The document discusses tools for improving user and brand engagement in radio broadcasting in the 21st century. It outlines how the new listener wants interactivity, personalization and a role in editorial decisions. As a result, radio must offer multiple channels of content tailored to each user's preferences across different devices. The document then presents an engagement pyramid and describes 10 tools that can help radio adapt to these changes, including new publishing formats, integrating social media in production, multichanneling content, using big data and more to improve personalization, thematic channels, and user engagement.

1. Radio 2.0 París
José María García-Lastra @jmglastra
10 Best tools to improve user and brand engagement

2. …from the 20th to the 21st Century Radio …
2

3. 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
3

4. 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.
4 All the channels.

5. How to adapt to the channel???
How to improve engagement??
5

6. The engagement pyramid of the 21st Century Radio
++ Engagement
+ Engagement
6

7. The engagement pyramid of the 21st Century Radio
++ Engagement
+ Engagement
7

8. + Engagement.
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…
8

9. + Engagement.
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.
9

10. + Engagement.
8.- Multichanneling: Paloo, multichannel.
Intuitive CMS, agile and flexible, prepared for the contents management on different
channels and their visualization from the different devices.
10

11. + Engagement.
7. New Contents: CRMS and semantic tools, Big
Data.
11

12. + Engagement.
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.
12

13. + Engagement.
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.
13

14. + Engagement.
4. New Advertising: interactive, multimedia,
using AR.
Advertising enriched with AR applications that produce a more direct impact and
influence on the consume impulse.
14

15. + Engagement.
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.
15

16. + Engagement.
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.
16

17. + Engagement.
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.
17