Here is a guest blog from our own Keith Cunningham enlightening us on the power of topical CGM:
While it’s not the greatest photo gallery you’ll find online, you’ve gotta give CNN some credit – they definitely get CGM. With the passing of the legendary Bo Diddley earlier in the week, CNN sprung into action and asked their viewers (“iReporters”) to send in pictures of themselves with Bo.
The power of topical CGM is not talked about enough these days, yet TV networks (and their news programs) are getting very good at it. And while evergreen radio campaigns like “Show Us Your Tatts” or “The Homemade Bikini Contest” have their value, topical CGM can also be very viral, if executed well. And we urge programmers and webmasters to think “outside the radio box” and use video CGM more often.
The topical video CGM possibilities are endless, but consider the Sex & the City event this past weekend as an example. Listeners could have sent in Vlogs (video blogs) about the movie. Maybe its guys ranting about the flick or offering up excuses other men can use to get out of going to see it; or even groups of well-dressed women delivering excited, flirtatious reviews of the movie and teasing the men they adore. Finally, I wonder if any morning shows took a video camera to the theater and captured the moment in their own unique way, and then posted the video on the station website.
Online revenue growth for radio will only be fueled by great content. Therefore, it’s critical we ask ourselves W.T.D.A. ("What’s the Digital Application")?
And more often than not, some of the best answers will be found in CGM, especially topical CGM.
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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