Conclave's Day 1 Offers Considerable Insight
July 17, 2013 at 2:38 PM (PT)
CONCLAVE 38 in MINNEAPOLIS got started TODAY (7/17) with a very nice video by WPLJ/NEW YORK morning co-hot SCOTT SHANNON introducing new CONCLAVE Director BOB SHANNON. SHANNON spoke of how scary the future is, but how exciting it is and promised a terrific three days of learning. Attendees were encouraged to tweet to #clave.
JACOBS MEDIA SUMMER SCHOOL kicked things off with an intro by JACOBS Pres. MIKE JACOBS. He segued into JACAPPS Pres. PAUL JACOBS with his MOBILE 2.0 presentation.
Personalities are the future -- and they are the future of everything. We gravitate to other people and that's why personalities matter. We need to find and nurture real talent.
JACOBS talked about the impact of mobile on all of lives and spoke to the importance of apps to radio. And he stressed the importance of the most successful apps being simple, "which fills one need as it is easy to navigate, as simple as possible. The iPHONE is simple ... it has one button. And the app should be buzzworthy."
1. Who is the target user?
2. What is the location or situation users will most often be in when using the app?
3. What is the ONE most important function?
4. Are you in permanent beta?
5. Do you need more than one app?
JACOBS said, "Morning show alarm clocks are coming into favor, and so are apps for annual station concerts. And WTOP/WASHINGTON has an amazing app -- they do the news, traffic and weather together as the focus and it's blowing up. And we have great respect for the app we created for KSWD (THE SOUND)/LOS ANGELES ... it passes the two guys in a bar test -- 'have you seen this app?'"
From here, SUMMER SCHOOL segued into "ONE TO ONE TALENT" with ROCKWELL AWARD co-honoree, ALBRIGHT & O'MALLEY partner JAYE ALBRIGHT, being interviewed by FRED JACOBS.
JAYE spoke of her career in radio and consulting and on the radio. JAYE talked of how it's best to have clients tell them what's needed and then trying to solve the problems instead of the other way around around. We look at ourselves as partners not consultants to radio. We do a lot more coaching and critiquing than ever with our stations.
"Country stars are innately humble in nature, and most realize it's more important to have 1,000 fans who know you and love you versus a million fans who don't know who you are."
She continued, "Radio is magic. Go to a remote. Spend time in a control and watch it happen. The listeners love it. TV has many more problems than radio and we need to be aware of our strengths. Streaming is coming fast, but the reach is still there with radio over streaming, and we just need to tell our story."
"FRED asked 'If you could be the president of radio what would you change?'" JAYE said. "YOUTUBE is teaching folks that a video can be dismissed in the first five seconds so we need to be sure that what we play takes that into account. You should check out WBEB/PHILADELPHIA owner JERRY LEE, and he runs all of his commercials through RightToEngage.com and you can learn about the effects of a commercial.
"Personalities are the future -- and they are the future of everything. We gravitate to other people and that's why personalities matter. We need to find and nurture real talent."
FRED asked JAYE about her personal "format change" from a transition as a man to woman. "The truth is I am 70 and was ashamed of who I was and I lived with that for years. I finally got to where I needed to be who I was and was fortunate that I had great reinforcement, but was really ready to give up my entire career if that was needed.
"EDIE HILLIARD, who was my boss at the time at BROADCAST PROGRAMMING, was great about it and suggested we send out a FED EX letter to clients and all of them were amazingly supportive."
Next up is JACOBS MEDIA Dir./Social And Digital Strategies LORI LEWIS with her "SIMPLY SOCIAL" presentation with the focus on building a believable social brand. "The mothership is first and social media is not a silver bullet. It takes traditional programming and marketing tactics to build the brand -- and then you work on building a believable social brand.
"We rent ... no, we are the squatters on FACEBOOK and TWITTER and are there to strengthen our brand with social media. I have empathy for any PD today -- it's getting cluttered out there. TUMBLR, SNAPCHAT, VINE, INSTAGRAM -- a lot of choices.
"You have to know who you are as a station. What can you do to matter to your listeners. Social media is personal and you have to weave the essence of your brand into their lives.
"There is no guide to what's a good post or bad post. Only fans can tell you what they like -- and see what posts are most talked about with FACEBOOK and TWITTER analytics. Then emulate their dialogue. And embrace visuals -- it's more effective than text postings."
LORI used a visual of a pinball machine and explained, "Learn to pinball listeners from your station to your apps back to the station -- never send them to anyone else's brand. "Don't build on someone else's brand authority -- build on yours. And monitor online chatter -- I recommend you use TOPSY -- it will help you stay on top of any comment about your station so that you can interact. And every person counts.
"And, you need to show up and I think you should be real -- be flawed and awesome, or 'flawsome' with your audience -- it helps you claim and strengthen your social identity and brand authority."
"We need to be memorable and we need to think in real time -- when things happen we have to make a commitment to master social media, and relate to what's happening at that time in your audience's lives -- we need to earn that place with our audience."
'Building A Morning Show Is Like Building A House'
JACOBS MEDIA's newest consultant MIKE STERN next presented "BUILDING FROM THE OUTSIDE IN." STERN spoke to the need to look at "Building A Morning Show Is Like Building A House."
