twitter's impact on radio (uk)

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Book a demo with us brandwatch.com/demo

Brandwatch Report/

we’re listening!

Discover the challenges, trends and opportunities facing the world’s leading radio stations in the wake of the social media revolution

Listening to the impact of Twitter upon the radio sector.

Dual Senses/ 2013

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Contents

Brandwatch Report

“ There’s no such thing as radio per se anymore – or television or

advertising agencies – it all falls under the same banner called “media”

which includes social media as part of its tapestry. And if you’re a

broadcaster reaching zillions of ears, your job is to give those ears

something to do and someplace to go whether or not it’s to a website

devoted to your radio station. The opportunity for radio brands to harness

the power of social media is now. ”

Mark Ramsey, Veteran Media Strategist, Researcher And Trend Maker

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Dual Senses/ 2013Why read this...

3 Introduction

4 Key Findings

5 The Sample

7 Comparison

8 Audience Behaviour

12 Audience Top Topics

14 Broadcaster Behaviour

18 Content

25 Tweet Timing



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;OL�ÄYZ[�KVJ\TLU[LK�YHKPV�[YHUZTPZZPVU�^HZ�ZLU[�PU�� "�it has earned its legacy. From delivering wartime news in the ‘40s to pirate radio distribution in the ‘60s, there are now nearly 14,000 radio channels in the UK and US alone.

The proliferation of digital technology and social media placed pressure upon radio broadcasters to adapt to a litany of rapid changes in listener behaviour.

Here at Brandwatch, we’re fascinated about the ways in which social media can be harnessed to connect brands with customers and audiences, but also the rich wealth of insights that analysing social media can provide organisations with.

This report reveals insights surrounding 20 of the top UK radio stations, identifying trends, spotting challenges and evaluating which stations are best at capitalising upon the opportunities that Twitter presents.

To gather these insights, Brandwatch carefully selected a sample of 20 radio stations which best represent the market, selecting channels from each genre across national and YLNPVUHS�Z[H[PVUZ��;OL�ÄUKPUNZ�WYLZLU[�]HS\HISL�PUMVYTH[PVU�into how audiences are interacting with radio stations on Twitter and, in turn, how radio stations can optimise the potential of the platform.

If you’d like to discover how analysis of social media JVU]LYZH[PVU�JHU�ILULÄ[�`V\Y�I\ZPULZZ��VY�KPZJ\ZZ�[OL�countless ways that using social media monitoring and analytics can add value to your bottom line, then either check out our library, gaze at our gallery, or get in touch with us for a live demo of our platform.

Take Brandwatch for a spin

Read one of our free reports

It’s 2013: how are radio stations faring in the social media age?

Introduction/Dual Senses/ 2013


http://www.brandwatch.com/buzz/blog/

http://www.brandwatch.com/buzz/labs/

http://www.brandwatch.com/demo/

http://www.brandwatch.com/demo/

http://www.brandwatch.com/reports/


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�� On average, only 0.4% of radio listeners tweet about a radio station in the UK.

�� However, this is 10 times more frequently than listeners in the US.

�� Radio stations aren’t always active at the same time as their audience on social media.

�� Radio stations primarily use Twitter as a broadcasting platform, not for engagement.

�� Radio stations are using hashtags and interacting with fans far less frequently than TV broadcasters.

�� ;OL�]HZ[�THQVYP[`�� VM�YHKPV�Z[H[PVU�'TLU[PVU�[^LL[Z�were directed at celebrities, not listeners.

�� There are lots of opportunities for radio broadcasters to LUOHUJL�[OLPY�VUSPUL�WYVÄSL�

�� The more active broadcasters are on Twitter, the more frequently they are discussed.

�� Tweets receive three times the interaction when a celebrity is mentioned, and boosted engagement when using links, pictures and hashtags.

�� Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account.

�� VM�[OVZL�^OV�TLU[PVULK�IYVHKJHZ[LYZ�VU�;̂ P[[LY�^LYL�loyal to one radio station.

�� VM�YHKPV�[^LL[LYZ�JV\SK�IL�PKLU[PÄLK�HZ�HK]VJH[LZ��HUK�consistently engaged with the brands.

Analysis of discussion about UK radio stations revealed a number of compelling insights.

