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Facebook and Digital Strategies. It’s a world of disruptions. More choices, more distractions. DVR and TIVO. Role of social m edia. Social Media can be the thread to pull the audience back to you (TV & digital ). What is your newsroom priority?. Or . Frequency of Facebook Use. - PowerPoint PPT Presentation
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Facebook and Digital Strategies
2
It’s a world of disruptions
3
More choices, more distractions
DVR and TIVO
4
Role of social media
Social Media can be the thread to pull the audience back to you (TV & digital)
6
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.”
