unleashing the power of 360°audience engagement to build ... · brand development unleashing the...
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Brand developmentUnleashing the power of 360° audience engagement to build your journalism brand
Ellen MayerEngagement Consultant,Hearken, USA
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Hearken means “listen.”
We help news organizations listen to the public as a story develops from pitch to publication.
Our unique model is called public-powered journalism.
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ENGAGEMENT CONSULTANT
newsroomsaround the world
and counting
80ELLEN MAYER@ELLENREBECCAM
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How unleashing the power of 360° audienceengagement can help build your brand.
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Traditional Institutions / Journalism
LISTEN TO ME!
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YOU
YOUR READER
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Give Your AudienceA reason…
• to read• to engage• to share• to care
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ENGAGEMENT
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EDITORIAL DECISION-MAKING
REPORTING + PRODUCING
PUBLISHING + DISTRIBUTING
?????????????
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LISTEN TO ME!
Traditional Journalism:
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Engaged journalism:
I’m Listening to you
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Hearken means “listen.”
We help news organizations listen to the public as a story develops from pitch to publication.
Our unique model is called public-powered journalism.
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Traditional journalism story cycle
COMMENTS
@WEAREHEARKEN
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Hearken story cycle
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Hearken platform
SUBMISSIONEMBED
VOTING EMBED
ENGAGEMENT MANAGEMENT SYSTEM (EMS)
SUBMISSION EMBEDS VOTING EMBEDS EMAIL OPT-INS + CRM INTEGRATIONS
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Olivia Allen-PriceKQED REPORTER
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Cultivateyour public’s interest
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EricKQED LISTENER
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HEARK!NEW QUESTION!
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Validate your public’s interest
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Satisfyyour public’s interest
MEDIAN KQED STORY
HEARKEN STORY
11X
1:16
HEARKEN STORY
PAGEVIEWS
TIME ON PAGE
COMMENTS 59
5:32
INDUSTRY AVERAGE
“Bay Curious has proven to be extremely popular and widely viewed, generating 11 to 15 times more page views than the newsroom’s other stories.”
— scott burg, Rockman et. al research
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Give Your AudienceA Reason To Care
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Give your audience a reason to read:
They see themselves / their peers represented in the news.
They’re invested because they’veparticipated in the process.
You’re reporting distinctive and original stories that no one else is reporting.
You’re satisfying their curiosity.
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Value SeekingOPTION 3: PROBLEMS
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HOLY GRAILSTORIES
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They get social capital when you feature their ideas.
They see their peers engaging and being featured.
Their input directly influences the news and impacts their community.
They get access to people, places they can’t otherwise access.
Give your audience a reason to engage:
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Give your audience a reason to share:
They’re excited to share a new discovery with friends.
They want their question to win a voting round!
They’re also promoting their own ideas / appearance in the news.
They’re invested because they’veparticipated in the process.
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Here’s whatyou get
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Benefits: Newsrooms
Relevant, differentiated content from competitors and the echo chamber
Authentic, targeted, free marketing by participants and networks
Brand loyalty, goodwill of an audience that is heard, considered and respected
Lead generation for subscription, membership, audience development.
Continuous, fresh stream of unique story ideas.
Higher-performing stories that start from proven audience desires
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How unleashing the power of 360° audienceengagement can help build your brand.
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EDITORIAL DECISION-MAKING
REPORTING + PRODUCING
PUBLISHING + DISTRIBUTING
CONVERTING
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Converting• Learn from audience input and data• Follow up with participants + sustain engagement• Build relationships with engaged readers• Give them opportunities to convert• Turn participants into brand ambassadors
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PRE-POPULATE MESSAGES FOR SOCIAL SHARING
Give people the opportunity to share:
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Follow up with your participants:
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Convert them to new platforms:
COLLECT EMAILS FOR YOUR NEWSLETTERAND INTEGRATE WITH EMAIL TOOLS
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Invite participants to live events:
BUS + WALKING TOURS NETWORKING EVENTS LIVE NEWS SHOWS
AUSTRALIAN BROADCASTING CORPORATION CHALKBEAT KCRW
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Identify leads for subscriptions:
New LeadsWBEZ COLLECT EMAILS AND
INTEGRATE WITH YOUR CRM!
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EDITORIAL DECISION-MAKING
REPORTING + PRODUCING
PUBLISHING + DISTRIBUTING
CONVERTING
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How are you creating opportunitiesfor participation?
How and how often are you letting the public know they can participate?
What rewards are you offering for participating? Would you act on those rewards?
How are you thanking and acknowledging people for their participation?
How does the public’s participation actually influencethe work you do?
How are you following up? What next steps are you creating for future engagement with your participants.
Cardinal Questions:
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YOU
YOUR READER
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YOU YOUR READERS
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Hearken means “listen.”
We help news organizations listen to the public as a story develops from pitch to publication.
Our unique model is called public-powered journalism.