2. Community Engagement
means working
collaboratively to
discover, understand
and address community
needs and aspirations.
…this can apply online too.

3. Taking
Engagement
Online

4. Station Aspiration:
Address Atlanta’s
high school
dropout rate

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

7. Sta.on
Aspira.on:
Convene
a
conversa.on
about
dropout
on
social
media.

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. Engagement
KPCC Southern California Public Radio

14. 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

15. Who are we
engaging?

23. 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

24. 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.

25. 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

26. What does success
look like?
• Bigger (local, loyal) audience
• More diverse audience
• More engaged audience... on all platforms

27. The importance of
social media
• Increase referrals ››› Bigger audience
• Build up flagship accounts ››› Loyalty
★ Likes and followers matter!
• Digital engagement should match broadcast
engagement

28. 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 )

29. Build up your
accounts
• Content is king
• ...but a good promotion can help, too!

31. What type of content?
• Build out stories
• Video, multimedia, graphics
• Select the right stories

33. The goal:
Content that is
important AND
interesting...
to YOUR audience

41. Partnerships are
key

44. 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

45. One final example...

48. Thank you!
Alex Schaffert
Director of Digital Media at KPCC
aschaffert@kpcc.org
@virtualex

50. Online Engagement at
OPB
Lynne Pollard
lpollard@opb.org

51. OPB Mission
Giving voice to the community, connecting Oregon and
its neighbors, illuminating a wider world.

52. Strategic Goals
— Become a content-focused organization
— Serve the audience wherever they are

54. 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

55. @OPB
@April Baer @OFGProducerEd
431 like this
@OPB Morning @OPB-C_Oregon
@Think Out Loud
@OPB News

56. IBM Project
— Goals and objectives
— Organization and workflow
— Governance
— Metrics

57. Objectives
— Reach new audiences for our content
— Move the audience across platforms
— Engage the community
— Build loyalty

58. SLG Committee
OPB
News Arts
Environment
TOL OAB Opbmusic OFG Earthfix
KMHD Ecotrope

60. 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.

72. Metrics
— Fans and Followers
— Referrals
— Engagement
— Likes
— Shares
— Comments

73. Referrals: 635
Engagement:
101 comments
36 likes
3 shares

75. Questions?