CJ&N's Steve Schwaid presented this at RTDNA. Some great information on Facebook and digital strategies.

1. Facebook and
Digital Strategies

2. It’s a world of disruptions
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3. More choices, more distractions
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DVR and TIVO

4. Role of social media
Social Media can be the thread to pull
the audience back to you (TV & digital)
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5. What is your newsroom priority?
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Or

6. Frequency of Facebook Use
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Demographics
How often are you on Facebook?
Based on those who have a Facebook account (numbers in parentheses).
►
22%
17%
12%
15%
25%
22%
11%
20%
36%
22%
38%
42%
35%
32%
30%
19%
19%
26%
17%
19%
23%
6%
14%
22%
6%
9%
12%
14%
6%
7%
10%
7%
3%
6%
8%
16%
8%
14%
9%
4%
7%
12%
0% 20% 40% 60% 80% 100%
Non-white (50)
White (354)
45-54 (139)
35-44 (133)
25-34 (132)
Women (234)
Men (170)
Continuously Several times/day Once a day 2-3 times/week Once a week < once/week

7. News Demo Sweet Spot
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Hubspot.com

8. Breaking News
How consumers used the
internet to follow the story

9. Facebook’s newsfeed is NEWS
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Colorado Shootings: Sources Used to Follow the Story
Men Women 18-24 25-34 35-44 45-54 55-64 65+
N = 153 170 32 55 59 63 57 57
National news website 44% 42% 66% 56% 39% 48% 33% 25%
Nat’l TV news 33% 43% 16% 25% 31% 41% 58% 49%
Cable TV news 37% 31% 13% 31% 31% 32% 53% 33%
Local TV news 25% 32% 13% 25% 27% 33% 30% 39%
Local newspaper website 14% 11% 13% 13% 8% 14% 11% 18%
Local TV news website 10% 9% 6% 7% 7% 16% 9% 12%
Facebook 6% 13% 31% 13% 7% 8% 4% 5%
Twitter 5% 3% 13% 9% 0% 2% 2% 2%
Denver-area website 3% 1% 0% 2% 5% 0% 4% 2%
Yahoo.com 3% 3% 3% 2% 5% 5% 2% 2%
Other internet site 4% 2% 3% 2% 5% 2% 4% 4%
► How did you follow the story about the shooting in the Denver-area movie theater after first learning about it?
Based on those who looked for additional information.

10. Boston: Sources Used to Follow the Story
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Total
53%
36% 35%
25% 23%
39%
26% 28%
20%
16%
0%
20%
40%
60%
80%
100%
Nat'l TV news Cable TV news Local TV news Nat'l news
website
Facebook
During the day Later that day/evening
► Page 1 of 2
Based on those who followed the story at each time.

11. Boston: Sources Used to Follow the Story
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Total
10% 7% 6%8%
4% 5% 7%
0%
20%
40%
60%
80%
100%
Local TV news
website
Twitter Local newspaper
website
Newspaper
During the day Later that day/evening
► Page 2 of 2
Based on those who followed the story at each time.

12. Boston: Live Streaming
Key Observations
 More than a third of those surveyed used live online
video streaming to follow the story.
 Amazing consistency across all ages:
► Half of those 25-34 watched live online streaming…
► As did one-third of those 35-44, 44-64, and 65+
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13. Boston: Watched live online video streaming
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Total / Age
35%
33%
25%
36%
49%
44%
37%
65%
67%
75%
65%
51%
56%
63%
0% 20% 40% 60% 80% 100%
65+ (105)
55-64 (103)
45-54 (99)
35-44 (93)
25-34 (111)
18-24 (88)
Total (599)
Yes No
► Did you watch any live online video streaming news coverage about the
explosions at the Boston Marathon?
Based on those who heard about the story.
Numbers in parentheses represent cell sizes.

14. Twitter has value
 Great for breaking news alerts
 Traffic information
 Used most in newsrooms
 Great for social interaction for
reality and edgy TV
 BUT…
► Not a strong base among 25-54
► Information “disappears”
► Gossip and “oddball driven”
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15. Reach
Do you have the scale?

