1. #social

2. BRAND 5 5FM has 37 years of brand history in developing upwardly mobile youth audiences Marketing has always been key to the strategy. TV adverts, music compilations, DJ presence, client synergy and activations The introduction of digital was a natural progression for 5FM as technology, discovery and early adoption are part of the brands dna The 5FM on-air personalities have similar brand dna’s so they too had social media presence at an early stage

3. THE SYNERGY Interaction developed parallel to platform growth Facebook was the first major social media break platform but wasn’t used as a key platform for instant engagement. It amplified on-air messages and was a nice reference tool Twitter changed the way we engage directly. It’s a text broadcast to your twitter “listeners” 5FM built a large twitter following in a relatively short space Currently on 631k on growing between 5 & 10% per month There exists a natural synergy between FM and social media Twitter quickly became a great way to aggregate sentiment and get comment in a relatively cheap and quick way

4. THE DIGITAL PROBLEM The on-air product has a personality and can defined Social media requires the same treatment, it needs a personality 5FM personalities don’t necessarily represent the brand in all their activities. There is good synergy but 5FM can’t dictate content and personality on the social space Personalities have used the FM platform to help build their social profiles by pointing listeners to their handles to get feedback for topics on their show This is problematic as we are pushing audiences away from our brand 5FM had a few shows running handles, these had good following and response rates Based on brand ownership it was decided to create show handles to ensure consistent on-line and on-air presence and personality Facebook was the first major social media break platform but wasn’t used as a key platform for instant engagement. It amplified on-air messages and was a nice reference tool Twitter changed the way we engage directly. It’s a text broadcast to your twitter “listeners” 5FM built a large twitter following in a relatively short space Currently on 631k on growing between 5 & 10% per month There exists a natural synergy between FM and social media

5. LOGISTICALLY 5FM has two community manager that run the 5FM platforms Each show takes control of the show handle, this can be used on the show A digital style guide was formulated to give guidance The show can follow and interact on-line to add value to on-air offering 5FM will re-tweet shows and not DJ’s when the content is relevant to the 5FM on-line profile We sell @5fm and not the individual show If the presenter or show changes we can change handles but keep followers, the presenter doesn’t take the people with them

6. SOME NUMBERS Fresh @5: 101 000 Hamman Time: 1964 House of Poppy: 733 Forbes & Fix: 861 Roger Good Show: 1440 5the Element: 1116 New Music Nation: 61 Live Loud5: 203 Weekend Breakfast: 3643

7. FOLLOW US @timzunckel @5fm @freshat5 @hammantime @houseofpoppy @forbesandfix @liveloud5 @weekendplaydate @5thelementsa @newmusicnation @wkndbreakfast5