Digital Marketing Plan - Soundtap Radio
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Transcript of Digital Marketing Plan - Soundtap Radio
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DIGITAL MARKETING
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Some Facts on Radio Soundtap History Elevator Pitch Mission Statement Video of business value Proposition Brand Brief Empathy Map KPIs Soundtap Analytics Station Map Segmentation&Targeting Digital Marketing Strategies
Email Marketing UI/UX Social Media Marketing
Content
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Radio: between adult ages (18-64) • 2nd most consumed media in USA 23% vs TV 55% • Listened in car 42% vs Home 24% • Traditional terrestrial radio stations riches more audience via
digital (online) streaming • Digital streaming is on the rise nearly up 40% • Fewer barriers to entry to compete online for Internet radio • Independent radio is promotional tool for independent artists
Some Facts on Radio
Source 2014 Nielson Company http://www.newsgeneration.com/broadcast-resources/radio-facts-and-figures/
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Soundtap History
http://blog.jammob.com/how-to-get-your-music-played-on-internet-radio/
Founded: 2011 by a 3 roommates in Stanford, CA who love and appreciate independent media. Current Situation: Media monopoly. Majority of US broadcasting media is owned by 7 US corporations Soundtap aims to stand in front of this trend.
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Elevator Pitch
“Soundtap is a social and interactive platform as a service on Web and Mobile for creators and consumers of commercial free Live radio stations and radio shows around the world. “
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Mission Statement
To preserve the diversity that is college and community radio by delivering and promoting non-commercial, listener supported live radio programming to web and mobile audiences around the world.
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Value Proposition
Soundtap Video https://www.kickstarter.com/projects/1009166616/soundtap-
building-a-future-for-college-and-communi
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Commercial Free
Human Powered Radio
Target Market
Brand Brief
Competitive AdvantageValue Proposition
Attributes Key Products &Services
Key Competitors
StakeholderIncrease/Support independent radio creation & listenership
Mission
Web app Mobile Tablet
TuneIn Rdio
iHeart Radio
Free Human Powered Show focused
Social/Interactive
Real-time non main stream music discovery Pulse on the listenership
Events, Donations Show Station Rankings & Tagging
Colleges/Universities Local radio Communities Musicians/Record Labels
Radio Stations & Programmers
Preserve Independent Media
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Persona Empathy Map-I
so cool to know what is behind content
can listen in their car and home and mobile
can listen from all around the world
unbiased programming is so cool!
college radio is dying
there are no listeners outside of local area
they dont trust commercial radio
radio programmer
23 yrs old
AMANDA
female
my show just got favorited!
happy someone called in a request
Programmer
can chat with listeners from all around the world
she is supporting independent musicians
i can t believe we are on mobile now!
On the fly access to global gems
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Persona Empathy Map-II
so cool our programming reaches ww audience
they give Soundtap shout outs
can listen from all around the world
unbiased programming is loved!
college radio is dying
there are no listeners outside of local area
they dont trust commercial radio
Station Manager
28 yrs old
Ken
Male
they can expand their audience
gauge what radio program is doing well
gauge what radio programmer is on top of it
they add Soundtap to their website as the App
Manager
fearful that medium is under threat
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Persona Empathy Map-III
this app recommends me live programs
can listen in their car and home and mobilecan listen from all around the world
unbiased programming is so cool!
real time chat? unreal!
i get to request a song!
happy to avoid invasive commercials
avid listener
33 yrs old
i can follow my favorite programmers
Male
can donate to their favorite station
all this is for free!
i get notification of my favorite shows
Mark
listener
search and listen by genre
Buy music of interest
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KPI’s include maximizing the following:
1. Listener Sign Ups 2. App Downloads - iPhone & Android 3. Play Button 4. Time on Site 5. Stations Sign Ups
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Soundtap Analytics
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Soundtap Analytics
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Soundtap Station Map
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Segmentation & Targeting
Ken Station Manager
28 yrs old
Amanda Radio Programmer
23 yrs old
Mark 33 yrs old
Avid listener
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Email Marketing
STRATEGY • Setup newsletter
• determine appropriate frequency • Site metrics (weekly trending, staff picks, most popular etc)
• Email Campaign • Welcome Email (signups) • Thank you Email (station suggestions)
• Set up inactivity email • Listeners that have not comeback in a week
STATS: Total number of signups: 10,510 Stations on board: 712 College Radio: ~500 Community Radio: ~200
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Email Marketing
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UI/UX Strategy
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UI/UX Strategy
Soundtap
these implementations will lead to Content strategy => Retention, Referral and
Amplification
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UI/UX StrategyTop Page Views
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Social Media Marketing
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Social Media Marketing
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Social Media Marketing
1. Organic user growth (shot outs, voms) 2. Social features implementation 3. Implement Facebook & Twitter news feed 4. Gamification - Madness (listener amplification 100 fold) 5. University and station ambassador
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Social Media Marketing
1. News Feed on FB and Twitter 2. Enable signups with FB and Twitter 3. Engage with influencers on FB 1,500 fans and T 1,200 follows 4. Keep G+ profile active and current 5. AngeLList is also of interest for investor and talent outreach..
https://angel.co/soundtap
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Soundtap Marketing Strategy