Generic NDM PowerPoint Template

1
Tapping into the Twitterstream Paul
Colgan Managing Editor, The Punch
2
Agenda

• Introduction
• Strategy for social media
• Where we are The pace of change
• Media industry views on social media

3
Tapping into the Twitterstream

• Paul Colgan
• Managing Editor, The Punch
• 0431 481 861
• colgo_at_thepunch.com.au
• twitter.com/colgo
• facebook.com/pacolgan
• Skype pacolgan

4
(No Transcript)
5
(No Transcript)
6
Strategy for social media

• Should everyone engage?
• Great for pushing messages, but what about
  dealing with the criticism or possible
  backlashes?
• Competition for consumer time
• One study says people consuming 27 hours of media
  every day
• Mixing media use in real-time not new (ad
  overlays on TV shows) but an increasing trend
• Brands and organisations that dont have a
  strategy will fail to connect with the public in
  this environment
• At least, learn to use the search tools to tap in
  to relevant conversations
• Future Needing social media presences just like
  you need a website?

7
Strategy for social media

• Be clear on what you want to do, even if steering
  clear
• Have simple content rules. This is basic editing.
• Which people are going to use the platforms?
  (accountability)
• How often should they use them?
• Critically What will the subject matter be?
• Be clear on what you want to achieve
• Have measurable targets traffic, new business,
  complaints resolution, more brand awareness
• Online tracking (e.g. Google analytics) can help
  measurement
• Advice from the BBC
• Fall forward, fast make many small bets, iterate
  wildly, back successes, kill failures, fast.

8
Pace of change
9
Pace of change

• Rapid evolution of technology platforms
• When did YouTube launch?
• 2005
• Facebook?
• 2006
• These have quickly become major influences in the
  media and information market - and our lives.

10
Permanence

• Everything published online should be considered
  permanent
• Deleting doesnt always work

11
Industry views of social platforms

• Threat
• Marketing channel (Two-way)
• Source
• Question Credibility?

12
Threat

• Product offering News distributed through social
  media is
• Tailored
• Relevant
• Rewarding
• STOP PRESS News can be fun!
• Newsgathering Possible replacement as a
  newsgathering operation cit-j sites, Twitter
• My opinion No evidence they cannot co-exist, but
  journalists need to give people good reasons to
  keep visiting them
• Revenue Competition for ad dollars with products
  that offer niche, target audiences

13
Source

• Real-time search the living web
• Twitters new home page emphasises search
• Facebook status updates now searchable
• Instant news, reaction and updates
• Mumbai terrorist attack
• Iran elections

14
Source

• Radar reporting watching online activity
• Using online tools to scan activity
• Sky News UK has a Twitter correspondent
• At least one major Australian online newsroom
  using Twitter as a radar tool
• Geelong woman fired over email
• Kyle Sandilands / Jackie O rape revelation
• Hudson and Denver plane crashes
• SFO passport rejections (not true)
• Surely useful in corporate / community sectors
  too
• Identifying trends and tastes
• e.g. Woolworths / Coles staff with Facebook
  customer hate groups

15
Marketing

• Highly effective distribution channels
• The 3 biggest external referrers of traffic to
  The Punch are
• Google
• Twitter
• Facebook
• Audience engagement
• Two-way conversation
• Know your audience

16
Credibility

• Jeff Goldblum v Richard Wilkins
• Spam, memes, increasing noise
• Hoaxing is nothing new
• Similar protocols apply
• Facts to be verified by trusted sources

17
What happens next?

• Facebook buys FriendFeed
• Users can interact with dozens of social
  platforms from a single interface
• Facebook could become a mega-portal for social
  media platforms or not.
• Twitters potential
• Company surprised at how users have used the
  platform
• Simplicity of the data input 140-character
  message means the stream is much more malleable
• E.g. ukhols

18
(No Transcript)
19
Questions