JacoBlog - Jacobs Media's Blog

Vibe, Tone, Culture

I enjoyed last Friday's post from Lori Lewis about the need to use metrics in determing social media success.  But looking at the bigger picture of brand success, I would suggest to you that it is the unmeasurable qualities that often make the difference between winning brands and losing brands.  With all those metrics, analytics, and talk of ROI, there are certain intangibles that are keys to winning.

Today, former Detroit Tiger and L.A. Dodger Kirk Gibson is improbably leading the Arizona Diamondbacks to a very respectable record in the NL West.  When asked how a team with no stars is over-achieving and keeping pace with the world champion San Francisco Giants, Diamondbacks GM Kevin Towers attributed this new-found success to Gibson:

“The team has taken on Gibby’s personality.”

The tone with Gibson was set many years ago, and is typified by a true story that occurred when he was traded to the Dodgers in 1988.  The team wasn’t doing well, and during spring training, another player played a typical prank on Gibby – the old shaving cream in the hat trick.  Instead of an easygoing reaction, Gibson exploded and questioned the team’s intensity, openly suggesting that these types of pranks were part of the reason why the Dodgers were losing.  The team went on to win the World Series that year, punctuated by Gibson’s famous home run that always makes ESPN’s list of clutch plays, like a scene out of “The Natural.”

Fast-forward to Gibson’s first managerial gig with Arizona, and you have some insight into how any organization can succeed on the strength of sheer leadership - without management seminars, off-sites, and the other crutches that companies use to try to manufacture results.

Sometimes it’s so simple to asssess which organizations, brands, and yes, even radio stations are successful with three simple tests:

1. It’s in the walls. Walk in the front door and down the halls and you’ll immediately determine the stations that have energy and pride.  Some stations – and I often think of stations like 98Rock (Sacramento) and KISW (Seattle) – simply exude a fun, exciting, and vibrant atmosphere.  When I visit operations like this, it almost makes me want to get back into day-to-day radio.  (OK, not really.)  On the other hand, you can sense a station that is bland, vanilla, and lifeless, too – the operations that look and feel like insurance companies – not living, breathing entertainment outlets.

2. A station takes on the personality of its PD. This goes right back to the Gibson story.  And I see it every year as I visit client stations or assess the competition.  All the ratings, research, and other tools in the world can’t make up for dispirited or unimaginative PDs.  On the other hand, the motivated, energetic, don’t-take-no-for-an-answer programmers find a way to win – with or without the tools.

3. The tone you set in the first 30 days…
…is the tone you live with for your entire time programming a station.  Gibson took care of that with the Dodgers in '88 in spring training and it helped carry the team to a championship.  Conversely, we see PDs who commit serious flaws in that first month, assuming they understand the culture or the people, installing a template that won for them in the past, or simply not communicating with the staff in a meaningful, honest way.  Programmers who are cognizant that all eyes are on them during that so-called “honeymoon period” are the ones with the best chance of success.  That’s not to say that it isn’t possible to reinvent oneself, but it’s truthfully difficult once those first impressions harden.

None of these traits is rooted in ratings analysis, music scheduling, or applicant testing.  But they are often visible and in evidence in successful operations, be they public or commercial radio – or perhaps in any business enterprise with a staff of five or more.  If you open your eyes, you can see them - or the lack of them - clearly.

Setting the tone is a difference-maker.

With thanks to Scott Adams.

The Worst Moments

It is so easy to look good when you’re winning, when it’s easy, when the sun is shining.  But what about when you suck or the competition is eating your lunch or things are just going wrong?

Seth Godin suggests those times are a real window to your true personality.  As he so eloquently puts it, “The worst moments are your best opportunity.”

Our Detroit Pistons are experiencing this now, and it’s not pretty.  As everyone knows, the city of Detroit has been in a deep recession for several years.  Under these difficult circumstances, the Pistons have sadly acted out, underscored by a highly publicized, amateurish boycott of practice by a number of players several weeks ago.  There's drama on the players' bench just about every night, during a season that just won't end.  

Many remember it wasn't that long ago when the Pistons won a championship and their blue collar, hard-working reputation was the envy of the league.  The truth is, bad behavior during a difficult moment can essentially reverse years of positive branding efforts.

And then there’s the industry in which you work.  Every business has had a tough go of it over the past few years, especially media.  Layoffs, disappointing ad sales, and other major speed bumps have been the norm, not the exception. 

For those of you working in radio and other traditional media, you had the opportuity to see your boss’ (former or current) true colors.  How did he handle the adversity – with class, grace, honesty – or just the opposite?  Was she innovative during a time of stress and pressure, or did she rant, rave, whine, and make excuses? 

Here at Jacobs Media, it’s been a lesson for us as we’ve had to endure some of the same “resetting” experiences as a company that many of you have gone through as individuals.  You learn a lot about yourself – how you handle the pressure, respond to the challenges, deal with your staff – and certainly a lot about your clients.

The ones who picked up the phone and had those tough, but honest conversations.  And the ones who used the recession as an opportunity to downsize, squeeze, crush, and ultimately prosper.

The industry knows who’s who.

The worst moments are your best opportunities to learn about yourself – and who signs your paycheck.

Social Networkiness

Every time you turn around, it’s another one of those polls or city rankings that are designed to get you talking and generating lots of tweets.

Well, earlier this week, it was the pecking order of America’s cities based on their "social networkiness."  (I made that one up, not Stephen Colbert).  Yes, Mashable reported on the 100 most socially networked cities in the U.S., thanks to an elaborate study from Men’s Health.

They aggregated Facebook users along traffic from MySpace (that couldn’t have amounted to much), Friendster, Reddit, and Digg.  They even glommed in households using chat rooms and blogs.

And what do you know – Washington, D.C. is the standout city for social mediology, while Detroit finished at the bottom for big metros, and at #94 out of 100.  At the real bottom was El Paso.  And Fresno, Bakersfield, Lubbock, Stockton, and Laredo somehow finished below the Motor City, too.

My Detroit clients were wondering about what this all means, and they raised good questions about whether Motor City residents are living in some dark age.  But there’s evidence to the contrary, and I’m here to tell you about it.

A similar ranking – this time on the social network prowess of NFL teams – came out last fall.  And while America’s Team, the Dallas Cowboys, was on the top of the heap, the surprising runner-up was none other than the lowly Detroit Lions.

Now you’re probably wondering how on earth this could happen, but the Lions finish in this social media horse race says a great deal about the space.  You see, the Men’s Health poll is more about raw numbers of social media friends, followers, and clickers.  But the Lions success in this area speaks to perhaps more important measures.

Despite the team’s abysmal record over the past few decades, Lions fans are perhaps the most passionate in America. It’s not always good passion, but of course, that’s what makes relationships.  If you think about the people you’re closest to, not all your interaction is light and positive.  Sometimes emotions flare, and love and anger can co-exist.

And that’s what the Lions have been up to since QB Bobby Layne put the curse on them back in 1958 when they traded him to the Steelers.  The Lions have pretty much sucked ever since, but that hasn’t stopped their fans from generating mass quantities of emotional furor, second only to Jerry Jones and the Cowboys.

If you don’t buy into this notion that real social networking is about relationships and not metrics, then check "The Bible."  Arbitron released radio ratings for every NFL team in a PPM market.

No surprise – the Steelers are right on top.  But then as you work down the list, you can see those Lions sitting at a cool #6 with better than a 40-share of 25-54 men.  Not too shabby for a team that hasn’t won a playoff game since the first Bush administration.  And that’s George Herbert Walker.

That speaks to passion, and passion is what makes relationships, and relationships are what social media is all about.  When Detroit fans see Honolulu blue and silver, they see red – and they wear their emotions on their sleeves.  (Can you imagine what will happen when this current group of Lions finally makes the playoffs again?)

So whether your city is in the top ten in this new Men's Health survey or hanging around near Detroit, your social media standing as a radio brand is in a different league.  What does your station do to stir up passion?  How are you moving your fans?  What kinds of relationships are you building with listeners in your town?  How is your staff connecting on an emotional level with the folks who tune in the radio and those who choose to advertise on it?

The answers to all those questions say a lot about your success in the areas called Facebook and Twitter.  Are you creating metrics or are you nurturing relationships?

That’s what "social networkiness" is all about.

They Shoot, They Score

This morning’s post comes from consultant Bill Jacobs who loves hockey and Facebook.

When you think of rabid fan bases, you think of sports teams, and yet many of them are only doing the basics of social media – which is not unlike what many radio stations are doing.

