5.
Start a
# of students who 15 mentees, 10
conversation signed up on the mentors
with high site
school
students # of daily followers 10 daily
#teamfollowback
followers
6. Lessons
learned:
• Need
to
meet
youth
where
they
are
at
on
social
media
• Need
to
facilitate
conversa6on
with
content
that
appeals
to
youth
• Need
to
meet
in
person
as
well
as
interact
online
• Prizes
(incen6ves)
help
8.
No.
of
Integrate
contributors
to
10
over
the
#MPTgraduate
air
with
#
of
retweets
7
online
#
of
replies
to
@MPTgraduate
3
9. Lessons
learned:
“You have to understand the likely
audience for the subject and consider
how they get their information…” – Faith
Wachter, MPT
• Need to use appropiate social media
• Need to correlate the content with the
appropiate social media
• Need to start a conversation BEFORE the
event and sustain it AFTER
10. Station Aspiration:
Be the essential
cultural connector
between St. Louis
and independent
music over the air
and online.
11. # of comments
Increase on article
162
traffic to
Time spent on
KDHX.org contest winner
About 5 minutes
page
Bounce/% exit 51%/26%
12. Lessons
Learned:
“The value of a station’s website is that there is a lot
more we offer as an organization. If we can get you to
come to the website and spend time there you’ll see
that we feature radio, local music, local arts and
events, connect you to St. Louis – and that can’t be
communicated in a Facebook post.” – Steve Ley,
KDHX
• Content online matters.
• Providing a space for people to
communicate creatively matters.
• Put in a UTM code!
13. Thank you!
Ann Alquist
Director of Radio Engagement
ann.alquist@mediaengage.org
www.mediaengage.org
Metrics are helpful./Authenticity rules./
Effective we hope.
15. KPCC s mission
“SCPR aspires to be the region’s primary
source for news and information that is
critical to a well-functioning multi-ethnic
democracy, and we aspire to be the place
where Southland’s diverse individuals and
communities convene to discuss and debate
the most important issues of the day. And it
envisions SCPR’s full command of
broadcast, digital, social media, and live
event platforms.”
--Bill Davis, CEO
24. Our future
audience
• Diverse
• Influential and expanding Latino and Asian
American audiences
• Increasingly English dominant
• Audiences who want content that is both
important AND interesting
25. One-Nation Media
Project
Develop and launch a public media news and
information service that improves public
broadcasting’s ser vice to multi-ethnic
communities in Southern California, generally,
and to English-speaking Latinos in Los Angeles,
specifically.
26. We will...
• Expand our daily 1-hour magazine show
with Madeleine Brand into a 2-hour show
• Hire a Latino co-host
• Hire digital reporters and strengthen
reporting in key topic areas, incl.
Immigration and Education
• Engage on all platforms
27. What does success
look like?
• Bigger (local, loyal) audience
• More diverse audience
• More engaged audience... on all platforms
28. The importance of
social media
• Increase referrals ››› Bigger audience
• Build up flagship accounts ››› Loyalty
★ Likes and followers matter!
• Digital engagement should match broadcast
engagement
29. How do you
increase referrals?
• Plan social media - use a budget
• Use the right tools, post more often
• Promote it on the air (speak radio )
30. Build up your
accounts
• Content is king
• ...but a good promotion can help, too!
31.
32. What type of content?
• Build out stories
• Video, multimedia, graphics
• Select the right stories
33.
34. The goal:
Content that is
important AND
interesting...
to YOUR audience
45. How do you increase
engagement?
• Create a process that bridges radio and
web
• Do more than post links
• Engage not just around stories, but also
events
• Get the staff engaged
55. How does social media fit?
— Set of communication tools that allows us to extend
the reach and impact of our content
— Enewsletters
— Blogs
— Commenting
— PIN
— Facebook
— Twitter
— Reddit etc
56. @OPB
@April Baer @OFGProducerEd
431 like this
@OPB Morning @OPB-C_Oregon
@Think Out Loud
@OPB News
57. IBM Project
— Goals and objectives
— Organization and workflow
— Governance
— Metrics
58. Objectives
— Reach new audiences for our content
— Move the audience across platforms
— Engage the community
— Build loyalty
59. SLG Committee
OPB
News Arts
Environment
TOL OAB Opbmusic OFG Earthfix
KMHD Ecotrope
60.
61. Guiding Principles
— OPB is a journalistic organization.
— All posts should reflect the content and tone of OPB’s
broadcast programming and online content and should
manifest a sense of editorial curation consistent with
those resources.
— All OPB policies apply.
— Wherever possible, @OPB tweets and Facebook posts
should highlight resources available to the audience
through OPB.
— OPB first.