Be yourself; Everyone else is already taken.
— Oscar Wilde.
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Blog Post #4
Performance metrics “are specific measures designed to evaluate the effectiveness and efficiency of an organization’s operations” (Strauss & Frost, pg. 44). These metrics translate a business’s vision into measurable outcomes. Since iHeartMedia is extremely present online, their performance metrics will be focused on web and social analysis.
Awareness/Exposure Metrics:
When comparing iHeartRadio with one of its biggest competitors, CBS, it was found that although iHeartRadio had lower total visits, they had a higher average visit duration and a lower bounce rate.
Another way to measure traffic on IHeartMedia.com was observing their traffic sources. It was shown that 37.42% were direct traffic and 35.45% were from a search engine. Social media came in at a low 1.02%, meaning their social media is not driving much traffic to their Web site.
Going deeper into social traffic, it was shown that of the 1.02%, 52.06% of the traffic was coming from their YouTube channel and 25.02% from their Facebook account.
Engagement Metrics:
Engagement metrics for iHeartRadio were compared with Pandora on Instagram. iHeartRadio was shown to have 7x more engagement per post compared to Pandora and was shown to have 4.7x more followers. iHeartMedia also has 4.29 posts per day compared to Pandora’s 0.86 posts per day.
Through engagement, you can also analyze keywords searched by users. It was shown that 100% of searches were organic and the top 5 organic keywords involved variations of iHeartMedia and iHeartRadio.
References:
Strauss, J. & Frost, R. (2014). E-Marketing 7th ed.). Upper Saddle River, NJ: Pearson.
Similarweb.com
RivaliQ.com
Blog Post #3
A.)
iHeartMedia’s social media pages are tailored to buyers by highlighting what the company is doing in the business world. They highlight what the company is doing through events and seminars that they host. For example, on February 5 of this year, they posted on their Instagram about their “#iHeartMedia Learning Series Health + Wellness panel”. Through this post, they can highlight that their company goes out and hosts events showcasing what more their company can do aside from the radio industry. They also feature posts about new podcast episodes, including a link to their iHeartRadio app where users can listen. Through this, iHeartMedia can gain listeners by featuring their podcast and including a link to their specific app, gaining awareness of their app and enticing customers, showing what they have to offer.
B.)
On iHeartMedia’s different platforms, you see mostly the same content posted on Facebook, Twitter and Instagram. They post frequently across all of their platforms, but you mostly see the same news and events on all platforms. For example, a post made in September of 2019, featuring a “#FQLounge” event can be found on Instagram and Facebook. You can also see the same post featuring the “#GoRedForWomen” campaign with the American Heart Association featured on twitter and Instagram. iHeartMedia posts them same content throughout all platforms to keep their social media content the same across all channels. Through doing this, iHeartMedia can keep their followers up to date on everything happening throughout the company, without having to check other social media sites. Everything they post seems to be important to the company, keeping all platforms relevant.
C.)
The Awareness stage involves, “buyers identifying their challenge or an opportunity they want to pursue” (Hintz, pp. 5). The Consideration stage is when, “buyers have clearly defined the goal or challenge and have committed to addressing it” (Hintz, pp. 6). Lastly, the Decision stage, “buyers have already decided on a solution category” (Hintz, pp. 7).
iHeartMedia seems to tailor their content within the consideration stage. Through the consideration stage, buyers have heard of iHeartMedia and know what they are promoting, but may not know all of the details about the company. By looking at their social media, their content is mainly focused on showing what the company is doing outside of the radio industry. They post about different events they are a part of and are able to showcase who they stand behind and what the company truly believes in. They also advertise on their social media, new podcast episodes, highlighting who is on the podcast. When a buyer sees this, they are able to click the links provided, and are directed to the app where they can listen to the podcast. They are then enticed by the app and all its features and can move into the decision stage of buying the app and benefiting from all of its uses.
D.)
Through iHeartMedia’s platforms, they can adequately portray their value proposition of “reimagining radio”. In my last blog post, I mentioned the release of iHeartMedia’s new apps: “iHeartRadio Plus” and “iHeartRadio All Access”, but they portray their value proposition differently on social media platforms. Through their social media, they differentiate themselves by having multiple different accounts within a platform so that users can follow whatever pages fit their interests. On Instagram, iHeartMedia has many different accounts available for users to follow. These accounts include: iheartradio, iheartradioca, iheartradiobroadway, iheartlifenyc, iheartlatino and many others. Through these accounts, users can follow whichever they are interested in and have more personalized content.
https://www.instagram.com/iheartradiobroadway/
https://www.instagram.com/iheartlifenyc/
https://www.instagram.com/iheartlatino/
E.)
iHeartMedia does use their various platforms for selling. They promote various new stations, festivals and podcasts through their social media. As seen on their Facebook page on December 13, 2019, they promoted a new podcast episode about Apollo 11. Through the link, users can go directly to the podcast episode. Although users don’t need to buy the specific podcast, they are shown all features of the iHeartRadio app and can then decide if they want to upgrade within the app to get more benefits.