Not long ago, pioneers like Dallas Mavericks owner Mark Cuban and Washington Capitals & Wizards owner Ted Leonsis were at the forefront of social media for the simple act of answering emails from fans.  While stations have mastered that art form as well, many have light years to go before truly hitting that level of full integration and communication in order to make social platforms a destination.

The New Jersey Devils of the NHL have taken a major step toward integrating social media and fans.  I don’t know about you, but when I think of the Devils, I think of Puddy from the old Seinfeld show.

Maybe he could have been one of the “Generals” that was recently announced by the Devils as part of their new “Mission Control” initiative.  It’s the first of its kind in team sports history.

What’s different about it?  They’ve actually dedicated space to fully monitoring every aspect of their social media initiatives from blogs to Twitter to Facebook.  But what makes it truly unique is that much of the staff is made up of real fans, dubbed Devils Army Generals.

Watch the video here:

 

>EMAIL RECIPIENTS: CLICK HERE TO VIEW VIDEO<

The Devils have identified and hired 25 diehard social media savvy fans to man “Mission Control.”  These Generals monitor and engage fans through social media using nine monitors, 10 iPads and two HDTVs to ensure that the organization keeps it pulse firmly on the conversation at all times.

In essence, the Devils have crowdsourced its social media efforts in a clever way at a time when most other businesses have yet to hire even a single person dedicated entirely to social media.  Certainly, that’s the case at the vast majority of radio stations.

It starts with a plan and a will to execute it.  Social media author Greg Verdino told us last summer, “Everyone in the audience has an audience.”  Connecting some of your best customers and most savvy social mediologists to their networks is just a starting point for communicating with fans. Allowing fans to connect with the team when and where they want is at the heart of this strategy.

The Devils have the right idea.

Imported From Detroit

Today’s blog post name is made up of words that I never thought I’d ever see strung together.  Imagine: Imported From Detroit

But in Sunday’s Super Bowl, Chrysler may have coined an iconic phrase with their 2-minute tribute to the Motor City.

Talk about nailing it.  Yes, the spot has won the Brand Bowl 2011 best in show among Twitter users.

But anecdotally, I am hearing from many friends – and many of you – who know where our company is based and what it means to us.  Thanks for those nice calls, emails, and tweets.  And thanks to Chrysler and Eminem for having the balls to say it.

 

>EMAIL RECIPIENTS: CLICK HERE TO VIEW CHRYLSER 200 VIDEO<

This marketing gem may also be a signal of reinvigoration of the American car market, and perhaps the country’s historical love affair with cars. Given the automotive has historically been the top category for radio advertising, this may be a great omen. 

Maybe you also noticed that one of the other highly popular Super Bowl spots was Volkswagen’s mini-Darth Vader ad that couldn’t help but make you smile.

Perhaps there are other messages in the fact that some of the best audience reactions were for car spots, as hard as that is to believe.  And what it suggests is that a powerful marketing message can help energize just about anything.  The American automakers. Chrysler. Detroit.

Even radio.

The Best PD…in Hockey!

Who says jocks don’t make great programmers?

For a great real-life example, let’s look at Brendan Shanahan, formerly an iconic player who is morphing into an even better programmer… and marketer now that he’s an NHL executive.

The NHL All-Star Game played last weekend is a case in point.  Of all the all-star games, this one’s a turd.  (OK, the Pro Bowl isn’t much better.)

But instead of blowing up the concept, Shanny’s prescription was to fix it and make it better.  And he did that by tying into the jock/fan emotion and trying something potentially risky.

In every other all-star contest, the divisions essentially create the teams.  If you play in the West, those are the colors you wear.  And the coach simply looks down his bench to a team that is essentially picked by fans and/or the league.

But this time around, Shanahan went right back to the schoolyard.  We’ve all been there.  Two captains are appointed, and they pick the teams – or choose up sides.

All of those emotions that we all remember on the playing field are being shared by millionaire hockey stars, waiting to find out about their all-star pecking order.

As he explained it, “It was just, if a player could get his hands on (the all-star game), what would he do?  And this was my best guess.”

And he adds, “It’s something that all of us, especially in hockey grew up doing.  Stand back and the captains will pick teams.”  In this case, Detroit Red Wings defenseman Nick Lidstrom, and Carolina Hurricanes forward Eric Staal.

And what are the outgrowths of this change in format?

1. Fans are involved in the strategy. The Internet has been loaded with all kinds of tips, opinions, and tactics that fans and hockey pundits are bandying about for Lidstrom and Staal.  With the old format, the fan was essentially out of the game, passively sitting in the arena.
2. The players are engaged. Imagine how the last guys picked on both sides feel?  Believe me, they haven’t felt that way in 20 years.
3. It’s a cume-builder. The NHL is challenged to grow its fan base.  This unique change in format is just the thing to bring new people into the game.
4. It’s a ratings booster. The numbers are out and the NHL is saying that Versus ratings were up 33% over the last televised all-star game back in 2009.  
5. It’s relatable.  This format brings an all-star game right down to fan level.  And as consumers have a stronger desire for transparency and going backstage, this glimpse into a different side of the NHL is brilliant.  Does it make for a better game?  Who cares?

An NHL fan tweeted, the #NHL all star draft was pretty cool, enjoyed watching superstars sweating it out.

And the draft itself had no shortage of drama… and as it turned out, humor.  One of the unintended consequences was that not only did the choosing of sides aspect of the game take the players back to their youths, but the fans got all the wisecracking that came with it.  And it made for an entertaining show.

And unlike past years where nothing essentially happens leading up to the game, all of these questions started flying around bars, chat boards, and forums:

Who would be the first player chosen? (Eric Staal’s teammate, Cam Ward)

Who would be the last player picked? (Toronto’s Phil Kessel)

And would the Sedin brothers who have always played together finally end up on separate teams?  (They were.)

The game itself was a typical blowout – 11-10 in favor of Team Lidstrom.  But there were some surprises (a penalty shot in the NHL All-Star Game), not to mention that both Sedins survived being in different uniforms.

A great deal of credit goes to “PD” Shanahan for his vision and trusting his gut.  It made for something very innovative for a league that sorely needs it - especially from an event that universally dull.

And as in radio where programmers know a good idea when they hear one, wonder if Shanahan's brainchild will end up shaping the future direction of some of these other "all-sstar" games? 

Let's hope so.

Game Highlights

This morning’s post comes from Paul Jacobs who has obviously spent much too much time watching NFL Football this month:

What was your favorite play from last Sunday’s AFC Championship game?

It was an exciting game, played by two hard-hitting teams.  And despite a seemingly insurmountable first half lead for the Steelers, those Ryan-led Jets came back to make a game of it.

But I thought some of the most memorable moments occurred off the field and behind the scenes.

Sorry Jets and Steelers fans, because two of the most outstanding highlights aired back to back during a commercial cluster in the middle of the game.

First, a commercial for Volkswagen’s Jetta using a couple of iconic dancers from 70-odd years ago:

 

 >EMAIL RECIPIENTS: CLICK HERE TO VIEW VOLKSWAGEN'S COMMERCIAL<

And then this commercial for IBM, featuring a certain comic genius whose classic humor is a great setup for new technology.

 

>EMAIL RECIPIENTS: CLICK HERE TO VIEW IBM COMMERCIAL<

It shows once again that great content never goes out of style.  And classic figures and stars will always have a place in the pop culture zeitgeist of any time period.  It is – and always was – about building great personality brands.

So who do you like in the Super Bowl?  (And which classic stars from yesteryear will appear in these multimillion dollar commercials?)

Just Say “Yes”

By now, you’ve seen that black-bearded, whacked-out closer for the Giants, Brian Wilson.  He has a real handle on how celebrity, digital, and customer service merge together. Maybe it’s because he’s a tech-savvy Bay Area player.  Or, maybe he just gets it.

Here’s a recent quote about why players should be fan and media friendly:

“I always want to sign autographs.  Fans pay to see us.  We should talk with the media because the media helps with the connection, especially with Facebook and Twitter and everything.  It gives fans an emotional attachment beyond drafting us for your fantasy team.  Maybe now, they find out what we eat for breakfast on Thursday.  When you sign for a million dollars, part of it is saying ‘yes’ when a kid asks for an autograph.”

You can project that quote on the screen during next year’s Morning Show Boot Camp.  Whether you’re playing sports or you're on the air, making a million bucks or just $30 grand, in the major leagues or a small market, the connection to fans has never been more important.

Consider that 12 million people are now “fans” of Major League Baseball on Facebook (or one of its teams) – triple from last year’s level.  According to USA Today, the MLB smartphone/iPad app is opened 1.9 million times a day.

