USA TODAY: More Than Just News. A Social Media Case Study

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YNPNdc 2nd Annual Social Media Summit
- Brian Dresher (@bdresher), Manger of Social Media & Digital Partnerships, USA TODAY (@USATODAY)
Examples that I would feature:
- Ways in which USA TODAY has become social by opening up conversation on our web site
- Changing the focus of the brand by building up individual journalist brand value
- Use of Twitter by journalists and other staff
- Cross-promoting content on Twitter and USATODAY.com to drive traffic to both platforms
- Approach to Facebook
- Content distribution partnerships with social media news aggregators
- Geo-location and USA TODAY's partnership with Gowalla to distribute travel content
- How we measure results of social media
- How we see the future of journalists leveraging social media tools

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USA TODAY: More Than Just News. A Social Media Case Study

  1. USA TODAY: More Than Just News. A Social Media Case Study Brian Dresher: USATODAY.com Twitter: @bdresher Blog: social.usatoday.com August 6, 2010
  2. Where is the USATODAY.com community? Brands  need  to  adapt  to  the  rules  of  the  playgrounds  in  which  they’re  playing.  
  3. Opening the conversation
  4. Macro to Micro: Transformation of News Brands Before social networks Journalists Audience Photo courtesy of Photo courtesy of http://www.flickr.com/photos/thivierr/1784499687/ http://www.flickr.com/photos/mararie/3313582639/ After social networks Journalists Audience Photo courtesy of Photo courtesy of http://www.flickr.com/photos/jamescridland http://www.flickr.com/photos/quinnanya /3003245982/ /613445810/
  5. Macro to Micro: Breaking News Macro news Photo courtesy of Janis Krums, http://twitter.com/jkrums/status/1121915133 Micro news
  6. Managing Twitter • Engagement - @USATODYtravel - More than 80 readers joined the debate on walking barefoot in hotel rooms. What's the verdict? http://bit.ly/bIIzqM #hotel #travel • Story Leads - @barbdelollis - Are you #snowbound/stranded in a #hotel ? If so, I'm interested in hearing abt yr experience for a story. Email me @ bdelollli@usatoday.com • Meet Ups - @CruiseLog - Anyone else going on Carnival's Bloggers Cruise this weekend? I'll be on board (and blogging) starting Saturday and would love to meet up! • Opportunity - @USATMediaLounge - Have you got your tickets to the @Mashable Summer Tour hitting DC, hosted @USATODAY http://bit.ly /amrUTJ • Awareness - @HiltonAnaheim - We are looking forward to donating Blankets/Cribs to @GCHope tomorrow morning! • Customer Service - @USATODAYservice - @LinsayPattan Our apologies for the issue with the paper machine. Contact USA TODAY Customer Service @ 800-USA-0001 for a refund of the $1
  7. Monitoring Your Brand
  8. Monitoring Trends (Snow + Hotel + Can’t Fly) X Twitter = Source: “Hotel Hotsheet,” by Kitty Bean Yancey, http://blogs.usatoday.com/hotelhotsheet/2009/03/snowbound-in-a.html
  9. Steps USA TODAY Took to Sell Internal Staff on Twitter • Started small. One person buying-in leads to another and another. • Shared success stories. • Defined roles for members of our organization. • Created internal education plan. • Prepare monthly report showcasing metrics. These  steps  have  helped  to  turn  doubters  into  believers!  
  10. Tips for Brands to Reach Users on Twitter •  Understand value of Twitter etiquette: re-tweets, replies, and thank yous. •  Use sites such as WeFollow to find and follow Twitterers who cover similar topics. •  Follow other internal Twitter feeds, industry experts, major brands, clients, competitors, etc. •  Identify best hashtags to have tweets discovered as well as search for other Twitterers tweeting on same subject. •  Optimize tweets so that they’re easily re-tweetable. All  of  the  above  <ps  lend  themselves  to  increasing  Followers  and  Engagement!  
  11. Educate and Inform our Audience about Twitter Tweets  posted  to  the  comments  sec.on.   Source: “Hotel guests: What's the 1st thing you do after check in?” by Barbara DeLollis, http://content.usatoday.com/communities/hotelcheckin/post/2009/05/67083873/1
  12. Enhance On-Site Twitter Presence Source: “Gene mutations tied to children’s stuttering,” by Rita Rubin, http://www.usatoday.com/news/health/2010-02-11-stutter11_ST_N.htm
  13. Twitter Hashtag Charity Campaign •  Free, full-page color ad in USA TODAY valued at $190,000. •  Over 60,000 tweets. •  Reached over 67M Twitter followers. •  More than 500 organizations were tweeted about. •  Tweeted by dozens of celebrities including Pink, Tony Hawk, Willie Nelson, Eva Longoria, and the founder of Twitter, @Jack.
  14. Facebook Features
  15. Characteristics of Facebook Fan Pages Engaging • Regularly updated, fun, and user-friendly. Content Unique to FB • Photos or recurring features unique to FB. Interactive Features for Users • Discussion boards or daily questions of the day. • User uploaded photos. Informative • Info about new products (e.g., iPhone app, Kindle). • Promotion of events (e.g., journalist meet-up at ComicCon). Transparent • Public responses to public questions, comments, and complaints.
  16. Social Media Partnerships
  17. What the Fark? + Photo courtesy of http://bit.ly/aYERG7 Photo courtesy of Brian Dresher Photo courtesy of Charles Apple, http://bit.ly/66KZZT
  18. Social Media Blog •  Share our internal case studies. •  Inform our audience on what we’re reading related to social media. •  Announce new products and site features. •  Interact with consumers, advertisers, analysts and anyone who wants to chat! http://social.usatoday.com
  19. Location-Based Services Source: Geek and Poke,

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