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Good afternoon!
John Wilpers, Senior ConsultantINNOVATION Media Consulting Group617.688.0137 / [email protected]
Twitter: johnwilpers; Blog: johnwilpers.wordpress.com
Presentations should start
with something memorable
So let’s try this:
I took this this morning on the Pier here...
... But this next slide is probably more memorable
That’s me (the big gal). I’ve played “Mother Ginger” in The Nutcracker in Boston for 15 years.
STRETCHING YOUR NEWS BUDGET WITH OUTSIDE
CONTENT SOURCES
Becoming the SOURCE of all the best content about your turf, not just the
CREATOR of the best content.
NEWSPAPERS WERE ONCE THE SOLESOURCE OF QUALITY INFORMATION
Not anymore.....
MILLIONS OF EXPERTS ARE BLOGGING EXQUISITELY ABOUT THEIR NICHE
2) They know more about their niche than your staff writers
1) They are professionals
3) They can write as well or better than your writers.
4) They can spread the word about you to their hundreds or thousands of followers
WHAT DO READERS WANT?
2) Information & community around shared interests
1) Local Information
3) Variety of viewpoints
4) Chance to participate
5) All the best information in one place to save time
What can newspapers do to OWN their
niches and attract, retain, involve, and leverage these new information creators
and consumers?
THE ANSWER?
No surprise, there is no ONE answer
There are lots of answers
And most involve “being found”
“BEING FOUND”
With thousands of people in your market needing
information and asking questions every day, you want
to “be found” as:
• THE source of local information in as many niches
as possible, and
• THE place with the answers to as many local questions as
possible.
“BEING FOUND”
You want to deliver ongoing, useful, valuable information about exactly what readers
need exactly when and where they need it.
“BE FOUND” BY BEING
“REMARK-ABLE”
Deliver content that is so good readers “remark” about it online, causing it to spread virally, attract
links, and thus improve your Google rank, making you all the more
“findable.” — “Inbound Marketing,” Brian Hallagan/Dharmesh Shah, 2010
HOW DO YOU DELIVER
“REMARK-ABLE”CONTENT?
You can’t create it all by yourself.
You need help.
Find people creating high-quality content in the areas you want to “own” and partner with them.
Bloggers
BLOGGERS?!
Relax.
OMG!
And let me explain.
THE BLOG FLOW IS NOW A TSUNAMI
• Twelve new blogs every minute
• More than 100,000 new blogs by day’s end
• Nearly 1 million posts/day
• 41,600 posts every hour
• 700 every minute
• 12 every second
Technorati, State of the Blogosphere Annual Report, Sept. 2008
BLOGS ARE EVERYWHERE& ARE ACCEPTED
• 184 million people worldwide have started a blog
• 346 million people worldwide read blogs
• 77% of active Internet users read blogs
(COMSCORE MEDIA MATRIX/August 2008, eMARKETER/May 2008, UNIVERSAL MCCANN/Mar, ’08)
THEY ARE WRITING ABOUT A WIDE VARIETY OF TOPICS
Technorati, State of the Blogosphere Annual Report, Sept. 2008
THEY DO IT FOR LOTS OF REASONS
Technorati, State of the Blogosphere Annual Report, Sept. 2008
Money is not the top reason, it’s not even in top five!
AND THEY ARE REAPING REWARDS
Technorati, State of the Blogosphere Annual Report, Sept. 2008
• Becoming semi-famous• Getting promotions• Changing professions • Getting more executive visibility
• RELEVANCE
High-quality local bloggers: A great bet to increase your
• REACH • REVENUE
HARNESS THAT ENERGY & TALENT
SOME DISAGREE
One Brazilian newspaper compared local bloggers to monkeys banging on keyboards. It was a funny PR
campaign, but it ignored a legion of high-quality local blogs
EVEN IF 50% OF BLOGGERS ARE MONKEYS…
That’s still leaves a TON of good LOCAL content
that you CURATE to increase your content
offerings.
INCREASE REACH AND RELEVANCEWith high-quality local bloggers,
readers see your paper and website as being created by them and for them.
Bloggers are thrilled to be asked to be part of your paper & website:
THE NEWSPAPER MAGIC STILL EXISTS
Word of mouth: the most effective, most trusted means of marketing. Publish local bloggers and unleash a legion of cost-free marketers!
YOU JUST HEARDPOWERFUL,VIRAL,GRASSROOTS MARKETING
Photo by looking4poetry on flicker, CC
YOUR BRAND STILL RESONATES
Your brand = the best in information; Extend that
brand to blogs & vlogs
Be THE source of all the best info in town, even if
you don’t create it! Curate and point off
Or host the blogs.Who could resist
a blog address like: www.papername.com/myname?
IT IS A WIN-WIN:
You get:• Great web content• Great print content• Increased ad inventory, and• Viral grassroots PR from happy bloggers
The bloggers get:• Big-time exposure in your newspaper and on your website• Increased traffic• Increased income• Prestige and fame!
