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So we are back we are talking about social media and how social media can help you with your online marketing initiatives and we have moved in to a class now where we are talking about audio.

Streaming Online Audio/Radio
Part Two

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So there are three ways that we want to talk about as far as purchasing advertising on the streamer within an audio broadcast on a streaming show. One is going to be obviously to contact the website itself and see what kind of advertising set-up they have. Typically you are going to find their link for advertising on the website somewhere. Let us go over here to Webmaster radio for instance and we would hope, I hope that Brandy did get on my case here. Here we go ready on advertising info. Good job they got to good call or action on their homepage.

So you click on this link and contact Brandy Shapiro over WebmasterRadio and talk to her about what advertising opportunities they have there. Now, I would assume that on Webmaster radio because they work really closely with all the concept producer in these shows that you probably cannot go directly to a host. If you went directly to a host on one of these shows they are probably going to point you to Brandy Shapiro over at WebmasterRadio.

On some of these other ones like on the live365 and sites where these shows were syndicated from other areas your best bet probably is just to go and try to find contact information for the host of the show which again should be fairly easy to do. I could not imagine why any hosts of interview shows would make their contact information or at least a method to contact them readily available.

And then lastly, we want to talk a little bit about Google audio. If you are familiar with Google AdWords you probably noticed within your account lately that you can log in and they have a tab up their for audio within Google, and what that is the ability to go in and actually create; you can produce your own 30 second or one minute spot in audio and upload it to Google, and Google will purchase unused inventory on terrestrial radio and if you bid out properly and you win the spot, you can actually have you ads that your cross pollinating to some of these stuff actually played on terrestrial radio during the times that the regular radio stations and the advertising agencies are not able to sell spot.

So, when you are doing the bidding on Google, you will see it tells you, I am pretty sure it tells you what the time slots are at least it will give you like a four hour window so you will know if you are buying unused inventory from midnight to 4 A.M. or from the, you know, 4 to 8 o’clock spots something like that so you got some idea when your ad should be showing. So there is a few things you can look at when it comes to streaming audio. Again, admittedly that is not necessarily social medium in some areas but I will bring that up because it ties in to other audio opportunities that we are going to look at and again the opportunities are available and they are very similar across the different areas and in most of these websites because of how strong social networking is.

Lately they have a lot of social networking opportunities available on those sites as well so you want to look at those and take advantage of them if they are relevant to your business model. So some of the opportunities you can go with direct response model with marketing and this are more traditional marketing opportunities when you start looking at streaming audios. Obviously you are going to reach a very highly educated and a fluent consumer based with a lot of these shows and a lot of these shows are financial based or they are high-tech and so you have got a really demographic that you are going at and you compare this to regular internet radio.

The format is so much richer, you have the ability to push people to landing pages that have rich media content that will allow to fill forms out so once you are able to compel someone to take an action for you, you typically— because they are sitting on a desktop already or a laptop typically, your response time is going to be much shorter in this area than if someone is driving on a highway and listens to your ad and you hope that they are going to remember you when ever they get back to the office or their home.

These plans are typically very flexible, it is extremely easy for you to rotate messages, to change time slots, you know, as long as inventories are available on these things, which really important on the internet is that they keep these messages fresh and relevant. Typically on radio and T.V. you can get away with producing a commercial and sometimes you have to because of the expense with professionally producing a commercial or radio spot for traditional media. So you have to go with an ad and you have to stick with it for a long time.

On the internet the cost in many cases is extremely low to produce something that is considered appropriate for the internet or appropriate for an internet audio stream so you have a lot more flexibility when it comes to your budget and resources to produce a lot more content that you are going to rotate out freshly. Obviously in mediacy you’re reaching your target audience and they can reach right back to you very quickly and that is something typically you do not get in radio, terrestrial radio unless you got people calling up directly. And the interactivity that is where we pull the social networking into this.

If you’ve got some radio show that has social networking right on the page where people are listening to audio you got someone who literally has got a form in front of them or has some method in front of them to communicate with you already while they are listening to your spot and sometimes this messages may go to the radio host or the website you have to wait for them to get to you but if you work out a contract appropriately with these sites you typically can get that stuff forwarded to you almost immediately if not immediately.

One of the big ones for me is the tracking. Terrestrial radio does not even come close to the amount of tracking that you can get through audio streams. I mean you can look at how many people are attempting to download an audio stream, how many people actually download the entire stream. You can see how many people actually listen to a stream, you can find out what they are doing on the website. In a lot of cases if some of these websites drop a cookie that follow people outside the domain, you can see whether or not you ad has an impact on their behavior when they leave the site and the behavioral information you get from users is amazing and it really allows you to fine tune your marketing message so that, you know, if you are directing people to your domain itself, and they are not behaving the way you expect to, you’ve got the opportunity then either correct navigation on your site. Correct recalls to action, do a lot of stuff based upon folks behavior so that the messages become more and more effective for you as you work your way through figuring out how to effectively advertise on streaming audio on the net.

So those are the basics about streaming audio. We are going to get into some other types of audio in the internet including Podcasting here in the next couple of classes, so come on back and we will talk a little bit more about how to effectively enhance your marketing programs with social media and social networking.

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Giovanni Gallucci
Social marketing consulting services
469.682.6978
www.gallucci.net | giovanni@gallucci.net

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