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  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • Lisa on LinkedIn: linkedin.com/in/lisawilliams Lisa on Twitter: @lisawilliams
  • Social media: Presence and interaction on social media platforms increases site traffic, time spent on site and user/site and user/user interactions
  • In a way, what we all want to engineer is more interaction, recognition, engagement, and influence via social media and the people networks it supports. Actions, words and attention in social networks are currencies of value. (use an example/case study here that uses Likes on social media to drive marketing)
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours

Virtual Class: Raising Visibility // Week 3 Virtual Class: Raising Visibility // Week 3 Presentation Transcript

  • Raising visibility,awareness and reach for Susan Mernit Knight Circuit Rider, your online project: Oakland Local Editor/PublisherDistribution & Syndication & Viral social media APRIL 30, 2013
  • Type questions here
  • WHO’S THE INSTRUCTOR? Susan Mernit, Linked In: http://www.linkedin.com/in/susanmernit Twitter: @susanmernit Facebook: Facebook.com/susanmernit3
  • STARTING WITH PARTNERSHIPS—WHY DO THEM? Who ever goes to a web site anymore with so many choices? We’re talking today about how partnerships can increase reach, traffic--4
  • What we will look at: Who are your “official” partners? Do they send you any traffic? What kind of 3rd party links do you have today? Is any of it good traffic?** **Good traffic: viewers who spent more than .65 minutes on the site, return, and/or look at 2+ pages per visit5 knightdigitalmediacenter.org
  • Who are good prospects to syndicate to? Look for: •Local media (newspapers, radio, web) •Local government (city, county) •Bloggers & hyperlocal sites (news sites, individual sites) •Local and regional mobile apps & directories •Portal sites with regional or niche content (Yahoo! News, Google News, Huffington Post, Patch) Connecticut Mirror has a large number of partners, including the NY Times6
  • Tools for getting partners! Materials for reaching out: •Description of your organization •Information about your content •Content samples •Information on RSS/XML feed •Information on photo licensing/right •Daily or weekly news budget email Economic Hardship Economic Hardship Reporting Project has a Reporting Project has a model that focuses on model that focuses on7 content distribution content distribution
  • Bay area KQED public media partners with many different news sites, blogs and non-profits to gather quality local news. Each of these stories is from a different partner— and sends that partner traffic.8
  • Once you’re syndicating/distributing Content distribution (posting on a partner site) •Post consistently •Use photos •Increase posting on sites with most click-through to you ••Contentsyndication: Sharing Content syndication: Sharing •Send news budget to staff through feeds through feeds •Push the specials •Keep adding partners ••Regularlycheck indexing is Regularly check indexing is working working ••Buildnew feeds for specific Build new feeds for specific Check stats on partner requirements partner requirements Google ••Keepadding new partners Keep adding new partners Analytics/Traffic Sources9
  • Assignment--Action steps to take to improve visibility with syndication/distribution••Reviewyour third-party referrals on Google Analytics over 6 months Review your third-party referrals on Google Analytics over 6 months••(setthe date range to see 6 mos.) (set the date range to see 6 mos.)••Notethe top 10 third-party referrers—how many do you know and Note the top 10 third-party referrers—how many do you know andconnect with already? connect with already?••Rate3-6 referrers as A/B/C as partner prospects—What are you basing Rate 3-6 referrers as A/B/C as partner prospects—What are you basing••yourassumptions on? your assumptions on?••Tellus—who are 1-3 new partners you might approach and why? Tell us—who are 1-3 new partners you might approach and why?10
  • Switching gears--Social media: Critical tool to build visibility for your project via virality, sharing11 knightdigitalmediacenter.org
  • We’ll also talk abut viral sharing via social media and how POWERFUL that has become in driving traffic, engagement, attention…12 knightdigitalmediacenter.org
  • Important: Think about VIRAL SHARING as a new goal Use social media Use social media platforms platforms to increase users, to increase users, drive interaction & drive interaction & engagement engagement And reach more diverse And reach more diverse audiences audiences CHECK IN: Are you using share buttons CHECK IN: Are you using share buttons on your site? on your site? Do you encourage sharing interactions? Do you encourage sharing interactions?13 knightdigitalmediacenter.org
  • 14 knightdigitalmediacenter.org
  • To build visibility, add visible share buttons To build visibility, add visible share buttons to your site for key social networks to your site for key social networks **Make it EASY to share** **Make it EASY to share** Note buttons for Reddit, Note buttons for Reddit, Stumbleupon, Stumbleupon, Google +, Linked In,-- Google +, Linked In,-- where where are your people? are your people?15 knightdigitalmediacenter.org
  • SHARING IS DRIVEN BY WORDS, PHOTOS CAPTIONS ON ON PHOTOS Good content Photos w/ captions posted to Facebook & Twitter Copy with the captioned photos that engages deep curiosity—and doesn’t give much away If Facebook is your top referrer, focus on that—and use crafted headlines & captioned photos16 (Hat tip: Upworthy.com) (Hat tip: Upworthy.com)
  • Oakland Local caption/headline test on Facebook Methodology: Took 5 stories and build captioned photos Posted photos & new headlines on Facebook Compared results to previous promotions Results Pie photo: Feb 24: 14 hours after posting: 1,187 people saw this post; Feb 17 (no caption), 300 Occupy photo: Feb 24: 14 hours after posting: 1,037 people saw this post17 Feb 21: 502 saw this post
  • And don’t forget the power of the hashtag Remember the 2012 Olympics & the #NBCFail hashtag? Thousands of people used the tag. At the 2013 Oscars, #hathawaynipples went viral due to a Prada dress Create hashtags for your Create hashtags for your events, coverage and events, coverage and issues issues --and see ififthey catch on --and see they catch on18
  • Resources for building skills SOCIAL MEDIA & VIRALITY •The rise of digital influence by Brian Solis, Altimeter, http://www.slideshare.net/Altimeter/the-rise-of-digital-influence •Upworthy: 10 Ways To Win The Internets http://slidesha.re/15faQUs •Upworthy: How To Make That One Thing Go Viral http://slidesha.re/15faVrd •Susan Mernit: Test slides (in resources in class folder)19
  • Assignment (Pick one , or do both): SYNDICATION/DISTRIBUTION FOCUS: Who are your best partners? • Check Google Analytics to see your third-party referrers. • Create a list of potential partners and why you want them. • Compare the two lists. • Develop a timeline and action list to go after new partners. SOCIAL MEDIA/VIRAL FOCUS: Practice your (viral) headlines • Read the UpWorthy presos in resources and Susan’s test preso (they are fun). • Get 3 pictures. Write great captions in this style for each photo. • Post on FaceBook if you are brave; share with us if you are less brave. • Discuss. Please post your work by Friday, May 3, so we can Please post your work by Friday, May 3, so we can discuss, share, comment before the May 7 class. discuss, share, comment before the May 7 class.20
  • Type questions here
  • THANKS! mernit@gmail.com Susan Mernit @susanmernit Knight Circuit Rider, Oakland Localhttp://oaklandlocal.com Editor/Publisher
  • Virtual Class: Raising Visibility || Starts on April 15, 2013 Virtual Class: Raising Visibility Starts on April 15, 2013 Go to bit.ly/raising-visibility for more information and to find out how to apply. Go to bit.ly/raising-visibility for more information and to find out how to apply.23 knightdigitalmediacenter.org