Emerging Media June 3, 2009 Maria Surma Manka

Emerging media are channels for reaching people Source: Gary Hayes & Laurel Papworth, 2008

Life of a Gen X or Boomer Reads print Mobile phones for voice, not info Aggregate online information Online use is not social Trust experts but rely on peer reviews When they create, they rate & review Heavy email users The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future

Reads print

Mobile phones for voice, not info

Aggregate online information

Online use is not social

Trust experts but rely on peer reviews

When they create, they rate & review

Heavy email users

Life of a Millennial Some magazines, no newspapers No land-line On-demand TV Will pay for digital content Want portable content Trust peers more than experts Live with an audience Want to be heard (user generated) Text messengers, less email The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future

Some magazines, no newspapers

No land-line

On-demand TV

Will pay for digital content

Want portable content

Trust peers more than experts

Live with an audience

Want to be heard (user generated)

Text messengers, less email

Blogs Why? Communicate with multiple audiences: media, employees, students, faculty and interested public Expert positioning News/information resource Highly influential, trusted

Why?

Communicate with multiple audiences: media, employees, students, faculty and interested public

Expert positioning

News/information resource

Highly influential, trusted

Blogging best practices Must have a genuine, authentic voice Need passion, commitment Determine your point of view Blogs should be more than just news Determine your audience Large and broad? Narrow but targeted? What’s your ROI? Expert positioning, public relations News/information source Search engine optimization (SEO) google.com/insights/search freekeywords.wordtracker.com

Must have a genuine, authentic voice

Need passion, commitment

Determine your point of view

Blogs should be more than just news

Determine your audience

Large and broad?

Narrow but targeted?

What’s your ROI?

Expert positioning, public relations

News/information source

Search engine optimization (SEO)

google.com/insights/search

freekeywords.wordtracker.com

Facebook Why? Promote and track your brand Promote and track your cause/issue Push out information like articles, videos, news releases, opinions For organizations, Facebook is often not a conversation unless there is a very strong brand with passionate followers. Stay in front of your audience Facebook’s one-on-one communication is evolving from personal to professional use. It’s a new channel of communication for: Legislators Media

Why?

Promote and track your brand

Promote and track your cause/issue

Push out information like articles, videos, news releases, opinions

For organizations, Facebook is often not a conversation unless there is a very strong brand with passionate followers.

Stay in front of your audience

Facebook’s one-on-one communication is evolving from personal to professional use. It’s a new channel of communication for:

Legislators

Media

YouTube Why? Expert positioning YouTube is second in total searches after Google Engage your audience to make content for you Know your target audience and what motivates them Incentives, promotions It’s shared: 75% of video viewers receive links, more than half send links to friends and watch videos with other people (few people rank or comment on videos) Videos are not only watched on YouTube, but they are shared on Facebook, blogs, Twitter Source: Pew Internet & American Life Project Tracking Survey, 2007

Why?

Expert positioning

YouTube is second in total searches after Google

Engage your audience to make content for you

Know your target audience and what motivates them

Incentives, promotions

It’s shared: 75% of video viewers receive links, more than half send links to friends and watch videos with other people (few people rank or comment on videos)

Videos are not only watched on YouTube, but they are shared on Facebook, blogs, Twitter

YouTube channel

Twitter No, it’s not broadcasting what you had for lunch Why? Expert positioning – sharing articles, opinions Relationship building, bit by bit Promoting and live Tweet from events (like this one!) Connect with media, policymakers, consumers

No, it’s not broadcasting what you had for lunch

Why?

Expert positioning – sharing articles, opinions

Relationship building, bit by bit

Promoting and live Tweet from events (like this one!)

Connect with media, policymakers, consumers

MN political news Social media expert Client Responding to reporter I pitched Energy industry

Putting it all together Finding your target audience on each channel is critical for strategic positioning, influencing and educating. Social media networks are meant to be used together – don’t reinvent the wheel for each one! It’s about repurposing content as much as it is about creating content.

Finding your target audience on each channel is critical for strategic positioning, influencing and educating.

Social media networks are meant to be used together – don’t reinvent the wheel for each one!

It’s about repurposing content as much as it is about creating content.

How do you know it’s working? Subscribes/unsubscribes to e-newsletter, RSS feed, blog, video, podcast, etc. Visitors, return visitors Search metrics Ratings of a post, video, article, etc. Media mentions Is your target audience joining your community? Are others sharing your message? (through blog links, retweets, email, etc.)

Subscribes/unsubscribes to e-newsletter, RSS feed, blog, video, podcast, etc.

Visitors, return visitors

Search metrics

Ratings of a post, video, article, etc.

Media mentions

Is your target audience joining your community?

Are others sharing your message? (through blog links, retweets, email, etc.)

Thank you! Maria Surma Manka 952-851-7244 [email_address] Blog: www.MariaEnergia.com Twitter: @mariaenergia

Maria Surma Manka

952-851-7244

[email_address]

Blog: www.MariaEnergia.com

Twitter: @mariaenergia