+ PACKAGING with PURPOSE JODY BRANNON NATIONAL JOURNAL \ THE NEXT AMERICA AAN NOV. 17, 2012 Washington slidesha.re/ ULTwiy
Packaging With Purpose
Nov 17, 2014
Session by Jody Brannon to the Association of Alternative NewsMedia,
Washington, DC, Nov. 17, 2012
Washington, DC, Nov. 17, 2012
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
+
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
More
Sign Up Now Join Us Now
Sign Up
1
2
3
4
+“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
Related Documents
