old media, new tricks: ragan presentation

51
Old Media, New Tricks Daniel B. Honigman Digital Communications Supervisor Weber Shandwick @dan360man OldMediaNewTricks.com

Upload: daniel-honigman

Post on 06-Dec-2014

375 views

Category:

Technology


7 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Old Media, New Tricks: Ragan Presentation

Old Media, New Tricks

Daniel B. HonigmanDigital Communications Supervisor

Weber Shandwick@dan360man

OldMediaNewTricks.com

Page 2: Old Media, New Tricks: Ragan Presentation

I’m not here to talk about technology.I’m not here to talk about news.

I’m here to talk about conversation.

Page 3: Old Media, New Tricks: Ragan Presentation

First, a quick history lesson.

• First ARPAnet link deployed in 1969.• Built to protect information from possible

nuclear attack.• Connected computers at UCLA, Stanford, UC

Santa Barbara and the Univ. of Utah.

• From the beginning, the Web has been about conversation.

Page 4: Old Media, New Tricks: Ragan Presentation
Page 5: Old Media, New Tricks: Ragan Presentation

People need to express themselves

Page 6: Old Media, New Tricks: Ragan Presentation

Do we still need reporters?

Page 7: Old Media, New Tricks: Ragan Presentation

Absolutely

Page 8: Old Media, New Tricks: Ragan Presentation

Information moves at the speed of conversation

Social networking is now more popular than e-mail.

Page 9: Old Media, New Tricks: Ragan Presentation

Time Spent On Social Networks is Soaring

0

10000000

20000000

30000000

2008 2009

Time spent up over 100% y/y (total minutes)

Includes Facebook, MySpace, Blogger, Tagged, Twitter, MyYearBook, LiveJournal, LinkedIn, SlashKeySource: Nielsen NetView

Page 10: Old Media, New Tricks: Ragan Presentation

Q: What is mainstream media to do?

Page 11: Old Media, New Tricks: Ragan Presentation

It’s about accessibility

Be accessible.

Page 12: Old Media, New Tricks: Ragan Presentation
Page 13: Old Media, New Tricks: Ragan Presentation

Be where your

customers are.

Page 14: Old Media, New Tricks: Ragan Presentation

Create touch points on your sites and embedded within your products.

Page 15: Old Media, New Tricks: Ragan Presentation
Page 16: Old Media, New Tricks: Ragan Presentation

“Incorporate social relationships in your value proposition to consumers.”

– Larry Irons, SkillfulMinds.com

Page 17: Old Media, New Tricks: Ragan Presentation

What does the layout of this site tell you about Mashable?

Page 18: Old Media, New Tricks: Ragan Presentation

Now, what does this tell you?

Page 19: Old Media, New Tricks: Ragan Presentation

…and this?

Page 20: Old Media, New Tricks: Ragan Presentation

What happens when your customers start talking to you?

• Before you begin, establish your brand’s voice.• Build a persona for your brand.

– Is it an older gentleman? Is it a 25-year-old woman from California?

• Your voice should be consistent across all platforms and social communities, and in your content.

• Tub-thumping is OK, but don’t self-promote too much.

Page 21: Old Media, New Tricks: Ragan Presentation

Be part of the crowd, but be exceptional.

Page 22: Old Media, New Tricks: Ragan Presentation

You’ll see results

• Local buzz• Industry buzz• Audience research• Within one month of social media

involvement at Chicago Tribune, no more paid search.

Page 23: Old Media, New Tricks: Ragan Presentation

5 C’s of community development

Courtesy of Jason Falls, Doe Anderson

Page 24: Old Media, New Tricks: Ragan Presentation

What’s the strategy?

Page 25: Old Media, New Tricks: Ragan Presentation

Social media rule #1: LISTEN!

Page 26: Old Media, New Tricks: Ragan Presentation

Determine your tools

Page 27: Old Media, New Tricks: Ragan Presentation

Build community around those tools

Page 28: Old Media, New Tricks: Ragan Presentation

Don’t be that guy

Page 30: Old Media, New Tricks: Ragan Presentation

…and some lessons I learned

1. Put some skin in the game.2. Be a trusted part of the conversation.3. Be willing to break down internal walls.4. As soon as the walls are even the tiniest bit

cracked, create a process to ensure repeated success.

