2. Today is all about
Online advertising: paid for and
organic ads
Marketing innovation
Social media for media
organisations
Understanding your audience
Engaging with your audience
3. Recap from last week
How to use advertising to ‘re-position’ your product
Paper and magazines as product: the affordances of
paper
Marketing competition and humour
What values are there to a paper platform?
Beyond print advertising
Online advertising figures increasing
Advertising how it appears on the web: the anatomy
of a web-page
How to monetize this anatomy: Click through rates
Readers and display ads: troubles and issues
Alternative platforms that take paper’s ad revenue
4. From last week
We’re thinking about audience?
Have you produced a reader profile?
If yes, let’s share them with the group
5. Plot their media consumption
Highlight when they
consume media and when
How can media
organisations reach them
What devices
What kind of content
Would your profile
consume media, produce
media or engage with
media [Ref: Tapscott’s idea
of the ‘prosumer’ is useful
to understand here]
6.
7. Catch-up: What we missed last
week
Advertising Economics: some online operators are
emerging as successful
Daily Mail model and more info here
Curating a niche product can be
successful
Trinity Mirror reader expansion
But, TM still struggling for revenue
Overall, the balance of success is still
precarious
8. Marketing media innovation
The shock of the new…
Remember the Guardian’s Open
Journalism/three little pigs video
Firestorm: the guardian experimenting with
long-form journalism
App3d
UsVsTh3m and how it came together
Snowfall: the New York Times
experimenting with long-form journalism
BuzzFeed: and this link
Ultimately: alternative methods of
storytelling, gains traction within the
marketplace
9. Google: paid and organic ads
41 bn web pages - maybe
But the internet is infinite
Key marketing question: How can you get
your ads and content to stand out and be
found?
10. Paid ads, online and social media
Media organisations have a choice around how they
present themselves and their brand
Paid ads allow them to take some control over the
advertising they have
Organic campaigns are more responsive, with more
audience interaction. This interaction offers more risk, but
some reward
14. Online ad vocab
Google organic results
Google paid results
Google adwords
Google analytics
Google keywords
Banner ad
Skyscrapper ad
PPC: Pay Per Click
CPM: Cost per Mill
CPA: Cost per action
Conversion rate
Value per visitor
Sponsorship
Page Impressions
Content marketing and advertorials
16. Key considerations for media organisations
on social media
Reach: move beyond the homepage/site
Engagement: form an interactive relationship with
your readers/viewers/listeners
It’s about community
Conversation: chat to people.
Presence: Be part of the converation
Tone: Do media brands need to communicate in
different ways when engaging with the web and
social media?
Conversation: how do you interface with online
conversation, debate and interaction. What impact
could that have on your brand?
Email: The dark web. How can marketers capitalise
on the dark social media that is electronic mail?
17. Media on Facebook
What opportunities can media
organisations gain from having a
Facebook page?
The power of the like
Capturing the audience where
they are
Communicating with the audience
in a way that they would expect,
and find useful
Creating dedicated Facebook
pages
18. Media on Twitter
Free
Twitter feeds
Twitter #hashtags – media and media/ad
collaborations
Twitter conversations
19. Media on twitter: paid
Twitter’s promoted account targeting:
Interest areas
Geography
Gender
Promoted trends
Promoted tweets
Data and analytics
20. Media on Instagram
Instagram is still figuring out its revenue
structure, although it was recently bought for
Media organisations are using it for a range of
purposes. Some similar to Facebook/Twitter, but
some alternatives
BBC Sport: Behind the scenes
Neil Mann/fieldproducer: Journalist in NYC
(more on journalists as brands in later weeks)
BBC Instafax
Wall Street Journal
Assignment question: What ‘USP’ could publishers
create through using services such as Instagram?
24. Devices: what a multi-device
world means means for news
providers
The
newspaper/magazine/TV
/Radio used to be the
only platforms publishes
had to worry about. Now
there’s a plethora of
online services , and
consumption devices.
What does this mean for
media organisations and
publishers?
25. Don’t forget about the
physicality, and the design
What affordances do
digital devices
offer publishers?
27. Topics over coming weeks
Brands
Journalists as brands
The Long Tail
More marketing strategy
SEO and content marketing
Mobile
28. Tasks for next week
Find a media organisations online, multi-
platform presence
Produce a 10 minute presentation:
What is useful about the multimedia output?
Does the content serve as a marketing tool?
What, in your opinion, doesn’t work so well?
How the media organisation is producing the
content?