We’re back from the 36th Annual Conclave, and Jacobs Media’s “Summer School” sessions. For the second straight year, we put together solid “classes” that featured some great learning. And thanks to the continued revival of Conclave, we presented our curriculum to an enthusiastically large crowd, eager to advance their education. It was a fun morning.
Lori Lewis (bottom left), our newest digital and social staffer, brought her social media skills to the classroom with a great session that helped attendees better understand the rules of interactivity with the audience. Bill Jacobs (top left) connected the dots between PPM and diaries, while Ralph Cipolla (top right) schooled us on the art of tease writing, complete with a great re-enactment of an old SNL bit that originally featured Jerry Seinfeld, but was acted out by the “Mighty Conclave Players.”
Our “guest lecturers” were excellent, each bringing great content, experience, and credibility to "Summer School." Arbitron’s SVP of Digital Media and Analytics, Paul Krasinski, (middle left) took charge and talked about “Total Audience,” a new service that’s designed to track listeners throughout their day, as they move from one platform to another. As radio becomes more adept at shifting from on-air to online to mobile, Arbitron’s goal is to connect streaming data with PPM listening to help determine “what they’re doing and how they’re engaging with you.” This was exciting information, and we were thrilled it was the lead story in Inside Radio last Friday.
As many of you know, we have worked with public radio since the late ‘90s, and we always have an eye on how these stations are approaching some of the same challenges that commercial broadcasters face. To provide that context, Mike Reszler (bottom middle) – Minnesota’s Public Radio’s Managing Online Editor – put together a great presentation that offered strong evidence about the power of digital assets – how they can be programmed, managed, and generate revenue.
To describe the various ways in which the MPR audience accesses their content, Mike presented one of the best “pie charts” I’ve ever seen:
I’ll have a slice of the pecan, please.
Mike also reminded us of the importance of mobile and social, noting that broadcasters need to set goals and get serious about their digital activities.
And our final “guest professor” was marketer Michael Brandvold, the guy behind the online marketing of KISS and other iconic rock and pop performers. Mike (top middle) has been on the front lines, learning from Gene Simmons, as well as our favorite teachers – success and failure.
The KISS formula is simple – it’s all about the brand. Mike reminded the classroom about the importance of listening to the fans, and tapping into their passion. That’s been a big part of KISS’s online success. He also emphasized the importance of retrenching when mistakes are made, and not being afraid to change minds and strategies. At one point, KISS got too “family friendly,” drifting too far away from their rock roots. Acknowledging errors, moving on, and changing directions are all part of mastering the learning curve, and Michael gave us proof positive about why he’s a great marketer.
As has been the case for decades, the Conclave continues to be a standout event, and we’re proud to be a part of it. We hope that attendees got their money’s worth for their tuition payments.
Thanks again to all who attended, and please give us feedback on our sessions, our agenda, and the overall experience. "Summer School" can be enjoyable.