*    Expanding the audience for your publication
*
*Limited production of printedmaterial for physicaldistribution     *
*Connecting and engagingpeople in dynamic social onlineinteractions   *
Not    either/or       but    both/and*
*What are your publication’s * Vision * Mission * Goals*Relationship with the strategic plan?    *
*Network of networks * Multiplier effect * Each reader has a network * multiple distribution vehicles “The more connection...
*Facebook * Christian Week 1132 likes * Average 130 friends for each like * 147,160 potential readers * 25,000/month to we...
*Why do you want to go online? *Expand your readership *Engage a younger demographic *Overall branding and visibility *Sha...
*What are the consequences? *staffing *content creation *engagement *maintenance *subscribers       *
*Rethink your publication  *Marketer approach  * Know your audiences    * Age    * Sex    * location*Choose the right vehi...
* Social Media (2011 Ipsos survey)   * 50% of Canadians are on social networks (17 million)   * 35% visit once per week   ...
* Facebook  * 86% of all online Canadians  * Skew to females  * 57/43* Google+  * Skews heavily to men  * 70/30           ...
* Twitter  * 20% of online Canadians  * 60/40 men-women split* LinkedIn   * 14% of online Canadians  * 50/50 men and women...
*Think and write like an “outsider” * International audience * Check stories for jargon * Assume no inside knowledge * Eng...
*Think and write like an “outsider” * Rewrite headlines * Twitter: 140 Characters plus # (hashtags) * Search Engine Optimi...
*New York Magazine* Article Title: “What’s Eating the NYPD?”* Page Title: Why the NYPD Is Turning on Ray Kelly* Meta Descr...
*Newsweek* Article Title: “Citizen Cain”* Page Title: Herman Cain’s Unlikely Republican Rise* Meta Description: Meet the r...
*The New York Times Magazine* Article Title: “When Is a Flip Not a Flop?”* Page Title: The Fate of the Republicans Who  Su...
* Blog/website  * Mobile compatible* Auto post  * Network Publisher    * Twitter    * Facebook    * Google Plus* News aggr...
*Readership  *Google analytics  *Wordpress (JetPack)*Instant comments  *Letters to the Editor  *Opportunity to engage read...
*
*
*Know why*Understand who*Online expands not replaces*Think globally*Constantly evaluate                  *
*
Beyond the Pew
Upcoming SlideShare
Loading in …5
×

Beyond the Pew

2,938 views

Published on

How church-based publications can expand their readership through online publishing

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

  • Be the first to like this

No Downloads
Views
Total views
2,938
On SlideShare
0
From Embeds
0
Number of Embeds
2,112
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Old paradigm: publisher to pew sitter/subscriber to recycle binResponses through Letters to the EditorShelf lifeRedistribution of interesting content
  • Zuckerberg Paradigm: engaging people in dynamic social interactionspublisher to multiple audiences – non-linearSegmented audiencesSegmented messaging
  • Goals for your publicationPart of organization’s communication planInternalExternal
  • Weaving a tapestryBrian Solis: The End of Business as Usual: Network of NetworksEach recipient has a networkmultiple distribution vehiclesMultiplier affect
  • Weaving a tapestryBrian Solis: The End of Business as Usual: Network of Networks
  • Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
  • Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
  • Think like a marketerKnow your audiencesAgeSexlocationChoose the right vehicle for the audience
  • ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
  • ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
  • ContentAutopostingBlog/websiteMobile compatibleAuto postNetwork PublisherTwitterFacebookGoogle PlusNews aggregatorsDiggReddit
  • EvaluateReadershipGoogle analyticsWordpress (JetPack)Instant commentsLetters to the EditorOpportunity to engage readers in discussion
  • Beyond the Pew

    1. 1. * Expanding the audience for your publication
    2. 2. *
    3. 3. *Limited production of printedmaterial for physicaldistribution *
    4. 4. *Connecting and engagingpeople in dynamic social onlineinteractions *
    5. 5. Not either/or but both/and*
    6. 6. *What are your publication’s * Vision * Mission * Goals*Relationship with the strategic plan? *
    7. 7. *Network of networks * Multiplier effect * Each reader has a network * multiple distribution vehicles “The more connections we weave, the more interaction we invite.” Brian Solis *
    8. 8. *Facebook * Christian Week 1132 likes * Average 130 friends for each like * 147,160 potential readers * 25,000/month to website * Paper circulation is less than 50,000 *
    9. 9. *Why do you want to go online? *Expand your readership *Engage a younger demographic *Overall branding and visibility *Share your perspective with broader audience *Increase ad revenue *
    10. 10. *What are the consequences? *staffing *content creation *engagement *maintenance *subscribers *
    11. 11. *Rethink your publication *Marketer approach * Know your audiences * Age * Sex * location*Choose the right vehicle for the audience *
    12. 12. * Social Media (2011 Ipsos survey) * 50% of Canadians are on social networks (17 million) * 35% visit once per week * 18-24: 86% use social media * 35-46: ~65% use social media * 55+ : 45% (and growing) * 37% of online women use social media * 24% of online men use social media *
    13. 13. * Facebook * 86% of all online Canadians * Skew to females * 57/43* Google+ * Skews heavily to men * 70/30 *
    14. 14. * Twitter * 20% of online Canadians * 60/40 men-women split* LinkedIn * 14% of online Canadians * 50/50 men and women* Pinterest * Skews heavily to women * 70/30 *
    15. 15. *Think and write like an “outsider” * International audience * Check stories for jargon * Assume no inside knowledge * Engaging content * Strong stories *
    16. 16. *Think and write like an “outsider” * Rewrite headlines * Twitter: 140 Characters plus # (hashtags) * Search Engine Optimization * SEO *
    17. 17. *New York Magazine* Article Title: “What’s Eating the NYPD?”* Page Title: Why the NYPD Is Turning on Ray Kelly* Meta Description: Ray Kelly has built the best police force in the country. Now it is turning on him. *
    18. 18. *Newsweek* Article Title: “Citizen Cain”* Page Title: Herman Cain’s Unlikely Republican Rise* Meta Description: Meet the rising GOP star who is confounding the pundits and much of black America. *
    19. 19. *The New York Times Magazine* Article Title: “When Is a Flip Not a Flop?”* Page Title: The Fate of the Republicans Who Supported Gay Marriage* Meta Description: The four Republicans who broke with their party on New York’s gay- marriage law were supposedly marked for electoral death. But that’s not exactly how it is working out. *
    20. 20. * Blog/website * Mobile compatible* Auto post * Network Publisher * Twitter * Facebook * Google Plus* News aggregators * Digg * Reddit *
    21. 21. *Readership *Google analytics *Wordpress (JetPack)*Instant comments *Letters to the Editor *Opportunity to engage readers in discussion *
    22. 22. *
    23. 23. *
    24. 24. *Know why*Understand who*Online expands not replaces*Think globally*Constantly evaluate *
    25. 25. *

    ×