay to news stories on your Facebook wall or timeline?
6.70
Learn about a particular news event 3.76
Read shared news stories 3.74
Share news stories 3.28
npr listeners online cont.
access points
motivation for using social media
online goals
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.
on-air mission statements
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.
on-air mission statements cont.
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.
on-air mission statements cont.
• Increase Facebook fans and likes• Get more Twitter followers• Get more clicks on homepage• Be on every platform possible• Make money from internet
a weak example
• 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
strong examples
• not about you• inspires/calls us to action• reveals secrets • unexpected • prompts sharing• timely• appropriate for the platform
good content
it’s not about you…entirely
inspires/calls us to action
reveals secrets
is unexpected
prompts sharing
timely
right content, right platform
I’m listening to @carlkasell #npr
I like listening to Carl Kasell
Here’s me listening to Carl Kassel
My skills include listening to Carl Kassel
Here’s a photo of me listening to Carl- and a recipe for cookies!
Here’s a vintage photo of me listening to Carl
This is where I am when I listen to Carl Kasell
Now listening to Carl Kasell
I’m a Google employee who listens to Carl Kasell
• off message• 100% autopost• duplicate content• broken links• long format• heavy ads• sales pitchy• deceiving
headlines• Bad design
sad content
don’t do this
• photos• contests• email• events• …
tactics to distribute your content
Photos (cross platform)
contests
events
sharing is caring
Facebook Group [private]NPR Member Station Marketers
LinkedIn Group [private]NPR Member Station Marketers
