Rtdna facebook 082313_final
47
Facebook and Digital Strategies
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Transcript of Rtdna facebook 082313_final
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
7
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.
10
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+
12
13
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?
16
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.
18
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
21
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?
22
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.
23
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
27
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
29
Severe weather – an engaging lifesaver
30
Breaking news: Facebook a major source
31
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
34
Use Facebook to create personality
35
Capture the emotion
DON’Ts
37
Should user guess the story?
38
Why post this? Why offend the user?
39
Think of the user? Testicles? Really?
40
Oh, and it’s not true
Action Steps
42
Listen, respond, engage
45
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)
46
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”
47
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.
48
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.”
