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Session by Jody Brannon to the Association of Alternative NewsMedia, Washington, DC, Nov. 17, 2012
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PACKAGING with PURPOSEJODY BRANNONNATIONAL JOURNAL \ THE NEXT AMERICA
AAN
NOV. 17, 2012Washington
slidesha.re/ULTwiy
* 3i: The “I’s” have it
TARGET AUDIENCE & MISSION: THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS
+Building THE NEXT AMERICA
STAFF
AUDIENCESOCIALOUTREACH/PARTNERS
CONTENT CREATIONSTORIESGRAPHICSPACKAGING
FREQUENCY
ARCHITECTURE & DESIGN
Applying Google Lessons to Obama’s 2008 campaign Learn
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+“iPhones are for days, iPads for the nighttime”
Daniel Terdiman, Cnet, February 2012
+churn & timing
12% HIGHER clickthrough weekends on Facebook ads
65%HIGHER
3 hours avg. lifetime of a
FB post
engagement
before NOON
1B
Facebook Posts a Day
+Volume
only 30%-40%of fans see any given FB post
Edgerank Checker (top)AllFacebook.com (bottom)
most posts by pages seen by <10% of fans.
+Maximizing Social ReachBest time for Tweets is 5 p.m.
Improve CT% with 1 to 4 tweets per hour
CTR is higher on weekends
Best time to Tweet is noon-6 p.m.
Saturday is best day to share on FB
FB’s spikes are at noon and after 7 pm
Science of Social Timing
+ IMPROVEDENGAGEMENT
album > 180%
picture > 120%
video > 100%
WHEN A FACEBOOK POST INCLUDES VISUALS…CT% jumps
JeffBullas.com
EXTEND WITH • Photos• Quotes• Infographics
+Value 54% increased engagement when a Facebook post
bears an image
Citing Virtue
REQUISITE:
each item has a visual
UPWORTHY
+
Quick Visuals That Give Meaning to Numbers in the News
The alleged sexiness of ’50 Shades of Grey’: The Atlantic
2,121 holdsRecord single-title wait list at the Hennepin County, Minn., library
$151MNet worth of out-going Rep. Herb Kohl, D-Wisc.
1.4MImmigrants eligibleto stay and work after Obama’s edict
2 of 50post-tsunami
nuke reactors go online to give Japan summer AC
40-mphhaboobs
AZ drivers warned of driving during monsoon-season
1 in 5Californiansis Hispanic
+Election Night 2012: staffing and content?
No poll data
TV monitored
Blogosphere
Access to other sites (feeds, alerts, etc.)
Audience biorhythms
Chief demography reporter writing for mag & on TV
Graphic designer working on mag, not quick at Web graphics
+Election ‘12: Tuesday/Wednesday … Thursday > Friday magazinePOLLS
DATA
MAPS
CHARTS
NEWS
ANALYSIS
COMMENTARY
REACTION
+USA TODAY >example of multiple pressures facing newsroomsFacebook
Twitter > Sports
Tumblr (tagged: Sports)
Posterous?
Vimeo (promotional)
YouTube > channel or promotional?
+2012 Minorities Winning House Seats
+2012 Minorities Losing House Seats
+Minority House Winners by PartyBlue = Democrats; Red = Republicans
Minority House Losers by PartyBlue = Democrats; Red = Republicans; Orange = Independents
House Losers by Party Blue = Democrats winners; Red = Republican winners Notes: Excludes House races in which both candidates were minorities Winners are all white/non-Hispanics
Beyond the story: Packages and Editorial InnovationAAN Workshop | Nov. 17, 2012 | Washington Jody Brannon, National Journal/TheNextAmerica, part of Atlantic MediaOnline News Association > join us! journalists.org
Upworthy: “to make meaningful stories go viral”Browser plug-in for pull-quotes: ShareAsImage MUST-READS: Best of the Week
Shot at Fame! Electoral Maps: Results Indicate Deepening Racial Divide Among Voters> on Drudge: OBAMA WINS 39% OF WHITES…
Power of SEO & pickup (See Google search)Headline on the Web: Obama Needs 80% of Minority Vote to Win 2012 ... - National Journal > 17Klinked to from 3 New York posts by Jonathan Chait, tweeted by Rachel Maddow and linked to by Daily Kos, HBCUConnect, Electionism, TheWall, Scoop.It, MuckRack, and the Democratic Underground, among mostly left-leanng other sites. > EMPHASIZING NUMERALS & SYMBOLS Headline in the Magazine: The New Math > 15K
PACKAGING EXAMPLES Range of stories around the nation: Metro Diversity State by state: Analysis: How Much States Spend on Their Kids Does Matter Meet the Candidates > Meet the Victors Congress to be More Diverse Electoral Maps: Results Indicate a Deepening Racial Divide
