Hivio

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Hivio(hi·vee·oh) n.#Hivio

The first-ever audio future festival. New and transformational ideas in the audio entertainment and information industry.

Free. Invitation only. One Summer day in San Diego.

Mark Ramsey and Jaime Solis gather a ‘hive’ of smart people to see, discuss, and think about new ideas in audio on-demand, radio, content, social, mobile, and technology that transform the audio entertainment and information space.

Presentations, in-depth Q&A, and presentations with media agency, brand, technology, and content authorities who are not the same old faces.

Get ready to rock the world of audio entertainment and information. Get ready for a one-of-a-kind experience from Mark Ramsey Media.

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2013 Speakers included

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Thoughtful presentations and conversations flush with ideas anyone in the audio entertainment or information space can put to work right away. All from the perspectives of people outside radio: Brands, agencies, entrepreneurs, thought-leaders, and innovators.

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tracyjohnsonlarge
08/27

Tracy Johnson on What Makes Radio Talent Great

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What makes radio talent great? Where do you find it? And how can you leverage it?

Those are just some of the questions tackled by Tracy Johnson, CEO of the Tracy Johnson Media Group in this Q&A from hivio, the audio future festival.

Tracy has a long and decorated career as a broadcast executive, specializing in programming, marketing, talent coaching and management, and he’s the author of three books about developing on-air superstars that have been described as The Bible of Personality Radio.

Tracy answers these and other questions:

  • What is the state of talent on radio from your perspective?
  • When will radio wake up to the talent in the world of podcasting and use either those podcasts or that talent in its arsenal?
  • While platforms like Pandora may be all music, others like Slacker and iTunes are not. How soon until online radio pure-plays look to make a major on-air talent play?
  • Morning Shows…What characterizes the best entertainment (i.e., morning) shows? What common trouble-spots do you find?
  • Is talent so scarce? Or are we not looking in the right place? Or have we lost the skill to nurture it?
  • What advice do you offer to talent who want to leverage their popularity across digital platforms?

This is an awesome and eye-opening Q&A. Strongly recommended!

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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robertrose_large
08/19

How Audio Platforms Can Monetize Content Marketing

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This is one of my favorite Q&A’s from this year’s hivio audio future festival.

Content marketing is one of the hottest new trends among brands worldwide, and the audio space is primed to excel in this area because audio media companies have been creating content for decades.

So how can audio media companies leverage their own content across platforms and help brands embrace this trend?

Robert Rose is Chief Strategist for the Content Marketing Institute. He’s also co-host with Joe Pulizzi of the terrific podcast “This Old Marketing.”

Robert addresses these and other questions:

  • What is “content marketing”?
  • What are some examples of brands using audio in their content marketing?
  • How important is it for audio brands (like radio, online radio, etc.) to create content across channels – not simply audio and not simply via their primary means of distribution?
  • What about creating audio CONTENT for brands? Not simply spots? How can the desire of brands for content be satisfied by today’s audio brands? After all, nobody knows audio better than the folks in the space now.
  • It seems that many brands are transforming into media brands. True? Why?
  • And many media brands are getting into the product business. Again, why? What opportunities does THAT create for today’s audio brands?

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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pixarlarge
08/11

What Radio Can Learn from Pixar – Emma Coats at hivio 2014

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If your brand is a story, then how can you best bring that story to life?

Who knows more about story that the artists who work at Pixar – past, present, and future?

In this conversation from hivio 2014, the audio future festival, Mark Ramsey talks with former Pixar story artist Emma Coats.

Emma got her start in story at Pixar Animation Studios in 2007 on the feature film Brave. While at Pixar she also worked on such films as Monsters University and Inside Out. Since leaving Pixar in 2012, Emma has worked on numerous projects for Dreamworks TV, Scott Free, Paramount Animation, and Rovio.

Emma is best known for penning the 22 “Storytelling Rules” she learned at Pixar – a series of tweets that went viral.

Among the questions I asked Emma:

- What is a story and why should we care?
- Is it true that early on, all Pixar movies “suck”?
- What is it like to work at Pixar?
- What did you learn from Pixar?
- Spotlight on several of the 22 “Rules of Storytelling”

There’s so much all of us in the audio space – commercial and non-commercial – can learn from Pixar.

Even if it’s as simple as the importance of experimentation and going beyond whatever you think is “good enough.”

