Local video reaches across the world
We don’t need foreign correspondents
News happens in real time
Flickr: February 27, Saturday am: Chilean
earthquake 8.8, 4:34 am
Via search & reputation, news is both grass-
roots & filtered—almost instantaneously
Implications to think about
• Peers are our experts
• Social media is our ecosystem
• Mobile means access everywhere
EVERYONE USES SOCIAL MEDIA
It’s the drumbeat.
Welcome to the social media ecosystem
200 Million Americans are on Facebook
Roughly 44 million people use Twitter
There are over 2 Billion photos on photo-sharing
You are now connected to everyone on the
planet via search & Facebook
This means: The game Has changed
How do you show up on the Net?
Who are you connected to? What do
you stand for?
Social media has an amplifying power.
Do you know how to use it?
Oakland Local: Case study in community
engagement & social media marketing
Oakland Local Quick View
Community news &
media for Oakland,
Non-profit with social
First year’s budget:
Focuses on issues, not Oaklandlocal.com
Who’s our audience?
People in the heart of Oakland*
Where do they live?
• 49% live in the flatlands
• 23% live in the hills
How old are they?
• 44% under 35
• 28% between 36-45
• 30% over 45
What do they do?
• 43 % Self-employed & small biz
• 27.2% Non-profits
• 18.5% Private sector
• 17.3 % Tech
• 14.8 % Teach or gov. job
(*August 2010 survey)
Social media & OL
Facebook: 4,300 friends; 950 active posters
Twitter: 2,500 + followers, 5-10 retweets daily
Flickr: Active flickr site & tags
Scribd: Over 5,000 downloads
YouTube, Vimeo, etc: Active video channels
Who posts? Team of 5 rotate responsibilities
What does this get us?
Facebook & Twitter as top referrers
Powerful community connections: Facebook the AOL
of today; people hang out
Ability to engage, discuss, interact
Genuine connections with wide, diverse community
Ability to serve and empower
We MEASURE like crazy!
Google search (reach, impact)
On-going analysis & course corrections
Oakland Local Today
1 YEAR OLD
1.2 MM PAGE
42 local partners
Ads, sponsorships, ads for events
Paid trainings: Oakland Local Academy, focused on
social media marketing
BAPP ad network (with Sac Press)
Donor campaign, 2011
It’s harder to build the sales & marketing team than
the training group or the editorial team
As traditional news sites falter, new
Community foundations are NATURAL
Advocacy groups can use your
platform, but you are NOT an advocacy
Focus on issues not neighborhoods
Build a platform for independent voices
to be heard, issues examined
Oakland Local loves to share community
Keep in touch
Follow us on Facebook !
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