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SESSION OVERVIEW

All That Twitters Is Not Gold Findings, case studies and tools on forming strategies for online services SRG Retreat August 12, 2008 Sedona, AZ. SESSION OVERVIEW. A. Where are we now?. “Outside audit” of 38 SRG member websites: 5 major categories; 27 subcategories

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SESSION OVERVIEW

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  1. All That Twitters Is Not GoldFindings, case studies and tools on forming strategies for online servicesSRG RetreatAugust 12, 2008Sedona, AZ

  2. SESSION OVERVIEW

  3. A. Where are we now? “Outside audit” of 38 SRG member websites: • 5 major categories; 27 subcategories • Anchored scale: 0 (nothing) to 5 (rich/enhanced) with markers provided • Calibrated (roughly) to public radio sites in general and national public media sites • Independent “auditor” from outside public radio 3

  4. Summary: Five major categories 1. Providing information about the station 2. Providing additional audio programming access and service 3. Supplementing broadcast programming with additional content 4. Providing content not directly related to broadcast programming 5. Stimulating listener/user engagement and interaction none basic/ minimal rich/ enhanced solid

  5. 1. Providing information about the station: subcategories Overall a. Programming b. Plans and activities c. Reception d. Support e. Staffing f. Work opportunities g. Station background h. Governance none basic/ minimal rich/ enhanced solid 5

  6. 2. Providing additional audio programming access and service: subcategories Overall a. Simulcast streaming of broadcast programming b. On-demand access to broadcast programming c. Continuous streaming of web-only program service(s) d. On-demand access to web-only programming e. Syndication (push delivery) of program content/updates none basic/ minimal rich/ enhanced solid 6

  7. 3. Supplementing broadcast programming with additional content: subcategories Overall a. Lists, picks, sources and links b. Current information updates and details c. Extended and enhanced program content none basic/ minimal rich/ enhanced solid 7

  8. 4. Providing content not directly related to broadcast programming: subcategories Overall a. Extended community information b. Select topical information c. Niche community service none basic/ minimal rich/ enhanced solid 8

  9. 5. Stimulating listener/user engagement and interaction: subcategories Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest none basic/ minimal rich/ enhanced solid 9

  10. 5. Stimulating listener/user engagement and interaction: subcategories Overall a. Providing feedback and making inquiries/requests b. Supporting the station c. Signing up d. Participating in broadcast programming e. Providing opinions, ideas and leads f. Providing and sharing content g. Participating in topical conversations h. Participating in social networks and communities of interest none basic/ minimal rich/ enhanced solid

  11. Additional site ratings and information Very few, small ads Some adds on most pages Many ads, various types, across site No ads Web advertising Un-useable/ Un-viewable Great Poor Average Site navigation Site appearance Use of Public Interactive

  12. Overall observations • Some apps are proving sticky (Flickr, Google maps) • Local • Add missing visual content • Have a social, sharing dimension • Easy to implement • Build a deep, well curated archive • Link generously • Social needs voice and presence • More can also be less

  13. Online staffing levels How many full time equivalent (FTE) staff positions do you have dedicated to all aspects of online work? 1 FTE 2 - 4 FTEs 5 - 7 FTEs 8 - 10 FTEs 10 + FTEs Source: online survey of SRG members. n = 15

  14. Online staffing reporting relationships Where do the positions you have dedicated to online work report within your organization? Separate online/web/digital unit Development Promotion Programming IT Operations Split departments Source: online survey of SRG members. n = 15

  15. Online investment levels <=2% 3-4% 5-6% 7-8% 9-10% We really missed seeing how the web would grow and anticipating the investments we would make in it over the past 10 years. What would you estimate as your total spending for online services this year - staff, contractors, bandwidth, etc.? %Percent of total budget Source: online survey of SRG members. n = 13, 14

  16. Usage comparison: monthly web visitors andweekly radio cume – selected SRG members

  17. Usage comparison: Weekly streaming AQH andweekly total AQH – selected SRG members

  18. B. What’s the view ahead? • Views for ~3 years out on: • Users’ media mix and desired experience • Role and value of local vs. global • Degree and pace of change in the media environment • Degree and nature of the organization change required

  19. 1. Users’ media mix and desired experience ACCESS: “Democratization of platforms” • Continued shifting to online “More shaving away at traditional media, more reallocation of time” • Significant mobile access “My iPhone experience is convincing me” • More “on demand” streaming, downloads and podcasts “Radio will be catching up with TV’s DVR and web realities” • Radio listeners vs. audio samplers? “The jury’s really out” 19

  20. 1. Users’ media mix and desired experience DEVICES & APPLICATIONS: incremental adoption • Tools will remain much the same – it’s a matter of improved ease of use driving adoption rates • Continued noise, churn, stumbling and clinging until we get to the “real smart phone” • Innovation will be more on the software application side than new killer hardware • Potential for someone to figure out and dominate interoperability (Google?) 20

