extending reach through social media
TRANSCRIPT
Jill Hopke
@jillhopke
Extending Reach Through Social Media
Workshop Overview
Social Media and News In the United States
“Content Shock” and Rise of Mobile
How to rise above the noise?
“Social Listening” with Crimson Hexagon
“Design Thinking” for User-‐Centered News
Smartphone and Tablet Device Ownership Rising
Pew. (2015). Technology Device Ownership.
Source: h?p://www.pewinternet.org/2015/10/29/technology-‐device-‐ownership-‐2015/
News on Facebook and Twi?er
Pew. (2015). The Evolving Role of News on TwiSer and Facebook.
Source: Source: h?p://www.journalism.org/2015/07/14/the-‐evolving-‐role-‐of-‐news-‐on-‐twi?er-‐and-‐facebook/
High Engagement in Niche PlaQorms
Source: h?p://www.journalism.org/2016/02/25/seven-‐in-‐ten-‐reddit-‐users-‐get-‐news-‐on-‐the-‐site/
Upward Trend of Mobile Content
Pew. (2015). State of the News Media 2015.
Source: h?p://www.journalism.org/2015/04/29/state-‐of-‐the-‐news-‐media-‐2015/pj_2015-‐04-‐29_sotnm_overview_01/
The Rise of Long-‐Form Content
TwiSer users spend more Ume with content, compared to Facebook
Source: h?p://www.journalism.org/2016/05/05/4-‐cellphone-‐news-‐users-‐spend-‐the-‐most-‐Xme-‐reading-‐long-‐form-‐content-‐when-‐arriving-‐at-‐an-‐arXcle-‐from-‐an-‐internal-‐link-‐least-‐Xme-‐when-‐arriving-‐via-‐a-‐social-‐network/
Long-‐Form Gets More Mobile Engagement
TwiSer users spend more Ume with content, compared to Facebook
Source: h?p://www.journalism.org/2016/05/05/long-‐form-‐reading-‐shows-‐signs-‐of-‐life-‐in-‐our-‐mobile-‐news-‐world/
How U.S. Adults Get News on the 2016 PresidenUal ElecUon
“Most helpful” news sources, vary by age
TwiSer users spend more Ume with content, compared to Facebook
Source: h?p://www.journalism.org/2016/02/04/the-‐2016-‐presidenXal-‐campaign-‐a-‐news-‐event-‐thats-‐hard-‐to-‐miss/
Facebook for PoliXcal News
TwiSer users spend more Ume with content, compared to Facebook
Source: h?p://www.pewresearch.org/fact-‐tank/2016/05/12/liberal-‐democrats-‐most-‐likely-‐to-‐have-‐learned-‐about-‐elecXon-‐from-‐facebook/
Why do people share online and social content?
Social Sharing for the InformaXon Age
New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
Why do people share?
New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
Types of social sharing pracXces
New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
“Through social media, news is resurfacing as a social experience, shared by word of month between friends, relaUves and strangers…
Facebook, TwiSer, YouTube and the myriad
of other services resonate with the basic human urge to be social.”
Alfred Hermida, Tell Everyone (p. 5)
Good Content Doesn’t Cut it Anymore
Content Strategy in 3 Digital “RevoluXons”
① Presence
② Discover ③ UXlity
Late 1990’s (era of AOL, Netscape, Prodigy) Having a website was enough
Search Engine OpXmizaXon (SEO) Make your content accessible and people will find it
Social and mobile tech “Micro-‐moments” in Google speak Help someone do something Sharable content key
Schaefer, M. W. (2015). The content code. @markwschaefer
Now, Imagine a Ze?abyte…
1 zeSabyte = 1.1 billion gigabytes By 2020, esUmated increase in informaUon online by 500%
“There is just too much content and too precious li?le Xme for people to
consume it.”
So what do we do?
InformaXon Overload = “Content Shock”
Schaefer, M. W. (2015). The content code (p. 11). @markwschaefer
How to rise above the noise?
Spreadability
• Flow of ideas • Dispersed material • Open-‐ended parXcipaXon • Diversified experiences • Good ideas circulate • CollaboraXon across roles (e.g. journalist, public)
“If it doesn’t spread, it’s dead.”
Jenkins, H. et al. (2013). Spreadable Media: Crea5ng Value and Meaning in a Networked Culture.
1. Unsaturated niches
2. Target niche audiences
3. Consistently produce quality content
4. Keep innovaXng
Look for Emerging PlaQorms / New Niches
Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
1. Research your core audience(s)
2. Help people achieve something
3. Use exclusivity to your advantage
4. Tailor to “micro-‐segment”
5. Harness “fear of missing out” (FOMO)
Integrate Shareabilty into Content
Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
• Awe (25%) • Laughter (17%) • Amusement and
entertainment (15%)
EmoXons that Make People More likely to Share
Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
• DescripXve, Tweetable content
• Be visual • Lists and
infographics • Re-‐purpose content
across plaQorms • Responsive design
Make User Design InteracXve and Visual
Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
Social Listening with Crimson Hexagon
Social Listening in News ReporXng
Crimson Hexagon PlaQorm
Extra text/sources here hSps://forsight.crimsonhexagon.com/ch/login
AlternaXve PlaQorms for Social Listening
• Signal (Facebook): – h?ps://www.facebook.com/facebookmedia/get-‐started/signal
• NewsWhip: – h?ps://www.newswhip.com/
• MenXon: – h?ps://menXon.com/en/
• GroundSignal (tracks social posts by locaXon): – h?p://www.groundsignal.com/
