How Radio in Ireland Can Adapt to Digital
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Joanne Sweeney-Burke of Digital Training Institute highlights the importance of radio stations embracing digital. From leveraging social, smartphones and their storytelling abilities to realising that engaging new and younger audiences is possible. Joanne shared this presentation at the 2018 Radio Days Ireland conference in Dublin hosted by Learning Waves and the Independent Broadcasters of Ireland. Find out how the changes in digital and smartphone use are impacting the potential for radio stations.
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How Radio in Ireland Can Adapt to Digital
- 1. Is your Station Fit for the Digital Age? Digital insights for radio Joanne Sweeney-Burke @tweetsbyJSB
- 12. Leverage • Loyal audience base • Content ripe for re-purposing • Natural storytelling talent • A book of advertisers • Source of news • Programming on-air and online Avoid • Unrealistic expectations off staff • Being slow to adapt to digital • Failing to invest in digital • Believing JNLR are the only metrics that matter • Double-jobbing with digital • Out-sourcing digital
- 13. Disruption of News & Media
- 14. Trust Marketing
- 19. “Know your audience/s. Step into their micro-moments. The biggest opportunities are in the smallest moments.”
- 20. “Develop a digital programming schedule. Insights will inform you of the content and format.”
- 21. CNN bought a 5.8 million online community
- 22. But the dream died… because you can’t buy somebody else’s community
- 24. Set Digital Targets •align digital strategy with SMART business goals Mobile First Mindset •build a model where mobile is front and centre of your business i.e. website, publishing, promotion, conversion Building the Your Station’s Brand Online •leveraging station personalities and sharing your why
- 25. Online Programming •become a digital publishing business Extending On-Air Offering •upsell digital packages to existing customers; win new online customers The Digital Team •build your team, audit existing skillsets but don’t over-burden, hire agile talent, streamline workflows, empower all content creators with digital publishing and promotion skills
- 26. Pay to play •invest in digital advertising (social, PPC, sponsored content) Funnel Listeners into Fans •leverage on-air presence to build a 360-degree following and build your database Measure Metrics that Matter •track all traffic from engagement to conversion
- 27. Final thoughts
- 28. Don’t be the Blockbusters of the radio world Adopt a mobile first mindset Extend your news remit online Audience segmentation Invest in digital advertising Empower staff with digital skills Online programming schedule Track and measure with attribution modelling