"Find the neighborhood you want to be in, and map the market to see who the competition, who your neighbors are, and profile their morning show and what they talk about -- what are they known for and who are their listeners.
"Have a meeting of the minds about who your ideal listener is -- and get everyone in the station to form this profile. What do they do in off time? What are their favorite beverages? Cheap beer? Craft beer? Whiskey? What are their hobbies, jobs, where do they go on vacation?
"Every great show has diverse characters and so should yours -- they bring different lifestyles and perspectives. Characters and plots are very important. And then it's decoration time -- deciding on content. Need to talk about what's on the listener's mind and know what to avoid, too."
"Define what's important -- Primary, Secondary, Tertiary and Off Limits. You can review each day and see if the content fits the roadmap."
Target Social Media
"TARGET SOCIAL MEDIA" with a "A Bullseye View -- TARGET's Approach To Engaging Content with TARGET's JOE CURRY explains what happens in the back room at TARGET to connect the chain with its customers to grow relationships.
JOE talked about "Online story telling ... and they did that through bullseyeview.com covering what TARGET sells, what it does, with a new story that customers can plug into. Not just sales but since they sell food, recipes too. The also cover brand evolution of the TARGET brand."
Dave Hamilton Talks Past And Future
The next session was "INSIDE THE MIND OF DAVE HAMILTON," which featured FRED JACOBS interviewing former legendary KQRS/MINNEAPOLIS PD DAVE HAMILTON, who recounted stories of his days programming the legendary Rock station. He spoke about fun and not-so-fun times with morning icon TOM BARNARD, and his fanatical music scheduling policies. "I believe that with PPM it's important to program in the moment, and more people should be doing that, too."
JACOBS asked him about the future of radio. "The ability to manage both up and down will keep you successful as a PD. When I began with KQRS, we had unit maxes when we started out and continued that way for years. But now I hear nothing but commercials and too many of them in the majors. So for me, the smaller markets sound so much better. Top-down ownership prevents us from being as nimble as we should be."
"RADIO & THE CONNECTED CAR" -- hosted by FRED and PAUL JACOBS -- explored where the connected dash is going and what it means to radio. FRED noted, "GEN Y are the most to integrate their smartphones into the car." PAUL noted that this is very attainable for even those with lower end cars, and the connected dash board is a real attraction for the youth."
"The most important features in a car for buyers are still that it has an AM/FM radio," said FRED, who alluded to last year's gaffe and falsehood at the "Convergence" event that car makers were taking AM/FM out of cars. "Bluetooth is also important, and young and older buyers are looking to equip their cars with the same features they have at home in these new infotainment systems."
PAUL said, "We've done some in-dealer interviews about car buyers, and sales personnel as to how informed they are about this important area. There are some scary things coming up -- like shifting advertising to metrics-oriented mediums -- away from traditional media. 'Radio needs to stop coming in with their agenda, and listen to ours' is the big takeaway."
There were several videos from the automakers themselves, with the most interesting being TOYOTA, FORD, CHRYSLER, and CADILLAC in particular that reinforced the importance of AM/FM in the connected dashbaord, but showed off the visual bells and whistles and meta data that comes on-screen when AM/FM stations play.
Things To Know And Habits To Have
JOURNAL VP/Programming BEVERLEE BRANIGAN stepped up to talk about the "10 THINGS I KNOW FOR SURE" -- and she said that most execs and people only know 20% of what they are talking about, so don't worry if you fall into that category. Here are BEVERLEE's 10 Things:
1. Keep your head down. Work your plan.
2. Have a plan.
3. There are two kinds of people. Which are you? (Those who lift others up and those who knock others down.) 4. 4. Nothing happens in a vacuum.
5. Teach yourself something.
6. Never change formats on a full moon. (Listener complaints spiked during one for, at flip during her career.)
7. For best results solve my problem. (Show an employer what job needs to be done.)
8. Keep a squirt gun in your drawer (Life is too short not to have some fun.)
9. It takes awhile to get good at something.
10. Today be excellent.
And finally, 16 HABITS OF HIGHLY EFFECTIVE PROGRAMMERS was FRED JACOBS; take on what radio programmers should consider to be successful:
1. Get proficient at music scheduling (then stop obsessing about it)
2. Learn how to manage up ... and manage down
3. Learn how to write well (or find people who can)
4. Stay current (even if it means watching bad TV or movies)
6. Don't polish the furniture (innovate)
7. Go to one convention a year (that isn't a radio convention)
8. Don't hire specialists (in the "new normal" you need multi-taskers)
9. Accept the fact you're in sales (and champion your brand)
10. Figure out why listeners are "hiring" your brand (What are your "jobs to do?")
11. Understand the art of connection (and how you can best use the social tools)
12. Be a great listener (and learn something new every day)
13. Realize you can't do everything (and delegate the rest)
14. Be quick ... but don't hurry.
15. Strive to be remarkable (so people will remark about you)
16. At the end of the day, it's all about your brand Accept that you are fighting two wars (and think more about the second one, not just the station across the street, but look at the global competition)
BONUS: Recharge your batteries (take vacations & go somewhere cool)