The Post-Standard, June 29 2011

  • 330 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
330
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Post-Standard
    Social Media and Emerging Technology
    Executive Summary: There is an opportunity to hire a Social Media Manager at The Post-Standard to analyze current social media presence, align branding across social media platforms, and lead a team to manage and expand The Post-Standard’s social media presence and increase advertising opportunities.
  • 2. MarenGuse@marenguse
    B.S. in Photojournalism from the S.I. Newhouse School of Public Communications at Syracuse University, 2009
    Interned as a Photojournalist at The Post-Standard, 2008
    Media and Marketing Project Manager at Northeast Ohio Apartment Association
    M.S. in Information Management at the School of Information Studies at Syracuse University, expected 2012
    Social Media Consultant, Crouse Health Foundation
    MarenGuse@gmail.com @MarenGuseMarenGuse.comFacebook.com/MarenGuse
  • 3. Newspapers Successfully Using Social Media
    The Washington Post
    The New York Times
    The Oregonian
    The Guardian
    Boston Globe
    The Huffington Post – Online only
    Seattle Post-Intelligencer – Online only
    AnnArbor.com– Online only
    http://www.agenciasdecomunicacion.org/wp-content/uploads/community-manager.jpg
  • 4. The Oregonian: Website
    http://www.oregonlive.com/
  • 5. The Oregonian: Follow Page
    The Oregonian and OregonLive.com are listed
    Easy to find primary accounts
    Easy to navigate
    Nearly all reporters and photographers are on Twitter
    http://www.oregonlive.com/connect/
  • 6. The Oregonian: Twitter
    https://twitter.com/#!/oregonian
  • 7. The Oregonian: Facebook
    Positive
    Consistent branding
    Seamless presence between Facebook, Twitter, and the Website
    Concise Info page
    Negative
    • Unused Tabs
    http://facebook.com/theoregonian
  • 8. The New York Times: Website
    Social media links are “above the fold”
    http://nytimes.com
  • 9. The New York Times: Article
    http://nytimes.com
  • 10. The New York Times: Website
    http://nytimes.com
    http://nytimes.com/pages/sports/index.html
  • 11. The New York Times: Twitter
    http://twitter.com/#!/nytjim
    http://twitter.com/#!/lexinyt
    http://twitter.com/#!/nytimes
  • 12. The New York Times: Foursquare
    https://foursquare.com/nytimes
  • 13. Times Union: Follow Page
    http://www.timesunion.com/socialmedia/
  • 14. Times Union: Follow Page
    Distinguishes between individuals and the organization
    http://www.timesunion.com/socialmedia/
  • 15. Washington Post:Home Page
    http://www.washingtonpost.com/
  • 16. Washington Post: Twitter
    http://twitter.com/#!/washingtonpost
  • 17. Washington Post: Twitter
    http://twitter.com/postlocal
    http://twitter.com/postpolitics
  • 18. Washington Post: Twitter Lists
    http://twitter.com/#!/washingtonpost
  • 19. Washington Post: Facebook
    http://facebook.com/washingtonpost
  • 20. Washington Post: Facebook Tabs
    http://facebook.com/washingtonpost
  • 21. Democrat and Chronicle
    http://democratandchronicle.com/section/twitter
    http://democratandchronicle.com/section/facebook
  • 22. The Huffington Post:
    Social Media on Every Page
    http://huffingtonpost.com
  • 23. The Huffington Post:
    Social Media on Every Page
    http://huffingtonpost.com
  • 24. The Boston Globe: Boston.com
    http://boston.com/
  • 25. The Boston Globe: Follow Page
    http://boston.com/tools/twitter/?p1=HP_StayConnected_Twitter
  • 26. The Boston Globe: Deals Tab
    http://www.facebook.com/globe
  • 27. The Boston Globe: Deals Page
    http://www.facebook.com/globe?sk=app_198378460203707
  • 28. The Plain Dealer: Live Blogging
    http://cleveland.com
    http://twitter.com/#!/pdsowelltrial
  • 29. BBC: Live Blogging
    http://www.bbc.co.uk/news/world-middle-east-12307698
  • 30. NPR & NYTimes: Live Tweeting
    NYTimes: Nick Kristof
    NPR: Andy Carvin
    http://twitter.com/#!/nickkristof
    http://twitter.com/#!/acarvin
  • 31. Magazines Successfully Using Social Media
    The Atlantic
    The New Yorker
    Wired
    CNY Woman
    Harvard Business Review
    ESPN
  • 32. The Atlantic: Website
    Seamless online presence between Facebook, Twitter, and the Website
    http://theatlantic.com
  • 33. The Atlantic:Follow Page
    http://theatlantic.com/follow-the-atlantic/
  • 34. The Atlantic: Twitter
    Positive
    Consistent branding
    Clear and consistent naming of niche handles
    Facebook URL
    Good use of Retweets, mentions and hash tags
    Social media manager often manually tweets
    https://twitter.com/#!/TheAtlantic
  • 35. The Atlantic: Facebook
    Positive
    Entry page is the magazine Cover
    “Likes” other The Atlantic Pages
    Simple About section
    Twitter Tab
    Effectively uses Tabs
    Negative
    • Too many Tabs
    http://facebook.com/TheAtlantic
  • 36. The Atlantic: Facebook
    Info Tab: Seamless online presence across platforms
    Engagement: Questions encourage response and foster discussion
    http://facebook.com/TheAtlantic
  • 37. CNY Woman: Digital Publication
    http://todayscnywoman.com/
  • 38. Other Tools
    CrowdMaphttp://crowdmap.com/
    • Collect information from cell phones, news and the web
    • 39. Aggregate that information into a single platform
    • 40. Visualize it on a map and timeline
