Measuring your online effectiveness

Community Engagement means working

collaboratively to discover, understand

and address community needs and aspirations.

…this can apply online too.    

Taking

Engagement

Online

Station Aspiration: Address Atlanta’s high school dropout rate

 Start a

conversation with high

school students

# of students who signed up on the

site

# of daily followers #teamfollowback

15 mentees, 10 mentors

10 daily followers

Lessons  learned:    

•  Need  to  meet  youth  where  they  are  at  on  social  media  

•  Need  to  facilitate  conversa6on  with  content  that  appeals  to  youth  

•  Need  to  meet  in  person  as  well  as  interact  online  

•  Prizes  (incen6ves)  help  

Sta.on  Aspira.on:  Convene  a  conversa.on  about  dropout  on  social  media.    

Integrate  over  the  air  with  online  

No.  of  contributors  to  #MPTgraduate  

#  of  retweets    

#  of  replies  to  @MPTgraduate  

           10        7      3            

Lessons  learned:    

“You have to understand the likely audience for the subject and consider how they get their information…” – Faith Wachter, MPT •  Need to use appropiate social media •  Need to correlate the content with the

appropiate social media •  Need to start a conversation BEFORE the

event and sustain it AFTER  

Station Aspiration: Be the essential cultural connector between St. Louis and independent music over the air and online.

# of comments on article

Time spent on contest winner

page

Bounce/% exit    

Increase traffic to KDHX.org

162

About 5 minutes

51%/26%

Lessons  Learned:    

“The value of a station’s website is that there is a lot more we offer as an organization. If we can get you to come to the website and spend time there you’ll see that we feature radio, local music, local arts and events, connect you to St. Louis – and that can’t be communicated in a Facebook post.” – Steve Ley, KDHX

•  Content online matters. •  Providing a space for people to

communicate creatively matters. •  Put in a UTM code!

Engagement KPCC Southern California Public Radio

KPCC’s mission “SCPR aspires to be the region’s primary source for news and information that is critical to a well-functioning multi-ethnic democracy, and we aspire to be the place where Southland’s diverse individuals and communities convene to discuss and debate the most important issues of the day. And it envisions SCPR’s full command of broadcast, digital, social media, and live event platforms.”

--Bill Davis, CEO

Who are we engaging?

Our future audience

•  Diverse

•  Influential and expanding Latino and Asian American audiences

•  Increasingly English dominant

•  Audiences who want content that is both important AND interesting

One-Nation Media Project

Develop and launch a public media news and information service that improves public broadcasting’s service to multi-ethnic communities in Southern California, generally, and to English-speaking Latinos in Los Angeles, specifically.

We will... •  Expand our daily 1-hour magazine show

with Madeleine Brand into a 2-hour show

•  Hire a Latino co-host

•  Hire digital reporters and strengthen reporting in key topic areas, incl. Immigration and Education

•  Engage on all platforms

What does success look like?

•  Bigger (local, loyal) audience

• More diverse audience

• More engaged audience... on all platforms

The importance of social media

•  Increase referrals ››› Bigger audience

•  Build up flagship accounts ››› Loyalty

★ Likes and followers matter!

•  Digital engagement should match broadcast engagement

How do you increase referrals?

•  Plan social media - use a budget

•  Use the right tools, post more often

•  Promote it on the air (speak “radio”)

Build up your accounts

•  Content is king

•  ...but a good promotion can help, too!

What type of content?

•  Build out stories

•  Video, multimedia, graphics

•  Select the right stories

The goal:

Content that is important AND

interesting... to YOUR audience

Partnerships are key

How do you increase engagement?

•  Create a process that bridges radio and web

•  Do more than post links

•  Engage not just around stories, but also events

•  Get the staff engaged

One final example...

Thank you!

Alex Schaffert

Director of Digital Media at KPCC���aschaffert@kpcc.org���@virtualex

Online Engagement at OPB

Lynne Pollard lpollard@opb.org

OPB Mission Giving voice to the community, connecting Oregon and

its neighbors, illuminating a wider world.

Strategic Goals �  Become a content-focused organization

�  Serve the audience wherever they are

How does social media fit? �  Set of communication tools that allows us to extend

the reach and impact of our content �  Enewsletters

�  Blogs

�  Commenting �  PIN

�  Facebook

�  Twitter �  Reddit etc

431 like this

@OPB

@OPB-C_Oregon @OPB Morning

@Think Out Loud

@OFGProducerEd @April Baer

@OPB News

IBM Project �  Goals and objectives

�  Organization and workflow

�  Governance

�  Metrics

Objectives �  Reach new audiences for our content

�  Move the audience across platforms

�  Engage the community

�  Build loyalty

OPB

Environment Arts

News

Opbmusic

OAB

KMHD

Earthfix

OFG

Ecotrope

TOL

SLG Committee

Guiding Principles �  OPB is a journalistic organization.

�  All posts should reflect the content and tone of OPB’s broadcast programming and online content and should manifest a sense of editorial curation consistent with those resources.

�  All OPB policies apply.

�  Wherever possible, @OPB tweets and Facebook posts should highlight resources available to the audience through OPB.

�  OPB first.

Metrics

�  Fans and Followers

�  Referrals

�  Engagement �  Likes

�  Shares �  Comments

Referrals: 635 Engagement:

101 comments 36 likes 3 shares

Questions?