dmr Finds Radio Leveraging Social Media To Engage Listeners And Drive Ratings
1,000% Bump In Facebook Feedback At A Top-10 Market Station; Weekly TSL Up More Than 40%
April 15, 2011 at 4:18 AM (PT)
dmr is working with broadcasters across NORTH AMERICA to harness the power of social media as an integral part of their marketing strategy. These efforts are not merely designed to monetize digital properties, but more significantly for the financial bottom line, these strategies drive traditional ratings growth.
"While digital revenue is growing, traditional ratings are still where stations are making most of their money," said Pres. TRIPP ELDREDGE. "By engaging listeners through a multi-channel interactive marketing campaign that includes social media, stations are driving ratings while creating a unique digital experience that listeners spread virally."
dmr found that during the first quarter this year, a HOT AC station in a top-10 market working with dmr generated significant ratings and social media growth as part of their comprehensive strategic marketing campaign. The results included:
* 61% increase in the target AQH, resulting in a top-5 ranking
* Feedback on FACEBOOK increased by more than 1,000% with nearly 20,000 Likes and comments
* 40% growth in weekly TSL
* Views of FACEBOOK posts on station wall increased 121% to 2.8 million
* 52% increase in average overall share, amongst persons 25-54.
Other highlights of the dmr 360 Listener Engagement Strategy included adding 7,250 listeners to the station database with almost 1,000 coming from the FACEBOOK tab along with the average share in Morning Drive increasing 44%.
Elements of a social media marketing strategy include a FACEBOOK registration form, customized Tweets, a FACEBOOK Like and Win Tab, as well as a promotion that creates listener-to-listener interaction across FACEBOOK, TWITTER, blogs and other digital platforms. Visit www.facebook.com/dmrinteractive to experience Like and Win.
According to Manager/Digital Marketing ED SCHINDLER, "When we begin our work together, many stations are using social media as another broadcast channel, rather than engaging listeners and empowering them to connect with others. We’re able to provide a framework that is listener focused and connects with the audience."