5. Document everything for internal – and external stakeholders.

Page 31: Old Media, New Tricks: Ragan Presentation

Once you have the process down pat, it

becomes second nature.

Page 32: Old Media, New Tricks: Ragan Presentation

Musical interlude – with a point

Page 33: Old Media, New Tricks: Ragan Presentation

Get to know your influencers

• Google Blog Search (BlogSearch.google.com)• Ranking services (Technorati/Alexa/etc.)• Aggregators (Alltop)• Social bookmarking sites (Digg/Reddit/etc.)• Social media monitoring tools (Radian6/Visible

Technologies)Keep track of relevant blogs/sites via:• RSS readers (Google, Bloglines, etc.)• Delicious• Spreadsheet

Page 34: Old Media, New Tricks: Ragan Presentation

“The idea that you’re isolated when you’re online is, to me, just wrong. It’s an inherently social medium. What starts online moves offline, and what starts offline goes online. Online and offline life are inherently connected. They’re not separate worlds.”—University of Pennsylvania sociologist Keith Hampton, who preformed an extensive ethnography of “Netville,” a new, 100 percent wired community in suburban Toronto.

Source: NY Magazine, 12/7/2008(http://nymag.com/news/features/52450/)

The next step.

Page 35: Old Media, New Tricks: Ragan Presentation

Meet your digital influencers.

• Combine the online realm with IRL. You should create an “inline” experience.

• Sponsor events. Get involved!- Social Media Club- Tech Cocktail- Local bar camps/developer camps

• Create analog experiences your influencers can take online, and digital connections your influencers can take offline.

Page 36: Old Media, New Tricks: Ragan Presentation
Page 37: Old Media, New Tricks: Ragan Presentation

Inline is good for business.

Page 38: Old Media, New Tricks: Ragan Presentation

What exactly is the news business all about?

Page 39: Old Media, New Tricks: Ragan Presentation

It’s about reach.

Page 40: Old Media, New Tricks: Ragan Presentation

1. Mainstream media must become more relevant, timely and

helpful.

Page 41: Old Media, New Tricks: Ragan Presentation

NewNew- Real-time customer - Real-time customer

acquisitionacquisition- Real-time customer - Real-time customer

serviceservice- Real-time customer - Real-time customer

acknowledgementacknowledgement

ActiveActive

OldOld- Static information- Static information- Static listings- Static listings

PassivePassive

Page 42: Old Media, New Tricks: Ragan Presentation

2. It’s not just about the content; it’s about the conversation. You must

make it easier to get there.

Page 43: Old Media, New Tricks: Ragan Presentation

Give your audience multiple ways to interact

Page 44: Old Media, New Tricks: Ragan Presentation

3. Create a passionate, simple 3. Create a passionate, simple environment that enables and environment that enables and inspires a shared experience.inspires a shared experience.

Page 45: Old Media, New Tricks: Ragan Presentation

How can you do this?

• Respond to comments and questions.– Keep your conversations productive and on track.

• Give your customers a reason to register for your site, become a fan of your page, follow you on Twitter, etc.

• Ask your customers for input whenever it’s appropriate.

• Do not judge your audience by a few anonymous comments.

Page 46: Old Media, New Tricks: Ragan Presentation

Get off that pedestal…

Page 47: Old Media, New Tricks: Ragan Presentation

……and get involved. and get involved.

Page 48: Old Media, New Tricks: Ragan Presentation

For your business to thrive in the age of social media, you must learn to

love your audience.

How should you do that? Any way you can.

Get involved in the conversations that happen both on and off your site.

Page 49: Old Media, New Tricks: Ragan Presentation

Your audience and consumers are what ultimately make you

special.

Page 50: Old Media, New Tricks: Ragan Presentation

fin.

Page 51: Old Media, New Tricks: Ragan Presentation

Of course, I have more up my sleeve.

E-mail: [email protected]: Friendfeed.com/dan360manTwitter: Twitter.com/dan360manFacebook: Facebook.com/daniel.honigman

And, of course:OldMediaNewTricks.com