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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agogolarge
08/05

Bringing Audio Together – the Magic of AGOGO with J.D. Heilprin

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If all your favorite audio content is all over the place in a variety of different channels, why can’t you aggregate it all in one place?

Well, now you can!

J.D. Heilprin is founder of AGOGO, a stealthy mobile-first startup that was recently featured in the iTunes store as “best new app” and “top news app.”

Much more than aggregating podcasts, AGOGO is a platform bringing together a world of audio (and the audio form of TV and textual media content made audio) in one place, and lets the user create his or her own channels. What’s fascinating about this app is that it disaggregates content from traditional channels to let users experience that content in their own way – and it’s not just radio content.

Want NPR content (including content not available by podcasting) but not via NPR’s silo (a limitation of NPR’s new app NPR One)? Here it is! Feel free to mix it with your favorite Adam Carolla podcasts and audio feeds from your favorite TV shows and text-to-speech from influential media publishers. All in one place.

Want to dive deep on Iggy Azalea? Listen to an Iggy Azalea song then discover an interview with the artist or catch up on the latest Iggy Azalea news - all here!

Here are some of the questions I asked J.D.:

  • What is the problem you set out to solve with AGOGO?
  • What is AGOGO?
  • You don’t distinguish between the source of the audio in your content – it’s from all over and includes even text to speech and TV audio. Why?
  • How can broadcasters and others get involved?

Also enjoy a slick demo of the platform.

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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hamishandandylarge
07/31

Wow, Look What U.S. Radio Can Learn from Australian Broadcasters!

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The number one media brand in Australia is a radio show.

Think about that for a second.

The number one media brand in Australia is a radio show.

So says Southern Cross Austereo’s Craig Bruce as he provides a master class on making great audio entertainment and developing and nurturing talent.

There’s a lot U.S. broadcasters can learn from Craig’s keen comments and finely-tuned best practices, which he shared with all of us in his Q&A at hivio 2014, the audio future festival.

Be forewarned: Not all of what he says about U.S. radio is complimentary. And you will particularly want to watch this Q&A if you have an aging morning show and are pondering the question of succession.

Some of the questions Craig answers:

  • What’s special about radio and audio in Australia?
  • Why is the #1 Media Brand in Australia a Radio Show?
  • What’s your assessment of what you hear on the radio in the US?
  • Talent development is a choice that you spend money on. Do you have to convince management of this?
  • What do you think about radio in the US?
  • How do young people in Australia interact with the medium? What’s their audio usage like across platforms?

Craig Bruce is, flat out, one of the smartest broadcasters I have encountered anywhere.

Please watch and share this video:

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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andrealarge3
07/14

What Radio Can Learn from a YouTube Star

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What’s the difference between a media brand and an individual with 50 million YouTube views?

Nothing!

Andrea Russett is a YouTube phenomenon. She has amassed over 700K Twitter followers, 1 million YouTube subscribers, 1.1 million Instagram followers, and 50 million YouTube views.

Speaking with me at hivio 2014 with her manager Phil Becker, here are some of the questions that Andrea and Phil answered:

  • How did you become a YouTube Star? How do you grow that kind of attention?
  • What do brands expect from a YouTube Star? How do they work with you?
  • How did you work on the Radio?
  • Why does a YouTube star WANT to be on the radio?
  • How does a broadcaster find talent from YouTube?
  • Why isn’t every broadcaster in every local market doing that?!
  • What did Phil learn from the experience with Andrea on the radio?

Talent is central to the future of radio, no matter where it lives. And a talent who comes to radio with its own large and built-in audience is a special talent indeed.

This is required viewing for broadcasters everywhere!

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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07/08

What Advertisers Want from Radio

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What do advertisers want from the audio marketplace in general and from radio in particular?

Let’s ask an agency head! Or in this case, an “anti-agency” head: Ric Militi, CEO of InnoVision, a company that buys terrestrial radio, Pandora, and a whole lot more.

This was one of the standout Q&A’s from hivio 2014, the audio future festival.

Among the questions Ric answers:

  • What kind audio do you buy? Why?
  • What is the BEST thing about the audio space from the advertiser’s perspective?
  • How do you factor in — or overrule — Nielsen ratings in your decision-making?
  • How do you see your buying decisions changing in the future?
  • How is traditional radio missing out, if at all? What don’t broadcasters understand that they need to?
  • What advice would you give to anyone in the audio space who wanted you to spend money with them?
  • Do you spend on podcasts? Why/why not?

