Emily Reeves spoke to the Arkansas Broadcasters Association about bringing digital and broadcast together and ways to use social media for their local stations.

1. Broadcast + Digital
Creating A More Perfect Union
presented by
Emily Reeves
Director of Digital Innovation and Insight Planning

2. Broadcast + Digital
Theme: Be Responsive
@StoneWard
@Reeves501

3. Broadcast + Digital
The Numbers Can’t Be Ignored
@StoneWard
@Reeves501

5. Broadcast + Digital
Watching TV & Listening To The Radio Is
Now A (Digitally) Social Experience
@StoneWard
@Reeves501

6. Broadcast + Digital
Competition or Complement?
@StoneWard
@Reeves501
The Backchannel Conversation
40% of smartphone and tablet owners in the United States
used their devices daily last year while consuming broadcast
content.
Although many of them are checking emails, about 42% of
these users also are logged onto social media such as
Facebook and Twitter.
People are sharing moments while they are watching TV and
listening to the radio.They can have access to people well
outside the boundaries of their living room to share in the TV
shows and radio topics they are passionate about.

7. Broadcast + Digital
Competition or Complement?
@StoneWard
@Reeves501
COMPLEMENT

8. Listeners Want What You Have:
@StoneWard
@Reeves501
CONVERSATION

9. Viewers Want What You Have:
@StoneWard
@Reeves501
VIDEO

10. Broadcast + Digital
Doing It
@StoneWard
@Reeves501

13. Broadcast + Digital
The Benefits of Digital
@StoneWard
@Reeves501

14. Broadcast + Digital
The Benefits of Digital
@StoneWard
@Reeves501
• Engage with viewers and listeners directly and one-on-
one.
• Extend coverage.
• Hyperlocal information.
• Maintain top-of-mind awareness for your station and
your reporters and on-air talent beyond the designated
on-air time slot.
• Listening and learning.
• Involve viewers and listeners in the broadcast.

15. Broadcast + Digital
Digital Is Instant Measurement
@StoneWard
@Reeves501

16. Broadcast + Digital
Digital Is Instant Measurement
@StoneWard
@Reeves501
• Watch the engagement numbers (likes, retweets,
responses, comments, shares, repeat visits, length of
time on site, opens, click-throughs, etc.)
• Watch the traffic numbers.
• Repeat what works.
• Number of fans/followers don’t count as success.
• Interactions count as success.

17. Broadcast + Digital
Preparation for Digital Demands
@StoneWard
@Reeves501

18. Broadcast + Digital
Preparation for Digital Demands
@StoneWard
@Reeves501
• Rapidly iterate.
• Train everyone.
• “I want it NOW.”
• Public complaints.
• The stream moves fast.
• It doesn’t have to be perfect.
• Find a way to brand on-the-go.
• It needs to work on a mobile device.
• There is no down time, only real time.
• The personality and human voice needs to be felt.

19. Broadcast + Digital
Idea Starters
@StoneWard
@Reeves501

20. Broadcast + Digital
Idea Starters
@StoneWard
@Reeves501
• Behind the scenes.
• Live chats.
• 24/7 stream.
• Story ideas.
• Voting on content.
• Contests & sweepstakes.
• Make it easy to share.
• Sponsored and branded content.
• Video, video, video.
• Be selective and interesting with content: don’t just promote
your work, show your personal side as well.
• Let users be involved in your work, ask them questions,
collect questions for guest interviews, etc.

21. Broadcast + Digital
Be Responsive
@StoneWard
@Reeves501

22. Broadcast + Digital
Be Responsive
@StoneWard
@Reeves501
• Accept that the technology, channels and approaches are
going to evolve. Daily.
• Experiment constantly and repeat what works.
• Keep up with new channels and use them personally
first.
• Opt for a responsive website rather than a dedicated
mobile app.
• Create conversation by responding to your viewers and
listenters.

23. Broadcast + Digital
Questions?
@StoneWard
@Reeves501

24. Thank you.
Emily Reeves
Director of Digital Innovation and Insight Planning
Stone Ward
ereeves@stoneward.com
@Reeves501
@StoneWard
www.stoneward.com
www.waitingfortheelevator.com