Key Findings/Dual Senses/ 2013



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TV broadcasters are a lot more sophisticated on social media than YHKPV�IYVHKJHZ[LYZ��6]LY�OHSM��VM�VѝJPHS�;=�ZOV^�;̂ P[[LY�HJJV\U[Z�engage with fans compared to just ��VM�YHKPV�Z[H[PVUZ��

Most TV shows embrace hashtags on ;̂ P[[LY��^P[O��VM�HJJV\U[Z�Z[\KPLK�PUJS\KPUN�HU�VѝJPHS�OHZO[HN�PU�[OLPY�[^LL[Z��JVTWHYLK�[V�VUS`��VM�YHKPV�stations consistently doing so.

Deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals (Tune In With Twitter Report��

Comparison/ TV vs RadioDual Senses/ 2013

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https://www.mediabistro.com/alltwitter/tag/tune-in-with-twitter


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Dual Senses/ 2013UK US

��VM�[OVZL�^OV�TLU[PVULK�IYVHKJHZ[LYZ�VU�;̂ P[[LY�^LYL� loyal to one radio station.

��VM�[OVZL�^OV�TLU[PVULK�IYVHKJHZ[LYZ�VU�;̂ P[[LY� were loyal to one radio station.

On average, around 0.4% of listeners tweet about radio stations.

An average of just 0.06% of each radio broadcaster’s listeners mentioned the station on Twitter.

� ��VM�YHKPV�'PU[LYHJ[PVUZ�HYL�^P[O�JLSLIYP[PLZ�� VM�YHKPV�'PU[LYHJ[PVUZ�HYL�^P[O�JLSLIYP[PLZ�� 32% with brands and 10% with followers.

Tweets receive three times more interaction when a celebrity is mentioned.

Tweets receive ten times more interaction when a celebrity is mentioned and 33% less interaction when a brand is mentioned.

Tweets with hashtags, pictures and links were more popular than those without.

Pictures and links encourage almost 70% more interaction than those without. However, tweets with hashtags received 43% less engagement.

Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account.

-VSSV^LYZ�HYL��TVYL�SPRLS`�[V�LUNHNL�^P[O�H�WYLZLU[LY»Z�Twitter account than a radio station’s Twitter account.

Comparison/ US vs UK



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(JJVYKPUN�[V�YLZLHYJO�I`�9(1(9�� VM�[OL�<2�population tune into radio, 24% of which is via mobile.

;OL�ZHTWSL�^HZ�ZLSLJ[LK�WYPTHYPS`�VU�[OL�SPZ[LULYZOPW�ÄN\YLZ�in the UK.

(�U\TILY�VM�KPќLYLU[�YHKPV�NLUYLZ��PUJS\KPUN�WVW��JSHZZPJHS��talk, sport and regional were also chosen in order to broaden [OL�ÄUKPUNZ�VM�[OL�YLZLHYJO�

The data was captured using Brandwatch Analytics for the months of June, July and August 2013, providing a data set VM�HSTVZ[��TLU[PVUZ�VM�YHKPV�Z[H[PVUZ�

All 20 radio stations monitored had an active presence on Twitter.

The Sample/Dual Senses/ 2013



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Magic FM4%

Other14%

BBC Radio Four7%

*HWP[HS�6ѝJPHS9%

BBC Radio Two16%

BBC Radio One50%

Radio One was the radio station discussed most frequently on Twitter.

Looking at audience behaviour, over 346,000 mentions of radio stations in the UK were captured during the Summer months of 2013.

BBC Radio One formed the topic for ��VM�YHKPV�JVU]LYZH[PVU�VU�;̂ P[[LY��

'))9��'))*9HKPV��HUK� '*HWP[HSVѝJPHS�^LYL�[OL�OHUKSLZ�mentioned the most frequently.

;OL�[VW�Ä]L�TVZ[�MYLX\LU[S`�TLU[PVULK�YHKPV�Z[H[PVUZ�HJJV\U[LK�MVY��VM�[OL�overall discussion.

Audience Behaviour/ Station Share of VoiceDual Senses/ 2013

DATA CAPTURED USING BRANDWATCH ANALYTICS



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Pop radio stations dominated Share Of Voice.

Audience Behaviour/ Listener Twitter Activity - GenreDual Senses/ 2013

Pop radio stations had the largest share of voice, with classical and regional radio stations receiving a far smaller volume of discussion.

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Audience Behaviour/ Twitter ActivityDual Senses/ 2013

Less than 1 in 200 listeners are engaged with radio brands on Twitter. This represents a giant opportunity for growing each radio station’s presence online.

Musically-specialist stations, such as the rock broadcasters Kerrang and Planet Rock, are less successful in provoking discussion than pop music channels.

