involving your-audience
DESCRIPTION
Engage them, include them and get more of them. This session explores crowdsourcing, polls and surveys, focus groups, social media and interactive copy formats to make sure your audience feels connected to your publication. After all, you're planning and producing it for them. /title slide image based on CC-SA-NC license; M. BrinkleyTRANSCRIPT
involving
ideas from Sarah Nichols, MJE#hsjTX @sarahjnichols
youraudience
Friday, November 16, 12
why audience matters
• consider your publication, staff goals
• people are talking; be part of the conversation
• understanding your readers improvesyour coverage
• strive for long-term relationships
Friday, November 16, 12
big idea #1
The way to build sustainable relationships with your readersis to be interesting, relevant, unique.
Friday, November 16, 12
what we know
• compelling images
• multiple entry points
• striking layouts
• captivating stories
• something for everyone
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... but this is not that session!
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going social (or getting better at it)
• necessary in order to be relevant
• requires new thinking
• provides challenges in terms of measurement
• complex (many tools, ways to measure)
• changes constantly (new tools, options)
Friday, November 16, 12
crowd sourcing
• readers feel connected to stories whenthey’re affected personally or know othersin the same situation
• invite your audience to be interviewed orto provide important information
• adds context, meaningful details
• casts a wider net in finding sources(you don’t know everyone!)
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crowd sourcing
• ask for reader input: provides a teaser to upcoming coverage and helps measure student interest
• monitor comments for potential sources or secondary angles
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everyone’s a photographer
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#quarrybowl
• create or promotea common hashtag
• gather additional angles, sourcesfor existing stories
• comment or like photos to gain follow-backs
• ask for the photos you’d like to use in your publication
Friday, November 16, 12
using hashtags
• invites readers to share information, interact
• easily searchable
• choose carefully (length, simplicity)
• #whitesweatergirl
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submitted photos
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invite story submissions
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adding an app
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professional tools
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focus groups
• organized feedback with targeted audiences
• by topic, medium, season, issue
• provides time for Q/A, idea sharing
• the why
• the how
Friday, November 16, 12
sports focus group
Friday, November 16, 12
find a focus
• topic-specificvs. open-ended
• incentives
• avoiding oversaturation
Friday, November 16, 12
big idea #2
Talk less and listen more.
Friday, November 16, 12
reader feedback
• asking your audience to share their likes, dislikes, reactions shows your commitment to their wants/needs
• Survey Monkey, Survey Gizmo, Poll Daddy
• aim for 10 percent minimum student sample
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instant feedback
• ask about more/less coverage
• wants/needs
• cover design
• school colors
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Friday, November 16, 12
show & tell
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snacks for surveys
• short question set
• friendly faces
• incentives (food!)
• open-mindedapproach totheir criticism
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Friday, November 16, 12
see what sticks
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trendspotting
• let your audience show you what they’re thinking about through their online activity
• assign your social media editor to monitor the news feed
• assign newer staffer members to findthree new story ideas from their friends’ social media content
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monitor posts for activity
Friday, November 16, 12
monitor posts for activity
Friday, November 16, 12
monitor posts for activity
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big idea #3
The strategies will change but the goal should stay the same. How can you evaluate your progress?
Friday, November 16, 12
measuring your reach
• campus buzz
• sales and circulation
• followers, friends, fans, likes, retweets
• pageviews
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measuring your reach
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promotion expands visibility
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Friday, November 16, 12
big idea #4
Look beyond the numbersand create quality content.
Friday, November 16, 12
studying best practices
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treat your audience like a friend
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spot news
• social media as instant reporting tool
• tags help extend your reach
• going viral vs. having sharable content
• invite participation (likes, comments, shares)
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Friday, November 16, 12
learn by example: #election2012
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interactives
• things to click or do to engage with content
• QR codes for additional content online
• quizzes/matching quick-reads (print, digital)
• CoverItLive or online chats
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link to photo galleries
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link to photo galleries
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Friday, November 16, 12
#hallowhitney: 213 Instagram photos
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big idea #5
Do something nobody elseis doing.
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managing the chaos
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2013DETAILSSOCIALMEDIAGUIDE
• create your ownsocial media guide
• revisit constantly
• establish consistency
• revisit goals
best practices
Friday, November 16, 12
holler!
• @sarahjnichols
• about.me/sarahjnichols
Friday, November 16, 12