2011, June       U21 European championships                                                        2011, June       Norths...
Richer event experiencesthrough a mix of:- new media- social media- creative use of technologyMedia and journalism:Creatin...
2011, June       U21 European championships                                                        2011, June       Norths...
Some #AaBinsideproject goals:Bring audiences closerto players and clubusing social mediaLaunch sportsreporters on TwitterT...
Introducing flow           Nordjyske channels:Articles            • Web sports pages            • Newspaper
Introducing flowStory as       Nordjyske channels:product +conversation    • Radio morning show                • Radio afte...
St                                                                                       Web                              ...
St                                                                                                                 or     ...
Twitter pitch•   Write up a pitch: Why should anyone follow YOU as a journalist on Twitter?•   What will followers be the ...
Twitter pitch
New tool & concepts                             •   Flow                             •   Promoted hashtags                ...
Twitter torpedo•   Pitch presented in a full page newspaper article•   Guest in morning radio talkshow, discussing benefits...
Twitter torpedo
#SpørgLynge•   @olsson78 (Søren Olsson)•   Twitter-family: @olsson78’s = 20 members•   Reaction strategy: DM to all 20, re...
#AaBguld•   Idea: X team members from the -95 gold team•   Productions strategy: Regular interview + quaint culture tidbit...
#AaBguld
#AaBinsideExample of substantiallayer, pre-game
Early experimentswith basic layer,substantial layer &real time layer
Flow-manager•   Tight hold on production strategy•   Hawkish eye on reaction strategy•   Surveillance, promoted hastags•  ...
Hootsuite + SocialFlow
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Kristian Strøbech, Socialt Indhold, Headstart Morgenseminar 14. juni 2012

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  • Kristian Strøbech, Socialt Indhold, Headstart Morgenseminar 14. juni 2012

