There are certain bellwethers in our world – people or brands that always seem to have the inside track on what’s coming next, whether we’re ready or not.
Warren Buffett is always one to watch to learn about coming investment trends, Apple has led the planet in consumer electronics the last couple decades, and Elon Musk provides a fascinating look at industrial technology, including talk of space exploration to Mars. And in the sports world, we’re all watching Bill Belichick, even though no one knows what on earth he’s thinking.
In the social sphere, the guy to keep an eye on has always been Mark Zuckerberg. He didn’t just conjure up Facebook, and then put it on cruise control. The iconic guy behind the world’s largest social network has continued to build and protect a brand that has changed the way we “socialize” and interact with one another. He and his team are always hacking their way to the next big thing. And given that they know what billions of people are thinking and talking about, Facebook has the inside scoop on our personal interactions.
And as our blog post title suggests, Facebook often shows us our most fascinating and fun entertainment outlets. Most people are always looking for something to do – something fun, interesting, or stimulating that fits our interests.
And there are many web tools and apps that try to accomplish that goal. There are sites dedicated to movies, sports, restaurants, and other endeavors, but there’s not really a central place to go in the mobile space that ties it all together with our social networks.
Until now. Facebook has quietly (for them) launched an Events app they say “We designed for event seekers who are passionate about keeping up with nearby events and finding things to do with their friends. Whether you’re looking for something to attend this weekend or just wondering what’s happening in your area, Events will help get you there.”
I downloaded the app, and you can see below how it allows users to choose event categories, and then makes connections with Facebook friends and events happening in and around the local area.
It’s safe to say that Facebook’s on to something here. We won’t know whether Events becomes one of their success stories or an initiative that doesn’t catch on. But the fact they’re investing resources into the personal entertainment space suggests an opportunity. Like many Facebook endeavors, the goal is to expand the platform into additional areas of life, from messaging to news discovery to video to advertising. Their foray into events and the ways in which people connect with each other could the next level of “socializing.”
For radio, Zuckerberg’s step into “What’s goin’ on?” is an indicator that events and the marketing that surrounds them represent fertile ground and a target rich environment. Facebook has obvious advantages that a local radio station lacks. But the reverse is also true.
A station in Tulsa, Pensacola, or Duluth knows the local turf and the people and places that make it happen. And brands that have active Facebook pages and robust email databases can create many of these same tools to help their local audiences navigate the local entertainment space.
Company-wide, Townsquare has emerged as radio’s hands-down leader in integrating events with local markets and the medium’s reach capabilities. But among smaller companies, these same opportunities exist, as evidenced by Ed Levine’s Syracuse domination strategy, covered last week in our “Radio’s Most Innovative” series.
As Facebook has concluded, it’s the mobile app space that is the catalyst for the “what to do” decision-making process, and that’s where radio has the local market opportunity. Apps that connect local restaurants, bars, cultural activities, and other social gatherings can become the “mobile entertainment guides” consumers are looking for, acting as a virtual concierge to help people find something to do tonight or this weekend.
Our jācapps team has already schemed out the process, designing and building apps that help consumers navigate the eating and drinking spaces. Whether helping Seattleites find a 6-pack of Mens Room Original Red or guiding anyone to finding a healthy eatery on the Food Tripping app, the process is in place to create real-time entertainment guides that are market-specific. And looping in local restaurants, bars, clubs, museums, and other events is where the monetization comes into play.
It’s our job to learn from industry innovators, and in this case, Mark Zuckerberg has green-lighted a smart new endeavor that any radio company, group, or cluster can pull off. As the industry trades have reported in recent days, quarterly returns continue their rollercoaster pattern. Some companies are smiling while others continue to slog along. Developing dependable revenue streams that deliver during radio’s peaks and valleys is central to stabilizing the business, and putting in on a path where mobile technology becomes the profit center we know it will be.
So what’s goin’ on tonight?
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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Once again, current & connected content expands the brand. How about authentic, modern, engaging Full Service Radio? Presentation worthy & profitable with any music format / demo base. Thanks again, Sir Fred! Clark http://www.broadcastideas.com
Appreciate it, Clark.