Digital Best Practices
from Daniel Anstandig of McVayNewMedia.com
In a word: BRILLIANT
Brilliant actionable tips for local radio and others to make their digital presence more focused and able to work harder for them. These are from Daniel Anstandig, President of McVay New Media, as presented at the NAB Radio Show in Philadelphia on Sept. 24, 2009. Find him on Twitter @anstandig. By far the best session at the show!
DIGITAL REVENUE BENCHMARKS FOR YOUR LOCAL STATION
3-5% of broadcast revenue should be digital
7-10% of broadcast cume should be the amount of unique visitors your site receives
Your site should average about 3 Page Views per visitor
5-8% rev of broadcast revenue should be digital
10-15% of broadcast cume should be the amount of unique visitors your site receives
Your site should average about 5 Page Views per visitor
For every 400k in rev ur trying to generate u need one seller.
EVERYONE PITCHES IN
Daniel has re-written the job descriptions for everyone at your radio station so you can do your part in the digital revolution. I plan to post them as soon as I receive them.
FIVE ACTIONABLE ITEMS TO IMPROVE YOUR LOCAL STATION’S SITE
1. You HAVE to have an intuitive user interface
If your users don’t understand what it is that you want them to do on your site they won’t be coming back.
• To check your station’s site(s) go to: Feng-GUI.com and Fivesecondtest.com
2. Enable new discovery
If new users can’t find your site you’ll be scratching your head wondering why your online audience isn’t growing as fast as it should be.
• Submit to social bookmarking sites like delicious.com and stumbleupon.com.
• Daniel also pointed to http://www.kexp.com/ as a great example.
3. Instant gratification
Everything online is about instant gratification. I want what I want and I want it now!!!
• Scrolling feature box is 60% more effective getting users to visit a second page on your local site.
• Also, Daniel pointed out that the ‘Listen Live’ button is more effective in the upper left portion of your homepage.
4. Adapt based on past use
This is an advanced technique that some stations can use to target ads (namely from Google) based on past data from users that visited their site. Check out Google ad manager. It’s free for goodness sake!
5. Emotional meaning
This is radio’s number one ‘ace in the hole’. Radio connects to the listener in a way TV, print, out of home and even typical internet cannot do. Your website should mirror that connection.
FOUR WAYS TO LOSE YOUR ONLINE AUDIENCE
1. Off site links in same window.
Any time you link off of your site make sure it opens in a new window. All it takes is a target=”_blank” added to the HTML for the link.
2. Poor content.
Well duh? Of course, looking at several local station sites this may not be as obvious as one might think.
3. Outdated/irrelevant content.
Daniel gave a great example of a station’s site that had school snow closings listed on the homepage. The problem was that it was APRIL and hadn’t snowed in months. C’mon radio! Please, pay attention to the www.
If someone can’t properly view your site then what’s the point? Check out browsershots.org to make sure it works correctly in a ton of different browsers (Firefox, IE, Opera, Chrome, and a bunch you’ve never heard of.
THREE IMMEDIATE STEPS RADIO CAN TAKE
1. Leap from broadcasting to crowdcasting.
It ain’t about broadcasting to the masses anymore. It’s about connecting to the ones that are really listening.
McVay New Media suggests collecting these data fields for your email database: First Name, Last Name, Address, Date of Birth, Gender, Mobile Phone #, and a few targeted survey questions where the answers will add value to your stations.
Subscribe to Quantcast.com now. They will monitor your traffic for you.
Subscribe to Google Analytics now. It’s free and is almost always easier to use than the analytics tool your parent company has set up for you.
TWO NOTES ON INTERACTIVE SALES
1. Embrace the show outside the show.
What Daniel means by this, he explained, was that your talent, sales, management, promotions/marketing all have to buy into this whole internet thing.
2. One station he works with signs off each morning with, “we’re moving over to our Internet studio”. Even if this content is pre-recorded it gives the sense of being live and sounds GREAT online. Daniel also sited, Joyfm.com, as a great example.
ONE KEWORD FOR SUCCESS
You HAVE to have a purpose and strategy when jumping into the digital realm. Know where you want to go before you start your journey. One to three word mission statement. E.g. Local active moms or affluent ski bunnies. Haha
Other tidbits from Mcvaynewmedia.com
Reach (broadcast). Engage (web). Capture (listener).
Reach: use your own signal to promote your site/content.
Engage: make sure you engage and interest your audience on a continuous basis once they get to your site(s).
Capture: make sure you capture some data so you can message back to them to drive ratings and revenue.
Hope these help. Get more from McVayNewMedia.com.
WHICH HALF OBSERVATIONS: Dear Radio Industry, please do all of these and do all of these now! If you do your part to raise Radio to the next level it will benefit everyone. More traffic, more engagement, more ratings, , more revenue.