twitter's impact on radio (us)

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Brandwatch Report/

we’re listening!

Discover the challenges, trends and opportunities facing the world’s leading radio stations in the wake of the social media revolution

Listening to the impact of Twitter upon the radio sector.

Dual Senses/ 2013

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Contents

Brandwatch Report

“ There’s no such thing as radio per se anymore – or television or

advertising agencies – it all falls under the same banner called “media”

which includes social media as part of its tapestry. And if you’re a

broadcaster reaching zillions of ears, your job is to give those ears

something to do and someplace to go whether or not it’s to a website

devoted to your radio station. The opportunity for radio brands to harness

the power of social media is now. ”

Mark Ramsey, Veteran Media Strategist, Researcher And Trend Maker

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Dual Senses/ 2013Why read this...

3 Introduction

4 Key Findings

5 Comparison

7 The Sample

8 Audience Behavior

12 Audience Top Topics

14 Broadcaster Behavior

20 Content

25 Tweet Timing



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;OL�ÄYZ[�KVJ\TLU[LK�YHKPV�[YHUZTPZZPVU�^HZ�ZLU[�PU�� "�P[�has earned its legacy. From delivering wartime news in the ‘40s to pirate radio distribution in the ‘60s, there are now nearly 14,000 radio channels in the UK and US alone.

The proliferation of digital technology and social media placed pressure upon radio broadcasters to adapt to a litany of rapid changes in listener behavior.

Here at Brandwatch, we’re fascinated about the ways in which social media can be harnessed to connect brands with customers and audiences, but also the rich wealth of insights that analyzing social media can provide organizations with.

This report reveals insights surrounding 20 of the top US radio stations, identifying trends, spotting challenges and evaluating which stations are best at capitalizing upon the opportunities that Twitter presents.

To gather these insights, Brandwatch carefully selected a sample of 20 radio stations that best represent the market, ZLSLJ[PUN�JOHUULSZ�MYVT�LHJO�NLUYL��;OL�ÄUKPUNZ�WYLZLU[�valuable information into how audiences are interacting with radio stations on Twitter and, in turn, how radio stations can optimize the potential of the platform.

If you’d like to discover how analysis of social media can ILULÄ[�`V\Y�I\ZPULZZ��VY�KPZJ\ZZ�[OL�JV\U[SLZZ�^H`Z�[OH[�using social media monitoring and analytics can add value to your bottom line, then either check out our library, gaze at our gallery, or get in touch with us for a live demo of our platform.

Take Brandwatch for a spin

Read one of our free reports

It’s 2013: How are radio stations using Twitter to engage with their listeners?

Introduction/Dual Senses/ 2013


http://www.brandwatch.com/buzz/blog/

http://www.brandwatch.com/buzz/labs/

http://www.brandwatch.com/demo/

http://www.brandwatch.com/demo/

http://www.brandwatch.com/reports/


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�� On average, only 0.06% of radio listeners tweet about a radio station in the US.

�� This is 10 times less frequently than listeners in the UK.

�� Radio isn’t always capitalizing upon key audience conversation times.

�� 9HKPV�Z[H[PVUZ�HYL�UV[�PU[LYHJ[PUN�^P[O�[OLPY�SPZ[LULYZ"�PUZ[LHK��VM�[OLPY�PU[LYHJ[PVUZ�HYL�^P[O�JLSLIYP[PLZ�HUK�brands.

�� Tweets that mention brands receive less interaction from fans.

�� Tweets with hashtags receive 43% less interaction than those without.

�� There are lots of opportunities for radio broadcasters to LUOHUJL�[OL�X\HSP[`�HUK�YLHJO�VM�[OLPY�VUSPUL�WYVÄSL�

�� Tweets featuring celebrities, links and pictures were more popular than those without.

�� VM�[OVZL�^OV�TLU[PVU�IYVHKJHZ[LYZ�VU�;̂ P[[LY�^LYL�loyal to one radio station.

�� (STVZ[��VM�YHKPV�[^LL[LYZ�KPK�ZV�VU�H�YLN\SHY�IHZPZ��H[�SLHZ[�Ä]L�[PTLZ��

�� -VSSV^LYZ�HYL��TVYL�SPRLS`�[V�LUNHNL�^P[O�H�+1»Z�;̂ P[[LY�account than a radio station’s Twitter account.