Watch this video:

Prefer audio? Try this:

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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dougsternelarge
07/01

This is how Pandora has Changed Audio Advertising

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Pandora is changing more than the way folks consume radio – it’s changing the way agencies view audio advertising.

This was at the center of my conversation with Pandora VP Audio Sales Doug Sterne at the hivio audio future festival in San Diego in June, 2014.

Among the questions Doug answers:

  • What impact has online radio in general — and Pandora in particular — had on audio as a force among agencies?
  • For online radio, audio is more than just audio. What creative opportunities has online radio opened up for agencies and their clients?
  • Mobile is obviously the direction all technology is headed in. What are the advantages of online radio in that space?
  • Targeting — How does targeting continue to evolve, and how does that contribute to monetization?
  • How does Pandora keep registration information up to date?
  • What is the level of acceptance for online radio as an alternative to traditional radio for the advertisers you speak to?
  • What does the advertising market want in terms of measurement?

You’ll particularly enjoy Doug’s response when asked why Nielsen can’t – or won’t – measure Pandora alongside the rest of the radio universe.

Watch this video:

Prefer audio? Try this:

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

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imlistening1024
06/24

Key Takeaways from hivio, the Audio Future Festival

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So what did you miss at hivio, the audio future festival, in San Diego earlier this month?

Well let’s ask somebody who was there. Sara Marsolek, Faith Radio Network’s Listener Engagement Director, was kind enough to take some copious notes and has agreed to let me share a summary of them with you. You can read her original blog post about the event here.

Thanks Sara!

Here are some key takeaways:

1. Build your list.

I call this new name acquisition – too fancy? Well, you get the point. Everything you do should incorporate a strategic and exciting way for a fan to share their contact information – to respond to you. What are you offering in exchange for access into his/her life?

2. Create and curate exclusive content that accomplishes your mission AND matters to your fans AND make it available through multiple channels.

You own it, you disperse it, the people come back to you instead of going over to … “Where hits are commodities, you need hits that you own.” Find ways to cultivate winning content offerings, or highly consumed audio in-house. Think differently about what a ‘hit’ can be. Clear wins are content that make your fans smarter and helps them make a smart decision, content that makes them look good when they share it, or content that evokes emotion. 

3. Throw out half of the content (on-air and online) you just created and start over.

Your next attempt will be much better than the first. Trust me. Or trust Pixar. It’s what they do every day as they develop each new film. (Emma Coats) Build a story worth listening to and worth sharing. What does this look like in your workday? Show prep. Second and third drafts. A running list of ideas, topics, guests, approaches, angles that you may never use. That’s okay. Understand that not everything that excites you will be interesting to your audience. Pro tip: Be open to criticism, stand firm on your idea, but be able to accept rejection and move on to the next. big. idea. 

4. There is a continual-and-huge demand for bite-size audio.

People love bite-size programming; 30 seconds, 3-5 minutes, 7 minutes max. It’s a tech-driven distracted world where people want the ‘main points’ and to consume it on mobile or in an app. Deliver on that. Skip the 30 minute podcast. Find those 30-second nuggets, attach your metadata and put them on social – spread them everywhere – share them with anyone – because you own them and they’re highly consumable. You’ll build a following that may be willing to consume longer segments as they consume you over time. Rarely will a user consume full-length on first interaction with your brand. Pro tip: Approach your content with the general assumption that it will only ever be skimmed and then test. Maybe your best length is 30 seconds, maybe it’s 3.256735 minutes. Figure it out. 

5. Stop PPMing your programming. 

Ratings matter to advertisers and that’s where it should stop (in fact advertisers should stop making decisions based on ratings too). As a brand, your fans come first. Engagement trumps reach. Know who you’re talking with and why they’re listening. If you continue to program based on PPM (portable people meters), you will take all the fun and creativity out of programming and it will hurt you in the long run, both in attracting talent and keeping an engaged audience. Advertisers want a ‘real’ audience, they want to see tangible actions by consumers based on marketing messages, and have bought into the idea that PPM shows them where the audience is. Your station might show big #s, but do you have the hearts of your audience? Depth vs. reach. Pro tip: Advertisers buy ideas that are proprietary to your brand. If they can take the idea and apply it elsewhere, it’s not proprietary and it’s certainly not original, which won’t set them apart in an already fragmented market. 

