Constructive v. 2 Oslo edition
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Do you work in media? Are you interested in digital? Do you care about how social media can go beyond the dependence on platforms or algorithms? This talk briefly covered the development of social media from the protests in Tahrir Square of the 'Arab Spring', to Zuckerberg testifying before the US Senate and Congress in April 2018. We then follow with breaking the mould of journalism (you don't need to have studied journalism if you want to work in journalism), what are the right numbers to track (analytics) and why engaging with your audience, rather than focusing on pure aggregate growth is a smarter strategy.
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Constructive v. 2 Oslo edition
- 2. How do you go from this... ...to this
- 3. Evolution of social Breaking the mould Numbers are your friend Engagement matters 💍 The Constructive Train Journey
- 4. CONSTRUC TIVE Ulrik Haagerup Evolution of social Breaking the mould Numbers are your friend Engagement matters 💍
- 5. This is what the AJ news team thought us (the New Media team), did all day:
- 8. This is what the social/digital landscape looked like then
- 9. 2011
- 10. And we started to do things like this
- 11. And this
- 12. 2014
- 13. This is what it looks like now...
- 14. 2018
- 17. (not journalism) (engineering) (computer science) (political sci. /int. relations) (science)
- 19. The view from Norway (x 25)
- 20. Without data, you’re just another person with an opinion - W. Edwards Demming
- 26. A few easy deductions/conclusions ● Social media continues to grow ● Mobile is the way most Norwegians get online/social ● Video is a big deal ● 25-34 year olds are most active on Facebook, followed by 35-44 year olds
- 27. Why does this all matter? Or…
- 29. Does this look like success? Twitter analytics (video beta)
- 30. 😰 Twitter analytics (video beta)
- 31. Please don’t do this
- 32. Out Reach Impressions Views Analytics are your friend In Engagement/interaction Active subscribers Watchtime Retention
- 33. Top performers ● Ranked by total interactions (default)
- 34. ● Ranked by interaction rate Top performers
- 36. Be great in 8 1. Numbers are your friend 2. Less is more: the poorest performers overproduce content 3. Be aware of platform dependency 4. Talk to people 5. Text still matters, but, are you overproducing? (If you are a newspaper, no problemo). 6. Build in experimentation 7. You don’t need to be everything to everyone 8. The female audience: FB (& Twitter etc) need to do a better job of tracking this
Editor's Notes
- 11 February 2011 After 3 weeks of working 16 hours a day, 7 days a week No broadcast journalists were let in and AJ wasn’t the famous. We were receiving hundreds of pieces of content a day via a custom portal sharek (to share) Resulting in this being called ‘a social media revolution’ (it wasn’t) i wasn’t clicktivism but it did facilitate
- https://www.shutterstock.com/de/video/clip-17312167-stock-footage-animation-moving-of-landscape-in-cartoon-style-with-train-and-birds-three-versions-on-my-portfolio.html
- http://www.chungkong.nl/no800-darjeeling-limited-minimal-movie-poster/
- http://www.nbcnews.com/id/41334512/ns/world_news-mideast_n_africa/t/egyptian-reform-leader-calls-mubarak-resign/#.WtdJNpPFJQI http://famousbloggers.net/the-erevolution.html https://www.theguardian.com/world/blog/2011/feb/10/egypt-middleeast https://www.pbs.org/wgbh/frontline/article/timeline-whats-happened-since-egypts-revolution/ https://www.aljazeera.com/photo_galleries/africa/2011125192646189116.html
- http://webblar.com/tag/lead-generation/
- http://blog.aisinsurance.com/2017/05/31/marketing-a-small-to-mid-size-business/ (note that this is a marketing website - not even news) Why are people going to these platforms?
- https://www.livemint.com/Consumer/fxhduceMqTFWxPwTwXE3yL/6-takeaways-from-Mark-Zuckerbergs-time-in-the-Senate-spotli.html
- https://www.digitaltrends.com/social-media/mark-zuckerberg-testimony/
- There are a few unifying things.. Curiosity, belief in changing the system, doing something that matters.
- So where do I begin?
- https://www.slideshare.net/wearesocial/digital-in-2018-in-northern-europe-part-2-east-86864195
- Its not all about Fb
- Just because you’re big doesn’t mean you’re best, its about building relationship with your audience
- Numbers are your friend Less is more: best performing accounts are niche/conservative with their posts. They know who their audience is and they know what they’re delivering Conversely, the poorest performers overproduce content (ie, spamming their audience), and generally have the largest inactive audiences Is it time to rethink FB lives generally don’t work. Apply liberally (Cross functional teams - Aine- neva labs) Numbers can only tell your part of that story. Next step is to go to desk people and find patterns - what is it that works for business - dress code, don’t call me bossy, asian market inforgraphics and what works where?
- You don’t need to be everything to everyone. Find out who your audience is and love them hard https://radiokahuna.com/wp-content/uploads/Everclear-Everything-To-Everyone.jpg