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1




       Journalism Next:
       Alternative Distribution
                         Mark Briggs, CEO, Serra Media
     ...
2




       Alternative distribution
                         Social media
                         Search engines
      ...
3




       Social media

        “T
         ★          his isn’t just a kind of fad… I’m afraid you’re
                ...
4




       Sharing




Friday, March 26, 2010
5




       The Big 3




Friday, March 26, 2010
6




       Social
          Facebook referrers are the best




Friday, March 26, 2010
7




       Social media
            "We knew we needed
          to join these social
          media communities.
     ...
8




       Social media

              Add a layer of journalism
                 Breaking news         Quality assuranc...
9




       Social media




Friday, March 26, 2010
10




       Social Media
                     Follow the 80 / 20 rule
               	 - Be relevant: And timely
       ...
11




       Social media




Friday, March 26, 2010
12




       Social media

    Social capital
                    “The advantage created by a person’s location in a stru...
13




       Social media

    Get out of your comfort zone
                    Participate in the conversation by placin...
14




       Social media

              Grow your groups
                Generic large-scale networks like
             ...
15




       SEO (search engine optimization)




Friday, March 26, 2010
16




       SEO (search engine optimization)

                         “This boring headline
                         is...
17




       SEO (search engine optimization)
      Headline writing
                 1. Write for robots and readers
   ...
18




       Email newsletters




Friday, March 26, 2010
19




       Group assignment
                 Alternative Distribution Strategy
                         1. What is Your...
20




       Alternative distribution




                         Questions?

                               @markbriggs...
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Digital News and Alternative Distribution

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Slides from the APME Newstrain workshop, March 26-27, 2010

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Transcript of "Digital News and Alternative Distribution"

  1. 1. 1 Journalism Next: Alternative Distribution Mark Briggs, CEO, Serra Media Author of Journalism 2.0 and Journalism Next March 26-27, 2010 Friday, March 26, 2010
  2. 2. 2 Alternative distribution Social media Search engines Social capital “But above all - good writing still prevails. Quality, relevant, in-depth content will not only attract the bots, but will capture new audience as well.” - Monica Wright Search Engine Journal Friday, March 26, 2010
  3. 3. 3 Social media “T ★ his isn’t just a kind of fad… I’m afraid you’re Sharing on ★ Volume on Twitter: not doing your job if you can’t do those things.” Facebook: up 16x in past year up 500% (1.2Peter Horrocks, BBC - billion tweets in in past 6 months Jan.) Friday, March 26, 2010
  4. 4. 4 Sharing Friday, March 26, 2010
  5. 5. 5 The Big 3 Friday, March 26, 2010
  6. 6. 6 Social Facebook referrers are the best Friday, March 26, 2010
  7. 7. 7 Social media "We knew we needed to join these social media communities. But we can't just show up to the party, say 'we're here' and drink everyone's beer." - Daniel Honigman Friday, March 26, 2010
  8. 8. 8 Social media Add a layer of journalism Breaking news Quality assurance Crowdsourcing Distribution Beat development Career development Public interviewing Friday, March 26, 2010
  9. 9. 9 Social media Friday, March 26, 2010
  10. 10. 10 Social Media Follow the 80 / 20 rule - Be relevant: And timely - Informative: Share others’ if needed - Instructive: Tips and advice welcome  - Include a link: More than 140 - Reflect your personality: Judiciously - Build relationships: Ask, answer questions Friday, March 26, 2010
  11. 11. 11 Social media Friday, March 26, 2010
  12. 12. 12 Social media Social capital “The advantage created by a person’s location in a structure of relationships” Becoming the “trusted center” and/or becoming allied to the “trusted center” through digital communication Leveraging networks to build the brand Trust guides - the importance of transparency Friday, March 26, 2010
  13. 13. 13 Social media Get out of your comfort zone Participate in the conversation by placing a comment on a traditional news story and at a blog or website that is not affiliated with a news organization. Compare and contrast the experience. Join or follow the social media channel (Twitter, Facebook, etc.) for a news organization other than your own. Find a niche social network (eg. wiredjournalists.com) to join at http://socialmediaanswers.com/niche-social-networking-sites/ or create your own at Ning or Google Groups. Friday, March 26, 2010
  14. 14. 14 Social media Grow your groups Generic large-scale networks like Facebook, Twitter, LinkedIn, MySpace. Niche social nets like Gather.com or CafeMom.com Build a niche social net on Ning or Google Friday, March 26, 2010
  15. 15. 15 SEO (search engine optimization) Friday, March 26, 2010
  16. 16. 16 SEO (search engine optimization) “This boring headline is written for Google” Friday, March 26, 2010
  17. 17. 17 SEO (search engine optimization) Headline writing 1. Write for robots and readers 2. Keywords, Keywords, Keywords. Think about Journalism 101: who, what, where. 3. Use conversational language that makes the reader want to know more. Be direct, and focus on the unique. 4. Don't be afraid to inject a little attitude. Friday, March 26, 2010
  18. 18. 18 Email newsletters Friday, March 26, 2010
  19. 19. 19 Group assignment Alternative Distribution Strategy 1. What is Your Objective? 2. Who is Your Internal Evangelist? 3. Who on Your Team Will Help? 4. Check Your Tech: Do you have the tools you need? Friday, March 26, 2010
  20. 20. 20 Alternative distribution Questions? @markbriggs contact@journalism20.com Friday, March 26, 2010
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