Contrary to popular belief I’m not in the voice over business…I am in the storytelling business. Every script I receive is a story in one form or another and I’m hired to tell that story. If you’ve attended one of my lectures you will already know that this is my core approach to everything I do.
That said look at this awesome :30 second story, told without a voice over at all:
Well, I’ve finally gone and done it, I’ve just stepped on to the Twitter stage. After months of considering adding it to my social media network I gave in to the urge. Whether you’re already in it or considering adding social media to your mix of communication devices here are 3 simple rules to remember:
1. Pull, don’t push. Social-media newbies often make the mistake of being too aggressive. Some people might respond to new Twitter followers with a ‘Thanks for following. Visit my Web site for a free … [insert whatever promotional message you’ve seen.].’ Social networks are about conversations that build relationships, not indiscriminate come-ons.
2. Forget about social-network omnipresence. No one expects you to be everywhere, choose the sites frequented by your customers/clients. At minimum, establish a presence at the big three. Think of them this way: LinkedIn is your business suit, Facebook is business casual, and Twitter is the 24/7 ongoing cocktail party.
3. Be yourself. If it’s still available, use your own name as a handle and your headshot as an avatar, even if you’re networking on behalf of your company. I believe that in social media people would rather relate to and build trust with other PEOPLE, rather than brands.
As quickly as social networking media is developing so are the rules of the game. Making yourself familiar with online protocol will smooth your path to online success.
Noted radio consultant Mark Ramsey on his Hear 2.0 blog recently posed the question that if Amazon.com could “…disaggregate the “book” from a book and monetize it, how can you disaggregate the “radio” from your radio station and monetize that?” A fantastic observation on Mark’s part.
In fact I believe it is possible through the medium of podcasting. Which up until now has been the exclusive domain of the “weekend broadcaster” recorded live on their kitchen table. Radio can do a better job, after all it’s what we do. Imagine news-talk radio going more in depth on local stories they don’t usually give more than a 30 second set-up and sound bite to in a “60 Minutes” type of investigative show. Or music stations getting deeper into the music, again, something similar to VH1’s behind the music. The question remains, would listeners be willing to pay for it?
Take for example Scott Smith who launched his Motivation to Move website, blog and podcast in 2006 and has been enjoying significant success, boasting as many as 40-thousand paying subscribers.
Can radio take “the radio” out of radio? Oh yes they can! It’s a matter of getting out of the tiny box they’ve placed themselves into …pun intended.
Over the course of the next 5-6 years, the importance of getting Air-Play on terrestrial i.e. traditional, programmed radio will drastically decline, as people are switching to the Internet (and by extension, to each other) as the #1 way of sourcing music programs. We will see a drastic increase in fragmentation as people will do anything from carefully customizing each track in their lists to just listen to ‘what’s on’ – and there will be 100s of permutations in between. From total engagement to total passive consumption, there will be offers covering each – and they will all be connected.
Because of the strong uptake in next generation mobile devices (fka cell phones), the explosive proliferation of social networks and the drastic increase in wireless broadband capabilities at ever decreasing costs (yes, not yet – but give it another 18 months) we will see people use their mobile devices as prime instruments of listening to radio-like music programs – there will be hundreds of radio/music apps available via the various app stores that each device maker AND operator will offer; some paid, most feels-like-free, some sponsored….
So what is the future of radio as a communication medium? I believe radio should become a talk based dispenser of (relevant) information. Is radio to blame or is it technology? Should radio now focus it’s efforts on supplying content for new technology as a way to survive? Does it know what content is anymore…?
As PPM (Portable People Meter™) continues it’s roll out in markets all over North America most recently in Dallas-Ft. Worth, Atlanta, Washington DC and Detroit, I think this has become a legitimate question as posed by one of my Canadian clients. At the risk of sounding like a self preservationist the simple answer is no, imaging is just as important as ever!
Putting the subject of ‘reach’ aside for another time, PPM has given us a powerful way to collect listener data in the same way that barcodes revolutionized the way corporations keep track of inventory. However, do you think that Coca Cola stopped putting it’s famous red and white design on it’s, cans, bottles and boxes now that they had a barcode system? Again, the answer is no.
The packaging of your radio station is just as important as it was before.
David Tyler is a creative communicator and voice over talent with 25+ years of experience in the broadcast world of TV and radio.
His mantra of 'Stop Communicating and Start Connecting' is his counsel to anyone attempting to use media, old or new, broadcast or online.
He writes and lectures on "The Art of Communicating Ideas".
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