Radio 2.0 París

José María García-Lastra @jmglastra

10 Best tools to improve user and brand engagement

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…from the 20th to the 21st Century Radio …

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The new listener:

1. Now is Interactive.

2. Is not passive.

3. Wants personalization.

4. Wants to take editorial decisions.

I'm in charge now

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The new Radio:

1. There are multiple channels.

2. Radio no longer has the exclusive last hour.

3. A content for each person.

4. The advertising can be tailored to each listener.

When, where and what you want.

All the channels.

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How to adapt to the channel???

How to improve engagement??

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++ Engagement

+ Engagement

The engagement pyramid of the 21st Century Radio

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The engagement pyramid of the 21st Century Radio

++ Engagement

+ Engagement

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10.- New Publishing Formats: Timeline It allows to present the events in a timeline format. Allowing us to include all

the information associated to the event: audio, video, images, links…

+ Engagement.

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9. Integrating Social Media since the production:

Paloo. The user participates in the productive process, providing contents (UGC), proposing

topics and suggesting opinions from the Social Networks.

+ Engagement.

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8.- Multichanneling: Paloo, multichannel. Intuitive CMS, agile and flexible, prepared for the contents management on different

channels and their visualization from the different devices.

+ Engagement.

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7. New Contents: CRMS and semantic tools, Big

Data.

+ Engagement.

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6. Proactive search of the user: Campaign

manager. Communication circuits with specific contents for a concrete target. They are

manageable using a CMS that generate different schedules attending to: time, day, and

location of every one of the integrated screens of the circuit, they give us the possibility

of focusing our campaigns to our target, augmenting their impact and efficiency.

+ Engagement.

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5. New Platforms: Merkur. It´s a tool that facilitates the quick adaptations of a brand from a web channel to any

other (smartphone, tablet, SmartTV, videogames console, etc.) to access it via a

navigator or from an app.

+ Engagement.

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4. New Advertising: interactive, multimedia,

using AR. Advertising enriched with AR applications that produce a more direct impact and

influence on the consume impulse.

+ Engagement.

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3. New Contents Formats: Linking through AR Tool based on Augmented Reality that allows to:

• Link audio contents (stream signal, podcast, etc.) with an image.

• Link contents associated to the images that are published on an online radio

player.

+ Engagement.

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2. Thematization: Theme Channels Tool that works as a bridge between the CMS and the WEB, as a non intrusive form,

and allows that a mainstream Radio offers to the audience a theme channels portfolio.

+ Engagement.

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1. Personalization: Personalized Channels. With the CMS the user can generate their own program schedule of specific channels

based on their tastes and information needs.

+ Engagement.