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The Digital Mindset: How Radio Stations Are Making Money with Digital
Moderator: Dan Shelley, Interactive One Local/Radio One
Panelists: Martin Kristiseter, Marketron
Mark Edwards, The TeshMedia Group Matt Coen, Second Street
Stay Inside The Lines• You may think you know what’s right, but you DON’T.– The customer (client) is not always right.– Terms Of Service and Government Regulations trump all, even
good ideas.– Don’t sacrifice your bank account, job, or license by doing the
wrong thing.• Be Smart• Be Creative• Be Safe
Explosive Growth In DigitalWLIT Spring 1996 WLIT April 2013
An Even BIGGER Explosion in Social Media2008 2012
Today
Your Best Friends, Or Are They?
Your ONLY FriendYour station attorney.• FCC rules• FTC rules• Company Policy• Terms Of Service for platforms
• ONE person at the station needs to be the contact.
• Concepts, rules, mockups should be approved in advance of airing or posting.
That’s All Great, But How Do I Make Money ?DO• Make it easy to enter• Have alternate means of
entry• Collect data
– Email database– Facebook likes/Twitter
followers/etc.– Info for client
DON’T• Assume the client knows
what they want• Add too many hoops of fire
for entrants• Put every contest on every
platform. – Different platforms, different
audiences
The Social Media LandscapeDifferent sites doing different things for different people
Which Platform Is Right For You?Make the decision by client, target audience, prize, length of campaign,
and hard costs.