Holy Crap! A Social Media Moment!
August 7, 2012
If you can, spend a fast 13 minutes and watch this video – but watch it through the eyes of the fans. This is what it means to focus on impact by giving fans a real "Return On Involvement.
Return On Involvement is something we started talking about here on Merge last week. While I could write more about it, why not just show examples (like that Google Plus Hang-out above with select fans of My Fox LA.)
The fans could not believe they were given the opportunity to "hang" with former heavyweight champion of the world, Mike Tyson, on Google Plus. (And if you watched the video, notice how the host keeps out of the way of the fan experience. She does a great job making this about them.)
This is something Fox L.A. does daily and it's something radio could do, too!
Google Plus "Hang Outs" is a great platform to use when artists come through the door. When the interview ends on the air, walk the celebrity to a "backstage" type area where one of your jocks can hold the Google Plus chat with a select group of fans.
In fact, if you've segmented your database, you might be able to pick hardcore fans of the artist or group. This is a unique and cool way to give your true fans one of those behind-the-scenes moments.
Radio has the most active and loyal listeners, but sometimes we underestimate the impact we can have on their lives if we're not taking the time to include them in special events or even in the everyday moments that happen at the station.
There are radio stations and talent that have a handle on creating social media and digital movements, so this week and next, Merge is devoted to some of the best examples out there, where stations are combining acknowledgment and great experiences, with some of the best platforms, like Instagram and mobile apps.
There are lots of ways to build a great social media brand, and I'll show you who's on the right track.
Let's start with Scott Lindy - Operations Manager/PD of Lincoln Financial's Star 94 in Atlanta. Lindy is one of the best at strengthening fan relationships, and in the process, offering real "ROI" – Return On Involvement.
His latest strategic fan tactic is the "Open Mic" feature on the Star 94 station app.
Lindy says, "This feature puts listeners on the air right from their smartphones. They're already goofing off with, uh...I mean getting work done with their smartphones so why not let them get their voice on Star 94 by using the same device?
We're currently using this cool app feature to have fans intro songs but wait until we do the 'Ten Second Talent Show' as well as posting station promo scripts online so our listeners can do the VO on promos and sweepers! And we've got a few more cool ideas up our sleeve for this feature."
The more authentic experiences you allow your fans to have with your station, the bigger deposits they make in your brand's loyalty bank.
Digital and social channels offer the ability to reach your fans no matter where they are. And when you connect with fans through acknowledgement, they share that experience with their friends. You make them look like a "rock star" in front of their social circles.
Maria Moore with Radio One's Hot 107.9/Atlanta (another Atlanta example – perhaps it's something in the water) has the acknowledgement piece down. You can find her interplay with her fans on multiple channels – including Facebook.
Maria is remarkable at validating her fans' interest in her (and the station) by making every person feel like they count (because they do!)
Many times in radio – we often think the only people that matter are the diary holders or PPM panelists because that's how we typically gauge success.
But in the digital/social space – that's just not the case. Every person counts.
Next week, I'll give you even more examples of radio talent in the social and digital space that use pictures to tell their stories, tweets to galvanize the station/fan relationship and how these talents do what I call "pinball," moving the fans from the social assets (the space you rent) to the digital/FM/AM stick assets, (the space you own) in a very organic way.
Full disclosure: Jacobs Media's mobile application development company, JacAPPS, created the Star 94 mobile app.
Reach out to me anytime on Twitter @lorilewis.
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