CKP2011 social

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  • *** PRELOAD LINKS: Intro: This is the 3 rd straight fall I’ve taught this session at Kneeland, and I’ve probably taught a version of this for 5 other audiences over the past 4 years. The good news is everything I’ll show you is new for this presentation. The bad news is it’s new, unrehearsed.
  • You may know more than me. Challenge what you hear. Ask questions.
  • I have used your homework to help filter what we’ll talk about, but if we get off course, feel free to let me know. You should take away a sense of what’s happening now and next, as well as some standards that pass the test of time.
  • ** move quickly to next slide **
  • This mirrors what I’ve seen in the 3 years I’ve taught this class. I remember teaching “What is Facebook” in 2009, to News Directors. By last year, most everyone in the room was on Facebook, if not actively working on it for their station (Perhaps they delegated this to others, as most stations had fan pages by 2010.) Now, News Directors, as evidenced by your homework, are activiely involved in Facebook.
  • Google Plus opened to the public, and 9 new changes. They’ve been doing a change a day since they went into Beta 100+ days ago. Facebook responding, with bigger changes promised before the end of the year. This new Timeline, in fact, may be a huge game-changer for brands like ours. Anyone have a new timeline yet? They’re only available for individual accounts – big photo, more showcasing, a total archive of your activity on Facebook. More on this later. Can discuss Frictionless sharing – Washington Post reader. Huffington Post. PRELOAD?!
  • News is social – wow, that’s deep. You’re really smart, Chip. Early news tin-can. Paul Revere. Why did you get into this business – to be the first to tell someone a story. Ten-cent beer night. Or Tornado Warnings.
  • Anyone making money on Facebook? It’s where everyone is. 800MM users, about 250MM Americans. 7 hours a month on Facebook, vs 5-20 minutes a month on your local news site. Another study says we spend ¼ of our online time on social networks. I’m surprised that’s not higher. Is Facebook NEWS? Facebook helps you build loyalists out of seekers. (Andrew?!)
  • Read, then move to next slide.
  • ** Tease for later. Move on. **
  • Write down questions or topics on a markerboard. What do you want to get out of a discussion on Facebook?
  • Timeline LOAD UP FACEBOOK LIVE – who’s to show, besides mine? Changes to your feed – we’ve seen engagement go down on a couple of our pages in the past couple of weeks. But other sites have held the same. The growing importance of the News Feed. Not a new trend, but even more important now. Everything happens in the feed – not so much on your fan page. Fan pages vs subscribers. Very much like Google+ or Twitter followers. Allows one-way interaction without having to become friends. https://www.facebook.com/about/subscribe Example journalist: https://www.facebook.com/rosa?ref=st ** ONE WAY TO GET PAST 5,000 FANS ***
  • From www.facebook.com/journalists and an ONA presentation. HOLD UP FACEBOOK PRESENTATION ON PAPER http://www.scribd.com/doc/57043299/Journalists-and-Facebook Latest changes from Vadim: http://www.niemanlab.org/2011/09/vadim-lavrusik-what-facebooks-latest-updates-mean-for-journalists/
  • Aim for the Timeline – your pages won’t get much traffic. What you’re looking for is engagement in the News Feed. Who are your competitors – other peoples’ family and friends. Your posts have to be more interesting than theirs.
  • Aim for the Timeline – your pages won’t get much traffic. What you’re looking for is engagement in the News Feed. Who are your competitors – other peoples’ family and friends. Your posts have to be more interesting than theirs.
  • Affinity – how closely your connected, how connected your friends and fans are Weight – the engagement factor in the content you post Recency – time-decay is an important factor – newer is better, but it’s not the only factor
  • Affinity – how closely your connected Susan and I are close, and we’re listed as married on Facebook. That counts for something. But for everyone else, affinity between you and me is determined by how close we act on Facebook. When you post something, do I comment on your posts. Do I like your posts? Do I tag you, or do you share my content? Those are all examples of affinity. Lesson: We’ll appear in feeds more often when we get more people to interact with what we’re doing. Or when we set out to interact with others. If you allow people to subscribe to your page
  • Edge Weight -- what kind of posts Images Videos Polls Links What works for you? Look at the large images Facebook shows. We undervalue images in TV. High-res, great photography. Fun.
