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PREPARED BY: ALISA LEONARD VICE PRESIDENT, STRATEGY & PLANNING I [email protected] HEARST NEWSPAPERS STRATEGIC ASSESSMENT: STATE OF THE UNION February 2012

Newspapers & Digital Disruption: State of the Union

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Page 1: Newspapers & Digital Disruption: State of the Union

PREPARED BY: ALISA LEONARD VICE PRESIDENT, STRATEGY & PLANNING I [email protected]

HEARST NEWSPAPERS STRATEGIC ASSESSMENT: STATE OF THE UNION !

February 2012

Page 2: Newspapers & Digital Disruption: State of the Union

A WORD…!

§  This document is an edited and abridged version of a larger strategic analysis assignment I was engaged to lead in 2011-2012

§  As such, competitive insights and particular sections and slides have been omitted

§  This presentation is intended to present insights into what it means to be in the business of information exchange in today’s socially-connected, always-on world

ALISA LEONARD // [email protected]

Page 3: Newspapers & Digital Disruption: State of the Union

CONTENTS!

§  Introduction §  Insights §  SWOT Analysis & Hierarchy of Needs

§  The Path Forward

ALISA LEONARD // [email protected]

Page 4: Newspapers & Digital Disruption: State of the Union

B A C K G R O U N D I P E R S P E C T I V E

INTRODUCTION

!

Page 5: Newspapers & Digital Disruption: State of the Union

CRITICAL PERSPECTIVE DISRUPTION & THE NEW INTERMEDIARY!

§  I n t h e 2 0 t h c e n t u r y , t h e n e w s m e d i a t h r i v e d b y b e i n g t h e i n t e r m e d i a r y o t h e r s n e e d e d t o r e a c h c u s t o m e r s

§  I n t h e 2 1 s t t h e r e i s a n e w i n t e r m e d i a r y : S o f t w a r e p r o g r a m m e r s , c o n t e n t a g g r e g a t o r s a n d d e v i c e m a k e r s c o n t r o l a c c e s s t o t h e p u b l i c

§  T h e n e w s i n d u s t r y , l a t e t o a d a p t a n d c u l t u r a l l y m o r e t i e d t o c o n t e n t c r e a t i o n t h a n e n g i n e e r i n g , fi n d s i t s e l f m o r e a f o l l o w e r t h a n l e a d e r s h a p i n g i t s b u s i n e s s

PEW RESEARCH

ALISA LEONARD // [email protected]

Page 6: Newspapers & Digital Disruption: State of the Union

THE QUESTION!

W H AT I S S O C I A L M E D I A’ S R O L E W I T H I N A N E W S O R G A N I Z AT I O N "( I . E . H O W C A N W E L E V E R A G E I T T O C R E AT E VA L U E ? ) …

Page 7: Newspapers & Digital Disruption: State of the Union

W H AT I S T H E R O L E O F A N E W S M E D I A O R G A N I Z AT I O N I N T O D AY ’ S A LW AY S - O N , S O C I A L LY C O N N E C T E D W O R L D

( I . E . H O W D O W E C R E AT E VA L U E ? ) …

THE QUESTION RE-FRAMED!

Page 8: Newspapers & Digital Disruption: State of the Union

ADAPTING TO SOCIAL MEDIA IS NOT ABOUT CHOOSING

A SET OF PLATFORMS OR TECHNOLOGIES!

•  Social media reflects changing shifts in how consumers behave – the web is an entirely social space that connects people in real-time to other people, places and information. Almost every touch point on the web has some aspect of social connectivity– from comments and shares to +1’s

•  Social media represents a change in standard communications protocols, disrupting the means and control of content production and distribution

•  Ultimately, social media impacts news organizations in almost every aspect of the newspaper value chain

CONTENT SOURCES

CONTENT PRODUCTION DISTRIBUTION AUDIENCE

DEVELOPMENT SALES &

MONETIZATION

ALISA LEONARD // [email protected]

Page 9: Newspapers & Digital Disruption: State of the Union

DIGITAL EVOLUTION, AND IN PARTICULAR SOCIAL MEDIA, HAS DISRUPTED THE NEWSPAPER VALUE CHAIN!

