Beyond the Ink Smudge to Digital Relevancy

Your Social Guide Toby Bloomberg @tobydiva www.divamarketingblog.com

@tobydiva

Mr

Our Game Plan

Deconstruct

Brand, Journalists &

Advertising

The Share

Construct

What’s Up Next

Mr. Deed Goes To Washington, Babe Bennett reporter

“Don't be a sitcom kid be a real kid.” Bill Cosby

Deconstruct

Stand Alone

??

What does social

media mean

at your newspaper?

Daily Telegraph News Room Editors

Publisher

Consumer Insights

Circulation

Advertising

IT

Product

Journalists

???????

Integrate

Stand Together

Media Websites 4

What is different?

How Are You Unique?

Risk

Agile

Quote s

Legacy Strengths -

Beyond the “Channel”

Community integration

Community involvement

Confidential Chat - 1884

Educate Emotional Connection Entertain

Now I Care Content

https://www.facebook.com/jfcs.atlanta

Legacy Strengths -

Beyond The “Channel”

Depth and variety of content

Community integration

Community involvement

Local credibility

Entertainment

Depth of coverage/reporting

What does digital

relevancy

mean to your

community?

NYT Innovation Report

New York Times Innovation Report

Your Community

Strengths/ Values Newspapers

Your NP

Advertising

Journalists

Brand

When the history of online journalism is written, it will be hard to ignore the biggest mistake made by news organizations and media companies: thinking of the World Wide Web as primarily a one-way broadcasting or publishing medium. Richard Gordon, Medill School of Journalism Northwestern

What

If Social Media Is Not …

The Front Page

Home Page

Then What IS Social Media?

Or

Bra

nd

Twitter + Facebook Integration

Leads To …

Often Forgotten … Easy To Do

Drives traffic to website

video blog

Northampton Chron @ChronandEcho Morning all, seems all quiet overnight and nothing major on the roads...so far. Headlines to follow

Not all tweets have to

be breaking news

Credibility For:

Brand + Journalists + Employees

Advertisers New Hires Partners

Jou

rnal

ists

3 Aspects of Personal Branding

Your values, goals &

story

Ethics & credibility

Your reputation

& perceptions

Content - Both Personal & Brand

http://on.fb.me/1out8IE

wsvn.com

FaceHat Tip - Courtesy WSVN

Engagement

Hat Tip - Courtesy WSVN

Engagement

https://www.youtube.com/watch?v=NtM0JA-ZeKg

Diva Marketing Post 7 Tips To Rockin’ Facebook Engagement A La Frank Somerville

http://bit.ly/1vDkWtN

Content – Inspired from Passion

http://evelinabarry.blogspot.com/2013/07/love-photography.html

https://twitter.com/JSonnheim

To build digital community

through social sharing

Construct

now I care

tweets and posts

Create personal brands that align with corporate

values

Maintain authenticity and

journalistic credibility

The Point of Posting

http://smallbiztrends.com/

Hashtags: Yours, Mine & Ours

Hash tags can increase engagement almost 100% (2x) for journalists and 50% (1.5x) for news organizations. ~ Twitter

1. Tweet your beat 2. Share some personal 3. Include urls, photos, video 4. @ cite your sources 5. Create lists 6. Thank your community for retweets, mentions 7. Behind the scenes 8. Live tweet breaking news 9. Participate in tweet chats 10. More is less .. 120 characters 11. @ each other 12. Talk with your community!

Grow Your Twitter Community – Journalists

Accuracy 1st … never sacrifice for speed e.g. breaking news posts

Verification of sources including digital

Credit: Quote marks, via @, thanks to @ HT @ (Hat Tip)

Only Facts? Can Opinions Be Included? Indicate if your opinion or an ‘editorial post’

Be careful regarding perceived (digital) bias. Q: Will who you follow impact your reputation? Errors: take responsibility, correct. apologize Inside Out Golden Rule: Do unto others as they would like not as you would want.

News organizations that tweet 20% fewer URLs and 100 more @mentions grow followers 17% more than expected. ~ Twitter

“Your followers don't need you as much as you think. They can easily move on to another individual or change sources if they sense that you aren't who they think you are.” Professor (of media) Dennis Blader, University of New Haven

Ad

vert

isin

g

Promotion

through paid & organic to grow social audience

Facebook Drives Reach

Take Aways

Know your goals

Know your website CPMs

Test types of content

Test targets

Communication among Sales, Social & Marketing

Hat Tip to T.J. McLarty, Austin Statesman

Share

https://www.flickr.com/photos/paguma/7407230772/

Engage

Bring valuable and entertaining content to others Define ourselves to others Grow and nurture our relationships Self-fulfillment

Tell about causes or brands

WHY People Share

NYT Research http://nytmarketing.whsites.net/mediakit/pos

Social Sharing Influencers

Motivation to connect with with their networks. You and the brand are 2nd. Trust is the cost of entree Keep it simple and it will get share and won't get muddled

What’s on the Horizon?

New Fronts Conde Nast - Digital Video Network

80M Users

http://maximum-plus.com/blog /

The Social Disappearing Act

The Social Disappearing Act

#amaatsocial

Your Community

Strengths/ Values Newspapers

Your NP

Questions Your Responses

What is success for your

newspaper? For you?

What is your area/your beat of

expertise?

Who is your audience/s?

Who will you follow/friend?

What social networks will best

drive results?

Where will you dedicate your to

color outside the line time?

How will you actively

participate with your

community?

How often will you post and

when?

What type of content will you

focus on media posts, topic

curation, your creation?

Getting Started: Journalists

Your Next Steps

How Will You Reconstruct?

Continue the Conversation

Toby Bloomberg @tobydiva Www.divamarketingblog.com