�� Uncovering insights about audience preferences can give TLKPH�IYHUKZ�[OL�WV^LY�[V�TVYL�LќLJ[P]LS`�[HPSVY�[OLPY�content and strategy to fans.

Analysis of discussion about US radio stations revealed a number of compelling insights.

Key Findings/Dual Senses/ 2013



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Dual Senses/ 2013US UK

��VM�SPZ[LULYZ�^OV�TLU[PVULK�IYVHKJHZ[LYZ�^LYL�SV`HS�[V�VUL�radio station.

��VM�[OVZL�^OV�TLU[PVULK�IYVHKJHZ[LYZ�VU�;̂ P[[LY�^LYL�loyal to one radio station.

0.06% of radio stations’ listeners mentioned them on Twitter. On average, 0.4% of radio listeners mention radio stations on Twitter.

41% of radio @interactions are with celebrities, 32% with brands and 10% with followers. � ��VM�YHKPV�'PU[LYHJ[PVUZ�HYL�^P[O�JLSLIYP[PLZ��

Tweets receive ten times more interaction when a celebrity is mentioned and 33% less interaction when a brand is mentioned.

Tweets receive three times more interaction when a celebrity is mentioned.

Pictures and links encourage almost 70% more interaction, though tweets with hashtags received 43% less retweets.

Tweets with hashtags, pictures and links were more popular than those without.

-VSSV^LYZ�HYL��TVYL�SPRLS`�[V�LUNHNL�^P[O�H�+1»Z�;̂ P[[LY�account than a radio station’s Twitter account. However, radio stations receive a greater amount of positive sentiment.

-VSSV^LYZ�HYL��TVYL�SPRLS`�[V�LUNHNL�^P[O�H�+1»Z�;̂ P[[LY�account than a radio station’s Twitter account.

Comparison/ US vs UK



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TV broadcasters are a lot more sophisticated on social media than YHKPV�IYVHKJHZ[LYZ��6]LY�OHSM��VM�VѝJPHS�;=�ZOV^�;̂ P[[LY�HJJV\U[Z�engage with fans compared to just 26% of radio stations.

Most TV shows embrace hashtags on ;̂ P[[LY��^P[O��VM�HJJV\U[Z�Z[\KPLK�PUJS\KPUN�HU�VѝJPHS�OHZO[HN�PU�[OLPY�tweets, compared to only 30% of radio stations consistently doing so.

+LLWLY�PU[LNYH[PVU�VM�;̂ P[[LY�^P[O�regular activity not only drives discovery and engagement, but also drives increases in brand recall scores and other marketing goals*.*Tune In With Twitter Report

Comparison/ TV vs RadioDual Senses/ 2013

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The radio station sample was selected primarily on the SPZ[LULYZOPW�ÄN\YLZ�PU�[OL�<:��

(�U\TILY�VM�KPќLYLU[�YHKPV�NLUYLZ��PUJS\KPUN�WVW��JSHZZPJHS��talk and sports were also chosen in order to broaden the ÄUKPUNZ�VM�[OL�YLZLHYJO��

The data was captured using Brandwatch Analytics for the TVU[OZ�VM�1\UL��1\S`�HUK�(\N\Z[��WYV]PKPUN�H�KH[H�ZL[�VM�HSTVZ[��TLU[PVUZ�VM�YHKPV�Z[H[PVUZ��

All 20 radio stations monitored had an active presence on Twitter.

The Sample/Dual Senses/ 2013



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Z1007%

Other18%

7V^LY��9%

NowFM16%

KIIS FM 17%

/V[� �33%

Hot 97 was the radio station discussed most frequently on Twitter.

/V[� ��MVYTLK�[OL�[VWPJ�MVY��VM�radio conversation on Twitter.

'/V[ ��'��200:MT�HUK�' ��5V^MT�^LYL�[OL�OHUKSLZ�mentioned most frequently.

;OL�[VW�Ä]L�TVZ[�MYLX\LU[S`�TLU[PVULK�YHKPV�Z[H[PVUZ�HJJV\U[LK�MVY��VM�the overall discussion. This presents a large potential area of growth for the remaining radio stations to increase the size and quality of their online communities.

Audience Behavior/ Station Share of VoiceDual Senses/ 2013

DATA CAPTURED USING BRANDWATCH ANALYTICS



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Pop radio stations dominated Share Of Voice.

