Always in motion is the future”– Yoda As both digital and legacy (local) news competition continues its battle for audience and advertisers every resource and strategy must be held accountable in order to move the business forward. Social media is no longer a “feel good” tactic. It must produce results. What those results might be and how social media can be used to achieve them is what this session focused on. This presentation, for Inland 2014 Inland Press Mobile and Social Solutions Conference, deconstructs social media in terms of newspaper brand, journalists and advertisers. There are resource worksheets included to help guide you through the process of reconstructing or contstructing your social media plan. Best of luck!

1. Beyond the Ink
Smudge to Digital
Relevancy
Your Social Guide
Toby Bloomberg
@tobydiva
www.divamarketingblog.com
@tobydiva

2. Mr
Our
Game
Plan
Deconstruct
Brand, Journalists &
Advertising
The Share
Construct
What’s Up Next
Mr. Deed Goes To Washington,
Babe Bennett reporter

3. “Don't be a sitcom kid be a real kid.”
Bill Cosby

4. Deconstruct
Stand Alone

5. ??
What
does social
media mean
at your
newspaper?
Daily Telegraph News RoomEditors
Publisher
Consumer Insights
Circulation
Advertising
IT
Product
Journalists
???????

6. Integrate
Stand Together

7. Media Websites4
What is different?

8. How Are You Unique?

9. Risk
Agile

12. Quote s

14. Legacy Strengths -
Beyond the “Channel”
Community integration
Community
involvement

15. Confidential Chat - 1884

16. Educate
Emotional Connection
Entertain
Now I Care Content
https://www.facebook.com/jfcs.atlanta

17. Legacy Strengths -
Beyond The “Channel”
Depth and variety of content
Community integration
Community involvement
Local credibility
Entertainment
Depth of coverage/reporting

18. What
does digital
relevancy
mean to your
community?
NYT Innovation Report

19. New York Times Innovation Report

21. Your
Community
Strengths/
Values Newspapers
Your
NP

22. Advertising
Journalists
Brand

23. When the history of online journalism is written, it will be hard to ignore the biggest mistake
made by news organizations and media companies: thinking of the World Wide Web as primarily
a one-way broadcasting or publishing medium.
Richard Gordon, Medill School of Journalism Northwestern

24. What
If Social Media Is Not …
The Front Page
Home Page
Then What IS Social Media?
Or

25. Brand

26. Twitter + Facebook Integration

27. Leads To …

28. Often Forgotten … Easy To Do

29. Drives traffic to website
video blog

30. Northampton Chron @ChronandEcho Morning all, seems all
quiet overnight and nothing major on the roads...so far.
Headlines to follow
Not all tweets have to
be breaking news

31. Credibility For:
Brand + Journalists + Employees
Advertisers
New Hires
Partners

32. Journalists

33. 3 Aspects of Personal Branding
Your values,
goals &
story
Ethics &
credibility
Your
reputation
&
perceptions

34. Content - Both Personal & Brand
http://on.fb.me/1out8IE

35. wsvn.com
FaceHat Tip - Courtesy WSVN
Engagement

36. Hat Tip - Courtesy WSVN
Engagement

37. https://www.youtube.com/watch?v=NtM0JA-ZeKg
Diva Marketing Post
7 Tips To Rockin’ Facebook Engagement A La Frank Somerville
http://bit.ly/1vDkWtN

38. Content – Inspired from Passion
http://evelinabarry.blogspot.com/2013/07/love-photography.html

39. https://twitter.com/JSonnheim

40. To build digital
community
through social
sharing
Construct
now I care
tweets and
posts
Create personal
brands that
align with
corporate
values
Maintain
authenticity and
journalistic
credibility
The Point of Posting

41. http://smallbiztrends.com/
Hashtags:
Yours, Mine & Ours
Hash tags can increase
engagement almost 100% (2x) for
journalists and 50% (1.5x) for
news organizations. ~ Twitter

42. 1. Tweet your beat
2. Share some personal
3. Include urls, photos, video
4. @ cite your sources
5. Create lists
6. Thank your community
for retweets, mentions
7. Behind the scenes
8. Live tweet breaking news
9. Participate in tweet chats
10. More is less .. 120 characters
11. @ each other
12. Talk with your community!
Grow Your Twitter Community – Journalists

43. Accuracy 1st … never sacrifice for speed
e.g. breaking news posts
Verification of sources including digital
Credit: Quote marks, via @, thanks to
@ HT @ (Hat Tip)
Only Facts? Can Opinions Be Included?
Indicate if your opinion or an ‘editorial
post’

44. Be careful regarding perceived (digital)
bias. Q: Will who you follow impact
your reputation?
Errors: take responsibility, correct.
apologize
Inside Out Golden Rule:
Do unto others as they would like not
as you would want.
News organizations that tweet 20% fewer URLs and 100
more @mentions grow followers 17% more than
expected. ~ Twitter

45. “Your followers don't need you as much as you
think. They can easily move on to another
individual or change sources if they sense that you
aren't who they think you are.”
Professor (of media) Dennis Blader, University of New Haven

46. Advertising

47. Promotion

48. through paid & organic to grow social audience
Facebook Drives Reach

49. Take Aways
Know your goals
Know your website CPMs
Test types of content
Test targets
Communication among Sales, Social & Marketing
Hat Tip to T.J. McLarty, Austin Statesman

51. Share
https://www.flickr.com/photos/paguma/7407230
772/

52. Engage

53. Bring valuable
and entertaining
content to others
Define ourselves
to others
Grow and nurture
our relationships
Self-fulfillment
Tell about causes
or brands
WHY
People
Share
NYT Research http://nytmarketing.whsites.net/mediakit/pos

54. Social
Sharing
Influencers
Motivation to
connect with
with their
networks. You and
the brand are 2nd.
Trust is the cost of
entree
Keep it simple and
it will get share
and won't get
muddled

55. What’s on the Horizon?

56. New Fronts
Conde Nast - Digital Video Network

57. 80M
Users

59. http://maximum-plus.com/blog
/

61. The Social Disappearing Act
The Social Disappearing Act

63. #amaatsocial

64. Your
Community
Strengths/
Values Newspapers
Your
NP

65. Questions Your Responses
What is success for your
newspaper? For you?
What is your area/your beat of
expertise?
Who is your audience/s?
Who will you follow/friend?
What social networks will best
drive results?
Where will you dedicate your to
color outside the line time?
How will you actively
participate with your
community?
How often will you post and
when?
What type of content will you
focus on media posts, topic
curation, your creation?
Getting Started: Journalists

68. Your Next Steps
How Will You Reconstruct?

69. Continue the Conversation
Toby Bloomberg
@tobydiva
Www.divamarketingblog.com