Lori Lewis spends more time than you can imagine studying the social space. Not long after she joined us at Jacobs Media, she told me about how she spent part of a weekend reading the Department of Defense’s social media guidelines. I was sold. Today, we’re posting an article she’s written that goes to the heart of many radio station debates – aggregating lots of friends and followers or serving fans one at a time. Enjoy. – FJ
A couple weeks back, Fred blogged about the Google Hangouts series we started doing with WCSX here in Detroit. The gist of the post was that it’s time for radio to start creating more of these “oh wow” moments for fans – experiences that a Pandora or iPod cannot replicate.
However, there was a question raised in the comments section of the blog that revolved around the concept of “scalability.”
“I agree that [Google Hangouts is] a nice touch for those who are in on it but, at nine participants per hangout, it seems that you’d need a lot more of them than is practical to reach any kind of critical mass.”
So, two clarifications to this comment that are important to understand.
First, radio’s “mass cume mentality” – complaining over the fact that only nine listeners can participate per Hangout misses the point of this tool.
Part of this is recognizing that the core tenets of brand building and fan development have changed. And if radio continues to cling to the tactic of superficially touching fans in bulk (caller #10) – it will miss the real win:
Creating unexpected moments for fans – one at a time.
Google Hangouts allow you to do just that. They’re about letting fans see another side of you, a more behind the scenes look at what you do. It also separates you from the pack as a brand that embraces technology and is leading the way.
The second point revolves around the implication of “scale.” If you don’t even bother to put the work in on the front end, how can you truly assess an idea like Google Hangouts as “not practical to reach critical mass?”
While I was thinking about this notion of “scale” versus the “one fan at a time” concept, I ran across a tweet from a well-known and highly respected entrepreneur and marketer, Gary Vaynerchuk.
In fact, Gary Vee has made his fortune by serving one customer at a time. In the process, he turned his family’s moderately successful wine business into a $45 million dollar enterprise.
We’re living in a time where ideas are flying around faster than we can size them up. And that means we have to be wise, open-minded, and agile.
We know that when you sit around debating whether something is “the next big thing,” or if it’ll scale – you may miss the moment and the greater opportunity to touch fans – personally.
That’s the true differentiator for any brand today.
Just look at the rock stars that never miss an opportunity to be good to fans.
From Dave Grohl to Bono to Trent Reznor, who recently pulled out his phone during a live show to FaceTime with a fan (Andrew Youssef) who only has a few weeks to live. You can watch this one-to-one moment here:
>Email Recipients: Click here to watch Trent Reznor video<
It’s not about the number of fans you serve at one time.
It’s about hacking your way the best you can to personalize each fan’s journey with your brand. And participating in their existing conversations socially rather than trying to force new ones.
Being the 9th caller is not the currency for today’s consumers. It’s acknowledgement from you in front of their peers and creating those unexpected moments.
Radio has some of the greatest brands in media – but that doesn’t mean we’re entitled to keep running the same promotions, year after year, in order to achieve mass reach numbers. It’s no longer (if in fact it ever was) the recipe to build and keep fan loyalty.
The era of entitlement is over.
It’s a new era of “earn.”
We have to put the work in to earn their attention. And if it means a series of Google Hangouts, touching one fan at time, that’s what it takes.
The dynamic brands will jump on it and get it.
The others will continue scheduling Katy Perry ticket giveaways at 2:15.
Never underestimate the power of the personal touch and the work that must go into anything for it to “scale.”
Move people to move meters.
And build brands.
Lori:
This is so spot-on for today’s world. I hope radio execs listen.
If I may add one item: Radio managers’ lack of ability to comprehend failure as a learning tool. As I told our son, “Failure is why God created persistence.”
Nobody gets it right the first time out. Yet that’s what the industry expects from every try.
Right on, Ken. I once heard, “If you’re not failing, you’re not trying hard enough.” That gave me permission to be OK with failures.
It’s always been about the one on one, even before social media. When I did mornings, I used to love hosting happy hours for ten or twelve fans. But then management put a stop to it because it served so few.
No disrespect, Lori, but so many think social media is mystical when it’s merely a tool to talk to fans. The Ted Nugent hangout is a great idea whether it’s online for nine or a small acoustic set for 15 in the break room. As you said it’s all about the experience. The only thing new is the delivery method.
Thank you for your thoughts. The underlying message here is that we are no longer in the era of entitlement, but the era of “earn.” We must put the work in if we’re going to earn an active social fan base and loyalty.
Lori’s approach is always collaborative and she never comes off as having all the answers. She has her opinions and POV, but understands (as much as/if not more than anyone) that this is a rapidly moving space where the “rules” are very much in flux. She works with many broadcasters who are struggling, at times, to get their heads around what social is and how best to use it. To connect, to monetize, to promote – whatever. What may be obvious to you is not necessarily that way for many people in radio. And I hear more agreement than disagreement in your comment. Thanks for taking the time.
Two things.
1. I hope the rest of radio DOESN’T do things like Google Hangouts…I’ll gladly take ownership of it and get full credit.
2. Listen to Lori. She’s smart. (that’s my “drill it down – PPM headline” way of putting it)
Thank you for your support, Jim. You do great things at WCSX!
You are one smart cookie!
Best statement: “…we are no longer in the era of entitlement…” this is the whole reason for accepting change in our industry. Radio or any content distributor no longer has a lock on the delivery medium. You now have to reach the audience where *it* is. So, how best to do that? (synchronicity.co) But also, there are so many more choices for content out there. But professional talent/entertainment will always be in demand and that type of content is not easily duplicate-able like simply playing a music stream. The value in radio right now is it’s shear mass audience. But if we do not start moving into digital distribution, it will be soon be too late to catch up, I’m afraid.
Here, here. I’ll make sure Lori replies to you also, Robin. Thanks for the thought & for reading our blog.
I would say YOU are the “one smart cookie,” Robin. Thank you for taking the time to read the blog. You are spot on. Radio does need to move into (and accept) digital distribution. It also needs to understand the value of fragmentation. Hope to talk again, soon!