investing in digital - deciding what makes sense - pmba presentation
DESCRIPTION
Draft of presentation for PMBA conference.TRANSCRIPT
Investing In Digital-
Deciding What Makes Sense
PanelistsJennifer Strachan – KPLU, Seattle - kplu.org
Executive Director of News
Tony Manfredi – KNPB, Reno - knpb.org
VP of Strategic Marketing & Programming
Al Gibes – Capital Public Radio, Sacramento - capradio.org
Director of Digital Content
Assumptions
• Digital is essential to your station’s
future
• Mobile should be a focus
• New audiences await
SNAPSHOT
•Dual format News/Jazz station
•University Licensee
•40 – ish employees
•News: ND + 7 staff – 1 Digital First
•Jazz: 7 hosts •Digital Content: 2 full time employees 1 part-time employee and many interns
Turning Point:
Digital Training + Online Managing Editor
• Takes responsibility for all online content
• Works in tandem with broadcast staff and creates Web-only and Web-first content
• Journalist• Works on a different news clock • Provides thought leadership!
What Next?• Content trumps technology.
oWebsite critical but secondary
oAudience informs development
oApps/toys with purpose only!
o Pay more attention to distribution
channels – especially social
What Next?
• Moved to a multi-platform approach to content.
• Moved positions to diversify talent.• Everyone expected to work in all
platforms.• Move to new way of assessing impact.
Can we be brave enough to stop doing what isn’t
working?
“It only ends once. Anything that happens
before that is just progress.” Jacob
SNAPSHOT• Community Licensee• PBS Member Station• 107 Market• 70,000 households each week• 140,000 people each week• 30 Full Time Employees• One employee posts social media • PR Firm support for social media
KNPB Delivers 3 Channels to Over 140,000 People Each Week
5.1 (HD)
5.2
5.3
KNPB Five Areas of Focus1. Operate within a business model that maintains our
fiscal integrity while achieving a diversified, independent financial strategy.
2. Build an organization that is flexible and innovative.
3. Make our content available wherever, whenever, and however people want to receive it.
4. Provide high quality, mission-driven, relevant content and services for our community.
5. Establish and maintain effective, ongoing community partnerships
KNPB Delivers Robust Online Services
knpb.org watch.knpg.org
KNPB Campus
KNPB CampusReady to Learn Writers
ContestKNPB PBS Learning Media
e4e Professional Teacher Training
Community Events & Partnerships
• Reno Aces
• Spring Event at Rancho San Rafael
• Aged to Perfection
• Artown
• Red House Project
• Great Reno Balloon Races
• Lake Tahoe Shakespeare Festival
Social Strategy
Support Strategic Plan
Increase Station Reach & Awareness
Programming Reach & Awareness
Community Event Reach & Awareness
Nationally and locally generated content
3+ posts per day
Staff post programming content
PR firm posts event driven content
Social Strategy
• KNPB at a Crossroado No dedicated social media staffo What other platforms?o What other techniques?o Create unique #onknpb
Social Measurement
SNAPSHOT
•2 broadcast signals - News/Music•7 terrestrial stations•4 digital streams:
News Music ClassicalStream JazzStream
•University licensee•60+ employees•News: 22 FT/PT •Digital: 5 FT
STRATEGIC PLANNING
• Initial digital retreat in 2011, resulted in hiring Digital Content Director
• Second retreat in 2013 set priorities and objectives for next 12-18 months
Facilitated, off-site, day-long Include all stakeholdersNothing off-limits
Digital Objectives
• Become a primary digital source of in-depth news in the region
• Effectively leverage and distribute news and music content (on-air, Web-only, syndicated, etc…)
• Facilitate engagement and conversation
• Increase user/member loyalty
Digital Mission Statement
“Be a trusted and valued source of in-
depth news, music and entertainment
to the communities we serve while
cultivating engagement, conversations
and a sense of community, resulting in
user/member loyalty.”
PEOPLE
PEOPLE
• Q3/Q4 2013, added 3 content producers:
1 for news1 for music1 graphic designer/utility
• Moved PT designer to FT UX designer• Contracted with local digital agency• Engaged programming resources
MOBILE APP
MOBILE APP
30,000+ downloads/installs15,000+ upgrades in first five weeks
NPR Digital Services
•Training•Analytics•Strategy•Support•NPR .API
TRAINING
TRAINING• Knight News / NPR Digital Services• Enterprise-specific systems
Vendor-basedUniversity-basedAssociation-based
• Management skills• Analytics• SEO• Staff
RESEARCH
Thank You!Jennifer Strachan – [email protected]
Tony Manfredi – [email protected]
Al Gibes – [email protected]