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Facebook and Digital Strategies

Facebook and Digital Strategies. It’s a world of disruptions. More choices, more distractions. DVR and TIVO. Role of social m edia. Social Media can be the thread to pull the audience back to you (TV & digital ). What is your newsroom priority?. Or . Frequency of Facebook Use.

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Facebook and Digital Strategies

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  1. Facebook and Digital Strategies

  2. It’s a world of disruptions

  3. More choices, more distractions DVR and TIVO

  4. Role of social media Social Media can be the thread to pull the audience back to you (TV & digital)

  5. What is your newsroom priority? Or

  6. Frequency of Facebook Use Demographics ► How often are you on Facebook? Based on those who have a Facebook account (numbers in parentheses).

  7. News Demo Sweet Spot Hubspot.com

  8. Breaking News How consumers used the internet to follow the story

  9. Facebook’s newsfeed is NEWS Colorado Shootings: Sources Used to Follow the Story ► How did you follow the story about the shooting in the Denver-area movie theater after first learning about it? Based on those who looked for additional information.

  10. Boston: Sources Used to Follow the Story Total ► Page 1 of 2 Based on those who followed the story at each time.

  11. Boston: Sources Used to Follow the Story Total ► Page 2 of 2 Based on those who followed the story at each time.

  12. Boston: Live Streaming Key Observations • More than a third of those surveyed used live online video streaming to follow the story. • Amazing consistency across all ages: • Half of those 25-34 watched live online streaming… • As did one-third of those 35-44, 44-64, and 65+

  13. Boston: Watched live online video streaming Total / Age Did you watch any live online video streaming news coverage about the explosions at the Boston Marathon? Based on those who heard about the story. Numbers in parentheses represent cell sizes. ►

  14. Twitter has value • Great for breaking news alerts • Traffic information • Used most in newsrooms • Great for social interaction for reality and edgy TV • BUT… • Not a strong base among 25-54 • Information “disappears” • Gossip and “oddball driven”

  15. Reach Do you have the scale?

  16. Stations need to focus on getting likes Facebook's Kay Madatito local media execs: “Social engagement hinges on ‘likes,’ … and if you can't get to 200,000 likes on a page, it's almost not worth it.” TV Newscheck: “Cue the incredulity from television who felt pretty good after crossing the 50,000 threshold.”

  17. 3 goals for using Facebook You want to do 1 of 3 things with Facebook. • Push people to website and monetize • Increase TV viewing and TV revenue • Monetize your Facebook page • Consider tools like Social News Desk for security and daily revenue.

  18. Your Facebook pages are valuable • CJ&N research: 60% of those on Facebook are on continuously or several times a day • Math tells the story • WFSB 201,011+ likes • 70% are women = 140,700 • Continuous/heavy usage = 84,420 • Huge reach and frequency • WFSB ONE demo W25-54 point = 5,110 women • Facebook users may have higher FB viewing than news viewing

  19. Facebook = Station image, includes prime, news and alerts Website = News content Twitter = Breaking alerts

  20. To post or not to post? • Assess the big picture • Is it breaking news or a weather alert? • If so, are you driving to TV? • Is it going to be a talker? • How will you engage users?

  21. Drive television viewing • Engage viewers by asking questions on FB during the show – but they have to watch TV to see the answer. • This post netted more than 3,100 comments about whether or not to keep one of our morning traditions going.

  22. Your mother told you to share • Ask for ‘likes’ and ‘shares’ • 60,807 likes • 6,096 shares • 4,073 comments

  23. Engagement drives ratings and web traffic • Shares - best way to spread newsfeed/content and interest in stories • Strive for users to watch on-air or go to website • DRIVE them with the content

  24. Engagement DOs and DON’Ts

  25. Huge content engine

  26. Engage with the writing • “The consumer isn’t a moron; she is your wife.” • "On the average, five times as many people read the headline as read the body copy.” David Ogilvy Ad Exec

  27. DOs

  28. Severe weather – an engaging lifesaver

  29. Breaking news: Facebook a major source

  30. Started with one user – a top July post Socialbakers.com

  31. How to handle obits Socialbakers.com

  32. Asking users to take action for a user

  33. Use Facebook to create personality

  34. Capture the emotion

  35. DON’Ts

  36. Should user guess the story?

  37. Why post this? Why offend the user?

  38. Think of the user? Testicles? Really?

  39. Oh, and it’s not true

  40. Action Steps

  41. Listen, respond, engage

  42. Know when your users are on Facebook • Check your Facebook Insight data • Generally top times are; • 6 – 8 a. m. – Out the door, wakeup news • Noon- 2 p.m. – News and fun (Busiest) • 4 – 6 p.m. - News • 9 p.m. – Second screening, catching up • Each time has a different user focus • Weekends are high engagement, do you have it covered beyond timed posts (which users dislike)? (Source: Hubspot)

  43. Assign Facebook duties around the clock • You wouldn’t put on a newscast without a producer. • Service your thousands of “Likes” • Use Facebook to solicit stories • Avoid “dead time”

  44. Drive TV ratings from Facebook • Create story arch and plan for Facebook to TV. • It’s a strategy more than just a series of random posts • We have done this successfully in two markets.

  45. Be there on major breaking news • Chances are your audience is on your digital platform. Are you providing the information? • Are you staffing digital properly? • Severe Weather “I was down in our apartment’s basement laundry room trying to find information on the websites of the three TV stations.  They did a very poor job and none of them were live streaming via their app.”

  46. Contact Info Steve Schwaid VP of Digital Strategies, Sschwaid@CJNI.com 941-706-1648 (o) 917-952=1392 (cell)

  47. Steve Schwaid VP of Digital Strategies Sschwaid@cjni.com

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