Audience Behavior/ Listener Twitter Activity - GenreDual Senses/ 2013

Pop radio stations had the largest share of voice, with classical and talk radio stations receiving a far smaller volume of discussion.

This presents another clear opportunity for growing the online presence of radio brands, especially for non-pop broadcasters.

RADIO GENRE


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Audience Behavior/ Twitter ActivityDual Senses/ 2013

On average, 0.06% of US radio listeners talk about radio online. That’s just one tenth of the percentage of engaged radio listeners in the UK.

/V[� ��NLULYH[LZ�[OL�TVZ[�VUSPUL�discussion, despite having far fewer listeners than some of its competitors.

Musically-specialist stations, such as the classical broadcasters KUSC and WQXR are less successful in provoking discussion than pop music channels.

On average, 0.4% of listeners talk about radio stations on Twitter.Radio Station (US) Monthly Listeners Total Twitter Mentions Listeners who Tweet %Hot 97 2,660,300 10407 0.3992.3 NOW 3,075,000 4911 0.15102.7 KIISFM 4,043,700 5206 0.12Power 105.1 2,561,600 2688 0.1B96 1,850,500 1692 0.091680 KNBR 918,800 621 0.067Y100 Miami 1,121,000 553 0.049Z100 4,282,400 1932 0.04589 WLS 819,900 340 0.04197.1 AMP 3,144,000 1495 0.04AM570 Fox Sports LA 626,000 211 0.03377 WABC Radio 1,417,100 415 0.029Classical WQXR 654,500 159 0.024Talk Radio 790 KABC 532,000 95 0.017103.5 KISSFM 2,107,800 109 0.005Variety 103.5 682,000 33 0.004Star 94FM 1,059,200 235 0%V101 Memphis 334,500 16 0%Classical KUSC 697,100 27 0%Magic 106.7 1,277,700 16 0%



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MULTIPLE INTERACTIONS CONSISTENT INTERACTIONS*

There were almost 22,000 unique authors tweeting about radio in the period studied.

6M�[OLZL�H\[OVYZ��VUS`��TLU[PVULK�radio stations on a regular basis �KLÄULK�HZ�Ä]L�[PTLZ�VY�TVYL��V]LY� ��^LLRZ��

Listeners of US radio stations are mostly loyal to one station. Research has demonstrated that customer retention increases can correlate to increased engagement on social TLKPH�ZP[LZ��0U�[OL�SVUN�[LYT��WYVÄ[Z�JHU�PUJYLHZL�I`� ��PM�H�I\ZPULZZ�JHU�PUJYLHZL�J\Z[VTLY�YL[LU[PVU�I`�Q\Z[��0UKP]PK\HSZ�^OV�[^LL[LK�HIV\[�[OL�ZHTL�YHKPV�Z[H[PVU�TVYL�[OHU�Ä]L�[PTLZ��

93% of those who mention broadcasters on Twitter were loyal to one radio station.

Audience Behavior/ Dual Senses/ 2013


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DJs10%

TV series10%

Reference to home cities11%

Song requests11%

Show content19%

Links to media20%

Celebrities26%

The top topics of audience conversation were celebrities, links to media and discussion about show content.

Celebrity culture is a main driver of conversation, with over a quarter of all listener mentions relating to celebrity news, interviews or songs. This provides a good chance for radio stations to not only better understand content preferences of their audience, but to also devise strategies that encourage listeners to engage through Twitter.

Listeners are proud of their cities, and references to their home city was one of the top mentioned topics.

Song requests were dominated in large volumes by certain groups of superfans, such as “Monsters” and “Beliebers.”

Audience Top Topics/Dual Senses/ 2013

TOP TOPICS




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Over the period analyzed, 1% of the conversation was negative. Although a seemingly small number, it accounts for 3,200 mentions, very few of which were responded to.

32% of social customers expect a response to a complaint within 30 minutes. Research by Nielsen demonstrates that 71% of consumers who experience a quick brand response are likely to share that with others.

Negative discussion centered around JYP[PJPZT�VM�[OL�JVU[LU[�HUK�+1Z��9HKPV�stations can gain rich insights from this social data, helping them understand [OL�WLYJLW[PVU�VM�[OLPY�+1Z�HUK�^OPJO�content works best.

Dual Senses/ 2013The main causes for negative discussion related to DJs and programming.

