Ohio Newspapers Association by Jackie Reau
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Ohio Newspapers Association by Jackie Reau

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"New Tools for Building Audience and Revenue" presentation by Jackie Reau, CEO of Game Day Communications for the 2012 Ohio Newspaper Association Convention.

"New Tools for Building Audience and Revenue" presentation by Jackie Reau, CEO of Game Day Communications for the 2012 Ohio Newspaper Association Convention.

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  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
  • Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
  • Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
  • Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
  • Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart

Ohio Newspapers Association by Jackie Reau Ohio Newspapers Association by Jackie Reau Presentation Transcript

  • New Tools for Building Audience & Revenue Jackie Reau, Game Day Communications
  •  
    • Today’s Agenda
    • Know and Engage Your Audience
    • Media Consumption Study
    • Content Audit
    • Editorial Planning
    • Tips on Creating New Audiences & Revenue
    Ohio Newspaper Association 2012 Convention
  • Ohio Newspaper Association 2012 Convention
  • Ohio Newspaper Association 2012 Convention
    • #1: Conduct a Social Media Consumption Study
    • Social Media
    • E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications
    • Frequency of use, frequency in sharing/posting content (shared or original content)
    • Search Engine Usage
    • How do they use search engines, which ones do they use
    • Information on Specific Industry/Company
    • Intent to purchase, motivation to attend, competitive questions
    • Use current and prospective customers to benchmark
    • Demographics
    • Age, Sex, Race, Education, Zip Code/Community of Residence
    • Psychographics
    • Based on your industry, i.e. smart phone ownership, top three hobbies, core values
    Ohio Newspaper Association 2012 Convention
  • Determine Your Social Media Influence and Value Ohio Newspaper Association 2012 Convention
  • Determine Your Social Media Influence and Value Ohio Newspaper Association 2012 Convention
  • Audience Development Cycle Ohio Newspaper Association 2012 Convention
    • #2: Conduct a Content Audit
    • Review the content you created over the last year using a worksheet
    • Analyze Google or website analytics from 2011.
    • How many blog posts did you write/share on your website?
    • Did you write any case studies or white papers on your industry?
    • How many e-mail blasts did you send to current clients and prospects?
    • Did some content from your Facebook get shared or liked? If so, what was the content?
    • Did you get re-tweeted? If so, what was the nature of the content?
    Ohio Newspaper Association 2012 Convention
  • Align Social Media Efforts with your Customer’s Buying Cycle Ohio Newspaper Association 2012 Convention
  • Buying Cycle Components with Social Media Influence Awareness/Engagement: Blog posts, social media updates Research: e-books, webinars, industry reports Comparison: Case studies, product demos, customer testimonials Purchase: Analyst reports, detailed product information *All, while tagging content to drive search engine optimization.* Ohio Newspaper Association 2012 Convention
    • #3: Create an Editorial Schedule for Social Media
    • Record your editorial plans on a Google calendar or spreadsheet
    • Plan for six months to one year based on your research
    • Theme your content based on the buying cycle and your customer’s needs
    • The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure you are reaching all of your personas
    • Tag your content with your SEO keywords on a consistent basis
    • Repurpose content: i.e. use snippets from a white paper on Twitter
    Ohio Newspaper Association 2012 Convention
  • Ideas on building audience & revenue with social media
  • Valuate and sell sponsorship of your social media sites Ohio Newspaper Association 2012 Convention
    • Valuating Your Social Media Platforms
    • Our sponsorship valuation for social media platforms includes the following:
    • # of current impressions (Fans, Followers, Views, Downloads)
    • Influence among your competitive set as determined through analysis
    • Frequency of content updates, photo/video sharing
    • Exclusivity of the sponsorship deal
    • Activation opportunities
    • Add traditional sponsorship opportunities to the mix
    We recommend one exclusive social media partner who is a resource to your fans across all platforms to build trust and consistency. Ohio Newspaper Association 2012 Convention
    • Valuating Your Facebook Fan Page
    • Your Facebook Fans are valued for sponsorship at $1.33 per person
    • Sources for Valuation:
    • One Fan of your Facebook Fan Page is valued at $3.60 per person *
    • A recent study estimates that 37 percent of your fans are interested in deals/discounts offered on your Fan Page **
    • Sample Sponsor Benefit Analysis:
    • The Flying Pig Marathon has 11,650 Facebook Fans and has been averaging monthly growth of 240 fans (2,880 annual growth) or 14,530 fans @ $1.33/person for an exclusive sponsorship value of $19,325.
    • *http://www.adweek.com/news/technology/value-fan-social-media-360-102063
    • **http://www.emarketer.com/Report.aspx?code=emarketer_2000694
    Ohio Newspaper Association 2012 Convention
    • Valuating Your Twitter Profile
    • Your Twitter Followers are valued for sponsorship at $.24 per person
    • Sources for Valuation:
    • One Follower of your Twitter Profile is valued at $.24 per person *
    • *http://kluriganalytics.com/2010/04/15/social-media-roi-value-of-a-twitter-follower/
    • Sample Sponsor Benefit Analysis:
    • The Flying Pig Marathon has 6,300 followers on Twitter and is averaging monthly growth of 200 new followers (2,400) or 8,700 followers @ $.24 for an exclusive sponsorship opportunity valued at $2,523.
    Ohio Newspaper Association 2012 Convention
    • Valuating Your YouTube Channel
    • Your YouTube video views are valued at $2.50/thousand views
    • Sources for Valuation:
    • YouTube videos are valued at $2.50 per thousand views *
    • Sample Sponsor Benefit Analysis:
    • The Flying Pig Marathon has 70,000 views on its YouTube channel and is averaging monthly growth of 2,500 new views (30,000) or 100,000 views @ $2.50/thousand for an exclusive sponsorship opportunity valued at $2,500.
    • *http://www.youtube.com/watch?v=JkV1YgKHfuo
    Ohio Newspaper Association 2012 Convention
  • Create a social media agency within your sales group Ohio Newspaper Association 2012 Convention
  • A recent survey by Forrester Research, the market research company, found that 77% of the mangers of small and medium businesses are concerned about building their social-marketing presence. But nearly all of them say they are so bewildered about what to do and so overwhelmed with the ordinary chores of running their businesses that they want someone to help. Ohio Newspaper Association 2012 Convention
  • Industries most likely to spend money on social media activities and activation. Targets for the social media sales team Ohio Newspaper Association 2012 Convention
  • “ Game-i-fy” your content, make it “Share-Sexy” Ohio Newspaper Association 2012 Convention
  • Create (and use) a video division with a YouTube Channel Ohio Newspaper Association 2012 Convention
  • Ohio Newspaper Association 2012 Convention
  • Stay current with trends and educate your community Ohio Newspaper Association 2012 Convention
  • Smart phone applications based on consumer interest with custom, exclusive content Ohio Newspaper Association 2012 Convention
  • Leverage your event marketing/sponsorship program to build new audiences using social media Ohio Newspaper Association 2012 Convention
  • Contact: Jackie Reau Game Day Communications & GDC Social Media [email_address] (513) 929-4263, office (513) 708-5822, mobile Linkedin: JackieReau Twitter: @gamedayjreau Facebook: Jackie Reau Ohio Newspaper Association 2012 Convention