Overview and discussion of current public radio station strategies for online services, based on interviews and surveys of SRG member stations. Includes preview of forthcoming strategic choices mapping tool from PRX. If you would like a copy of the Powerpoint file please email Jake Shapiro at jake <at> prx.org

1. All That Twitters Is Not Gold Findings, case studies and tools on forming strategies for online services Station Resource Group (SRG) Retreat August 12, 2008 Sedona, AZ Presentation, interviews and research by Quentin Hope, Jake Shapiro, and John Barth.

2. Contact: Jake Shapiro Executive Director, PRX [email_address] 617.576.5455

5. Summary: Five major categories 1. Providing information about the station 2. Providing additional audio programming access and service 3. Supplementing broadcast programming with additional content 4. Providing content not directly related to broadcast programming 5. Stimulating listener/user engagement and interaction none basic/ minimal solid rich/ enhanced Public Radio Exchange (PRX)

6. 1. Providing information about the station: subcategories none basic/ minimal solid rich/ enhanced Overall a. Programming b. Plans and activities c. Reception d. Support e. Staffing f. Work opportunities g. Station background h. Governance Public Radio Exchange (PRX)

7. 2. Providing additional audio programming access and service: subcategories none basic/ minimal solid rich/ enhanced Overall a. Simulcast streaming of broadcast programming b. On-demand access to broadcast programming c. Continuous streaming of web-only program service(s) d. On-demand access to web-only programming e. Syndication (push delivery) of program content/updates Public Radio Exchange (PRX)

8. 3. Supplementing broadcast programming with additional content: subcategories none basic/ minimal solid rich/ enhanced Overall a. Lists, picks, sources and links b. Current information updates and details c. Extended and enhanced program content Public Radio Exchange (PRX)

9. 4. Providing content not directly related to broadcast programming: subcategories none basic/ minimal solid rich/ enhanced Overall a. Extended community information b. Select topical information c. Niche community service Public Radio Exchange (PRX)

10. 5. Stimulating listener/user engagement and interaction: subcategories none basic/ minimal solid rich/ enhanced Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest Public Radio Exchange (PRX)

11. 5. Stimulating listener/user engagement and interaction: subcategories none basic/ minimal solid rich/ enhanced Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest Public Radio Exchange (PRX)

12. Additional site ratings and information Use of Public Interactive Public Radio Exchange (PRX) Web advertising No ads Very few, small ads Some adds on most pages Many ads, various types, across site Site navigation Site appearance Un-useable/ Un-viewable Poor Average Great

14. Online staffing levels 1 FTE 2 - 4 FTEs 5 - 7 FTEs 8 - 10 FTEs 10 + FTEs How many full time equivalent (FTE) staff positions do you have dedicated to all aspects of online work? Source: online survey of SRG members. n = 15

15. Online staffing reporting relationships Separate online/web/digital unit Development Promotion Programming IT Where do the positions you have dedicated to online work report within your organization? Source: online survey of SRG members. n = 15 Operations Split departments

16. Online investment levels What would you estimate as your total spending for online services this year - staff, contractors, bandwidth, etc.? Source: online survey of SRG members. n = 13, 14 %Percent of total budget “ We really missed seeing how the web would grow and anticipating the investments we would make in it over the past 10 years.” <=2% 3-4% 5-6% 7-8% 9-10%

17. Usage comparison: monthly web visitors and weekly radio cume – selected SRG members Public Radio Exchange (PRX)

18. Usage comparison: Weekly streaming AQH and weekly total AQH – selected SRG members Public Radio Exchange (PRX)

54. Scope of a fully integrated online strategy … Work in process Strategic Intent (institutional purpose, core values,vision) Public Media Strategy* ( options, choices, approaches, tactics ) Online Strategy ( options, choices, approaches, tactics ) Online Value Proposition ( from user and competitor perspectives ) Organization Model Investment Approach Performance Assessment Model “’ Integrated strategy’ would be too fancy a phrase for what we're doing. I think we're all inching along, trying things. I like ‘experimental’ better than ‘integrated strategy.’ An integrated strategy suggests that we really know what we're doing.” * The overall strategy for becoming a “significant institution” in SRG terms

55. Public Media strategy: mapping the factors Content Geographic orientation Subject matter orientation Audience Target Impact Access Interaction & engagement Economic model Sources/mix Interrelation-ship of sources Platform positioning Public Media Strategic Options KEY FACTORS Public Radio Exchange (PRX)

57. Branching further down to the details on options … Interaction & engagement Encouraging contributions Public Media Strategic Options Content Audience Access Economic model Platform positioning Money & materials Time & services Building civic community Building social networks (issue/topic focused) Informing (issue/topic focused) Convening I think the emphasis on engagement from our 20’s advisory board members is more on content than on the social networking part. They have other ways that they can do that. KEY FACTORS STRATEGIC OPTIONS >>>> TACTICAL OPTIONS Public Radio Exchange (PRX) Text Pictures Audio Video Content Information Feedback on content Opinions on issues Leads/contacts Expert knowledge Building station community & loyalty Social networks (station focused) Updates Transparency

60. Competitive value proposition Benefits Content Credibility Superior local coverage and content Better integration of local and global content Deep archive on key area issues Costs Limited access Better editorial/curatorial sensibility Unusual organizational transparency` Difficulty of navigation Engaging discussion participation Personally posted and credited content Clutter Sense of belonging Sense of ownership Slow load streams; poor audio quality; player incompatibility Visual incompatibility and clutter of advertising; competing page elements Casting off to other sites; un-integrated sections/pages Awareness of the value proposition Online Value Proposition Difficulty of search (-) (+) Lack of search capabilities and options; spurious search results KEY FACTORS PROPOSITION POINTS AND COMPETITIVE POSITIONING Context “ A reporter from the newspaper told us that our website was now up in their newsroom all the time. They're always monitoring what we're producing a lot more interesting local content.” Lifelessness Inactive blogs, threadless discussion boards, static or automated social networking pages; no “voice”; no sense of place Public Radio Exchange (PRX)

61. Competitive value proposition (sample choice map) Awareness of the value proposition Sources Broadcast channels Social network sites Frequency Time Receptivity KEY FACTORS PROMOTION OPTIONS Place Context Own Website(s) Direct mail Public Radio Exchange (PRX) Benefits Costs online Value Proposition (-) (+) Others’ Other organization’s sites (cross-promotion) Personal referrals (“share this” emails, etc.) Search Paid search Paid placement Personal social networking sites

62. E. What is our collective agenda for greater online significance? Strategy development Audience understanding and measurement Production and operating models Economic models Organization models What are your greatest needs for support and assistance over the next two years in developing and managing your online services? System-wide resources and support No Need Greatest Need Greatest Need Mentions 8 2 2 2 2 2 Public Radio Exchange (PRX)

63. Contact: Jake Shapiro Executive Director, PRX [email_address] 617.576.5455