CPR Promotional Check-Up - Apr 8, 2014
April 8, 2014
Interviews With Celebs Pimping Projects
They ALL sound the same. Every single one. I remember working in SFO and Bruce Willis was in for something or other, and the morning show took him down to the coffee kiosk around the corner with a marti and the barista dude and the dozen or so early morning coffee people in line, did the interview.
Bruce was having the TIME OF HIS LIFE. The publicist hated it because it strayed away from whatever film he was pimping, but who cares? They mentioned the film a dozen times and it was fun, it shut down the street, Bruce became an instant fan of Wild and it sounded great. "Sounded great" is the ultimate litmus test. Why do I want to hear Ryan Reynolds reply to the same questions that I can hear him reply to on 19,000 websites.
Maybe 30 or 40 radio stations interviewed Obama. And most played it straight and it sucked and no one cared. KOB-FM in Albuquerque had fun, the Pres had fun and it was the largest orgy of press I've ever seen a radio station get. Ever. (For not having an incident with water)
So last year the PD in London decides to send a novice DJ to interview Mila Kunis. And it's all over the web. My favorite part is where she mocks her publicist by giving the standard answers. http://www.cnn.com/video/?hpt=hp_c2#/video/bestoftv/2013/03/07/exp-point-stark-kunis-interview.cnn
Some more insight from Lori Lewis which I think reflects well on the stations that have great participation and shares with the audience, and also demonstrates that if you post "Does Justin Bieber need a new belt?" and no one comments in 8 minutes, it's done. And if you do that over and over and over and over, the only people who are going to see these things are the people who went to your page of their own volition:
The three things that determine whether your station's Facebook posts are seen. While Facebook is changing up how it appears, the Edge Rank algorithm that filters what rises to the top of a user's News Feed will remain the same. How to affect the algorithm has become a science on par with gaming Arbitron's PPM system. Jacobs Media digital & social media strategist Lori Lewis says three rules dictate what station posts surface in a fan's News Feed: affinity, weight and time decay. Affinity happens when fans post on the station's Facebook wall or share or comment on a station post. Station posts that listeners don't interact with trigger the algorithm to weigh them down in a fan's News Feed. Or worse, prompt fans to "unlike" the station. WRIF uses a "less is more" strategy. "We're careful not to abuse our Facebook audience with too many posts clogging up their News Feed," assistant PD/MD Andy Green says. Shares and Comments carry more weight than simple Likes. "Facebook is looking for direct and authentic dialogue with consumers," Lewis says. But the meter's always running in social media. "The longer a post has been up, the less likely it's going to be seen," Lewis says. Just as the type of content that works on Facebook varies from station-to-station, so do the best times of day to post. In both cases, studying Facebook analytics can help crack the code, programmers say.
Since a paltry number of people play our contests, one way to suck people in is through winner promos. "The only reason to give away money? To make promos" - Jerry Clifton.
So, G-105 in Raleigh was in the middle of a massively successful ratings contest called "Match Game". They had a Las Vegas trip winner at 6:27 pm. Promo was done and on the air in 20 minutes. Of course, their numbers suck so what do they know?