LINK THEN NOW

CONTENT SOURCES

CONTENT PRODUCTION

DISTRIBUTION

AUDIENCE DEVELOPMENT

•  Journalists •  AP

•  Printing press •  Text & photos •  Expensive multi-media for the web

•  Fixed timing •  Newsstand •  Home delivery •  B2B & B2C

•  Readership growth through newsstand & B2B distribution

•  Subscriptions •  Web site traffic

•  Journalists / AP •  Data sources (APIs, DMPs, databases) •  Consumer content + conversation •  Partners

•  Printing press •  Text & photos •  Expensive multi-media for the web

•  Always-on, real-time 24/7 •  Myriad of channels / consumer social spaces •  C2C and C2B push-button distribution through

sharing

•  Myriad of digital means: social spaces & databases, SEO, email, mobile

•  Digital audience profiling •  Product development

SALES & MONETIZATION

•  Ad sales (offline + online) •  Static/ implicit performance •  Subscriptions

•  Sales (offline + online) & marketing services •  Audience monetization / exchanges •  Dynamic implicit & explicit performance

Page 10: Newspapers & Digital Disruption: State of the Union

A NEW MODEL EMERGESTHE BUSINESS VALUE OF SOCIAL MEDIA LIES IN HOW IT IS"

LEVERAGED ACROSS THIS NEW VALUE CHAIN

CONTENT SOURCES

CONTENT PRODUCTION

MULTI-PLATFORM

DISTRIBUTION

AUDIENCE DEVELOPMENT

KNOWLEDGE MANAGEMENT

SALES & MONETIZATION

GOVERNANCE FEEDBACK LOOP

TO CONTENT CREATORS

TRENDING DATA FOR SALES &

EDITORIAL

REPORTING & KPIs TO

PUBLISHING & EDITORIAL

PRODUCT INNOVATION & MARKETABLE

CONTENT

MARKETING SERVICES

ALISA LEONARD // [email protected]

Page 11: Newspapers & Digital Disruption: State of the Union

THIS IS THE STATE OF THE UNION!

T R E N D S – D A T A – I N F O R M A T I O N – I N S I G H T S

Page 12: Newspapers & Digital Disruption: State of the Union

F I N D I N G S I I M P L I C A T I O N S

INSIGHTS

!

Page 13: Newspapers & Digital Disruption: State of the Union

INSIGHTS FROM A MACRO TO MICRO PERSPECTIVE!

Social Media Diagnostic Tactical-practical

Value Chain Assessment Strategic imperatives

Trend Analysis Big picture

ALISA LEONARD // [email protected]

Page 14: Newspapers & Digital Disruption: State of the Union

HOW TO READ THIS ANALYSIS!

TREND ANALYSIS

•  Audience behaviors, trends and expectations that affect the state of news

•  Competitors and market forces that are shaping and re-shaping the industry

•  Technologies, tools and products transforming the news industry

VALUE CHAIN ASSESSMENT

•  Findings from our ecosystem analysis in the context of the newspaper value chain

•  This section is designed to identify core opportunities for Hearst newspapers as it pertains to leveraging social across the value chain

SOCIAL MEDIA DIAGNOSTIC

•  Quantitative and qualitative review of existing newspaper social spaces

•  Deep-dive into individual branded spaces in order to asses practices and performance that impact the value social media could provide

[EDITED] [EDITED // ABRIDGED] [OMITTED]

ALISA LEONARD // [email protected]

Page 15: Newspapers & Digital Disruption: State of the Union

MAJOR THEMES EMERGED THROUGH OUR RESEARCH & ANALYSIS !

PEOPLE

•  Critical need for tiered (basic-advanced) training curriculum across newsroom editorial, sales and marketing teams

•  Audiences must be embraced and utilized

as content co-creators & distributors

•  Need to re-define R&R and daily processes for Journalists

•  Need dedicated talent, discipline and

process for managing brand-level social spaces and conversations across the Hearst newspaper platform

PROCESS

•  Critical need for central Governance and oversight with localized rules of engagement

•  Must implement standard rules of

engagement and social media editorial style guidelines, and processes for individual journalists to use social media for sourcing, distributing content and engaging audiences

•  Need standard process and tools to

create insights-driven social media editorial programming and daily social engagement activities/optimization by brand-level community managers

ALISA LEONARD // [email protected]

Page 16: Newspapers & Digital Disruption: State of the Union

MAJOR THEMES EMERGED THROUGH OUR RESEARCH & ANALYSIS !

