JacoBlog - Jacobs Media's Blog

Competing Against Everyone

There was a time only a decade or so ago in Rock Radio where we had it all to ourselves.  We controlled our music and our pop culture.  Sure, some of Rock's featured bands would appear on Saturday Night Live, and there was always the competition from MTV.  But for the most part, if you worked for a big Rock or Alternative station - even in a smaller market - you controlled the agenda for how music and concerts were exposed and promoted.

Today, you're competing with virtually everyone.  Wherever you look - on and off the Internet - Rock is being marketed in a multitude of different arenas and venues - and I'm not just talking concerts.  NPR does a better job of interviewing our bands and marketing our core product than we do.  Case in point - a Raconteurs concert that was recently broadcast via NPR.org.  And it seems like every week, "Fresh Air's" Terry Gross or their big news magazines feature interviews and music from artists as diverse as Springsteen and Coldplay.

Of course, Internet sources from iTunes to Pandora expose new music and provide information, background, and free samples.  Artists have their own websites, enabling them to independently market their own music and merchandise - without radio's help.  And fan sites are abundant with their own homegrown coverage of their favorite bands.  In response, most radio station websites provide bare bones music coverage, opting instead to hype station contests and events.

And last week in USA Today came this featured question:  "What's your most treasured concert T-shirt ever?"  That's a fun, highly relatable question that is sure to spawn many listener photo entries.  It's a great example of letting listeners get in on the act, sharing their emotion and energy in a highly visible place.  It's the essence of CGM - consumer-generated marketing.

And it's something that we should have thought of first.

Too often, if you ask a programmer who he's competing against, he tells you it's Q96 or Eagle 94 or Rock 107.9.  But that's the narrow, "too close to the trees" answer that has hurt radio and caused more of the myopia that stunts our business.  In the real world, Clear Channel isn't competing with CBS, and Citadel isn't going at it with Cumulus.  In reality, the radio company you're working for is up against Apple, The New York Times, MSN, Amazon, Starbucks, and Electronic Arts.

The pop culture/media stage has expanded exponentially.  But too often, Radio is content to sit in its little corner in the back of the room.  And that makes no sense if you consider that in a recent month in New York radio, PPM tells us there are 20 stations with weekly cumes over a million people, and 6 stations topping the 3 million mark.  In a Philly PPM month, 6 or 7 stations have cume audiences above a million.  That's a lot of people still being impacted by radio programming, and it provides the industry with a big pulpit for delivering entertainment and information.

The challenge of reimagining, reshaping, and fulfilling our future is immense.  Yet, if we're going to be players in this new game, we need to answer that difficult question: "What's the digital strategy?"

Topical CGM

Here is a guest blog from our own Keith Cunningham enlightening us on the power of topical CGM:

While it’s not the greatest photo gallery you’ll find online, you’ve gotta give CNN some credit – they definitely get CGM.  With the passing of the legendary Bo Diddley earlier in the week, CNN sprung into action and asked their viewers (“iReporters”) to send in pictures of themselves with Bo.

The power of topical CGM is not talked about enough these days, yet TV networks (and their news programs) are getting very good at it.  And while evergreen radio campaigns like “Show Us Your Tatts” or “The Homemade Bikini Contest” have their value, topical CGM can also be very viral, if executed well.  And we urge programmers and webmasters to think “outside the radio box” and use video CGM more often.

The topical video CGM possibilities are endless, but consider the Sex & the City event this past weekend as an example.  Listeners could have sent in Vlogs (video blogs) about the movie.  Maybe its guys ranting about the flick or offering up excuses other men can use to get out of going to see it; or even groups of well-dressed women delivering excited, flirtatious reviews of the movie and teasing the men they adore.  Finally, I wonder if any morning shows took a video camera to the theater and captured the moment in their own unique way, and then posted the video on the station website.

Online revenue growth for radio will only be fueled by great content.  Therefore, it’s critical we ask ourselves W.T.D.A. ("What’s the Digital Application")?

And more often than not, some of the best answers will be found in CGM, especially topical CGM.

MyBoston

If you're looking for great examples of social networking and consumer-generated content, look no further than Boston's upcoming album and tour.  When lead singer Brad Delp died last year, the band was hard-pressed to find a replacement with his vocal range and intimate knowledge of Boston songs.

Enter Charlotte, North Carolina's Tommy DeCarlo.  You haven't heard of him?

