Ana Ormaechea, from Prisa Radio, talked about the importance of analysing the audio journey of your listeners. She says the key is to strategise around mobile use – Prisa for example has 33 custom apps. That being said the goal of each app is the same – your app needs to have stable audio streaming, you want people to discover new podcasts through your platforms and most importantly you want direct interaction with the listeners. To get that you want your listeners to access your podcasts and shows through your app, not Spotify.
Top tip from Ana – “if you change the log in page to say ‘log in for free’ you can expect to see an increase in your users who log in.”
Cathinka Rondan, from NRK talked about developing innovative ways to increase interaction. They have polls in live radio and will soon add it to podcasts. People interacted on the polls and this raised awareness of the app for traditional listeners who were hearing presenters discuss comments that had come through on the app.
Sarah Toporoff spoke to Cathinka and Ana about priorities on apps – the share button being a big one. Use data to your advantage to change things – Cathinka pointing out they had a snooze button 2% of people used and knew they had to rethink.
Adapt for your audience, Ana found older users wanted news at the forefront and younger people wanted podcasts. Think about your audience and adapt the homepage to fit them.