social media roi for journalists by chad graham and robin j. phillips (2014)

Title Slide Show me the ROI Building a stronger newsroom social media strategy

Chad Graham and Robin Phillips March 2014

Jodi Arias, 32 On trial in Phoenix for the 2008 killing of her secret lover, Travis Alexander. Alexander, 30, was found dead in the shower of his home with a bullet in his head, nearly 30 stab wounds and a slit throat.

12 News  

TV Studio  

Newspaper

Online

Republic Media at a glance

3  

4  

5  

Today we’ll examine four areas:

Audit current practices

Meaningful measurement

Individual training

Engagement beyond social

Social 2.0

6  

Audit: Define the business problem •  Audience acquisition •  Audience retention •  Customer service •  Generate new revenue stream(s) •  All of the above

7  

Audit: Audience profile •  What are the demographics of our digital, TV and print

audience?

•  What % of my market uses what social network?

•  Profile of the audience currently engaging with our social brand channels

8  

Social media network use (Source: ComScore, % reach online adults)

Social network Metro Phoenix U.S.

Facebook 72% 65%

Twitter 17% 17%

Google+ 18% 16%

Pinterest 14% 13%

Instagram 14% 14%

9  

Demographic azcentral 12 News

Gender Women Women

Age 45-54 45-54

Best post day Friday Friday/Saturday

Best post time 8 p.m. 8 p.m.

Best post type Photo Photo

Top post topic Yarnell Yarnell

Facebook demographics (Source: Facebook Insights)

10  

Metro Phoenix social network trends Twitter: Men 45-64, $60-$75K, children Pinterest: Women 35-44, $100K+ Google Plus: Men 35-49, under $25K Facebook: Adults, 18-34, $60K Instagram: Men 25-34, $60-$75K, children

Audit: Performance •  Performance of brand + staff accounts

•  Percent staff using social consistently

• What’s not working?

12  

Audit: Organizational support •  Does social media have the support of your

organization’s top leaders? Part of operational goals?

•  What is the annual budget? What department pays for it?

•  Is social media factored into annual employee performance?

13  

Tell your brand’s story as it relates to social media

14  

Implement meaningful measurement

15  

Determine a baseline to set goals azcentral Twitter Followers Tweets Twitter Engagement

Month-over-month change 2% -12% 48% January 34,156 1,434 57,724 Month-over-month change 3% 11% 94% February 35,151 1,364 57,778 Month-over-month change 3% -5% 0% March 36,001 1,436 62,687 Month-over-month change 2% 5% 8% April 37,284 1,580 53,241 Month-over-month change 4% 10% -15% May 39,253 1,538 72,297 Month-over-month change 5% -3% 36% Monthly avg 12,543 52,140

Set activity goal Set engagement goal

16  

17  

One-on-one staff training

18  

19  

Social media one-on-ones •  Focus on the social networks with

the most ROI •  Keep them simple: 2-3 goals •  Added to a staff database,

accessible by managers •  Repeat the process every six

months

20  

Monthly social media newsletter

Engagement beyond social

21  

22  

Recap

Telling your brand story on social media at this moment

Determining the most important numbers to measure

Tailoring social media to meet the individual needs of staff

Considering new engagement opportunities

23  

Questions?