Thanks How I got here—how did I get here? Mary Ellen asked and I wanted to visit some friends at CMW expense. What’s changed and what hasn’t since the invite: countless changes, timeless strategies. Cedric Lee Poster child. We’re gonna talk about how the news has changed, what we’re finding now, and a little bit about the new secret weapons of buzz building and listening.
Ho do you feel about…
CMW-Crossroads Messaging Justice May 30, 2008 404 responses from 40+ surveys 7/1/08-6/30/09 20 years 2,500 individuals, from about 1,000 orgs Mostly Midwestern Poster children this year: Chicago Shakespeare theater microsite, Tamms Year Ten grassroots arts and action with media helped to get a new IDOC chief and reform our supermax hi-security prison Curtis the Pencil our avatar scored the first ever interview with Col. Tribune, the Chicago Tribune’s avatar (see it online) Outline for the session: background on the revolution-our take on “Social media the news and us” (get ready) Context-what we tell people to get them ready to play (get set) Play (go!) Debrief –or go drink
CMW Top 10 online sites on your handout—most are social Google, Facebook, YouTube, Yahoo, Live, Wikipedia, craigslits, ebay amazon,, live, myspace=11 World: 7. Blogger, 8. baidu, 9. msn, 10. qq, 11. twitter What is a social network the tagline of facebook connect and share with the people important in your life); used to do this workshop in 2007 and quote a yahoo head who said back then “sharing will be the next chapter on the World Wide Web” which shows why he was head of yahoo. When we play the game we will see—it’s not just communicating, also collaborating and other stuff
Newspapers audience is up more than ever on the Web but their advertising revenue is down, down, down Wes Bleed story-platform changes the message (Clay made this point better this morning) He got laid off
The NEW News report for the Trust The news is increasingly UNlikely to cover you/your issue no matter how good you are This has been validated by others even though it was controversial when we started.
What kinds of news are online?—last year’s version 94 sites /newnews
This year’s version—so far-60 sites
Focus groups: accurate, one conversation, selected
Our own survey-sector response to changes Impact survey is source ; scale was 1 to 4 strongly disagree, disagree, agree, strongly agree Social media: eb’s doing it Print? What print? Online news coverage is working Reporters who used to cover us got laid off Not so much on capacity but not bad Some status quo, some layoffs, a bit of added capacity Questions?
CMW Strategy=goal Getting the boss in the news is not a strategy Three rules Communications is a cost center not a profit center Thank god for the Internet!
Listening is like being in a car knowing that you are safe, also knowing how to handle etiquette—when to speed up and when to slow down. Do I need more gas? dashboarding is so hot – keeping track is huge. But for now we’re just talking about knowing what’s going on real time. It’s not as hard as you think. RSS=reader and feed. Laura Freeman sotry: when I am doing a show about doris duke ? Doris day? Madonna? I go find fan sites and tell them about it. I get intervieweed that way and other sites pick up the interview. Google alerts CMW
Frogloop…. Others—NTEN 3 hours listening. You want to know if someone says something about you… you want to say thank you! Comcast stories , zappos has become famous! CMW
Keyword exercise Adwords google-keyword tool, plus lots of others CMW
Keyword search tools CMW
BK our world expert on this stuff First time we had her come to our conference… suddenly we existed online! It was amazing. Now we’re there but not all the time. Listening is the start… CMW-Springboard Aug. 14, 2008
Social Media, the News, & You
Social Media, the News & You The News Sun Gordon Mayer Association for Women in Communications Madison, Wisc.
Oscar’s Law The only thing worse than being talked about is not being talked about. ( from “The Picture of Dorian Gray” )
Why I love twitter http://www.twellow.com/geo_search?city_id=11875 Name @ Who/What Followers Adam Wilson Uwbci Brain-Computer Interface Laboratory at UW 323,504 Penelope Trunk penelopetrunk author, blogger, entrepreneur 27,573 Matthew Carlson MatthewDCarlson Philosopher, mystic and entrepreneur. Internet Marketing, SEO 12,804 Kathleen Slattery Moschkau KathleenShow Talk radio host and filmmaker (“Side Effects” w/Katherine Heigl). After a decade of schlepping drugs for big pharma, I finally got the ovaries to… 7,889 The Progressive Magazine Theprogressive A voice for peace and social justice since 1909. 7,665 Brazen Careerist BrazenCareerist Keeping members of the Brazen Careerist Community connected through Twitter. If you're not already a member come join us! 7,538
Twitter, another take http://wefollow.com/twitter/madison/followers Name @ Who/What Followers UW Health uwhealth Represents the academic health care entities of the University... 3,928 Nick rumadison Read thoroughly 3,121 NBC15 nbc15_ madison NBC15 in Madison, Wisconsin: Coverage You Can Count On! 2,933 The Capital Times captimes Madison's progressive news source since 1917. 2,516 John Pederson Ijohnpe- derson Specializing in the eUtilization of people networks throughout the midwe... 2,500 WISC TV WISCTV_ News3 Madison's leading source of news and information. 2,181
Imagine your audience <ul><li>Write down 10 phrases or words someone might use to find you or your organization </li></ul><ul><li>Now narrow those 10 phrases to 5 </li></ul><ul><li>Name 3-5 communities of interest or geography with medium to high interest in your services </li></ul>
Exercise! <ul><li>Find you, your org, or your issue at one or more of these sites: </li></ul><ul><ul><li>News.google.com </li></ul></ul><ul><ul><li>addictomatic.com </li></ul></ul><ul><ul><li>Socialmention.com </li></ul></ul>