3. The Copernican Revolution and Newton’s Revolution or , The Revolution Revolution:
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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Copyright 2012Page 1
Radio Advertising Bureau Webinar
Member Response
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
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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
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Social Media
Social Media
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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
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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
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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
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The Top 5
1.
2.
3.
4.
5.
Bonus
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Lori LewisDigital & Social Media StrategistJacobs Media
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Key FindingsStop Doing Random Acts of SOCIAL
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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Vanity Metric
“What’s really going on”
metric
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Contrary to popular belief, this is not the
approach Facebook fans
respond to.
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“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!”
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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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
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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3 Do’s 1) Speak to the passion of the fans.
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2) Stay true to the brand.
3) Focus on impact.
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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.
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3) Don’t mistake “Likes” for motivated fans.
Always remember why fans use it first.
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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
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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
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RAB Resources
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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Social Media Revolution and RevenueRAB Webinar, July, 2012
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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
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WHXT, Lafayette, LA
• Sports updates
• Title Sponsor
“Dominos Pizza Scoreboard”
KHAS, Hastings, NE
• Sponsored High School Scores
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WWCD, Columbus, OH
• Concert listings
• Sold to promoters
KCCN, Honolulu
• Embed tweets in station website
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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
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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 [email protected]
800-232-3131
Lori [email protected]
248-353-9030
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John [email protected]
800-232-3131
Thank you for joining us!
RAB Member [email protected]
800-232-3131
Lori [email protected]
248-353-9030