New Media Strategies for News Organizations

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Training on New Media Strategies for News Organizations in Indonesia.

How should traditional media in the 3rd most populous nation prepare for a reader population that ranks as one of the largest user bases for Twitter and Facebook globally?

Will social be the real gatekeeper?

Conducted at Wee Kim Wee School of Communication and Information Nanyang Technological University, Singapore, 2012


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  • Consume
  • Consume
  • hen another potential customer is searching for the posted experiences of others. That’s why we’re influential. Individually and collectively we influence the decisions of others simply by sharing our experience
  • Catch = AwarenessConnect = Familiarity + AcceptanceClose = TrialContinue = BUMO + Loyalty
  • What it is not: a one-off static content calendar. It has to be nurtured and developed continuously, and there is no one-size-fits-all approach.
  • Community Management24/7 and always-on: not for the faint of heart
  • New Media Strategies for News Organizations

    1. 1. Social Media for your: Reader | Producer | CompetitorTraining: New Media Strategies for News OrganizationsVenue: Wee Kim Wee School of Communication and Information Nanyang Technological University, Singapore 1
    2. 2. Social media today is a regression to1800sSource: Thomas Baekdal, April 2009 2
    3. 3. Psst! Did you hear about…The only time you can give and receive info is tobe at the right place at the right time. 3
    4. 4. Read all about it!The first medium that unifies the broadcast ofnews. 4
    5. 5. We will be back after these messagesNow the audience can all consume news at thesame time. 5
    6. 6. Tune in, same time, same channelTV is the new king of mass mediums. 6
    7. 7. Shrilling and shrieking birth of WWWThe realization that the Internet is the medium ofthe give and take. 7
    8. 8. My grandma has a blog, tooThe hurdles to one’s own internet presence hascollapsed. 8
    9. 9. Poke, Like, CommentThe participatory medium has entered the scene.TV and newspapers are no longer primary. 9
    10. 10. We are smarter than meThe new king of information is everyone. 10
    11. 11. Everyone is at the scene of the newsSource: Wulffmorgenthaler.com 11
    12. 12. Personification of newsMass media gives in to mash media 12
    13. 13. Who’s the gatekeeper now?A. EditorB. Search engineC. Reader 13
    14. 14. Who’s the gatekeeper now?A. EditorB. Search engineC. Reader 14
    15. 15. The answer lies in your traffic sources Advertising SocialAre you buying/bartering ads in other media to You are doing the right thing. Next question: drive visitors to your site? If ads is a large What is the time on site ROI you are deriving source, you are losing relevancy. from this source of traffic? Search DirectYou are an authority because others rank you Versus your competitors, are you holding a highly. But what are your niche topics of large share of target audience? If so, influence? Should you be concentrating on congratulations, you are still the gatekeeper… them? for now. 15
    16. 16. Traditional media no longer has a monopoly on wisdomThen: Editor Then: Site visitorsNow: Contentaggregators, social Now: Socialnewsfeed, search friends of siteengine results visitors, search engine users Newsmaker Then: Journalist Now: Bloggers, friends on socialSource: Mark Anderson networks, wikipedia editors, quora 16
    17. 17. The answer lies in your traffic sourcesSource: Survey conducted amongst Indonesian editors, edvarcl.com 17
    18. 18. We link to articles. Not newspapersLike entertainment content, articles are beingcommoditized. 18
    19. 19. News snacking cycleUse to describe three sequential, repeating phasesLink to articleA new door way to your site isopened on a social network 1 Snacking 2 The single article is consumed and the user hops back to the social stream for the next link 3MutualisationThe user re-selects anotherarticle based on what theirfriends are reading 19