  • Edge Weight -- what kind of posts Images Videos Polls Links Text What works for you? Look at the large images Facebook shows. We undervalue images in TV. High-res, great photography. Fun. Video – anyone uploading video directly into Facebook? What would be the value there? Vs your site (via link) or via YouTube? Links – anyone linking to outside sites beyond their own? Polls/Questions
  • Time matters, but it’s only part of the story. First, back when we have Most Recent, not everything shows up in here. The ticker on the right side now accounts for a lot of that business, but it’s fleeting. To get in Most Recent, you still have to have a little bit of Affinity built in, and some Weight too. You TV stations with large fan bases will have a head start. New research appears to emphasize recency and currency. TheNextWeb October 2011
  • ** how often should you post for maximum exposure, engagement? ** Time matters, but it’s only part of the story. First, back when we have Most Recent, not everything shows up in here. The ticker on the right side now accounts for a lot of that business, but it’s fleeting. To get in Most Recent, you still have to have a little bit of Affinity built in, and some Weight too. You TV stations with large fan bases will have a head start. My advice: monitor each post quickly . If it draws immediate engagement, let it breathe. If it doesn’t draw immediate engagement, warm up the bullpen and bring on another piece of content. Post early in the morning – quick forecast or an overnight headline, with engagement. Utility. Think about the needs of that morning mobile audience. Also, post during newscasts. From the anchor desk, best. Start the conversation there. IN BREAKING NEWS, speed matters. Kimberly Wyatt homework – specific time reptition, specific target (women, 7a-4pm)
  • Cluster buster IN BREAKING NEWS, speed matters. Use or non-use of keywords. Detroit Tigers without using the word.
  • Refer back to questions on marker board. Did we answer everything? Value of a Facebook “like”. Our research: We’re learning that value in a like is not just in traffic back to our website though that traffic is measurable. There’s a higher impact that a high number of “likes” can equate to a higher number of “loyalists” – people who watch your newscasts more often.
  • What’s New? Not much on the inside. That’s the beauty of it. Would you say it’s growing in influence in the media world? Yes. Hugely. Twitter will be much more ingrained with the iPhone in their newest software release this Friday, which should increase awareness. Twitter is highly mobile. Twitter’s trying to find a revenue model. Some interesting stats: 200M users. (About ¼ as many as Facebook.) About ½ log in every month. 40% just listen. Word association with Twitter: Breaking News, 140 characters,
  • Write down questions or topics on a markerboard.
  • Have you seen this? Earthquake video: http://youtu.be/0UFsJhYBxzY Twitter’s a great barometer for me in terms of seeing how good an organization is with breaking news and so many of its systems. If you own Twitter, chances are you’re good at a lot of other things that are valuable in today’s real-time world. Are you using Tweetdeck or Hootsuite? LISTENING: Chip’s Breaking News e-mail list: http://twitter.com/#!/list/ChipMahaney/breaking-news Are you just posting links, or having real conversations? Brad, you work in Springfield MO. You mentioned in home work that you didn’t have a great local Twitter community? What’s your take on that? Here’s how you can start one. #backchannel. (show on Tweetdeck) Stephen Clark: About 1:13:00 http://bit.ly/nxvPYH ** 0 to about 1500 people in a typical month, over the past year. http://summarizr.labs.eduserv.org.uk/?hashtag=backchannel - PRELOAD THIS Analytics on backchannel Show #earlyrisers, #tampabaytraffic, @RealTimeWWII Put #hashtags on TV – yup! Get rid of those e-mail addresses.
  • Write down questions or topics on a markerboard.
  • Write down questions or topics on a markerboard. My question: why is Google Plus important? It’s Google.
  • FLIP QUICKLY TO QUESTION:
  • Write down questions or topics on a markerboard. Who’s using G+? What do you think? Declining use numbers. My question: why is Google Plus important? It’s Google. The more you engage in Google, the more Google will reward you and your content. SEO, placement, better search. What other benefits? Who wants a tour? Strategies: Long form content, engagement. Photos. Real-time hangouts (KOMU). Spread like Twitter, engage like Facebook.
  • Poynter.org has a bunch of them catalogued there, including ours. Ours makes a distinction between personal and public accounts. Not easy, certainly for those with incumbent followings before the policy was launched. SCRIPPS POLICY: http://www.poynter.org/latest-news/romenesko/137564/e-w-scripps-announces-social-media-policy-to-staff/ Austin Kellerman’s station has a social media policy. In homework. http://socialmediagovernance.com/policies.php
  • Pull down posts? Who to link to, or tag? How far do you let your anchors/reporters go? What about Retweets? Do you have controls on what to retweet from your accounts? In Breaking News? What about the discomfort with endorsing something just because you retweeted it. ** Better question, how many of your station accounts actively retweet in the first place? Probably not many. Are there topics or photos or language that you would share on social media (perhaps because it’s already out there ) but you wouldn’t show on air, or even on your own websites? Where would you draw the line? ( Timothy Donley, Raycom, OBL photos) Opinions, perspective – any different standards in social vs your primary platforms.
