Social Media Policy ProposalTuesday, 4th June 2013

Tuesday, 4 June 13

BackgroundSocial media has become ever more important in radio, especially online

Listener Location

Demographics

Value Added

Radio Dacorum uses Twitter and Facebook. But with mixed results

It’s time to create a policy that aims to:

Retain/Build

Enhance

Promote

Social Media Forum Group met to develop ideas and discuss existing issues

Tuesday, 4 June 13

Disclaimer: this is a forward looking policy, not a criticism of the past.

Tuesday, 4 June 13

Design of Pages- FacebookProfile Picture:

Radio Dacorum Logo.

Slight variation, rarely.

Cover Photo:

Used to promote competitions

Themed for some events

Promote local events

Promote extra-special shows

Weekly to Bi-Weekly changes

Tuesday, 4 June 13

Design of Pages- TwitterProfile Picture:

Logo (same as Facebook)

Unchanging

Cover Photo:

Brand building photo

Seasonal photo

Background neutral simple

Tuesday, 4 June 13

ReasoningBRAND

SMALL SIZE OF PROFILE PICTURES

CONSISTENCY

RECOGNITION

LESS STORIES ON NEWS FEEDMOBILE DEVICES

FACEBOOK COVER PHOTOS CAN CONTAIN MORE INFO

TWITTER PROFILE PAGES RARELY VISITED

WE ARE OBVIOUS IN THE STREAM/NEWS FEED

Tuesday, 4 June 13

Point 1: Profile DesignPass or Reject?

Tuesday, 4 June 13

On Air Posts - FacebookFacebook wall posts during a show limited to 2-3 per 2 hour slot

No wall posts by show within the final 30 minutes of a show

Discussion carried out in the comment section of a wall post

Reply to comments

Facebook posts good quality, with decent content (questions, photos, FB polls (for request) etc.) Longer than 140 characters

Posts are more what’s coming up not what just happened

Avoid isolating non-listener

Tuesday, 4 June 13

On Air Posts - TwitterPost regularly, almost no limits

RT relevant listener posts

Content- questions, discussions, pictures, news stories + other show enhancements

Reply if necessary to mentions

Much shorter posts than Facebook but can be similar in content to the Facebook posts

Tuesday, 4 June 13

ReasoningFacebook posts lose visibility if too frequent (anti spam).

Ensures higher quality posts and interactions which increases reach

Doesn’t annoy non-listeners

Facebook is not built for conversations

Twitter is good for conversations and real time

Talking about the past serves no purpose, talk about upcoming features can bring in listeners not tuned in but on Social Media

Sometimes it is impossible for someone on social media to tune in

Tuesday, 4 June 13

Implementation IdeasTo keep Facebook in context start with something like “On the Sunday Service we’re wondering: what is your favourite weekend beverage? Let us know and join the discussion by tuning in”

Photos are good discussion starters and are more visible

For requests, I would rather or face offs use Facebook Questions (leave answers open)- you can always look at the results over the day in the next show

Plan Social Media posting rough ideas when scheduling show

Tuesday, 4 June 13

As a result:In the 15 minutes before your show you can now plug that your show is coming up by using Hootsuite on the Edit PC without visibility being affected or Show flow being harmed. Drawing in new listeners (hopefully)

Competitions, promos, events, special shows, recorded content can be plugged at designated peak promo slots which do not harm shows (planned in advance and requests for promotion go through station management). (Hootsuite Scheduling tool can be used).

Tuesday, 4 June 13

Point 2: On Air PostsPass or Reject?

Tuesday, 4 June 13

If Point 2 passes...

Tuesday, 4 June 13

Promo SlotsWith more “wall space” free we can now have designated promotional post time

Can be used for: Competitions, OBs, Local Events, sharing of partners (e.g. CAD) posts, video content, audio content, posters, show promos

Promos are to be agreed upon and then put into the Hootsuite autoscheduler

Show promos- rotational (everyone gets a go once)

Peak times: Mid-morning (post rush, snack time), lunchtime, post work/school

Promos happen in the end period/in between shows

Tuesday, 4 June 13

Point 3: Promo SlotsPass or Reject?

Tuesday, 4 June 13

Other networks

CONSIDER THE FUTURE OF SOCIAL MEDIA.

Tuesday, 4 June 13

Fresh Dacorum

Segmented Branding Trial

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Premise

• Listeners of Radio Dacorum tend to tune into one show only and not into any others

• Some shows attract similar demographics, such as the youth (under 25s) demographic

• Summer holidays means we can attract younger listeners

Hemel Hospital

Girls

Tuesday, 4 June 13

Fresh Dacorum Posters

Fresh Dacorum Jingle Set

Fresh Dacorum Show Promos

Fresh Dacorum on New Social Networks e.g. Vine

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If this works segmented station image and branding could be implemented across other “genres”

Tuesday, 4 June 13

Radio Dacorum BitesTasty Talk, Cheesy Chat, Fresh Features

Tuesday, 4 June 13

The PremiseLoads of great things happen on Radio Dacorum

But the audience is limited to the live listeners

Good moments can bring new listeners in

Cross-show promotion is rare

We don’t have a lot of short, sharable content

Tuesday, 4 June 13

The ProposalIf something particularly interesting happens on show put it in the Bite Book

Aim for your bite to be 1-3 minutes long. Get your bite edited with a short jingle at the end saying “for more than just a bite tune in to ____ on ___ at __”

Bites are put into Myriad for playout during automated hours

Bites uploaded to MixCloud/audioBoo for sharing

People vote for bites of the month

Presenters share a Bite they may like on their show. One show could have Bites of the week

Tuesday, 4 June 13