World Newspaper Congress 11: Session Digital, Richard Beattie


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World Newspaper Congress 11: Session Digital, Richard Beattie

  1. 1. 63rd WORLD NEWSPAPER CONGRESS Session: Digital Title: SOCIAL NETWORKS ARE A LIFELINE FOR NEWSPAPERS Speaker: Rich Beattie Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien
  2. 2. SOCIAL NETWORKS ARE A LIFELINE FOR NEWSPAPERS PRESENTED BY: RICH BEATTIE,VP EMEA63rd World Newspaper Congress Friday, Oct. 14, 2011 “Digital” Panel & Social Presentation 1
  3. 3. TODAY’S DIGITAL WORLD SOCIAL OPPORTUNITIES Newspaper & Publishing’s Digital Dilemmas. What Must a Newspaper Do? Think Like Some of Today’s Smartest Brands. Embrace Social As A Communications Pillar!“Yes, of course…but how?” 2
  4. 4. SOCIAL LIFELINES FACEBOOKGrowth numbers and reach incredible and growing.Redefining how consumers interact with the social web.Increasingly a driver of traffic to media sites and projected to increase.A Pew Research Study (May 2011) reports Facebook ranked as second orthird driver to news websites, behind Google.  Huffington Post readers who sign in via Facebook read 22% more articles and visit longer than the average reader;  The average media site integrated with Facebook has seen a 300% increase in referral traffic; and , Washington Post and The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins. 3
  5. 5. SOCIAL LIFELINES TWITTER100 million active users.Processing 230 million tweets a day, a 110% increase 1/2011.Established provider of real-time “news”; Breaking big news events.BrightEdge (Sept. 2011) shows that pages displaying Twitter share buttonsget 7x the social media mentions/engagement.Half of the largest 10,000 sites still don’t display sharing tools.Incredible outlet for journalists for newsgathering, promotion andbranding. Social Links/Plugins on Homepages of Top Sites Social Site With Social Links/Plugins Change From Previous Month Facebook 50.3% Up from 49.5% Twitter 42.5% Up from 42.4% Google+ 8.1% Up from 7.3% LinkedIn 4.0% Unchanged Source: BrightEdge Research, SocialShare Analysis, September 2011 4
  6. 6. SOCIAL LIFELINES The facts are undisputable: Media sites must strategically leverage social. Facebook, Twitter and other outlets like Google+ (when pages open), LinkedIn and YouTube. Those that don’t fully embrace social will not overcome the challenges of the digital world. Dynamic and engaging social pages that incorporate share functionalities across the web; delivers valuable, relevant (customized) and engaging content; leverages the latest social marketing technologies; measures and learns from sophisticated analytics tools and much more. Then the digital world becomes an open opportunity, not a sea of challenges. 5
  7. 7. BEST PRACTICES Content is King: Get Local, Relevant & PersonalizeTruly get to know and develop arelationship with your readers.Customize and personalize contentinstead of pushing one-size-fits-all.Newspapers can do “local” well:popular local columnists, tie-in locally tooffer specials, deals and promotionsacross their footprint.Content that is of value, engaging,relevant and real. Targeted, custom. 6
  8. 8. BEST PRACTICES Remember Social Is A Different Digital MediumDon’t treat social as you do your Editorial >“editorial” outlet and dot com.Social is a two-waycommunication platform where the Socialconsumers truly have control andbrands can develop a relationship vwith their users.Facebook is a more personalcommunity interaction platformthat allows for more comprehensiveengagement.Twitter only 140 characters, moreof a news feed. 7
  9. 9. BEST PRACTICES Personalize, Empower Your PeopleJournalists actively and regularly engaging with your readers – and in anopen and real fashion.Breakdown those editorial walls and strict guidelines.Social thrives is because it’s social and personal.Journalists have adapted more quickly to Twitter than Facebook.Tremendous opportunity for newspapers for expanded Facebook.Vitrue helped Amway develop individual business pages worldwide fortheir thousands of representatives – incorporating Amway brandingthroughout – so they have the flexibility, tools and technologies to build 8
  10. 10. BEST PRACTICES Learn, Listen & RespondThe marketing paradigm has completely shifted. Consumers nowhave the control; embrace it.Develop real, two-way relationships -- listen, learn and respond.Interaction at both at your corporate level and with individualjournalists.Experiment. Try new things. Facebook is a dynamic and fluidmedium.Get feedback from your users. Get to know them by listening andlearning.Platforms today have sophisticated monitoring capabilities that 9
  11. 11. BEST PRACTICES Don’t Blatantly “Sell” on SocialDon’t use social to blatantly push your products.It’s a great avenue to seed, say, subscriptions, classifieds and localdeals.package it as a value for them, with relevancy, your readers willinteract.Deliver coupons or deals based on their story/reading habits andinterests.Push subscription offers that front content – perhaps evenexclusively – that you know will resonate with them.(Your brand’s sCommerce approach with an obvious storefront and 10
  12. 12. BEST PRACTICES Mobile Devices, Technology & The FutureProliferation of smart phones and tabletadoption – set to explode.Today, in fact, more than 250 millionusers access Facebook via mobile.Every day technology changes the wayconsumers interact with content.Google is reported to be creating aFlipboard-type competitor.CNN’s purchase of iPad magazineplatform Zite. 7
  13. 13. Closing Thoughts … to not just think about“We tell our journalists and encourage them it as distribution and promotion. In fact, if you just think about it only as distribution, you’re not getting what you can out of social media, the most that you can, which is really about user interaction, engagement and news gathering… We really want them [journalists] to have a strategy so they know how to use it well… Develop relationships and reply when people talk to you… We want to do a lot more projects where we build platforms around our journalism…We really want to start focusing on Facebook more…Facebook is this huge community that journalists haven’t really figured out how to interact with it in the best way yet.” 12
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