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Local Media Innovation Mission Top Takeaways
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FIVE YEARS OF INNOVATION MISSIONS -‐ WHAT HAVE WE LEARNED?
Nancy Lane, President, Local Media Associa4on, Mark Poss, CEO, Big Fish Works, Edwin Ruis, Integrated Revenue Director, SwiE Communica4ons and Shannon Kinney, Client Success Officer, Dream Local Digital
12 Innova:on Missions for Our Panelists – What Stands Out?
Nancy Lane – Led five IM’s: 2008, 2011, 2012, 2013, 2014 Mark Poss – ASended three IM’s: 2012, 2013, 2014 Shannon Kinney – ASended two IM’s: 2013, 2014
Edwin Ruis – ASended two IM’s: 2013, 2014
Collec:ve Top Six List
• The Importance of Culture • Think Bigger When It Comes to Digital • Content Strategies Must Change • SMBs Need Help More Than Ever; Double Down on Digital Agency
Services • The Importance of Big and Small Data • Local Media Execs Need to Be More Engaged/Ac4ve on ALL Social Media
Pla\orms
Culture Matters Crea:ng a Culture of Innova:on Requires Major Changes:
• Open & Transparent Work Space • Importance of teams/collabora4on – no silos
INNOVATION MISSION 2014
Culture Matters • Non-‐tradi4onal perks (food, crea4ve
days off, etc.) Fun atmosphere! • Importance of vision/mission (pos4ng
on the wall; employees know it and can recite it)
• It all starts with leadership; must be visible & accessible
• Trust & inves4ng in staff – empowerment! Test and learn then scale.
Open & Transparent First step to building innovative culture
The importance of culture What’s up with the #honeybadger?
hSp://youtu.be/CUrLlOa_AQc
Think Bigger When It Comes to Digital
• The IM gave our panelists the “strength/courage to think bigger and put a greater emphasis on all things digital”
• More hiring of digital-‐only reps (integrated sales teams don’t work!) • Bigger commitment/investment in digital agencies • Think bigger/think together – networking among IM aSendees among the
most valued part of the experience
Content Strategies Must Change
• BuzzFeed is “a lot more than cute cat videos” • Shareability is the new KPI • Russmedia dual strategy to reach “the heads down genera4on” (shorter,
larger photos, made for mobile) • Na4ve adver4sing is in demand • Visual journalism – visuals are processed 60,000 4mes faster in the brain
than text (BuzzFeed, Russmedia, Instagram, Pinterest, Tumblr, eBay…)
Become the Local BuzzFeed for Your Market
SMBs Want Na4ve Adver4sing Opportuni4es; Create Them
• Na4ve was a focus during EVERY visit of this year’s Innova4on Mission. • Facebook, TwiSer & BuzzFeed’s en4re business models are focused on
na4ve. • SMBs want and need local opportuni4es.
Native Case Study: Hampton Inn Shows as ‘Promoted by’ on their home page; Slide show features 19 awesome vaca4on images with the ‘Stay with Hampton’ slide at #20. Ave campaign cost is $100,000. Think about the many applica:ons for local/regional adver:sers (top 10 ways to lower blood pressure – sponsored by local hospital for example!)
SMBs Need Our Help More Than Ever “They are going to find someone to help them – it beSer be us” – Edwin Ruis
Double Down on Digital Agencies
• SMBs are going to get more and more confused with the new technology and tools entering the market
• This is great news for local media companies that have or will launch digital agency services • Google+ is much more than a social network; it's an SEO play and is a must for SMBs • YouTube is second largest search engine in the world; videos need to be presented there • LinkedIn's new Sales Navigator tool is about to disrupt sales prospec4ng; 'social selling' is the
new buzzword
Double Down on Digital Agencies
• WordPress pla\orm is perfect for SMBs but they don't have the 4me or inclina4on to build the site or post blogs
• PayPal is about to make the mobile device the wallet of the future; serious implica4ons for SMBs (Apple’s recent announcement will trump these efforts)
• Na4ve is exploding and SMBs don't know where to start • Mobile is about to explode; 18% of local searches result in a purchase. SMBs need
strong, compelling mobile presence • Offline shopping is becoming a new trend with eBay leading the way • "Propel's growth has been extraordinary; we are inves4ng even more" -‐ Kirk Davis, CEO,
GateHouse Media
The Importance of Big and Small Data • “I appreciated seeing how the different companies are using data. At Google,
it’s very much about watching everything. At eBay they said trust is the most important thing when it comes to data. It is clear to me that data is the new currency and it will be interes4ng to see how companies spend it.” – Ruth Presslaff, President, Presslaff Interac4ve
• “I am going to shi\ a posi:on in our company to analyze data aEer aSending this year’s Innova4on Mission” – Terry Ward, COO, KPC Media Group
• “Big data has dominated the scene for a long 4me now but small data is where you can leverage and innovate” – Eric Bright, VP E-‐Commerce, Deseret Digital
• “Proper use of data was a big takeaway for me. Our editors are not using data in the right way (BuzzFeed has a criteria on how they approach stories – we need to implement something similar). BuzzFeed is obsessed with shares/engagement and we can learn from that as well. The CBS Local visit also touched on data and I par4cularly like the tailgate videos.” – David Arkin, VP Content, GateHouse Media
The Importance of Big and Small Data
• Measuring/using internal data to iden4fy opportuni4es, beSer understand your audience and make good strategic decisions
• Metrics/analy4cs for SMB clients – the focus is shiEing beyond traffic to conversions
• Client dashboard is a must! Measure, share, learn, tweak.
Our Social Media Challenge to Industry Execu4ves
We believe that you can no longer run a local media company without being engaged and ac:ve on social media. It is no longer a luxury; it’s a requirement of your job.
• Our recommenda4on is a minimum of five social media networks: Facebook, TwiSer, LinkedIn, Instagram and Google+. From there, you can and should experiment with others: Pinterest, Foursquare/Squarm, Tumblr, Snapchat & more.
• Minimum goals: tweet three 4mes/day; engage on your FB page; post stories/ar4cles to G+; maintain all-‐star
profile on LinkedIn and use the pla\orm to engage with others; post photos on Instagram.
• “Walk the walk; our clients and consumers are using these channels; we can’t ignore them!”
It’s Like Being a Publisher & Never Reading the Paper!
This post had nearly 1,700 views; 170 shares on LinkedIn & 29 likes/comments. Here’s what people had to say: • Thank you for saying what some of
us cannot say...at least not directly :-‐)
• This needed to be said! • "If I look at a person's LinkedIn
account and they haven't taken the 4me to add a profile picture, I don't do business with them” – owner of large car dealerships
LinkedIn Publisher Tool
Goodbye Cold Calling…Hello Social Selling
Local Media Innova:on Mission June 1-‐6, 2014
Report includes 11 top takeaways, suggested ac4on plans and other resources. Order at www.localmedia.org
Ques4ons?