Transcript Content Strategy

Entercom Digital Content Plan
90-Day and 1-Year Plans
August 6, 2008
Joe Rosenthal
[email protected]
(cell) 347-512-6067
90-Day Plan: Overview
Vision:
“Better Content, Better-Presented”
Tactics
Reasons to Participate
ETM Markets
Enhanced
Credibility
Public
Reasons to Return
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90-Day Plan: Vision & Tactics
“Better Content, Better-Presented”
Goal
Tactic(s)
Improve content presentation on station home pages and keys
areas of differentiation (e.g. original video, blogs, photos).
•Launch a 70-station “unbreakable” template (“Template 2.0”).
Improve content fundamentals in key areas of differentiation.
•Implement training platforms to improve in-house digital
content creation skills. (WebEx, blog, vlog, email.)
•Develop and distribute “menu” of 15 unduplicatable content
ideas.
Create more “reasons to return” by capitalizing on stations’
online tastemaker roles and inside access.
New template will include simple content “micro-brands” that
will be market-agnostic.
Leverage content across markets with aim of growing visits and
creating more regular customers.
Mandate content sharing among markets and stations.
Foster friendly competition between stations.
•Conduct full station audit to establish quality baseline.
•Distribute best-of-breed email: “Twofer Tuesday” with one
Entercom piece of content and one from outside site.
Develop one corporate content initiative worthy of sponsorship
or syndication; optimize Get Schooled platform.
•Write pitch, specs, and requirements, and develop creative for
concept to garner sales interest.
Elevate quality of content in pitches.
•Contribute concepts, creative recommendations, and
wireframes as needed to strengthen new-business pitches.
Establish POV on social networking, podcasting, and video on
demand.
•Study best practices and make recommendations on potential
partnerships and/or modes of execution.
Lay groundwork for enhancing expected content.
•Meet with providers and narrow choices with respect to music
videos, photos, news, and lyrics.
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One-Year Plan: Overview
Vision:
“Raise the Bar on Original Content”
Tactics
Increased
Traffic
Increased
Time on Site
Increased
Sponsorship
Revenue
Industry Recognition
4
One-Year Plan: Vision & Tactics
“Raise the Bar on Original Content”
Goal.
Tactic(s)
Set the standard for original content in the radio space -- judged
by creativity, quality, unique character, newsworthiness, and
revenue potential.
•Determine what our audience demands of our content through
combination of P1 polling, research, and editorial instinct.
•Develop and implement 3 new top-down, corporate-generated
content products in minimum of 5 markets.
•Expand on successes from 90-Day Plan.
Improve expected content.
•Partner cross-market for music videos, photos, games, news, etc.
•Examine existing partnerships to address any weak spots.
Utilize novel and effective means of content distribution.
•Explore/establish more widget and mobile partnerships.
•Implement home-grown and/or third-party viral functionality and
recommendation engines.
Implement social networking based on the 90-Day POV, if
applicable.
Examine options and test selection(s) in target markets.
Assess feasibility of leveraging archived station content.
•Survey stations to gauge strength of historical content.
•Assess vehicles for monetizing this material.
Explore e-commerce as brand builder and incremental revenue
source.
•Locate partner and test in-market.
Develop POV on aggregated content portals.
•Assess market and strength of a potential aggregate offering.
•Identify opportunities within Entercom station portfolio.
Recognize growth and set goals for next year.
•Rate all sites on content benchmarks within Digital Report Card
on one-year anniversary.
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Big Picture, Small Picture
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Big: Instill Three Guiding Content Principles
1)
Does my audience want this piece of content?
2)
Does the content represent the station brand?
3)
Will I stand behind its quality, timeliness, and relevance?
New Content
Decision Point
Acceptable
paths.
Ready for
Primetime
Launch
&
Iterate
Do-Over
Dust-Bin
Not acceptable: Putting content live that the audience does not want, that does not represent
the station brand, and that you as a creator won’t stand behind.
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Small: … And Focus on Nuts & Bolts
In addition to high-level, qualitative training and guidance, we will focus on helping our markets utilize the
existing digital tools at our disposal. Ownership of this area remains in Portland, but Sr. Director of Digital
Content will help facilitate understanding.
InterTech
AP
WordPress
Digital
Toolkit
RadioTown
MJI
OneStat
Vortal
EveryZing
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Appendix: Template 2.0
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Template 2.0 Preview
(Hit a key to prompt notes)
Header cleaned up to emphasize
station brands and focus user on
key content and promotions below.
Primary navigation is
optimized and
scalable. Based on
audit, competitive
analysis, and user
testing.
“Today’s Hot Clip”
is a format-relevant
showcase for video,
audio, or photo, blog,
or game drawn from
across Entercom’s
stations. Clicking the
button refreshes the
Flipper to play this
“cream of the crop”
content.
This “Hours” feature
shows playlist, and also
expands to feature artist
information, other
releases, sound samples,
favorites functionality,
lyrics, and links to iTunes
store.
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A cinema-style “Flipper” window
provides ample space to promote
unique content, artist imagery, and
contests with bold graphics.
On-air talent sends
real-time updates
(Tweets) here. User
can click tab to send
talent a message.
Functional navigation
features a prominent
“Listen Live” button.
“As Heard On Air”
opens to keyword field.
“Today’s Hot Clip”
triggers
corporate/formatrelevant content.
“Playlist is another way
to access the “hours”
info at left. “Schedule”
is formalized way to
access each station’s
schedule and
programming info.
“Listener Club Log-In”
and “Request Song” are
prominent.
Embed content into
other pages and
social networks.
This new widget highlights original and unduplicatable
content from the station. Videos, blogging, photos, listen
live, and fan interaction become portable/shareable. Chat
functionality is built-in.