Traditional to New Media
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Jacquie Chakirelis, Senior Digital Consultant, Northeast Ohio Media Group, shares her journey from traditional to new media.
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Traditional to New Media
- 1. Photo by 12th St David - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/59816658@N00 Created with Haiku Deck @CLE_Mom
- 2. The Obligatory About Me Slide • Founded a successful start-up - Family Matters Productions, a nationally-syndicated radio program, podcast, and content platform • Collaborated on the roll out of the national social network MomsLikeMe.com and on WKYC TV-3 • Currently the Senior Digital Marketing Consultant with Advance Digital / Northeast Ohio Media Group with Travel, Entertainment and National teams • Honored with five Society of Professional Journalist awards for work on women’s and children’s health issues and two Addy awards for a non-profit awareness campaigns @CLE_Mom
- 3. Photo by symphony of love - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/85608594@N00 Created with Haiku Deck Every Step Moves You Forward and is an Opportunity to Learn @CLE_Mom
- 6. @CLE_Mom
- 7. @CLE_Mom
- 8. Audience and Content Audience & Content @CLE_Mom
- 9. @CLE_Mom
- 12. @CLE_Mom LESSON LEARNED …Or Take a Leap
- 13. Family Matters Radio Real Friends Talk about The Real World of Parenting @CLE_Mom
- 15. Start-Ups: Talk Radio Networks @CLE_Mom
- 16. Gloria Steinem Family Matters Caroline and Jacquie @CLE_Mom
- 17. @CLE_Mom
- 18. Be Nimble When Challenges Arise @CLE_Mom LESSON LEARNED
- 19. @CLE_Mom
- 20. @CLE_Mom
- 21. @CLE_Mom
- 23. Move On To Grow @CLE_Mom LESSON LEARNED
- 25. Online Communities are The Future @CLE_Mom
- 26. In 2008 Content gave its crown to Audience The Proof is in the Pie charts @CLE_Mom
- 27. “Turn Your Audience into Cash Flow” @CLE_Mom
- 29. A Network is Your Best Advantage LESSON LEARNED
- 30. Today…Advance Digital / Northeast Ohio Media Group Nationwide presence with local scale 8th largest digital news property in the nation Ability to reach 98% of the digital audience in the US through our audience targeting platform
- 31. Advance Publications @CLE_Mom Advance.net, oversees the Internet vision and strategy for affiliates of Advance Publications, Inc., including Condé Nast Digital and Advance Digital
- 32. Vogue editor Anna Wintour and I work for the same company @CLE_Mom
- 33. Leveraging Audience Data Advance Digital has a distinct advantage within the marketplace: the ability to publish and control content. Every story that is published by an Advance Digital property contains a content tag, which collects valuable 1st party data around user interaction, intention, and history. Withthis information, Advance Digital is able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences. Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers) and 3rd party data (obtained through purchase agreements) into a Data Management Platform (DMP). This process allows Advance Digital to further expand these segments into scalable, enriched data that can be personalized and segmented based on needs. @CLE_Mom
- 34. Adults 18+ In Cleveland/Akron DMA 81% have been online in the past 30 days! Source: 2014 Cleveland/Akron Release 2 Scarborough Report. Copyright 2014 Scarborough Research. All rights reserved. Weekly Media Reach
- 35. APPENDIX ComScore Total Unique Visitors Source: comScore MyMetrix
- 36. CUSTOM ATTRIBUTION MODEL 36 Search Engine Optimization • Website Structure • Content Creation • Content Publishing • Active Syndication • Ecommerce • Future Proofing Search Engine Marketing • Branded Keywords • Product Listing Ads • Brand/Broad Term • Co-op Keyword Groups • Keyword Remessaging Audience Building • Intention Modeling • Custom Look-alike • Demo/ Psychographic Diagnostics Audience Targeting • Behavioral Targeting (1st/3rd Party Data • CRM Data Import • Programmatic High Impact Display Competitive Conquesting • Mobile & Brand Targeting Location / Brand Strategy • Regulation Audit • Creative Build • Local Strategy Meetings Re-Messaging • Direct Influence • Platform Agnostic • Dynamic Feed Driven • Social Re-Marketing • Intention Based Creative Strategies (Dishwasher – Refrigeration – Laundry – Cooking) • Dynamic Creative Remessaging Reporting / Optimization • Analytic Engagement + Direct Conversions • Viewability and Interactivity • View-Through Metrics + Click-Through-Rate • Client Dashboards • Non- Liner Attribution Look-alike Audience Development • Intention Based Creative Strategies • CRM and Site Data + 1st and 3rd Party Cookies
- 37. What does the future hold? @CLE_Mom
- 38. Will Social Media Survive? @CLE_Mom
- 39. Audience and Content Audience & Content @CLE_Mom
- 40. Thank you! Please Connect With Me https://about.me/JacquieChakirelis Slide Share Link: http://bit.ly/mediaJourney @CLE_Mom
Editor's Notes
- Raise your hand if you spend time with one of these everyday?