Audience Top Topics/

Positive Conversation Negative Conversation

CelebritiesHome Cities

DJs

DJsShow ContentTopical News




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/V[� ��OHZ�YV\NOS`�[OL�ZHTL�HTV\U[�VM�SPZ[LULYZ�HZ��20::��I\[�[LU�[PTLZ�the volume of mentions.

This disparity between stations can also IL�PKLU[PÄLK�MVY�[OL�JSHZZPJHS�NLUYL��WQXR and KUSC have the same TVU[OS`�SPZ[LULY�YLHJO�I\[�KPќLYLU[�engagement ratios.

/V[� ��HUK�*SHZZPJHS�>8?9�LUNHNL�PU�activities that increase interaction with their audience, including:

�� Promoting national holidays e.g., Pride weekend in NYC and 0UKLWLUKLUJL�+H`

�� Links to engaging content�� Competitions and prizes�� Relevant news�� Behind-the-scene pictures

Head to head: 103.5 KISS & Hot 97 vs. KUSC & WQXR.

Broadcast Behavior/ Broadcaster EngagementDual Senses/ 2013


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When radio stations increased their weekly Twitter activity, the volume of audience discussion increased.

Simply by becoming more active on social media, radio broadcasters are able to engage their following far more LќLJ[P]LS`�HUK�MYLX\LU[S �̀

The more active radio stations were, the more active the audience was.

Broadcast Behavior/ Broadcaster Twitter ActivityDual Senses/ 2013


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KIISFM

Other

NowFM

Ampradio

B96

11 tweets p/week

468 tweets p/week

16 tweets p/week

17 tweets p/week

17 tweets p/week

Hot 97 37 tweets p/week

Hot 97 was the most active and most mentioned radio station on Twitter.

Radio stations tweeted an average of 7 times per week, far less than the UK radio average of 46.

/V[� ��PZ�H�JSLHY�L_HTWSL�VM�H�IYHUK�being active on social and generating large volumes of conversation as a result.

Classical and sports radio stations have the most room for improvement, as they are currently the least active on Twitter.

Broadcast Behavior/ Broadcaster Twitter ActivityDual Senses/ 2013

MOST ACTIVE




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Radio stations do not tend to reply to the comments aimed at them, seldom engaging with listeners at all.

Sports stations interacted with their audience the most, and pop stations did so the least.

Radio broadcasters are missing a huge opportunity to foster a closer relationship with listeners. According to Forrester, engaged social followers HYL�TVYL�SPRLS`��I`�KV\ISL��[V�I\`�MYVT��prefer and recommend a brand.

Broadcast Behavior/ Broadcast Vs Engagement Dual Senses/ 2013Overall, broadcast tweets made up 40% of the messages sent by radio stations.


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Dual Senses/ 2013

Followers10%

Brands32%+1Z17%

Celebrities41%

41% of radio stations’ direct @interactions were directed at celebrities, and 32% toward brands.

When mentioning celebrities, the radio stations tend to use them as either a source of news content, or talk to those who are appearing on the show.

The number of interactions with brands demonstrates the high reliance on advertising relationships and another lost chance to interact with fans. The low volume of listener conversation suggests that this approach to brands is not resonating with fans in any great depth.

73% of broadcaster interactions are with celebrities and brands, not listeners.

Broadcast Behavior/ @mention Interactions




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Tweets that do not reference a brand receive more interactions than those that do.

Although radio broadcasters are not @mentioning their fans very often, mentioning celebrities is a successful way to engage with them. Tweets that mentioned a celebrity received ten times more interaction than those that didn’t.

However, the data also illustrates that if radio stations overindulge in their engagement with brands, followers are quick to lose interest.

Tweets that mention brands receive less interaction from fans.

Broadcast Behavior/ Broadcaster Interactions Dual Senses/ 2013


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6U�H]LYHNL��[OLYL�^HZ�H��PUJYLHZL�in the volume of interactions when a tweet contained an image and a 67% increase when there was a link.

Including rich media content poses another avenue for stations to cultivate, engage and grow fans.

Unlike data analyzed in the UK, tweets that contained a hashtag received less interaction than those without.

Tweets with pictures and links were more popular than those without.

Content/ Tweet ContentDual Senses/ 2013


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Dual Senses/ 2013Content/ Hashtag AnalysisTweets with hashtags receive 43% less interaction than those without.

