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+                    AANslidesha.re/ULTwiy                     NOV. 17, 2012                     Washington               ...
* 3i: The “I‟s” have it
TARGET AUDIENCE & MISSION:THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS
+    Building THE NEXT AMERICA       STAFF       AUDIENCE        SOCIAL        OUTREACH/PARTNERS       CONTENT    CRE...
Applying Google Lessonsto Obama’s 2008 campaign    1   Learn More    2   Sign Up    3   Sign Up Now    4   Join Us Now
+ “iPhones are for days,   iPads for the nighttime”             Daniel Terdiman, Cnet, February 2012
+ churn & timing                                    3                     65%          hours 1B   Facebook      Posts a   ...
+    Volume      only 30%-40%    of fans see any given FB post    most posts by pages    seen by <10% of fans.            ...
+    Maximizing Social Reach     Best   time for Tweets is 5 p.m.     Improve   CT% with 1 to 4 tweets per hour     CTR...
+   IMPROVED    ENGAGEMENTWHEN A                 album > 180%FACEBOOK         picture > 120%POST              video > 100%...
+ Value         54%          increased engagement          when a Facebook post              bears an image               ...
UPWORTHY           REQUISITE:              each               item              has a             visual
+                                      $151M 2 of 50                                                             post-tsun...
1 in 5Californiansis Hispanic
+    Election Night 2012:      staffing and content?       No poll data       TV monitored       Blogosphere       Acc...
+    Election „12: Tuesday/Wednesday    … Thursday > Friday magazine    POLLS           NEWS    DATA            ANALYS...
+    USA TODAY >example of multiple    pressures facing newsrooms    Facebook                LinkedIn    Twitter   > Sp...
+    2012 Minorities Winning House Seats
+    2012 Minorities Losing House Seats
+ Minority House Winners by Party            Blue = Democrats; Red =            Republicans
Minority House Losers by PartyBlue = Democrats; Red = Republicans; Orange = Independents
House Losers by PartyBlue = Democrats winners; Red = Republican winnersNotes: Excludes House races in which both candidate...
Beyond the story: Packages and Editorial InnovationAAN Workshop | Nov. 17, 2012 | WashingtonJody Brannon, National Journal...
Thank you.Questions?jbrannon@nationaljournal.comorjody@jodybrannon.com
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
Packaging With Purpose
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Packaging With Purpose

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Session by Jody Brannon to the Association of Alternative NewsMedia,
Washington, DC, Nov. 17, 2012

Published in: News & Politics
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Packaging With Purpose

  1. 1. + AANslidesha.re/ULTwiy NOV. 17, 2012 Washington PACKAGING with PURPOSE JODY BRANNON NATIONAL JOURNAL THE NEXT AMERICA
  2. 2. * 3i: The “I‟s” have it
  3. 3. TARGET AUDIENCE & MISSION:THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS
  4. 4. + Building THE NEXT AMERICA  STAFF  AUDIENCE  SOCIAL  OUTREACH/PARTNERS  CONTENT CREATION  STORIES  GRAPHICS  PACKAGING  FREQUENCY  ARCHITECTURE & DESIGN
  5. 5. Applying Google Lessonsto Obama’s 2008 campaign 1 Learn More 2 Sign Up 3 Sign Up Now 4 Join Us Now
  6. 6. + “iPhones are for days, iPads for the nighttime” Daniel Terdiman, Cnet, February 2012
  7. 7. + churn & timing 3 65% hours 1B Facebook Posts a Day HIGHER engagement avg. before lifetime NOON of a FB post 12% HIGHER clickthrough weekends on Facebook ads
  8. 8. + Volume only 30%-40% of fans see any given FB post most posts by pages seen by <10% of fans. Edgerank Checker (top) AllFacebook.com (bottom)
  9. 9. + Maximizing Social Reach  Best time for Tweets is 5 p.m.  Improve CT% with 1 to 4 tweets per hour  CTR is higher on weekends  Best time to Tweet is noon-6 p.m.  Saturday is best day to share on FB  FB‟s spikes are at noon and after 7 pm Science of Social Timing
  10. 10. + IMPROVED ENGAGEMENTWHEN A album > 180%FACEBOOK picture > 120%POST video > 100%INCLUDESVISUALS… EXTEND WITH • PhotosCT% jumps • Quotes • Infographics JeffBullas.com
  11. 11. + Value 54% increased engagement when a Facebook post bears an image Citing Virtue
  12. 12. UPWORTHY REQUISITE: each item has a visual
  13. 13. + $151M 2 of 50 post-tsunami nuke Net worth of out- reactors go online going Rep. Herb to give Japan Kohl, D-Wisc. summer AC2,121 holdsRecord single-title wait list at the 40-mphHennepin County, Minn., library 1.4M haboobsThe alleged sexiness of ‟50 Immigrants eligible AZ drivers warned ofShades of Grey‟: The Atlantic to stay and work driving during after Obama‟s edict monsoon-season Quick Visuals That Give Meaning to Numbers in the News
  14. 14. 1 in 5Californiansis Hispanic
  15. 15. + Election Night 2012: staffing and content?  No poll data  TV monitored  Blogosphere  Access to other sites (feeds, alerts, etc.)  Audience biorhythms  Chief demography reporter writing for mag & on TV  Graphic designer working on mag, not quick at Web graphics
  16. 16. + Election „12: Tuesday/Wednesday … Thursday > Friday magazine POLLS NEWS DATA ANALYSIS MAPS COMMENTARY CHARTS REACTION
  17. 17. + USA TODAY >example of multiple pressures facing newsrooms Facebook LinkedIn Twitter > Sports Vimeo Tumblr (tagged: (promotional) Sports) YouTube >  Pinterest channel or promotional?  Posterous?
  18. 18. + 2012 Minorities Winning House Seats
  19. 19. + 2012 Minorities Losing House Seats
  20. 20. + Minority House Winners by Party Blue = Democrats; Red = Republicans
  21. 21. Minority House Losers by PartyBlue = Democrats; Red = Republicans; Orange = Independents
  22. 22. House Losers by PartyBlue = Democrats winners; Red = Republican winnersNotes: Excludes House races in which both candidates were minoritie Winners are all white/non-Hispanics
  23. 23. Beyond the story: Packages and Editorial InnovationAAN Workshop | Nov. 17, 2012 | WashingtonJody Brannon, National Journal/TheNextAmerica, part of Atlantic MediaOnline News Association > join us! journalists.orgUpworthy: “to make meaningful stories go viral”Browser plug-in for pull-quotes: ShareAsImageMUST-READS: Best of the WeekShot at Fame! Electoral Maps: Results Indicate Deepening Racial Divide Among Voters> on Drudge: OBAMA WINS 39% OF WHITES…Power of SEO & pickup (See Google search)Headline on the Web: Obama Needs 80% of Minority Vote to Win 2012 ... - National Journal >17Klinked to from 3 New York posts by Jonathan Chait, tweeted by Rachel Maddow and linked to byDaily Kos, HBCUConnect, Electionism, TheWall, Scoop.It, MuckRack, and the DemocraticUnderground, among mostly left-leanng other sites. > EMPHASIZING NUMERALS & SYMBOLS Headline in the Magazine: The New Math > 15KPACKAGING EXAMPLESRange of stories around the nation: Metro DiversityState by state: Analysis: How Much States Spend on Their Kids Does MatterMeet the Candidates > Meet the VictorsCongress to be More DiverseElectoral Maps: Results Indicate a Deepening Racial Divide
  24. 24. Thank you.Questions?jbrannon@nationaljournal.comorjody@jodybrannon.com

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