PLATFORMS

•  Critical need for knowledge management platform and reporting feedback loop to inform journalists, editorial, sales and marketing

•  Need standardized social media management and monitoring tools with advanced permissions for central management across the newspaper brand network and custom, local implementation by journalists, social media community managers, and marketing teams

•  Development for Facebook’s Read, Listen, Watch API’s is crucial in the next 6 months

PRODUCT

•  The future of news is visual storytelling. Visual content creation needs to be developed as a core competency

•  Growth requires product innovation

leveraging social data and a consistent user participation framework across all digital channels

•  Greater social integration with mobile, site

and search is critical for maximizing content sourcing, distribution through social spaces, audience development and sellable marketing services

•  Online ad products must keep up with

marketing trends, and the services model needs clarity and scalability across brands

ALISA LEONARD // [email protected]

Page 17: Newspapers & Digital Disruption: State of the Union

TREND ANALYSIS!

L O O K I N G A T T H E B I G P I C T U R E

Page 18: Newspapers & Digital Disruption: State of the Union

CRITICAL PERSPECTIVE SOCIAL MEDIA SIGNALS BIG SHIFTS IN PUBLISHING DYNAMICS!

§  I n a m e d i a w o r l d w h e r e c o n s u m e r s d e c i d e w h a t n e w s t h e y w a n t t o g e t a n d h o w t h e y w a n t t o g e t i t , t h e f u t u r e w i l l b e l o n g t o t h o s e w h o u n d e r s t a n d t h e p u b l i c ’ s c h a n g i n g b e h a v i o r ""

PEW Research

Page 19: Newspapers & Digital Disruption: State of the Union

DISINTERMEDIATION AND THE EMERGENCE OF A NEW SOCIALLY-IMPACTED VALUE CHAIN!

•  We are experiencing the rapid acceleration of Moore’s Law: Means of content creation and production have become cheaper, faster and more ubiquitous

•  Content scarcity has given way to content overload

•  Fixed and controllable channels of distribution have been displaced by open networks

•  Audiences are no longer passive recipients but co-creators and distributors of content and conversation

•  Advertisers are becoming their own publishers, giving rise to a focus on “earned media”

ALISA LEONARD // [email protected]

Page 20: Newspapers & Digital Disruption: State of the Union

NEWS CONSUMERS ARE VERY SOCIAL, DIGITAL CONTENT “SNACKERS” & CREATORS

OPPORTUNITY TO LEVERAGE NEWS AUDIENCE FOR CONTENT CO-CREATION !

•  Online surpassed print for news

consumption for the first time in 2011

•  65% of 18-29 year olds get their news primarily online

•  48% of 18-34 year olds see news first on Facebook

•  Consumers of print and online news

index in the highest, most active brackets of Forrester’s Technographics ranking: Social “Creators”, “Joiners” and “SuperConnected” mobile users

•  Consumers prefer to follow specific news topics, and will bounce around multiple sources “snacking” on topical content and gaining multiple perspectives

Sources: PEW Research Facebook iCrossing news consumer panel & Forrester Research

ALISA LEONARD // [email protected]

Page 21: Newspapers & Digital Disruption: State of the Union

WHAT ARE THEY “SNACKING” ON & CO-CREATING? VISUAL CONENT

LEVERAGE SOCIAL DATA & DATA VISUALIZATION AS SOURCES OF VISUAL CONTENT

•  12% drop in text-based content consumption over last year

•  Over 2 billion video views on YouTube per day

•  60 billion photos are uploaded and shared on Facebook every month

•  Infographic content dramatically risen in popularity as with increased access to data presents opportunities for visual storytelling

•  Popular and fastest growing content platforms focus on visual, curated and co-created content: Pinterest, Hulu, Huffington Post, Tumblr, Flickr, Facebook, YouTube, Buzzfeed, Flipboard

Sources: PEW Research

ALISA LEONARD // [email protected]

Page 22: Newspapers & Digital Disruption: State of the Union

THE FUTURE OF NEWS IS VISUAL STORYTELLINGVISUAL CONTENT SUCH AS INFOGRAPHS & VIDEO ARE AMONG THE WEB’S MOST CONSUMED

CONTENT ACCORDING TO A RECENT COMSCORE STUDY

Page 23: Newspapers & Digital Disruption: State of the Union

NEWS MEDIA IS THE THIRD MOST “PINNED” CONTENT ON PINTEREST, FASTEST GROWING INDEPENDENT SITE IN HISTORY

ALISA LEONARD // [email protected]

