“To connect to people at the deepest level, you need stories.”

-Robert McKee

STATE OF THE MEDIA

EarnedNewspapers | Magazines | TV | Radio | Bloggers

OwnedWeb Site | Company Blog / News Site |

Marketing Collateral | Publications

SocialFacebook | Google+ | Twitter | You Tube | LinkedIn | Pinterest….and many more.

State of EARNED Media

Yesterday’s Media

Yesterday’s Newsroom

Yesterday’s News StaffReporters. Photographers. Editors. Producers. AND MORE!

Too busy to leave desk for lunch?

Laid off?

Coffee powered!

On the phone

Rumpled jacket

2 screens

Today’s Media

Stressed out posture!

stacks

Files!

Rumpled hair…what’s

left of it

Files and

more files

Today’s Media

An Empty Newsroom

Today’s News StaffNote the reporter notebook & camera.

Today’s News CycleNews Event

Publish brief on web site

Teaser on social media

Blog post

Attend event / go to scene

Take photos, get notes, interview

Return to office and update web

site, social media and Blog

post

File story for broadcast that

evening or morning edition

Post video and images

Update social media

So how do you reach people?

SOURCE: http://www.previewnetworks.com/blog/tag/earned-media/

Pulling It Together

Amazon Purchases

Washington Post

-Facebook status update.

State of OWNED Media

Web. Social. More.It used to be that organizations had to go

through media to reach the public with their news. But now…

Web Site

Blo

g

SOCIAL

SOCIAL MEDIA

The Basics

The Basics

People living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time

on social networking sites than men. –Pew Research Center

How many Internet users? WORLD: 2.4 Billion. With a B. –Internet World Stats

US: 274 Million.

Why CareAboutSocial?

The BasicsWhy CareAboutSocial?

Why CareAboutSocial?

The BasicsWhy Care?

Why Care About LinkedIn?aka Facebook for professionals.

Why Care About

SnapChat?

100 Million Monthly Active Users

70% Women

71% Under 25-years-old

Why CareAboutSocial?

-RECAP-• How social media fits into

broader media picture.• Who uses the various social

media channels.

-WAY AHEAD-• How does social media fit

into YOUR media picture?

EDUCATE STUDENTS | REACH DONORS | MARKET BROADEN EXPOSURE FOR PROGRAM

-STUDENT JOB SEARCHES-

Employers and recruiters are using social media more while using job

boards less, a trend that began before 2008.

LinkedIn is the powerhouse, but Facebook and Google+ and Twitter

used to generate leads.

-CANDIDATE RESEARCH-

Social media is used in a number of ways by recruiters, giving them an idea of who the applicants are and how they might fit

into a corporate culture…if at all.

• Communications Skills (spelling, punctuation, grammar & ability to clearly communicate ideas)

• Work history and education• Industry knowledge• Use of alcohol & illegal substances• Use of profanity• How you spend non-work time

-ONLINE RESUME-

Encourage students to pay attention to…

• Look beyond LinkedIn. • Profile picture. This matters!

• Seriously…no keg stand photos here! • Where were you last night?• Photos from last year. Yes. Those are still there. • Who, what and where you spend your time. • When are you posting online? Middle of the day?• Who do you talk about?• Who has tagged you…and why? • First impression!

-COMMUNICATE WITH STUDENTS-

-REACH DONORS-Remember that Washington Post example?

-WAY AHEAD-• Which social media channels

will help you reach your goals, your various target

audiences?

EDUCATE STUDENTS | REACH DONORS | MARKET BROADEN EXPOSURE FOR PROGRAM

-BRAINSTORM-