Report/ Dual Senses/ 2013 Brandwatch Report Dual Senses/2013 Book a demowith usbrandwatch.com/demo of thesocialmediarevolution facing theworld’s leading radiostationsinthewake Discover thechallenges,trends andopportunities upon theradiosector. Listening totheimpactofTwitter

/ listening! we’re 2 Report/ Dual Senses/ 2013 “

Why read this... Dual Senses/2013 Brandwatch Report Mark Ramsey,Veteran MediaStrategist,Researcher AndTrend Maker the powerofsocialmediaisnow. devoted toyourradiostation.Theopportunityforbrandsharness something todoandsomeplacegowhetherornotit’s toawebsite broadcaster reaching zillionsofears,yourjobistogive thoseears which includessocialmediaaspartofitstapestry. Andifyou’re a advertising agencies–itallfallsunderthesamebannercalled“media” There’s nosuchthingasradioperseanymore –ortelevision Book a demowith usbrandwatch.com/demo ” Contents 23 18 14 12 8 7 5 4 3

Tweet Timing Content Broadcaster Behaviour Audience Top Topics Audience Behaviour Comparison The Sample Key Findings Introduction Dual Senses/ 2013 Introduction/

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

The first documented radio transmission was sent in 1895; To gather these insights, Brandwatch carefully selected a it has earned its legacy. From delivering wartime news in the sample of 20 radio stations which best represent the market, ‘40s to pirate radio distribution in the ‘60s, there are now selecting channels from each genre across national and nearly 14,000 radio channels in the UK and US alone. regional stations. The findings present valuable information into how audiences are interacting with radio stations on The proliferation of digital technology and social media placed Twitter and, in turn, how radio stations can optimise the pressure upon radio broadcasters to adapt to a litany of rapid potential of the platform. changes in listener behaviour. If you’d like to discover how analysis of social media Here at Brandwatch, we’re fascinated about the ways in conversation can benefit your business, or discuss the which social media can be harnessed to connect brands with countless ways that using social media monitoring and customers and audiences, but also the rich wealth of insights analytics can add value to your bottom line, then either check that analysing social media can provide organisations with. out our library, gaze at our gallery, or get in touch with us This report reveals insights surrounding 20 of the top UK radio for a live demo of our platform. stations, identifying trends, spotting challenges and evaluating Take Brandwatch for a spin which stations are best at capitalising upon the opportunities that Twitter presents. Read one of our free reports Report/ Dual Senses / 2013

3 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Key Findings/

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

• On average, only 0.17% of radio listeners’ tweet about a • The more active broadcasters are on Twitter, the more radio station in the UK frequently they are discussed. • Radio stations aren’t always active at the same time as • Tweets receive three times the interaction when a celebrity their audience on social media. is mentioned, and boosted engagement when using links, pictures and hashtags. • Radio stations primarily use Twitter as a broadcasting platform, not for engagement. • Followers are 20% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. • Radio stations are using hashtags and interacting with fans far less frequently than TV broadcasters. • 88% of those who mentioned broadcasters on Twitter were loyal to one radio station. • The vast majority (79%) of radio station @mention tweets were directed at celebrities, not listeners. • 4% of radio tweeters could be identified as advocates, and consistently engaged with the brands.

• There are lots of opportunities for radio broadcasters to enhance their online profile. Report/ Dual Senses / 2013

4 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Comparison/ TV vs Radio

TV broadcasters are a lot more sophisticated on social media than radio broadcasters. Over half (52%) of official TV show Twitter accounts engage with fans compared to just 100 25% of radio stations. Most TV shows embrace hashtags on 80 Twitter, with 83% of accounts studied including an official hashtag in their

60 tweets, compared to only 15% of radio stations consistently doing so.

40 Deeper integration of Twitter not only

% PERCENT drives discovery and engagement but also drives increases in brand recall 20 scores and other marketing goals (Tune In With Twitter Report).

0 Use Official Hashtags Interact with Fans KEY: • TV • RADIO Report/ Dual Senses / 2013

5 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Comparison/ US vs UK

UK US 88% of those who mentioned broadcasters on Twitter were 93% of those who mentioned broadcasters on Twitter loyal to one radio station. were loyal to one radio station.

On average, around 0.17% of listeners tweet about On average, 0.3% of radio listeners tweet about a radio radio stations. station in the US

41% of radio @interactions are with celebrities, 79% of radio @interactions are with celebrities. 32% with brands and 10% with followers.

