Richmond Times DispatchPowers | Rue | Uspensky | Wagman | Weeden

Make Richmond Times Dispatch the biggest brand buzz-maker in the media category

What are we here to do?

Positive impressions of a brand

Shareable content

Consumer-consumer influence

What is buzz?

“Buzz, the modern variant of gossip, is a combination of marketing communication (which is all about telling our commercial

stories) and public relations (used to narrate particular angles of a story) in a highly

networked world.”- Angelo Fernando

“Buzz is noisy with activity.” - Google

http://findarticles.com/p/articles/mi_m4422/is_6_21/ai_n13677970/,

Have a smart social media strategy

How do you get buzz?

Shareable content

Accommodating an organic sharing process

An understanding of your target’s online behavior

What makes a smart social media strategy?

Buzz is happening online.

In the U.S.18-44: 48% have Facebook profiles

45+: 23% have Facebook profiles

What’s the point?

But, RTD exists mostly offline.

Richmond Times Dispatch is the Richmond-area’s source for information.

goal: boost subscriptions

RTD strategy as a print publication:

Current Print Audience

18-34: 48%

35-44: 66%45-54: 71%55+: 76%

timesdispatch.com, quantcast.com, facebook.com

Current Digital Audience

18-34: 19%35-44: 18%45-54: 16%55+: 10%

timesdispatch.com- 633,000 page visits last mo.

RTD Facebook- 4,823 fans

RTD Twitter- 3,256 followers

timesdispatch.com, quantcast.com, facebook.com

There is a channel-content-target disconnect

Challenge

All Content

All Channels

One Target

With a smart social media strategy, we can broaden our online audience

and create meaningful buzz

Opportunity

Richmond Times Dispatch has the information worth talking about.

Goal: become buzz-worthy

RTD strategy as a media company:

Channel

Targets

Content

Channel

Targets

Content

How can we bring this to life?

TARGET

Facebook Users

In the U.S.18-44: 48% have profiles

45+: 23% have profiles

Based on our Readership18-44: 215,328 have profiles

45+: 109,204 have profiles

CHANNEL

Separate tabs for relevant information

Different Twitter feeds for information buckets

CONTENT

weekly student article housed on timesdispatch.com

shareable on Facebook so author can re-post to their social networks

Featured Student Article

timesdispatch.com > Facebook

deal “tab” on facebook

allows followers to post deals around town

feature “deal of the day” on timesdispatch.com

Facebook > TimesDispatch.com

Local Deals on Facebook

Local businesses can direct tweet @RTD

Negotiate a freebie/deal for @RTD to tweet to their followers

First follower to RT the post, gets the prize

Local Business Deals on Twitter

Twitter > Facebook

Olympia Meola vs. Jeff Schapiro

Each write op-ed articles on same topic

Readers/users vote on/comment on favorites

Reporters promotes themselves via Twitter

Reporter vs. Reporter

Twitter < > timesdispatch.com

You have the content

Put it in the right place for the right people

It’s pretty much free

Need the staffing

Hire a full time social media strategist

Interns from local universities

How we can get this done?

Dedicated staff who are willing and

able to push forward and bring buzz

to the paper from the inside-out.

How do we defend from copycats?

?

source: http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

source: http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Before Social Media

Establish a Baseline

After Social Media

Before Social Media

Establish a Baseline

After Social Media

Compare Against a Desired Effect

Subscriptions

Website Traffic

Utilize Tools to Track Social Buzz

5.8% increase in web traffic

36,451 additional online visitors/month

Estimated Web Traffic Increase

New York Times

Richmond Times Dispatch

Patterns are similar, with scalability

Thank You

Appendix

Facebook

Twitter

Fans: 4838Clickthru rate of 3%Avg. 5 posts/day

4838 x .03 = 145 visits/post145 x 5 = 725 visits/day725 x 30 = 21,750 visits/mo

Followers: 3,267Clickthru rate of 3%Avg. 5 posts/day

3267 x .03 = 98 visits/post98 x 5 = 490 visits/day490 x 30 = 14,701 visits/mo

% Change = old - new

old

669,451 - 633,000

633,000

= 5.8% increase

= 36,451 additional online visitors/month