Post on 18-Dec-2014
description
Radio 2.0 París
José María García-Lastra @jmglastra
10 Best tools to improve user and brand engagement
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…from the 20th to the 21st Century Radio …
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The new listener:
1. Now is Interactive.
2. Is not passive.
3. Wants personalization.
4. Wants to take editorial decisions.
I'm in charge now
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The new Radio:
1. There are multiple channels.
2. Radio no longer has the exclusive last hour.
3. A content for each person.
4. The advertising can be tailored to each listener.
When, where and what you want.
All the channels.
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How to adapt to the channel???
How to improve engagement??
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++ Engagement
+ Engagement
The engagement pyramid of the 21st Century Radio
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The engagement pyramid of the 21st Century Radio
++ Engagement
+ Engagement
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10.- New Publishing Formats: Timeline It allows to present the events in a timeline format. Allowing us to include all
the information associated to the event: audio, video, images, links…
+ Engagement.
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9. Integrating Social Media since the production:
Paloo. The user participates in the productive process, providing contents (UGC), proposing
topics and suggesting opinions from the Social Networks.
+ Engagement.
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8.- Multichanneling: Paloo, multichannel. Intuitive CMS, agile and flexible, prepared for the contents management on different
channels and their visualization from the different devices.
+ Engagement.
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7. New Contents: CRMS and semantic tools, Big
Data.
+ Engagement.
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6. Proactive search of the user: Campaign
manager. Communication circuits with specific contents for a concrete target. They are
manageable using a CMS that generate different schedules attending to: time, day, and
location of every one of the integrated screens of the circuit, they give us the possibility
of focusing our campaigns to our target, augmenting their impact and efficiency.
+ Engagement.
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5. New Platforms: Merkur. It´s a tool that facilitates the quick adaptations of a brand from a web channel to any
other (smartphone, tablet, SmartTV, videogames console, etc.) to access it via a
navigator or from an app.
+ Engagement.
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4. New Advertising: interactive, multimedia,
using AR. Advertising enriched with AR applications that produce a more direct impact and
influence on the consume impulse.
+ Engagement.
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3. New Contents Formats: Linking through AR Tool based on Augmented Reality that allows to:
• Link audio contents (stream signal, podcast, etc.) with an image.
• Link contents associated to the images that are published on an online radio
player.
+ Engagement.
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2. Thematization: Theme Channels Tool that works as a bridge between the CMS and the WEB, as a non intrusive form,
and allows that a mainstream Radio offers to the audience a theme channels portfolio.
+ Engagement.
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1. Personalization: Personalized Channels. With the CMS the user can generate their own program schedule of specific channels
based on their tastes and information needs.
+ Engagement.