#social

BRAND 5

• 5FM has 37 years of brand history in developing upwardly mobile youth audiences

• Marketing has always been key to the strategy. TV adverts, music compilations, DJ presence, client synergy and activations

• The introduction of digital was a natural progression for 5FM as technology, discovery and early adoption are part of the brands dna

• The 5FM on-air personalities have similar brand dna’s so they too had social media presence at an early stage

THE SYNERGY

• Interaction developed parallel to platform growth

• Facebook was the first major social media break platform but wasn’t used as a key platform for instant engagement. It amplified on-air messages and was a nice reference tool

• Twitter changed the way we engage directly. It’s a text broadcast to your twitter “listeners”

• 5FM built a large twitter following in a relatively short space

• Currently on 631k on growing between 5 & 10% per month

• There exists a natural synergy between FM and social media

• Twitter quickly became a great way to aggregate sentiment and get comment in a relatively cheap and quick way

THE DIGITAL PROBLEM

• The on-air product has a personality and can defined

• Social media requires the same treatment, it needs a personality

• 5FM personalities don’t necessarily represent the brand in all their activities. There is good synergy but 5FM can’t dictate content and personality on the social space

• Personalities have used the FM platform to help build their social profiles by pointing listeners to their handles to get feedback for topics on their show

• This is problematic as we are pushing audiences away from our brand

• 5FM had a few shows running handles, these had good following and response rates

• Based on brand ownership it was decided to create show handles to ensure consistent on-line and on-air presence and personality

• Facebook was the first major social media break platform but wasn’t used as a key platform for instant engagement. It amplified on-air messages and was a nice reference tool

• Twitter changed the way we engage directly. It’s a text broadcast to your twitter “listeners”

• 5FM built a large twitter following in a relatively short space

• Currently on 631k on growing between 5 & 10% per month

• There exists a natural synergy between FM and social media

LOGISTICALLY

• 5FM has two community manager that run the 5FM platforms

• Each show takes control of the show handle, this can be used on the show

• A digital style guide was formulated to give guidance

• The show can follow and interact on-line to add value to on-air offering

• 5FM will re-tweet shows and not DJ’s when the content is relevant to the 5FM on-line profile

• We sell @5fm and not the individual show

• If the presenter or show changes we can change handles but keep followers, the presenter doesn’t take the people with them

SOME NUMBERS

• Fresh @5: 101 000

• Hamman Time: 1964

• House of Poppy: 733

• Forbes & Fix: 861

• Roger Good Show: 1440

• 5the Element: 1116

• New Music Nation: 61

• Live Loud5: 203

• Weekend Breakfast: 3643

FOLLOW US

@timzunckel

@5fm

@freshat5

@hammantime

@houseofpoppy

@forbesandfix

@liveloud5

@weekendplaydate

@5thelementsa

@newmusicnation

@wkndbreakfast5