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Wheres My Audience?


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Examples of how social media is saving traditional media through audience engagement, citizen journalism and user-generated content.

Published in: Business, News & Politics
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Wheres My Audience?

  1. 1. Building brands by creating brand enthusiasts. Where’s My Audience? How Social Media Can Save Traditional Media Social Media Club Louisville August 18, 2008 Jason Falls
  2. 2. The Problem Where’s My Audience? <ul><li>Newspapers </li></ul><ul><ul><li>Daily circulation down 8.5% from 2001 </li></ul></ul><ul><ul><li>Sunday down 11.4% from 2001. </li></ul></ul><ul><ul><li>April-Sept. 2007 daily down 2.5% from 2006. </li></ul></ul><ul><ul><li>Since 1990, over 200 daily newspapers have folded. </li></ul></ul><ul><ul><li>(Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook) </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Time and Newsweek cut circulations at least 500K in 2007 </li></ul></ul><ul><ul><li>Niche magazines grew ( Jet , Economist , The Atlantic ) </li></ul></ul><ul><ul><li>(State of The News Media 2008 – Project for Excellence in Journalism) </li></ul></ul>
  3. 3. The Problem Where’s My Audience? <ul><li>Television </li></ul><ul><ul><li>Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007 </li></ul></ul><ul><ul><li>Dropped 1 million per year for 25 years. </li></ul></ul><ul><ul><li>Morning news was down 4 % in 2007. </li></ul></ul><ul><ul><li>Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research) </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Broadcast audience dropped 2% since 1998 </li></ul></ul><ul><ul><li>93% of U.S. population age 12 and up listens to broadcast radio </li></ul></ul><ul><ul><li>Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening. </li></ul></ul><ul><ul><li>(State of The News Media 2008 – Project for Excellence in Journalism) </li></ul></ul>
  4. 4. It’s Bad, But Why? <ul><ul><li>Fracture of the media landscape into niches </li></ul></ul><ul><ul><li>5,000 marketing messages a day (Yankelovich Partners study, 2005) </li></ul></ul><ul><ul><li>Lack of trust in the media </li></ul></ul><ul><ul><li>Emergence of a better alternative </li></ul></ul>Where’s My Audience?
  5. 5. The Solution <ul><ul><ul><li>Spam filters </li></ul></ul></ul><ul><ul><ul><li>Pop up blockers </li></ul></ul></ul><ul><ul><ul><li>Feed readers get rid of site ads </li></ul></ul></ul><ul><ul><ul><li>Content is on-demand, even video/audio </li></ul></ul></ul><ul><ul><ul><li>Don’t like it, go to another site </li></ul></ul></ul>Where’s My Audience?
  6. 6. Proof <ul><ul><li>More than 75% of adult Americans online regularly </li></ul></ul><ul><ul><li>An estimated 22 million people are engaged in social media Comscore/Forrester Research </li></ul></ul><ul><ul><li>70%+ age 15-34 use some form of social network Fox Interactive Media/Isobar </li></ul></ul><ul><ul><li>57 million Americans read blogs Pew Internet & American Life Project </li></ul></ul><ul><ul><li>News is the top category of web videos viewed (62%) </li></ul></ul><ul><ul><li>81% use it to find info about and 66% to buy products Pew Internet & American Life Project </li></ul></ul><ul><li>Some media members are getting on board </li></ul>Where’s My Audience?
  7. 7. Who Is Doing It Well? <ul><li>Magazines </li></ul>Where’s My Audience?
  8. 8. Who Is Doing It Well? <ul><li>Radio </li></ul>Where’s My Audience?
  9. 9. Who Is Doing It Well? Where’s My Audience? Television
  10. 10. Who Is Doing It Well? Where’s My Audience? Newspapers
  11. 11. What’s The Strategy? <ul><ul><li>LISTEN - 1 st Rule of Social Media </li></ul></ul><ul><ul><li>Determine Your Tools </li></ul></ul><ul><ul><ul><li>Forrester POST Method </li></ul></ul></ul><ul><ul><li>Build Community Around The Tools </li></ul></ul>Where’s My Audience?
  12. 12. 5C’s of Community Building <ul><ul><li>CURIOSITY Make them curious with tools </li></ul></ul><ul><ul><li>CONNECTION Connect them to your mission with a strategic call to action </li></ul></ul><ul><ul><li>CONFIDENCE Give them Confidence in you by empowering them </li></ul></ul><ul><ul><li>CONVERSATION Encourage conversation (which requires both listening and talking) </li></ul></ul><ul><ul><li>COMMUNITY Watch your community grow </li></ul></ul>
  13. 13. Saving The Media <ul><ul><li>Traditional Media Are Struggling To Maintain Relevance </li></ul></ul><ul><ul><li>Audience Is Fractured And Fickle </li></ul></ul><ul><ul><li>By Listening, Developing Purpose-Driven Tools And Ample Rewards, Media Members Are Finding Success </li></ul></ul><ul><ul><li>Respect Your Audience’s Opinions & Intelligence </li></ul></ul><ul><ul><li>Embrace Citizen Journalism/User-Generated Content </li></ul></ul><ul><ul><li>Grow A Community Of Enthusiasts And Contributors For Your Effort </li></ul></ul>Where’s My Audience?
  14. 14. Doe-Anderson <ul><ul><li>Jason Falls </li></ul></ul><ul><ul><li>Director, Social Media </li></ul></ul><ul><ul><li>Blog: </li></ul></ul><ul><ul><li> | @jasonfalls (Twitter) </li></ul></ul>