It is about connecting with fans in new ways that are more intimate and personal.  For sports, this is yet another avenue for creating more loyalty and fan engagement.  Friends, fans, and followers who tweet and Facebook message throughout the games – and then before and after – are in the process of becoming social media "reporters" and champions of the sport.

For radio, these tools aren’t just important to bring listeners into our world.  They are critical if we are going to find new ways to grow in an increasingly competitive entertainment and media space.

Pandora doesn’t have personality.  Neither does your iPod.  Social media is the avenue for generating fan satisfaction while meeting new "friends."  Now stations simply have to develop strategies to capitalize on these incredible resources.

Play ball!

Tipping Point

How does a company – or for that matter, an industry – know when an experimental effort has reached critical mass?

The NFL is attempting to answer that very question as the new season kicked off last weekend in the area of content delivery.

Of course, most of us watched our favorite games on cable or satellite television.  But an important minority viewed them on mobile devices or in 3D.

That “leading edge” group is what the NFL is focused on as they literally experiment with new technology in the hope of finding that next big thing.  As The New York Times reminded us last Sunday, the NFL cut a deal with ESPN back in ’87 to exclusively televise games on cable.  And the league partnered with DirecTV in ’94 to offer a package so that fans could watch games that were not broadcast in their markets.

The NFL is no stranger to cutting edge distribution concepts, and that’s why they broadcast a pre-season game this summer in 3D, while also offering fans a chance to view exhibition games live online.

Are there dangers here?  Of course, because the NFL has to be concerned about how online broadcasts might cannibalize its satellite and cable revenue.

But the league is forging ahead, attempting to determine how content and gadgetry will come together in a multi-media future.

A quote from Brian Rolapp, the NFL’s SVP for media strategy and digital media, caught my eye:

“You go in this dance for a certain amount of time, and eventually there’s a tipping point where there’s enough content where adoption starts.” 

Rolapp may have been talking any number of experiments, but this discussion is near and dear to many broadcasters in radio.

For Bob Struble and Peter Ferrara, the tipping point for HD Radio is a regular conversation starter.  As Ferrara explained to me last year, the process of achieving mass acceptance for HD Radio is like pushing several wheel barrows up a hill at the same time: auto company acceptance, in-store adoption, consumer interest, and broadcaster buy-in.  Obviously, those “wheelbarrows” are going to climb at different speeds, but the key is to keep them all moving northward.

For other broadcasters, tipping points might be something totally different.  They could be about when digital revenue passes broadcast revenue for stations.  Or when the percentage of listeners tuning via streams surpasses the broadcast signals.

You may laugh at this, but I remember the shock on the faces of lots of AM broadcasters when FM listening hit its tipping point.

And believe me, back in 1968, that event didn’t seem possible either.

But with all of these tipping points, it takes courage, experimentation, and even a WTF attitude at times.  But given the change in the air, the last thing that any entertainment company should do – even one with all the marbles – is to stay the course.

Even the NFL.

We’re A Guy Station

How many times have you heard that line uttered in a strategic meeting for a Rock station?

Many Rock PDs feel that women just aren’t around in big enough numbers to matter.  And in fact, when you’re testing music (especially during these days when 100 respondents have shrunk to 90 or maybe even 80 or…), the “Law of Focus” always rears its head. 

And so you end up just testing against men.

But the reality – as we see in PPM and elsewhere – is that there are a lot of women listening to Rock radio.  And in fact, if you program, manage or own a Rock station, I’ll bet you there are a lot more women in your loyalty club/email database than you think.

I know this because after six annual Technology Surveys among thousands and thousands of Rock, Classic Rock, and Alternative fans, we consistently see female respondents around the 40% mark.

So while women may not be the dominant species at the vast majority of Rock-formatted stations, they make a sizeable contribution.  In many cases, it’s about cume rather than duration – but they’re there.

The amazing thing is that this phenomenon occurs in the online world, too.  comScore now reports that nearly as many women visit sports-themed websites as men – they just don’t hang around as long.

As the chart clearly shows, website reach nears parity among progressively older men and women.

And it’s not just sports.  The same basic relationship occurs for automotive and technology themed sites, too.

This suggests that perhaps some of the gender differences that we believe exist are more perceptual than real.  Anecdotally, we often see women behave more like stereotypically men – from sitting in the corner office to partying to everything else.

This sense of "equality" may be permeating their online and pop culture tastes.

Where It’s At

"We have to go where the audience is.  If people are hitting the iPad like crazy, or the iPhone or other mobile devices, we've got to be there with the content they want, when they want it."

That’s USA Today Editor John Hillkirk, explaining why the paper is going through a major makeover to focus on reaching readers on mobile devices.

Keep in mind that this is the second largest newspaper in the country.  While laying off roughly 130 workers, USA Today is undertaking a major overhaul in the face of circulation declines of roughly a half million readers in just the past three years.

Legacy brands can wait for the tidal wave or proactively move into spaces and platforms that have already become consumer destinations. 

Wayne Gretzky’s quote about skating to where the puck is going to be has become a cliché in marketing circles.  But he was one of the few gifted players who saw the game differently.

Today, you don’t have to be The Great One to know where the puck’s going to be.

It’s already there.

It’s A Guy Thing

As we learn more about who’s using what from so much of the research that’s being conducted, from Alan Burns’ new study focusing on women to our Technology Surveys that are comprised of thousands of rockers, certain patterns are taking shape.

Women are more social creatures to begin with, which leads to the obvious finding they’re more comfortable on social media sites like Facebook.

But men tend to be more gadget conscious, so it’s also no surprise they tend to be smartphone owners.  We saw this in our recent Tech Survey, and now it’s backed up by comScore.

comScore suggests a bit more of a gap between the genders, but the skew toward men is pretty obvious when it comes to running out and buying that iPhone or Droid.

There are also indications that when it comes to mobile web services (i.e., apps), men are in front.  But women are more into games, ringtones, and music, while both genders are doing lots of social networking on their phones.

In the expanding area of mobile video, there is also some parity, but men spend more time watching videos.  This is another streaming medium where we’ve also seen strong growth in our surveys, leading us to strongly push for more video content on Rock/Alternative station websites – and on mobile applications, too.

These trends bode well for Rock stations as they attempt to assimilate some of the key changes that are impacting success in 2011.  On the one hand, Christmas music and play-by-play sports are distractions that create ratings pressure.  On the other, PPM tends to look favorably on well-branded, strongly programmed Rock stations.

And now with mobile being yet another conduit for great content, the world’s fastest growing, most exciting platform presents opportunity for radio’s two most important constituencies – audience and advertisers.

Stunts

We’ve all done them – morning show and station stunts designed with one thing in mind:

To get attention and energize the audience

Isn’t that essentially what this LeBron James "Decision" show was all about?

But stunts can backfire and often produce unintended consequences.  And by studying other stunts and promotions, we can better understand what makes them work and when they go wrong. 

So let’s take a look at the winners and losers in the LeBron mess:

Dan Gilbert – LOSER – And I’m not referring to the $100K fine the NBA levied on him.  For Gilbert, that’s pocket change.  But while his angry stunt may have temporarily activated season ticket holders and jilted Clevelanders, the long-term damage to recruiting other high-profile free agents to his team is inestimable.  Who wants to work for an owner who goes off like that?  And wasn’t he recently chasing MSU’s Tom Izzo, hoping he’d leave his players and fans in East Lansing?

ESPN – LOSER – And many of you may disagree here, especially after looking at the ratings.  But this was a bad programming stunt that sets a ridiculous precedent for the future.  Will A-Rod demand an hour-long special for his next mega-contract?  And you know that Carmello Anthony has to be wondering how he can leverage more coverage when he signs on the dotted line next year.  Who enjoyed this spectacle, outside of South Florida fans?

Jesse Jackson – LOSER – As if this affair wasn’t outrageous enough, the Reverend has to somehow turn this into a racial issue – another bad stunt to get his face in the news.  At this point, the only African Americans this guy represents are his immediate family members, and some of them are probably trying to distance themselves from him. 

Dwayne Wade and Chris Bosh – LOSERS – Sure, they’re making all the money, and their chances at championship rings just got much better.  But they now play for the most hated team in the NBA, and the pressure is ON.  And of course, they’re going to have to figure out how to share the ball and the spotlight with The King.  And because they've taken the bulk of the available money, they'll be surrounded by secondary or even tertiary players in what ultimately is a team sport.