Another example involves their Instagram account. Through the iHeartRadio Instagram account, they promote specific concerts and festivals. When announcing concerts, they post a picture of the artist and include a link to go and buy tickets through the iHeartMedia website.
References:
Hintz, L. (29, October 2018). What Is the Buyer’s Journey? Retrieved from https://blog.hubspot.com/sales/what-is-the-buyers-journey
IHeartMedia (Blog Post #2)
DIGITAL TOOLS
In my last blog post, I mentioned how iHeartMedia’s has a targeted audience of a younger age demographic, ranging from 18-30. Since this age demographic includes the more “tech-savvy” users in today’s world, it is important that iHeartMedia maintains a strong social media presence. This social media presence will allow, “venues such as Twitter, Facebook, and applications for the iPhone to provide a compelling environment for attracting and engaging customers” (Strauss & Frost, pg. 184).
iHeartMedia uses various digital tools and platforms. Besides the typical social media platforms, iHeartMedia recently teamed up with Jelli Inc., “to make the purchase of data driven radio campaigns as easy as digital” and Foursquare for, “more in-depth campaign measurement and real-world attribution data” (iHeartMedia, pp. 2). This digital tool goes beyond social media accounts by assisting in iHeartMedia’s, “ongoing focus to assist brands with digital-like targeting and attribution data and tools, to help them leverage their consumers across IHeartMedia’s quarter of a bullion monthly broadcast listeners” (iHeartMedia, pp 7).
Along with iHeartMedia’s newest digital tool, they have various social media platforms to engage with consumers online. Some of their social media platforms include:
- Facebook (@iHeartMedia, @iheartradio, @iheartfestival)
- Twitter (@iHeartMedia, @iHeartRadioCA, @iHeartTheaterNY, @ihrfamily, @iHeartMediaSF)
- LinkedIn (https://www.linkedin.com/company/iheartmedia/)
- Snapchat (@iHeartRadio)
- Pinterest (@iheartradio)
- Instagram (@iheartradio, @iheartmediaofficial)
VALUE PROPOSITION
A value proposition identifies a company’s competitive advantage, the benefits of the products or services offered and why they are unique. As many know already, iHeartMedia offers music discovery through their all-in-one streaming services and live digital radio services. But they didn’t stop there. In 2017, iHeartRadio differentiated themselves by introducing ‘iHeartRadio Plus’ and ‘iHeartRadio All Access’. These new streaming services allow listeners to, “instantly replay a song and even save it directly to a playlist” (iHeartMedia, pp. 3). iHeartMedia says they are, “reimagining radio – with the new technologies and offering powered by online demand options, music discovery, music collecting and the power of community and companionship fostered by live radio and influential and trusted personalities” (iHeartMedia, pp. 3). These aspects are what make iHeartMedia and iHeartRadio unique from competitors. By offering these services they are putting themselves at a higher standard compared to other radio industries. These various aspects being put into iHeartMedia’s incorporation are allowing for a competitive advantage by offering listeners various benefits and services, while remaining unique against others.
Another way iHeartMedia is putting a unique aspect into their company, is through their iHeartRadio app. Not only does iHeartMedia broadcast on various radio stations, but they also kicked it up a notch and released their own music streaming app. Their all-in-one digital radio service offers music, entertainment, and news. This includes podcasts, as well. With the release of their new app, they “surpassed 40 million registered users and 260 million downloads” (iHeartMedia, pp. 1). With the success of this app, they decided to create two more apps to reach a wider audience. They then introduced a kid’s radio app, as well as a family radio app. Adding these two applications, they were able to further expand their value proposition to achieve an even more unique platform concentrating on children and families. ‘iHeartRadio Plus, iHeartRadio All Access, kids radio and family radio are all aspects included in their value proposition to offer diverse and unique products to consumers and listeners.
