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Beyond the Pew

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    Expanding the audience for your publication
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Beyond the Pew

  1. 1. * Expanding the audience for your publication
  2. 2. *
  3. 3. *Limited production of printed material for physical distribution *
  4. 4. *Connecting and engaging people in dynamic social online interactions *
  5. 5. Not either/or but both/and *
  6. 6. *What are your publication’s * Vision * Mission * Goals *Relationship with the strategic plan? *
  7. 7. *Network of networks * Multiplier effect * Each reader has a network * multiple distribution vehicles “The more connections we weave, the more interaction we invite.” Brian Solis *
  8. 8. *Facebook * Christian Week 1132 likes * Average 130 friends for each like * 147,160 potential readers * 25,000/month to website * Paper circulation is less than 50,000 *
  9. 9. *Why do you want to go online? *Expand your readership *Engage a younger demographic *Overall branding and visibility *Share your perspective with broader audience *Increase ad revenue *
  10. 10. *What are the consequences? *staffing *content creation *engagement *maintenance *subscribers *
  11. 11. *Rethink your publication *Marketer approach * Know your audiences * Age * Sex * location *Choose the right vehicle for the audience *
  12. 12. * Social Media (2011 Ipsos survey) * 50% of Canadians are on social networks (17 million) * 35% visit once per week * 18-24: 86% use social media * 35-46: ~65% use social media * 55+ : 45% (and growing) * 37% of online women use social media * 24% of online men use social media *
  13. 13. * Facebook * 86% of all online Canadians * Skew to females * 57/43 * Google+ * Skews heavily to men * 70/30 *
  14. 14. * Twitter * 20% of online Canadians * 60/40 men-women split * LinkedIn * 14% of online Canadians * 50/50 men and women * Pinterest * Skews heavily to women * 70/30 *
  15. 15. *Think and write like an “outsider” * International audience * Check stories for jargon * Assume no inside knowledge * Engaging content * Strong stories *
  16. 16. *Think and write like an “outsider” * Rewrite headlines * Twitter: 140 Characters plus # (hashtags) * Search Engine Optimization * SEO *
  17. 17. *New York Magazine * Article Title: “What’s Eating the NYPD?” * Page Title: Why the NYPD Is Turning on Ray Kelly * Meta Description: Ray Kelly has built the best police force in the country. Now it is turning on him. *
  18. 18. *Newsweek * Article Title: “Citizen Cain” * Page Title: Herman Cain’s Unlikely Republican Rise * Meta Description: Meet the rising GOP star who is confounding the pundits and much of black America. *
  19. 19. *The New York Times Magazine * Article Title: “When Is a Flip Not a Flop?” * Page Title: The Fate of the Republicans Who Supported Gay Marriage * Meta Description: The four Republicans who broke with their party on New York’s gay- marriage law were supposedly marked for electoral death. But that’s not exactly how it is working out. *
  20. 20. * Blog/website * Mobile compatible * Auto post * Network Publisher * Twitter * Facebook * Google Plus * News aggregators * Digg * Reddit *
  21. 21. *Readership *Google analytics *Wordpress (JetPack) *Instant comments *Letters to the Editor *Opportunity to engage readers in discussion *
  22. 22. *
  23. 23. *
  24. 24. *Know why *Understand who *Online expands not replaces *Think globally *Constantly evaluate *
  25. 25. *

Editor's Notes

  • Old paradigm: publisher to pew sitter/subscriber to recycle binResponses through Letters to the EditorShelf lifeRedistribution of interesting content
  • Zuckerberg Paradigm: engaging people in dynamic social interactionspublisher to multiple audiences – non-linearSegmented audiencesSegmented messaging
  • Goals for your publicationPart of organization’s communication planInternalExternal
  • Weaving a tapestryBrian Solis: The End of Business as Usual: Network of NetworksEach recipient has a networkmultiple distribution vehiclesMultiplier affect
  • Weaving a tapestryBrian Solis: The End of Business as Usual: Network of Networks
  • Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
  • Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
  • Think like a marketerKnow your audiencesAgeSexlocationChoose the right vehicle for the audience
  • ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
  • ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
  • ContentAutopostingBlog/websiteMobile compatibleAuto postNetwork PublisherTwitterFacebookGoogle PlusNews aggregatorsDiggReddit
  • EvaluateReadershipGoogle analyticsWordpress (JetPack)Instant commentsLetters to the EditorOpportunity to engage readers in discussion
  • ×