This document discusses how newspapers can adapt to the changing media landscape by embracing social media and focusing on quality journalism. It notes that newspapers will need talented journalists who can make sense of the growing information available online. The document also provides strategies for how newspapers can make money through social media, such as using real-time conversations to drive engagement, creating relevant content to share, and developing new ad formats that start conversations.

1. Putting Social Media To Work For Fun and Profit! Ian Schafer, Founder & CEO, Deep Focus Heckle me right now: @ischafer

2. The challenge for you will be perhaps your greatest ever. As a producer of newspapers, what you must do first is determine how you conceive yourself. Are you an organization that supplies newspapers or are you an organization that supplies information? Remington and Underwood saw themselves as being in the typewriter business. IBM saw itself as being in the word-processing business. The rest is history. Interviews on the Shape of our Future, a project of the American Society of Newspaper Editors, Michael Hooker, former president of the University of Massachusetts

3. "The newspapers that prosper in the next century will be the ones that offer the best journalism, that master the subjects about which they write and acquire the talent and expertise to appraise and explain an infinite variety of events. . . . Newspapers can trust the fermenting computer industry to perfect the technologies that will gradually replace their presses and delivery trucks. It's talent that they will need to survive in the digital age -- gifted editors, reporters, and image artists who can find meaning in the approaching information glut." Max Frankel, New York Times Magazine

4. 1995

5. Social media is changing everything. You’re in the conversation starting business.

6. The definition of news is evolving.

7. Portable: 33% of cell phone owners now access news on their cell phones. Personalized: 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them. Participatory: 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter. Understanding the Participatory News Consumer, Pew Internet & American Life Project, March 1, 2010

8. The way newspapers make money must evolve as well.

14. So how can social media make money?

15. 1 Realtime Intelligence

17. 2 Realtime Conversation

20. 3 Re-think the “ad” and “add” value

21. 0.19%

24. More sharing = lower effective CPMs

29. 4 Location

30. 750,000 400,000,000

31. Students earn points that unlock subscriptions.

32. More than 1.5 million local businesses have active Pages on Facebook

34. Use the amplification of your content to bring conversations back home

35. Let relevancy guide the creation and promotion of your content

37. Thanks! ian@deep-focus.net