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

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

Followers are 20% more likely to engage with a presenter’s Followers are 54% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account. Twitter account than a radio station’s Twitter account. Report/ Dual Senses / 2013

6 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 The Sample/

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

According to research by RAJAR (2013), 90% of the UK population tune into radio, 24% of which is via mobile. The sample was selected primarily on the listenership figures in the UK. A number of different radio genres, including pop, classical, talk, sport and regional were also chosen in order to broaden the findings of the research. The data was captured using Brandwatch Analytics for the months of June, July, August and December 2013, providing a data set sample of over 500,000 mentions of radio stations. Report/ Dual Senses / 2013

7 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Behaviour/ Station Share of Voice

Radio One was the radio station discussed most Brandwatch examined a sample of frequently on Twitter. 346,000 mentions of radio stations in the UK to establish audience behaviour. BBC Radio One formed the topic for % 50 50% of radio conversation on Twitter. BBC Radio One @BBCR1, @BBCRadio2 and 16 % @Capitalofficial were the handles BBC Radio Two mentioned the most frequently. 9% The top five most frequently mentioned Capital Official radio stations accounted for 75% of the overall discussion. 7% BBC Radio Four 4% Magic FM 14 % Other DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

8 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Behaviour/ Listener Twitter Activity - Genre

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

35000

30000

25000

20000

15000

10000 NUMBER OF MENTIONS

5000

0 Sport Pop Talk Classical Regional

RADIO GENRE

DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

9 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Behaviour/ Twitter Activity

On average, 0.17% of listeners talk about radio Less than 1 in 200 listeners are stations on Twitter each week. engaged with radio brands on Twitter. This represents a giant opportunity Radio Station (UK) Weekly Listeners Avg. Weekly Twitter Mentions Listeners who Tweet % (Weekly) for growing each radio station’s Breeze 11,000 101 0.91 presence online. Stray FM 56,000 305 0.54 Capital Official 2,999,000 11,436 0.38 Musically-specialist stations, such as Kiss FM 2,013,000 6399 0.31 the rock broadcasters Kerrang and talkSPORT 3,249,000 10,061 0.30 Planet Rock, are less successful in BBC Radio 1 11,018,000 23,361 0.21 provoking discussion than pop Jack FM 112,000 197 0.17 music channels. Fire Radio 45,000 47 0.10 Heart (London) 1,925,000 1705 0.08 Planet Rock 896,000 727 0.08 BBC Radio 2 15,443,000 11,465 0.07 Magic FM 1,875,000 1264 0.06 BBC Radio 3 1,995,000 1101 0.05 BBC Radio 4 11,266,000 6,695 0.05 BBC Five Live Sports 947,000 488 0.05 Jazz FM 758,000 291 0.03 Classic FM 5,614,000 1531 0.02 Smooth Radio 2,077,000 458 0.02 Kerrang! 1,224,000 334 0.02 Choice FM 680,000 104 0.01 Report/ Dual Senses / 2013

10 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Behaviour/

88% of those who mentioned broadcasters on Twitter Brandwatch examined a sample of were loyal to one radio station. 200,000 unique authors tweeting about radio MULTIPLE INTERACTIONS CONSISTENT INTERACTIONS* 88% of those who mentioned radio stations only mentioned one station. Listeners of UK radio stations are mostly loyal to one station, and 4% of these listeners can be defined as brand 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 consumer and drive 18% more traffic.

* Individuals who tweeted to the same radio station more than five times.

KEY: • TWEETS TO MULTIPLE RADIO STATION S KEY: • LESS THAN 5X • TWEETS TO ONE RADIO STATION • MORE THAN 5X DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

11 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Top Topics/

The music played on radio stations was the main Music is as important as ever, with driver of conversation. 60% of all listener mentions of radio relating to the songs played. This is a great opportunity for radio stations TOP TOPICS to not only better understand musical preferences of their audience, but 13% also devise strategies that encourage Celebrities listeners to engage through Twitter.

% Conversation surrounding celebrities 12 was almost always focused on music Show Content affiliation, rather than other aspects of 30% their celebrity life. Song Requests Show content, presenters and % programming are less important to 15 listeners than music played, though Talk About Presenters each still remain significant areas of 30% discussion for listeners. What’s Playing

DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

12 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Audience Top Topics/

The main causes for negative discussion related to Over the period analysed, 2% of the presenters and programming. conversation was negative. Although a seemingly small number, it accounts for nearly 7,000 mentions, very few of Positive Conversation Negative Conversation which were responded to. 32% of social customers expect a response to a complaint within Praise for 30 minutes. Research by Nielsen presenters Criticising demonstrates that 71% of consumers Talk About Show Content who experience a quick brand response are likely to share that with others. Show Content Criticising Talk About Celebrities Song Choice Negative discussion centred around criticism of the content and presenters, Discussing Songs Criticising Presenters as well as the music. Radio stations can Requesting gain rich insights from this social data, Songs helping them understand the perception of their presenters and which content works best. A good example of this is when Radio Four received negative DATA CAPTURED USING BRANDWATCH ANALYTICS tweets for interviewing One Direction

Report/ Dual Senses / 2013 and their fans. 13 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Engagement

Head to head: Stray FM & Radio One vs Though Radio One and Radio Four Fire Radio & Radio Four. have roughly the same amount of weekly listeners, Radio Four generated only 14% the number of mentions that Radio One did. 0.6 0.6 This disparity between stations can also 0.5 0.5 be identified at regional level. Stray FM and Fire Radio have similar listenership

0.4 0.4 figures but Fire Radio is talked about far D D less frequently.