Cleveland – LOSER – This is nothing new.  And by pinning their hopes, dreams, emotions, and dollars on this guy, being dumped in the most public and humiliating way had to be even more painful.  There’s no way to put a good spin on a major market that simply cannot find a way to win anything, and now has been set back at least a decade by this debacle.

The NBA - LOSER – David Stern did his best by calling out (and fining) Gilbert, LeBron, and ESPN.  But this move smells like collusion to many fans who have a problem with the idea of a dream team that was manipulated by Wade, Bosh, and the always slimy Pat Riley.  And because Heat games will be televised just about every weekend this season, fans will get even more sick of this affair.  But in the long run, the NBA may suffer long-term damage as its poster player has been dented by this stunt, and will never have that "Witness" glow again.  For a league that thrives on superstars, this one has been downsized.

LeBron - THE BIGGEST LOSER - What a moron!  His stock (outside of Miami) is sinking.  He came off as a narcissistic sell-out who will obviously stoop to any level to garner attention, including using children as props for his announcement.  While parents of highly recruited athletes make it a point to have their kids personally call the coaches of the teams they’ve rejected, LeBron set a horrible example with his global lack of common courtesy, respect, and gratitude to Gilbert, Cleveland, and the owners and fans of the teams that competed for his talents.

Many of the true greats in the NBA – Bird, Magic, Isaiah, Michael, Kobe – found a way to make it work with their original teams.  By leaving Cleveland, LeBron admits failure with the Cavs and acknowledges his own inability to lift a team to a championship.  He now sets himself up for the highest-visibility challenge with “The Three Kings.”  And the way he did it insures we’ll never watch a LeBron TV commercial the same way again.

Kobe – WINNER – By having absolutely nothing to do with any of this, and keeping his mouth shut throughout.

Tom Izzo - WINNER - Just because.

That’s the thing with stunts.  They have a high likelihood of getting attention and making noise.  But the collateral damage can overwhelm the original goal of the promotion.  Sometimes, these variables can be worked out with planning and preparation.  But at other times, stunts veer out of control, and become hijacked by the consumers they were designed to shock, surprise, and awe.  It often happens when the genesis of a stunt seems like a good idea ("Hey, let's produce an hour-long show to dramatically announce LeBron's decision?") at the outset, but isn't properly thought through to its conclusion.  Great programmers always ask themselves, "What can go wrong here?"

Stunt carefully and do your best to visualize the beginning, middle and most importantly, the end.

Game Set Match

What are people speculating most about this summer?

For people in Cleveland (Chicago and Miami), it's the next destination for LeBron James.

For millions of others, its whether Verizon and Apple will come together to produce an iPhone anytime soon.

Now the rumors, buzz, and blog chat may be coming to an end as many sources are now reporting that AT&T's hold on Apple's iPhone will end early in 2011.  This is good news for many Verizon customers, who number more than 92 million strong. 

Most analysts agree this could be the next breakthrough moment for Apple and the iPhone.  And I'm one of them. 

If you think the iPhone has been an incredible story to date, the combination of this hot device and Verizon is more than powerful.

It could be the whole enchilada.

Hot

This is already becoming an amazing baseball season - some great rookies, perfect games, the "imperfect game," and now phenom Stephen Strasburg of the Washington Nationals who is the must-see player of the year - and he's only pitched two games.

But fans know something special when they see it - and so do smart baseball execs.  The picture below is an entire booth dedicated to just Strasburg wear.  The reason it has significance, however, is that its location is Progressive Field in Cleveland, where Strasburg pitched the other night.

The Indians know a good thing when they see it - even if it's only for one night and they went for it.  (By the way, some fans were referring to the game as "Strasmas," with all due respect to that big holiday in December with a similar name.)  

As the Indians' VP of PR, Bob DiBiasio, commented on a Washington Post blog, "We just wanted to maximize the opportunity.  It only makes sense." 

Knowing when something's hot and having the ability to react to it is something that radio used to do very well.  Our Keith Cunningham who writes SmartPrep each week for Jacobs' clients understands this like no other.  Many big events have a short shelf life - you either walk through the window of opportunity or it's gone.  Or someone else in the market does it while you're still waiting for approval.

Of course, the Indians don't make Bob DiBasio also oversee PR for the Reds nor do they make him run batting practice or update the website.  My bet is that is he has one dedicated job:  coming up with cool, compelling, buzz-worthy and profitable promotions for the Cleveland Indians organization.  And I'll also bet that when he went to his bosses to pitch them on investing thousands of dollars to buy jerseys for the other team's star, they didn't tell him he'd have to wait until third quarter to spend the money.  Or that he shouldn't be promoting the opposing pitcher because it might make his players unhappy.

There is something lost when radio slashes personnel to a point where there simply isn't the time, the resources, or the bandwidth to do something - right now - because it's the right thing for the organization and its fans.  And sometimes management has to take a short-term financial risk in order to benefit over the long haul.

It is about thinking big, making a quick call, taking a chance, and having the people in place who can seize that opportunity.

Play ball.

Goodbye, Coach

This past weekend, the world of sports lost perhaps one of its most legendary icons - John Wooden - who passed away at the ripe old age of 99.  Last fall to commemorate that birthday, we posted the following blog, reposted this morning in his memory:

Earlier this week, former UCLA basketball coach, John Wooden, celebrated his 99th birthday.  Now for some of you too young to remember Coach Wooden's accomplishments, let me remind you that his Bruins teams won 10 NCAA championships (making those office bracket pools pretty predictable), and seven of those national titles in a row.  

But Wooden's more meaningful contribution may have been in his personal impact on his players, as well as on those of us who have benefited from his teachings through his books and quotes.  One of his old Bruins players, Andy Hill, has become a Wooden disciple and has made a second career by espousing Coach's philosophies.  His book, Be Quick But Don't Hurry, became a favorite in our office because of its obvious analogies to our business dealings. 

A number of years ago, Andy was a Summit speaker when our conference was held in L.A. as part of the Radio & Records Convention.  A former TV executive, Andy's motivational speaking has helped bring Coach Wooden's ideas to many corporate managers. 

I thought that in acknowledging Coach's 99th birthday, I'd leave you with a few of his better quotes, and ones that we can most definitely apply to the way we view our jobs and our stations today. 

"A coach is someone who can give correction without causing resentment."

As a guy who managed sports egos, this advice translates so well to managing air talent.  It's a fine art to be able to dispense advice and criticism in a way that is accepted and adopted. 

    "Do not let what you can cannot do interfere with what you can do." 

It's like Coach knew there would be a Great Recession.  While many of us are hampered by conditions that are outside of our control, it sometimes gets in the way of the tasks and accomplishments that we can achieve.

"It's the little details that are vital.  Little things make big things happen."

It's so easy in these challenging times to drop some of the small balls, but of course, they impact the big picture items.  I thought of Steve Goldstein's "Brilliant At The Basics" mantra when I read this quote.

    "Failure is not fatal, but failure to change might be." 

And this from a guy who won all those championships, and could have easily gotten into the "But we've always done it that way" rut.

I saved that quote for last because it speaks volumes about the road ahead in media and specifically, radio.  It is easy to stay married to a familiar and comfortable past, but a little discomfort is a small price to pay for forging ahead, looking at your world differently, and not being afraid to change.

Happy birthday, Coach.

Perfect

I know there are more important things than baseball - the oil spill, any number of foreign crises, the economy - but I simply cannot get Detroit Tiger Armando Galarraga's perfect game - that wasn't - out of my mind. 

As a baseball fan for many decades, I have never been more disappointed by the outcome of a sporting event.  I know there are Buffalonians who will argue that point, but the admittedly blown call by umpire Jim Joyce with two outs in the ninth of a perfect game is one for the ages.

For Galarraga, it deprives him of sports immortality (although he may end up achieving it anyway), not to mention potentially millions of dollars in compensation over the succeeding years.  And yet while his teammates, manager, and 17,000 fans screamed, shouted, and protested over a call that umpires get right 999 times out of 1,000, Galarraga just smiled. 

After the game, he was philosophical, empathetic to umpire Joyce (who apologized), and took it all in stride.  Instead of the story being three perfect games in less than a month, it will instead be about whether baseball will get instant replay. 

But for me, it was about Galarraga's grace and cool when Joyce made the improbable safe call at first.  How would Curt Schilling, Jack Morris, Roger Clemens, or even Nolan Ryan have reacted in the same circumstance?  How would any of us have handled this disappointment? 

On cable news and on ESPN, we see a constant parade of celebrities, politicians, and athletes who have been dissed, wronged, and disrespected.  And almost always, these moments are accompanied by shouting, posturing, denial, and blaming.  It is so rare when anyone accepts responsibility, much less takes a major disappointment in stride. 

