HERE COMES EVERYBODY*
“Everyone Is a Media Outlet”
*Jody Brannon

bit.ly/jb-umd-314
* 3i: The “I’s” have it
Gates Foundation & College Board | Rockefeller Foundation | Kellogg Foundation

education

perspectives

health disparitie...
TARGET AUDIENCE & MISSION:
THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS
“It’s a bit too

WONKY
for us.”
UPWORTHY

REQUISITE:
each
item
has a
visual
+ churn & timing

1B

Facebook
Posts a Day

65%
HIGHER

engagement

before
NOON

3
hours
avg.
lifetime
of a

FB post

12% ...
+

Volume

only 30%-40%
of fans see any given FB post

most posts by pages
seen by <10% of fans.
Edgerank Checker (top)
Al...
+
At the core of content excellence…
Fast
Accurate
Visual
Expert
Join the Online News Association!
+

Maximizing Social Reach
 Best

time for Tweets is 5 p.m.

 Improve

CT% with 1 to 4 tweets per hour

 CTR

is higher...
+ IMPROVED
ENGAGEMENT
WHEN A
FACEBOOK
POST
INCLUDES
VISUALS…
CT% jumps

album > 180%
picture > 120%
video > 100%
EXTEND WI...
MediaBistro: Best Times to Post
+ Value

54%
increased engagement
when a Facebook post
bears an image

Citing Virtue
1 in 5

Californians
is Hispanic
Upworthy wants … a CURATOR!

+ …clever eye for content, visual communication,
and a bold voice for packaging…
+“find great...
Water
vs
Diamonds
vs
SHIRKY…

“MASS
AMATEURIZATION
OF PUBLISHING”
A

C

B

D
+

USA TODAY >example of multiple
pressures facing newsrooms
Facebook

LinkedIn

Twitter

> Sports

Vimeo

Tumblr

(t...
Shirky

new ecosystem of information

<<<beware>>>
Brannon

echochamber of information
Applying Google Lessons
to Obama’s 2008 campaign
1

Learn More

2

Sign Up

3

Sign Up Now

4

Join Us Now
jody@jodybrannon.com
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Here Comes Everybody

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Guest speaking at the University of Maryland about social media and the information ecosystem.

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  • The longer a post lingers in the newsfeed, the more likelihood of being seen. The greater chance to have it linger if it gets likes.
  • The longer a post lingers in the newsfeed, the more likelihood of being seen. The greater chance to have it linger if it gets likes.
  • Here Comes Everybody

    1. 1. HERE COMES EVERYBODY* “Everyone Is a Media Outlet” *Jody Brannon bit.ly/jb-umd-314
    2. 2. * 3i: The “I’s” have it
    3. 3. Gates Foundation & College Board | Rockefeller Foundation | Kellogg Foundation education perspectives health disparities
    4. 4. TARGET AUDIENCE & MISSION: THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS
    5. 5. “It’s a bit too WONKY for us.”
    6. 6. UPWORTHY REQUISITE: each item has a visual
    7. 7. + churn & timing 1B Facebook Posts a Day 65% HIGHER engagement before NOON 3 hours avg. lifetime of a FB post 12% HIGHER clickthrough weekends on Facebook ads
    8. 8. + Volume only 30%-40% of fans see any given FB post most posts by pages seen by <10% of fans. Edgerank Checker (top) AllFacebook.com (bottom)
    9. 9. + At the core of content excellence… Fast Accurate Visual Expert Join the Online News Association!
    10. 10. + Maximizing Social Reach  Best time for Tweets is 5 p.m.  Improve CT% with 1 to 4 tweets per hour  CTR is higher on weekends  Best time to Tweet is noon-6 p.m.  Saturday  FB’s is best day to share on FB spikes are at noon and after 7 pm Science of Social Timing
    11. 11. + IMPROVED ENGAGEMENT WHEN A FACEBOOK POST INCLUDES VISUALS… CT% jumps album > 180% picture > 120% video > 100% EXTEND WITH • Photos • Quotes • Infographics JeffBullas.com
    12. 12. MediaBistro: Best Times to Post
    13. 13. + Value 54% increased engagement when a Facebook post bears an image Citing Virtue
    14. 14. 1 in 5 Californians is Hispanic
    15. 15. Upworthy wants … a CURATOR! + …clever eye for content, visual communication, and a bold voice for packaging… +“find great videos, graphics, and photos online and frame them verbally and visually in a way to make them absolutely irresistible” Has a background in at least one of the following areas: Graphic design / art / visual communication | copywriting / marketing / online marketing / advertising | comedy writing / songwriting | Spoken word / performance / acting / improv | creative management | Activism | Product or tech / website development | Entrepreneurship / leadership | Psychology |Social media | Communications | Scientific process / testing / analytics | Editing + Organized and creative + Self-directed and collaborative + An analytical optimizer and a flexible, out-of-the-box thinker + An aggressive go-getter and pleasant to work with
    16. 16. Water vs Diamonds
    17. 17. vs
    18. 18. SHIRKY… “MASS AMATEURIZATION OF PUBLISHING”
    19. 19. A C B D
    20. 20. + USA TODAY >example of multiple pressures facing newsrooms Facebook LinkedIn Twitter > Sports Vimeo Tumblr (tagged: Sports)  Pinterest  Posterous? (promotional) YouTube > channel or promotional?
    21. 21. Shirky new ecosystem of information <<<beware>>> Brannon echochamber of information
    22. 22. Applying Google Lessons to Obama’s 2008 campaign 1 Learn More 2 Sign Up 3 Sign Up Now 4 Join Us Now
    23. 23. jody@jodybrannon.com

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