Creating a Digital Strategy for Radio: Platforms

Posted by Paul Miedzik

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Dec 9, 2015 2:01:29 PM

Creating a Digital Strategy for Radio:Platforms

Successful organizations infuse digital in their culture & throughout the foundation of the "4Ps": People, Platform, Policy, and Process.

In this article we will focus on where you stand with respect to “PLATFORM” in your organization and determine if you are up to speed with the modern technology and the digital tools needed to thrive in today’s digital landscape.

In order to effectively create a digital strategy for radio, you need to ask yourself:

Do you and your radio brands have the tools needed to succeed in the digital era?

When you start creating a digital strategy for radio, determine if you are creating a full-service experience for your listeners that solves a problem, creates efficiencies for your team, and grows your digital presence.

Successful execution of this strategy will be dependent on the platforms and systems you use to help you drive digital development and revenue for your station(s). Listed are three crucial assets you need in your digital inventory:

Website CMS

Especially true for radio brands, your website needs to be and is the voice of your brand as well as a revenue center. It’s the mothership that drives your business and aggregates your content. It’s a destination for your audience online, where they can listen to your station and interact with your content and on-air personalities.

Your audience is looking for fresh content all the time. That’s why radio brands need a CMS that can be automated to pull in content from the web whether its news or from social media. A simple drag – and-drop style CMS will easily help your staff update the information on your site in real – time. This makes your team more efficient as you don’t have to wait on any 3rd party providers to make changes to your pages or content.

A CMS that can update radio specific features (schedules, news stories, blog posts, social media, promotions, ads, and contests) is crucial in managing all of your media which is in high demand from your audience and prospective listeners.

By ensuring your site is mobile responsive, you can be at ease that listeners can view stories and navigate your pages and advertisements. Mobile responsive websites also rank higher in search, which considerably increase your chances of generating higher traffic and exposing your great content to larger audiences.

Finding success in digital for your radio brands relies on a website tailored specifically for your station. It’s recommended that Website CMS for Radio includes:

  • A Live Feed from your station – To increase tune-ins and share live streams
  • Mobile Responsive Design – So fans can enjoy experiences with your brand from anywhere
  • A Content Management System – So your team can easily create and customize the content and layout of your site

What problem does a Website CMS solve for your listeners?

It aggregates content that was previously on-air, extends your brand, and creates new experiences in a digitally digestible format.

Mobile App

With people spending twice as much time on mobile devices than on radio while increasingly listening to radio on their smart phones, having a radio app is crucial for connecting with your audience today. By increasing the amount of two-way conversations you have with your P1’s, you can expose them to exclusive content that only they receive, bringing them even closer to you and your station.

Mobile apps have been on the rise since 2014 and are now almost expected of brands vying for the consumer’s attention. While some industries are seeing moderate mobile app reach, Radio has some of the highest growth in audience reach on the market.

mobile & radio

Source: Marketing Digest

Knowing this, listeners are looking for apps that create less interruption and more interaction with brands. For radio brands investing in digital, a mobile app should be more than a stream with ad placements (although mobile apps are a fantastic way of generating digital revenue) and more of a branded experience at it’s core, empowering users to contribute content and feedback directly with the station, at the click of a button. There’s a lot of value in making listeners feel like they have choice or are helping share your stories and news.

In addition, a mobile app as an extension of your brand is strong source of additional data. The story of your P1’s journey within the app (pages viewed, links, time spent on page, social shares) will strengthen the future output of your brands’ content factually based on raw data points with the experience. Better targeted content will generate more “super fans” that will eventually grow your top line revenue.

In todays digital landscape a great mobile app for radio should include:

  • On-demand Content
  • Artist Info & Program Schedules
  • Live Streaming
  • Push Notifications
  • Contesting
  • Premium Ad Inventories

What problem does a Mobile App solve for your listeners?

It allows your audience to listen to your station and interact with your brand from their most precious communication tool, and on their time.

Social Media Management

Social Media is a driver of website traffic and amplifies the voice of your brand. Connecting with your audience in social is a major part of any modern digital strategy. By interacting and sharing your great radio content in the channels that your audience spends the majority of their time with, can bring a lot of traffic to your website. Social Media also:

  • Keeps your content local 
  • Highlights your on-air personalities
  • Locates influencers/ brand advocates
  • Adds Promotional Value

But what tools do radio brands need to thrive in social media? It isn’t enough to be on Facebook, Twitter and Instagram. While finding the social channels that work best for your brand are crucial, your team will need assistance organizing, locating and distributing content which otherwise can be overwhelmingly abundant.

A Social Media Management tool or platform helps manage all of this. Currently there is a plethora of these tools on the market, but radio brands should be looking for specific features that will help their team create stronger relationships and experiences with audience members and monitor the conversations that their community are having on social.

Brands should be looking into a social platform for radio that can:

  • Publish content to multiple social networks and a blog
  • Monitor engagement and impressions
  • Pre-schedule content and follow a content calendar
  • Locate P1’s and Influencers in real-time
  • Analyse listener sentiment

What problem does a Social Media Platform solve for your listeners?

It allows you to manage the content you put forth to your audience so they can trust you as their go-to source of local news and entertainment.

In Summary...

Investing in digital increases ad inventories and engagement that drives traffic, impressions, and grows your audience. You can easily grow your brand presence and offer tuning alternatives to terrestrial which boost ratings. 

Are your radio brands ready for digital success in 2016? We've created an awesome digital checklist for radio, so you can review where your brands stand:

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For more articles on building a digital strategy for radio and radio trends 2016 and digital tools for radio, subscribe to the SoCast blog!

Topics: Digital Tools for Radio, Digital Strategy for Radio

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