Over the last couple of years, many of us have had to face some uncomfortable events and circumstances, often out of our control - the loss of business, job termination, the erosion of 401ks and retirement plans, and other tragedies that were unforeseen.  I think about my own reactions to bad news, and the quotes I read in the industry trades from CEOs along with the angry tirades and nasty rumors that are on chat boards every day.

It is easy to handle it all with charm during good books, great revenue quarters, and fun times.  It is a whole other situation when the world is crashing down.  That's when you learn what people are about.

And then I think about Galarraga who pitched a perfect game that will never be recorded that way in the record books.  And I also think about Joyce who had the balls and class to admit a wrong and to apologize for it. The next day, Galarraga brought the lineup card to home plate where he and the umpiring crew had the chance to spend a moment.  While Joyce was overcome with emotion, Galarraga gave him a pat on the back.  That moment may have overshadowned the blown play at first base the night before.

And I'm thinking that's the story and the lesson that's there for all of us.

Should I Stay?

In focus and L.A.B. groups over the past year, I continue to be impressed by how many radio listeners enjoy participating, rather than be the passive consumers most have been for their entire lives.

Maybe it's the explosion of shows like American Idol, where the whole country can vote for the up and coming stars they love - or hate.  Or the way that Major League Baseball continues to tally fan votes for the All Star Game.  Or whether the mass adoption of Facebook and other social networks simply provides everyone with a forum for opinion, comments, attitudes, and observations. 

As many mourn the death of journalism as we have known it from the traditional Fourth Estate persepctive, the end result is that everyone has become a writer, reporter, observer, pundit, and maven.  

So what does this mean for radio, personalities, and teams?

The audience wants to be involved in your life, and revels in having a say over the things you do.  This isn't as ominous as it sounds, and in fact, can be engaging and loyalty-inducing. 

A recent case in point is Toronto Raptors' star Chris Bosh.  Nearing the end of his contract and the dawn of his free agency, Bosh has a big decision to make.

And in social media fashion, he's turned to his friends and followers for advice.

Late last month, his tweet to his more than 100,000 followers (think about that) was:

"Been wanting to ask.  Where should I go next season and why?"

Sure, this is a good topic for sports talk radio, but it's an even more interesting discussion on Twitter.

And to clarify the question an hour later, Bosh offered this more succinct tweet, with a nod to Mick Jones:

"OK... Let me rephrase the question.  Should I stay or should I go?"

Some of the media observers have interpreted these missives as Bosh needing attention, love, and affection.

I think he's stirring it up, engaging fans, circumventing the media, and creating a great soap opera - all at no cost, thanks to the viral nature of our digital environment.  

This isn't hard, but it does require that personalities open themselves up, provide some transparency, and actually be willing to face the good and the bad from their audience.  For professionals who enjoy the privacy and physical anonymity offered by a mic and a hunk of glass in a soundproofed room, this is a major leap.

But it is also a way to continue to be a part of a conversation that is rapidly passing them by.  Consumers are finding other media personalities outside of radio to worship, while broadcast owners are wondering whether the ratings they generate are worth the salaries they pay.

At a time when broadcast managers now have to grapple with issues like who owns social media assets, personalities and management teams have a great opportunity to work together to rekindle some of the fan flames that have not been especially hot these past few years. 

Long Gone

Yesterday, radio listeners and sports fans alike lost a true icon.  So did we as broadcasters.

Ernie Harwell, the voice of the Detroit Tigers, passed away at the ripe old age of 92.  For decades, Ernie was the radio connection to the team, and served as the voice that many of us associate with baseball and growing up, sharing games with dads and other family members, and simply living here in Michigan.

But Ernie's influence was even greater because he was a true gentleman who respected others, big and small, while always finding the good in everyone and everything.  As I listened to Ken Calvert and Jamie Samuelsen on WCSX open up their show to fans, players, and friends (something you won't hear on Pandora, by the way), and Drew & Mike play back some great Ernie moments from their incredible archives, I'm reminded about how different broadcasting is today.

In short, Ernie defined civility.  At a time when ratings are made by shouting, screaming, and insults, Ernie must have secretly despised "shock jocks" radio, Reality TV, and most talk radio.  Yes, these genres entertain - but at a cost.  Someone is always the victim, and anger is the fuel that propels these shows.  Ernie didn't speak that language. 

It all came to a head in late 1990 when the Tigers and WJR made perhaps the dumbest personnel decision in the history of radio when they fired Ernie in an effort to ostensibly go after younger demos.  Now I've been a part of some bonehead hiring and firing decisions, too (Phil Hendrie was the first morning guy at KLSX in the late '80s, so there you go), but none was bigger and more outrageous than Ernie being ousted from the Tiger Stadium broadcast booth.  

The move inspired public outrage unlike anything I've seen before or since.  The entire state of Michigan was incensed, the rest of the media went crazy, and WJR was deluged with calls (and probably death threats).

The only person who displayed not a trace of anger, remorse, or negativity was Ernie.  In today's world, a similar situation might inspire lots of tears or bravado or a Facebook fan page protest (think Conan), and other "viral" attempts to persuade management to reverse their decision.

In Harwell's case, he let nature take its course.  The "new and improved" play-by-play team didn't have a chance.  And a couple of years later, Ernie was back behind the mic where he belonged, and the planets realigned.  The Tigers still sucked, but at least Ernie was the voice that ushered in each spring, giving Michiganders a sense of hope and continuity. 

At a time when "You lie" is celebrated, when shouting, outrage, exaggeration, and innuendo are encouraged, and you win ratings on "American Idol" by humiliating hard-working amateur contestants, Ernie Harwell stands out even more as a throwback, a gentleman, and as someone who became out of step with how it's done. 

Too bad.  At a time when being bad, mean, nasty, and bold is celebrated, Ernie always pointed to a better way.  We could learn a lot from Ernie Harwell.

It's A Small Valley

LinkedIn CEO, Jeff Weiner, has spent nearly a year with that business-oriented social media site, which has amassed 65 million users.  While that pales in comparison to Facebook's 400 million members, LinkedIn has made a mark.

Personally, it's a site I don't use very often, but then again, I haven't had to look for a real job in quite a number of years.

But as a means to find talent or great people for companies we work with?  There's clearly something here.  Our new Tech Poll VI shows that LinkedIn profiles have doubled from year to year.  Today, nearly one-fifth of our respondents have profiles on LinkedIn, especially Alternative and Triple A fans.

In a recent interview, Weiner reminded me of the importance of connections, staying in touch, and helping others.  Talking about the world of Silicon Valley, he pointed out "that it is a small valley.  What it means is more likely than not, you are going to run into the people you once worked with.  It's always helpful if you maintain relationships and connections and help whomever you can."

Social media or not, there's much wisdom in that statement.  And it brought to mind the importance of getting a break.  These days, there are many former radio people who have been out of work for some time, struggling to find a place in a changing industry.  

Sometimes people just need a break - whether it is early in their career or at one of those crossroads points.  It got me to thinking of people who have given me a break over the years - professionals who took a chance on me, perhaps at a time when things weren't as rosy as they are today.

One such person in my life was Bob Ottaway (pictured with legendary Detroit Tigers broadcaster Ernie Harwell).  Back in 1985, he owned a Class A Adult Contemporary station outside of Lansing in a town called Charlotte (pronounced Shar-LOT).  WMMQ was one of four ACs in the market - the lowest rated one.  It was actually a Detroit Tigers affiliate, so between the baseball, the Pointer Sisters, broadcasting out of a little trailer, and a crappy signal, you now have a feel for the lay of the land.

Bob's PD, Jeff Crowe, saw me speak about the Classic Rock format at a student conference the previous year.  At the time, I had Classic Rock on a couple of AM stations because no one with an FM stick was willing to take a chance on an unproven format and an unproven consultant. 

I know there's been a little revisionist history during the past couple of years about who actually invented Classic Rock.  All I can tell you is that in 1985, there were no other claimers to that title other than me.  Classic Rock was a lonely island, and to say that I couldn't get arrested with the format was an understatement.  There was no success and believe me, I was a single father.

But Bob stepped up and gave me that chance.  And that risk quickly worked out well for both me and WMMQ.  Despite WMMQ's many issues, the format took off and became a huge success story.  As many of you know, it is still on the air, 25 years later, and very successful (albeit on a different frequency).  And from its success, I rapidly signed on stations in Kansas City, Washington, D.C., L.A., and Detroit. 

