RADIO LEVERAGING THE POWER OF SOCIAL MEDIA
TO ENGAGE LISTENERS AND DRIVE RATINGS GROWTH 1,000% INCREASE IN FACEBOOK FEEDBACK AT STATION IN TOP 10 MARKET;
WEEKLY TSL UP MORE THAN 40%

COVINGTON, KY – April 14, 2011 – dmr is working with broadcasters across North America to harness the power of social media as an integral part of their marketing strategy. These efforts are not merely designed to monetize digital properties, but more significantly for the financial bottom line, these strategies drive traditional ratings growth.

“While digital revenue is growing, traditional ratings are still where stations are making most of their money,” said Tripp Eldredge, president of dmr. “By engaging listeners through a multi-channel interactive marketing campaign that includes social media, stations are driving ratings while creating a unique digital experience that listeners spread virally.” 

During the first quarter this year, a HOT AC station in a top 10 market working with dmr generated significant ratings and social media growth as part of their comprehensive strategic marketing campaign. The results included:

- 61% increase in the target AQH, resulting in a top 5 ranking
- Feedback on Facebook increased by more than 1,000% with nearly 20,000 Likes and comments
- 40% growth in weekly TSL
- Views of Facebook posts on station wall increased 121% to 2.8 million
- 52% increase in average overall share, amongst persons 25-54.

Other highlights of the dmr 360° Listener Engagement Strategy included adding 7,250 listeners to the station database with almost 1,000 coming from the Facebook tab along with the average share in Morning Drive increasing 44%.

Elements of a social media marketing strategy include a Facebook registration form, customized Tweets, a Facebook Like and Win Tab, as well as a promotion that creates listener-to-listener interaction across Facebook, Twitter, blogs and other digital platforms. Visit www.facebook.com/dmrinteractive to experience Like and Win.

According to Ed Schindler, Digital Marketing manager at dmr, “When we begin our work together, many stations are using social media as another broadcast channel, rather than engaging listeners and empowering them to connect with others. We’re able to provide a framework that is listener focused and connects with the audience.”  

dmr is partnering with stations and groups to strategically integrate social media to drive ratings growth. For more information or to schedule a customized review of your social media strategy as it relates to ratings, contact Tripp Eldredge at 859-957-1590 or tripp@dmrinteractive.com.  

About dmr
dmr (direct marketing results) is the leading strategic marketing consultancy and service provider for the broadcast industry. For more than two decades, dmr has led the industry in fully integrated marketing solutions that include precision-targeted, multi-contact personalized campaigns using digital, telephony, direct mail, e-mail and database marketing services. For more information, visit facebook.com/dmrinteractive.

###