    20. 20. Editorial for attraction/retentionWe need both passing traffic for ad monetization andloyalist for subscription revenue Eye candy Articles designed for sharing. Populist. No depth. Designed to incite curiosity and/or sensationalize. Example: Man bite dog Truffle candy Articles with immense value and learning for target reader. Insightful. Designed for precise targeting of a niche audience. Example: Why man bite dog Subscription Maximize the traffic. Passing traffic monetized with ads (catch/connect) and loyalists are monetized with subscriptions (close/continue) 20
    21. 21. What is your new role?In a participatory media maelstrom, where areyou checking in? 21
    22. 22. Pick your role Source Channel ‣ Source = person = creator Reader ‣ Channel = hashtag = access ‣ Destination = first access = personalized consumption space DestinationSource: Thomas Baekdal, April 2009 22
    23. 23. Pick your role ‣ Source = creator of content. Twitter accounts 23
    24. 24. Pick your role ‣ Channel = aggregation of sources 24
    25. 25. Pick your role ‣ Destination = first point of contact; highly customized front-end for channel surfingSource: Flipboard.com 25
    26. 26. Path to readerSteps of an audience connection funnel Catch Connect Close Continue Do they know me? Are Am I considered superior Have they visited my Have they signed up forthey familiar with me as a in their news page? Have they my newsletter. Am I a source of news? consumption commented on my news source/channel in their consideration options? articles? Have they news app? Are they using shared my article with social Oauths to link to their friends? my site? Are they paid subscribers? 26
    27. 27. Designing Return On Social: Part 1 It is not a question of fan volume ‣ Number of fans ≠ Quality • Excessive focus reduces TA accuracy • Reduces newsfeed reach • Reduces overall community interactionSource: Threadless.com 27
    28. 28. Designing Return On Social: Part 2Social media functions as a barometer of consumer opinion.With properly crafted filters, we can aggregate opinions andengagements for P2P insight on social returns. 28
    29. 29. Content Engagement CurveMeasure your virality to boost your news snacking traffic Populism (Virality score >2) Content has gained the brand great favor with TA. Large increases in Shares, Likes, Comments and fan growth. Content has to be crafted with TA and Crossing the Chasm P2P in mind to generate high The ah-ha moment when content engagement scores resonates with TA. Signs of this include an IPM score of >5 and organic fan growth without media buy Narcissist (Virality score <1) Low quality content that simplyPointless (Virality score echoes the brand USP or self<1) promotes without creative thoughtsLow quality content that has no given to creating alignment with TArelevance to the brand. No P2P The Chasmoriginal content. Heavilycomprises links to other sources Irrelevance Banality Relevance Focused Banality 29
    30. 30. Fluidity in ManagementFlexibility and nimbleness are key success drivers 1. Listening insights 2 2. Content planning 1 3. Communication management 3 4. Relearn 5 5. Remarket 4 30
    31. 31. Social ContentA dynamic and ever-evolving organism capableof virality and influence
    32. 32. The Content Has Many FacesA single key message can be optimized for social application Multi- Multipurpos Dynamic Platform e 32
    33. 33. Visually DynamicCreative content for social extends beyond campaign key visuals Brand Identity Insights driven usageContent re-optimized upon feedback KV adapted in live setting 33
    34. 34. Four Faces of Community Managers Community advocate Brand evangelist Active understanding of what customers are Promote events and products to customers usingsaying Engaging customers by responding to their marketing tactics and conversational discussions.requests and needs or just conversations, both in As a proven, trusted member of the community, private and in public. the individual has a higher degree of trust. Editorially skilled Input gathererEditorial strategist. Understands TA lingo, skilled in Turns the community into a live HH panel andnew media communication and able to create/plan uses surveys, polls, one-on-one exchanges and content that assimilates TA culture and P2P listening insights into powerful product feedback 34 insights. for learnings.
    35. 35. We have moved from informationscarcity to plenty. You ready to facethe flames? 35
    36. 36. Contacts Edvarcl Heng edvarcl@edvarcl.com http://edvar.cl/edvarclfb http://edvar.cl/edvarclinkedin 36

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