On average, 0.4% of listeners talk about radio stations on Twitter.Radio Station (UK) Weekly Listeners Total Twitter Mentions Listeners who Tweet %Stray FM 56,000 1126 2.01BBC Radio One 11,018,000 177000 1.6Magic FM 1,875,000 14000 0.74Heart (London) 1,925,000 13000 0.67*HWP[HS�6ɉJPHS 2,999,000 31000 0.55Breeze 11,000 146 0.4talkSPORT 3,249,000 11000 0.3Choice FM 680,000 2718 0.22BBC Radio Three 1,995,000 6313 0.16BBC Radio Two 15,443,000 57000 0.16Kiss FM 2,013,000 6437 0.12Jazz FM 758,000 1666 0.09BBC Radio Four 11,266,000 25000 0.08BBC Five Live Sports 947,000 4096 0.08Kerrang! 1,224,000 656 0.07Planet Rock 896,000 817 0.06Jack FM 112,000 285 0.04Fire Radio 45,000 31 0.04Classic FM 5,614,000 1627 0.017Smooth Radio 2,077,000 584 0.01



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MULTIPLE INTERACTIONS CONSISTENT INTERACTIONS*

There were almost 200,000 unique authors tweeting about radio in the period studied.

��VM�[OVZL�^OV�TLU[PVULK�YHKPV�stations only mentioned one station.

Listeners of UK radio stations are mostly loyal to one station, and 4% of [OLZL�SPZ[LULYZ�JHU�IL�KLÄULK�HZ�IYHUK�advocates. According to research by Deloitte, brand advocates are a small, but very involved segment. They recommend and share a brand two to four times more often than the average JVUZ\TLY�HUK�KYP]L��TVYL�[YHѝJ��0UKP]PK\HSZ�^OV�[^LL[LK�[V�[OL�ZHTL�YHKPV�Z[H[PVU�TVYL�[OHU�Ä]L�[PTLZ��

88% of those who mentioned broadcasters on Twitter were loyal to one radio station.

Audience Behaviour/ Dual Senses/ 2013

KEY:�� t LESS THAN 5Xt MORE THAN 5X


KEY:�� t TWEETS TO ONE RADIO STATION� t TWEETS TO MULTIPLE RADIO STATION S



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What’s Playing30%

Talk About Presenters15%

Song Requests30%

Show Content12%

Celebrities13%

The music played on radio stations was the main driver of conversation.

Music is as important as ever, with 60% of all listener mentions of radio relating to the songs played. This is a great opportunity for radio stations to not only better understand musical preferences of their audience, but also devise strategies that encourage listeners to engage through Twitter.

Conversation surrounding celebrities was almost always focused on music HѝSPH[PVU��YH[OLY�[OHU�V[OLY�HZWLJ[Z�VM�their celebrity life.

Show content, presenters and programming are less important to listeners than music played, though LHJO�Z[PSS�YLTHPU�ZPNUPÄJHU[�HYLHZ�VM�discussion for listeners.

Audience Top Topics/Dual Senses/ 2013

TOP TOPICS




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Over the period analysed, 2% of the conversation was negative. Although a seemingly small number, it accounts for nearly 7,000 mentions, very few of which were responded to.

32% of social customers expect a response to a complaint within 30 minutes. Research by Nielsen demonstrates that 71% of consumers who experience a quick brand response are likely to share that with others.

Negative discussion centred around criticism of the content and presenters, as well as the music. Radio stations can gain rich insights from this social data, helping them understand the perception of their presenters and which content works best. A good example of this is when Radio Four received negative tweets for interviewing One Direction and their fans.

Dual Senses/ 2013The main causes for negative discussion related to presenters and programming.

Audience Top Topics/

Positive Conversation Negative Conversation

Praise for presentersTalk About

Show ContentTalk About Celebrities

Discussing SongsRequesting

Songs

Criticising Show Content

Criticising Song Choice

Criticising Presenters




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Though Radio One and Radio Four have roughly the same amount of weekly listeners, Radio Four generated only 14% the number of mentions that Radio One did.

This disparity between stations can also IL�PKLU[PÄLK�H[�YLNPVUHS�SL]LS��:[YH`�-4�and Fire Radio have similar listenership ÄN\YLZ�I\[�-PYL�9HKPV�PZ�[HSRLK�HIV\[�MHY�less frequently.

9HKPV�6UL�HUK�:[YH`�-4�ILULÄ[[LK�from a number of activities, including:

�� 5V[HISL�PUÅ\LUJLYZ�WYVTV[PUN�[OLPY�station and Twitter handles.

