The Digital Mindset: How Radio Stations Are Making Money with Digital

Moderator: Dan Shelley, Interactive One Local/Radio One

Panelists: Martin Kristiseter, Marketron

Mark Edwards, The TeshMedia Group Matt Coen, Second Street

Stay Inside The Lines• You may think you know what’s right, but you DON’T.– The customer (client) is not always right.– Terms Of Service and Government Regulations trump all, even

good ideas.– Don’t sacrifice your bank account, job, or license by doing the

wrong thing.• Be Smart• Be Creative• Be Safe

Explosive Growth In DigitalWLIT Spring 1996 WLIT April 2013

An Even BIGGER Explosion in Social Media2008 2012

Today

Your Best Friends, Or Are They?

Your ONLY FriendYour station attorney.• FCC rules• FTC rules• Company Policy• Terms Of Service for platforms

• ONE person at the station needs to be the contact.

• Concepts, rules, mockups should be approved in advance of airing or posting.

That’s All Great, But How Do I Make Money ?DO• Make it easy to enter• Have alternate means of

entry• Collect data

– Email database– Facebook likes/Twitter

followers/etc.– Info for client

DON’T• Assume the client knows

what they want• Add too many hoops of fire

for entrants• Put every contest on every

platform. – Different platforms, different

audiences

The Social Media LandscapeDifferent sites doing different things for different people

Which Platform Is Right For You?Make the decision by client, target audience, prize, length of campaign,

and hard costs.