That's because he's never been in a band, never had any groupies, never worn spandex, nor has he ever demanded that the brown M&Ms be removed.

Most days, DeCarlo wears an orange apron over at the Home Depot directing shoppers to aisle 3 to find PVC piping.

But now, he's set to replace Delp on Boston's summer's concert tour, and on the band's next album.  How did he break through?  MySpace and consumer-generated content.  He posted cover versions of Boston songs on his MySpace page, and was "discovered" by another visitor to the world's social networking site.

Boston's Tom Scholz's wife heard the tracks, and DeCarlo is now a working member of the band.  Now that's a great result of social networking on the job.

Curators Needed

If you are ever frustrated by inaccuracies in or simply have disagreements with Wikipedia entries, or you experience the feeling of confusion when you do a traditional web search for everything from cars to travel to restaurants, you're not alone.  A recent Newsweek article - "Revenge of the Expert" - talks about how the CGM phenomenon may be evolving back to an environment where professional opinions are more highly valued.

Our old friend, Jason Calacanis, has created Mahalo, a search engine that is people-oriented, rather than popularity-driven.  Thus, when you type in "Detroit restaurants" in Google, you get an infinite number of entries that are good, bad, and otherwise.  In Mahalo, you get this:

The key to sites like Mahalo is the premise that expert opinion has value.  As Calacanis notes, "The wisdom of the crowds has peaked.  Web 3.0 is taking what we've built in Web 2.0 - the wisdom of the crowds - and putting an editorial layer on it of truly talented, compensated people to make the product more trusted and refined."

In radio and in music, stations and DJs have the ability to play this curator role.  The vast resources provided by the web have made music searching a confusing process with too many choices and so many consumer opinions that no one knows what's worth buying.  iTunes may be a great resource because it contains so many millions of songs, but a filtering process would make it so much saner and easier to negotiate purchasing decisions.  And that's where your station comes in.

When new albums come out, when CD repackages and box sets are released, and when concerts and concert movies premiere, there's an opportunity for radio's "experts" to use the power of their expertise and history to play this important role.  And on a station's website, reviews and podcasts can be a great way to help listeners decide what's good...and what should be avoided. 

Back when Spike was with Q101, he did something like this for new releases.  The idea of a DJ as curator works both for the audience and for sales sponsorships, by leveraging their celebrity and their expertise.  It can generate that all-important dialogue with listeners, while creating web content that can be marketed.  That's MY expert opinion.

Obamarama

Now the world of consumer generated media hits the political arena in a huge way.  MoveOn has launched a contest that will pay $20,000 in video equipment - as well as untold media exposure - for the best :30 ad for Barack Obama.  And the judges aren't a bunch of DJs - they include Matt Damon, Naomi Wolf, Oliver Stone, Eddie Vedder, Rev. Jesse Jackson, and Russell Simmons.  Hopefully, they'll be able to agree on a winner.

For a campaign that's promising change and inclusion, CGM tactics are the perfect way to go.  It should stir the pot, and Obama just might find his next great slogan and/or TV spot.

>Watch The "Obama In 30 Seconds" Introduction Video<

Along the same lines, I watched some great consumer generated animation videos for Opie & Anthony that WXRK solicited as part of a "Be Kind Rewind" promotion.  Once again, the power of the consumer creates marketing that cuts through.  Some of these video animations of O&A bits are brilliant, proving once again that there's an immense amount of talent among audience members, not to mention their enthusiasm to participate.

Women Are From Venus, Men Watch YouTube

As we learn more about streaming video, an interesting demographic schism is forming.  18-34 year-old women have a stronger tendency to watch video on network TV sites.  Clearly, this is strongly connected to their attachment to popular network offerings, such as Grey's Anatomy.  Younger men, on the other hand, are more likely to stream video on CGM websites, such as YouTube, MySpace or Break.com.

And that's not all.  Nielsen reports that as a result of these streaming video trends, a new definition of prime time may be forming.  For visitors of network TV sites, it's the noon hour that shows strong activity, bolstered by online voting and other program-centric web content.  But for the CGM sites, it's the overnight hours when viewing heats up.

Once again, this represents opportunity for radio - especially the stations that have already recognized this huge video streaming trend.  Smart stations and savvy personalities have experienced the power of video, as an added component to traditional programming content.  Stations that include video - say of "Rock Girl" promotions, station events, and morning show stunts - are benefiting from this added content dimension, as well as the viral power that video has.

