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USA TODAY: More Than Just News. A Social Media Case Study

USA TODAY: More Than Just News. A Social Media Case Study



YNPNdc 2nd Annual Social Media Summit...

YNPNdc 2nd Annual Social Media Summit
- Brian Dresher (@bdresher), Manger of Social Media & Digital Partnerships, USA TODAY (@USATODAY)
Examples that I would feature:
- Ways in which USA TODAY has become social by opening up conversation on our web site
- Changing the focus of the brand by building up individual journalist brand value
- Use of Twitter by journalists and other staff
- Cross-promoting content on Twitter and USATODAY.com to drive traffic to both platforms
- Approach to Facebook
- Content distribution partnerships with social media news aggregators
- Geo-location and USA TODAY's partnership with Gowalla to distribute travel content
- How we measure results of social media
- How we see the future of journalists leveraging social media tools



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    USA TODAY: More Than Just News. A Social Media Case Study USA TODAY: More Than Just News. A Social Media Case Study Presentation Transcript

    • USA TODAY: More Than Just News. A Social Media Case Study Brian Dresher: USATODAY.com Twitter: @bdresher Blog: social.usatoday.com August 6, 2010
    • Where is the USATODAY.com community? Brands  need  to  adapt  to  the  rules  of  the  playgrounds  in  which  they’re  playing.  
    • Opening the conversation
    • Macro to Micro: Transformation of News Brands Before social networks Journalists Audience Photo courtesy of Photo courtesy of http://www.flickr.com/photos/thivierr/1784499687/ http://www.flickr.com/photos/mararie/3313582639/ After social networks Journalists Audience Photo courtesy of Photo courtesy of http://www.flickr.com/photos/jamescridland http://www.flickr.com/photos/quinnanya /3003245982/ /613445810/
    • Macro to Micro: Breaking News Macro news Photo courtesy of Janis Krums, http://twitter.com/jkrums/status/1121915133 Micro news
    • Managing Twitter • Engagement - @USATODYtravel - More than 80 readers joined the debate on walking barefoot in hotel rooms. What's the verdict? http://bit.ly/bIIzqM #hotel #travel • Story Leads - @barbdelollis - Are you #snowbound/stranded in a #hotel ? If so, I'm interested in hearing abt yr experience for a story. Email me @ bdelollli@usatoday.com • Meet Ups - @CruiseLog - Anyone else going on Carnival's Bloggers Cruise this weekend? I'll be on board (and blogging) starting Saturday and would love to meet up! • Opportunity - @USATMediaLounge - Have you got your tickets to the @Mashable Summer Tour hitting DC, hosted @USATODAY http://bit.ly /amrUTJ • Awareness - @HiltonAnaheim - We are looking forward to donating Blankets/Cribs to @GCHope tomorrow morning! • Customer Service - @USATODAYservice - @LinsayPattan Our apologies for the issue with the paper machine. Contact USA TODAY Customer Service @ 800-USA-0001 for a refund of the $1
    • Monitoring Your Brand
    • Monitoring Trends (Snow + Hotel + Can’t Fly) X Twitter = Source: “Hotel Hotsheet,” by Kitty Bean Yancey, http://blogs.usatoday.com/hotelhotsheet/2009/03/snowbound-in-a.html
    • Steps USA TODAY Took to Sell Internal Staff on Twitter • Started small. One person buying-in leads to another and another. • Shared success stories. • Defined roles for members of our organization. • Created internal education plan. • Prepare monthly report showcasing metrics. These  steps  have  helped  to  turn  doubters  into  believers!  
    • Tips for Brands to Reach Users on Twitter •  Understand value of Twitter etiquette: re-tweets, replies, and thank yous. •  Use sites such as WeFollow to find and follow Twitterers who cover similar topics. •  Follow other internal Twitter feeds, industry experts, major brands, clients, competitors, etc. •  Identify best hashtags to have tweets discovered as well as search for other Twitterers tweeting on same subject. •  Optimize tweets so that they’re easily re-tweetable. All  of  the  above  <ps  lend  themselves  to  increasing  Followers  and  Engagement!  
    • Educate and Inform our Audience about Twitter Tweets  posted  to  the  comments  sec.on.   Source: “Hotel guests: What's the 1st thing you do after check in?” by Barbara DeLollis, http://content.usatoday.com/communities/hotelcheckin/post/2009/05/67083873/1