- Ok – now raise your hand if you spend time with one of these platforms everyday One more question – raise your hand if you had your hand up for all three questions
- Ok I would say that our little poll here is consistent with research that over 92% use multiple platforms to get their news everyday – in fact just about half get their news from 4-6 platforms everyday. So what does this mean?
- .For most American consumers, their everyday lives and their digital lives are now wholly intertwined. So much so that in 2013, the Oxford Dictionary officially codified the term digital detox – “a period of time during which a person refrains from using electronic devices such as smartphones or computers…” – by adding it and the definition to its online version (which, ironically, is accessible only via a digital device.) Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through their multiple connected devices. This is driving the media revolution and blurring traditional media definitions
- What remains consistent in this media revolution? Audience and Content and YOU – people that want to deliver content and connect with an audience. Which is how I started my thiry-year journey
- In fact, in this old Army barracks that was transformed into a radio station – Joe – can you tell me where this radio station is? That’s right…. My career in media started in bomb shelter in Sandusky Ohio – I was hired as weekend dj even though I had never been on air – these were the days before automation and my program director needed someone to that had at least some sort of knowledge of a radio board. I was still in college but had an internship at Magic 105 in Cleveland and I guess he thought that was good enough for him – he took a chance and gave me a start I have never been so terrified in my life and I made every mistake possible –while on air! Listeners would call in to inform me that I sucked – which I already knew - so I stopped answering the phones and I would play the longest songs in my playlist just so to avoid going on air
- I was hired as weekend dj even though I had never been on air – these were the days before automation and my program director needed someone to that had at least some sort of knowledge of a radio board . I was still in college but had an internship at Magic 105 in Cleveland and I guess he thought that was good enough for him – I have never been so terrified in my life and I made every mistake possible –while on air! Listeners would call in to inform me that I sucked – which I already knew - so I stopped answering the phones and I would play the longest songs in my playlist just so to avoid going on air I have never been so terrified in my life and I made every mistake possible –while on air! Listeners would call in to inform me that I sucked – which I already knew - so I stopped answering the phones and I would play the longest songs in my playlist just so to avoid going on air
- Each week my program director wanted to know why I had songs like IN A GADA DA VIDA IN MY PLAYLIST – OF COURSE I DIDN’T TELL HIM IT WAS 17 MINUTES LONG – AND I LOVED EVERY MINUTE OF IT! I WENT TO THE BATHROOM, GOT CHIPS AND POP FROM THE VENDING MACHINE- AND OF COURSE SPENT A LOT OF TIME PREPARING FOR MY NEXT AIRCHECK I did get better but quickly realized I did not want to be a radio DJ ever again! In fact, I vowed never to walk into a radio station again and happily spent the next several years working as a PR director for a nonprofit – then along came lesson #2 I did get better but quickly realized I did not want to be a radio DJ ever again! In fact, I vowed never to walk into a radio station again and happily spent the next several years working as a PR director for a nonprofit – then I had an idea and I quickly realized another life lesson
- Or another way put …always be open to taking a leap of faith …In the mid-90’s Talk radio was surging but it was flooded with Rush Limbaugh wanna-be’s, straight talk news, sports coverage and commentary. As a woman and mom, I felt very disconnected from that content and the issues that I felt were important and I wanted to engage in. My best friend Caroline was a producer at CBS at the time and we’d spend hours talking about these issues and wondering why talk radio frankly didn’t have much to say, so I thought why couldn’t we produce our own weekly talk program
- So I made some calls to my friends in radio and asked if a talk radio program focused on other issues beyond politics and sports would be of interest. Just about everyone I talked to thought it was a great idea but not one programmer, general manager or syndicator were willing to give us the air time but one station was willing to sell us an hour. Again, I made a few calls, this time to my marketing friends at local hospitals asking for sponsorship - in a short time, Family Matters Radio was on the air with 100% of our ad inventory sold for the first year.
