ROR vs. ROI - RAB.com · The ROR to ROI Relationship 2. ... ROR vs. ROI Leverage The Loyalty ... • Football Friday Morning sponsorship • On air interview – store franchisee

ROR vs. ROI Leverage The Loyalty of Your Listeners

RAB Webinar – June 2012

Radio Advertising Bureau www.rab.com

Copyright, 2012 Page 1

Brandeis C. Hall VP, Professional Development

Radio Advertising Bureau

Leveraging the loyalty of your listeners

1. The ROR to ROI Relationship

2. Three Key Ingredients

3. Social Media Case Studies

4. ROR In Integrated Activities

5. 5 Fundamentals or ROR





Overview

What’s the difference…and does it matter?

Ratio of money gained on an investment

relative to the amount of money invested

Value accrued by a person or brand

due to nurturing a relationship









Digital Integration:

• A direct result of changing consumer consumption habits

• A point of two-way communication with key consumers

• A key, ever more lucrative revenue line for Broadcasters





• Authenticity • Relevance • Engagement





"Consumers more and more value not only the quality of your

product but the character of your company."

- Joe Tripodi, Chief Marketing Officer, Coca-Cola

86% of global consumers

believe that business

needs to place at least

equal weight on society’s

interests as on business’

interests. Edelman 2010 goodpurpose® Study

R e l a t i o n s h i p

R e v e n u e






R e v e n u e

• Create interactive products for media.

• Support the technology with great

marketing ideas.

• Support great marketing ideas with up-

to-date technology.

• Use databases to grow audience and

advertising dollars.





Right Courtesy of

Wrong

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Also

Wrong

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FACEBOOK ADVERTISING

Conversion

Drive More Fans

Courtesy of

LANDING PAGE

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LANDING PAGE

FACEBOOK TAB

• WIN an iPad 2!

• Continue to build the

fan base.

• With each message,

measure conversion

and ROI with 100%

trackable links.





FACEBOOK WALL

Leading Message

Conversion Message

TWITTER

Leading Message

Conversion Message





• Facebook: 60 million updates.

• Twitter: 140 million tweets.

• Email: 188 billion messages.

Daily activity for:


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Database of information about your audience:

Gender

Date of Birth

Zip Code

Email Address

Permission

Lifestyle Interests

Relationships

Revenue






R e v e n u e





• Achievement "badges“

• Achievement levels

• “Leader boards”

• Systems for awarding,

redeeming, trading, gifting, or

exchanging points

• Embedding small casual games

within other activities.

• Virtual currency

• Challenges between users

• A progress bar or other visual

meter indicating how close

people are to completing a task,

i.e. completing a social profile or

earning a frequent shopper

loyalty award.

Courtesy of





Client: WASH-FM

Business Objective – drive more

advertising impressions, convert

anonymous photo gallery visitors into

registered users and email

subscribers

Game Mechanics Used

• Users are credited with Points

for each photo viewed

• Profile bar shows user’s

progress to next level as they

spend more time in the photo

gallery

• Leaderboard shows the user’s

current ranking and prompts

them to ‘claim their spot’.

• Real-time on-screen notifications

appear as users unlock new

achievements or level up

WASH FM saw a 590% increase in Photo Gallery web traffic and a 90% increase in registrations!

Courtesy of

• Location-based mobile platform, in the New

York Metro area

• Kick-off with a Twitter "Live Toast" event

• Check-ins at McDonald's restaurants for

chance to win a McCafé parties

• Live tallies by region posted on microsite

• Radio, out-of-home and in-store

merchandising





SPONSORSHIP OPPORTUNITIES





Local Initiatives

• Promotional Campaign in the New York Tri-State Area

• Radio – Top Urban and 24 Hour Contemporary Inspiration Station in the NY Market

• :30, :60 Promotional and Commercial Campaign (June-October, 2010)

• Print – Newspaper Partnerships – AA & General Market: Black Enterprise, Positive Community

• Television – Partnership with WPIX

• Community Outreach – Collaboration with organizations and community offices to utilize

advertising through newsletters, churches and other events.

• Street Marketing – Distribution of COS tickets via ICBC Street Team and several retail locations

• Digital/Social Medial/Website – Facebook, Twitter, E-blasts and Circleofsisters.com

MARKETING & MEDIA





Activation:

• ‘Espresso Yourself’ haiku contest

• Talent endorsement

• On air commercials

• Live mentions

• Football Friday Morning sponsorship

• On air interview – store franchisee

Mossy Nissan It’s a bird, it’s a plane… wait! It’s Sonic, Eddie and Rock Bottom!

A Partnership between Channel 933, ROCK 105.3 and Mossy Nissan to drive “likes” for Mossy Nissan Rock Bottom Facebook page.





It’s a bird, it’s a plane… wait! It’s Sonic, Eddie and Rock Bottom!A Partnership between Channel 933, ROCK 105.3 and Mossy Nissan to drive “likes” for Mossy Nissan Rock Bottom Facebook page.

1. Listen

If you want to be heard above the

growing social media “noise,” you

need to first listen to your consumers

so when you do speak, you get it

right. What are they saying, what are

they feeling, what are their pain

points, what solutions do they need?





2. Make it be about THEM

Address what matters most to your

audience. Give them a platform to show

you what they need, want, are interested

in, and expect. Our consumers now have

“the channel of me.” Consumers’

opinions now create the “reality” of the

brand; if enough consumers say negative

things about your brand, your brand

loses its credibility, and vice versa.

3. Ask: “How can I serve you?” When we are focused on advertising rather than

building relationships, we are focused on what

our consumers can give us instead of how we

can best serve them.

Consumers recognize in a heartbeat if you are

only trying to get something from them – and

they will not stick around. Aim to always put more

energy and attention in your “give” column than

in your “take” column.

It will pay off.





4. Aim for Ongoing Engagement Building relationships is about meaningful dialogue

and thoughtfully and genuinely engaging in ongoing

conversation. Relationships focus on getting to know

your consumer and giving them reasons to stay

engaged; not just getting them to react. This is

ongoing… not simply campaign or initiative based.

5. Know the People in Your Audience Short and simple: if you are only focused on the money,

you risk completely overlooking the people. Don’t make

that mistake! If you don’t know who your people are, you

might as well toss your marketing money down the drain.





Variables through which change can be measured: Return-On-Investment, Return-On-Engagement,

Return-On Relationship

Leveraging the loyalty of your listeners

Thanks for joining us!

Brandeis C. Hall VP, Professional Development

Radio Advertising Bureau

Documents

ROR vs. ROI - RAB.com · The ROR to ROI Relationship 2. ... ROR vs. ROI Leverage The Loyalty ... • Football Friday Morning sponsorship • On air interview – store franchisee