So Bob Ottaway gave me one of my big breaks.  Who gave you yours?  Who took a chance on you when others would not?  Who saw talent in you that others didn't see? 

And who might you take a chance on today?  That kid who keeps bugging you for the opportunity to get on the air or work in promotions?  Or the veteran who has been out of work for 15 months; who still has more miles in the tank and a renewed hunger to succeed once again in radio.

As the industry regains a little equilibrium, it would be a good idea to thank one of those people who helped you out back in the day, and consider bestowing a break on someone who could use a shot right about now.  

That's what social networking is really all about.

Damage Control & Brand Rehabilitation: An Object Lesson

Our resident golf fan, Ralph Cipolla, chimes in about Tiger, The Masters, Nike, & marketing strategy.  FORE!!

In 1995, Tiger Woods played golf for Stanford and Nike had zero presence in the golf world.  One year later, Nike cut a deal with the 21-year old PGA Rookie, and now the swoosh is the fastest growing golf brand, posting revenue of $725 million in 2008.  Nike pays Woods around $20 million a year to endorse Nike Golf products. 

Shortly after the scandal broke, Nike stated their firm intention to stand by their relationship with Tiger.  Last Wednesday, with the most-anticipated Round-1, Hole-1 tee-shot in Masters history less than 24 hours away, Nike unveiled a new 30-second TV ad.  

If you somehow missed it, it's raw, black & white, with just Tiger's stark visage staring into the camera, lacking his trademark confident glare.  Then you hear 33 words in the fatherly, measured cadence of the late Earl Woods, Tiger's dad.

"Tiger, I am more prone to be inquisitive to promote discussion. I want to find out what your thinking was.  I wanna find out what your feelings are...and did you learn anything?"

Two days on the Nike YouTube Channel and 2 million hits.  Along with this, there are several opinion polls in the field, most of which conclude that the ad is tasteless and does nothing to rehab Tiger's image.  And of course, they have nothing whatsoever to do with Nike products.

But consider that over the years, the vast majority of Nike TV ads didn't sell any specific product.  Instead, they create image while subtly promoting the Nike brand.  

Without Tiger Woods, there is no Nike Golf.  And while Gatorade, Accenture, and AT&T bolted, Nike waited… and waited.  And now in an effort to not just save their golf business, but see it grow on the other side of this scandal, they are doing something brilliant.  Nike is taking charge of Tiger's off-the-course image-rehabilitation project, in a way that not even his handler's have been able to accomplish.

If those polls had overwhelmingly revealed the Wieden & Kennedy Agency-produced ad was indeed an "image-fixer" and in "good taste," then consider the ad a failure.  Tiger's situation has been the very definition of raw shock and controversy.  Any attempt to address and turn this situation should also be controversial and direct, while promoting reflection, rehabilitation, wisdom gained, and honesty.

In short, this ad concept is simple, and simply brilliant.

The next time you hear some expert insist that every second of on-air or visually-based imaging, branding, or marketing be strategic or tactical, remind them of this campaign.  Of course, there is a need for many products to take a linear, benefit-driven approach. 

But sometimes, you need to Just Do It.  

In this case, that means be honest, take an unpopular stand, and say what no one else will say.  The parodies, the buzz, the water cooler talk - that's what viral is all about.  Even if you know it will piss a few people off.

For some parodies, see below:

When the player opens, click the line that says "Loren and Wally Tiger spot."

<CLICK HERE TO VIEW LOREN AND WALLY TIGER SPOT>

 

<CLICK HERE TO VIEW TIGER WOODS COMMERCIAL PARODY>

 

<CLICK HERE TO VIEW TIGER WOODS NEW AD REMIX (CONTROVERSIAL REMIX)>

March Smartness

Here we are, in the middle of March Madness, and there are certain things you can count on: upsets, untimely injuries, broken brackets, and ...social networking.

In an interesting strategic move, Georgia Tech coach Paul Hewitt asked his team to give up their cell phones for the NCAA tournament.  The idea is that these devices often "de-focus" players because they are constantly receiving texts, calls, and Facebook and Twitter messages.

By ditching their phones, the Yellow Jacket players discovered their concentration had improved, and they actually spent more time communicating with each other. 

As GT guard D'Andre Bell noted, giving up their phones was tough, but it turned out to be a positive experience.  As he told The New York Times, "Just me and my teammates.  More focus.  Everyone's their own person."

We can all relate to the focus part, because our mobile devices - while incredible communication tools - are often distractions that interfere with our work and lives as much as they enhance them. 

Our Keith Cunningham warns on-air personalities about their show quality diminishing because of the urge to constantly be in touch with texters, followers, and Facebook friends and fans - all while they're doing their shows. 

The challenge of this era is constantly connecting without eroding your core mission.  In Georgia Tech's case, it may have been effective.  Since the cell phone ban, they won three games in the ACC tourney, and defeated Oklahoma State in the first round of the NCAA's. 

It may be a matter of serving the many at the expense of the few.  Your audience can live without the constant messaging while you're doing your show, and along the way you'll do better radio. 

Sadly for the Yellow Jackets, the dance ended for them last weekend as they went down in defeat to Ohio State.  And as a result of the cell phone ban, none of them were able to follow Kentucky Coach John Calipari's tweets.  At more than one million followers on Twitter and 100,000 fans on his Facebook page, the always colorful Coach Cal is mastering social media.

And that's what keeps him in touch with rabid Kentucky fans.  Here's the key quote he gave The New York Times: "If you're not doing it, you're behind."

How many DJs, personalities, and entire radio stations still haven't gotten the message that using social media isn't a "time suck?"  If it's done right, the benefits are incalculable.

In Calipari's case, he's been savvy enough to also use the digital tools for charitable fund raising for his Calipari Family Foundation for Children, as well as "Hoops for Haiti" (which raised $1.3 million). 

Is it just about ego or personal brand building?  While Calipari isn't sure what type of impact all this social media might have on recruiting, let's consider the fact that the target audience of high schoolers syncs up nicely with Facebook addicts.  Plus, the transparency of Coach Cal's messaging and his digital accessibility sets him apart from the other 99% of coaches in the NCAA.

There's no madness in that strategy.

Radical Trust

I had the pleasure last week to keynote at the Michigan Association of Broadcasters "Great Lakes Broadcasting Conference & Expo."

The topic was social media.  Besides mobile, there is more talk about Facebook, Twitter, and other social media than any phenomenon I can recall.  Of course, part of this is motivated by advertisers moving their budgets into the social media sector.  

But it runs deeper than that.  Stations are struggling with the notion that, in fact, the audience may be a better organized community (and communties) than they are. 

This cuts both ways because during a time when stations have no outside marketing budgets, there are ample opportunities to tap into existing communities and groups that have organized on the Internet.  And if you think it through, what's more valuable in this environment - having a modest billboard campaign for your station or receiving an endorsement from a large group of consumers?  

To address some of the challenges and opportunities with social media, I turned to one of the smartest resource people I could think of - a librarian.

Last year, I came across a great blog about social media and related marketing issues written by Alison Circle, the marketing communications and brand manager for Columbus Metropolitan Library.  One of the things I've noticed about social media and mobile strategists is that they often cross media lines.  There is a lot to be learned from professionals who work in "outside media" industries, because we're all trying to get our heads around the best ways to use the new tools.

But as I got to know Alison, I came to realize that she was a lot closer to the media world than I first thought.  For 13 years, she served as Marketing Director for Garrison Keillor and A Prairie Home Companion - so yes - a radio person.  And she also worked on branding for Target during a stint at Jack Morton Worldwide, a global branding agency.

So we tag-teamed to put together a dynamic presentation about the ins and outs of social media.  And her vision was invaluable to bringing a very different look and point-of-view for the broadcasters in attendance. 

One of her points stood out to me because it speaks to the difficulty that programmers, managers, and air talent often face in interfacing with the audience and online communities - the loss of control.

In broadcasting, we aren't just used to being in the driver's seat, dispensing our content to an undifferentiated audience - we thrive on it.  We control the music, we control the conversation, and we control how and when commercials air.

But in the dynamic new world of digital media, the audience wants a seat at the table.  At Jacobs Media, we were having these discussions - specifically about Neo Radio - before entities like MySpace and Facebook either existed or became popular.  But now, empowered by the ability to organize and interact with one another, consumers are turbo-charged by the new tools, because in many cases, they allow them to enjoy their media choices even more because they become participants. 

Consumers no longer need to sit back and watch the Olympic judges dispense their numbers while folks at home get frustrated.  So NBC initiated a "You Be The Judge" web application, allowing viewers to post their own scores for figure skating competition.  Same deal with the Academy Awards.  We've played along with Jeopardy and Wheel of Fortune for years - now the Internet enables more consumer participation and engagement.