    • Enhance On-Site Twitter Presence Source: “Gene mutations tied to children’s stuttering,” by Rita Rubin, http://www.usatoday.com/news/health/2010-02-11-stutter11_ST_N.htm
    • Twitter Hashtag Charity Campaign •  Free, full-page color ad in USA TODAY valued at $190,000. •  Over 60,000 tweets. •  Reached over 67M Twitter followers. •  More than 500 organizations were tweeted about. •  Tweeted by dozens of celebrities including Pink, Tony Hawk, Willie Nelson, Eva Longoria, and the founder of Twitter, @Jack.
    • Facebook Features
    • Characteristics of Facebook Fan Pages Engaging • Regularly updated, fun, and user-friendly. Content Unique to FB • Photos or recurring features unique to FB. Interactive Features for Users • Discussion boards or daily questions of the day. • User uploaded photos. Informative • Info about new products (e.g., iPhone app, Kindle). • Promotion of events (e.g., journalist meet-up at ComicCon). Transparent • Public responses to public questions, comments, and complaints.
    • Social Media Partnerships
    • What the Fark? + Photo courtesy of http://bit.ly/aYERG7 Photo courtesy of Brian Dresher Photo courtesy of Charles Apple, http://bit.ly/66KZZT
    • Social Media Blog •  Share our internal case studies. •  Inform our audience on what we’re reading related to social media. •  Announce new products and site features. •  Interact with consumers, advertisers, analysts and anyone who wants to chat! http://social.usatoday.com
    • Location-Based Services Source: Geek and Poke,  http://www.cloudave.com/files/geofatigued.jpg
    • Location and News Brands •  Geo-targeted messages – Receive tips from news brands when checking-in at location. •  Trend spotting – Create mash-ups of location-based data with Google Maps. •  Find sources – Identify users who have checked in near the location of a story in development. •  Meet ups – Organize events for fans of journalist or news brand. •  Badging – Recognize and reward users who engage with brand.
    • Competitive Analysis of Social Media Mainstream media Anyone with a cell phone Mainstream media + Anyone with a cell phone
    • Measuring the Impact of Social Media A variety of metrics are used to evaluate social networking performance: •  Monthly referrals to USATODAY.com as measured by on-site analytics. •  Upstream traffic to USATODAY.com and competitive set as measured by Hitwise. •  Audience demographic and growth as measured by ComScore. •  Changes in number of Fans and Followers. •  M-O-M and Y-O-Y comparisons for all of the above. Social networking also requires an understanding of Return On: •  Engagement •  Interaction •  Awareness •  Influence Quan<ta<ve  and  qualita<ve  measurement  are  equally  important!  
    • The Future of Social Media – Connecting Everywhere
    • Social Networking Impact on Role of Brands •  Publish content to a blog. •  Optimize title tags so that they are SEO-friendly. •  Submit content to social media sites (e.g., Yahoo Buzz, Digg, etc.). •  Upload multi-media to Flickr, YouTube, and iTunes. •  Maintain Facebook Fan Page presence. •  Tweet and monitor Twitter for trends and ideas. Need  to  know  what  tools  exist  and  how  and  when  to  use  them!  
    • Developing your Social Media Plan 1.  What do you hope to achieve by having a social network presence? 2.  Who is your target audience and where do they spend their time? 3.  How will you create buy-in with internal staff that this is a priority? 4.  What metrics will you use to gauge success? 5.  Who are your competitors and what do they do on social networks? 6.  How do your on- and off-site social media activities support each other?
    • Summary •  Social networking is logical extension of onsite community and social media initiatives. •  Social networking allows for increased engagement and exposes personality of the brand and increases traffic. •  Commitment to social networking requires commitment to learn, apply latest tools, and experiment. •  Social media is here to stay. Each day allows us opportunity to tap new audiences. Twi$er:  twi1er.usatoday.com   Facebook:  facebook.com/usatoday   Blog:  social.usatoday.com   YouTube:  youtube.com/usatoday   Fark:  fark.usatoday.com   Gowalla:  gowalla.com/usatoday