Jacobs clients and those who have seen us speak at conferences over the past couple of years have likely heard us say, “Everybody in the audience has an audience.”
That’s a quote from social media author (and former Arbitron employee) Greg Verdino. Speaking at one of our conferences a couple of year ago, Greg reminded us that listeners aren’t just valuable because they have a diary or a meter. Due to social media’s ubiquity and power, most members of the audience now have communities and networks of friends and followers of their own.
Now Google’s new company, Wildfire, has taken the deep dive into branded Facebook campaigns. And they’ve been able to actually put a number on how messages are shared and spread.
Writer Laurie Sullivan reports that for every 10 fans that connect on a Facebook campaign, 13 new “friends” participate and engage. Wildfire reinforces something that we have believed in strongly at Jacobs Media using our web surveys:
“…the importance of identifying and engaging a brand’s most influential fans. Brands that are highly effective at engaging sharers and advocates, via campaigns, see three times more interaction on pages compared with other brands when it comes to ‘likes,’ shares and comments.”
At a time when most radio brands are doing a reasonably good job of amassing “likes” on Facebook, the missing piece is connecting with these fans to achieve this outreach goal. Keeping in mind that most stations are scrapping for every available marketing dollar (and often coming up short), taking advantage of your “audience’s audience” just makes sense.
How you find these special fans is at the heart of the challenge and the opportunity. Our research indicates they may not be your P1s or the people who play your contests. Creating the optimal filtering mechanism for your database, and then building an ongoing program that supports brand engagement is the key to locating your true advocates.
Our work with databases and web research over the past decade has helped us develop some powerful insights about screening for the right people – those who love to recommend your station, enjoy hanging out on Facebook, and sharing your cool content.
This is Cume Expansion 2.0 for radio, and it’s an area where radio has the ability to build on its brand strengths, and grow its audience and fans.
In the old days, you gave away a house. Or you flew to Nashville, bought a TV spot, and ran 300 GRPs of TV for six weeks. Or you made thousands of robocalls in key zips.
Today, impact is achieved in very different ways, tapping into the networks of our fans.
And now thanks to Google Wildfire, we can even calculate the ROI of brand advocacy and outreach programs.
Thanks to our own brand advocate, Bonneville’s Dave Beasing, for turning us onto this MediaPost article.