We have been focusing several posts this week on a new way of thinking about ROI – and that different metric, ROE2 – return on experience x engagement. And there’s no better person to provide perspective on the topic than Lori Lewis.
During the past four years with Jacobs Media, she’s watched the social space move from an area that was virtually invisible in the corporate offices to one that now commands respect and attention. But so many stations and companies are still trying to get their heads around the role that social media should be playing in their operations and how to hit the right note.
Lori has made a study of social media, with a keen eye on how stations are engaging fans. In the process, she has gained an appreciation for how different behaviors on social media platforms translate to true ROE2 and so today, it’s her turn to share her perspective on this blog.
Radio has an amazing opportunity to connect with fans in the social space, and Lori is just the person to help you draw up that road map. – FJ
Understanding what it takes to build and sustain an active social fan base is critical to broadcast radio, as the social space grows and becomes an even bigger part of people’s lives.
Any brand can participate in social and make certain metrics sound like they are meaningful – such as Facebook’s “reach” numbers that are empty and inconsistent. But memorable brands follow the metrics that really matter in order to go beyond the ordinary and create meaningful fan experiences.
One of these metrics that directly relates to ROI is a very strategic measure. It’s the “conversion rate” – how many people are you taking off Facebook and pulling into the assets you own like your website, your air, etc.
The other metric is emotional. I like to call it “The Holy Crap Metric.”
There is no better way to stand out socially than looking beyond your own needs and serving others. And when you connect with that mentality, your “ROI” of social media translates to your ability to put the fans first – before your own agenda.
Memorable brands grow an active social fan base, one experience at a time. They do things like communicating these true ROI (or ROE2) benefits:
“You matter.”
Fans will often reach out to radio stations socially, with no real expectation of getting a response. But they try.
That’s why it’s an even bigger moment when someone from the station actually pays attention to them and acknowledges them.
Just look at this interaction between a fan of NASH-FM/New York and the station’s Program Director, Brian Thomas.
With little expectation, a fan drove a long way in the snow just to try and get into the sold out Lee Brice show. What happened next is priceless.
This is something she will always talk about – spreading the good nature of NASH-FM.
“We pay attention to what you say.”
Taylor Swift has mastered ‘holy crap’ moments. And she keeps going.
It is hard to understand why media brands don’t follow her lead because she is at the top of her game in every category – including fan acknowledgment.
Last month when a fan posted on Taylor’s Instagram account that she was going to be at the Grammys, instead of blowing her off the way most public people do, Taylor responded with “Where are you going to be? Inside? Red Carpet?”
Once they private messaged back and forth, Taylor made it a point to find this one fan the night of the Grammy’s just to say hi.
“Let’s see if we can help.”
Experiences don’t have to always come in the form of prizes and perks. Oftentimes, the way you show you care socially can have a more far-reaching effect. Here’s a great example from Steve Morrison of The Preston and Steve Show at WMMR/Philadelphia:
Whether “@Nancieharris” found someone to go to the station’s big event or not, she’ll always remember Steve for trying to help her out.
As someone who is a student of the social space, as well as former PD and on-air talent, it is always interesting to me when I watch stations build great brands. They work on the fundamentals: research, putting the right people in place, and following a strategic plan.
But when it comes to building social brands, we’re not as buttoned up. And radio’s approach to social may actually be stunting its growth in the space. Coming at it with, “What can it do for me?” contradicts the true interactive nature of these platforms in the first place.
It’s not about telling everyone where to go, or when to listen.
It’s about never missing an opportunity to be good to people.
When you modify your thinking to focus on serving others, your station will truly optimize your social media ROI. And by thinking more in the ROE2 zone, you’ll be more focused on engagement and experiences. And you’ll be offering emotional benefits fans simply cannot get from radio’s digital competitors.
How many “Holy Crap Moments” will you create each week?
Lori should be required reading at every station.
Thank you, Rob. I look forward to more examples from radio in regards to ‘holy crap’ moments.
Brilliant article as always Lori!
Great to hear from you, Craig. You have just the personalities to do this at WNCY!
My biggest takeaway from Nashville was this/these specific slides, Lori. We just forwarded to our entire promo and on air team with comments. Great stuff.
I look forward to what your team will do with this, Dave!
Nice post. Building emotional connections between your brand and consumers matters. “Do what matters.”
Great to hear from you, Mark. Thanks for taking the time to comment.
Right on, Mark. Do what it takes to be memorable – in a meaningful way.
great stuff Lori – all should pay attention!
Thank you, Jess. Putting the fans first should be easy for everyone. But it’s not something we often see.
Using “goodwill” to build brand recognition has been a staple of marketing strategies for a long time, but it’s great to see true caring in those acts of goodwill. It shouldn’t just be part of your business case, it should be part of your personal and corporate ethics.
Thanks, Larry, great to hear from you, and appreciate the comment and the advice.
Lori,
If every GM, PD, Promo Mgr etc would just close their eyes and think back to the time they first spoke to someone in radio or won something from a jock–and how thrilled they were–they would be reminded of how little it takes to make a friend for life. Taylor Swift does it all the time. And my guess is that she is pretty busy. What’s our excuse? As always, thanks for your insight.
Jack
Your words are so well spoken, Jack. You are correct – it only takes a little time and attention to make someone feel like they matter. And that person, ultimately, is likely feel an even stronger affinity to your brand. Thank you.
Jack, this is why more stations should conduct focus/LAB groups. They’d hear listeners (P1s & P2s) tell them just how important these moments are. Acknowledgment matters, but you can’t get that sense from ratings or statistical studies. Instead of viewing social as a burden, think of it as an opportunity that radio has to truly touch and connect with listeners. Once again, it’s an advantage over pure-plays and satellite – only a committed local radio station can truly pull this off. Thanks for the comment.
Lori’s examples/advice make so much sense in the “ghost repeater” environment so much of radio has devolved to. The old ways of connecting (phones/appearances) have been relegated to history for so many stations – meaning new opportunities to connect personally with fans are so important and critical. I’ll bet a PM from someone at a station means at least as much to a fan as a branded T shirt at remote did.
This is such an opportunity, Bob. So often, stations view social as an obligation – another platform that we have to cover. Instead, it is truly an opportunity to reach the audience in novel, meaningful ways. Thanks for the comment.
Hi Josh, Are you asking, “How?” as in how to get it done? Feel free to email me at [email protected]. Let’s exchange numbers. I can probably answer this best over the phone.
Nice read, Lori. Hope to see you soon!