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Kim Sheehan - Word of Mouth and Community Building for Alternative Newspapers

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As given at the 30th Annual Association of Alternative Newsweeklies Convention in Portland, OR.

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  • http://portland2007.aan.org/2007/06/14/viralmarketing/
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Kim Sheehan - Word of Mouth and Community Building for Alternative Newspapers

  1. 1. Viral marketing for newspapers Kim Sheehan University of Oregon [email_address]
  2. 2. Viral Marketing? You Al Bo Lu Sam Jo Ty Mo El TJ
  3. 3. Viral Marketing! YOU Cody Tim Jessi Stella Lu Jon PJ Pat
  4. 4. Viral Marketing <ul><li>It isn’t about </li></ul><ul><ul><li>One way messages </li></ul></ul><ul><ul><li>Traditional media </li></ul></ul><ul><ul><li>CONTROL! </li></ul></ul><ul><li>It’s about </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Consultancies </li></ul></ul><ul><ul><li>COMMITMENT! </li></ul></ul>
  5. 5. Benefits of Conversations <ul><li>To You: </li></ul><ul><ul><li>Increased interest and trust in your newspaper </li></ul></ul><ul><ul><li>Enhanced reader loyalty </li></ul></ul><ul><ul><li>Reduced marketing expenses </li></ul></ul><ul><ul><li>Brings in new readers </li></ul></ul><ul><li>To Your Readers </li></ul><ul><ul><li>Empowers readers to express opinions, ideas, creativity </li></ul></ul><ul><ul><li>Provides a community </li></ul></ul><ul><ul><li>Readers are viewed by others as experts </li></ul></ul>
  6. 6. The Six ‘I’s of vIral marketing <ul><li>Itemize </li></ul><ul><li>Identify </li></ul><ul><li>Invite </li></ul><ul><li>Inform </li></ul><ul><li>Incentivize </li></ul><ul><li>re-Inforce </li></ul>
  7. 7. Itemize: Goal Setting <ul><li>Set specific goals for your viral efforts </li></ul><ul><ul><li>Hard copy circulation </li></ul></ul><ul><ul><li>Internet circulation/hits </li></ul></ul><ul><ul><ul><li>Time spent on specific sections </li></ul></ul></ul><ul><ul><ul><li>Click through </li></ul></ul></ul><ul><ul><li>Advertiser measures </li></ul></ul><ul><ul><li>?? </li></ul></ul>
  8. 8. Identify: Find people to ask to join the conversation <ul><li>Letters to the editor </li></ul><ul><li>Polls: online and offline </li></ul><ul><li>Send article to a friend </li></ul><ul><li>Announcements in the newspapers </li></ul><ul><li>Advertiser or other partner lists </li></ul>
  9. 9. Invite: ask readers to be part of the conversation <ul><li>Email </li></ul><ul><li>Announcements in Paper </li></ul><ul><li>Web site links </li></ul>
  10. 10. Inform with Information <ul><li>Give your advocates something to talk about </li></ul><ul><ul><li>Ideas coming up </li></ul></ul><ul><li>Encourage them to share information </li></ul><ul><ul><li>Ask them! </li></ul></ul><ul><ul><li>“Send to friend” links </li></ul></ul>
  11. 11. Inform: Enewsletters <ul><li>Sneak peaks for next issue </li></ul><ul><li>Interviews with writers: how they got that story </li></ul><ul><li>Follow ups to popular stories </li></ul><ul><li>Letters to the Editor with responses </li></ul><ul><li>Send to a friend link </li></ul>
  12. 12. Inform: Podcasts <ul><li>Interviews/selections from musical groups with upcoming concerts </li></ul><ul><li>Interviews with Local Politicians on ‘hot topics’ </li></ul><ul><li>Advertiser podcasts on trends, new products </li></ul><ul><li>Event Organizer interviews/announcements </li></ul><ul><li>Send to a friend link </li></ul>
  13. 13. Inform: Blog Ideas <ul><li>Editor and publisher blogs </li></ul><ul><li>Advertiser co-op blogs </li></ul><ul><li>Writers </li></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Fashion </li></ul></ul>
  14. 14. Inform: CGM <ul><li>Ask readers to create part of the content </li></ul><ul><ul><li>More letters to the editor </li></ul></ul><ul><ul><li>Reviews: restaurants, music, movies books etc a la amazon </li></ul></ul><ul><ul><li>Consumer generated media: videos, music? </li></ul></ul><ul><ul><li>Send to friend links </li></ul></ul>
  15. 15. Inform: Space <ul><li>Provide space for this interaction </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Message boards </li></ul></ul>
  16. 16. Incentivize: Rewards <ul><li>Thank people who participate </li></ul><ul><ul><li>Web registration </li></ul></ul><ul><ul><li>Send to friend tracking </li></ul></ul><ul><li>Monetary rewards </li></ul><ul><ul><li>Random drawings </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Co-op with advertisers </li></ul></ul><ul><ul><li>Random drawing for tickets </li></ul></ul><ul><li>Recognition </li></ul><ul><ul><li>Reader advisory panel </li></ul></ul><ul><ul><li>Reader of the week </li></ul></ul>
  17. 17. Re-Inforce <ul><li>Measure and track results based on initial goals </li></ul><ul><li>Personal emails on a random bass </li></ul><ul><li>Message Board commentary </li></ul><ul><li>Continual Feedback Loop </li></ul>
  18. 18. Long Term Commitment <ul><li>Be part of the community </li></ul><ul><li>Keep involved in the conversations </li></ul><ul><li>Involve others in the process </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Advertisers </li></ul></ul><ul><ul><li>Community Partners </li></ul></ul>
  19. 19. Be Brave! <ul><li>Give up control </li></ul><ul><li>Encourage open conversations </li></ul><ul><li>Be ready for criticism </li></ul><ul><li>React and respond to issues </li></ul><ul><li>Communicate any changes </li></ul>
  20. 20. Keep Me Posted! <ul><li>I’d love to hear what happens. </li></ul><ul><li>Email me: ksheehan @ uoregon .edu </li></ul><ul><li>Or visit: www.underdognetwork.com </li></ul><ul><ul><li>A community for small businesses </li></ul></ul>

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