Beyond The Ink Smudge To Digital Relevancy : Social Media For Newspapers, the Media, Small Business, Brands
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Always in motion is the future”– Yoda As both digital and legacy (local) news competition continues its battle for audience and advertisers every resource and strategy must be held accountable in order to move the business forward. Social media is no longer a “feel good” tactic. It must produce results. What those results might be and how social media can be used to achieve them is what this session focused on. This presentation, for Inland 2014 Inland Press Mobile and Social Solutions Conference, deconstructs social media in terms of newspaper brand, journalists and advertisers. There are resource worksheets included to help guide you through the process of reconstructing or contstructing your social media plan. Best of luck!
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Beyond The Ink Smudge To Digital Relevancy : Social Media For Newspapers, the Media, Small Business, Brands
- 1. Beyond the Ink Smudge to Digital Relevancy Your Social Guide Toby Bloomberg @tobydiva www.divamarketingblog.com @tobydiva
- 2. Mr Our Game Plan Deconstruct Brand, Journalists & Advertising The Share Construct What’s Up Next Mr. Deed Goes To Washington, Babe Bennett reporter
- 3. “Don't be a sitcom kid be a real kid.” Bill Cosby
- 5. ?? What does social media mean at your newspaper? Daily Telegraph News RoomEditors Publisher Consumer Insights Circulation Advertising IT Product Journalists ???????
- 7. Media Websites4 What is different?
- 8. How Are You Unique?
- 9. Risk Agile
- 12. Quote s
- 14. Legacy Strengths - Beyond the “Channel” Community integration Community involvement
- 15. Confidential Chat - 1884
- 16. Educate Emotional Connection Entertain Now I Care Content https://www.facebook.com/jfcs.atlanta
- 17. Legacy Strengths - Beyond The “Channel” Depth and variety of content Community integration Community involvement Local credibility Entertainment Depth of coverage/reporting
- 18. What does digital relevancy mean to your community? NYT Innovation Report
- 19. New York Times Innovation Report
- 23. When the history of online journalism is written, it will be hard to ignore the biggest mistake made by news organizations and media companies: thinking of the World Wide Web as primarily a one-way broadcasting or publishing medium. Richard Gordon, Medill School of Journalism Northwestern
- 24. What If Social Media Is Not … The Front Page Home Page Then What IS Social Media? Or
- 25. Brand
- 26. Twitter + Facebook Integration
- 27. Leads To …
- 28. Often Forgotten … Easy To Do
- 29. Drives traffic to website video blog
- 30. Northampton Chron @ChronandEcho Morning all, seems all quiet overnight and nothing major on the roads...so far. Headlines to follow Not all tweets have to be breaking news
- 31. Credibility For: Brand + Journalists + Employees Advertisers New Hires Partners
- 32. Journalists
- 33. 3 Aspects of Personal Branding Your values, goals & story Ethics & credibility Your reputation & perceptions
- 34. Content - Both Personal & Brand http://on.fb.me/1out8IE
- 35. wsvn.com FaceHat Tip - Courtesy WSVN Engagement
- 36. Hat Tip - Courtesy WSVN Engagement
- 37. https://www.youtube.com/watch?v=NtM0JA-ZeKg Diva Marketing Post 7 Tips To Rockin’ Facebook Engagement A La Frank Somerville http://bit.ly/1vDkWtN
- 38. Content – Inspired from Passion http://evelinabarry.blogspot.com/2013/07/love-photography.html
- 40. To build digital community through social sharing Construct now I care tweets and posts Create personal brands that align with corporate values Maintain authenticity and journalistic credibility The Point of Posting
- 41. http://smallbiztrends.com/ Hashtags: Yours, Mine & Ours Hash tags can increase engagement almost 100% (2x) for journalists and 50% (1.5x) for news organizations. ~ Twitter
- 42. 1. Tweet your beat 2. Share some personal 3. Include urls, photos, video 4. @ cite your sources 5. Create lists 6. Thank your community for retweets, mentions 7. Behind the scenes 8. Live tweet breaking news 9. Participate in tweet chats 10. More is less .. 120 characters 11. @ each other 12. Talk with your community! Grow Your Twitter Community – Journalists
- 43. Accuracy 1st … never sacrifice for speed e.g. breaking news posts Verification of sources including digital Credit: Quote marks, via @, thanks to @ HT @ (Hat Tip) Only Facts? Can Opinions Be Included? Indicate if your opinion or an ‘editorial post’
- 44. Be careful regarding perceived (digital) bias. Q: Will who you follow impact your reputation? Errors: take responsibility, correct. apologize Inside Out Golden Rule: Do unto others as they would like not as you would want. News organizations that tweet 20% fewer URLs and 100 more @mentions grow followers 17% more than expected. ~ Twitter
- 45. “Your followers don't need you as much as you think. They can easily move on to another individual or change sources if they sense that you aren't who they think you are.” Professor (of media) Dennis Blader, University of New Haven
- 46. Advertising
- 47. Promotion
- 48. through paid & organic to grow social audience Facebook Drives Reach
- 49. Take Aways Know your goals Know your website CPMs Test types of content Test targets Communication among Sales, Social & Marketing Hat Tip to T.J. McLarty, Austin Statesman
- 52. Engage
- 53. Bring valuable and entertaining content to others Define ourselves to others Grow and nurture our relationships Self-fulfillment Tell about causes or brands WHY People Share NYT Research http://nytmarketing.whsites.net/mediakit/pos
- 54. Social Sharing Influencers Motivation to connect with with their networks. You and the brand are 2nd. Trust is the cost of entree Keep it simple and it will get share and won't get muddled
- 55. What’s on the Horizon?
- 56. New Fronts Conde Nast - Digital Video Network
- 57. 80M Users
- 61. The Social Disappearing Act The Social Disappearing Act
- 63. #amaatsocial
- 65. Questions Your Responses What is success for your newspaper? For you? What is your area/your beat of expertise? Who is your audience/s? Who will you follow/friend? What social networks will best drive results? Where will you dedicate your to color outside the line time? How will you actively participate with your community? How often will you post and when? What type of content will you focus on media posts, topic curation, your creation? Getting Started: Journalists
- 68. Your Next Steps How Will You Reconstruct?
- 69. Continue the Conversation Toby Bloomberg @tobydiva Www.divamarketingblog.com