Hashtag comparison illustrates the disparity in conversation topic between the radio stations and their audience. For example, pop channels use ambiguous hashtags to promote their campaigns, events and news stories. However, only two of the hashtags created by the radio stations are frequently used by their audience.

��VM�;=�ZOV^Z�HYL�LUJV\YHNPUN�engagement, often successfully, with VѝJPHS�IYHUKLK�OHZO[HNZ��9HKPV�broadcasters can emulate this in order to better match their tweet content to the preferences and habits of their audience.

Top 10 Owned HashtagsRadio Audience DJs#toplesssummer #hot97 PM^[��PU�ÅL_�^L�[Y\Z[�#pepsi #nyc #ifwtcatchup

#abarth #summerbash UVRUVJRVќZ#keysong #np KQM\URÅL_HWW#hate2wait ZQ__ #heavyhitters

#summerbash #nowplaying #royalbaby

#blurredlines #mtvhottest #newrules

#’iheartradio #imout #uncapped

#royalbaby #hate2wait #nikeplus

#e3 #mahomies #ifwtrending



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KEY: t RADIO STATIONS t AUDIENCE

The promotion of competitions is generally a successful tactic employed by broadcasters.

When radio stations ran Twitter competitions, audience conversation YVZL��I\[�UV[�HS^H`Z�ZPNUPÄJHU[S �̀

*VTWL[P[PVUZ�HYL�\ZLK�KPќLYLU[S`�PU�each genre, with prizes contextual to the target audience.

Competitions are used to successfully drive conversation.

Content/ CompetitionsDual Senses/ 2013


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Dual Senses/ 2013Content/ Peaks and Reasons


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6M�HSS�+1»Z�[^LL[Z��VUS`��HYL�HIV\[�radio. This leaves plenty of room for YHKPV�Z[H[PVUZ�[V�M\Y[OLY�\ZL�+1Z�[V�enhance their social strategy.

Though a stronger driver of LUNHNLTLU[��+1Z�^LYL�HSZV�TVYL�SPRLS`�to be negatively discussed.

(UHS`aPUN�[OL�LќLJ[P]LULZZ�HUK�YLJLW[PVU�VM�LHJO�+1�JHU�HќVYK�YHKPV�broadcasters deep insight into not only the best ways to engage with listeners VUSPUL��I\[�HSZV�^OPJO�VM�[OLPY�+1Z�PZ�most liked by fans – and why.

Dual Senses/ 2013Followers are 54% more likely to engage with a DJ’s Twitter account than a radio station’s Twitter account.

Content/ +1�0UZPNO[

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The top periods for audience tweet activity are before midday and each evening.

Radio stations are taking advantage of some peak times but are missing out on other key opportunities. For example, the peak moment for audience chatter is around 11am, yet radio stations focus activity much later in the day.

Again, by understanding the audience’s behavior, habits and preferences, a TVYL�LќLJ[P]L�ZVJPHS�Z[YH[LN`�JHU�IL�implemented.

Radio stations are moderately successful at matching Twitter activity with optimum publication times.

Tweet Timing/ Twitter ActivityDual Senses/ 2013


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Radio broadcasters are largely successful in matching their activity to that of their audience.

However, stations are cutting down frequency of tweets over the weekend, which doesn’t pose a problem with ZSLLW`�:\UKH`Z��I\[�LќLJ[P]LS`�TPZZPUN�out on Saturday’s popularity for audience Twitter activity.

Radio stations are generally tweeting on optimum days.

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/info ;V�ÄUK�V\[�OV^�)YHUK^H[JO�JHU�improve your business or to schedule a demo, visit Brandwatch.com/demo or contact us today:

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Thank you/ Hopefully by reading this report you’ve gained some understanding into the state of [OL�YHKPV�ZLJ[VY�^P[O�YLNHYK�[V�ZVJPHS�TLKPH��HUK�ZVTL�RL`�ÄUKPUNZ�PU[V�OV^�IYHUKZ�PU�general can adopt a more intelligent approach to online activity.

We love to help our clients make sense of large datasets and what is being said about them online, in order to deliver a whole suite of measurable business advantages. Please do get in touch if you’d like to discuss the conversation that matters to you.

/about Brandwatch Brandwatch is one of the world’s leading providers of social media monitoring and analysis. More than 700 global brands and agencies use Brandwatch to listen, analyze and engage with online conversations around their brand, their customers and their industry.

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Dual Senses/ 2013



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