- With six kids between us and a twenty year friendship on top of established careers – we had a lot to talk about and with national pr contacts and top booking agents we easily placed guests from celebrites like Al Roker and to national authors and experts. We were media entrepreneurs that had 100% control over our programming and marketing and we became appointment listening for women in Northeast Ohio.
- Our little radio program was becoming more than a part time job for two working moms who just wanted more freedom and flexibility – we began negotiations with radio syndicators and found ourselves in a middle of talk radio political tug-of-war and feeling like we needed to take sides with the left or the right.
- And although we agreed with the premise that talk radio was becoming less about community and more about conflict – less about improving ourselves and more about being angry at the world – unfortunately what was happening was more of a political dogfight and that was counter to the mission statement of our show.
- Fortunately, the answer was in our own backyard. How many of you have heard of Envision Radio Networks? It’s CEO was our mentor and friend Danno Walkoff – a boy from Beachwood, Ohio who despite his national success kept his company here in Cleveland. He added Family Matters Radio to his line up of programs – including Paul Shaffer’s popular program- and shortly thereafter FMR was in 20 different cities across the country.
- With success comes new challenges and although our on-air footprint was growing, we were bundled with other programs for inventory sales and soon our share of profit shrank considerably. We needed scale quickly to attract new sponsors and new revenue opportunities. We no longer had control of our on air distribution but we did control our online distribution. I leaned my contacts again and developed a online syndication model with our on air content – the problem was that not one of my radio peers was doing anything like it and didn’t have a clue how it could be done. So I went to the book store for an answer
- I read this awful book in a weekend! And I instructed our radio engineer exactly how we were going to package and distribute our on-air content files. I pitched and signed a deal with our ad agency whose clients included AOL, Procter and Gambel and Electronic Arts games for online sponsorship. Many of you will also need to find other resources – listening to podcasts or reading blogs to gain expertise.
- In the beginning of 2006 our podcast was launched
- And by summer of that year we signed a distribution deal that gave our content new audiences and our business new revenue opportunities.
- Then this happened! Satellite Radio popularity exploded with it’s ability to be distributed in new and rental cars. Podcasting had not made that jump yet, and XM and Sirrus focused on celebrities, broadcast partners and established voices to quickly gain audience interest. It was the right move for them but unfortunately a dead end for Family Matters
- We were faced with a big decision but factors beyond our control were affecting our fate and this was a time that I reflected on an infamous quote that if you don't step forward you will always remain in the same place –so we remained friends but moved on.
- It was 2008, Gannett – one of the largest media companies in the country began launching online communities focused on Moms. For me, it was a perfect collaboration after providing content focused on moms for over thirteen years. I worked out of the Gannett owned WKYC TV3 newsroom. For me, it was a way to be a part of a “start up” again but this time someone else was paying the bills!
- Online communities were all the rage and Gannett was at the forefront of building an online audience that they could leverage for revenue streams with advertisers.
- Momslikeme was a user-generated community – meaning that the content was the almost exclusively provided by the community conversations. And these communities were most likely brought together not because they were friends or social offline but because they shared interest or a lifestage.
- So the next logical step was to leverage these communities for brand sponsorships – the problem is that the brand was more of an intrusion on the community rather than an organically part of the conversations.
- By 2011 Gannett was struggling with the stability of the momslikeme platform as it was under constant attack by spammers. These issues combined with the target audience migrating to new online communities- particularly Facebook By January of 2012 Gannett had shut down virtually every online community that had built over the last four years
- In any transition there are going to be winners and losers. But if you invest in your network during good times not just when you need a job then your network will be there for you.
- It was someone in my network that reached out to me when the Northeast Ohio Media Group was looking for digital leadership – Neomg is part of the larger Advance companies which own eight other media groups which include newspapers, web properties like Cleveland.com and all the Conde Nast properties.
- Vogue is an example of a Conde Nast property
- Which means you could say that my dream of working for Vogue has come true
- On all the digital properties we collect data and it is this data that we leverage for our advertisers – we don’t speak in terms of demographics but how the audience behaves online – this contributes relevancy to an advertisers campaign and real time intent and optmization.
- Advertising has become a lot more complicated – the strategies in this custom attribution model are tactics that I need to have a deep understanding and be able to offer our partners as recommendations. I also need to help my account executives understand and manage all of these digital tactics - believe it was much easier to call in a half page ad, make a radio buy or calculate gross rating points then to be a marketer or advertiser or account executive today.
- So what does the future hold? There are millions of possibilities but will you be ready?
- Every year I read that Facebook will be dead in the next 4 years – will it be replaced?
- No one knows – but what will always hold true is that audience and content will find a way to connect.