In radio, we've been onto this for years, and as a company, we have championed consumer-generated content since the days when Ben McConnell first spoke at our Summit about creating listener "evangelists."  Whether it's voting for "Rock Girls," creating brackets for "March Bandness" competitions, and even creating TV spots and billboard campaigns, savvy stations have long banked on the audience for inspiration. 

But there's a price to be paid, and it often is dispensed in the form known as loss of control.  When you allow the audience to openly comment on your Facebook fan page, you may not always like their views.  When you permit them to vote in various promotions and contests, you may not love their choices.  (Pro sports understands the dynamic when they let fans determine the starting lineups in all-star games.)

But the notion of "radical trust," as posited by Alison Circle in our session, hit home with many attendees who clearly need to think through the notion of ceding control and trusting the audience.  Wikipedia - which is essentially built on this foundation - defines "radical trust" as follows:

"A term used to describe the confidence that any structured organization, including government, library, business, religion and museum, has in collaboration and empowerment within online communities.  Specifically, it pertains to the use of blogs, wiki and online social networking platforms by organizations to cultivate relationships with an online community that then can provide feedback and direction for the organization's interest.  The organization 'trusts' and uses that input in its management."

For many in traditional media, this equates to an almost blind faith that the audience has knowledge and in the main, will do the right thing.  That's a tough putt for a lot of us, but the rising tide of consumer empowerment and community organizing will pass companies and entities by who don't trust in the input of the consumer. 

As Alison so clearly pointed out, utilizing social media is so much more than setting up a Facebook fan page, and promoting your giveaways.  

The audience wants a seat at the table.  They are a community.  And they are changing the nature of media, content creation, and the entire conversation. 

Thanks to Alison for her contribution, and to Karole White, Jennifer Preslar, and everyone at the MAB for providing us with the platform to discuss these timely issues.  And Stephanie Weston for the photo.

Risk/Reward

If you're a regular reader of this blog, you may be thinking, "Enough already with this Super Bowl."

But when a single sporting event attracts more viewers than any other show in the history of television, generating approximately $3 million per :60 commercial, you'll have to indulge me for one more post.

That's because with all the marbles on the line, the Super Bowl's big winners were those who didn't play it safe.  In fact, the biggest risk-takers were rewarded (or will be rewarded) with the best returns. 

First, there was Saints' coach Sean Payton who opted to start off the second half with a surprise onside kick.  Of course, it turned out to be successful, and changed the tone and vibe of the game.  Even had it not worked, however, Payton sent a message to the Colts that he was not going to simply go the tried-and-true by the book route.  It was a big risk that paid off big-time.

Second, there was Jay Leno.  After weeks of NBC corporate botching his drama with Conan O'Brien, Leno took a risk by appearing with David Letterman (and Oprah) in one of the most memorable promos we've ever seen.  By bucking convention and appearing on behalf of his arch rival, Leno sent the message that he is truly a funny, inventive guy willing to break the rules and have a good time.  By not taking it so seriously, Leno did more in :15 to repair his image than any major ad campaign (hey, Toyota, did you notice that?). 

<CLICK HERE TO VIEW VIDEO>

Third, there was Denny's.  Yup, free Grand Slam Breakfasts for every Tom, Dick, and Harriet this past Tuesday.  Did it work?  Well, the restaurant chain reportedly served up a whole lot of GSB's, while generating millions and millions of dollars in free coverage and buzz on media outlets worldwide. 

 

Is it a great return on investment to give away all that food on Denny's "Super Tuesday?"  Maybe/maybe not, but that's what brand investment is all about.  

And it used to happen in radio.  Former radio owner Cecil Heftel, who passed away last week, was famous for his big cash and concert ticket giveaways, back in the day when radio used to generate some of "Oh wows" of its own.

At a time when conventional wisdom tells us that if we want to win in PPM, we need to pound the hits, play it safe, don't make mistakes, and avoid risks, it might be wise to revisit that thinking. 

As we all know from experience, not every risk pays off.  And the bigger the risk, the bigger the potential failure.  But in a media and entertainment environment where consumers have seen it and heard it all before, it is megawatt films like Avatar on the one hand, and boutique projects like Crazy Heart and District 9' on the other, that have the best chance of winning this year's Oscar gold. 

Steve Jobs' iPad adventure is taking a lot of heat in the geek community.  Everyone has their snarkey list about why it is destined to fail.  And while Jobs has been widely criticized before the device is even on sale to the public, he would probably tell you that without risk (Remember Newton, Lisa, etc.), there is no reward. 

Super Bowl XLIV - By The Numbers

Our consultant, Ralph Cipolla, is still frustrated that his beloved Buffalo Bills still haven't won the big one.  Undaunted, here are some of his observations from Super Bowl XLIV:

Here are some reflections of the big game from my couch: 

• We saw The Saints win their first NFL championship in their history, a franchise that was formed a week after the first Super Bowl was played.  The Saints went 10 years before posting a .500 season, and saw 20 years pass before realizing a winning season.

• We saw a victory that vindicated the loyalty of their long-suffering fans, and another layer of healing balm settle upon on a great city, that lest we forget, has endured insufferable trials.

• We saw 65 year-old Roger Daltrey and 64 year-old bandmate Pete Townshend belt out a 12-minute medley of Who classics.  In 1970, when the NFL and rival league AFL merged to form the NFL as we now know it, both rockers were 25, contemporaries of many of the guys on the field.

• We also saw another crop of SuperBowl ads, each 30-second avail costing between $2.5 and $3 million, lower than NBC's 2009 rates of $3 million per, when adjusted for inflation.

There were several different Budweiser ads, the perennial FCC-taunting Go Daddy ads, and several others of far less than "epic" production quality. 

And then there was this :60 ad, which stood in stark contrast to the others.  No famous actors, no rap stars, no Hollywood director, no Avatar-rivaling computer-generated graphics.  

Google's first foray into Super Bowl advertising, was most-likely the least-expensive and conceptually simplest and least expensive of the lot.  To my eye, it was also the most engaging, did the best job of actually demonstrating the product, and was most worthy of an on-line after-the-game replay. 

It also screamed, in a subtle and seductive manner - "new media."  If you've ever tried to explain what "search" is all about, Google nailed it in one minute.

Watch the Google Super Bowl ad here, and see if you agree.

<CLICK HERE TO WATCH GOOGLE SUPER BOWL AD>

And because parody is truly flattery, here's another version of it that showed up a few hours after the game:

<CLICK HERE TO WATCH PARODY OF GOOGLE SUPER BOWL AD>

Interactive

Five years ago, an interactive radio advertising campaign looked like this:

You bought a bunch of spots, and we'd send over the street team, the van, and our tent to your event and hang out with your customers.  Of course, you'd get a series of live "cut-ins" throughout the afternoon.

Today, interactive has an entirely new meaning.  As a case in point, consider that while all those advertisers in yesterday's Super Bowl paid upwards of $3 million to run a spot during the game, it is their interactive tactics that are noteworthy. 

A recent article in BNET listed some of their more interesting interactive strategies:

Droid - They set it up so that Saints fans could be tweeting about the game from their mobile devices.

CareerBuilder - Their marketers encouraged fans to vote on consumer-created commercials as part of their "Hire My TV Ad" promotion.

Doritos - These guys have done the homemade ad campaign before, and ran another "Crash the Super Bowl" contest.  And all four of their DIY consumer-generated spots made USA Today's Top 20.

Coca-Cola - While Pepsi pulled out of their Super Bowl advertising to focus on social media and online philanthropy (which is a headline in and of itself), Coke stepped up to encourage sharing virtual gifts on Facebook, and ask for donations to the Boys & Girls Clubs of America.

And that's just the beginning.  How many other interactive connections, strategies, tools, and contests did you notice in the game?

It's a message to sales managers, programmers, and the companies that own them.  Digital integration isn't just a good idea - it is required for big advertisers, and it is firmly making its way to retailers in your hometown.  Whether your station or your corporation is ready to provide these services, tools, and ideas is another question entirely.

Our Tech Poll goes into the field in just a few days.  It will provide this year's road map for how your audience is navigating the digital landscape.  As we have in the past, we invite you to join us on this important journey because our future vitality as a medium depends on it.

For information, contact Lisa Riker at [email protected].

Who Dat?

So Sunday's the big game (I don't want to say Super Bowl for risk of being sued). 

It should be a good one.  Two exciting teams.  Two great quarterbacks.  And lots of much-talked about commercials in between.