Page 24: Newspapers & Digital Disruption: State of the Union

IN ADDITION TO CONTENT INNOVATIONS, NEWS ORGANIZATIONS MUST INNOVATE THEIR AD PRODUCTS

OPPORTUNITY TO LEVERAGE SOCIAL DATA FOR HIGHLY TARGETED ADVERTISING PRODUCTS

A recent 2011 PEW study found: •  21% of all ads on news sites are in-house

ads

•  News organizations’ online properties are not attracting fast growing types of online advertising, including video which is expected to grow 43% in 2012

•  Only 3 of the 22 news organizations assessed (New York Times, CNN and Yahoo!) use highly targeted, dynamic advertising based on audience behavior or social data

•  Hearst is uniquely positioned now with iCrossing’s Core Audience to aggressively capitalize on product innovation

ALISA LEONARD // [email protected]

Page 25: Newspapers & Digital Disruption: State of the Union

NEWS LEADERS ARE EXPERIMENTING WITH SOCIAL MEDIA ACROSS THE VALUE CHAIN

OPPORTUNITY FOR HEARST TO EXPLOIT AREAS OF THE VALUE CHAIN IN WAYS COMPETITORS ARE NOT!

•  Content Sources: consumer conversation data, social trends, bloggers, UGC and curated consumer content, social data visualizations

•  Content Production: On-the-ground and live-streaming journalist videos, dedicated data visualization production teams

•  Distribution: Branded & journalist social spaces, viral distribution through Facebook apps, partnered social syndication

•  Audience Development: Audience growth through community management, app development and co-creation opportunities allow the audience to feel part of the story

•  Monetization & Sales: NYTimes rewards responsible social activity with paywall credits; Washington Post sells inventory in their SocialReader app

ALISA LEONARD // [email protected]

Page 26: Newspapers & Digital Disruption: State of the Union

Social Content Development/Product Innovation: Consumer Co-Creation

COMPETITORS ARE EXPERIENTING WITH CONTENT DEVELOPMENTOPPORTUNITY FOR HEARST TO CURATE HYPER LOCAL CONTENT "

THROUGH COMBINED DATA + AUDIENCES APPROACH!

Social Content Development/Product Innovation: Data Curation

Page 27: Newspapers & Digital Disruption: State of the Union

Social Distribution & Audience Development: Talent

COMPETITORS ARE TAKING EITHER A TALENT OR TECH APPROACH TO DISTRIBUTION

OPPORTUNITY FOR HEARST TO DRIVE INNOVATION WITH A TALENT + TECH APPROACH!

Social Distribution & Audience Development: Technology

Page 28: Newspapers & Digital Disruption: State of the Union

Audience Development: Driving deep site engagement by

surfacing content users are reading

AND THEY ARE EXPERIMENTING WITH INTEGREATED SOCIAL ENGAGEMENT/CONNECTIVITY

TRENDS TOWARDS SURFACING CONTENT MERCHANDISING BASED ON SOCIAL ACTIVITY!

Audience Development: “Like-gating” content on-site

Page 29: Newspapers & Digital Disruption: State of the Union

THE NEW YORK TIMES IS TRANSPARENT ABOUT ON-SITE SOCIAL MEDIA INTEGRATION

BY EDUCATING THEIR AUDIENCE ABOUT SOCIAL INTEGRATION, THEY DRIVE GREATER PARTICIPATION!

ALISA LEONARD // [email protected]

Page 30: Newspapers & Digital Disruption: State of the Union

SOCIAL CONTENT AGGREGATORS & CREATORS ON THE RISE NEWS ORGANIZATIONS SEEK TO SCALE CONTENT THROUGH CURATION!

Percolate aggregates social content and allows for push-button publishing to sites and social spaces

Contently crowdsources content for publishers and brands

PopTent curates pro-sumer video content

ALISA LEONARD // [email protected]

Page 31: Newspapers & Digital Disruption: State of the Union

SOCIAL TOOLS & TECHNOLOGIES HAVE BEGUN TO MATURECRITICAL TO IMPLEMENT STANDARD TOOLS FOR MANAGEMENT & MONITORING!

MANAGEMENT: AUDIENCES

MANAGEMENT: CONTENT

MEASUREMENT MONITORING

*Categorizations based on core capabilities

Page 32: Newspapers & Digital Disruption: State of the Union

IN ADDITION TO TOOLS & TECHNOLOGY, NEW DISCIPLINES AND SKILLS ARE EMERGING, REPLACING CHAOS WITH CAPABILITIES!

