BROADCAST FOR MEMBERSHIP 2020 GNI PROJECT
INTRODUCTION
Graham Media Group seeks to prove the viability of “freemium to paid” membership programs for local TV broadcasters uniquely positioned to engage and connect with audiences.*
Viability • Diversified revenue and new product & service offerings A 2019 st udy from t he Pew Research Cent er found local TV • Deepened audience engagement broadcast ers were t he preferred • Greater independence from legacy business models and most trusted source for local news in nearly all U.S. markets. • Community-focused products and services * GMG USER-FUNNEL
TOP-FUNNEL OKRs: TV Audience Marketing “Total audience growth across all platforms with relentless focus on quality local journalism.”
• TV – Ratings • Web – Users • one-and-done Marketing, • Social – Active followers Site Visitors Social • samplers • loyalists ] • returning users MID-FUNNEL OKRs: Repeat Visitors News / Content • HEUs 3x+/wk • Highly engaged users – Users • app users • Site registrations – Registration totals • Email subscribers – Subscribers • Comments – Total comments / active • newsletter subs commenters • Push alerts – Opt ins / open rates News / Content • registered on site Engaged Users • commenters • Contests - Entries / opt ins • UGC / Pins ] • free subscription BOTTOM-FUNNEL OKRs: Marketing / Conversion Insiders • exclusive deals • Memberships (freemium to paid) – Total number • station events • Event ticket sales – Tickets sold/Revenue • Direct-to-consumer products – Total sold/Revenue • paid subscription • Offers and deals – Sales revenue • App downloads – Total downloads for app, Paid $ Marketing / Conversion • e-commerce & DTC • exclusive extras, content ] newsreader, weather
MEMBERSHIP IS OUR FUTURE
To Better Serve Our Audience – We need to forge a better connection with our audiences with better journalism, better dialogue, and better storytelling
First-Party Ad Targeting - Ability to create audiences and provide more relevant ad and marketing campaigns built by data collected by Graham Media Group
Advertiser deals and promotions - Special offers from existing station advertisers, or new opportunities specifically for members.
Event ticket sales and sponsorships - Station-led or partner community events with premium experiences for members.
Direct-to-consumer sales - Products sold by the station with discounts for members (e.g. weather emergency kits).
Paid user memberships - Monthly or annual dollars from users joining premium membership levels . LAUNCH MARKETS
Our Detroit, Michigan (WDIV) and our Jacksonville, Florida station (WJXT/WCWJ) offer fantastic opportunities
We are leveraging our initial learnings from the ASU Table Stakes program at our San Antonio, Texas station (KSAT 12) • Dominant local TV broadcasters in their markets • Engaged newsroom, sales, and technical staff at stations
Launched first two stations in our Membership project with WDIV Insiders and WJXT Insiders (late May and June launch) • WDIV Detroit increased “Known Users” from 4,551 in March to 11,072 in August
• WJXT Jacksonville increased “Known Users” from 1,949 in March to 5,677 in August What we’ve learned ‘THE FUNNEL’ Registered users vastly outperform anonymous users by any measure.
22X - Pages/User 2X - Pages/Session 10X - Sessions/Users LIFETIME VALUE ClickOnDetroit – 2020
'WDIV Insiders' 'Known' Users All Users One-Timers
$571.81 $108.35 $23.24 $6.81
0.38% 2.8% 100% 77% % of audience
Notes: Lifetime Value = Impressions/User x eCPM WDIV Insiders = Logged-in users in Google Analytics Known users = Sailthru+Logged-inusers Membership Strategy Engagement Loops
Create opportunities for members to contribute and participate
• Comments
• Hearken
• User surveys
• Second Street
• GNI 1:1 Partner grant with Google Surveys Pins
GMG’s proprietary photo-sharing system – exclusively for members • Real-time maps • Interact with weather team • Contribute to community Newsletters
Emails = “known” audience • Newsletters are a bridge to members • Serve users • Sponsor opportunities Virtual Watch Parties How do we take it to the next level? Get more people involved?
Behind the scenes! Team effort!
2019 YouTube GNI grant Audience Development Rigorous data unlocks opportunities ‘Design/do’ experiments fuel learning BlueConic – Our ‘Consumer Data Platform’
What’s next: Member revenue MEMBERSHIP REVENUE
• Event ticket sales and partnerships • First party ad targeting • Advertiser deals and promotion • Direct-to-consumer sales • Paid membership / Exclusive access • Microtransactions • Newsletters • Clubs THANK YOU!