Tag Archives: Social Media
I read an article on wsj.com about a well known NYC Restaurant owner who has started building his brand online. Michael McCarty started a blog and has videos on YouTube, and his latest social media creation is a Twitter feed that tells his followers who is having lunch at his restaurant. He doesn’t limit it to rich and famous, instead he focuses on frequent customers. What a great way to make your customers feel appreciated!
What a great idea for a radio station.
I’ve talked before about the right ways and the wrong ways to use a Twitter feed, but in case you missed it or forgot, here they are again:
- DO ask your listeners to follow you on Twitter.
- DO follow every single one of them back (it shows them you care, and you can organize them into lists to manage them if you want).
- DO send them interesting information everyday. Tweet things that your listeners care about, like local news and stories, info about music and musicians, or just random thoughts. But keep it short, the shorter the better, so people can retweet your stuff.
- DO use a service like Blip.fm to tweet songs that you are playing on the air. Not all the songs, just one once in a while for fun.
- DO think of Twitter as another channel of content that you are creating. Make it fun and interesting.
- DO love your listeners on Twitter. Thank people for listening and following you by tweeting their names. That helps them get more followers, which is fun for them.
- DO NOT tweet promotional announcements.
- DO NOT tweet advertisements.
- DO NOT try to do giveaways on Twitter.
- DON’T make people follow you, make them want to follow you.
Twitter is a way for stations to build a better relationship with their audience and get more listeners. I tweet a few times everyday and it has definitely helped build my brand and audience.
Bridge Ratings has some new study results out that focus on the successful use of social media marketing by radio stations and other businesses. It finds that effective social media marketing executed on properly selected social network sites can have jaw dropping results.
The study outlines a Social Media Network Hierarchy strategy based on social media behaviors within various demographics. For example, girls 12-17 use different social media sites than other age groups. Once the correct social media behaviors and sites are identified, and “If messaging is done properly (short in length, keyed on strategic products or services with targeted creative) and with precision, response rates can accelerate. Repetition plays a factor as well.”
Basically the study says that social media marketing can be extremely effective, provided that the target demographic’s online social behavior is well understood, product messaging is “laser-focused”, repetition is limited, and campaigns are well executed.
Several examples document the strategy, such as a CHR station that used frequent messaging on social network sites to promote contests, on-air features and client promotions and saw a 25% increase in response. A record company that increased digital downloads by 34%. A broadcaster that grew listening sessions by 75% in 4 weeks, and an Internet radio station that grew sessions by 20% over 6 weeks.
You can read the study summary here.
KPLX (The Wolf) in Dallas may be the first station in the country to air a Twitter Song of the Day contest, but they won’t be the last. It’s a simple, great way to integrate social media into a station’s over the air platform, and build a network of listeners.
According to Radio Online, the station is working with a promotional company to run the first ever $1 Million Twitter Song of the Day contest. To qualify, listeners must tune in to The Wolf until September 4 and listen for the “Twitter Song of the Day.” After registering on Twitter and following The Wolf at twitter.com/995theWolfDFW, listeners must tweet the appropriate response after hearing the daily song.
Each day, The Wolf will award concert tickets to ten contestants. At the end of the Song of the Day contest, one finalist will be selected to play for $1 million. To win, they must correctly predict the final score of the Dallas-New York football game on September 20. (I’m a little baffled by the football score curve thrown in, but I guess if it’s September and you’re in Dallas it’s all about football..)
I signed up to follow the station and indeed, they started the contest yesterday. It turns out, they don’t actually tell you the song of the day on twitter, they tell you when to listen to the station to hear it. A good, old fashioned ratings promotion, with a minor twist.
Instead of forcing me to listen at 10:10am everyday, I’d rather see the station use twitter to give listeners what they really want – a way to stay in touch with the station and participate, even if they aren’t listening at the correct moment in time. Tweeting the name of the song would do that. Or even better, use one of those fun tools to actually tweet the song. Like blip.fm – stations can build their own channel on blip, and share the music on twitter and other sites.
This is a good illustration of the dangers of using an online platform that you’re not familiar with. The station started tweeting on August 24. They probably put an intern in charge of the tweets. They have about a thousand followers so far, but they’re not even returning the follow to ten percent of them. (If you want to keep them, you should return the follow to your listeners..) Twitter is a social tool for building a relationship with your listeners and connecting with your community. A social tool. Even a branding tool. But a way to get listeners to jump through timed hoops, not so much…
I read a great article about branding on Chris Brogan’s blog the other day which emphasized that branding is not just about how you market your brand, product or service, but also about how you distribute it. Very successful product/brands have established successful channels of distribution for those products/brands.
Twitter, Facebook, MySpace, social media sites in general are channels of distribution for your messages. Ways that you, your brand or product can connect directly with your audience. Get it?
Here’s a real life great example. Amanda Palmer is a musician. Singer, songwriter, pianist, formerly of a band called The Dresden Dolls and more recently a solo performer. Amanda Palmer is also a masterful promoter of her personal brand. Which is the part I want to tell you about.
Amanda Palmer has over 38000 followers on Twitter. According to a post she wrote recently here, she loves Twitter and tweets whenever she can because it allows her to connect directly with her fans. (She gets it.) So she wrote a post called “How an Indie Musician can make $19000 in 10 Hours using Twitter” in which she describes how she was “hanging out on Twitter” on a friday night with her network of followers, mainly cracking jokes and complaining about losers who have nothing better to do than hang out on Twitter on a friday night. This turned into the number one topic on Twitter, which meant the popularity of the group increased even more.
So Amanda and her friend/web guy put together a quick website and started selling tshirts, then had a webcast auction for which she performed live and sold other stuff signed by her. After that, she offered a Twitter Donation-Only Gig and got donations for that. As she puts it in her post,“TOTAL MADE THIS MONTH USING TWITTER = $19,000 TOTAL MADE FROM 30,000 RECORD SALES = ABSOLUTELY NOTHING.”
The post is worth reading (expletives alert) – she’s quite a character. The point is, Amanda Palmer is a masterful marketer of her brand. Her distribution channels allow her to connect with her audience and sell her product – which is her music and her personality.
Standard distribution channels for the music industry are dying. Both the radio industry and record companies are struggling to find new business models. Solutions are found in stories like Amanda Palmer’s. Put the focus on your distribution channels. Give your listeners lots of access to your brand. Love your audience and connect with them often.