6. Linear consumption is out.

People want easy access to your best stuff when they want it, where they want it; non-linear (@agogo). Consumers don’t live under YOUR schedule, but they still want to see, hear, participate and enjoy your best work – just on their own time frame and favorite distribution channel (which may not be radio). Podcasting (or better defined as on-demand audio) is your best opportunity to reach non-linear consumers. On-demand audio also reaches users who may not even be aware of you or live in your market, but they’re looking for niche content – audio specific to a need or interest. You can meet that demand and gain a fan if you make your content available beyond your traditional means. Note: Fans trump audiences. Mary Meeker’s Internet Trends 2014 report will tell you this as well. Audiences tune in when they’re told to (and then tune out promptly afterwards without any further action). Fans choose when and what to watch (then go and share and comment and like and sometimes create the stuff that you can turn around and use the next day). Fans move in flocks and if you can activate a fan base, you have a highly passionate mobilized group to work with. Pro tip: In order to get your audio picked up by other distribution channels, apps, or discovered by consumers, include metadata with your on-demand audio. It makes it easier for the consumers, apps, and channels to know what to do and how to use your offerings.

7. Sharing isn’t accidental.

People share because an emotion was activated or it makes them look better. On that latter bit, everyone is trying to build their own social currency. Help them out every so often. (@markmiddo) Find out what the consumer values and wants, and then offer that. Don’t just throw out a ‘call now for a chance to win this prize!’ without knowing whether they want the prize in the first place! You’re wasting your time, and dollars on trinkets. Test. Find what works – what gets shared – and you’ll find your targets to aim for. A little data goes a long way in the long run. Pro tip: Ask your fans what they want. Do it as a promotion. “Sign up, tell us what you want for a chance to win what you want. Okay? Go!” 

8. Hire talent that has an audience, not just a voice. 

Radio talent that eventually turn into stars are avidly developing their own brand, their own platform, and capabilities outside the station walls. They are becoming their own media, interacting in the community and with their fans in a way that’s absolutely engaging and social, unique to them and big. And they’re doing it without a studio or staff behind them. Pro tip: Every market has a YouTube star. All you need to do is train them how to do radio because they have everything else you need to explode your brand (content, fans, personality).

9. ASK your fans WHAT they WANT. Do it now. And then deliver.

Develop your audience. Develop your own unique connection points with your audience who are following you for very specific reasons. Don’t copy the competition in hopes to garner (steal) their audience members. It doesn’t pay to fight over channel surfers or button pushers. Focus on your P1′s. They’re already loyal to you. Love them back.

10. “Fear will prevent 99% of the population from being successful.” – Ric Militi.

Fear is what holds radio (and basically everyone) back from success. We’ve (Radio) been around a while. We’ve got legacy – but legacy isn’t going to keep us here. Our fans will. And in order to keep and attract fans, we need to keep and attract talent who can and love to engage with them in big, unique, meaningful, star-filled ways. We need to be okay with failing which means we need to try – and then try again.

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listentoradio
06/23

The Future of Your Radio Brand – Mark Ramsey @hivio 2014

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Podcasting, online radio, terrestrial radio, satellite radio….Do you think that all these audio silos have little in common? That podcasting is different from radio is different from online radio and Pandora, etc?

You’re wrong.

Do you think that ever-increasing choices in a world offering everybody their own personal customized experience means the end of “hits,” and – by association – the end of radio?

No, in fact the more choices you have, the more important “hits” become.

But be forewarned, “hits” are about more than music.

In fact, the importance of “hits” reflects the importance of content, no matter what the channel of distribution. That’s why, as I say in this presentation which opened hivio 2014, the audio future festival: “People don’t fall in love with distribution channels, they fall in love with content.”

Watch this video and see me introduce a model for you to fill in for your radio or audio brand.

And don’t be surprised if I prove my point with a special appearance by the cast of Star Wars.

Prefer audio? Try this:

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Go here for more info about hivio, the audio future festival. The free event for everyone in the audio entertainment and information space.

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

This is the first of many videos I’ll be publishing over the coming weeks from hivio. We had an amazing day in San Diego earlier this June.

Consider this a taste of what you may have missed (and shame on you for missing it).

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