I bought a CD yesterday.
That didn’t used to be news. I used to buy a CD every week, week after week, year after year. It adds up.
Hi-rez streaming changed that habit for me, but it took about a year before the itch (mostly) subsided.
Old habits die hard, and it’s entirely possible that your customers are on fumes, buying your old stuff now and then, down from often and on their way to rarely.
You can live on old habits for a while, but the future depends on investing in finding and building some new ones with (and for) your customers. Or your family. Or yourself.
The most powerful insight is that you can do it with intent. You can decide that you want some new habits, and then go get them.
Happy New Year! Thanks for reading the blog last year!!
After Christmas we were lucky enough to spend a few days away with friends. Sitting around a kitchen table one friend mentioned having gone to the station Facebook page a couple of weeks ago, wanting to see the 7 Day Forecast. His comment was that it was a frustrating experience trying to find what he wanted. My usual anti-weather-on-social-media instinct kicked in and I asked what led him to Facebook as opposed to the station website. He first response was that he actually didn’t know and we talked for a moment about my theories on how we’ve been training people to get our information. Being a thoughtful guy he came back to me a few minutes later and said he remembered how frustrating it was the last time he went to the station website. Bad UI.
So…we’re left with two bad experiences.
It has been a while since I mentioned The Innovator’s Dilemma by Clayton Christensen. One of the great lessons in the book is a business venture started by IBM. In the founding stages it was determined that the new business would be located on the other side of the country from IBM HQ in order to keep the big, old, slow, dominant parent infrastructure from influencing the new venture. It worked. The book is some years old now but worth adding to your 2018 reading list. Christensen never once mentioned broadcasting and when I read it I kept wondering where he had been hiding while spying on us.
My hope for the new year is that we will look for experiences based on user needs, not our own. Our needs will be met if we do that. Human input into digital experiences repeatedly bears fruit.
Here we go!
Mark the calendar. We’re going to remember this day.
NBC as made a fantastic move in choosing Nate Johnson to fill the newly created position of Director of Weather Operations for the O&O stations. Nate is uniquely qualified. Long-time sufferers of this blog will know that every now and then a good and substantive post pops up, and it was written by Nate (blog stats prove his work to be the most widely read). Nate has both on-air and management weather experience that has been needed at the corporate level for many years. He also acts as a statesman like voice on WeatherBrains and across the NWA and AMS.
Broadcasters pay attention. This is your permission to create similar positions. And move quickly…Nate has a running head start.
Another great and interesting post from Steve Schwaid. I’ve mentioned before that I always get a lot by reading the research and comment on the news industry and inserting “weather” where is says “news”. The two are similar but have very different needs.
Why not make sure the content gets on the station’s revenue platforms?
You and I have been exploring this question for a long time. Schwaid has one of the key things to remember, “Facebook is a marketing platform.” Exactly. Someone else wrote that Facebook is a “surveillance company”. It is also a promotions vehicle.
Schwaid asks some key questions at the end of his piece:
Seriously, why DO we keep making Facebook the primary “news app” users may need? Is it a station culture issue?
Yes, it is. The news folks need the traffic and Facebook drives a lot. Weather information is most often time-sensitive. If your post is old after 10 minutes, don’t put it on Facebook, or, time it out for deletion.
Is it a station ego issue showing how many likes, views and shares they have?
Yes. Great piece about one weather anchor who achieved 100,000 Likes. Only 6% are in the market.
Is it a work flow issue? Is it a publishing issue with their apps and mobile sites?
Yes. Bad UI for us to input data. Just as “the web is not TV”, “digital weather is not digital news”. Using the same website CMS is a failure.
It’s a question stations need to answer. And if it turns out to be a publishing issue then shame on us as an industry for not developing tools that compete with Facebook.
We’ve seen this movie. Local TV ignored the web until it realized it was a big thing. Then it failed to fight back with tools other than template websites that stifled innovation and, more importantly, creativity. Then we rushed into social media. This sequel is staring to end badly too.
I heard a great line yesterday. “The heart of the consulting model is to make changes on a rotating cycle every five years.” Or, we could learn the lessons from The Innovator’s Dilemma and do something new.
I was in the doctor’s office this morning (really bad allergies this year) and the nurse said something interesting, “I thought it was going to rain like it did yesterday again today.” It wasn’t raining at that moment but it is as I write this. And at a level similar to yesterday.
We’ve all heard this. You know that tone that says, “I had an expectation based on (some weather source, me or otherwise) gave me and it hasn’t been met.” Often times I’ll take that opportunity to ask: where they get their weather information, when they last got some information, what their expectation was.
“We have two houses. One is on fire and the other isn’t built yet. So our problem is that we have to fight the flames in the old house at the same time we’re trying to figure out how to build the new one.”
We’re spending a great deal of time-in-motion pumping data into social platforms that really are a poor way of disseminating our time-sensitive information and we’re not solidly building our own new houses.
The nurse shouldn’t have to wonder. Training people is actually pretty easy…when they get a good and useful reward.
This crossed my field of view this morning. Short, take a minute to read it.
The Facebook weather information is not new to most of us, or this blog. The general points of the post are correct, with some key problems.
In the early days of the web our industry ceded responsibility of digital development to a few template companies. It wrongly assumed it could port the television product to digital and we would keep our positions in the marketplace. We underestimated the competition and fell behind. The template nature of the digital products restricted experimentation, and worse, creativity. Who knew, right? It was (and is) the wild west out there.
Next we ran full steam into social media. It kind of makes sense. Meteorologists love technology, we weren’t getting to share our information through the template distribution sources we were given, naturally we moved to a place where we could and there was a huge audience. One of the problems is that weather information is by nature time sensitive. With Facebook leaking our products out to users over a period of hours and days that is in direct conflict with our information. And then Facebook gave us our own pages but restricted distribution to only 2-3% of our users. Causing further problems we taught our users that social media was a good place for weather information, giving rise to the crushing “social mediarologist” cacophony of misinformation we deal with today. And, we conflated news with weather. The news folks need social media, it drives a lot of traffic. Weather is different.
The blog post (hoping you read it) suggests we can take some steps to right the ship but it falls dramatically short. Local meteorologists still have value but time is running out.
Okay. I’ve had it.
In this promotional material from The Weather Company the second sentence negates the entire premise.
“The content you have is more time-sensitive…”
If Facebook (and to some degree Twitter) is going to trickle your content to 2-3% of your followers over a period of 2-3 days…how is that helping the time-sensitive nature of your content?!?!
In the immortal words of Orson Wells in Frozen Peas:
“Come on, fellas, you’re losing your heads!”