Product summit 2011 dando


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  • Researchers at the  University of Pennsylvania   have intensively studied  the New York Times list of most-e-mailed articles, checking it every 15 minutes for more than six months, analyzing the content of thousands of articles and controlling for factors like the placement in the paper or on the Web home page. Perhaps most of all, readers wanted to share articles that inspired awe, an emotion that the researchers investigated after noticing how many science articles made the list. In general, they found, 20 percent of articles that appeared on the Times home page made the list, but the rate rose to 30 percent for science articles, including ones with headlines like “The Promise and Power of RNA.” (I swear, the science staff did nothing to instigate this study, but we definitely don’t mind publicizing the results.)
  • The mobile web has become such a significant part of our everyday lives that 35% of people are firing up apps on their  smartphones  before getting out of bed, according to an Ericsson ConsumerLab study. Furthermore, 18% of consumers use social networking apps before they rise for the day; 10% use them while commuting, 34% use them late in the evening and 20% use them in bed before going to sleep.
  • Product summit 2011 dando

    1. 1.
    2. 2. Kevin Dando, PBS Director of Digital Marketing and Communications on Twitter: @kdando
    3. 3. Promotions for our March to a Million <ul><li>Editorial promotions -- varied, and more often </li></ul><ul><li>Paid media promotions – Facebook ads </li></ul><ul><li>Thanks to those of you who linked to our page. </li></ul>
    4. 4. Things We Learned : <ul><li>  </li></ul><ul><li>Sponsored stories FB ads – we LOVE them. Please look into them. </li></ul><ul><li>A well-time visit to Facebook HQ was helpful. </li></ul>
    5. 5. Promotion via Social <ul><li>Examples : </li></ul><ul><li>Be nimble – the night of death of Bin Laden -- working with Nate at FRONTLINE & Teresa at NewsHour – resulted in four posts on the PBS Facebook page before NPR’s Web site had anything about Bin Laden. </li></ul><ul><li>Local events – geo-targeted posts. Especially good for events. Examples: Independent Lens screenings and Ken Burns events. Our Facebook page serves both local and national audiences. </li></ul><ul><li>In the news – have an angle? Send a deep link – archival content can be really helpful. </li></ul><ul><li>  </li></ul>
    6. 6. What you should be doing: <ul><li>Send links to your current content that you want promoted – but remember to also be opportunistic. If something in the news comes up that you have content that can anchor to that news item -- PLEASE send it to me – and quickly. (Shout out to Religion & Ethics) </li></ul><ul><li>How to get content to me: </li></ul><ul><li>  Fastest and best – email – [email_address] </li></ul><ul><li>If you have something that’s breaking – please text my Google Voice number @ 703.436.2607. (24/7) </li></ul>
    7. 7. Ongoing <ul><li>We’re learning more about social media optimization – and the all important EdgeRank – </li></ul><ul><li>Visit to Facebook – learning about what Facebook is working on, and things to do to make your post more relevant. </li></ul><ul><li>And we’re putting what we’re learning up in a private Facebook group – request to join @ </li></ul><ul><li>http :// </li></ul>
    8. 8. Tips, Tricks and Tactics <ul><li>Average number of posts per day for media brands </li></ul>
    9. 9. What drives use on Facebook? <ul><li>What is “ EdgeRank ” </li></ul><ul><li>Why should my station care about it? </li></ul><ul><li>Increased engagement on the FB page = increased number of people who see your FB page’s items in “top stories” feed </li></ul><ul><li>This is why asking open-ended questions on Facebook is a smart thing to do. </li></ul>
    10. 10. Tips, Tricks and Tactics
    11. 11. Tips, Tricks and Tactics <ul><li>Treat Facebook posts like microwave popcorn </li></ul><ul><li>Monitor, measure, respond </li></ul><ul><li>Interesting finding from University of Pennsylvania study on NY Times most-emailed stories is good background for Facebook posts. </li></ul>
    12. 12. Tips, Tricks and Tactics <ul><li>Always be thinking of the mobile user and the user just about to go to sleep or just waking up. </li></ul>
    13. 13. YouTube Tips, Tricks and Tactics <ul><li>Always “bug” your videos with your ID – up front, so people know the source. This is especially important when your video is embedded away from the site, and away from its description and, possibly, its title.   </li></ul><ul><li>Always, always remember to put your website's URL at the beginning of the description. You want people to know clicking to your site is an option. </li></ul><ul><li>(Confused why more people don't do this.) </li></ul>
    14. 14. Tips, Tricks and Tactics <ul><li>Annotations in YouTube video should help promote airdates. Can also be used to link to other YouTube videos, too. </li></ul>
    15. 15. Tips, Tricks and Tactics <ul><li>Regarding comment moderation on YouTube clips, others may differ, but here are PBS ’s recommendations: </li></ul><ul><li>Turn on comment moderation and review every comment; or </li></ul><ul><li>Turn off the ability to comment. </li></ul>
    16. 16. <ul><li>Do we really need to talk about Facebook ads? </li></ul><ul><li>31 percent of all online display ads are on Facebook </li></ul><ul><li>Targeting is incredibly precise </li></ul><ul><li>Format is well suited-to drive tune-in </li></ul>
    17. 17. Perhaps the most important slide in this presentation <ul><li>If you are doing Facebook ads, you MUST look at “sponsored stories” ads, which are amazingly effective at bringing in new fans, and relatively inexpensive. </li></ul><ul><li>Details at </li></ul>
    18. 18. Suggested ways to follow “the conversation” <ul><li>Take time to look at your Web site ’s stats to see where traffic is coming from – “referrals.” Google Analytics is particularly good at this. </li></ul>
    19. 19. Suggested ways to follow “the conversation” <ul><li>Twitter has many ways to track keywords </li></ul><ul><li> for up-to-the-minute (literally) tracking (also Hootsuite and Tweetdeck) (examples: your station call letters, NPR, PBS) </li></ul>
    20. 20. Tips, Tricks and Tactics <ul><li>Blogs and pages to review: </li></ul><ul><li>Mashable ( </li></ul><ul><li>ReadWriteWeb ( </li></ul><ul><li>Lifehacker ( </li></ul>
    21. 21. Questions? Kevin Dando [email_address]