0.3 0.3 Radio One and Stray FM benefitted

% ENGAGE from a number of activities, % ENGAGE 0.2 0.2 including: • Notable influencers promoting their 0.1 0.1 station and Twitter handles. • Tweeting links to engaging content. 0.0 0.0 • Posting behind-the-scenes pictures. Radio Four Radio One Fire Radio Stray FM • Engaging with listeners

DATA CAPTURED USING BRANDWATCH ANALYTICS via presenters. • Competitions and prizes. Report/ Dual Senses / 2013

14 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Twitter Activity

The more active radio stations were, the more active In general, when radio stations the audience was. increased their weekly Twitter activity, the volume of audience activity increased as well. 6000 There is a massive opportunity for radio stations to grow fan engagement on 5000 Twitter by increasing their activity. S Interestingly, the impact of increasing 4000 from 100-199 up to 200+ is less than the impact of getting over 99, 3000 this suggests that sending too many tweets does not correlate with 2000 a larger audience. AVERAGE AUDIENCE POST 1000

0 0 - 99 100 - 199 200+

AVERAGE RADIO STATION POSTS

DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

15 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Broadcast Behaviour/ Broadcaster Twitter Activity

Capital Official was the most active station on Twitter Radio stations tweet an average of 112 times per week. Although Radio One is the most

MOST ACTIVE mentioned radio station, they do not make the top 5 most active radio 384 tweets p/week Capital Official stations on Twitter, tweeting an average of 254 times a week compared to 313 tweets p/week Capital’s 384. Heart

255 tweets p/week Kiss FM

219 tweets p/week Stray FM

188 tweets p/week BBC Radio 2

896 tweets p/week DATA CAPTURED USING BRANDWATCH ANALYTICS Other Report/ Dual Senses / 2013

16 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Broadcast Behaviour/ Broadcast vs Engagement

Radio stations primarily use Twitter as a Radio stations do not tend to reply broadcasting platform. to the comments aimed at them, their shows or their presenters. They seldom engage with listeners at all, using Twitter almost exclusively as a 100 broadcasting platform. Pop music stations interacted with their 80 audience most, and sport the least. Radio broadcasters are missing a 60 huge opportunity in fostering a closer relationship with listeners. According to Forrester, engaged social followers 40 % OF TWEETS are more likely (by double) to buy from, prefer and recommend a brand. 20

0 Sport Talk Regional Classical Pop KEY: • BROADCAST • INTERACTION DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

17 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Content/ Twitter @Mentions

79% of radio @interactions are with celebrities.

The majority of radio stations’ targeted @interactions were directed at celebrities, BBC Radio One/ with only 21% toward their followers. Oh hello @ArticMonkeys! #OfficialChart new entry at When mentioning celebrities, radio stations commonly use them as either a source No. 8 with Why’d You Only Call Me When You’re High? of news content, or talk to those who are appearing on the show. We like, do you? 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. Twitter/ @BBCR1 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 Capital FM/ boost listenership. Listen back to the first play of MJ feat @justinbieber #SlaveToTheRhythm on Capital here - capitalfm.com/artists/ justin...

Report/ Dual Senses / 2013 Twitter/ @CapitalOfficial 18 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Content/ Mentioning Celebrities

Tweets receive three times more interaction when a Although radio broadcasters are not celebrity is mentioned. @mentioning their fans, mentioning celebrities is a successful way to

engage with them. Tweets which mentioned a celebrity received three 80 times more interaction than those 70 that didn’t.

60 Tapping into other followings, such as those of celebrities, is a good way 50 for radio stations to generate more audience engagement. 40

30 % OF INTERACTIONS 20

10

0 Mention Celebrity Don't Mention Celebrity

DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

19 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Content/ Tweet Content

Tweets with hashtags, pictures and links were more On average there was a 285% increase popular than those without. in the engagement rate when a tweet contained an image. There was a 47% increase in interaction 50 when there was a link in the tweet, and a 73% boost when using a hashtag.