•  In addition to great content, social media success requires talent with specific skills and training

•  Two key disciplines are emerging: 1)  Engagement Planning 2)  2) Community (Audience)

Management

•  Engagement Planning focuses on answering the who, what, when, when and “how often” of content and engagement

•  Community (Audience) Management focuses on daily publishing and audience development and require both soft people skills and hard analytical skills

ALISA LEONARD // [email protected]

Page 33: Newspapers & Digital Disruption: State of the Union

A SPECIAL NOTE ON FACEBOOK: STRATEGICALLY FOCUSED ON DISTRIBUTING THE WORLD’S ENGAGING CONTENT !

•  Facebook cannot be ignored: 800 million users, half of which are mobile

•  20% of all web page views

•  56% of all content shared online

•  38% of click-throughs on content that is shared on the web

•  New API’s and Timeline feature illuminates critical Facebook strategy: they are focused on being the central hub for multi-media content

•  Facebook’s API’s encourage apps that allow users to Read, Listen & Watch– and news organizations are quick to develop for this platform

ALISA LEONARD // [email protected]

Page 34: Newspapers & Digital Disruption: State of the Union

A SPECIAL NOTE ON GOOGLE: STRATEGICALLY FOCUSED ON SOCIAL DATA ACROSS ALL PLATFORMS & PRODUCTS!

•  Similar to Facebook, Google is making an aggressive play for premium content and social connectivity

•  Google has stated in 2011 Social Media Council meetings it anticipates to embed social data/connectivity into every Google product by 2013

•  With the launch of YouTube’s premium content channels and the intersection of G+ with search, Google stands to dominate content access across the web

•  Google will continue to be a critical focus for publishers, particularly as social interaction with content continues to impact visibility in search

ALISA LEONARD // [email protected]

Page 35: Newspapers & Digital Disruption: State of the Union

THE FUTURE OF NEWS LIES IN THINKING MORE LIKE ENTREPRENEURIAL DEVELOPERS!

ALISA LEONARD // [email protected]

Page 36: Newspapers & Digital Disruption: State of the Union

KEY TAKE-AWAYS!

INSIGHT IMPLICATIONS

Audiences want to co-create,

empower them

The future of news is visual content

Product innovation leveraging social

data is critical

Talent must go hand-in-hand with

technology solutions

One of newspaper’s biggest opportunities with social media is to leverage it as a source for content – both through audience co-creation initiatives and through publicly available social data

Because consumers are overloaded with content everyday, share of attention will go to highly desirable, high quality visual content. Developing visual storytelling as a core newsroom competency is critical

The future success of the news business requires thinking more like entrepreneurial developers. Opportunity to re-define “what the news is” through leveraging social for product innovation

A “talent & technology” approach, developing expertise and excellence around new skill sets beyond the traditional newsroom, and investing in critical technologies is crucial

ALISA LEONARD // [email protected]

Page 37: Newspapers & Digital Disruption: State of the Union

VALUE CHAIN ANALYSIS!

T H I S S E C T I O N E X A M I N E S O U R F I N D I N G S T H R O U G H T H E L E N S O F T H E N E W S V A L U E C H A I N

Page 38: Newspapers & Digital Disruption: State of the Union

WE TRIANGULATED FINDINGS FROM OUR ECOSYSTEM ANALYSIS AGAINST THE NEWSPAPER VALUE CHAIN !

CONTENT SOURCES

CONTENT PRODUCTION

MULTI-PLATFORM

DISTRIBUTION

AUDIENCE DEVELOPMENT

KNOWLEDGE MANAGEMENT

SALES & MONETIZATION

GOVERNANCE FEEDBACK LOOP

TO CONTENT CREATORS

TRENDING DATA FOR SALES &

EDITORIAL

REPORTING & KPIS TO

PUBLISHERS & SALES TEAMS

PRODUCT INNOVATION & MARKETABLE

CONTENT

MARKETING SERVICES

ALISA LEONARD // [email protected]

Page 39: Newspapers & Digital Disruption: State of the Union

RE-THINKING CONTENT SOURCING: SCALING BEYOND TRADITIONAL SOURNCES!

