involving       your       audience           ideas from Sarah Nichols, MJE                                 #hsjTX @sarahj...
why audience matters                • consider your publication, staff goals                • people are talking; be part ...
big idea #1                 The way to build sustainable                 relationships with your readers                 i...
what we know                • compelling images                • multiple entry points                • striking layouts  ...
Friday, November 16, 12
Friday, November 16, 12
... but this is not that session!Friday, November 16, 12
going social (or getting better at it)                • necessary in order to be relevant                • requires new th...
crowd sourcing                • readers feel connected to stories when                  they’re affected personally or kno...
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
crowd sourcing                 • ask for reader input:                   provides a teaser to                   upcoming c...
everyone’s a photographerFriday, November 16, 12
#quarrybowl                              • create or promote                                a common hashtag              ...
using hashtags                  • invites readers to share information, interact                  • easily searchable     ...
submitted photosFriday, November 16, 12
Friday, November 16, 12
invite story submissionsFriday, November 16, 12
adding an appFriday, November 16, 12
professional toolsFriday, November 16, 12
focus groups                • organized feedback with targeted audiences                • by topic, medium, season, issue ...
sports focus groupFriday, November 16, 12
find a focus                               • topic-specific                                 vs. open-ended                ...
big idea #2                 Talk less and listen more.Friday, November 16, 12
reader feedback                  • asking your audience to share their likes,                    dislikes, reactions shows...
instant feedback                • ask about more/                  less coverage                • wants/needs             ...
Friday, November 16, 12
show & tellFriday, November 16, 12
snacks for surveys                  • short question set                  • friendly faces                  • incentives (...
Friday, November 16, 12
see what sticksFriday, November 16, 12
trendspotting                  • let your audience show you what they’re                    thinking about through their o...
monitor posts for activityFriday, November 16, 12
monitor posts for activityFriday, November 16, 12
monitor posts for activityFriday, November 16, 12
big idea #3                 The strategies will change but                 the goal should stay the same.                 ...
measuring your reach                  • campus buzz                  • sales and circulation                  • followers,...
measuring your reachFriday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
promotion expands visibilityFriday, November 16, 12
Friday, November 16, 12
big idea #4                 Look beyond the numbers                 and create quality content.Friday, November 16, 12
studying best practicesFriday, November 16, 12
treat your audience like a friendFriday, November 16, 12
spot news                  • social media as instant reporting tool                  • tags help extend your reach        ...
Friday, November 16, 12
learn by example: #election2012Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
interactives                • things to click or do to engage with content                • QR codes for additional conten...
Friday, November 16, 12
Friday, November 16, 12
link to photo galleriesFriday, November 16, 12
link to photo galleriesFriday, November 16, 12
Friday, November 16, 12
Friday, November 16, 12
#hallowhitney: 213 Instagram photosFriday, November 16, 12
big idea #5                 Do something nobody else                 is doing.Friday, November 16, 12
managing the chaosFriday, November 16, 12
best practices           • create your own             social media guide           • revisit constantly           • estab...
holler!                • @sarahjnichols                • about.me/sarahjnichols                • sarahjnichols.sjn@gmail.c...
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Involving your-audience

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Engage them, include them and get more of them. This session explores crowdsourcing, polls and surveys, focus groups, social media and interactive copy formats to make sure your audience feels connected to your publication. After all, you're planning and producing it for them.

