Comments on: Promotion – hey, it works http://toddmundt.com/blog/2008/10/09/promotion-hey-it-works/ convergence, public media, networks, productivity, public engagement Thu, 03 Sep 2009 15:45:06 +0000 http://wordpress.org/?v=2.9 hourly 1 By: toddmundt http://toddmundt.com/blog/2008/10/09/promotion-hey-it-works/comment-page-1/#comment-48679 toddmundt Fri, 10 Oct 2008 14:09:10 +0000 http://toddmundt.com/blog/?p=529#comment-48679 Thanks, but, like Sarah Palin's handlers, now I need to lower your expectations. :) Thanks, but, like Sarah Palin's handlers, now I need to lower your expectations. :)

]]> By: Keith Hopper http://toddmundt.com/blog/2008/10/09/promotion-hey-it-works/comment-page-1/#comment-48678 Keith Hopper Fri, 10 Oct 2008 13:48:05 +0000 http://toddmundt.com/blog/?p=529#comment-48678 I look forward to checking out your public engagement initiative. I have high expectations! I look forward to checking out your public engagement initiative. I have high expectations!

]]> By: toddmundt http://toddmundt.com/blog/2008/10/09/promotion-hey-it-works/comment-page-1/#comment-48675 toddmundt Thu, 09 Oct 2008 23:45:47 +0000 http://toddmundt.com/blog/?p=529#comment-48675 Thanks, Keith. All very true.. and the public engagement piece is the important next tier for us. At the moment, we're (in Louisville) on level one, increasing public awareness of our sites, which have had major enhancements in the past 8 months, and in the past have had extremely low numbers. For us, this is where we begin. Others who have already achieved this need to move to the next piece of the puzzle, which you've outlined quite well. We're preparing our public engagement piece, too. Thanks, Keith. All very true.. and the public engagement piece is the important next tier for us. At the moment, we're (in Louisville) on level one, increasing public awareness of our sites, which have had major enhancements in the past 8 months, and in the past have had extremely low numbers. For us, this is where we begin. Others who have already achieved this need to move to the next piece of the puzzle, which you've outlined quite well. We're preparing our public engagement piece, too.

]]> By: Keith Hopper http://toddmundt.com/blog/2008/10/09/promotion-hey-it-works/comment-page-1/#comment-48674 Keith Hopper Thu, 09 Oct 2008 21:14:02 +0000 http://toddmundt.com/blog/?p=529#comment-48674 Based on a limited comparison of on-air to online promotions as part of our social media initiatives, I've seen email and online promotions generate significantly more traffic and participation than on-air promotions - even specific ones.<br><br>I used to think this was due to an audience demographics problem - on-air listeners were just too old for the web or something. But because of our promotional experiments, I now believe there there is a more interesting difference at work. Different Individuals, regardless of demographic, use station and show websites for two radically different purposes, and it is useless to try and get 'crossover'. The typical radio listener is driven to websites for ways to relate to the radio that they can only do online - the pledge form, online exclusives (e.g. photo bait), schedules, streams, and podcasts. On-air promotions should stick to these value propositions. <br><br>In contrast, online users are driven to sites around unique and compelling searchable and linkable content, interactive features, special events and initiatives, and vibrant online community activity. As an industry, we need to get better at the value propositions around the latter if we're to grow online audiences. Based on a limited comparison of on-air to online promotions as part of our social media initiatives, I've seen email and online promotions generate significantly more traffic and participation than on-air promotions – even specific ones.

I used to think this was due to an audience demographics problem – on-air listeners were just too old for the web or something. But because of our promotional experiments, I now believe there there is a more interesting difference at work. Different Individuals, regardless of demographic, use station and show websites for two radically different purposes, and it is useless to try and get 'crossover'. The typical radio listener is driven to websites for ways to relate to the radio that they can only do online – the pledge form, online exclusives (e.g. photo bait), schedules, streams, and podcasts. On-air promotions should stick to these value propositions.

In contrast, online users are driven to sites around unique and compelling searchable and linkable content, interactive features, special events and initiatives, and vibrant online community activity. As an industry, we need to get better at the value propositions around the latter if we're to grow online audiences.

]]>