Learning Plan: The Magic Pill Public Radio BizLab Pose a research question: Are listeners who take action on content in a way that changes behavior more likely to donate or become members? FORMAT: How is the content delivered? Distribution Channel Format Description Opportunity for User Reaction Costs for Duration of Experiment Email Newsletter Daily newsletter containing micro podcast, a user challenge activity and a revenue generating call-to-action. Users can listen, share, tweet, or donate. Users can rate each episode and participate in a 1 time feedback survey. $75/mo for MailChimp Facebook Posts (WBUR) Daily Facebook posts on WBUR's social feed about each episode. Users can like/comment on posts and sign up $0 for the email newsletter. Facebook Ads Teaser copy for an episode. Users can sign up for the email newsletter. Twitter Outbound: daily tweet from @commonhealth and/or @wbur with link to episode and Outbound: RT, star, reply. summary. users tweet back to let us know when $0 Action: bi-weekly tweet prompting listeners to Action: they completed MP#1, 5, 15 and 21. let us know how far they have come in the challenge at key episode milestones. Magic Pill Channel on WBUR.org Webpage which allows users to sign up for Users can sign up for the newsletter, listen to the newsletter, shows links to all episodes episodes of the podcast, comment or $0 that have aired to date and includes a revenue past donate to the station. generating call-to-action. On Air Promos / Segments Promotional broadcast mentions or segments directing people to sign up at Users can sign up for the email newsletter. wbur.fm/magicpill. $0 Live Events Promotional gatherings (2) to convene locals interested in exercise and finding Attend, sign up for email, donate. encouragement from community. $0 Kindle Direct Publishing e-book edited by Carey Goldberg containing 50 CommonHealth posts on why to exercise today. Enroll in KDP Select. Leave an Amazon review or rating. 70% (WBUR) / 30% (Amazon) rev share TBD CONTENT: What assets are we using/modifying and how? Asset Current State Work/Modifications Required Costs for Additional Work Magic Pill 4 pilot episodes of 4 minutes in length which Goldberg pilots a fitness-motivation podcast that taps into the scores of CommonHealth posts on "Why To Exercise Today". 21 micro podcast episodes must be produced. Cost for 1 producer Exclusive photos/text Photos of people featured in the podcast, plus WBUR personnel take/gather photos. words about how and why they exercise. 50 More Magic Pills Kindle e-book edited from Carey's posts on why to exercise today. Carey: make selects of 50 pieces, and sequence/edit them. Format for kindle. Stripe SAAS that needs customization. Work with Finance and Evertrue to get legal squared away and find a location for the money to land. USERS: What groups of people will you target and why? 2.25% transaction cost Group Potential Benefits to Group Pre-Launch WBUR Audience Assess existing audience demand for a new Provide our existing audience with a new type exercise podcast. 500,000 people of podcast experience. Assess the potential and longevity of an email experience podcast series. Post-Launch WBUR Audience Rationale for Targeting Group Estimated Size Targeted WBUR Members Provides members with a way to access wellness and exercise. Measure the effect of matching listeners to content by interest on donation outcomes. 2,204 people Targeted New Audience Discover WBUR's excellent journalism and storytelling through wellness and exercise. Determine if this innovative content/format can attract new audience members. 50,000 people STAKEHOLDERS: Who are the participants you will rely on and what do they gain? Group Potential Benefits to Group What We Need from Group Estimated Size WBUR Staff Emerge as leaders by experimenting with content delivery and audience engagement. Ability to create a new model for other podcast teams. WBUR team to produce the 21 episodes. 4 to 6 people Dr. Eddie Phillips - Harvard Medical School Opportunity to participate in a highly visible, innovative project. Co-hosting with Carey to bring the science. Reaching out to his audience. 1 person Podcast Participants Free "earned media" to a high-value audience. Provide a photo, participate in the exercise challenge, share on social media and raise awareness in their own social/exercise circles. 27 people George Howard and Berklee Music Team Act as thought leaders with experimental new Music for WBUR podcast team to make technologies that redefine tracking and selects for the 21 episodes. monetization of audio content. 1 person Revelator Explore a new product market fit that services POC music library on the blockchain. content distributors and publishers. 1 person BUSINESS MODEL: Who pays for the effects? How and why? Name How Do They Pay? Why Would they Pay? Donation Users from our email or on wbur.org click donate to fill out the Stripe form and donate one time. Because Magic Pill helped them feel more hopeful about having daily fitness as a regular component of their life, and their contribution $10-$120 would make future CommonHealth productions possible. Sustainer Users from our email or on wbur.org click donate to fill out the Stripe form and donate monthly. E-book Royalties Purchase eBook via Amazon Kindle Direct Publishing (KDP). Gives them a way to extend the 21 day challenge. How Much Will they Pay? $3.99/download, User on download, 70% rev share with amazon EXPERIMENT DEFINITION: Given the parameters, define 5 or fewer areas to test. Experiment Codename User Stakeholder Model Name Early Bird Donator Pre-Launch WBUR Audience WBUR Staff Donation Bandwagon Donator Post-Launch WBUR Audience WBUR Staff Donation Member YAS Donator Targeted WBUR Members WBUR Staff Donation Slay All Day Donator Targeted New Audience WBUR Staff Donation Early Bird Sustainer Pre-Launch WBUR Audience WBUR Staff Sustainer Bandwagon Sustainer Post-Launch WBUR Audience WBUR Staff Sustainer Member Super Sustainer Targeted WBUR Members WBUR Staff Sustainer Slay All Day Sustainer Targeted New Audience WBUR Staff Sustainer Early Reader Pre-Launch WBUR Audience WBUR Staff E-book Royalties Bandwagon Reader Post-Launch WBUR Audience WBUR Staff E-book Royalties Member Reader Targeted WBUR Members WBUR Staff E-book Royalties New Reader Targeted New Audience WBUR Staff E-book Royalties Current Value/State August 31, 2016 Hypothesis for Achieving Expected Value Expected Value at End of Experiment EFFECT: What will we measure? Metric Awareness/Ad Audience ? Run promos on air, online, and in person. 160,000 Landing Page Visitors 9,325 10% of people exposed to Magic Pill will seek out the landing page. 16,000 Sign Ups 4,383 50% of landing page visitors will sign up. 8,000 Episode Email Openers n/a 62% of users who signup will open the emails. 5,000 Episode Listeners n/a 50% of openers will listen to the episode. 2,500 Donation Page Visitors n/a 50% of listeners will explore the donate button. 1,250 One Time Donors n/a 10-20% of donation page visitors will donate. 125 Monthly Sustainers n/a 10-20% of donation page visitors will sustain. 125 E-Book Buyers n/a 16% of listeners will buy the book. 400 Exit Survey Respondents n/a 10% of users will complete the survey. 800