REFERENCES
Strauss, J. & Frost, R. (2014). E-Marketing 7th ed.). Upper Saddle River, NJ: Pearson.
iHeartMedia Inc. (24, September 2018). iHeartMedia, Jelli And Foursquare Team Up to Launch New Attribution Product for Advertisers. Retrieved from https://www.iheartmedia.com/press/iheartmedia-jelli-and-foursquare-team-launch-new-attribution-product-advertisers
iHeartRadio Inc. (23, September 2016). iHeartMedia Revolutionizes Live Radio and Introduces on Demand with New Services ‘iHeartRadio Plus’ and ‘iHeartRadio All Access. Retrieved from https://www.iheartmedia.com/press/iheartmedia-revolutionizes-live-radio-and-introduces-demand-new-services-iheartradio-plus-and
iHeartRadio Inc. (8, November 2013). iHeartRadio Surpasses 40 Million Registered Users and 260 Million App Downloads. Retrieved from https://www.iheartmedia.com/press/iheartradio-surpasses-40-million-registered-users-and-260-million-app-downloads
IHeartMedia (Blog Post #1)
a.) IHEARTMEDIA INC.
iHeartMedia is a national media company, specializing in radio and television. “iHeartMedia has the largest reach of any radio or television outlet in America” (iheartmedia.com) with over 850 broadcast radio stations. IHeartRadio radio stations deliver music, news, talk, sports and other content to diverse audiences. They not only connect with consumers through their station, but also through live experiences. This year will be their 10th year putting on the iHeartRADIO 2-day music festival in Las Vegas. This festival features “today’s biggest names- across genres and formats” (iheart.com). With many media outlets and events, iHeartMedia is a well-known name across the country.
b.) MASS MEDIA INDUSTRY
iHeartMedia Inc. is a national media company placing them in the mass media industry.
I.) REVENUE
iHeartMedia’s revenue is $6,325.8 million. Their revenue percent change is 2.6%, ranked #466 on the Fortune 500.
II.)
In July 2019, iHeartMedia returned to the public markets after a recent bankruptcy. “IHeart said it expects to benefit from having a publicly traded stock” (Steele, pp. 1) providing greater flexibility for investors and a source of additional capital for the company in the future. This was all a part of a restructuring plan introduced after their bankruptcy in 2018.
c.) MISSION STATEMENT
“Our mission is to create products and services that excite and engage our consumers, communities, advertisers and business partners. We must keep our products growing and evolving, reflecting new technologies and new consumer behaviors and tastes. We must be everywhere our consumers are, and everywhere our partners and advertisers expect us to be, with the products and services they want” (Code of Business Conduct + Ethics, pg. 2).
d.) TARGET AUDIENCE
A specific target market can be found by using a segment analysis using “descriptors such as demographic characteristics, geographic location, and selected psychographic characteristics…” (Strauss & Frost, pg 63). iHeartMedia’s target market would include age ranges from 18-30, with a mid to high range income, with interests in popular music and sports and news. It would include consumers with an interest in today’s biggest names in music and music festivals. Their location would be mostly in the United States, but as time goes on it will expand to anywhere in the world as they start to move media into other countries.
References:
iHeartMedia. Retrieved from https://www.iheartmedia.com/iheartmedia/index
iHeartRADIO Music Festival Las Vegas 2020. Retrieved from https://www.iheart.com/music-festival/#onsite
iHeartMedia. Retrieved from https://fortune.com/fortune500/2019/iheartmedia/
Steele, A. (18, July 2019). iHeartMedia Returns to Public Markets. Retrieved from https://www.wsj.com/articles/iheartmedia-returns-to-public-markets-11563447601
Code of Business Conduct + Ethics. Retrieved from https://www.iheartmedia.com/Investors/Documents/iHeartMedia_CodeOfConduct_2015.pdf
Strauss, J. & Frost, R. (2014). E-Marketing 7th ed.). Upper Saddle River, NJ: Pearson.
Introduce Yourself (Example Post)
This is an example post, originally published as part of Blogging University. Enroll in one of our ten programs, and start your blog right.
You’re going to publish a post today. Don’t worry about how your blog looks. Don’t worry if you haven’t given it a name yet, or you’re feeling overwhelmed. Just click the “New Post” button, and tell us why you’re here.
Why do this?
- Because it gives new readers context. What are you about? Why should they read your blog?
- Because it will help you focus you own ideas about your blog and what you’d like to do with it.
The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.
To help you get started, here are a few questions:
- Why are you blogging publicly, rather than keeping a personal journal?
- What topics do you think you’ll write about?
- Who would you love to connect with via your blog?
- If you blog successfully throughout the next year, what would you hope to have accomplished?
You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.
Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.
When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.
Jessica's Blog 