    ShortStackhttp://shortstacklab.com
    • Tool for Facebook tabs and contests
    ScribbleLivehttp://scribblelive.com/
    • Live blogging software and plugins
    HootSuitehttp://hootsuite.com
    • Tool for managing multiple social media accounts and tracking metrics
    Storifyhttp://storify.com
    • Tool for collecting and organizing content from the social web
    Texterityhttp://www.texterity.com
    • Tool for building an iPad/iPhone/Android magazine app (Used by Entrepreneur, Ad Age, Better Homes and Gardens)
  • Analysis of The Post-Standard
    Website, Twitter and Facebook
  • 41. Goals:
    Enhance the branding of The Post-Standard to reflect the lively and multifaceted multimedia company
    Establish The Post-Standard as a community leader and champion of Syracuse and Central New York
    Create partnerships with opinion leaders in the Central New York community and build, expand and maintain an active online community
    Increase advertising revenue by driving traffic toSyracuse.com
    Explore untapped advertising avenues
    Track The Post-Standard’s social online presence through a variety of metric tools
  • 42. The Post-Standard is Perfect for Social Media
    Unique, quality content
    Print magazines
    Print newspaper
    Quality journalism
    Widely known and visible brand
    Trusted news source
    Variety of advertisers
    Beginnings of social media integration on Syracuse.com
  • 43. Opportunities for Improvement with Social Media
    Consistent branding across all platforms
    Seamless transition from website to external platforms
    Enhance user experience on the website
    Add personalization
    Active social media presence
    Targeted advertising on website and external platforms
  • 44. Central New York Sports Magazine
    http://cnysports.ny.newsmemory.com/
    http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
  • 45. Central New York Sports Magazine
    http://facebook.com/pages/CNY-Sports-Magazine/135535636502993
  • 46. CNY Business Magazine
    http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
  • 47. CNY Business Magazine: Digital Edition
    http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
  • 48. User Experience
    http://www.syracuse.com/
  • 49. User Experience
    http://www.syracuse.com/
  • 50. User Experience
    http://www.syracuse.com/
  • 51. User Experience
    http://www.syracuse.com/
  • 52. User Experience
    http://www.syracuse.com/
  • 53. User Experience
    • @PostStandard is not listed
    • 54. Majority of individuals are not on Twitter
    http://www.syracuse.com/connect
  • 55. User Experience
    • Does not specify which Twitter accounts belong to the organization
    http://www.syracuse.com/connect
  • 56. Twitter Presence: Branding
    Sports
    News
    http://www.syracuse.com/connect/twitter
    https://twitter.com/#!/PostStandard/ps-twitter/members
  • 57.
  • 58. Twitter Presence
    Positive
    Consistent stream of quality content
    List of some of the other Twitter accounts
    Opportunities for Improvement
    Inconsistent branding across accounts
    Inconsistent names across accounts
    Long stretches without posting
    No retweets, mentions or hash tags
    Clear that it is automated
    https://twitter.com/#!/PostStandard
  • 59. Facebook Presence
    The page does not reflect the current design of The Post-Standard
    There is an opportunity to add a Facebook presence to The Post-Standard’s overall strategy
    Facebook is the perfect place to communicate with frequent site visitors
    http://www.facebook.com/pages/The-Post-Standard/109363812423133
  • 60. CNY Central
    http://www.cnycentral.com/news/story.aspx?id=633618
    http://twitter.com/#!/cnycentral
  • 61. CNY Central
    http://www.facebook.com/cnycentral?sk=app_166324600087627#!/cnycentral?sk=wall
  • 62. Syracuse.com: Facebook
    http://www.facebook.com/syracusecom
  • 63. Targeted Advertising: Website
    http://syracuse.com
  • 64. Targeted Advertising: Website
    http://syracuse.com
  • 65. Value of Social Media on Your Bottom Line
    Content is key – The Post-Standard has content
    Links strategically placed on social media sites will drive traffic to quality content on the website
    An engaged online community will increase return visits and link sharing - virtual word of mouth and brand loyalty
    Social media sites provide a number of unique ways to involve advertisers
    Targeted advertising increase click through rates
    Resources
    The Post-Standard has the know-how of a web designer and graphic designer and content from many journalists
    Most tools are free – only expense is time
    Social Media Manager
  • 66. Proposal: Social Media Manager
    Enhance over user experience online and align branding
    Strategic content delivery to niche markets
    Integration of social media into daily workflow
    Analyze user interaction and traffic streams
    Provide quick customer service through social media
    Explore the social web for opportunities
    Manage an active social media hub on Syracuse.com
    Take content that is already budgeted for and turn it into additional traffic
    Example: With access to internal database, post unpublished photos to blog space on Syracuse.com and share on social media
    Live blog from the scene – ask the community which one to cover
  • 67. http://wildwomanfundraising.com/infographic-mind-kickass-community-manager/