This document discusses how social media and changing reader behaviors are disrupting newspapers and providing both opportunities and risks. It recommends that publishers think of themselves as providing a branded experience and service rather than just a product. Examples are given of how the Washington Post created a wider footprint through partnerships while designing its social reader app for the future. Both experimentation and drawing insights from reader behavior on different platforms and channels are advised. The document also notes some of the hidden costs and challenges of social media for publishers.

1. Social News.
Social Media & Newspapers: Thoughts on Things to Come
Bradley Wilkerson, 68 Comeback
James Hutto, Valeo Marketing
February 9, 2012

2. JH + BW = 25 yrs of digital

3. Lila +1

4. Coverage...
1 What’s Happening
2 How you should be thinking & planning
3 Tools to actually do it

5. Pop Quiz

6. % of your readers by...
Web?
Social Media?
Specific channel (email, twitter, fb, LinkedIn)?
Specific device/app/browser?

7. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)

8. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)

9. The Rise of Google+

11. The Takeaway:
1 SM is ubiquitous & fast moving.
2 Rapidly changing reader behavior & expectations.
3 Disruption = Opportunity (and risk)

12. Go Forth & Enable

13. I LOVE THIS:
“the only way to earn money in publishing is by having a strong
and identifiable brand with a unique offering”
- Chris Anderson, WIRED Magazine

14. Key Concept: Branded Experience
1 Think Service, not Product.
2 How can you improve your reader’s experience?
3 Opportunities around your own marketing, operations, and
value proposition to your readers.
4 Move progressively from CAPEX to OPEX.

15. Example: WaPo Social Reader
• Aggregates preferred content via Facebook.
• 5 millions user since September 2011.
• Hyper-local (no distribution out side of D.C.).
• Created a wider footprint through
partnerships that expand the scope of its content.

16. Start designing for the future now.
16

17. Strategy: Design for the Future Now
1 Experiment & make mistakes. Learn from it.
2 Draw insight from reader behavior on platforms & channels.
3 Look for ways to add value to their present experience.

18. Tactics:
1 Like, Tweet, Google+
2 Social sign-in
3 RSS
4 Integrate with Email. Better Email in general.
5 Infographics
6 Mobile/Apps

19. Whoa, Nellie.
(Reality Check)

20. SM or S&M?
1 Hidden cost is sweat.
2 Great new tools. Great new problems.
3 Exposure (duh).
4 How much time should you spend on SM?

21. GOT MOBILE?

22. Thank You
Brad@68CB.com / James@ValeoMarketing.com