1.4 Declan Kennedy

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5/10/2009 1 Creating a new image for Radio on the Web Creating a new image for Radio on the Web Creating a new image for Radio on the Web Creating a new image for Radio on the Web Declan Kennedy 13 th May 2009 CFO, Catch Digital Media for Broadcasters 1. Brochureware 2

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International Case Study: Creating a new image for radio on the web

Transcript of 1.4 Declan Kennedy

Page 1: 1.4 Declan Kennedy

5/10/2009

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Creating a new image for Radio on the WebCreating a new image for Radio on the WebCreating a new image for Radio on the WebCreating a new image for Radio on the Web

Declan Kennedy 13th May 2009

CFO, Catch Digital Media for Broadcasters

1. Brochureware2

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Listeners vs Users pre launch

� Population of the Republic of Ireland is 4.2m (CSO 2008)

� Every week 2fm reaches 1.1m people on FM. Of that, 605,000 are in the key

target demographic (43% of 15 to 34s). (Source: JNLR 2008)

� 2fm’s reach is strong but its listener loyalty is erratic and affinity to the 2fm

brand is relatively low

� Two-thirds of all Irish 15 to 34 year olds have connected to the internet. Of

these, 42% (or 0.4m) have a broadband connection at home.

� Combining on-air and online figures; 1.1m people sample 2fm on-air every

week (of which 42% are in the key youth demographic), but the website

attracts just 12,500 unique users per week.

Streaming growing, but Website was not

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Broadband Take-up in Republic of Ireland

“Brochureware” - Magazine vs Website

Why would anyone visit a radio station website?

2fm site – reasonable figures but…

•Static information

•Aesthetically dull

•No real time function

•Users skimming – low “stickiness” ratio (PI per unique user)

•DJs using Facebook and Bebo as key social interaction

•Third party Cut and Paste loading - dull

•No sense of connection with On Air

� Very boring web site. An extension to rte.ie. No originality - no punchiness. Needs to be hipper/trendier. Feels like you are reading the news by using it. Female, 29, ABC1, Dublin

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2. Mapping the Core7

Mapping the core – The Business Need

Create a viable offering for a new context

�Increase overall traffic (x3)

�Strengthen brand for 15 to 34

�Create new revenue streams

�Innovate as PSB

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Radio – “someone still loves you”

� Reach, immediacy, community, company and ubiquity

� Large Audiences – a challenge for web propositions

� The Voice: a friend or peer – not a robot

� Creative people, entertaining presenters

� Significant revenues and resources

� Music Discovery Research – daily online users

� 87% ever use radio – 48% as primary source

� 48% ever use web – 12% as primary source

= Scale, Popularity, Resources, Revenue – for now

The “Usual Suspects” – Forms not Functions

�DJ profiles and photos

�Better schedules

�More podcasts and content links

�Easier to use

�Blogs – as always!

�News & Weather

� Why?

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Mapping the core – what do we do?

� Why would anyone visit a radio station website?

� Challenge to think beyond a representation of radio on the web to a mapping of its core proposition.

� Music Radio is…

� Station DJs and brand; trusted national guide to discovery of music and associated cultures

� Not a PR Brochure

� Not Google

� Not a club

� Not stand alone

…A trusted Irish portal of popular culture, especially music.

Mapping the core – from the top

�Rethink scale

�Rethink expression

�Rethink purpose

�Rethink partners

�Rethink relationships

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Mapping the core – the present model

Music

Online Staff

Programme Teams

Topics

DJs

Website

Users

Switching

TX & Streaming

Listeners

Events Promotions

External Suppliers, Contributors and Clients

Switching

ListenersUsers

Switching

Listeners

Mapping new relationships and revenues

Music

Programme Teams

Topics

DJs

Website

Users

Switching

TX & Streaming

Listeners

Events Promotions

External Suppliers, Contributors and Clients

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Mapping the core – becoming a Portal

•Online Brand

•On Air as driver – fresh, now

•DJ as online personality

•Hosting communities

•Looking for partners

•If you don’t have it…

Mapping the core – Other sites – rich media

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Key requirements

�Traffic

�“Stickiness”

�Web calls to action

�Brand

�On-Air driving on line

�Open CMS

�Open Architecture

�Innovation/Style

�Value

�Dynamic Content

�Automation of content delivery

�Sweating Assets:

�DJ/Prog staff contribution

�Reduce internal processes

3. Front end brand & offering18

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Home page - Dynamic

� On air drives online music

� Gateway to DJ

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My Radio – SMS & Web Tag + share

Player – Watching radio

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Artist Mashup - Dynamic

•Wiki

•Myspace - blog

• Myspace - gigs

•Exclusive content

•Youtube

4. Revenue 24

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Return on investment – Cash?

Usual Suspects

� Display

� Preroll audio

� Preroll video

� Affiliate sales

Added Value

� Premium display

� 360 integrated sale

� Search revenue

� Dynamic advertising

� Webcasting

5. Key learnings26

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Managing Change - Learnt

� Quick timetable

� Selling the leap – the culture change

� Thinking functionality through

� IT skills of DJs and Programme staff

� Concentrating on the local

� On Air & Online messaging and promotion

� Innovation leaders – thinking outside the studio = show don’t tell.

� Clear structure – who does what?

� Internal senior champions

� More room for non-linear, community – Radio 2.0

Keeping the edge

� Innovation schedule

� Encourage feedback

� Special Events

� Treat the website as a daily production

Overall – traffic doubled month 1

But we have only started..

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What Next

� Phased approach to launching new channels and additional functionality

� SMS Bookmarking

� 2oolbar

� Open access to Artists, breaking and discovering new bands online

� Open up platform to third party widget and content providers

� Engage and open up community and user generated content

2oolbar – (“I love it”)

�Fully integrated back to main website

�Now playing scroll with click through to artist page

�Full control over RSS feed push

�Ability to share artists, shows, podcasts

�Premium display advertising

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Thank you

[email protected]

www.twitter.com/DeclanKennedy

Skype: declan.m.kennedy

www.catch.fm www.rte.ie/2fm