audience architects total community coverage in cyberspace: growing your audience knight digital...
TRANSCRIPT
Audience ArchitectsAudience ArchitectsTotal Community Coverage in Cyberspace: Total Community Coverage in Cyberspace:
Growing Your AudienceGrowing Your AudienceKnight Digital Media CenterKnight Digital Media Center
In partnership with the Maynard InstituteIn partnership with the Maynard InstituteDec. 8, 2007Dec. 8, 2007
Los Angeles, CALos Angeles, CA
The Modesto Bee The Modesto Bee modbee.commodbee.comSports scores serviceSports scores service
Dan DayDan Day
Target audienceTarget audience
People without computers or Internet People without computers or Internet service, including farm workersservice, including farm workers
Spanish speakers and immigrantsSpanish speakers and immigrants Young adults, teensYoung adults, teens
StrategyStrategy
A useful serviceA useful service An ad delivery vehicle for text/mobile An ad delivery vehicle for text/mobile
platformplatform Gain expertise in the mobile formatGain expertise in the mobile format Bring more unique visitors to us whichever Bring more unique visitors to us whichever
way we canway we can
How it will workHow it will work
Baseball, football, soccer, basketballBaseball, football, soccer, basketball Special emphasis on soccer – pro leaguesSpecial emphasis on soccer – pro leagues User-generated local adult, youth scoresUser-generated local adult, youth scores Text messaging to cell phonesText messaging to cell phones Goooaaallll! ring tonesGoooaaallll! ring tones E-mail distributionE-mail distribution Ads attachedAds attached Off-shelf tools, clerical timeOff-shelf tools, clerical time
Kentucky.comKentucky.comZoning planZoning plan
Deedra LawheadDeedra Lawhead
Target audienceTarget audience
Families and single-professionals in Scott Families and single-professionals in Scott and Madison counties.and Madison counties.
Sub-audience of African-American Sub-audience of African-American professionals in Scott, Fayette and professionals in Scott, Fayette and Madison counties.Madison counties.
StrategyStrategy
Editor-directed reader forums to surface Editor-directed reader forums to surface and cover relevant issues and cover relevant issues
Gets Ky.com into user-generated contentGets Ky.com into user-generated content Ky.com seen as local info source in key Ky.com seen as local info source in key
counties, populationscounties, populations
How it will workHow it will work
User-generated content, editors are the guideUser-generated content, editors are the guide Best goes on homepage, WAP siteBest goes on homepage, WAP site Also place on Scott, Madison pages Also place on Scott, Madison pages Market the forums with various groupsMarket the forums with various groups Identify bloggers from the targeted communities Identify bloggers from the targeted communities
to enhance contentto enhance content Deliver blog updates to subscribers’ mobile Deliver blog updates to subscribers’ mobile
phonesphones Make forum, content findable through site Make forum, content findable through site
searchsearch
How it will workHow it will work
Do at least weekly multimedia (video, Do at least weekly multimedia (video, photo/audio slide shows) on How We Live, photo/audio slide shows) on How We Live, featuring various segments of our featuring various segments of our communities engaged in their livescommunities engaged in their lives
Include a user portion of How We Live to Include a user portion of How We Live to encourage reader submission of photos, encourage reader submission of photos, videosvideos
Offer contests as incentives to participate: Offer contests as incentives to participate: free cell phones as prizes among others.free cell phones as prizes among others.
Bakersfield.comBakersfield.comOnline and mobile strategy to Online and mobile strategy to serve the military community serve the military community
Jennifer BaldwinJennifer Baldwin
Target audienceTarget audience
11,000 military personnel and contractors 11,000 military personnel and contractors living on and working at Edwards Air Force living on and working at Edwards Air Force Base and China Lake Naval Air Weapons Base and China Lake Naval Air Weapons StationStation
People who are planning to or have People who are planning to or have enlisted in the military from Kern County.enlisted in the military from Kern County.
The families of the enlistedThe families of the enlisted Retired military / veterans Retired military / veterans
StrategyStrategy
Create an online “meet space” for current and Create an online “meet space” for current and retired military workers and their familiesretired military workers and their families
Offer a place for military people serving abroad Offer a place for military people serving abroad to keep up with what’s going on in their to keep up with what’s going on in their communities at homecommunities at home
Offer news, advice columns, and resources Offer news, advice columns, and resources important to the military communityimportant to the military community
How it will workHow it will work
Create a special section on Bakersfield.com for Create a special section on Bakersfield.com for the military communitythe military community
Offer aggregated news feeds that cover the Offer aggregated news feeds that cover the community; offer RSS and text alertscommunity; offer RSS and text alerts
Offer the Bakomatic social networking platform, Offer the Bakomatic social networking platform, including profiles and blogsincluding profiles and blogs
Target specific columnists/bloggers to create Target specific columnists/bloggers to create content for the site (example topics: family, content for the site (example topics: family, homemaking, education)homemaking, education)
How it will workHow it will work
Offer Legacy.com tributes to fallen soldiers and Offer Legacy.com tributes to fallen soldiers and veteransveterans
Poll and survey the community for reporter-Poll and survey the community for reporter-driven articles and projectsdriven articles and projects
Post “cheers” for promotions, medals and other Post “cheers” for promotions, medals and other honorshonors
Create a widget for people to surface on their Create a widget for people to surface on their Facebook and MySpace pagesFacebook and MySpace pages
Original music by D-Day & the InvadersOriginal music by D-Day & the Invaders
The News-Press, Fort MyersThe News-Press, Fort Myersnews-press.com news-press.com
Hispanic mothersHispanic mothers
Mark BickelMark Bickel
Target audienceTarget audience
Hispanic mothersHispanic mothers Second and third generationSecond and third generation Florida: “new Hispanic state” = fast growthFlorida: “new Hispanic state” = fast growth
StrategyStrategy
Platform: Gaceta TropicalPlatform: Gaceta Tropical Use social media tools to organize this Use social media tools to organize this
unique communityunique community Seed and feed through editor/reporter Seed and feed through editor/reporter
engagementengagement PromotionPromotion
How it will workHow it will work
Supported by user-generated contentSupported by user-generated content Emphasis will be on family/communityEmphasis will be on family/community
How it will workHow it will work
Content ideas: family, health, beauty, Content ideas: family, health, beauty, things to do, music, teaching the culture. things to do, music, teaching the culture. How about a moments of life blogger to How about a moments of life blogger to play up the family/community theme?play up the family/community theme?
Integrate with content we produce (video, Integrate with content we produce (video, moments of life audio-slide shows) moments of life audio-slide shows)
Advertising: Yes. But only once the Advertising: Yes. But only once the content grows (two years??)content grows (two years??)
Other platforms: text (ringtones)Other platforms: text (ringtones)
MyTopiaCafe.comMyTopiaCafe.comDaytona Beach Daytona Beach News-JournalNews-Journal
What’s happening?What’s happening?
Where you at?Where you at?
Michelle FerrierMichelle Ferrier
Target audienceTarget audience
Mobile usersMobile users Hispanic populationHispanic population College-age studentsCollege-age students Blue-collar workersBlue-collar workers
StrategyStrategy
Push/pull content optionsPush/pull content options Mobile: Wazzup/Where you at?Mobile: Wazzup/Where you at?
How it will workHow it will work
Push: RSS feed of current category Push: RSS feed of current category tagged content headlines and geotagged tagged content headlines and geotagged text message contenttext message content
Pull: Text message feed on town pages of Pull: Text message feed on town pages of MyTopiaCafe.com and mapped to Google MyTopiaCafe.com and mapped to Google Maps of local areaMaps of local area
Ringtones!Ringtones!