station opportunities in social mediaRadio Off

This presentation was developed by Jake Shapiro, Executive Director, and John Barth, Managing Director,of PRX: The Public Radio Exchange for the Station Resource Groups 2006 Annual Planning Retreat. PRX: Public Radio Exchange12 Arrow Street, Cambridge, MA 02138617.576.5455www.prx.orgjake@prx.org and john@prx.org

Copyright 2006 Station Resource Group

Source: Edison Media Research 2005

Source: Edison Media Research 2005

BroadcastingAM FMMore PushStreaming Satellite HDPullArchives DownloadsPodcasts SearchAuthenticate & RecommendConnect & Convene Create & Present

some themessocial media - a third zone emergesaudience expectationsrelevanceauthenticity - authority - trust

social mediatools: blogs, podcasts, wikis, tagsservices: flickr, de.licio.us, digg, myspacearchitecture: participation and conversationsyndication: content and service

growth of social mediaSource: Gather.com presentation IMA 2006

growth of social mediaSource: Feedburner

growth of social mediaSource: Technorati

growth of social mediaSource: Technorati

growth of social mediaSource: Technorati

a larger rolestrategic position: trusted and sophisticated producers, selectors, and context setters for content of high quality and depthbuild out capacities as authenticators and recommenders in an interactive communityleverage trust and reach to convene on the civic and cultural issues and interests of our time

challengesboundariescultureresourcestoolsmetricsrisks

to doconnect conversations in your communitycurate local contentbloglink link linkexperiment

strategic choicelong-term position as public media institutionspreserving and growing the substantial investments that dont come from listener support and underwritingdistinctive identity and close connection to community will eventually pay off in public support

station opportunities in social mediaRadio Off

Lets go after the nonradio listening shareGen x/y & millenials may be more loyal online than on-air30M weekly cume for internet radio - Arbitron27 have tried podcasting (12 and over) - Arbitron

moving towards PULL and CONNECT and CONVENEsocial media: no longer dichotomy between commercial/public; new label, phenomenonuser-generated content (UGC); citizen media; expectations: my time, time-shift, on-demand, portability, participationrelevance: hyperlinks as currency; search results; evolution; value of blogs & permalinks; ntwrk convoauthenticity: new kind of trust; core values - fringe values; ours vs theirs

What is social media? It is the convergence of traditional media and blogs, forums, podcasts, chat rooms, wikis and websites. The reader is now as powerful as the publisher, and businesses are learning how to control share of voice in a rapidly evolving media landscape. We must understand the changing face of social media in order to be able to manipulate it in an ethical manner. Only by adapting traditional marketing and public relations techniques can organisations participate in social media conversations.myspace now has 100M usersYouTube serves 100M videos PER DAY39% of internet users read blogs (57M American adults) 8% have a blog (12M) 54% bloggers are under 30As of July 2006, about 175,000 new weblogs were created each day, which means that on average, there are more than 2 blogs created each second of each day.1.6 Million postings per day, or about 18.6 posts per second. This is about double the volume of about a year ago. spike with bush nominating alito, london bombings, national spelling bee.there are local spikes tooIn June, Chinese caught up somewhat, with 39% of all postings tracked by Technorati in English, 31% in Japanese, and 12% in Chinese.From SRGs overviewPublic Action, forthcoming from PIconnect: be a node of conversation: clue train manifest. networked customers are smarter than companies.curate: there is wealth of local info/feeds/content emergingblog: build it into your process, builds confidence, experiencelink: currency of the web. builds relevance. gesture, generosityexperiment: comparitively low-risk space to try things out. try and trackFrom SRGs overview