1.4 Declan Kennedy
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Transcript of 1.4 Declan Kennedy
5/10/2009
1
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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P a g e im p r e s s io n s
U n iq u e u s e r s
L iv e S tr e a m s
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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
www.twitter.com/DeclanKennedy
Skype: declan.m.kennedy
www.catch.fm www.rte.ie/2fm