1. Title Slide

2. Agenda Seattle Times Social Media Plan – OGST Methodology for Analysis & Recommendations Facebook Mobile Social Media Next Steps Summary and Parting Thoughts Back Up & Supporting Documentation

3. Seattle Times Social Media Plan Identify tools to track audience engagement Number of discussions Comments Identify tools to track audience engagement Number of discussions Comments OBJECTIVES GOALS STRATEGIES TACTICS Increase Traffic to Seattle Times Obtain 10% of traffic from Social Media Increase Average Entries Per Visitor to Facebook by XX% Compare against industry leaders News / Home Sites (LA Times, NY Times) Optimize current social media usage to generate more traffic (become readers & regular visitors) while not suffering engagement Foster Engagement at Seattle Times Social Media Venues Read multiple articles Comment Share/Like it to SM sites Come back often Foster Engagement at Seattle Times Social Media Venues Read multiple articles Comment Share/Like it to SM sites Come back often Research and provide recommendations for successful community outreach projects and/or contests via Social Media Platforms Compare against industry leaders (LA Times, NY Times) Social Media Sites – (Facebook, Twitter, YouTube) & Mobile solutions Compare against industry leaders (LA Times, NY Times) Social Media Sites – (Facebook, Twitter, YouTube) & Mobile solutions Conduct a comparative score- card against the competition and provide recommendations for improvement Compare against three regional or city papers Social Media tools Increase Social Media followers Twitter by YY% Facebook by XX% Increase Social Media followers Twitter by YY% Facebook by XX% Identify opportunities to utilize Social Media Influencers to drive Users, Engagement, and Traffic Monetize Social Media Develop Mobile Social Media solution that is user friendly and helps achieve goals while maintaining integrity of Seattle Times Develop internal training on how to be more Social Media engaged (brown bags, video recorded sessions, etc) NOTE: We can blow up the items we’re working on for readability and make everything else smaller… then say, you can view the whole plan in the backup for future guidance… Or we can only show the things we worked on and then say, “You should use this type of model for future planning” so we don’t have to build an entire Model… or….

4. Methodology for Analysis & Recommendations You’re already established in Social Media Therefore, to improve, benchmark against industry leaders to see where need to improve (e.g. Take Rate at XX% vs Industry leaders at YY%) Evaluate industry leaders for best practices. We recommend evaluating these folks… – Washington Post – Huffington – NY Times – LA Times – Etc We recommend utilizing this methodology for: – Facebook – Twitter – Youtube – Mobile Social Media Include research / pictures / to tell story of why these are best And for our class project, we did it for Facebook and Mobile Social Media…

5. Facebook Here’s research stating what industry leaders attain from Facebook in regards to their Traffic, Engagement, Revenue… what have you… For Seattle Times, we focused on XYZ where we show you at (metrics) Opportunity for improvement is therefore….. Here are industry leader best practices. – Washington Post – Huffington – NY Times – LA Times – Etc Here is how we viewed Seattle Times Facebook activity…. Here is what we recommend – Put happy news on Facebook. People don’t want doom and gloom on facebook. – Many Facebook pages that are standalone, have page showing “other resources”… We recognize that you are making significant strides to improve as you added and moved Share buttons… Now here’s where we’d recommend you go next… Highlight commonalities as well as the “Cool, best we saw” items

6. Mobile Social Media Why should you care? Here’s research stating where the news industry is going… It’s going mobile…. – Laura’s slides have details – Linda to provide link/research showing millennial’s more likely to be willing to pay – etc Here’s research stating what industry leaders attain from Mobile today in regards to… (if available) Here are industry leader best practices. – Washington Post – Huffington – NY Times – LA Times – Etc Here is how we viewed Seattle Times Mobile solutions…. – Weak here and here and here – Show Washington Post’s Mobile info vs Seattle Times mobile info… (screen shots) Here is what we recommend Highlight commonalities as well as the “Cool, best we saw” items

7. Next Steps Recommend a pilot program – That includes This – Do it here because… This – Do it for this amount of time – Measure Results – React accordingly…

8. Summary and Parting Thoughts Continuously evaluate the competition for opportunities to improve – most notably, Washington Post, etc, etc, as they are industry leaders Utilize Social Media to Push the news to where people are vs only using it to Pull them to you Consider which type of news fits the specific medium (for example, the aforementioned Facebook “good news” recommendation) Push Social Media internally… Get your staff (all employees) to be regular Social Media Users. Train them (brown bags, etc). Promote to them. Get in the game – Show Hootsuite example from Washington Post+ Conduct an audit of Social Media resources – If find open links (areas without content) then pull them until they are utilized (e.g. Polls/Quizes and XYZ…) Integrate Social Media into an overall, cohesive Marketing Plan. – Show research from Mala presentation showing % that use SM as part of overall plan vs those that don’t – This might also help with resource constraints as it’ll be viewed as “part of Seattle Times” rather than “this new fad…”

9. Back Up & Supporting Documentation

10. Notes: Seattle Times Social Media Plan Per Mollie: Seattle Times is conversational method in Social Media vs the LA Times and NY Times = News structure (this is what’s going) with Comments and Discussions below. Question for Team: Would switching to another model such as NY Times and LA Times enhance traffic Per Sona: How can we best use the great comments & reward folks for doing so Option: Can we increase number of Social Sharing buttons? If yes, where? And be aware of interfering with intent of site (news and revenue) Option: Social Plugins? Option: Pitch pilot program on 1 section of paper to test changes to ensure hits targets, doesn’t hurt revenue, etc Question: What can we do at 7am to get you to come back at 3 pm and 7 pm? Find what competition does for this that ST’s may not do Seattle Times Value to Audience Channel for news & information Credible Entertaining Community Connection Option: Can we integrate Facebook pages to where people are aware of all that is available? Does the competition do this in a good way that we can reference?

