Joanne Sweeney-Burke of Digital Training Institute highlights the importance of radio stations embracing digital. From leveraging social, smartphones and their storytelling abilities to realising that engaging new and younger audiences is possible. Joanne shared this presentation at the 2018 Radio Days Ireland conference in Dublin hosted by Learning Waves and the Independent Broadcasters of Ireland. Find out how the changes in digital and smartphone use are impacting the potential for radio stations.

1. Is your Station Fit for the Digital Age?
Digital insights for radio Joanne Sweeney-Burke
@tweetsbyJSB

2. Are you
digitally agile?

12. Leverage
• Loyal audience base
• Content ripe for re-purposing
• Natural storytelling talent
• A book of advertisers
• Source of news
• Programming on-air and online
Avoid
• Unrealistic expectations off
staff
• Being slow to adapt to digital
• Failing to invest in digital
• Believing JNLR are the only
metrics that matter
• Double-jobbing with digital
• Out-sourcing digital

13. Disruption of
News & Media

14. Trust Marketing

16. Data Driven Journalism

17. Digital Programming

18. Broadcasting
is more than
radio…

19. “Know your audience/s.
Step into their micro-moments.
The biggest opportunities are in the
smallest moments.”

20. “Develop a digital programming
schedule. Insights will inform you
of the content and format.”

21. CNN bought a
5.8 million online community

22. But the dream died…
because you can’t buy somebody else’s community

23. Your Digital
Roadmap

24. Set Digital Targets
•align digital strategy with
SMART business goals
Mobile First Mindset
•build a model where mobile
is front and centre of your
business i.e. website,
publishing, promotion,
conversion
Building the Your
Station’s Brand Online
•leveraging station
personalities and sharing
your why

25. Online Programming
•become a digital publishing
business
Extending On-Air
Offering
•upsell digital packages to
existing customers; win new
online customers
The Digital Team
•build your team, audit existing
skillsets but don’t over-burden,
hire agile talent, streamline
workflows, empower all content
creators with digital publishing
and promotion skills

26. Pay to play
•invest in digital advertising
(social, PPC, sponsored
content)
Funnel Listeners into
Fans
•leverage on-air presence to
build a 360-degree following
and build your database
Measure Metrics that
Matter
•track all traffic from
engagement to conversion

27. Final thoughts

28. Don’t be the Blockbusters
of the radio world
 Adopt a mobile first mindset
 Extend your news remit online
 Audience segmentation
 Invest in digital advertising
 Empower staff with digital skills
 Online programming schedule
 Track and measure with
attribution modelling