"I don’t go to news anymore. News comes to me”

- Digital Summit 2012

Topics Covered

• Mobile

• Social

• Online video

• Customer engagement

• Usability

• Online Advertising

• Email

• SEO

GENERAL TAKEAWAYS

• Brands are using social to talk directly to customers

– Move beyond one directional broadcast style

• Brands should doing long-term engagement vs. "campaigns"

– It's not something you check off your to-do list

• Engagement is 50% higher when brands reach fans on multiple social networks (Twitter, Facebook, etc.)

GENERAL TAKEAWAYS

• Make a fan feel special by coming to their rescue, solving problems, answering their questions– 44% of brands respond to issues on social channels.

• Helps builds credibility and trust.

• Show your appreciation

– Reward your fans with “stuff”

• Two things people want on social networks from big brands:

1. Discounts

2. Entertainment info

GENERAL TAKEAWAYS

• Be agile

– Don‘t spend so much time worrying about every detail at the expense of missing out on benefits

Customer Service

Tips

Compliments

MOBILE

• 480 million mobile Facebook users

• Average person looks at their phone 150x/day

• The avg. email is opened 48 hrs. after it’s sent

– The avg. text is opened 4 minutes after sent • (that’s 720x faster than an email)

• 83% of people sleep next to their smartphones

• 60 minutes: time it takes to realize you left your wallet behind

• 15 minutes: time it takes to realize you left your phone behind

• 15% of children < age 11 own a mobile phone– NOT MINE!!!!

FACEBOOK

o Best days/times for maximum engagement1. Midnight Sunday2. Midnight Monday3. 10 pm Friday4. 11 pm Tuesday

o Sunday get 32% more interactions than weekdays

o Recognize the power of the weekend/eveningso More laptop/desktop users weekends & evenings than on mobile

FACEBOOKWHAT TO POST:

Most engaged posts:o LOW cognitive requirements / HIGH emotional value

o Fans want to FEEL - not think

“Edgerank”: Facebook’s algorithm Influenced by “Likes” “Comments” “Shares”

Saturday 10pm 74 Likes, 56 Comments

FACEBOOKIMAGES

• Images ARE content!

• Images that work well

– Captions with 14 words or less

– Orange or red (due to contrast with blue page)

– Cute photos (i.e. puppies)

– Implied motion

• Videos: 10x more likely to be shared than links

• Photos: 5x more likely to be shared than links

• Think mobile/thumbnail when selecting images

– High detail photos won’t look good on mobile devices.

Facebook Clickability

TWITTER

• 1 billion tweets every 3 days

• Engagement is key

• People now expect to interact w/brands via Twitter

– Ask questions

– Give compliments

– File complaints

THUNDER’S DURANT GETS BORED

PINTEREST

– Longer shelf life than Facebook/Twitter

• Make sure your content is long-lasting

– Deep engagement /high trust

– Positive and aspirational

– 80% dominated by women

Pinterest as page view driver

AJC Pinterest page links to: AJC Travel page

Pinterest as page view driver

AJC PRR Pinterest links to: AJC PRR page

GOOGLE PLUS

• Influences SEO

• Consider Google+ “Hangouts” – live web chat

• G+ is the “thread across all Google products”

• Five billion “Plus Ones” per day

• Integrate with Google+ with putting a plus badge on your site

SEO

• Lots of SEO geek-speak

• SEO is still important. It’s NOT dead!!!

• AJC’s traffic from SEO:• AJC = 21%

• accessAtlanta = 66%

• Ajchomefinder = 75%

• AJCCars = 67%

• AJCJobs = 67%

• AJCClassified = 67%

• We STILL need to optimize our headlines & content for SEO

What’s this mean for AJC?

• “News comes to me”

– New generation of headline writing

• Readers “expect” to communicate with us via social

• Social media platform lines aren’t solid

– Cross-pollination is optimal

• Fail fast

– Experimenting yields “aha” moments