Canada Wide Digital - for CAA/Westword - May 22, 2009

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Shannon Emmerson

Shared successes and lessons from setting up a digital media business within a print publishing company.

Business Technologie

Going Digital: Extending print-based brands online Shannon Emmerson Director of Digital Media, Canada Wide Media Limited May 22, 2009

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About me ,[object Object],[object Object],[object Object],Mild Twitterholic (@semmerson) About me

About the digital media division ,[object Object],[object Object],[object Object],About the DMD

Why digital media? ,[object Object],[object Object],[object Object],[object Object],[object Object],About the DMD

Overall Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],About the DMD

Site Strategy ,[object Object],[object Object],[object Object],[object Object],Our Work

Year one: Build it and they will come … Our Work

Lessons Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lessons Learned

Search: make yourself findable ,[object Object],[object Object],[object Object],[object Object],Lessons Learned

Design to keep readers. ,[object Object],[object Object],[object Object],Lessons Learned

Get copyright. ,[object Object],[object Object],[object Object],Lessons Learned

Focus on great web content. ,[object Object],[object Object],Lessons Learned

Imagine (or remember) the conversation about what it takes to manage a website. Lessons Learned

Cultivate digital skill. ,[object Object],[object Object],[object Object],[object Object],Lessons Learned

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Think multiplatform. From the start. Lessons Learned

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Example: GardenWise Ask the Pros Born of a nurtured community of gardening pros and Master Gardeners Questions and answers are printed in the magazine Users invited to submit online All Q&As are searchable in online resource Lessons Learned

[object Object],[object Object],[object Object],Consider new models Lessons Learned

Example: BCBusiness Top 100 ,[object Object],[object Object],[object Object],Lessons Learned

Example: Innovation Package Lessons Learned

Community matters. ,[object Object],[object Object],[object Object],[object Object],Lessons Learned

Flipping the funnel: ,[object Object],[object Object],Lessons Learned

Observe, analyze, adjust ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lessons Learned

Start small. ,[object Object],[object Object],[object Object],Lessons Learned

Experiment. ,[object Object],[object Object],[object Object],Lessons Learned

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lessons Learned

Questions & comments are most welcome. Shannon Emmerson [email_address] .com http://www. canadawide .com Questions?

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

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Canada Wide Digital - for CAA/Westword - May 22, 2009

1. Going Digital: Extending print-based brands online Shannon Emmerson Director of Digital Media, Canada Wide Media Limited May 22, 2009

8. Year one: Build it and they will come … Our Work

9. Our Work

10. Year two: Refine and grow Our Work

11. Our Work

12. Year three: Get creative Our Work

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16. Lessons Learned

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20. Imagine (or remember) the conversation about what it takes to manage a website. Lessons Learned

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28. Example: GardenWise Ask the Pros Born of a nurtured community of gardening pros and Master Gardeners Questions and answers are printed in the magazine Users invited to submit online All Q&As are searchable in online resource Lessons Learned

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31. Example: Innovation Package Lessons Learned

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34. Guest blog Lessons Learned

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45. Questions & comments are most welcome. Shannon Emmerson [email_address] .com http://www. canadawide .com Questions?

Notes de l'éditeur

Good morning, thanks for having me. Spend a little time today talking about how we at Canada Wide approached the challenge of developing a digital business -- taking some of our best-known print brands and extending them into the online space. Slightly different challenges than working with a specific brand -- but hopefully some of the things we’ve learned could help your products as well

Canada Wide Digital - for CAA/Westword - May 22, 2009

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