digital news and alternative distribution
DESCRIPTION
Slides from the APME Newstrain workshop, March 26-27, 2010TRANSCRIPT
Journalism Next: Alternative Distribution
Mark Briggs, CEO, Serra MediaAuthor of Journalism 2.0 and Journalism Next
March 26-27, 2010
1
Friday, March 26, 2010
Alternative distribution
Social media
Search engines
Social capital
2
“But above all - good writing still prevails. Quality, relevant, in-depth content will not only attract the bots, but will capture new audience as well.”
- Monica Wright Search Engine Journal
Friday, March 26, 2010
3
Social media
“This isn’t just a kind of fad… I’m afraid you’re
not doing your job if you can’t do those things.” - Peter Horrocks, BBC
★ Sharing on Facebook: up 500% in past 6 months
★ Volume on Twitter: up 16x in past year (1.2 billion tweets in Jan.)
Friday, March 26, 2010
4
Sharing
Friday, March 26, 2010
5
The Big 3
Friday, March 26, 2010
Facebook referrers are the best
6
Social
Friday, March 26, 2010
"We knew we needed to join these social media communities. But we can't just show up to the party, say 'we're here' and drink everyone's beer."
- Daniel Honigman
7
Social media
Friday, March 26, 2010
Add a layer of journalism
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Breaking news
Crowdsourcing
Beat development
Public interviewing
Quality assurance
Distribution
Career development
Social media
Friday, March 26, 2010
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Social media
Friday, March 26, 2010
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Social Media
- Be relevant: And timely
- Informative: Share others’ if needed
- Instructive: Tips and advice welcome
- Include a link: More than 140
- Reflect your personality: Judiciously
- Build relationships: Ask, answer questions
Follow the 80 / 20 rule
Friday, March 26, 2010
11
Social media
Friday, March 26, 2010
Social capital“The advantage created by a person’s location in a structure of relationships”
Becoming the “trusted center” and/or becoming allied to the “trusted center” through digital communication
Leveraging networks to build the brand
Trust guides - the importance of transparency
12
Social media
Friday, March 26, 2010
Get out of your comfort zoneParticipate in the conversation by placing a comment on a traditional news story and at a blog or website that is not affiliated with a news organization. Compare and contrast the experience.
Join or follow the social media channel (Twitter, Facebook, etc.)for a news organization other than your own.
Find a niche social network (eg. wiredjournalists.com) to join at http://socialmediaanswers.com/niche-social-networking-sites/ or create your own at Ning or Google Groups.
13
Social media
Friday, March 26, 2010
Grow your groupsGeneric large-scale networks like Facebook, Twitter, LinkedIn, MySpace.
Niche social nets like Gather.com or CafeMom.com
Build a niche social net on Ning or Google
14
Social media
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15
SEO (search engine optimization)
Friday, March 26, 2010
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SEO (search engine optimization)
“This boring headline is written for Google”
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SEO (search engine optimization)
1. Write for robots and readers
2. Keywords, Keywords, Keywords. Think about Journalism 101: who, what, where.
3. Use conversational language that makes the reader want to know more. Be direct, and focus on the unique.
4. Don't be afraid to inject a little attitude.
Headline writing
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18
Email newsletters
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19
Alternative Distribution Strategy1. What is Your Objective?
2. Who is Your Internal Evangelist?
3. Who on Your Team Will Help?
4. Check Your Tech: Do you have the tools you need?
Group assignment
Friday, March 26, 2010
Alternative distribution
20
Questions?
Friday, March 26, 2010