Putting Social Media To Work<br />For Fun and Profit!<br />Ian Schafer, Founder & CEO, Deep Focus<br />Heckle me right now...
The challenge for you will be perhaps your greatest ever. As a producer of newspapers, what you must do first is determine...
"The newspapers that prosper in the next century will be the ones that offer the best journalism, that master the subjects...
1995<br />
Social media is changing everything.<br />You’re in the conversation starting business.<br />
The definition of news is evolving.<br />
Portable: 33% of cell phone owners now access news on their cell phones.<br />Personalized: 28% of internet users have cus...
The way newspapers make money must evolve as well.<br />
So how can social media make money?<br />
1 Realtime Intelligence<br />
2 Realtime Conversation<br />
3 Re-think the “ad” and “add” value<br />
0.19%<br />
More sharing =<br />lower effective CPMs<br />
4 Location<br />
750,000<br />400,000,000<br />
Students earn points that unlock subscriptions.<br />
More than 1.5 million local businesses have active Pages on Facebook<br />
Food for thought.<br /><ul><li>Get smarter about how real-time conversations can drive more interactions with your content
Use the amplification of your content to bring conversations back home
Let relevancy guide the creation and promotion of your content
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Putting Social Media To Work For Newspapers

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How to use social media to reinvent the newspaper business.

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  • The problem with social media is that is really distracting from old media. is that it competes for attention with old media. And it is really good at winning.
  • The problem with social media is that is really distracting from old media. is that it competes for attention with old media. And it is really good at winning.
  • And the definition
  • The problem with social media is that is really distracting from old media. is that it competes for attention with old media. And it is really good at winning.
  • News was printed on paper.Newspapers sold 2 things: news and ads around news.
  • News was printed on paper.Newspapers sold 2 things: news and ads around news.
  • News was printed on paper.Newspapers sold 2 things: news and ads around news.
  • News was printed on paper.Newspapers sold 2 things: news and ads around news.
  • News is no longer pure information. It’s an object, just like everything else, shared between people that originates from a source. What happens to your business model when the source is not a necessary part of news reading anymore? The competition becomes everyone.
  • The problem with social media is that is really distracting from old media. is that it competes for attention with old media. And it is really good at winning.
  • Get smarter about your content, and what keeps bringing people back. If you want more activity around your content, you must know understand how content travels and brings people back.
  • Get smarter about your content, and what keeps bringing people back. If you want more activity around your content, you must know understand how content travels and brings people back.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • News is a commodity. Conversation and emotion are not.
  • Advertisers will pay more, yet still be left with a lower effective CPM.
  • Transcript of "Putting Social Media To Work For Newspapers"

    1. 1. Putting Social Media To Work<br />For Fun and Profit!<br />Ian Schafer, Founder & CEO, Deep Focus<br />Heckle me right now: @ischafer<br />
    2. 2. The challenge for you will be perhaps your greatest ever. As a producer of newspapers, what you must do first is determine how you conceive yourself. Are you an organization that supplies newspapers or are you an organization that supplies information? Remington and Underwood saw themselves as being in the typewriter business. IBM saw itself as being in the word-processing business. The rest is history.<br />Interviews on the Shape of our Future, a project of the American Society of Newspaper Editors, Michael Hooker, former president of the University of Massachusetts<br />
    3. 3. "The newspapers that prosper in the next century will be the ones that offer the best journalism, that master the subjects about which they write and acquire the talent and expertise to appraise and explain an infinite variety of events. . . . Newspapers can trust the fermenting computer industry to perfect the technologies that will gradually replace their presses and delivery trucks. It's talent that they will need to survive in the digital age -- gifted editors, reporters, and image artists who can find meaning in the approaching information glut."<br />Max Frankel, New York Times Magazine<br />
    4. 4. 1995<br />
    5. 5. Social media is changing everything.<br />You’re in the conversation starting business.<br />
    6. 6. The definition of news is evolving.<br />
    7. 7. Portable: 33% of cell phone owners now access news on their cell phones.<br />Personalized: 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them.<br />Participatory: 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.<br />Understanding the Participatory News Consumer, Pew Internet & American Life Project, March 1, 2010<br />
    8. 8. The way newspapers make money must evolve as well.<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14. So how can social media make money?<br />
    15. 15. 1 Realtime Intelligence<br />
    16. 16.
    17. 17. 2 Realtime Conversation<br />
    18. 18.
    19. 19.
    20. 20. 3 Re-think the “ad” and “add” value<br />
    21. 21. 0.19%<br />
    22. 22.
    23. 23.
    24. 24. More sharing =<br />lower effective CPMs<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29. 4 Location<br />
    30. 30. 750,000<br />400,000,000<br />
    31. 31. Students earn points that unlock subscriptions.<br />
    32. 32. More than 1.5 million local businesses have active Pages on Facebook<br />
    33. 33. Food for thought.<br /><ul><li>Get smarter about how real-time conversations can drive more interactions with your content
    34. 34. Use the amplification of your content to bring conversations back home
    35. 35. Let relevancy guide the creation and promotion of your content
    36. 36. Ad formats should start conversations, and ad impressions should earn other impressions</li></li></ul><li>Think about it.<br />More, better, engaged visitors mean more opportunities to arm them with relevant content to share, and more reasons for people to come back to you. <br />Social media gives you an opportunity to maximize sharing, maximize relevance, and maximize results for advertisers.<br />
    37. 37. Thanks!<br />ian@deep-focus.net<br />

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