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

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

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

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

Some #AaBinsideproject goals:Bring audiences closerto players and clubusing social mediaLaunch sportsreporters on TwitterTesting new editorialroles and methods

Introducing ﬂow Nordjyske channels:Articles • Web sports pages • Newspaper

Introducing ﬂowStory as Nordjyske channels:product +conversation • Radio morning show • Radio afternoon show • Web sports pages • Newspaper • Twitter accounts • (Facebook wall) • (YouTube channel)

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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

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)

Twitter pitch

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

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”

Twitter torpedo

#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

#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

#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• 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

Hootsuite + SocialFlow

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

by Seismonaut on Jun 15, 2012

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Kristian Strøbech, Socialt Indhold, Headstart Morgenseminar 14. juni 2012 Presentation Transcript