How to improve your performance and efficiency in the era of digital. Targeting, promotion, content placement, websites, Facebook, Vkontakte, Youtube, Adwords.

1. TRANSFORMING
DIGITAL STRATEGY
FRANAK VIAČORKA
FVIACORKA@USAGM.GOV
twitter: franakviacorka
marketing and distribution

2. WE SAVE
even if we can spend more

3. TRADITIONAL / PAID
Google Adwords
FB/IG Ads
VK ads stock
Widget placement
Paid partnerships

4. WE EXPERIMENT WITH DISTRIBUTION

5. DIGITAL
MARKETING
Non-paid partnerships
Aggregators
Media Sponsorship
Publicity
Massfollowing
Crossposting
Micro-Influencers
NON-PAID

6. DON’T BOOST FOR FOLLOWERS
BOOST FOR ENGAGEMENT

7. We rely on
NUMBERS

8. RELATIVEABSOLUTE
WEBSITE VISITS
PAGE LIKES
VIDEO/AUDIO PLAYS
POST REACH
ENGAGEMENTS
VISITS+PAGEVIEWS
TIME SPENT/PAGEVIEWS PER
VISIT
INTERACTIONS/1000 FANS
VIDEO VIEW 10sec/30sec
(average) TIME WATCHED

9. We count
CONVERSIONS

10. CONVERSIONS MATTER
REACHED
ENGAGEMENTS
1000 FOLLOWERS
COMPARABLE ACROSS
PLATFORMS
(FB,YT,VK,IG,WEB)
ENGAGED
LOYAL
CONVERSIONS
COST OF CONVERSION, HOW MANY ‘CONTACTS’,
IMPRESSIONS, PAGEVIEWS, CLICKS YOU NEED TO
ACHIEVE USER’S LOYALTY, AND BRAND
RECOGNITION
CONTENT AUDIENCE
BRAND AUDIENCE

11. We don’t compete
AGAINST OURSELVES

12. Segmented — Targeted — Hyper Local

13. We’re in a golden age of
media

14. For the first time, you have everything
you need to create, publish and
amplify content in your hands.
We have data to know what people
want, how to get it to them, on whatever
platform they’re on.

15. For the first time, you have everything
you need to create, publish and
amplify content in your hands.
We have data to know what people
want, how to get it to them, on whatever
platform they’re on.

16. We’re in a golden age of
media
But we’re also in a crisis of relevance.

17. FOLLOW WHAT IS TRENDY
Apps
Chat apps
Chat bots
iPads
Slack integration
Autoplay videos
Vertical video
Facebook Live
Facebook Watch
360/AR/VR
Instagram Stories
Instant Articles
AMP
Smart watches
Facebook’s News Feed
(BUT WE WON’T BE TALKING ABOUT
THESE TODAY)

18. CHANGES IN MINDSET
Experts vs crowd
Mass vs niche
Media vs platform
Open vs closed
Morals vs laws
Bundled vs unbundled
Centralized vs decentralized
Human vs machine
Manual vs automation
Content vs distribution
Free vs paid

19. A transformation of the industry
requires new definitions of what we
do, and the value we bring.

20. 1. Fragmentation
2. Personalization
3. Micro-communities

23. We are shifting from mass
media to
personalized media

24. WORK WITH INFLUENCERS
— collaborating with existing
— creating new ones

26. And there’s the other problem:
Getting your attention.

27. COMPETITION FOR ATTENTION
Attention is the scarcest resource of the information age.

28. Facts and truth haven’t
ceased to exist.
They just don’t get read.

29. The creation of niche content
that serves
niche communities.

30. FILTER BUBBLES

31. MESSENGERS NETWORKS
BRANDEDTOPICAL
TOPICAL
TOPICAL
LOCATIONAL
LOCATIONALLOCATIONAL
SUB
BRAND
SUB
BRAND
PERSONALPERSONAL

32. Technology itself is not the
disruptor.
The biggest threat to the
business is failing to give
people what they want.

33. Drive innovation…
By obsessing over the problem
By building a process of continued
experimentation
By incentivizing process, not outcomes
By designing for decision-making

34. Who is this content for?
How do I reach that person?
What targeting options do I use?
What do I want that person to do
with that content?
How do I start a conversation with
that person?
How do I include that person in a
community of loyal customers?

35. Check your assumptions about
where media is going
Test the problem you’re identifying
Articulate your blind spots as well as
your plan
Challenge the team to push back
Communicate often and regularly
Focus on the end-state
Know what to value
Set metrics on what you value

36. TRENDS DIGITAL
1 EMOTIONALIZATION. USERS ARE DRIVEN BY EMOTIONS AND STEREOTYPES
GAMIFICATION. PEOPLE WANT PARTICIPATE AND PLAY
HYPERLOCALIZATION. PEOPLE READ ABOUT THEMSELVES, TARGETING
AUTOMATION. AUTOPOSTING, BOTS, MASSFOLLOWING
SIMPLIFICATION. SPEED OF CONSUMPTION, COMPETITION FOR ATTENTION
PERSONALIZATION. INFLUENCERS NOT MEDIA SPAHE AN AGENDA
2
3
4
5
6

37. JOURNALISM/COMMUNICATION: TRENDS
• MOBILE JOURNALISM
• ENGAGED JOURNALISM
• DATA JOURNALISM
• INVESTIGATIVE JOURNALISM
• FACT CHECKING
• EXPLAINER JOURNALISM
• CROWD REPORTING

38. WHAT SHOULD WE FOLLOW IN 2019
Youthification (new forms, genres, and platforms)
Stories!
Experimental journalism
Vertical vs horizontal, AR vs VR
TikTok and IGTV Rise
Instagram boom
Messengers features

39. 0
3-4
6
8
14
16
FIRST CONTACT
INTERNET
USER
SOCIAL NETWORKS
USER
NEWS MEDIA
CONSUMER
CONTENT CREATOR
AGE

40. SOCIAL MEDIA CONTENT TYPES, COMBINE THEM IN YOUR STRATEGY
TEXT SOCIAL
POST (STATUS UPDATE)
BROADCAST
(MESSENGERS)
TWEET
BLOG POST
AUDIO:
PODCAST
AUDIOGRAM
MINI PODCAST
GRAPHICS:
PHOTO
PHOTOGALLERY
INFOGRAPHICS
COLLAGE, COMBO
CARTOON
EXPLAINER
INTERACTIVE:
TEST
QUIZ
POLL
FORUM/CHAT
COMPETITION
VIDEO:
SOCIAL VIDEO
LONG VIDEO
INTERVIEW
VIDEO EXPLAINER
VIDEO COMMENT
VIDEO FACT CHECK
ANIMATION
STORY
COUB
GIF/GIPHY

41. SENDER MESSAGE
COMMUNICATION IN 2019
NOISE

42. OCT ‘13 AUG ‘16 FEB ‘17 MAR ‘17 NOV ‘17 FEB ‘18 NOV ‘18

43. DEFAULT
embeded to website
1+min
IGTV
movingaway
5+ min, shows,
long interviews,
documentaries
TV
FB/IG NEWSFEED
STORIESfor newsfeed