11. Here is info on most valuable sharing that we can help use to position where to conduct a Pilot Program if it’s relative… – http://blog.eventbrite.com/social-commerce-2 http://blog.eventbrite.com/social-commerce-2 Sharing by event type: not all events are created equal When we looked at sharing activity and impact by type of event, we found that both propensity to share and dollars per share varied more than we expected: Networking events had the highest share rate, followed by business events and conferences and seminars. When we look at dollars per share by type of event, though, we find that shares are most valuable for music events and concerts, at over $12 per share. Next most valuable are shares for fundraisers, social events and mixers, and food/wine events. When we look at the bottom line of social commerce, it’s social events that represent the highest DPS. So while people are more likely to share business-related events, sharing information about social events drives the most sales.

12. How well are U.S. Newspapers Using Facebook The Bivings Group of the Facebook presence of the 100 newspapers in the US with the largest print circulation.

13. Most Popular Regional & National Newspapers on Facebook Facebook Fans: 5697 NewspaperFansCirculationFan/Circulation Ratio NewspaperFansCirculationFan/Circulation Ratio Washington Post1005895453450.18445021 Chicago Tribune233974415080.052993377 Arizona Republic198303089730.064180365 Denver Post365573098630.117977945 San Jose Mercury News84234775920.017636393 New York Times10015028766381.142435076 Los Angeles Times288356004490.048022397 Cleveland Plain Dealer69622526080.027560489 USA Today3857818305940.021074034 Wall Street Journal17689620611420.085824266 Seattle Times Social Statistics Circulation: Weekday readership (5 weekday issues): 1,021,900 adults

14. Competitor’s Best Practices: NewspaperSocial Fact HighlightsBest Practices Washington PostTop of List – Effective audience engagement Averages 41 likes and 55 comments for every post on it’s fan page wall Two custom tabs (Capital Hill & Stories) Editors use HootSuite to schedule posts The Chicago TribuneRanked 9th in the US in terms of circulation, but is #2 for Facebook engagement Custom Welcome landing page Specific FB newspaper sub sections pages. Active Discussion tab The Arizona RepublicThe Arizona republic is ranked 3rd on this list despite having a 40% lower circulation than the first-ranked Washington Post. Collaboration with AZcentral.com San Jose Mercury News8th in circulation within the US, but 5th on this list due to its consistently active Facebook fans. The fan page will feature simple status updates (sans links) Variety in fan communication (Ask the readers questions or just wish them a good morning).

15. Newspaper Success Strategies for Facebook

16. Local & Information Apps Users Local App Users are not more interested in news but they use technology more avidly

17. References: Source: http://www.bivingsreport.com/2010/2010-best-us-newspaper-facebook- fan-pages/http://www.bivingsreport.com/2010/2010-best-us-newspaper-facebook- fan-pages/ http://www.pewinternet.org/Reports/2011/Local-mobile-news/Part-1/Local-news- apps.aspx

18. Facebook Referrals: PERCENTAGE OF TOTAL ENTRIES 18 Source: ComScore Media Metrix, January – March 2011. KIROTV.com and KOMONews.com maintain consistently high percentages of their referral traffic from Facebook; seattletimes.com ranks third highest on this metric. From Mollie’s research

19. 19 Source: ComScore Media Metrix, January – March 2011. Traffic from Facebook: TOTAL UNIQUE VISITORS Despite KOMONews.com’s jump in total unique visitors referred from Facebook in January, seattletimes.com has the second highest number of visitors coming from Facebook. From Mollie’s research

20. Loyalty of Facebook Traffic Referrals: AVERAGE ENTRIES PER UNIQUE VISITOR 20 Source: ComScore Media Metrix, January – March 2011. KIROTV.com’s visitors referred from Facebook are the most likely to visit their site frequently (multiple times per month) than are visitors to other sites in our local media competitive set. From Mollie’s research

21. 21 Highest Percentage of Entries (3-month average, January – March 2011) : KIROTV.com10.5% KOMONews.com9.0% SeattleTimes.com5.8% KING5.com Sites4.7% TheNewsTribune.com3.4% SeattlePI.com0.8% Source: ComScore Media Metrix, January – March 2011. Highest Unique Visitors (3-month average, January – March 2011) KOMONews.com 108,70 0 SeattleTimes.com99,600 KING5.com Sites48,400 SeattlePI.com32,900 KIROTV.com21,600 TheNewsTribune.com18,600 Highest Entries per Visitor (January – March 2011, 3-month average): KIROTV.com5.1 KOMONews.com3.8 SeattleTimes.com3.3 KING5.com Sites1.7 TheNewsTribune.co m 1.2 SeattlePI.com1.1 Facebook Referral Traffic: Competitive Metrics Though seattletimes.com does not rank first in any one category, we rank in the top three across all Facebook referral traffic metrics. From Mollie’s research