Richmond Times Dispatch Powers | Rue | Uspensky | Wagman | Weeden
What are we here to do? Make Richmond Times Dispatch the biggest brand buzz-maker in the media category
What is buzz? Positive impressions of a brand Shareable content Consumer-consumer influence
“Buzz, the modern variant of gossip, is a combination of marketing communication (which is all about telling our commercial stories) and public relations (used to narrate particular angles of a story) in a highly networked world.” - Angelo Fernando
“Buzz is noisy with activity.” - Google http://findarticles.com/p/articles/mi_m4422/is_6_21/ai_n13677970/,
How do you get buzz?
Have a smart social media strategy
What makes a smart social media strategy? Shareable content Accommodating an organic sharing process An understanding of your target’s online behavior
What’s the point? Buzz is happening online. In the U.S. 18-44: 48% have Facebook profiles 45+: 23% have Facebook profiles
But, RTD exists mostly offline.
RTD strategy as a print publication: Richmond Times Dispatch is the Richmondarea’s source for information. goal: boost subscriptions
Current Print Audience 18-34: 48% 35-44: 66% 45-54: 71% 55+: 76% Current Digital Audience 18-34: 19% 35-44: 18% 45-54: 16% 55+: 10% timesdispatch.com, quantcast.com, facebook.com
timesdispatch.com- 633,000 page visits last mo. RTD Facebook- 4,823 fans RTD Twitter- 3,256 followers
timesdispatch.com, quantcast.com, facebook.com
Challenge There is a channel-content-target disconnect
All Content
All Channels
One Target
Opportunity With a smart social media strategy, we can broaden our online audience and create meaningful buzz
RTD strategy as a media company: Richmond Times Dispatch has the information worth talking about. Goal: become buzz-worthy
Content
Channel
Targets
Targets
Channel
Content
How can we bring this to life?
TARGET
Facebook Users In the U.S. 18-44: 48% have profiles 45+: 23% have profiles Based on our Readership 18-44: 215,328 have profiles 45+: 109,204 have profiles
CHANNEL
Separate tabs for relevant information
Different Twitter feeds for information buckets
CONTENT
Featured Student Article weekly student article housed on timesdispatch.com shareable on Facebook so author can re-post to their social networks timesdispatch.com > Facebook
Local Deals on Facebook deal “tab” on facebook allows followers to post deals around town feature “deal of the day” on timesdispatch.com Facebook > TimesDispatch.com
Local Business Deals on Twitter Local businesses can direct tweet @RTD Negotiate a freebie/deal for @RTD to tweet to their followers First follower to RT the post, gets the prize Twitter > Facebook
Reporter vs. Reporter Olympia Meola vs. Jeff Schapiro Each write op-ed articles on same topic Readers/users vote on/comment on favorites Reporters promotes themselves via Twitter Twitter < > timesdispatch.com
You have the content Put it in the right place for the right people
How we can get this done? Itâ&#x20AC;&#x2122;s pretty much free Need the staffing Hire a full time social media strategist Interns from local universities
How do we defend from copycats? Dedicated staff who are willing and able to push forward and bring buzz to the paper from the inside-out.
?
source: http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
source: http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Establish a Baseline
Before Social Media
After Social Media
Establish a Baseline Compare Against a Desired Effect Website Traffic
Subscriptions
Before Social Media
After Social Media
Utilize Tools to Track Social Buzz
Estimated Web Traffic Increase 36,451 additional online visitors/month
5.8% increase in web traffic
New York Times
Richmond Times Dispatch
Patterns are similar, with scalability
Thank You
Appendix
Facebook Fans: 4838 Clickthru rate of 3% Avg. 5 posts/day
4838 x .03 = 145 visits/post 145 x 5 = 725 visits/day 725 x 30 = 21,750 visits/mo
Twitter Followers: 3,267 Clickthru rate of 3% Avg. 5 posts/day
3267 x .03 = 98 visits/post 98 x 5 = 490 visits/day 490 x 30 = 14,701 visits/mo = 36,451 additional online visitors/month
% Change = old - new old
669,451 - 633,000 633,000
= 5.8% increase