beyond the ink smudge to digital relevancy : social media for newspapers, the media, small business,...
DESCRIPTION
Always in motion is the future”– Yoda As both digital and legacy (local) news competition continues its battle for audience and advertisers every resource and strategy must be held accountable in order to move the business forward. Social media is no longer a “feel good” tactic. It must produce results. What those results might be and how social media can be used to achieve them is what this session focused on. This presentation, for Inland 2014 Inland Press Mobile and Social Solutions Conference, deconstructs social media in terms of newspaper brand, journalists and advertisers. There are resource worksheets included to help guide you through the process of reconstructing or contstructing your social media plan. Best of luck!TRANSCRIPT
Beyond the Ink Smudge to Digital Relevancy
Your Social Guide Toby Bloomberg @tobydiva www.divamarketingblog.com
@tobydiva
Mr
Our Game Plan
Deconstruct
Brand, Journalists &
Advertising
The Share
Construct
What’s Up Next
Mr. Deed Goes To Washington, Babe Bennett reporter
“Don't be a sitcom kid be a real kid.” Bill Cosby
Deconstruct
Stand Alone
??
What does social
media mean
at your newspaper?
Daily Telegraph News Room Editors
Publisher
Consumer Insights
Circulation
Advertising
IT
Product
Journalists
???????
Integrate
Stand Together
Media Websites 4
What is different?
How Are You Unique?
Risk
Agile
Quote s
Legacy Strengths -
Beyond the “Channel”
Community integration
Community involvement
Confidential Chat - 1884
Educate Emotional Connection Entertain
Now I Care Content
https://www.facebook.com/jfcs.atlanta
Legacy Strengths -
Beyond The “Channel”
Depth and variety of content
Community integration
Community involvement
Local credibility
Entertainment
Depth of coverage/reporting
What does digital
relevancy
mean to your
community?
NYT Innovation Report
New York Times Innovation Report
Your Community
Strengths/ Values Newspapers
Your NP
Advertising
Journalists
Brand
When the history of online journalism is written, it will be hard to ignore the biggest mistake made by news organizations and media companies: thinking of the World Wide Web as primarily a one-way broadcasting or publishing medium. Richard Gordon, Medill School of Journalism Northwestern
What
If Social Media Is Not …
The Front Page
Home Page
Then What IS Social Media?
Or
Bra
nd
Twitter + Facebook Integration
Leads To …
Often Forgotten … Easy To Do
Drives traffic to website
video blog
Northampton Chron @ChronandEcho Morning all, seems all quiet overnight and nothing major on the roads...so far. Headlines to follow
Not all tweets have to
be breaking news
Credibility For:
Brand + Journalists + Employees
Advertisers New Hires Partners
Jou
rnal
ists
3 Aspects of Personal Branding
Your values, goals &
story
Ethics & credibility
Your reputation
& perceptions
wsvn.com
FaceHat Tip - Courtesy WSVN
Engagement
Hat Tip - Courtesy WSVN
Engagement
https://www.youtube.com/watch?v=NtM0JA-ZeKg
Diva Marketing Post 7 Tips To Rockin’ Facebook Engagement A La Frank Somerville
http://bit.ly/1vDkWtN
Content – Inspired from Passion
http://evelinabarry.blogspot.com/2013/07/love-photography.html
https://twitter.com/JSonnheim
To build digital community
through social sharing
Construct
now I care
tweets and posts
Create personal brands that align with corporate
values
Maintain authenticity and
journalistic credibility
The Point of Posting
http://smallbiztrends.com/
Hashtags: Yours, Mine & Ours
Hash tags can increase engagement almost 100% (2x) for journalists and 50% (1.5x) for news organizations. ~ Twitter
1. Tweet your beat 2. Share some personal 3. Include urls, photos, video 4. @ cite your sources 5. Create lists 6. Thank your community for retweets, mentions 7. Behind the scenes 8. Live tweet breaking news 9. Participate in tweet chats 10. More is less .. 120 characters 11. @ each other 12. Talk with your community!
Grow Your Twitter Community – Journalists
Accuracy 1st … never sacrifice for speed e.g. breaking news posts
Verification of sources including digital
Credit: Quote marks, via @, thanks to @ HT @ (Hat Tip)
Only Facts? Can Opinions Be Included? Indicate if your opinion or an ‘editorial post’
Be careful regarding perceived (digital) bias. Q: Will who you follow impact your reputation? Errors: take responsibility, correct. apologize Inside Out Golden Rule: Do unto others as they would like not as you would want.
News organizations that tweet 20% fewer URLs and 100 more @mentions grow followers 17% more than expected. ~ Twitter
“Your followers don't need you as much as you think. They can easily move on to another individual or change sources if they sense that you aren't who they think you are.” Professor (of media) Dennis Blader, University of New Haven
Ad
vert
isin
g
Promotion
through paid & organic to grow social audience
Facebook Drives Reach
Take Aways
Know your goals
Know your website CPMs
Test types of content
Test targets
Communication among Sales, Social & Marketing
Hat Tip to T.J. McLarty, Austin Statesman
Share
https://www.flickr.com/photos/paguma/7407230772/
Engage
Bring valuable and entertaining content to others Define ourselves to others Grow and nurture our relationships Self-fulfillment
Tell about causes or brands
WHY People Share
NYT Research http://nytmarketing.whsites.net/mediakit/pos
Social Sharing Influencers
Motivation to connect with with their networks. You and the brand are 2nd. Trust is the cost of entree Keep it simple and it will get share and won't get muddled
What’s on the Horizon?
New Fronts Conde Nast - Digital Video Network
80M Users
http://maximum-plus.com/blog /
The Social Disappearing Act
The Social Disappearing Act
#amaatsocial
Your Community
Strengths/ Values Newspapers
Your NP
Questions Your Responses
What is success for your
newspaper? For you?
What is your area/your beat of
expertise?
Who is your audience/s?
Who will you follow/friend?
What social networks will best
drive results?
Where will you dedicate your to
color outside the line time?
How will you actively
participate with your
community?
How often will you post and
when?
What type of content will you
focus on media posts, topic
curation, your creation?
Getting Started: Journalists
Your Next Steps
How Will You Reconstruct?
Continue the Conversation
Toby Bloomberg @tobydiva Www.divamarketingblog.com