Video is the next great vista for radio, but stations need to start identifying videographers in their midsts.  It may be an intern, a promotion assistant, or a talented jock.  But a little skill with video editing software can open up a whole new content silo for radio.  With great brands and habit-forming personalities, video is a natural next place to go.

Write On

R&R News/Talk Editor, Mike Stern, turned us onto a new Carat USA research survey about what Americans are doing with their media time since the writers' strike.  While the majority are watching about the same amount of TV as always, about a quarter of the audience has drifted elsewhere.

Where?  It appears those watching less TV or wouldn't be apt to watch reruns of favorite shows, the primary destinations are online surfing, more TV channel surfing, DVDs, magazines, and finally video games.

The missing media link, of course, is Radio, which does not make an appearance in the study's exec summary.  There has to be an opportunity here for radio, we surmised, so Dave Beasing and I put our heads together and came up with the following thoughts:

The writers' strike might provide that push to stations that have been thinking about launching a special evening show, because the timing couldn't be better.  For example, KBZT/San Diego's Big Sonic Chill is well-established and gets big 25-54 ratings -- as a nighttime soft Alternative program that fits the mood late at night.  For many, it's appointment listening.  Same with Slick Tom Tiberi's night show on 97Rock in Buffalo.  It's a consistent ratings winner that's very local and phone-intensive.  For these kinds of shows, positioning them as alternatives to the drivel that's now on television would be a nice promotional angle.

And the nighttime syndicated shows ought to follow suit, whether it's Alice Cooper, Delilah, and even the new Greg Kihn show that's coming soon.  These are all celebrity shows that might benefit if stations get more aggressive in promoting them as a better option than Moment of Truth.

Also, many studies have shown that online video only gets bigger and bigger.  Just as the writers' strike in 1988 spurred a growth in cable TV, this writers' strike is causing even more online video viewing.  And its audience spans all demos, but is biggest with younger Men.  Stations like WRIF or KMYZ/Tulsa that have online YouTube pages are taking advantage of that trend.

CGM TV is another great tool that can get listeners involved who are bored with TV.  The Mikey Show in San Diego (KIOZ) is asking listeners to send in 3-to-5 minute videos about how they listen to the show.  These will probably be very entertaining.

And every morning show should be videotaping segments for posting online.  For the cost of a digital camera, you're on the air.  Remember those hallway ambush interviews with Howard Stern's guests when he had an E! show?  There are so many reality shows around the radio station that could be entertaining with minimal editing.  The extra intern who's passing out T-shirts from the van could be creating online content.  (She probably has the skills, but you need to ask and find out.)

Studies like this Carat report underscore the importance of Radio being more top-of-mind when opportunities like the writers' strike occurs.  There's still time to do more than mindlessly voicetrack at night.

Scion Smarts

Kudos to Mark Hamilton and Entercom's KNRK for putting together a great promotion with Snow Patrol and Toyota's Scion.  Covered in Brandweek, the partnership is a textbook effort that links a cool band, a cool car, and a cool station.  It's also great use of consumer-generated talent, in this case, a listener designing artwork for the sleeve of a 7-inch Snow Patrol single.  The winner drives home a new Scion wrapped in the cover art.

It is truly gratifying to see a major youth brand - the Scion - step up and use the most efficient, highly targeted, personality-rich medium - radio - to build awareness and loyalty.  It is notable that Scion sales have fallen 30% in '07, perhaps due to marketing that was too narrow.  KNRK provides a mass appeal outlet on its own air, and by utilizing its extensive 70,000 strong email database that announces the promotion.

This is a great promotion for NRK and for Alternative radio, and it's a great example of how to meld local radio, a national brand, and music into a successful promotion.  This is the type of effort that stations everywhere should be striving to put together.

Pick 'Em

Consumers continue to rule.  There was even a contest to help decide what to do with Barry Bonds' record-setting homerun ball.  And GMC Trucks introduced a new consumer-generated contest where NFL fans will have a say in selecting the "Player of the Week."  This is just another example of a huge sponsor putting together a fan-based promotion with perhaps the world's best sports brand - the NFL.

Since championing CGM promotions before it became a fad, and introducing Ben McConnell's "Citizen Marketers" concepts at 2006's Summit, we've been working closely with client stations to ensure these initiatives are successful and buzz-worthy.  Over the past couple of years, these listener-driven contests and competitions have become ubiquitous.  And as we head into the Fall Arbitron period, many stations will be presenting CGM promotions of their own.

