Involving your audience [spring13]

involving

ideas from Sarah Nichols, MJE#hsjSF @sarahjnichols

youraudience

Saturday, May 4, 13

why audience matters

• consider your publication, staff goals

• be part of the conversation — it’s happeningeither way

• understand your readers — it improvesyour coverage

• strive for long-term relationships

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big idea #1

The way to build sustainable relationships with your readersis to be interesting, relevant, unique.

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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)

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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

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using hashtags

• invites readers to share information, interact

• easily searchable

• choose carefully (length, simplicity)

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using hashtags, promoting photos

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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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big idea #2

Focus groups provide opportunities to let readers drive coverage and dictate expectations.

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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

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sports focus group

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find a focus

• topic-specificvs. open-ended

• incentives

• avoiding oversaturation

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big idea #3

Talk less and listen more.

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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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show & tell

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show & tell

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snacks for surveys

• short question set

• friendly faces

• incentives (food!)

• open-mindedapproach totheir criticism

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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

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monitor posts for activity

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monitor posts for activity

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big idea #4

The strategies will change but the goal should stay the same. How can you evaluate your progress?

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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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big idea #5

Look beyond the numbersand create quality content.

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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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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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#hallowhitney: 213 Instagram photos

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big idea #6

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

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holler!

• @sarahjnichols

• about.me/sarahjnichols

• sarahjnichols.sjn@gmail.com

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