The document discusses how mainstream media can adapt to the rise of social media and online conversations. It argues that media companies need to embrace social networking tools, listen to their audiences, and get involved in online and offline discussions in order to remain relevant. The author provides tips for how media brands can build communities and engage with influential online users. The overall message is that media must shift from a passive, top-down approach to an active, two-way model that centers around conversations in order to thrive in today's digital landscape.

1. Old Media, New Tricks Daniel B. Honigman Digital Communications Supervisor Weber Shandwick @dan360man OldMediaNewTricks.com

5. People need to express themselves

6. Do we still need reporters?

7. Absolutely

8. Information moves at the speed of conversation Social networking is now more popular than e-mail .

9. Time Spent On Social Networks is Soaring Time spent up over 100% y/y (total minutes) Includes Facebook, MySpace, Blogger, Tagged, Twitter, MyYearBook, LiveJournal, LinkedIn, SlashKey Source: Nielsen NetView

10. Q: What is mainstream media to do?

11. It’s about accessibility Be accessible.

13. Be where your customers are.

14. Create touch points on your sites and embedded within your products.

16. “ Incorporate social relationships in your value proposition to consumers.” – Larry Irons, SkillfulMinds.com

17. What does the layout of this site tell you about Mashable?

18. Now, what does this tell you?

19. … and this?

21. Be part of the crowd, but be exceptional.

23. 5 C’s of community development Courtesy of Jason Falls, Doe Anderson

24. What’s the strategy?

25. Social media rule #1: LISTEN!

26. Determine your tools

27. Build community around those tools

28. Don’t be that guy

29. My social media turning point

31. Once you have the process down pat, it becomes second nature.

32. Musical interlude – with a point

37. Inline is good for business.

38. What exactly is the news business all about?

39. It’s about reach.

40. 1. Mainstream media must become more relevant, timely and helpful .

41. New - Real-time customer acquisition - Real-time customer service - Real-time customer acknowledgement Active Old - Static information - Static listings Passive

43. Give your audience multiple ways to interact

44. 3. Create a passionate, simple environment that enables and inspires a shared experience.

46. Get off that pedestal…

47. … and get involved.

49. Your audience and consumers are what ultimately make you special.

50. fin.