presented
by Columbia School of Journalism,
Social Media Weekend was a terrific event, and I would encourage everyone not only to attend but to sign up early! All 500 spots were filled a week before the event, so I was only able to attend on Sunday. Hopefully, I'm now on the mailing list for next year, so I will be registering bright and early in 2014.
True to its theme, the reach of the conference on social media was astounding! According to my garbled notes, there were almost 4,000 people participating in the conference - only about 500 of whom were registered. Others were commenting and participating via social media. As a result, the total reach of the conference - simply during the weekend itself - was about 6.4 million, worldwide! Pretty good for a conference taking place on one floor of the Columbia Journalism School, tucked into a corner of the Columbia campus way up on Morningside Heights!
If anyone is interested in reaching that audience, @Sree made it quite clear that the conference is looking for sponsors for next year's event.
In the meantime, here are my notes from Sunday's sessions:
Sunday, February 17
LinkedIn
Skills section of LinkedIn
Skills section of LinkedIn
- Think about which skills to list on the basis of what you want to do moving forward, rather than what you might have done in the past
- Keep in mind your personal brand – what skills properly reflect that brand?
- You don’t have to come up with the list of skills yourself – LinkedIn provides a list of skills to choose from
- The skills should be a mix of general and specific skills
Endorsements – useful, but the final assessment of its utility and how they should be used are still being determined
Twitter
Embed tweets into blog posts - details / more
- also embed code and link
Multiple tweets – don’t simply tweet the same item multiple times: make it different, e.g., add to or embellish, or mark REPOST
Consistent personas across the different social networks, but that doesn’t mean that the personas have to be identifcal - Twitter more casual
Session: @Sree: advanced workshop
Embed tweets into blog posts - details / more
- also embed code and link
Multiple tweets – don’t simply tweet the same item multiple times: make it different, e.g., add to or embellish, or mark REPOST
Consistent personas across the different social networks, but that doesn’t mean that the personas have to be identifcal - Twitter more casual
Session: @Sree: advanced workshop
Approach:
- Collect content all the time, including taking photos
- Share when appropriate
Almost everyone will miss almost everything you do on social media
Social media is like a goat
- a goat eats old content
- on social media, you can recycle old content
Experimentation is good
People react positively to do-gooder impulses
Twitter based on influencers, Facebook about likes
Etiquette: Don't beg for shares and likes; it's okay to ask to connect
Beware of hashtag hijacking, especially if you are trying to be controversial – hashtags may not end up being used for their original, intended purpose, e.g., #MuslimRage ended up taking on a different meaning than originally intended by Newsweek!
Revisit your social media profiles at least monthly
- separate items in your profile summary with *
- add links- make your feed blue - have lots of links - link, hashtags, @, etc.
- be thoughtful with your posts and tweets - he spends 3-6 minutes composing each tweet
- if you have multiple tweets, emphasize different aspects of same source
- try to make the tweets interesting, e.g., David Beard [@DABeard] - Washington Post does a regular feature of 5 myths every week
Be an early tester, but a late adopter. Some new social media networks and tools:
- Tout - 15-second videos
- Soundcloud
- rebelMouse
- sonar
- Jollyfy
- Nutshellmail , Twilert
- bliss control
Most important tools and apps - Storify, Flipboard
He is willing to pay (as an indication of importance) for Hootsuite, Spotify, tripit, runpee,
· Dorian
Benkoil [@dbenk], moderator
· Eason
Jordan [@EasonJordan], Now This News
· Zach
Seward [@ZSeward], Quartz
· Jonathan
Perelman [@JPerelman], Buzzfeed
Eason
· Mobile
social video creates a news opportunity
· Will
result in disruption of legacy media
· Revenue:
social advertising, sponsorships, syndication
o
For example, ADT is going to sponsor
series on the greatest manhunts
o
Syndication is big revenue opportunity –
content sites can insert preroll ads, which don't otherwise run on the parent
site
· Key
to avoiding social media mistakes: don't be an idiot
Zach
· Quartz
is geared to tablets and mobile
· Built
as a web app instead of a native app – based on the need to drive social media
o The Daily from NewsCorp. was a native app, therefore it was more difficult to
share
o
Quartz is also not subscription based
· Ad
strategy
o
No display ads
o
Instead using native ads/sponsored
content
o
Will later be doing events
· Approach:
the quality of followers is more important than numbers or "distribution
tricks"
Jonathan
· Building
a media company for the social age
· Buzzfeed’s
success is based on sharing
· Revenue
o
Based on revenue from sponsorship
o
Display ads problematic: 40% of mobile display
ad clicks are accidents due to fat fingers
· Has
30-40 million uniques, 40% mobile and social
· Approach
to content
o
Content has to be shareable before it
can be viral.
o
According to Jonah Peretti, there are 13
rules to make something go viral
o
The web has progressed from portal to
search to social
o
In this environment, editors and
advertisers both compete for viewer attention
o
Also, different networks spread
differently, so characteristics such as speed to takeoff and longevity will
vary
o
With sharing of content, they want to
reach beyond intended target so that the target will be included in the sharing
population
Keynote Session: Steve Rubel [@SteveRubel]. Marketer point of view
Media cloverleaf - traditional, owned, hybrid, social
Stakeholders don't distinguish whew one medium begins and another ends
Lots of media being created. Stakeholders are going to miss things
There is a Continental Divide between the news we actually read and the news we say we read
Biggest opportunities yet to come as media business models adapt to a new reality
Even the AP is partnering with Samsung and Twitter to create sponsored tweets
Content is no longer optional. As various disciplines converge, it's imperative.
At
the same time, there is no scarcity of content.
Economic realities create new opportunities
As scarcity erodes, even Oprah has issues. Her interview with Lance Armstrong did not have the same size of audience she had had in broadcast – it is harder than ever to gather a mass audience
A few media companies can offset the erosion of analog dollars with digital subscriptions. Most cannot and will seek new revenue streams as ad rates are pressured by robotic buying exchanges
Will also have to solve the problem of ads on mobile because banner ads don't work on mobile
Economic realities create new opportunities
As scarcity erodes, even Oprah has issues. Her interview with Lance Armstrong did not have the same size of audience she had had in broadcast – it is harder than ever to gather a mass audience
A few media companies can offset the erosion of analog dollars with digital subscriptions. Most cannot and will seek new revenue streams as ad rates are pressured by robotic buying exchanges
Will also have to solve the problem of ads on mobile because banner ads don't work on mobile
New ways to partner with the press under the banner of paid content distribution: syndication, integration, co-creation
- paid content syndication resembles advertorials. It's the in-stream distribution of branded content
-- quartz - every fourth story is sponsored
- paid content integration closely resembles product placement. The brand is woven into the storyline. Example - Buzzfeed
- paid content co-creation resembles a stadium sponsorship
-- likely to prevail
-- funds a new vertical that didn't exist before
-- mobile will celebrate adoption
-- more like a media buy
------------
No comments:
Post a Comment