Beyond the Pew
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The document provides guidance on expanding a publication's audience by connecting with people through online and social media interactions. It emphasizes that the online and print approaches should be complementary, not exclusive. It advises publications to understand their vision, mission and goals, know their audiences across different online platforms like Facebook and Twitter, and think about staffing and content needs for engaging audiences online.
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Beyond the Pew
- 1. * Expanding the audience for your publication
- 2. *
- 3. *Limited production of printed material for physical distribution *
- 4. *Connecting and engaging people in dynamic social online interactions *
- 5. Not either/or but both/and *
- 6. *What are your publication’s * Vision * Mission * Goals *Relationship with the strategic plan? *
- 7. *Network of networks * Multiplier effect * Each reader has a network * multiple distribution vehicles “The more connections we weave, the more interaction we invite.” Brian Solis *
- 8. *Facebook * Christian Week 1132 likes * Average 130 friends for each like * 147,160 potential readers * 25,000/month to website * Paper circulation is less than 50,000 *
- 9. *Why do you want to go online? *Expand your readership *Engage a younger demographic *Overall branding and visibility *Share your perspective with broader audience *Increase ad revenue *
- 10. *What are the consequences? *staffing *content creation *engagement *maintenance *subscribers *
- 11. *Rethink your publication *Marketer approach * Know your audiences * Age * Sex * location *Choose the right vehicle for the audience *
- 12. * Social Media (2011 Ipsos survey) * 50% of Canadians are on social networks (17 million) * 35% visit once per week * 18-24: 86% use social media * 35-46: ~65% use social media * 55+ : 45% (and growing) * 37% of online women use social media * 24% of online men use social media *
- 13. * Facebook * 86% of all online Canadians * Skew to females * 57/43 * Google+ * Skews heavily to men * 70/30 *
- 14. * Twitter * 20% of online Canadians * 60/40 men-women split * LinkedIn * 14% of online Canadians * 50/50 men and women * Pinterest * Skews heavily to women * 70/30 *
- 15. *Think and write like an “outsider” * International audience * Check stories for jargon * Assume no inside knowledge * Engaging content * Strong stories *
- 16. *Think and write like an “outsider” * Rewrite headlines * Twitter: 140 Characters plus # (hashtags) * Search Engine Optimization * SEO *
- 17. *New York Magazine * Article Title: “What’s Eating the NYPD?” * Page Title: Why the NYPD Is Turning on Ray Kelly * Meta Description: Ray Kelly has built the best police force in the country. Now it is turning on him. *
- 18. *Newsweek * Article Title: “Citizen Cain” * Page Title: Herman Cain’s Unlikely Republican Rise * Meta Description: Meet the rising GOP star who is confounding the pundits and much of black America. *
- 19. *The New York Times Magazine * Article Title: “When Is a Flip Not a Flop?” * Page Title: The Fate of the Republicans Who Supported Gay Marriage * Meta Description: The four Republicans who broke with their party on New York’s gay- marriage law were supposedly marked for electoral death. But that’s not exactly how it is working out. *
- 20. * Blog/website * Mobile compatible * Auto post * Network Publisher * Twitter * Facebook * Google Plus * News aggregators * Digg * Reddit *
- 22. *Readership *Google analytics *Wordpress (JetPack) *Instant comments *Letters to the Editor *Opportunity to engage readers in discussion *
- 23. *
- 24. *
- 25. *Know why *Understand who *Online expands not replaces *Think globally *Constantly evaluate *
- 26. *
Notes de l'éditeur
- Old paradigm: publisher to pew sitter/subscriber to recycle binResponses through Letters to the EditorShelf lifeRedistribution of interesting content
- Zuckerberg Paradigm: engaging people in dynamic social interactionspublisher to multiple audiences – non-linearSegmented audiencesSegmented messaging
- Goals for your publicationPart of organization’s communication planInternalExternal
- Weaving a tapestryBrian Solis: The End of Business as Usual: Network of NetworksEach recipient has a networkmultiple distribution vehiclesMultiplier affect
- Weaving a tapestryBrian Solis: The End of Business as Usual: Network of Networks
- Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
- Why do you want to expand your audience?Engage a younger demographicOverall branding and visibilityShare your perspective with broader readershipIncrease ad revenueWhat are the consequences
- Think like a marketerKnow your audiencesAgeSexlocationChoose the right vehicle for the audience
- ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
- ContentThinking and writing like an “outsider”Tailor headlines and key content to communication mediumHeadlines need more tease online to generate a click
- ContentAutopostingBlog/websiteMobile compatibleAuto postNetwork PublisherTwitterFacebookGoogle PlusNews aggregatorsDiggReddit
- EvaluateReadershipGoogle analyticsWordpress (JetPack)Instant commentsLetters to the EditorOpportunity to engage readers in discussion