Packaging With Purpose

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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

http://liesdamnedliesstatistics.com/2010/09/the-secret-to-facebook-success-post-pics-on-friday-morning.html

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?

http://www.usatoday.com/reporters/

https://www.facebook.com/usatoday

https://twitter.com/usatoday

https://twitter.com/usatoday_sports

http://usatoday.tumblr.com/

http://www.tumblr.com/tagged/usa-today-sports

http://pinterest.com/source/usatoday.com/

http://www.linkedin.com/company/usa-today

http://vimeo.com/49599658

http://www.youtube.com/user/USATODAY

+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

http://nationaljournal.com/thenextamerica

https://members.journalists.org/membership

http://www.upworthy.com/

http://shareasimage.com/

http://nationaljournal.com/thenextamerica/politics/the-next-america-roundup-postelection-opinions-and-commentary-20121116

http://nationaljournal.com/thenextamerica/politics/electoral-maps-results-indicate-deepening-racial-divide-among-voters-20121107

http://feedproxy.google.com/~r/DrudgeReportFeed/~3/erL1YqjhWPU/electoral-maps-results-indicate-deepening-racial-divide-among-voters-20121107

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&ved=0CFAQFjAD&url=http://www.nationaljournal.com/thenextamerica/politics/obama-needs-80-of-minority-vote-to-win-2012-presidential-election-20120824&ei=eYmnUN-lM8jK0AGruoH4CQ&usg=AFQjCNFvvjdrxqE48Wa78ibLJgSjnUBc1A&sig2=U1MCgdeq7euriRJnU-YBsg

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CDgQFjAD&url=http://hbcuconnect.com/content/237058/obama-needs-80-of-minority-vote-to-win-2012-presidential-election-article&ei=-E1rUIb2CcLv0gHK_4HgAQ&usg=AFQjCNEWGpmJ01a-7QHv49ZHf0g9Lt3laQ&sig2=YjZX-XcvSubNbDdiMesqhg

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=7&ved=0CE4QFjAG&url=http://www.electionism.com/post/30801801683/obama-needs-80-of-minority-vote-to-win-2012&ei=-E1rUIb2CcLv0gHK_4HgAQ&usg=AFQjCNEadg_F6s56OWILNRNUjgiR6YP6Ng&sig2=9V1AfVpvpPbh9mtFaHFqNQ

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CCgQFjAB&url=http://thewall.com/topics/40421-obama-needs-80-of-minority-vote-to-win-2012&ei=-E1rUIb2CcLv0gHK_4HgAQ&usg=AFQjCNEnNCRC8ZA3TCFdJoQocBQMH8UhzA&sig2=j4Wla9Y9cgTY98qiWXDfGg

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=6&ved=0CEcQFjAF&url=http://www.scoop.it/t/election-by-actual-not-fictional-people/p/2578152332/obama-needs-80-of-minority-vote-to-win-2012-presidential-election&ei=-E1rUIb2CcLv0gHK_4HgAQ&usg=AFQjCNHa4OATD-yYQ56gKyIbb6rQw15_Dg&sig2=iObI_69h18aUrkJuJlKNNw