Sometimes it seems apparent that we may not be as far along as we’d like to think we are.
Case in point: an MIT Sloan Management Review and Capgemini survey of execs and managers from many different fields globally reveals that there are still a lot of Luddites hanging around corner offices when it comes to technology and business.
The #1 barrier to transforming a company digitally is simply competing priorities. In fact, more than half (53%) of companies surveyed who noted that “we don’t have time for this right now.”
That’s like saying we don’t have time right now to breathe.
eMarketer published this chart, showing the top internal roadblocks that conspire to make tech adoption more difficult. And the list is long and more than a little sad:
Sadly, “we don’t know how to do that” is in a virtual tie for first. And it’s one of the more inexcusable excuses on this list. In virtually every radio station and certainly in every company are employees with the expertise to help guide the staff or managers through the learning process. It’s just that their job titles may have nothing to do with technology. And that’s why it’s essential that every radio company assess its own ranks for hidden talent and expertise.
At a time when radio finds it increasingly challenging to “staff up” for all the obvious economic reasons, the need to rely on competent, talented people who may be on the air, running logs, or selling time may never be greater.
Note also that “this is the way we’ve always done it” is cited by four in ten managers, and in radio (and other legacy media), this may be yet another barrier to truly succeeding in this space. As we saw vividly at DASH last month, there’s a strong desire on the part of many radio people to learn, grow, and understand the tech changes that are happening right before their very eyes – and ears.
All of this has even greater resonance as we wait for Twitter to go public this week. Despite the many ground-breaking stories that have been created by this platform, it continues to be one of the most misunderstood of the social media. Few broadcast radio CEOs and high-level managers have tapped into it personally, and most companies do not see it as a major priority in engaging and connecting with listeners.
In Lori Lewis’ “Merge” this week for All Access, she highlights some of the amazing “Twitter Tales” that have sprung up over just the past few years. So often, social media is discussed like the ratings – grow your friends, followers, and “likes,” make money, and promote your brands – while often ignoring the true benefits it can potentially bring to brands. Social media has spawned mega-cultural changes.
Facebook has redefined the ways in which we personally connect with family and friends, while brands continue to try to jump on the bandwagon. But Twitter is something very different. It has become an incredible source of information, allowing users to participate, share, and experience together. For great radio brands, both platforms have amazing potential to strengthen our bonds with our audiences – and tap into their communities – but we have to jump in and immerse ourselves.
This study offers more proof that we have a lot to overcome on the way to making that digital transformation. Our world has been rocked, and those who embrace these changes are in a position to benefit most from the chaos. Our corporate captains need to do what they do best – lead the way.
Thanks to Lori Lewis & Joel Denver for this one.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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“Our corporate captains need to do what they do best – lead the way.”
Doesn’t that say it all.
This would have been an interesting case study DASH – or any gathering where radio’s top echelon are gathered: Have every Group Head stand in a line and pull out their phone. First – have everyone using a Blackberry form another line. Then have each group head take a selfie and post it to Facebook. All those who can’t or don’t know what a selfie is, move to the Blackberry line. Then do the same for Instagram, then Twitter. Then, pick a song and have them create a Pandora station around it, then stream it on Spotify. Each time someone can’t do it, have them move to the Blackberry line.
How many would be left in the original line? Any?
Therein lies the crux of radio’s lack of digital direction. The tone and leadership for any company’s momentum has to come from the top – so if the top doesn’t even understand the basics that could drive digital transformation, there won’t be any.
Its impossible to plot strategy for a platform you don’t understand and you can’t understand the kind of impact any of these platforms can have on radio brands without using them.
How can radio’s CEOs lead the way? Start by trading in those Blackberries!
Actually, those BlackBerries are well on the way to becoming collectors items. Slowly but surely, we’re seeing CEOs making the transition, but as the MIT Sloan study shows, it’s not just radio being impacted by one excuse after the other. Most companies have the ability to utilize bottom-up solutions to these challenges, but these people need to be respected and heard. Thanks for adding to the conversation.
I would suggest that bottom up solutions won’t work well for something this universal and important. Industry transformation still has to be top down as no one will let (and they shouldn’t IMO) the bottom make critical decisions. The top can’t sign off and champion decisions they don’t fully understand and embrace.
I know that this problem isn’t confined to radio – but digital represents a bigger landmine and opportunity for radio than many other sectors. I wouldn’t look for meaningful change until it originates from the top.
No argument from me on that, Bob. I wasn’t minimizing the importance of setting the right tone from the top down. Guys like Richard Branson understood early on the value of embracing new technology. I believe the bottleneck in radio was originally a false sense of belief that the Internet represented a competitive threat. Rather than learn and understand it, it was often ignored or even minimized by industry leaders. There’s no doubt about the disruptiveness of the web on just about every business, but using it, learning it, and mastering it is what allows brands – and businesses – the ability to meet the challenges and grow with the times.