Emerging Media - A Tunheim Partners' Presentation


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This presentation was given by Tunheim Partners' Maria Surma Manka at the Big 10 News Directors Conference held at the University of Minnesota on June 3, 2009.

Manka's presentation includes insights and recommendations for navigating the social media world: Best tools and best practices for networking, reaching out to policymakers and media.

Maria Surma Manka is also known by her popular energy blog: http://MariaEnergia.com

Published in: Technology, News & Politics
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  • Emerging Media - A Tunheim Partners' Presentation

    1. 1. Emerging Media June 3, 2009 Maria Surma Manka
    2. 2. Emerging media are channels for reaching people Source: Gary Hayes & Laurel Papworth, 2008
    3. 3. Life of a Gen X or Boomer <ul><li>Reads print </li></ul><ul><li>Mobile phones for voice, not info </li></ul><ul><li>Aggregate online information </li></ul><ul><li>Online use is not social </li></ul><ul><li>Trust experts but rely on peer reviews </li></ul><ul><li>When they create, they rate & review </li></ul><ul><li>Heavy email users </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
    4. 4. Life of a Millennial <ul><li>Some magazines, no newspapers </li></ul><ul><li>No land-line </li></ul><ul><li>On-demand TV </li></ul><ul><li>Will pay for digital content </li></ul><ul><li>Want portable content </li></ul><ul><li>Trust peers more than experts </li></ul><ul><li>Live with an audience </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Text messengers, less email </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future
    5. 6. Blogs <ul><li>Why? </li></ul><ul><ul><li>Communicate with multiple audiences: media, employees, students, faculty and interested public </li></ul></ul><ul><ul><li>Expert positioning </li></ul></ul><ul><ul><li>News/information resource </li></ul></ul><ul><li>Highly influential, trusted </li></ul>
    6. 7. Blogging best practices <ul><li>Must have a genuine, authentic voice </li></ul><ul><li>Need passion, commitment </li></ul><ul><li>Determine your point of view </li></ul><ul><ul><li>Blogs should be more than just news </li></ul></ul><ul><li>Determine your audience </li></ul><ul><ul><li>Large and broad? </li></ul></ul><ul><ul><li>Narrow but targeted? </li></ul></ul><ul><li>What’s your ROI? </li></ul><ul><ul><li>Expert positioning, public relations </li></ul></ul><ul><ul><li>News/information source </li></ul></ul><ul><li>Search engine optimization (SEO) </li></ul><ul><ul><li>google.com/insights/search </li></ul></ul><ul><ul><li>freekeywords.wordtracker.com </li></ul></ul>
    7. 8. Facebook <ul><li>Why? </li></ul><ul><ul><li>Promote and track your brand </li></ul></ul><ul><ul><li>Promote and track your cause/issue </li></ul></ul><ul><ul><li>Push out information like articles, videos, news releases, opinions </li></ul></ul><ul><ul><ul><li>For organizations, Facebook is often not a conversation unless there is a very strong brand with passionate followers. </li></ul></ul></ul><ul><ul><li>Stay in front of your audience </li></ul></ul><ul><li>Facebook’s one-on-one communication is evolving from personal to professional use. It’s a new channel of communication for: </li></ul><ul><ul><li>Legislators </li></ul></ul><ul><ul><li>Media </li></ul></ul>
    8. 9. YouTube <ul><li>Why? </li></ul><ul><ul><li>Expert positioning </li></ul></ul><ul><ul><ul><li>YouTube is second in total searches after Google </li></ul></ul></ul><ul><ul><li>Engage your audience to make content for you </li></ul></ul><ul><ul><ul><li>Know your target audience and what motivates them </li></ul></ul></ul><ul><ul><ul><ul><li>Incentives, promotions </li></ul></ul></ul></ul><ul><ul><li>It’s shared: 75% of video viewers receive links, more than half send links to friends and watch videos with other people (few people rank or comment on videos) </li></ul></ul><ul><ul><ul><li>Videos are not only watched on YouTube, but they are shared on Facebook, blogs, Twitter </li></ul></ul></ul>Source: Pew Internet & American Life Project Tracking Survey, 2007
    9. 10. YouTube channel
    10. 11. Twitter <ul><li>No, it’s not broadcasting what you had for lunch </li></ul><ul><li>Why? </li></ul><ul><ul><li>Expert positioning – sharing articles, opinions </li></ul></ul><ul><ul><ul><li>Relationship building, bit by bit </li></ul></ul></ul><ul><ul><li>Promoting and live Tweet from events (like this one!) </li></ul></ul><ul><ul><li>Connect with media, policymakers, consumers </li></ul></ul>
    11. 12. MN political news Social media expert Client Responding to reporter I pitched Energy industry
    12. 13. Putting it all together <ul><li>Finding your target audience on each channel is critical for strategic positioning, influencing and educating. </li></ul><ul><li>Social media networks are meant to be used together – don’t reinvent the wheel for each one! </li></ul><ul><ul><li>It’s about repurposing content as much as it is about creating content. </li></ul></ul>
    13. 16. How do you know it’s working? <ul><li>Subscribes/unsubscribes to e-newsletter, RSS feed, blog, video, podcast, etc. </li></ul><ul><li>Visitors, return visitors </li></ul><ul><li>Search metrics </li></ul><ul><li>Ratings of a post, video, article, etc. </li></ul><ul><li>Media mentions </li></ul><ul><li>Is your target audience joining your community? </li></ul><ul><li>Are others sharing your message? (through blog links, retweets, email, etc.) </li></ul>
    14. 17. Thank you! <ul><li>Maria Surma Manka </li></ul><ul><li>952-851-7244 </li></ul><ul><li>[email_address] </li></ul><ul><li>Blog: www.MariaEnergia.com </li></ul><ul><li>Twitter: @mariaenergia </li></ul>