  • BACK TO THIS QUESTION FROM EARLIER: Detroit 2020 – tour of Detroit, plus a clean-up Can you monetize them? What’s the value? Kaushik post: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Kaushik post. Introduce terms of vocabulary. Conversation Rate = #comments/replies per post. Amplification Rate = # shares per post. Applause Rate = # Likes per post. Discussion of Economic Value = what you earn vs the time you spent vs the time you could have spent doing something else to earn the same business. Referrals to website, research that shows affinity/loyalty driven by Facebook. THE POWER OF SHARING: Get them to share. AddThis,ShareThis. DRIVE THEM BACK TO NEWS. TV Ratings LostRemote.com 10-11-2011
  • Instagram – Genie Garner Instagram brings me the most pleasure of any social networks. Tumblr – starting to take off. Primary audience –18-34 – skewed toward women teenage girls and young women (highly coveted demographic) Social blogging. Share, repost. Quick posts, focus on photography, video. Up 3x in usage versus a year ago (Nielsen 3Q report) ADD LINKED IN HERE
  • Five tips – I hope you find them timeless. Every year I have to rewrite the entire presentation from scratch, except for this stuff.
  • Facebook analytics Insights. Twitter. Particularly for Twitter, there are a lot of tools. If you Google Twitter analytics, Twitter visualization, you’ll find several good free tools to track your progress. Don’t rely on someone handing you a report. Know where to find the data. Start simple, but start tracking for yourself. Find a measurement, set a goal and work toward that goal. A week or a month is a good timeframe to see results. Kimberly Wyatt, you mentioned you keep track of analytics. Tell what you do. Earned media = people are talking about this.
  • You can delegate social media, but you can ill afford to abdicate your responsibilities. If you’re not trying to keep up, you will fall behind and you won’t be able to effectively lead. ** Mashable.com ** AllFacebook.com ** InsideFacebook.com ** TheNextWeb.com ** ReadWriteWeb.com
  • Genuine, custom, far better than automated, cross-posted. Learn how to craft a post. (If time, demonstrate this.) Know which tool is best for the situation. Write specific for that platform, that audience. Facebook+Journalists 9/28 Tip of the Day: Posts published through automated feeds (RSS, other platforms, etc.) get 2-3x less engagement than posts published manually with an authentic voice as a teaser for the link. People know when you're not listening. They're going to be less likely to contribute their thoughts on something when they think they're talking to a wall. Authenticity matters.
  • Make social media a beat. Cover it hard online. Find opportunities to help your viewers navigate social media. Be the social media guide locally. Be the advocate, the expert. Note, this goes beyond simply “go to our Facebook wall” or “become our fan”. Hot button issue: PRIVACY. Track memes (Facebook will charge $$ for use – untrue.)
  • This is another of those “this means you” discussions, though it applies to your anchors and other prominent people. Your Facebook fans, your Twitter followers have enormous power to help you build your brand. But you have to engage in CONVERSATION. Remember that it’s not just your “fans” or “followers”, but potentially the millions of people who they’re connected to. Be a part of their community. Help share their stories, and they will share yours. Join your community meetups Cincy Social Media once a month Host a training session or offline social event – tweetup. Seek out those who especially well connected. Invite them to come over, to see what you do, build that bridge. Next slide is a recap.
  • Recap.
  • Recognize the variety of jobs in the audience. Some newspaper, some TV/radio, others from digital. Not a traditional audience. THIS WEEK ALONE IN THE SOCIAL FRONT: Google Plus 9 new changes, public release. What we thought were our key strategies for Facebook have been challenged twice in the past month. Still figuring it out.
  • CKP2011 social

    1. 1. News Leadership … Social-Networked World
    2. 2. The only rule <ul><li>This is a conversation. </li></ul>
    3. 3. <ul><li>Timely Trends </li></ul><ul><li>Timeless Leadership </li></ul>Goals for this discussion We are here
    4. 4. Goals for this discussion <ul><li>Awareness </li></ul><ul><li>Adoption </li></ul><ul><li>Strategy </li></ul><ul><li>Results </li></ul>
    5. 5. Goals for this discussion <ul><li>Awareness (2009) </li></ul><ul><li>Adoption (2010) </li></ul><ul><li>Strategy (2011) </li></ul><ul><li>Results </li></ul>
    6. 6. What just happened?!
