Involving your audience [spring13]
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Involving your audience [spring13]

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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 ...

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. [presented April 27, 2013 at the JEA/NSPA Spring National High School Journalism Convention]

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    Involving your audience [spring13] Involving your audience [spring13] Presentation Transcript

    • involvingideas from Sarah Nichols, MJE#hsjSF @sarahjnicholsyouraudienceSaturday, May 4, 13
    • why audience matters• consider your publication, staff goals• be part of the conversation — it’s happeningeither way• understand your readers — it improvesyour coverage• strive for long-term relationshipsSaturday, May 4, 13
    • big idea #1The way to build sustainablerelationships with your readersis to be interesting, relevant,unique.Saturday, May 4, 13
    • what we know• compelling images• multiple entry points• striking layouts• captivating stories• something for everyoneSaturday, May 4, 13
    • Saturday, May 4, 13
    • Saturday, May 4, 13
    • ... but this is not that session!Saturday, May 4, 13
    • 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)Saturday, May 4, 13
    • crowd sourcing• readers feel connected to stories whenthey’re affected personally or know othersin the same situation• invite your audience to be interviewed orto provide important information• adds context, meaningful details• casts a wider net in finding sources(you don’t know everyone!)Saturday, May 4, 13
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    • crowd sourcing• ask for reader input:provides a teaser toupcoming coverageand helps measurestudent interest• monitor commentsfor potential sourcesor secondary anglesSaturday, May 4, 13
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    • everyone’s a photographerSaturday, May 4, 13
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    • #quarrybowl• create or promotea common hashtag• gather additionalangles, sourcesfor existing stories• comment or likephotos to gainfollow-backs• ask for the photosyou’d like to use inyour publicationSaturday, May 4, 13
    • using hashtags• invites readers to share information, interact• easily searchable• choose carefully (length, simplicity)Saturday, May 4, 13
    • using hashtags, promoting photosSaturday, May 4, 13
    • submitted photosSaturday, May 4, 13
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    • invite story submissionsSaturday, May 4, 13
    • adding an appSaturday, May 4, 13
    • professional toolsSaturday, May 4, 13
    • big idea #2Focus groups provideopportunities to let readersdrive coverage and dictateexpectations.Saturday, May 4, 13
    • focus groups• organized feedback with targeted audiences• by topic, medium, season, issue• provides time for Q/A, idea sharing• the why• the howSaturday, May 4, 13
    • sports focus groupSaturday, May 4, 13
    • find a focus• topic-specificvs. open-ended• incentives• avoidingoversaturationSaturday, May 4, 13
    • big idea #3Talk less and listen more.Saturday, May 4, 13
    • reader feedback• asking your audience to share their likes,dislikes, reactions shows your commitmentto their wants/needs• Survey Monkey, Survey Gizmo, Poll Daddy• aim for 10 percent minimum student sampleSaturday, May 4, 13
    • instant feedback• ask about more/less coverage• wants/needs• cover design• school colorsSaturday, May 4, 13
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    • show & tellSaturday, May 4, 13
    • show & tellSaturday, May 4, 13
    • snacks for surveys• short question set• friendly faces• incentives (food!)• open-mindedapproach totheir criticismSaturday, May 4, 13
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    • see what sticksSaturday, May 4, 13
    • trendspotting• let your audience show you what they’rethinking about through their online activity• assign your social media editor to monitorthe news feed• assign newer staffer members to findthree new story ideas from their friends’social media contentSaturday, May 4, 13
    • monitor posts for activitySaturday, May 4, 13
    • monitor posts for activitySaturday, May 4, 13
    • monitor posts for activitySaturday, May 4, 13
    • big idea #4The strategies will change butthe goal should stay the same.How can you evaluate yourprogress?Saturday, May 4, 13
    • measuring your reach• campus buzz• sales and circulation• followers, friends, fans, likes, retweets• pageviewsSaturday, May 4, 13
    • measuring your reachSaturday, May 4, 13
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    • promotion expands visibilitySaturday, May 4, 13
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    • big idea #5Look beyond the numbersand create quality content.Saturday, May 4, 13
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    • studying best practicesSaturday, May 4, 13
    • treat your audience like a friendSaturday, May 4, 13
    • spot news• social media as instant reporting tool• tags help extend your reach• going viral vs. having sharable content• invite participation (likes, comments, shares)Saturday, May 4, 13
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    • learn by example: #election2012Saturday, May 4, 13
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    • 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 chatsSaturday, May 4, 13
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    • link to photo galleriesSaturday, May 4, 13
    • link to photo galleriesSaturday, May 4, 13
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    • #hallowhitney: 213 Instagram photosSaturday, May 4, 13
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    • big idea #6Do something nobody elseis doing.Saturday, May 4, 13
    • managing the chaosSaturday, May 4, 13
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    • 2013DETAILSSOCIALMEDIAGUIDE• create your ownsocial media guide• revisit constantly• establish consistency• revisit goalsbest practicesSaturday, May 4, 13
    • holler!• @sarahjnichols• about.me/sarahjnichols• sarahjnichols.sjn@gmail.comSaturday, May 4, 13