Recently, Ben put together a CGM checklist with Shahi Ghanem, CEO of Brickfish, a San Diego marketing firm.  I've added some commentary of my own to their great points:

1. Understand What Motivates Participation -
Of course, cash and prizes are hooks, but we have found that in the case of many radio promotions, listeners appreciate having their creativity recognized.  This might mean posting their billboard slug line on a real board, or giving them recognition on your website.  And of course, the more passionate they are about your station, the more entries you'll receive.

2. Recognize People's Passions -
Here's an area where radio has an edge.  Most of the CGM contests that we see stations sponsor are directly tied to the music or the station itself.  This gives radio a distinct advantage over Doritos, where a big prize becomes essential to participation.  Nacho cheese flavor will take you only so far.

3. Pick the Best Format for the Demographic -
In this case, Alternative and Active Rockers may be better off having their listeners use video as the entry vehicle because the target is comfortable with video content creation.  Aging Boomers might be more at home with entering a simpler caption contest, or helping to design a station's custom Harley, where they can simply click to select various features.

4. Ensure Transparency -
Ben notes that YouTube has the right idea by clearly showing how many users have clicked on a video, and how they've rated it.  Similarly, stations can do the same thing when presenting their CGM entries.  When WTPT in Greenville/Spartanburg presented a morning show billboard caption contest last year, they allowed web visitors to scroll through the hundreds and hundreds of entries.  This also gives users the chance to see how popular a contest is, and it's fun to see listener ideas - even if they're sometimes lame.

5. Maintain Realistic Expectations -
Of course, half the cume audience isn't going to participate.  But then again, that's the case with all contests a station presents.  But realistically, perhaps 1% of the audience might actually submit an entry, which is why sponsoring stations need to use their air and other media to sufficiently promote these contests.  And by giving everyone else a chance to vote for the finalists, stations can encourage more cume participation.

6. Offer Unique Prizes -
Again, this is where radio has the advantage.  Making sure the prize for the best entries is desirable can enhance these promotions.  Radio has the ability to pull back the curtain, take listeners backstage, let them sit in with the morning show, or make them a concert promoter for an evening.  If we're asking for listeners' creativity, it's incumbent on stations to show some imagination in the selection of the prize.

7. Don't Be a Bore -
One of the downsides of these CGM contests is that they are now being done everywhere.  There's more pressure to stand out when GMC, Heinz, and Dove are all sponsoring these contests.  Radio station promotions will need to do more than just give listeners the chance to design a billboard, as these promotions become more common.  This is especially the case if the station has done them in previous years.  What is different/better/more unique about this year's CGM promotion?

CGM fits radio like a glove.  These promotions tend to be fun, economical, and audience-friendly.  And adhering to the basics can make them especially effective this Fall.

What are they afraid of?

Jacobs Media's Dave Beasing chimes in on GOP candidates missing a huge opportunity to campaign like it's the 21st Century.

According to the Washington Post, the Republican version of The CNN-YouTube Debates may have to be postponed from the original September 17th date until sometime later.  There are plenty of home video questions being submitted, but there may not be any candidates to answer them.  Seems several – including two of the frontrunners for the nomination, Rudolph Giuliani and Mitt Romney - still haven’t consented to appear, as of this writing.

As Fred Jacobs wrote in this space following the Democrats’ turn, using questions submitted by YouTube’s webcammers gave the forum a decidedly populist feel – even if the producers from CNN missed an even greater opportunity by allowing questions to be chosen by an online vote.  Our own research and observations indicate that involvement in the process is important to Gen-Y.  Indeed, although the overall ratings for the Dems’ YouTube face-off weren’t high, they were the best among 18-34 year olds in the history of cable channel debates.

What do the GOP candidates have to fear?  Plenty.  Questions from the public tend to be blunt and personal.  Telling a journalist your abstract position on gay rights or health care or Iraq tends not to tug at the heartstrings.  But try answering the same questions from friendly people with real names and faces, right there on camera - that they shouldn’t adopt children, should lose their savings to cancer, or that you’re sorry their husband didn’t come home from war.

Anyone marketing a product in 2008 must give up control, allow the public to have input, and have the courage to respond to real people with sincerity and honesty.  That’s a new way of exposing yourself advocated by Punk Marketing author Richard Laermer, who will speak at Jacobs Summit 12 next month.  It’s scary for everyone.  But what we should fear even more is appearing irrelevant to an entire generation.