Cision Webinar Slides: Digital First

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  • Real-time conversations make TV a participatory event through second screen interactionsAll local TV stations reported having at least one Facebook page in 2011. *50% of TV stations use Twitter “constantly,” with just 6% reporting their newsrooms were not active on Twitter. *Almost 80% of local TV stations report having one or more mobile apps. *
  • Analysis shows TV engagement low throughout the day, only to climb significantly from late in the day into prime time, where it is the dominate single medium.*More noteworthy, social media actually follows a similar pattern.  Although attaining a higher level of use during the day than TV – and while it is eventually surpassed as TV viewing rises late in the day – the peak time for social media use almost exactly mirrors TV.*When we look at congruent use of TV and social media (when both are used in the same 30-minute period) we again see a similar pattern where peak combined usage matches prime time for TV and social media individually.*
  • “The future isn’t either traditional or digital: it’s a feedback loop between the two. Television fans want to get involved and be counted. It’s how creative we are in engaging those fans – and keeping them connected even as they may move away from the traditional network – that will determine how potent and profitable we will be in the future.”
  • The new digital content ecosystem is blending all media channels together more than ever – pushing companies to build strategies under two main umbrellas:Highest Quality ContentCreative and Best Delivery MechanismFor future success, companies must find the best balance between products, services, support software, storytelling, and client engagement to have the most effective brand growth.

Transcript

  • 1. Digital First: An inside look at the news & media landscape Heidi Sullivan SVP, Digital Content, Cision @hksully Arvind Stokes VP, Digital Content Operations @arvindstokes
  • 2. How to Participate Today   If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions: Q&A addressed at the end of today’s session  2 2 During today’s web seminar, attendees will be in listenonly mode. Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • 3. The End of News as Section Divider an Event
  • 4. Readers Abandoning Traditional News 4 4
  • 5. Evening News Viewership Decline 5 5
  • 6. Newspaper advertising budgets move online… …as the newsroom workforce continues to decline. 6 6
  • 7. News Magazines Find Digital Success 7 7
  • 8. The Digital Section Divider Revolution
  • 9. The Good News 9 9
  • 10. The Social News 10 10
  • 11. “If the news is that important, it will find me.” - A college student in an article by Brian Stelter in the New York Times, March 2008
  • 12. The Social/TV Link  Real-time conversations  All local TV stations reported having at least one Facebook page in 2011*  50% of TV stations use Twitter “constantly,” with just 6% reporting their newsrooms were not active on Twitter*  Almost 80% of local TV stations report having one or more mobile apps* *SOURCE: Pew Research Center 2013 State of the News Media 12 12
  • 13. Symbiotic Relationship  TV engagement low during the day, climbing later until prime time, where it is the dominate single medium*  Social media follows a similar pattern – the peak time for social media use almost exactly mirrors TV*  Peak combined usage matches prime time for TV and social media individually* Source: MediaPost 13 13
  • 14. Journalists & Social Section Divider Media
  • 15. 2013 Cision Social Journalism Study Percentage of Respondents in each cluster (%) 2013 2012 31% 30% 26% 25% 18% 15% 20% 14% 11% Architects Social Journalist Expert 15 15 9% Promoters Hunters Observers Sceptics Social Journalist Novice
  • 16. 2013 Cision Social Journalism Study Figure 14: Comparison between the % of respondents in each cluster currently contacted by PR professionals via social media to the % who would prefer to be contacted by this method Currently communicate Prefer to communicate 47% 41% 33% 22% 21% 31% 21% 16% 9% 6% Observers 16 16 Hunters Promoters Architects Sceptics
  • 17. The Social Web Provides Unprecedented Depth of Information on Niche Topics  Most blogs are dedicated to a specific topic. Not just real estate, technology or travel, but Manhattan condos, Android smartphones, or backpacking in Thailand. Photo courtesy Sarah Fleming via Flickr 17 17 Photo courtesy J.D. Hancock via Flickr Photo courtesy Mark Fischer via Flickr
  • 18. The Devil is in the Details About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” general topics. The rest cover more specific topics. General 23% Specific 77% Source: Cision Media Research 18 18
  • 19. More Opportunities to Engage with Journalists on Social Site 19 19
  • 20. What Does It All Section Divider Mean to Me?
  • 21. “The future isn’t either traditional or digital: it’s a feedback loop between the two. It’s how creative we are in engaging those fans – and keeping them connected… that will determine how potent and profitable we will be in the future.” -Kevin Reilly, President of Entertainment at Fox Broadcasting 21 21
  • 22. Digital vs. Traditional SOURCE: Gerd Leonhard MediaFuturist.com SOURCE: Ralph Paglia Automotive Digital Marketing 22 22
  • 23. Media Melting Pot  The new digital content ecosystem is blending all media channels together  Find the balance for growth  Watch relationships across platforms  Share content across multiple channels Courtesy of Simon Mainwaring 23 23
  • 24. Questions? Heidi Sullivan SVP, Digital Content, Cision @hksully Arvind Stokes VP, Digital Content Operations @arvindstokes