2013 Education Symposium & Expo - How to Reshape Your Message for the Digital World

165 views
121 views

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
165
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • We used all of this information and our knowledge of the market to develop our personas. For our personas, passions relate to their family: keeping Tallahassee safe for their family, making Tallahassee better through volunteerism for their family, enjoying FSU sports with their family, dining out with their family and friends, even how politics at the state and local levels intersect with their family, through a job, retirement plan and public education. Unlike other places in Florida, they are willing to pay their taxes – even willing to pay more, as long as government is spending the money on the things that are most passionate about.
  • 2013 Education Symposium & Expo - How to Reshape Your Message for the Digital World

    1. 1. News(paper) A LOOK INTO THE FUTURE.
    2. 2. Happening now: (r)evolution An ongoing change, in which media narrowly focus on the topics most important to key audiences, tailoring content to audiences desires and needs, including the “right” platforms and content types. This is called the personalization of news.
    3. 3. How we access news By platform By content type  Print  Text  Computer  Video  Mobile phone  Social media  Tablet  Email  Alerts  Voice
    4. 4. Trends By platform By content type  - Print  + +Text  Computer  ++++ Video  ++ Mobile phone  ++ Social media  +++ Tablet  + Email  + + Alerts  + Voice
    5. 5. Platform perfect * What you access is becoming more important than which distribution channel you use, both from a user viewpoint and a media owner viewpoint
    6. 6. Increasingly, news is visual *  http://on.tdo.com/194FcLV
    7. 7. And more specialized  http://on.tdo.com/1fzREbC
    8. 8. Video journalism growth 500000 450000 400000 350000 300000 Mobile 250000 Live 200000 Desktop 150000 100000 50000 0 2013 2012 2011
    9. 9. Mobile video Mobile views 50000 45000 40000 35000 30000 25000 20000 15000 10000 5000 0 Mobile views 2013 2012 2011
    10. 10. News is now … and later Consumers expect to “hear about” What is news on social and through alerts and then go and find what they are looking for from reputable sources.
    11. 11. Coming from social 900000 800000 700000 600000 500000 Mobile 400000 Desktop 300000 200000 100000 0 2013 2012 2011
    12. 12. News cycle  Push alert or social media post  Text on web  Video post on web  Update social post  Expanded web text story
    13. 13. News cycle continued  Social engagement  Print story  Expanded social engagement  Print column, opinion , Zing! etc
    14. 14. Consumers will pay more * Since the Democrat’s experiment with paid content in 2010, hundreds of news outlets have added paid content in various form, including many major news sites in Florida
    15. 15. Role of paid content  In July 2010, Tallahassee.com introduce paid content  In April 2012, that was extend to mobile sites
    16. 16. Results  Immediate loss of traffic  Immediate increase in revenues
    17. 17. DT: Monthly Unique Visitors Visitors 4700000 4600000 4500000 4400000 4300000 4200000 4100000 4000000 3900000 3800000 3700000 Visitors 2013 2012 2011
    18. 18. M: Monthly Unique Visitors Visitors 295000 290000 285000 280000 275000 270000 265000 260000 255000 250000 245000 Visitors 2013 2012 2011
    19. 19. One size fits no one * Days of mass media being all things to all people are numbered as audiences search for their passion topics.
    20. 20. Personalized news         My neighborhood: rabid dog on the loose Your neighborhood: man shot by spouse My city: raises taxes Your city: paves main downtown road My state: passes stand your ground law Your state: OKs medical marijuana bill My country: passes national health insurance Your country: uses chemical weapons on civilians
    21. 21. News tracts Professional Citizen  Breaking news  Expertise  Investigative  Self interest  Deep context  Broadly focused  Analysis  Breaking news  Narrow focus  Varying standards  Editing  Standards based
    22. 22. How did we get here? HUMAN-INNOVATION PROCESS  Extensive market research and surveys  Interviews with dozens of people  Instincts as journalists
    23. 23. Which audiences must we have?  Mr. & Mrs. State Worker  Prof. Rattnoleagles  I.M. deLeader  Noles Family
    24. 24. What do they look like?
    25. 25. What are their passions?  Politics & Policy  Keeping Tallahassee Special for My Family (TLH)  FSU Football
    26. 26. Politics & Policy  Properly funding public schools  High education  State workers issues  Government accountability
    27. 27. TLH Topics  Family  Food  Entertainment  Schools  Faith  Health & Fitness  Home/garden
    28. 28. FSU football  Not just the games (family matters here, too)  Authority  Insights  Watchdog
    29. 29. Deeper dive: citizen content  Blogs  Video  Social media  Photos  Chronicle (text)  Letters  My Views  Zings!
    30. 30. Citizen topics  Healthcare  Sex  Politics  Real estate  Food  Home & Garden  Environment  Fitness
    31. 31. TD content – health/fitness  Healthy Babies  Heart Walk  Pink  Power 5K  TLH weekly  Your Health  Sponsorships  Move.Tallahassee.com
    32. 32. Deeper dive: health  http://on.tdo.com/1fAt7TT
    33. 33. Move.Tallahasse.com
    34. 34. Move.Tallahassee.com  Tracking  Social networking  Events  Meet ups  Nutrition blogs  Exercise blogs  Videos Http://move.tallahassee.c om
    35. 35. Heart Walk: health topic  Full resources of TMG  Social media  Blogs  Stories  Videos  Sponsorship  Volunteerism http://bcove.me/vsmzfnwn
    36. 36. Deeper dive: watchdog
    37. 37. Watchdog  Text  Video  Blogs  Opinion  Social media

    ×