�� Tweeting links to engaging content.�� Posting behind-the-scenes pictures. �� Engaging with listeners

via presenters.�� Competitions and prizes.

Head to head: Stray FM & Radio One vs Fire Radio & Radio Four.

Broadcast Behaviour/ Broadcaster EngagementDual Senses/ 2013

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In general, when radio stations increased their weekly Twitter activity, the volume of audience activity increased as well.

The top three most active stations on Twitter are also the top three most mentioned by the audience.

There is a massive opportunity for radio stations to grow fan engagement on Twitter by increasing their activity.

RELATIONSHIP BETWEEN VOLUME OF TWEETS POSTED AND AUDIENCE DISCUSSION

NO. OF TWEETS SENT PER WEEK

The more active radio stations were, the more active the audience was.

Broadcast Behaviour/ Broadcaster Twitter ActivityDual Senses/ 2013

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talkSPORT

Other

Stray FM

*HWP[HS�6ѝJPHS

BBC Radio Two

45 tweets p/week

3382 tweets p/week

51 tweets p/week

58 tweets p/week

98 tweets p/week

BBC Radio One123 tweets p/week

BBC Radio One was the most active station on Twitter Radio stations tweet an average of 46 times per week.

The top two most active stations on Twitter are run by the BBC.

The top three most active stations on Twitter are also the top three most mentioned by the audience.

Classical and talk radio stations have the most room for improvement, as they are currently the least active on Twitter.

Broadcast Behaviour/ Broadcaster Twitter ActivityDual Senses/ 2013

MOST ACTIVE




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Radio stations do not tend to reply to the comments aimed at them, their shows or their presenters. They seldom engage with listeners at all, using Twitter almost exclusively as a broadcasting platform.

Pop music stations interacted with their audience most, and sport the least.

Radio broadcasters are missing a huge opportunity in fostering a closer relationship with listeners. According to Forrester, engaged social followers HYL�TVYL�SPRLS`��I`�KV\ISL��[V�I\`�MYVT��prefer and recommend a brand.

Broadcast Behaviour/ Broadcast vs Engagement Dual Senses/ 2013Radio stations primarily use Twitter as a broadcasting platform.

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3 Capital FM/ 3PZ[LU�IHJR�[V�[OL�ÄYZ[�

play of MJ feat @justinbieber #SlaveToTheRhythm

on Capital here - capitalfm.com/artists/

justin...

Twitter/�'*HWP[HS6ѝJPHS

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BBC Radio One/Oh hello @ArticMonkeys! 6ɉJPHS*OHY[ new entry at 5V��^P[O�>O`»K�@V\�6US`� *HSS�4L�>OLU�@V\»YL�/PNO&�

>L�SPRL��KV�`V\&

;OL�THQVYP[`�VM�YHKPV�Z[H[PVUZ»�[HYNL[LK�'PU[LYHJ[PVUZ�^LYL�KPYLJ[LK�H[�JLSLIYP[PLZ��with only 21% toward their followers.

When mentioning celebrities, radio stations commonly use them as either a source of news content, or talk to those who are appearing on the show.

Radio One and Heart engaged with the most celebrities, often having two-way conversations with them.

Other stations simply reference them in regard to news stories.

This illustrates a lost chance to interact with fans. When companies engage with customers or fans over social media, those customers end up using the company’s services 20- 40% more frequently, providing a great chance for radio stations to boost listenership.

79% of radio @interactions are with celebrities.

Dual Senses/ 2013Content/ ;̂ P[[LY�'4LU[PVUZ



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Although radio broadcasters are not 'TLU[PVUPUN�[OLPY�MHUZ��TLU[PVUPUN�celebrities is a successful way to engage with them. Tweets which mentioned a celebrity received three times more interaction than those that didn’t.

Tapping into other followings, such as those of celebrities, is a good way for radio stations to generate more audience engagement.

Tweets receive three times more interaction when a celebrity is mentioned.

Content/ Mentioning Celebrities Dual Senses/ 2013

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6U�H]LYHNL�[OLYL�^HZ�H��PUJYLHZL�in the engagement rate when a tweet contained an image.

There was a 47% increase in interaction when there was a link in the tweet, and a 73% boost when using a hashtag.

Including interactive content poses another opportunity to cultivate, engage and grow fans.

Tweets with hashtags, pictures and links were more popular than those without.

Content/ Tweet ContentDual Senses/ 2013

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Dual Senses/ 2013Content/ Hashtag AnalysisTweets with hashtags receive 73% more interaction than those without.