BLOGGERS BRING TRAFFIC, LINKS, INCREASED GOOGLE RANK• The Christian
Science Monitor TRIPLED traffic on its Money in just two weeks when it introduced bloggers.
• One post, published just after midnight, got 25,000 PVs by noon
BLOGGERS BRING TRAFFIC, LINKS, INCREASED GOOGLE RANK• Almost
three-quarters of the more than 100,000 visits to GlobalPost’s outside bloggers were new visits.
• Visitors to GlobalPost’s non-staff blogs stayed on site an average 02:49.
BLOGGERS BRING TRAFFIC
• Four of the top 13 page view URLs were blogs or the blog home page
• Our longest time on a page was a blog
• Our highest unique page view page was a blog
• BostonNOW hosted 3,900 bloggers; 900 of whom posted regularly
BLOGGERS BRING TRAFFIC
• Between 12-20% of BostonNOW’s site traffic was to blogs; much of the classic “long tail” variety
• In less than 12 months, we attracted
773,000 unique visitors to a completely new product with no promotional budget
YOU GET RESULTS!
MetroBoston (’00) Denver (‘01) Dallas (’03) TampaBay (’06) BostonNOW (‘07)
BostonNOW
blank5 free papers, all the same -- but we,BostonNOW (the top line), had bloggers!
Launch dates:
Paper closed April 2008
SO, WHAT’S ONE OF THE BEST STRATEGIES TO
ACHIEVE YOUR MISSION?
After the previous 30 slides, do you really need time to think about that?
ANSWER:
HIGH-QUALITY BLOGS USED STRATEGICALLY
Vetted blogs written by experts in their niches.
Blogs covering every niche you want to own.
Published on your website, AND in your paper. In the theme-appropriate section,NOT in a “blogger ghetto”
THAT’S ALL VERY COOL, JOHN
Butshow us
the MONEY
EXAMPLES OF SALES RESULTS
• After the Christian Science Monitor’s success with our economy blogs, Smuckers signed up to sponsor the food blogs a month BEFORE we launched.
• BostonNOW did a $90,000 deal with a large regional bank mixing web and print budget to reach young college grads with text
and video content, and banners
BUT EDITORS ARE NERVOUS
Are we risking our hard-earned credibility opening our pages to outsiders?
NO!
You are still the gatekeeper.Don’t publish ALL the blogs, only the BEST blogs.
Photo by CayUSA on flickr/CC
THEY WORRY ABOUT THE UNKNOWN
How can I take responsibility for authors and content I know nothing about?
You vet them like you would any columnist or freelancer…
And pull them if they err.
EASY!
Photo by SarahFelicity on flickr/CC
THEY WORRY ABOUT PROFESSIONALISM
Don't you see any difference between
blogs by journalists and by readers?
ABSOLUTELY!
Reporters are trained to collect and check
facts; bloggers aren’t.
While many bloggers are excellent, you should
brand them graphically to make the distinction. Photo by Reinvented on flickr/CC
THEY FEAR NEFARIOUS ULTERIOR MOTIVES
Isn’t it just a clever way for publishers to
cut costs?
NO!
Most bloggers arenot reporters. We
still need reporters
Bloggers are an addition to your
local news products.Photo by St Stev on flickr/CC
THEY WORRY ABOUT THE FUTURE
Will community bloggers will be willing to produce their content for free in the future?
YES
Traffic, exposure, and brand extension are currently more valuable than a freelance check. Photo by Red5StandingBy on flickr/CC
THE ALTERNATIVE?
“Newspapers are going to see the relentless
emergence of new forms of media that might not even be … positioned as competition, but which have the potential to siphon off audience.”
— Andrew Nachison, Co-founder iFOCOS, a media think tank
Do nothing and the competition will eat your lunch
A NEW VISION: INCLUSION"Stop pretending your organization is an oracle. It's not. You don't know everything, and even if you did, you couldn't publish as much as you'd like to. Pointing to outside sources of information — especially local blogs and other media — is a great start …
A NEW VISION: CREATING TOGETHER“… It does not mean that you endorse what these folks are saying or vouch for it, but it does mean that you recognize that others in your community are creating media with at least some information other people might want to see." Dan Gillmor, Director, Knight Center for Digital Media Entrepreneurship, Arizona State Univ.
SO, THE KEY TO SURVIVING AND THRIVING?
BE FOUND!
You canʼt be found if youʼre not REMARK-ABLE
If you ARE remark-able, youʼll spread.
If you spread, youʼll rise in Google ranking, authority
If you rise, youʼll be found more often and youʼll increasingly own your market, and the future will
look a LOT brighter than it does today...
High-quality non-staff blogs can help you succeed in,
many, many ways.
BOTTOM LINE?
For free......
TODAY
Thank you!
John Wilpers, Senior ConsultantINNOVATION Media Consulting Group617.688.0137 / [email protected]
Twitter: johnwilpers; Blog: johnwilpers.wordpress.com
Now go home and find some
great bloggers
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