40 Including interactive content poses another opportunity to cultivate, engage and grow fan bases. 30

20 NO. OF INTERACTIONS

10

0 Pictures Links Hashtags KEY: • WITH • WITHOUT

DATA CAPTURED USING BRANDWATCH ANALYTICS Report/ Dual Senses / 2013

20 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Content/ Hashtag Analysis

Tweets with hashtags receive 73% more interaction Hashtag analysis illustrates the disparity than those without. in conversation topic between the radio stations and their audience. For Most Frequently Used Hashtags example, pop and talk channels use hashtags to promote their campaigns, Radio Audience Presenters events and news stories, whereas R2vine Radio1 1xjam audience hashtags reflected songs, Capitalstb BBC Thelateshow celebrities and radio station channels. MUFC Nowplaying Wimbledon 83% of TV shows are encouraging Capitalmusicnews Magicfm 1xtra engagement, often successfully, with BBCaq Sendung GNG official/branded hashtags. Radio Livelions Applause Yourface broadcasters can emulate this in order Thelateshow Capitalstb Royalbaby to better match their tweet content to the preferences and habits of Nowplaying Newbeibercapital MUFC their audience. Magicsummerlive Slavetotherythm Nowplaying AFC R1review sharknado Report/ Dual Senses / 2013

21 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Content/ Presenter Insight

Followers are 20% more likely to engage with a Of all presenters’ tweets,only 15% are presenter’s Twitter account than a radio station’s about radio. There is an opportunity for radio stations to further use Twitter account. presenters to enhance their social TOP TOPICS PRESENTERS TWEET ABOUT IN REGARD TO RADIO strategy. Radio One are already doing this very well, including their presenters in the majority of Twitter conversations. 63% Four of the top five most active Their Radio Station presenters are Radio One DJs.

% Followers are 20% more likely to 22 engage with a presenter’s Twitter Behind-the Scene Pictures account than a radio station’s 11 % Twitter account. Topical Events The Capital FM presenters are talked % about the most positively, followed 4 closely by Heart and BBC Radio Four. Show Content Report/ Dual Senses / 2013

22 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Tweet Timing/ Twitter Activity

Radio stations aren’t capitalising upon key audience Listeners are most active on Twitter conversation times. at the start and at the end of the traditional working day. Radio stations are not always active 1.50 60 at the same times, suggesting some

N disparity between the organisations and 1.25 50 their audiences. Again, by understanding audience’s 1.00 40 behaviour, habits and preferences, a more effective social strategy can 0.75 30 be implemented.

0.50 20

10 0.25 NO. OF TWEETS SENT BY AUDIENCE NO. OF TWEETS SENT BY RADIO STATIO

0.00 0

m m m m m m m m m m m m m m m m m m m m m m m m a a a a a a a a a a a a p p p p p p p p p p p p 2 1 2 3 4 5 6 7 8 9 0 1 2 1 2 3 4 5 6 7 8 9 0 1 1 1 1 1 1 1 KEY: • RADIO STATIONS • AUDIENCE Report/ Dual Senses / 2013

23 Book a demo with us brandwatch.com/demo Dual Senses/ 2013 Tweet Timing/ Days of the week

Radio stations decrease their Twitter activity when the Audiences discuss radio most audience are most active. frequently at the weekends, particularly on Friday and Saturday. Radio stations are decreasing activity 20.0 600 midweek, posting far less frequently at the weekends. N Again, this presents another missed 17.5 550 opportunity for broadcasters to engage with listeners at optimum times.

15.0 500

12.5 450 NO. OF TWEETS SENT BY AUDIENCE NO. OF TWEETS SENT BY RADIO STATIO 10.0 400 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

DAY KEY: RADIO AUDIENCE

Report/ Dual Senses / 2013 • •

24 Book a demo with us brandwatch.com/demo 25 Report/ Dual Senses/ 2013 Dual Senses/2013 Brandwatch Report Book a demowith usbrandwatch.com/demo Founded inAugust2007, BrandwatchhasofficesintheUS, UKandGermany. and theirindustry. analyse andengagewithonlineconversations around theirbrand,customers analysis. More than700global brandsandagenciesuseBrandwatchtolisten, Brandwatch isoneoftheworld’s leadingproviders ofsocialmediamonitoringand /about Brandwatch Please dogetintouchifyou’dliketodiscusstheconversationthatmattersyou. them online,inorder todeliverawholesuiteofmeasurablebusiness advantages. We lovetohelpourclientsmakesenseoflargedatasetsandwhatis beingsaidabout general canadoptamore intelligentapproach toonline activity. the radiosectorwithregard tosocialmedia,andsome keyfindingsintohowbrandsin Hopefully byreading thisreport you’vegainedsomeunderstanding intothestateof Thank you/

Germany: +49(0)71191244 159 UK: +44(0)1273234290 US: +12122292240 or contactustoday: a demo,visitBrandwatch.com/demo improve yourbusinessorto schedule To findouthowBrandwatchcan /info