I would invite you, however, to skip the food and the beverages during halftime and check out The Who.  Consistent with the past several years, the NFL is entrusting its reputation and image to another Mt. Rushmore Classic Rock legend.

After McCartney, the Stones, Tom Petty, and last year's Springsteen show, there's a pattern emerging here, don't you think?

Enjoy the Who, and if you work for a Classic Rock station - in management, on the air, or in sales - feel good about the fact that another of your core bands is going to be on the world's greatest stage for millions to relish.

And when you get into work on Monday, share the moment, tell everyone you know, remind clients just how cool it was, and take pride in the fact that the band who opined "Hope I die before I get old" has survived more than 40 years of success and adoration.

Hey, maybe they'll smash a few instruments and remind us all why we loved the Who in the first place.  Bet there won't be any "wardrobe malfunctions."

Think Small

As the mindset of Americans continues to morph, the ways in which your listeners think, dream, and obsess may be undergoing important change.  Given how little research most stations are doing these days, some of the fundamental ways in which consumers attitudes are moving may be flying under the radar.

As it pertains to contesting, the thinking in radio has always been bigger, better, best.  One huge bigger-than-life prize.  One listener wins a brand new $300,000 house (or the car or the Harley). 

A recent New York Times story about changing consumption patterns suggests that Americans are spending money - and their time - in increasingly different ways.  They are purchasing less entertainment, and instead, focusing more time on the family, in the community, and even at less expensive (or free) places, like museums. 

As we have seen in Listener Advisory Board groups during the past year or so, consumers are becoming less enamored with big, glitzy prizes.  As many explain, taking off a week or more to take a vacation they won in a station contest could have job threatening consequences.  And the tax hit they suffer from winning a multi-thousand dollar prize is often well outside their affordable boundaries.

This suggests rethinking the quality and quantity of prizes, and even the types of attractions that stations offer.  Contests that offer a multitude of listeners the chance to win something of lessor value - movie passes or free lunches or a night out - might have more impact in today's economy.

And as the focus shifts to experiences, rather than material expenses, stations often have incredibly valuable "prizes" to offer that are well within promotional budgets.  These might include going backstage at a concert, sitting in with the morning show, attending a hockey game with a popular DJ, or even getting to attend a music meeting at an Alternative station. 

Through the years, the "Big Boy Toy Show" concept has been a popular NTR event, offering up big, expensive electronics and recreational gadgets.  But as money tightens, and even the cost of enjoying these prices becomes unaffordable for many, it may be time to rethink station events.

Listener Appreciation Parties that allow listeners to hang out with the airstaff and enjoy a cover band might be more popular.  Website features that show "Things to Do in Buffalo for Under $10" may be part of responding to a changing set of audience attitudes. 

Small ball may be back.

The Mother Of (Re)Invention

This is a story about reinvention.  It's about taking stock of your strengths, weaknesses, opportunities, and threats.  It's about facing up to reality, and responding with creativity and courage.  Many former radio employees are facing this tough task right now, as they face months of being out of work, with few prospects ahead. 

But widening the lens a bit, it might also be a story about the radio industry itself, faced with ambivalent audiences and eroding revenues, trying to find ways to repitch its model to become vital and exciting once again. 

Our story starts with the CMAs.  If you saw the show or read the news reports about last week's mega Country show, the big headline was 19-year old Taylor Swift, who took four major awards, including the coveted Entertainer of the Year honor.

But perhaps the more significant news below the fold was the award for "Best New Artist of the Year" - Darius Rucker.  Yup, the same guy who fronted Hootie & the Blowfish back in the '90s, whose fortunes sank quickly and deeply - just like Men At Work, INXS, and so many others.

The difference is that after a decade of obscurity, Rucker turned his career around, addresessed his negatives and his opportunities, and created a Second Life in country music.  In thanking the CMA, he commented, "To the fans, thank y'all for accepting me.  And I think most importantly, to country radio, you took a chance on a pop singer from Charleston, South Carolina.  Thank you so much for that!" 

"Y'all???!!!"  

Rucker has learned how to adjust his act for a new market, making him one of the few African-American artists to make it big in Country.  And all of this, after everyone was convinced he was a total washout back in the late '90s.

Rick Ankiel is another example of reinvention.  Baseball fans remember him as a once-promising major league pitcher for the St. Louis Cardinals.  As a rookie in 2000, he posted an impressive record with 11 wins, but quickly found himself facing a wild streak that he could not control.  Later it was a series of injuries, and by 2005, he was out of the game and was written off by anyone and everyone in baseball. 

As we know, it's not uncommon for athletes to lose it - to have a good season or two, only to fall apart, get hurt, and be permanently finished.  But like Rucker, Ankiel reinvented himself - as an outfielder and a power hitter.  He re-emerged with the Cardinals in 2007 and has successfully converted himself into a great position player.  In '08, he hit 25 home runs, and he has made some spectacular plays in the outfield that have become "Sports Center" highlights.

Finally, Al Gore.  We all know the narrative.  As Bill Clinton's VP, he was perfectly positioned to win the Presidency in 2000, only to be bested by George W. Bush, following the Florida vote-counting debacle.  Despite winning the popular vote, Gore was branded a wimp and loser by pundits.  

Most former Presidents and Vice Presidents end up playing golf or becoming expensive guest speakers on the circuit.  Few make much of an impact after leaving office.

But Gore totally reinvented himself as an environmental activist, winning an Oscar, a Grammy, and ultimately, the Nobel Peace Prize.  He has also made an impact in the media world, as co-founder of Current TV, an experimental user-generated television network.  

Like Darius Rucker and Rick Ankiel, Al Gore faced some difficult facts, confronted some ugly failure, turned his career around by taking advantage of his innate talents and passions, and in the process, subsequently had more impact on the world than when he was an elected official in Washington, D.C.

These are rare stories, because the has-been lists in popular music, professional sports, and politics are long and tragic.

New successes are possible, but not by continuing down the same bankrupt paths.  Clearly, Rucker could have tried releasing more rock/pop songs, Ankiel could have attempted to find his pitching prowess, and Gore could have run for office yet again.  

But they realized these old strategies were all non-starters.  

Sometimes you have to face facts, make a tough assessment, and turn things on their sides in order to get back on a winning path. 

The radio industry - and many of its former employees - could take some degree of solace from these stories.  But only if investments in time, money, and honesty are made.

Not every comeback, mash-up, or reinvention will succeed.  But driving around the same cul-de-sac is a sad and predictable recipe for failure.

The New King of All Media?

Here’s a guest post from Jacobs Media’s talent guru, Keith Cunningham, with some observations about a new celebrity phenomenon.

Cincinnati Bengals’ wide receiver, Chad Ochocinco is at it again.  But this time he’s not changing his name, hilariously trash-talking with opponents, catching touchdowns, or racing thoroughbred horses – he’s on the way to becoming a media monster.

The outspoken NFL star has partnered with Motorola to set up a social news network on Twitter, dubbed OCNN (Ochocinco News Network).  His goal is to compete with mainstream news outlets and tell fans what’s going on with NFL teams.  Don’t laugh – it’s not a bad idea; he’s the ultimate insider and will probably dig up some compelling dirt. 

After all, who has the best access to what really happens in the locker room?  As Ochocinco promises, “"If I break it, you might as well believe it."

While it’s early in the game for the OCNN, this is another sign that traditional media is being challenged on every level.  When you think that it was TMZ that broke Michael Jackson’s death – not CNN or NBC – Ochocinco’s concept doesn’t sound so crazy.  It’s also proof that anyone with motivation, creativity, access, and resources has the ability to participate in, or even change, the entertainment and news landscape.

The OCNN will not replace ESPN or the NFL Network for football news.  But gone are the days when ESPN had a lock on sports news, when newspapers and TV owned breaking news, or when radio owned music and traffic reports.  Citizen journalism (and in this case football star journalism) is thriving.

It’s hard to stand out in today’s crowded field, but radio personalities should take notice of Chad Ochocinco’s efforts and begin thinking of ways to grow their own personas outside of the traditional airwaves. 

Chad Ochocinco …

• Has his own iPhone app

• Has over 300,000 followers on Twitter with many more to come

• Has his own content rich website that’s updated more frequently than most radio websites

• Is constantly in the news because of the content or controversy he creates

• Has creative ideas and has the cojones to put them in motion

Could a radio personality pull this off on a local level, or in the case of syndicated shows on a national scale?  Keep in mind their advantage in being able to promote initiatives to large audiences each day.  In the digital world, a big-thinking personality can do big things.