Community Engagement means working
collaboratively to discover, understand
and address community needs and aspirations.
…this can apply online too.
Taking
Engagement
Online
Station Aspiration: Address Atlanta’s high school dropout rate
Start a
conversation with high
school students
# of students who signed up on the
site
# of daily followers #teamfollowback
15 mentees, 10 mentors
10 daily followers
Lessons learned:
• Need to meet youth where they are at on social media
• Need to facilitate conversa6on with content that appeals to youth
• Need to meet in person as well as interact online
• Prizes (incen6ves) help
Sta.on Aspira.on: Convene a conversa.on about dropout on social media.
Integrate over the air with online
No. of contributors to #MPTgraduate
# of retweets
# of replies to @MPTgraduate
10 7 3
Lessons learned:
“You have to understand the likely audience for the subject and consider how they get their information…” – Faith Wachter, MPT • Need to use appropiate social media • Need to correlate the content with the
appropiate social media • Need to start a conversation BEFORE the
event and sustain it AFTER
Station Aspiration: Be the essential cultural connector between St. Louis and independent music over the air and online.
# of comments on article
Time spent on contest winner
page
Bounce/% exit
Increase traffic to KDHX.org
162
About 5 minutes
51%/26%
Lessons Learned:
“The value of a station’s website is that there is a lot more we offer as an organization. If we can get you to come to the website and spend time there you’ll see that we feature radio, local music, local arts and events, connect you to St. Louis – and that can’t be communicated in a Facebook post.” – Steve Ley, KDHX
• Content online matters. • Providing a space for people to
communicate creatively matters. • Put in a UTM code!
Engagement KPCC Southern California Public Radio
KPCC’s mission “SCPR aspires to be the region’s primary source for news and information that is critical to a well-functioning multi-ethnic democracy, and we aspire to be the place where Southland’s diverse individuals and communities convene to discuss and debate the most important issues of the day. And it envisions SCPR’s full command of broadcast, digital, social media, and live event platforms.”
--Bill Davis, CEO
Who are we engaging?
Our future audience
• Diverse
• Influential and expanding Latino and Asian American audiences
• Increasingly English dominant
• Audiences who want content that is both important AND interesting
One-Nation Media Project
Develop and launch a public media news and information service that improves public broadcasting’s service to multi-ethnic communities in Southern California, generally, and to English-speaking Latinos in Los Angeles, specifically.
We will... • Expand our daily 1-hour magazine show
with Madeleine Brand into a 2-hour show
• Hire a Latino co-host
• Hire digital reporters and strengthen reporting in key topic areas, incl. Immigration and Education
• Engage on all platforms
What does success look like?
• Bigger (local, loyal) audience
• More diverse audience
• More engaged audience... on all platforms
The importance of social media
• Increase referrals ››› Bigger audience
• Build up flagship accounts ››› Loyalty
★ Likes and followers matter!
• Digital engagement should match broadcast engagement
How do you increase referrals?
• Plan social media - use a budget
• Use the right tools, post more often
• Promote it on the air (speak “radio”)
Build up your accounts
• Content is king
• ...but a good promotion can help, too!
What type of content?
• Build out stories
• Video, multimedia, graphics
• Select the right stories
The goal:
Content that is important AND
interesting... to YOUR audience
Partnerships are key
How do you increase engagement?
• Create a process that bridges radio and web
• Do more than post links
• Engage not just around stories, but also events
• Get the staff engaged
One final example...
OPB Mission Giving voice to the community, connecting Oregon and
its neighbors, illuminating a wider world.
Strategic Goals � Become a content-focused organization
� Serve the audience wherever they are
How does social media fit? � Set of communication tools that allows us to extend
the reach and impact of our content � Enewsletters
� Blogs
� Commenting � PIN
� Twitter � Reddit etc
431 like this
@OPB
@OPB-C_Oregon @OPB Morning
@Think Out Loud
@OFGProducerEd @April Baer
@OPB News
IBM Project � Goals and objectives
� Organization and workflow
� Governance
� Metrics
Objectives � Reach new audiences for our content
� Move the audience across platforms
� Engage the community
� Build loyalty
OPB
Environment Arts
News
Opbmusic
OAB
KMHD
Earthfix
OFG
Ecotrope
TOL
SLG Committee
Guiding Principles � OPB is a journalistic organization.
� All posts should reflect the content and tone of OPB’s broadcast programming and online content and should manifest a sense of editorial curation consistent with those resources.
� All OPB policies apply.
� Wherever possible, @OPB tweets and Facebook posts should highlight resources available to the audience through OPB.
� OPB first.
Metrics
� Fans and Followers
� Referrals
� Engagement � Likes
� Shares � Comments
Referrals: 635 Engagement:
101 comments 36 likes 3 shares
Questions?
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