    1. 1. 2011, June U21 European championships 2011, June Northside Music Festival 2012, March National Stallion Show& 2012, March Twitter & soccer, #AaBinside 2012, May SPOT Music Festival 2012, May Giro d’Italia in DenmarkRasmus Johnsen, Active Institute, @rjohnsen1 2012, July/Aug London OlympicsKristian Strøbech, Journalisthøjskolen, @kstrobechNils Mulvad, Journalisthøjskolen, @nmulvad 2012, Oct Edvard Munch Exibition, ARoS Byens Bedste i Aarhus& 2012, Oct 2012, Oct European Table Tennis ChampionshipsMedia partners and event owners 2012, Nov Fagfestival 2012 Eventbased innovation #EVENTBASED
    2. 2. Richer event experiencesthrough a mix of:- new media- social media- creative use of technologyMedia and journalism:Creating value in social media channels- rethinking the formula Eventbased innovation #EVENTBASED
    3. 3. 2011, June U21 European championships 2011, June Northside Music Festival 2012, March National Stallion Show& 2012, March Twitter & soccer, #AaBinside 2012, May SPOT Music Festival 2012, May Giro d’Italia in DenmarkRasmus Johnsen, Active Institute, @rjohnsen1 2012, July/Aug London OlympicsKristian Strøbech, Journalisthøjskolen, @kstrobechNils Mulvad, Journalisthøjskolen, @nmulvad 2012, Oct Edvard Munch Exibition, ARoS Byens Bedste i Aarhus/Stiften.dk& 2012, Oct 2012, Oct European Table Tennis ChampionshipsMedia partners and event owners 2012, Nov Fagfestival 2012 Eventbased innovation #EVENTBASED
    4. 4. Some #AaBinsideproject goals:Bring audiences closerto players and clubusing social mediaLaunch sportsreporters on TwitterTesting new editorialroles and methods
    5. 5. Introducing flow Nordjyske channels:Articles • Web sports pages • Newspaper
    6. 6. Introducing flowStory as Nordjyske channels:product +conversation • Radio morning show • Radio afternoon show • Web sports pages • Newspaper • Twitter accounts • (Facebook wall) • (YouTube channel)
    7. 7. St Web or y ve sports pages rs io n 1 Ca ll f Twitter or re ac t io n Te as er Morning radio + ca ll f or Re ac ac t io Twitter t io n n, an th d an pa ks rt , li ici wall Lin nk pa k to tio Facebook to sto n we ry b sto ve N ry r sio ew ,d n eb 2 sto at + ry e FB de ta St ils Web or br y ve ea rs kin io g n 2 Te + as te Twitter sports pages Twitter er as er fo fo rF rn B + ew aft sp St e rn ap e or oo r Newspaper y, n n Daily schedule ew ra di s o + ex ba clu ck N gr siv e pages ew ou nd Web sports sto ry ve- process rather than product rs io n ba Introducing flow Lin se d Twitter k on Story, idea & conversation to ne bu w zz sto Ta ry lk + ra te di as o, er in fo te ra rv Afternoon radio iew fte rn s, oo re po n ra rt di o er ’s wall up + curtain raiser for Twitter tomorrow da Facebook Wrapping up te
    8. 8. St or y ve rs io n 1 Web Ca ll f or Twitter re ac t io n Te as er + ca ll f or Re ac Twitter ac t io t io n Morning radio n, an th d an pa ks rt , li ici Lin nk pa k to tio n to sto we ry b ve Web sto N ry r sio ew ,d n eb 2 sto at + ry e FB de ta Facebook wall St ils or br y ve ea rs kin io g n 2 Te + as te er as er fo fo rF rn B Prime engagement channels + ew Newspaper Twitter aft sp St e rn ap e or oo r y, n n ew ra di s o + ex ba clu ck N gr siv e ew ou nd supporting & driving sto Web ry ve rs Twitter io n ba Introducing flow Lin se k d to on ne bu w zz sto Ta ry lk + ra te di as o, er in fo te ra rv fte Facebook wall iew rn s, oo re po n ra rt di o er ’sPrime revenue channels up + curtain Afternoon radio raiser for tomorrow da Wrapping up te
    9. 9. Twitter pitch• Write up a pitch: Why should anyone follow YOU as a journalist on Twitter?• What will followers be the first to know via Twitter?• What will followers only get on Twitter?• What do followers always get onTwitter?• What can people reach you with on Twitter?• Take care to define your target audience• Tailored content to the target audience• Short (bullets work well)• Accurate (themes work well)
    10. 10. Twitter pitch
    11. 11. New tool & concepts • Flow • Promoted hashtags • Production strategy• (Twitter)picth • Basic layer• (Twitter)torpedo • Substantial layer • (Social Strategist)• The (Twitter) family • Contemporary layer • (Social Analyst• Approachable cool-kids • 1st story-wave • Flow Manager• Must mention list • 2nd story-wave • Reaction strategy • Response flow • Maximum response time
    12. 12. Twitter torpedo• Pitch presented in a full page newspaper article• Guest in morning radio talkshow, discussing benefits/usefulness of Twitter• #victorysex: Backup team prepares tweets and sends out xx stories as @olsson78• Guest in afternoon radio talkshow discussing #victorysex• Local tv news story: “Me at stake”
    13. 13. Twitter torpedo
    14. 14. #SpørgLynge• @olsson78 (Søren Olsson)• Twitter-family: @olsson78’s = 20 members• Reaction strategy: DM to all 20, reply to their suggenstions• Response flow: If Søren fails to answer within 15 minutes, backup kicks in.• Maximum response time: 20 min• 15 - 20 questions
    15. 15. #AaBguld• Idea: X team members from the -95 gold team• Productions strategy: Regular interview + quaint culture tidbits• Basic layer: Meetup and schedule notification tweets• Content layer: Tweeting real time production flow + hints/culture• 1. story wave: Storify tying up culture tidbits and reaction• 2. story wave: The interview itself + URL to story 1, culture tidbitsFlow manager responsible for over all flow plan
    16. 16. #AaBguld
    17. 17. #AaBinsideExample of substantiallayer, pre-game
    18. 18. Early experimentswith basic layer,substantial layer &real time layer
    19. 19. Flow-manager• Tight hold on production strategy• Hawkish eye on reaction strategy• Surveillance, promoted hastags• Surveillance, (approachable) cool kids• Keeping track of scheduled items, publish scheduled items• Distribute and/or follow-up on tasks (mentions and DM’s)• Chief editor of basic and substantial layers• Kill Switch responsibility
    20. 20. Hootsuite + SocialFlow

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