16. Stations need to focus on getting likes
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Facebook's Kay Madati to local
media execs:
“Social engagement hinges on „likes,‟ … and if
you can't get to 200,000 likes on a page, it's
almost not worth it.”
TV Newscheck:
“Cue the incredulity from television who felt
pretty good after crossing the 50,000
threshold.”

17. 3 goals for using Facebook
You want to do 1 of 3 things
with Facebook.
1. Push people to website and monetize
2. Increase TV viewing and TV revenue
3. Monetize your Facebook page
►Consider tools like Social News Desk
for security and daily revenue.
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18. Your Facebook pages are valuable
 CJ&N research: 60% of those on
Facebook are on continuously or
several times a day
 Math tells the story
►WFSB 201,011+ likes
►70% are women = 140,700
►Continuous/heavy usage = 84,420
►Huge reach and frequency
►WFSB ONE demo W25-54 point =
5,110 women
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Facebook users may have higher FB viewing than news viewing

19. Facebook = Station
image, includes
prime, news and alerts
Website = News content
Twitter = Breaking alerts

20. To post or not to post?
 Assess the big picture
 Is it breaking news or a
weather alert?
►If so, are you driving to TV?
 Is it going to be a talker?
 How will you engage users?
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21. Drive television viewing
 Engage viewers by asking questions on FB during the
show – but they have to watch TV to see the answer.
 This post netted more than 3,100 comments about
whether or not to keep one of our morning traditions going.
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22. Your mother told you to share
 Ask for „likes‟
and „shares‟
►60,807 likes
►6,096 shares
►4,073 comments
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23. Engagement drives ratings and web traffic
 Shares - best way to spread
newsfeed/content and interest
in stories
 Strive for users to watch on-air
or go to website
 DRIVE them with the content
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24. Engagement
DOs and DON’Ts

25. Huge content engine
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26. Engage with the writing
“The consumer isn‟t a
moron; she is your wife.”
"On the average, five times
as many people read the
headline as read the body
copy.”
David Ogilvy
Ad Exec
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27. DOs

28. Severe weather – an engaging lifesaver
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29. Breaking news: Facebook a major source
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30. Started with one user – a top July post
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Socialbakers.com

31. How to handle obits
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Socialbakers.com

32. Asking users to take action for a user
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33. Use Facebook to create personality
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34. Capture the emotion
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35. DON’Ts

36. Should user guess the story?
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37. Why post this? Why offend the user?
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38. Think of the user? Testicles? Really?
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39. Oh, and it’s not true
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40. Action Steps

41. Listen, respond, engage
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42. Know when your users are on Facebook
 Check your Facebook Insight data
► Generally top times are;
 6 – 8 a. m. – Out the door, wakeup news
 Noon- 2 p.m. – News and fun (Busiest)
 4 – 6 p.m. - News
 9 p.m. – Second screening, catching up
 Each time has a different user focus
 Weekends are high engagement, do
you have it covered beyond timed
posts (which users dislike)? (Source: Hubspot)
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43. Assign Facebook duties around the clock
 You wouldn‟t put on a newscast
without a producer.
►Service your thousands of “Likes”
 Use Facebook to solicit stories
 Avoid “dead time”
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44. Drive TV ratings from Facebook
 Create story arch and plan
for Facebook to TV.
 It‟s a strategy more than
just a series of random
posts
 We have done this
successfully in two markets.
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45. Be there on major breaking news
 Chances are your audience is on
your digital platform. Are you
providing the information?
 Are you staffing digital properly?
► Severe Weather
“I was down in our apartment‟s basement
laundry room trying to find information on
the websites of the three TV
stations. They did a very poor job and
none of them were live streaming via
their app.”
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46. Contact Info
Steve Schwaid
VP of Digital
Strategies, Sschwaid@C
JNI.com
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941-706-1648 (o)
917-952=1392 (cell)

47. 50
Steve Schwaid
VP of Digital Strategies
Sschwaid@cjni.com