Facebook and Digital Strategies

Facebook and Digital Strategies

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It’s a world of disruptions

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More choices, more distractions

DVR and TIVO

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Role of social media

Social Media can be the thread to pull the audience back to you (TV & digital)

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What is your newsroom priority?

Or

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Frequency of Facebook UseDemographics

How often are you on Facebook?Based on those who have a Facebook account (numbers in parentheses).

►

Non-white (50)

White (354)

45-54 (139)

35-44 (133)

25-34 (132)

Women (234)

Men (170)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

22%

17%

12%

15%

25%

22%

11%

20%

36%

22%

38%

42%

35%

32%

30%

19%

19%

26%

17%

19%

23%

6%

14%

22%

6%

9%

12%

14%

6%

7%

10%

7%

3%

6%

8%

16%

8%

14%

9%

4%

7%

12%

Continuously Several times/day Once a day 2-3 times/week Once a week < once/week

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News Demo Sweet Spot

Hubspot.com

Breaking NewsHow consumers used the internet to follow the story

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Facebook’s newsfeed is NEWSColorado Shootings: Sources Used to Follow the Story

Men Women 18-24 25-34 35-44 45-54 55-64 65+

N = 153 170 32 55 59 63 57 57

National news website 44% 42% 66% 56% 39% 48% 33% 25%

Nat’l TV news 33% 43% 16% 25% 31% 41% 58% 49%

Cable TV news 37% 31% 13% 31% 31% 32% 53% 33%

Local TV news 25% 32% 13% 25% 27% 33% 30% 39%

Local newspaper website 14% 11% 13% 13% 8% 14% 11% 18%

Local TV news website 10% 9% 6% 7% 7% 16% 9% 12%

Facebook 6% 13% 31% 13% 7% 8% 4% 5%

Twitter 5% 3% 13% 9% 0% 2% 2% 2%

Denver-area website 3% 1% 0% 2% 5% 0% 4% 2%

Yahoo.com 3% 3% 3% 2% 5% 5% 2% 2%

Other internet site 4% 2% 3% 2% 5% 2% 4% 4%

► How did you follow the story about the shooting in the Denver-area movie theater after first learning about it?Based on those who looked for additional information.

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Boston: Sources Used to Follow the Story

Total

Nat'l TV news Cable TV news

Local TV news Nat'l news website

Facebook0%

20%

40%

60%

80%

100%

53%

36% 35%

25% 23%

39%

26% 28%20%

16%

During the day Later that day/evening

► Page 1 of 2Based on those who followed the story at each time.

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Boston: Sources Used to Follow the Story

Total

Local TV news website

Twitter Local newspaper website

Newspaper0%

20%

40%

60%

80%

100%

10% 7% 6%8%4% 5% 7%

During the day Later that day/evening

► Page 2 of 2Based on those who followed the story at each time.

Boston: Live Streaming

Key Observations More than a third of those surveyed used live

online video streaming to follow the story. Amazing consistency across all ages:

► Half of those 25-34 watched live online streaming…

► As did one-third of those 35-44, 44-64, and 65+

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Boston: Watched live online video streaming

Total / Age

65+ (105)

55-64 (103)

45-54 (99)

35-44 (93)

25-34 (111)

18-24 (88)

Total (599)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

35%

33%

25%

36%

49%

44%

37%

65%

67%

75%

65%

51%

56%

63%

Yes No

► Did you watch any live online video streaming news coverage about the explosions at the Boston Marathon?Based on those who heard about the story.Numbers in parentheses represent cell sizes.

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Twitter has value

Great for breaking news alerts Traffic information Used most in newsrooms Great for social interaction for

reality and edgy TV BUT…

► Not a strong base among 25-54► Information “disappears”► Gossip and “oddball driven”

Reach Do you have the

scale?

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Stations need to focus on getting likes

Facebook's Kay Madati to local media execs:

“Social engagement hinges on ‘likes,’ … and if you can't get to 200,000 likes on a page, it's almost not worth it.”

TV Newscheck: “Cue the incredulity from television who felt pretty good after crossing the 50,000 threshold.”

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3 goals for using Facebook

You want to do 1 of 3 things with Facebook.

1.Push people to website and monetize2. Increase TV viewing and TV revenue3.Monetize your Facebook page► Consider tools like Social News Desk

for security and daily revenue.

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Your Facebook pages are valuable

CJ&N research: 60% of those on Facebook are on continuously or several times a day

Math tells the story► WFSB 201,011+ likes► 70% are women = 140,700► Continuous/heavy usage = 84,420► Huge reach and frequency► WFSB ONE demo W25-54 point =

5,110 womenFacebook users may have higher FB viewing than news viewing

Facebook = Station image, includes prime,

news and alertsWebsite = News contentTwitter = Breaking alerts

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To post or not to post?

Assess the big picture Is it breaking news or a

weather alert?► If so, are you driving to TV?

Is it going to be a talker? How will you engage

users?

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Drive television viewing

Engage viewers by asking questions on FB during the show – but they have to watch TV to see the answer.

This post netted more than 3,100 comments about whether or not to keep one of our morning traditions going.

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Your mother told you to share

Ask for ‘likes’ and ‘shares’ ► 60,807 likes► 6,096 shares► 4,073

comments

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Engagement drives ratings and web traffic Shares - best way to

spread newsfeed/content and interest in stories

Strive for users to watch on-air or go to website

DRIVE them with the content

EngagementDOs and DON’Ts

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Huge content engine

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Engage with the writing

“The consumer isn’t a moron; she is your wife.”

"On the average, five times as many people read the headline as read the body copy.”

David OgilvyAd Exec

DOs

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Severe weather – an engaging lifesaver

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Breaking news: Facebook a major source

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Started with one user – a top July post

Socialbakers.com

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How to handle obits

Socialbakers.com

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Asking users to take action for a user

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Use Facebook to create personality

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Capture the emotion

DON’Ts

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Should user guess the story?

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Why post this? Why offend the user?

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Think of the user? Testicles? Really?

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Oh, and it’s not true

Action Steps

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Listen, respond, engage

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Know when your users are on Facebook Check your Facebook Insight data

► Generally top times are; 6 – 8 a. m. – Out the door, wakeup news Noon- 2 p.m. – News and fun (Busiest) 4 – 6 p.m. - News 9 p.m. – Second screening, catching up

Each time has a different user focus Weekends are high engagement, do

you have it covered beyond timed posts (which users dislike)? (Source: Hubspot)

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Assign Facebook duties around the clock

You wouldn’t put on a newscast without a producer.► Service your thousands of

“Likes” Use Facebook to solicit

stories Avoid “dead time”

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Drive TV ratings from Facebook

Create story arch and plan for Facebook to TV.

It’s a strategy more than just a series of random posts

We have done this successfully in two markets.

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Be there on major breaking news

Chances are your audience is on your digital platform. Are you providing the information?

Are you staffing digital properly?► Severe Weather“I was down in our apartment’s basement laundry room trying to find information on the websites of the three TV stations.  They did a very poor job and none of them were live streaming via their app.”

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Contact Info

Steve SchwaidVP of Digital Strategies, Sschwaid@CJNI.com941-706-1648 (o)

917-952=1392 (cell)

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Steve SchwaidVP of Digital StrategiesSschwaid@cjni.com