  21. 1. Users’ media mix and desired experience CONTENT: still the high ground • Far more sites than sites producing content • Content producers and owners remain the engine STRATEGIES: still throwing darts and hedging • “On a day to day basis I’m not exactly sure what people want from us online” • “There’s just this giant scramble to see what sticks” • “Look at the web as a complement for what we are doing now, not a replacement” (for now) 21

  22. 2. Role and value of local vs. global UNRAVELING OF LOCAL MEDIA … • “The biggest thing that we are seeing is the continued deterioration of the newspaper industry” • “Other media are stepping away from local coverage … and putting a lot of people into early retirement” • “There's a freefall in the diminution of local media, whether it's newspapers, local TV stations or, now on the slope, commercial radio” • Asset values down precipitously; profits a fraction of the past; content creation a smaller role 22

  23. 2. Role and value of local vs. global LOCAL IS THE OPPORTUNITY … • “The loss of print journalism puts more reliance on public media institutions to provide content” • “We have an opportunity and a challenge here to fill the gap” • “We have a real role to play as long as we concentrate on local issues” • “Our goal here is local” 23

  24. 2. Role and value of local vs. global BUT THE VALUE NEEDS TO BE THERE • Significant local reporting, producing, curating, hosting and posting “Way beyond rebroadcast model” • Localization of the global “But it has to be awfully good” • A seamless user experience in seeking content “The shift toward sharing content is really healthy” (e.g. API) • Continued editorial credibility and judgment “Not everyone wants to slog through the blogosphere” • And forget the Olympics web page “As long as we're all shouting the same thing, they'll never see us” 24

  25. 3. Degree and pace of change in the media environment IT’S A QUESTION OF THE ADOPTION<>ADAPTATION DYNAMIC ... “”We’re not being pressed by our core to be among the online avant garde or ‘go mobile’ … … but then again, we’re not hearing anything at all from those who aren’t listening to radio.” • How fast/far will our aging core adopt new technologies as they become easier to use? • Will younger audiences adopt us (if we adapt our content and delivery)? • How much do we need to adapt to be adopted? 25

  26. 3. Degree and pace of change in the media environment AND A QUESTION OF HOW LOYALTY WILL WORK ... • “How do we build loyalty so people seek and find our content wherever it is – in our spaces or others” • Does social networking build loyalty – or fracture it? • How do you measure and track loyalty in a new metrics environment? 26

  27. 3. Degree and pace of change in the media environment AND A QUESTION OF RADIO’S RESILIENCE … • Optimism for still growing the audience (market specific) • Somewhat better positioned and shielded (e.g. car access); not as many “natural” predators; a somewhat protected space for now • No big reduction in listening -- “that’s 15 years down the road” • “But it is time to start thinking very carefully about how much we invest in terrestrial broadcast versus original production” 27

  28. 4. Degree and nature of the organization change required NEW TALENT AND POSITIONS • Conceivers -- “I have no idea about the future media landscape… My strategy is to hire the right people” • Networkers – “Everyone should be creating a job that uses digital media to build community and bring new voices into the organization” ORGANIZATION STRUCTURE SHIFTS • Lower platform and function silos • More lateral, networked, dynamic, “chaortic” organizations INVESTMENT SHIFTS • Costs reductions in traditional functions and infrastructure • Consolidations to spread fixed costs and achieve scale 28

  29. 4. Degree and nature of the organization change required MINDSETS CHANGES • Marketing and branding beyond the “station” “It’s not being on just your website that matters” “You can create an aura that makes people think you are much bigger than you are” • Actually producing for the web “We’re still just using the web to do more radio” • Asking users “We’re not finding out from them what they want” 29

  30. C. How are we navigating in the online world? • WBUR • LPM – Louisville Public Media • KUOW • WOSU Public Media • OPB – Oregon Public Broadcasting What’s the strategy What’s notable What’s the lesson

  31. WBUR1 • Paul LaCamera General Manager • Robin Lubbock Director of New Media

  32. WBUR2

  33. WBUR3

  34. WBUR4

  35. WBUR5

  36. LPM1 • Jon Hoban Deputy Director • Tom Mundt Director of New Media Strategies • Donovan Reynolds Executive Director

  37. LPM2

  38. LPM3

  39. LPM4

  40. KUOW1 • Jenna Montgomery Director of online Service • Wayne Roth General Manager

  41. KUOW2

  42. KUOW3

  43. KUOW4

  44. KUOW5

  45. Tim Eby Radio Station Manager • Susan Meyer Director of Communications 45

  46. 46

  47. 47

  48. Steve Bass President & CEO • Lynne Pollard VP, Interactive Services 48

  49. 49

  50. 50

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