Hashtag analysis illustrates the disparity in conversation topic between the radio stations and their audience. For example, pop and talk channels use hashtags to promote their campaigns, events and news stories, whereas H\KPLUJL�OHZO[HNZ�YLÅLJ[LK�ZVUNZ��celebrities and radio station channels.

��VM�;=�ZOV^Z�HYL�LUJV\YHNPUN�engagement, often successfully, with VѝJPHS�IYHUKLK�OHZO[HNZ��9HKPV�broadcasters can emulate this in order to better match their tweet content to the preferences and habits of their audience.

Most Frequently Used Hashtags Radio Audience PresentersR2vine Radio1 1xjam

Capitalstb BBC Thelateshow

MUFC Nowplaying Wimbledon

Capitalmusicnews Magicfm 1xtra

BBCaq Sendung GNG

Livelions Applause Yourface

Thelateshow Capitalstb Royalbaby

Nowplaying Newbeibercapital MUFC

Magicsummerlive Slavetotherythm Nowplaying

AFC R1review sharknado



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Competitions were sometimes used by radio broadcasters to drive engagement.

*VTWL[P[PVUZ�HYL�\ZLK�KPќLYLU[S`�I`�each genre, with prizes contextual to the target audience. For example '*HWP[HS6ѝJPHS�NH]L�H^H`�MYLL�MLZ[P]HS�tickets, whereas Stray FM gave away a gym pass for a local gym.

Sport, talk and classical radio stations did not appear to host any competitions.

Gig tickets were the most popular competition prizes.

Sport, talk and classical radio stations did not host any competitions.

Content/ CompetitionsDual Senses/ 2013

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Events and celebrities caused the biggest spikes in conversation among listeners.

Dual Senses/ 2013Content/ Peaks and Reasons

CAPITAL OFFICIAL HOST THE SUMMER-

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Show Content4%

Topical Events11%

Behind-the Scene Pictures22%

Their Radio Station63%


6M�HSS�WYLZLU[LYZ»�[^LL[Z�VUS`��HYL�about radio. There is an opportunity for radio stations to further use presenters to enhance their social strategy. Radio One are already doing this very well, including their presenters in the majority of Twitter conversations.

-V\Y�VM�[OL�[VW�Ä]L�TVZ[�HJ[P]L�presenters are Radio One DJs.


The Capital FM presenters are talked about the most positively, followed closely by Heart and BBC Radio Four.

Content/ Presenter InsightDual Senses/ 2013

TOP TOPICS PRESENTERS TWEET ABOUT IN REGARD TO RADIO



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Listeners are most active on Twitter at the start and at the end of the traditional working day.

Radio stations are not active at the same times, suggesting some disparity between the organisations and their audiences.

Again, by understanding audience’s behaviour, habits and preferences, a TVYL�LќLJ[P]L�ZVJPHS�Z[YH[LN`�JHU� be implemented

Radio stations aren’t capitalising upon key audience conversation times.

Tweet Timing/ Twitter ActivityDual Senses/ 2013

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Audiences discuss radio most frequently at the weekends, particularly on Friday and Sunday.

Radio stations are decreasing activity throughout the week, posting far less frequently at the weekends.

Again, this presents another missed opportunity for broadcasters to engage with listeners at optimum times.

Radio stations decrease their Twitter activity when the audience are most active.

Tweet Timing/ Days of the weekDual Senses/ 2013

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Brandwatch ReportR

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/info ;V�ÄUK�V\[�OV^�)YHUK^H[JO�JHU�improve your business or to schedule a demo, visit Brandwatch.com/demo or contact us today:

US!�� UK!�� Germany!��

Thank you/ Hopefully by reading this report you’ve gained some understanding into the state of [OL�YHKPV�ZLJ[VY�^P[O�YLNHYK�[V�ZVJPHS�TLKPH��HUK�ZVTL�RL`�ÄUKPUNZ�PU[V�OV^�IYHUKZ�PU�general can adopt a more intelligent approach to online activity.

We love to help our clients make sense of large datasets and what is being said about them online, in order to deliver a whole suite of measurable business advantages. Please do get in touch if you’d like to discuss the conversation that matters to you.

/about Brandwatch Brandwatch is one of the world’s leading providers of social media monitoring and analysis. More than 700 global brands and agencies use Brandwatch to listen, analyse and engage with online conversations around their brand, their customers and their industry.

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Dual Senses/ 2013



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