Erica Berger, who is founder of Catchpool and Co-Founder of Mileage Media, kicked off her session with some impressive facts:
- 30 mins a day spent per day for average users of Snapchat
- Instagram has 77% of audience outside the USA
- Soundcloud has 350m users a month
- WhatsApp has 990m users – 70% use it daily; it has 1m new users a day, 30bn messages spend a day
- The average WhatsApp user spends 195 mins a week using it
Soundcloud: When Erica was working at The Economist she proposed using Soundcloud as a podcast hosting service, not least because it was free to use, and pushed it through to iTunes a s well – they garnered 827k followers within a few months and now the average 100k listens per track.
She started a similar initiative at The Week, which did modcasts – mini podcasts – and that now has 233k followers.
Catchpool: While at NewsCorp Erica realised the weekend editions were doing better performance than weekday ones. She looked at how newsletters curating quality links for leisurely weekend reads worked and from that success Catchpool was built.
NPR: How to attract younger users who would support with membership as well. The idea tested was how to get young people to listen together rather than in isolation, and discuss how the podcasts and shows made them feel. NPR went on a roadshow but instead of going to the north of America, they went south and found a really large audience. The Generation Listen initiative spawned an ongoing campaign that has led to new donations, and new supporters.
Her point? When you build tools for the people who are with you, you forget about supporting the people who want to be with you. Look for the unexpected audience.
The importance of measurement:
1.Day 0: Set goals
2. Day 15: Draw up a report
3. Day 30: Evaluate and assess if more time is needed
Erica ended her presentation with a short film discussing audience involvement and narrative shaping – watch it here – and a thought: Find the platform that is helping you get to those other places; Soundcloud can push your podcast to iTues, chatbots will work across several chat apps for you. You don’t have to do everything.