/title slide image based on CC-SA-NC license; M. Brinkley

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Involving your-audience

  1. 1. involving your audience ideas from Sarah Nichols, MJE #hsjTX @sarahjnicholsFriday, November 16, 12
  2. 2. why audience matters • consider your publication, staff goals • people are talking; be part of the conversation • understanding your readers improves your coverage • strive for long-term relationshipsFriday, November 16, 12
  3. 3. big idea #1 The way to build sustainable relationships with your readers is to be interesting, relevant, unique.Friday, November 16, 12
  4. 4. what we know • compelling images • multiple entry points • striking layouts • captivating stories • something for everyoneFriday, November 16, 12
  5. 5. Friday, November 16, 12
  6. 6. Friday, November 16, 12
  7. 7. ... but this is not that session!Friday, November 16, 12
  8. 8. going social (or getting better at it) • necessary in order to be relevant • requires new thinking • provides challenges in terms of measurement • complex (many tools, ways to measure) • changes constantly (new tools, options)Friday, November 16, 12
  9. 9. crowd sourcing • readers feel connected to stories when they’re affected personally or know others in the same situation • invite your audience to be interviewed or to provide important information • adds context, meaningful details • casts a wider net in finding sources (you don’t know everyone!)Friday, November 16, 12
  10. 10. Friday, November 16, 12
  11. 11. Friday, November 16, 12
  12. 12. Friday, November 16, 12
  13. 13. Friday, November 16, 12
  14. 14. Friday, November 16, 12
  15. 15. crowd sourcing • ask for reader input: provides a teaser to upcoming coverage and helps measure student interest • monitor comments for potential sources or secondary anglesFriday, November 16, 12
  16. 16. everyone’s a photographerFriday, November 16, 12
  17. 17. #quarrybowl • create or promote a common hashtag • gather additional angles, sources for existing stories • comment or like photos to gain follow-backs • ask for the photos you’d like to use in your publicationFriday, November 16, 12
  18. 18. using hashtags • invites readers to share information, interact • easily searchable • choose carefully (length, simplicity) • #whitesweatergirlFriday, November 16, 12
  19. 19. submitted photosFriday, November 16, 12
  20. 20. Friday, November 16, 12
  21. 21. invite story submissionsFriday, November 16, 12
  22. 22. adding an appFriday, November 16, 12
  23. 23. professional toolsFriday, November 16, 12
  24. 24. focus groups • organized feedback with targeted audiences • by topic, medium, season, issue • provides time for Q/A, idea sharing • the why • the howFriday, November 16, 12
  25. 25. sports focus groupFriday, November 16, 12
  26. 26. find a focus • topic-specific vs. open-ended • incentives • avoiding oversaturationFriday, November 16, 12
  27. 27. big idea #2 Talk less and listen more.Friday, November 16, 12
  28. 28. reader feedback • asking your audience to share their likes, dislikes, reactions shows your commitment to their wants/needs • Survey Monkey, Survey Gizmo, Poll Daddy • aim for 10 percent minimum student sampleFriday, November 16, 12
  29. 29. instant feedback • ask about more/ less coverage • wants/needs • cover design • school colorsFriday, November 16, 12
  30. 30. Friday, November 16, 12
  31. 31. show & tellFriday, November 16, 12
  32. 32. snacks for surveys • short question set • friendly faces • incentives (food!) • open-minded approach to their criticismFriday, November 16, 12
  33. 33. Friday, November 16, 12
  34. 34. see what sticksFriday, November 16, 12
  35. 35. trendspotting • let your audience show you what they’re thinking about through their online activity • assign your social media editor to monitor the news feed • assign newer staffer members to find three new story ideas from their friends’ social media contentFriday, November 16, 12
  36. 36. monitor posts for activityFriday, November 16, 12
  37. 37. monitor posts for activityFriday, November 16, 12
  38. 38. monitor posts for activityFriday, November 16, 12
  39. 39. big idea #3 The strategies will change but the goal should stay the same. How can you evaluate your progress?Friday, November 16, 12
  40. 40. measuring your reach • campus buzz • sales and circulation • followers, friends, fans, likes, retweets • pageviewsFriday, November 16, 12
  41. 41. measuring your reachFriday, November 16, 12
  42. 42. Friday, November 16, 12
  43. 43. Friday, November 16, 12
  44. 44. Friday, November 16, 12
  45. 45. promotion expands visibilityFriday, November 16, 12
  46. 46. Friday, November 16, 12
  47. 47. big idea #4 Look beyond the numbers and create quality content.Friday, November 16, 12
  48. 48. studying best practicesFriday, November 16, 12
  49. 49. treat your audience like a friendFriday, November 16, 12
  50. 50. spot news • social media as instant reporting tool • tags help extend your reach • going viral vs. having sharable content • invite participation (likes, comments, shares)Friday, November 16, 12
  51. 51. Friday, November 16, 12
  52. 52. learn by example: #election2012Friday, November 16, 12
  53. 53. Friday, November 16, 12
  54. 54. Friday, November 16, 12
  55. 55. Friday, November 16, 12
  56. 56. Friday, November 16, 12
  57. 57. Friday, November 16, 12
  58. 58. interactives • things to click or do to engage with content • QR codes for additional content online • quizzes/matching quick-reads (print, digital) • CoverItLive or online chatsFriday, November 16, 12
  59. 59. Friday, November 16, 12
  60. 60. Friday, November 16, 12
  61. 61. link to photo galleriesFriday, November 16, 12
  62. 62. link to photo galleriesFriday, November 16, 12
  63. 63. Friday, November 16, 12
  64. 64. Friday, November 16, 12
  65. 65. #hallowhitney: 213 Instagram photosFriday, November 16, 12
  66. 66. big idea #5 Do something nobody else is doing.Friday, November 16, 12
  67. 67. managing the chaosFriday, November 16, 12
  68. 68. best practices • create your own social media guide • revisit constantly • establish consistency • revisit goals 2013 DETAILS SOCIAL MEDIA GUIDEFriday, November 16, 12
  69. 69. holler! • @sarahjnichols • about.me/sarahjnichols • sarahjnichols.sjn@gmail.comFriday, November 16, 12
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