•  Competitors are increasingly leveraging consumer content in addition to search and social data to create relevant, contextual, on-demand content

•  Across the board, social is not being leveraged as a source for content on the newspaper brand’s web sites and mobile apps

•  Some journalists are using social tools to

follow people and topics for story ideas, but their process is sporadic and the tools they use are disparate

•  Expanding how Hearst newspapers sources content (from social audiences and data feeds) is key to reaching increasing digital scale, and deliver highly local, customized content

NEWS

Journalists, AP & Link partners

Data & API’s

Consumer content &

conversation

Currently leveraged

Not currently leveraged

ALISA LEONARD // [email protected]

Page 40: Newspapers & Digital Disruption: State of the Union

NEWS ENTERPRISES MUST HAVE A DUAL CONTENT STRATEGY: TRADITIONAL “NEWS” AND MARKETABLE CONTENT!

•  Sales teams desire more on-demand, topically-driven “marketable content” to package and sell against

•  Current newsroom structure leaves sales teams needing to “beg, borrow and steal” from the newsroom to capitalize on marketable content opportunities

•  There is need for dedicated teams /center of excellence to both create marketable content and deliver digital marketing services to local advertisers

NEWS MARKETABLE CONTENT

Currently leveraged

Not currently leveraged

Journalists & AP

Data & API’s

Consumer content &

conversation

Marketable content

team

ALISA LEONARD // [email protected]

Page 41: Newspapers & Digital Disruption: State of the Union

CONSISTENT AUDIENCE PARTICIPATION FRAMEWORK ACROSS ALL CHANNELS & PLATFORMS CRITICAL!

•  User participation capabilities vary by channel, creating inconsistencies in meeting audience expectations

•  Sites allow for commenting and sharing

•  Mobile does not allow commenting and only some sharing

•  Social spaces do not foster consistent engagement or feedback loop into other channels

•  Opportunity for a user single-sign/centralized profile across all channels to control subscriptions on different platforms, comment and share seamlessly across channels, and consistent personalized content experiences (a saved or Liked article on the site would be surfaced on other digital platforms)

ALISA LEONARD // [email protected]

Page 42: Newspapers & Digital Disruption: State of the Union

MONETIZATION & SALES REQUIRE PRODUCT INNOVATION ANCHORED BY A NEW SERVICE MODEL !

•  Potential to leverage localized “Live Media Studio” service delivery model for creating marketable content and providing local digital marketing services

•  Opportunities for monetization through product innovation that focuses on utilizing social data at its core (e.g. Facebook app or social content hub)

•  Opportunity to leverage Red Aril in more meaningful ways, including monetization through an audience exchange, and dynamic, audience-based content experiences

•  Need for knowledge management / data feedback loop for quarterly sales planning, product development & services optimization

Social-Mobile Centric Product

Innovation

Marketable Content

Marketing Services

Data & Insights

Service Delivery Model

“Live Media Studio”

ALISA LEONARD // [email protected]

Page 43: Newspapers & Digital Disruption: State of the Union

THE UPSHOT: FROM > TO!

FROM

TRADITIONAL NEWS VALUE CHAIN

NEWS + AUDIENCE

FRAGMENTED AUDIENCE EXPERIENCES

SALES

TO

NEWS VALUE CHAIN THAT LEVERAGES SOCIALLY-CONNECTED DIGITAL

INNOVATION ACROSS ALL TOUCH POINTS

NEWS + MARKETABLE CONTENT + SOCIAL EQUITY

CONSISTENT AUDIENCE PARTICIPATION FRAMEWORK ACROSS ALL PLATFORMS

SOLUTIONS

ALISA LEONARD // [email protected]

Page 44: Newspapers & Digital Disruption: State of the Union

I N S I G H T S I N P E R S P E C T I V E I C O N T E X T

SWOT ANALYSIS &

HIERARCHY OF NEEDS!

Page 45: Newspapers & Digital Disruption: State of the Union

NEWSPAPERS HIERARCHY OF NEEDSTHE NEXT STEP: DEVELOPING A COMPREHENSIVE SOCIAL MEDIA BUSINESS STRATEGY

HOLISTIC VALUE

EMPOWERMENT, MEASUREMENT &

INSIGHTS

SOCIALLY-CONNECTED VALUE CHAIN, BEST PRACTICES,

CENTERS OF EXCELLENCE

GOVERNANCE, PROCESS, EDUCATION & TRAINING

GOALS, OBJECTIVES, VISION, CULTURAL READINESS FOUNDATION

SAFETY

FORMATION

OPTIMIZATION

CONNECTEDNESS

ALISA LEONARD // [email protected]

Page 46: Newspapers & Digital Disruption: State of the Union

A L I S A L E O N A R D I A L I S A M L E O @ G M A I L . C O M

THANK YOU!