    7. 7. Big idea <ul><li>News is social. </li></ul>
    8. 8. Big question #1 <ul><li>Why invest in </li></ul><ul><li>Social Media? </li></ul>
    9. 9. Big Question #2 <ul><li>Now that you’ve got </li></ul><ul><li>1,000 </li></ul><ul><li>10,000 </li></ul><ul><li>100,000 </li></ul><ul><li>Fans/Followers </li></ul>
    10. 10. Big question #2 <ul><li>Now that you’ve got </li></ul><ul><li>1,000 </li></ul><ul><li>10,000 </li></ul><ul><li>100,000 </li></ul><ul><li>Fans/Followers </li></ul><ul><li>What are you going to do with them? </li></ul><ul><li>(The need for strategy) </li></ul>
    11. 11. Let’s talk Facebook <ul><li>Your Questions </li></ul>
    12. 12. Let’s talk Facebook <ul><li>What’s New? </li></ul>
    13. 13. Facebook trends Source: Facebook for Journalists
    14. 14. Let’s Talk Facebook <ul><li>Aim for the Timeline </li></ul>
    15. 15. Let’s Talk Facebook <ul><li>Aim for the Timeline </li></ul><ul><li>Who is your biggest competitor on the Timeline? </li></ul>
    16. 16. Let’s talk Facebook <ul><li>What is Edgerank? </li></ul><ul><li>Everything’s an Edge </li></ul><ul><li>Affinity </li></ul><ul><li>Weight </li></ul><ul><li>Recency </li></ul>
    17. 17. Edgerank: Affinity
    18. 18. Edgerank: Weight
    19. 19. Edgerank: Weight <ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Links </li></ul><ul><li>Questions (Polls) </li></ul><ul><li>Text </li></ul>
    20. 20. Edgerank: Recency
    21. 21. Edgerank: Recency How often should you post?
    22. 22. Edgerank: Recency Cluster Buster
    23. 23. Let’s talk Facebook <ul><li>Your Questions </li></ul>
    24. 24. Let’s talk Twitter <ul><li>What’s New? </li></ul>
    25. 25. Let’s talk Twitter <ul><li>Your Questions </li></ul>
    26. 26. Why Twitter? <ul><li>It is REAL-TIME. </li></ul><ul><li>It is BREAKING NEWS. </li></ul><ul><li>It is hand-to-hand engagement. </li></ul><ul><li>It is a terrific listening device. </li></ul><ul><li>Your best Twitter friends are among the best connected in the world. </li></ul><ul><li>You can own the #backchannel. </li></ul>
    27. 27. Let’s talk Twitter <ul><li>Your Questions </li></ul>
    28. 28. Let’s talk Google Plus <ul><li>Your Questions </li></ul>
    29. 29. Let’s talk Google Plus <ul><li>My Question: </li></ul>
    30. 30. Let’s talk Google Plus <ul><li>Why is Google Plus </li></ul><ul><li>Important? </li></ul>
    31. 31. Social Media Leadership <ul><li>Social Media Policies </li></ul>
    32. 32. Social Media Leadership <ul><li>Social Media Ethics </li></ul>
    33. 33. The big question with social media <ul><li>Now that you’ve got </li></ul><ul><li>1,000 </li></ul><ul><li>10,000 </li></ul><ul><li>100,000 </li></ul><ul><li>Fans/Followers </li></ul><ul><li>What are you going to do with them? </li></ul><ul><li>(The need for strategy) </li></ul>
    34. 34. Other opportunities in social media
    35. 35. Social Media Leadership
    36. 36. Social Media Leadership <ul><li>1. Know how to keep score. </li></ul>
    37. 37. Social Media Leadership <ul><li>2. Actively participate. </li></ul>
    38. 38. Social Media Leadership <ul><li>3. Produce to the platform. </li></ul>
    39. 39. Social Media Leadership <ul><li>4. Cover social media Be the resource for your customers </li></ul>
    40. 40. Social Media Leadership <ul><li>5. Connect with your social media community </li></ul>
    41. 41. Social Media Leadership <ul><li>Know how to keep score. </li></ul><ul><li>Actively participate – YOU! </li></ul><ul><li>Produce to the platform. </li></ul><ul><li>Cover social media. </li></ul><ul><li>Connect with your social media community. </li></ul>
    42. 42. Starters <ul><li>TRUE: The only constant is change. </li></ul><ul><li>TRUER: Change comes faster than ever. </li></ul><ul><li>TRUEST: You can’t keep up with everything. </li></ul>
    43. 43. A final thought <ul><li>Here’s the BAD news: </li></ul><ul><li>Nobody has it figured out. </li></ul>
    44. 44. A final thought <ul><li>Here’s the GOOD news: </li></ul><ul><li>Nobody has it figured out. </li></ul>
    45. 45. News Leadership … Social-Networked World

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