USA TODAY: More Than Just News. A Social Media Case Study
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Transcript of USA TODAY: More Than Just News. A Social Media Case Study
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USA TODAY: More Than Just News. A Social Media Case Study
Brian Dresher: USATODAY.com Twitter: @bdresher
Blog: social.usatoday.com
August 6, 2010
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Where is the USATODAY.com community?
Brands need to adapt to the rules of the playgrounds in which they’re playing.
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Opening the conversation
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Macro to Micro: Transformation of News Brands Before social networks
After social networks
Audience Journalists
Photo courtesy of http://www.flickr.com/photos/thivierr/1784499687/ Photo courtesy of
http://www.flickr.com/photos/mararie/3313582639/
Photo courtesy of
http://www.flickr.com/photos/quinnanya/3003245982/
Journalists Audience
Photo courtesy of
http://www.flickr.com/photos/jamescridland/613445810/
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Macro to Micro: Breaking News
Photo courtesy of Janis Krums, http://twitter.com/jkrums/status/1121915133
Macro news
Micro news
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Managing Twitter
• Engagement - @USATODYtravel - More than 80 readers joined the debate on walking barefoot in hotel rooms. What's the verdict? http://bit.ly/bIIzqM #hotel #travel
• Story Leads - @barbdelollis - Are you #snowbound/stranded in a #hotel ? If so, I'm interested in hearing abt yr experience for a story. Email me @ [email protected]
• Meet Ups - @CruiseLog - Anyone else going on Carnival's Bloggers Cruise this weekend? I'll be on board (and blogging) starting Saturday and would love to meet up!
• Opportunity - @USATMediaLounge - Have you got your tickets to the @Mashable Summer Tour hitting DC, hosted @USATODAY http://bit.ly/amrUTJ
• Awareness - @HiltonAnaheim - We are looking forward to donating Blankets/Cribs to @GCHope tomorrow morning!
• Customer Service - @USATODAYservice - @LinsayPattan Our apologies for the issue with the paper machine. Contact USA TODAY Customer Service @ 800-USA-0001 for a refund of the $1
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Monitoring Your Brand
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Monitoring Trends
(Snow + Hotel + Can’t Fly) X Twitter =
Source: “Hotel Hotsheet,” by Kitty Bean Yancey, http://blogs.usatoday.com/hotelhotsheet/2009/03/snowbound-in-a.html
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Steps USA TODAY Took to Sell Internal Staff on Twitter
• Started small. One person buying-in leads to another and another.
• Shared success stories.
• Defined roles for members of our organization.
• Created internal education plan.
• Prepare monthly report showcasing metrics.
These steps have helped to turn doubters into believers!
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Tips for Brands to Reach Users on Twitter
• Understand value of Twitter etiquette: re-tweets, replies, and thank yous.
• Use sites such as WeFollow to find and follow Twitterers who cover similar topics.
• Follow other internal Twitter feeds, industry experts, major brands, clients, competitors, etc.
• Identify best hashtags to have tweets discovered as well as search for other Twitterers tweeting on same subject.
• Optimize tweets so that they’re easily re-tweetable.
All of the above <ps lend themselves to increasing Followers and Engagement!
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Educate and Inform our Audience about Twitter
Tweets posted to the comments sec.on.
Source: “Hotel guests: What's the 1st thing you do after check in?” by Barbara DeLollis, http://content.usatoday.com/communities/hotelcheckin/post/2009/05/67083873/1
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Enhance On-Site Twitter Presence
Source: “Gene mutations tied to children’s stuttering,” by Rita Rubin, http://www.usatoday.com/news/health/2010-02-11-stutter11_ST_N.htm
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Twitter Hashtag Charity Campaign
• Free, full-page color ad in USA TODAY valued at $190,000.
• Over 60,000 tweets.
• Reached over 67M Twitter followers.
• More than 500 organizations were tweeted about.
• Tweeted by dozens of celebrities including Pink, Tony Hawk, Willie Nelson, Eva Longoria, and the founder of Twitter, @Jack.
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Facebook Features
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Characteristics of Facebook Fan Pages
Engaging • Regularly updated, fun, and user-friendly.
Content Unique to FB • Photos or recurring features unique to FB.
Interactive Features for Users • Discussion boards or daily questions of the day. • User uploaded photos.
Informative • Info about new products (e.g., iPhone app, Kindle). • Promotion of events (e.g., journalist meet-up at ComicCon).
Transparent • Public responses to public questions, comments, and complaints.
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Social Media Partnerships
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What the Fark?
Photo courtesy of Charles Apple, http://bit.ly/66KZZT
+Photo courtesy of http://bit.ly/aYERG7 Photo courtesy of Brian Dresher
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Social Media Blog
• Share our internal case studies.
• Inform our audience on what we’re reading related to social media.
• Announce new products and site features.
• Interact with consumers, advertisers, analysts and anyone who wants to chat! http://social.usatoday.com
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Location-Based Services
Source: Geek and Poke, ���http://www.cloudave.com/files/geofatigued.jpg
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Location and News Brands
• Geo-targeted messages – Receive tips from news brands when checking-in at location.
• Trend spotting – Create mash-ups of location-based data with Google Maps.
• Find sources – Identify users who have checked in near the location of a story in development.
• Meet ups – Organize events for fans of journalist or news brand.
• Badging – Recognize and reward users who engage with brand.
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Competitive Analysis of Social Media
Mainstream media
Anyone with a cell phone
Mainstream media + Anyone with a cell phone
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Measuring the Impact of Social Media
A variety of metrics are used to evaluate social networking performance:
• Monthly referrals to USATODAY.com as measured by on-site analytics.
• Upstream traffic to USATODAY.com and competitive set as measured by Hitwise.
• Audience demographic and growth as measured by ComScore. • Changes in number of Fans and Followers. • M-O-M and Y-O-Y comparisons for all of the above.
Social networking also requires an understanding of Return On: • Engagement • Interaction • Awareness • Influence
Quan<ta<ve and qualita<ve measurement are equally important!
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The Future of Social Media – Connecting Everywhere
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Social Networking Impact on Role of Brands
• Publish content to a blog.
• Optimize title tags so that they are SEO-friendly.
• Submit content to social media sites (e.g., Yahoo Buzz, Digg, etc.).
• Upload multi-media to Flickr, YouTube, and iTunes.
• Maintain Facebook Fan Page presence.
• Tweet and monitor Twitter for trends and ideas.
Need to know what tools exist and how and when to use them!
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Developing your Social Media Plan
1. What do you hope to achieve by having a social network presence?
2. Who is your target audience and where do they spend their time?
3. How will you create buy-in with internal staff that this is a priority?
4. What metrics will you use to gauge success?
5. Who are your competitors and what do they do on social networks?
6. How do your on- and off-site social media activities support each other?
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Summary
• Social networking is logical extension of onsite community and social media initiatives.
• Social networking allows for increased engagement and exposes personality of the brand and increases traffic.
• Commitment to social networking requires commitment to learn, apply latest tools, and experiment.
• Social media is here to stay. Each day allows us opportunity to tap new audiences.
Twi$er: twi1er.usatoday.com Facebook: facebook.com/usatoday Blog: social.usatoday.com YouTube: youtube.com/usatoday Fark: fark.usatoday.com Gowalla: gowalla.com/usatoday