Putting Social Media To Work For Newspapers

Putting Social Media To Work
For Fun and Profit!
Ian Schafer, Founder & CEO, Deep Focus
Heckle me right now: @ischafer

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.
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

"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."
Max Frankel, New York Times Magazine

Social media is changing everything.
You’re in the conversation starting business.

The definition of news is evolving.

Portable: 33% of cell phone owners now access news on their cell phones.
Personalized: 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them.
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.
Understanding the Participatory News Consumer, Pew Internet & American Life Project, March 1, 2010

The way newspapers make money must evolve as well.

So how can social media make money?

1 Realtime Intelligence

2 Realtime Conversation

3 Re-think the “ad” and “add” value

More sharing =
lower effective CPMs

4 Location

750,000
400,000,000

Students earn points that unlock subscriptions.

More than 1.5 million local businesses have active Pages on Facebook

Food for thought.
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
Ad formats should start conversations, and ad impressions should earn other impressions

Think about it.
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.
Social media gives you an opportunity to maximize sharing, maximize relevance, and maximize results for advertisers.

Thanks!
ian@deep-focus.net

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Putting Social Media To Work For Newspapers

by Deep Focus on Apr 15, 2010

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Putting Social Media To Work For Newspapers — Presentation Transcript