“A” As In “Adapt”

Jacobs Media’s social media maven, Lori Lewis, continues her Friday series on “Balance” – best practices for radio’s use of the digital toolbox.  Here’s the first letter “A” to wrap up the week:

Never before has radio’s audience been more fragmented.  Consumers have more choices in which to stay connected and informed.  The challenge for radio professionals is to understand not just where we’re supposed to be digitally and socially but how to best behave on each channel.

Facebook, apps, Twitter, YouTube, texting, blogs, and other avenues are what we use to reach consumers, build social communities, cultivate relationships, tell stories and create dialogue around the product ... but not necessarily about it.

More dialogue and less contesting can be the one motivating factor in sustaining brand loyalty over losing equity to a bunch of “one night stands.”  But how do we understand what to talk about and the best tone and style?  And is dialogue really going to make consumers remember to listen “tomorrow morning at 7:20?”

It all takes “Balance.”

And in today’s blog, let’s look at:

A - Adapt to consumer behaviors & cultural trends

Here are some key facts about the changing American communication lifestyle:

• Over 200 million in the U.S. are on the “Do Not Call” list.
• One-third of consumers research products and services online before they purchase them.
• Seven of every ten consumers who “Like” products on Facebook say if you promote yourself in their live feed, they will “Unlike” you, or worse – “Hide” you. (There is a difference, by the way.)

So how do your digital and social efforts stack up to consumer behaviors today?  Are you still using tactics that call people like telemarketing?

When your audience finds you via search or on Facebook, what are they learning about you?

Are they seeing that you push your brand and promotions on people, or that you offer mutual help and you nurture dialogue with your consumers?

Are they even finding you via search or are they finding your competition?

Here are some cultural trends that impact your station’s ability to adapt to the new channels:

• In just six months, Facebook has grown from 500 million to 600 million users.
• YouTube announced 700 billion videos viewed in 2010.
• 300 million users send over 4 billion texts a day.
• Six of every ten Internet users read blogs.

Are you utilizing the potential of these channels to reach consumers on different levels?

Or is your station still waiting for “proof” that these channels in fact do make a difference, can increase listening occasions, recall, and brand equity?

These channels continue to see incredible growth, which makes it necessary to better understand the primary purpose behind each and how consumer behavior is changing as they grow more popular.

While people expect some type of contesting and self-promotion from products like radio stations, there must be a balance of information and dialogue that benefits the audience.  The level of authenticity in how a brand gains “Likes,” "Followers," "Opt Ins," etc., is a key determinant of how long they’ll stick around.

Do you have a strategy for embracing and nurturing consumers over time, or are you satisfied with short-term tactics where you just “rent them?”

In the end, it’s your brand’s behavior on these digital and social channels that people will judge you by.  If you demonstrate that you don’t care by a lack of follow through and engagement, it sends a clear message that they shouldn’t care about you.

We only limit our opportunity to be chosen when we’re not sensitive to the primary purpose behind the cultural trends we’re tapping into as we build on our brand's equity.  Most of your audience believes that social sites can be a bridge between them and the brand.

Understand where they are, adapt to their new channels.

And build that bridge.

Comments

[Danny Czekalinski]

Great points Lori. As an air-personality you can gain an advantage over your competition by interacting with your followers. Start your day by wishing your facebook followers that are celebrating a birthday a happy day. Comment on special things happening in their lives or links they post. If you "interact" with your followers you can turn your listeners into fans. Fans are loyal. Listeners are fickle.

[Lorilewis]

Thank you Danny! You are right on! Demonstrate that you care and you'll have a longer lasting relationship. Same as in life :)

[Diamond Core Drill]

Hi..Thanks for your post..And the points you have included in your blog are perfect..