1. Social Media Technologies & Implementation Certificate Social Media in Business Bill Higbee Laura Williams Hayat Nierenberg Linda Jacobson June 7, 2011

2. The old newspaper model is dying… It s a collision of two worlds and this new world wants to crack it all open. Bruce Hedlam, Media Desk Editor – New York Times

3. 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

4. Seattle Times Social Media Plan Tactics Facebook: Compare against industry / regional leaders for best practices and innovative activities Mobile Solutions: Compare against industry / regional leaders for best practices and innovative activities Strategies Conduct a comparative score-card against the competition and provide recommendations for improvement Optimize current social media usage to generate more traffic while not suffering engagement Goals Obtain 10% of internet presence traffic from Social Media Objectives Achieve Seattle Times revenue, profitability, and growth goals while embracing the internets impact to the newspaper industry

5. Methodology for Analysis & Recommendations Youre 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 Post NY Times LA Times Etc We recommend utilizing this methodology for: Facebook Twitter Youtube Mobile Social Media And for our class project, we did it for Facebook and Mobile Social Media…

7. I love your paper! Now I want to Like you, too… But how? Links to Seattle Times social media sites are nearly impossible to find. Links to Seattle Times social media sites are nearly impossible to find. Its easy to spot how to follow the New York Times on different social media sources. Its easy to spot how to follow the New York Times on different social media sources.

8. The Bivings Group of the Facebook presence of the 100 newspapers in the US with the largest print circulation. How well are U.S. Newspapers Using Facebook? … And the Seattle Times? 6,207 Fans 6 likes per Facebook post 4.4 average number of comments per link Well below the average … And the Seattle Times? 6,207 Fans 6 likes per Facebook post 4.4 average number of comments per link Well below the average

9. Competitors Best Practices

10. Newspaper Success Strategies for Facebook

11. Recommendations Make it easy to find! Accessible from Seattle Times homepage Provide a listing of all fan pages associated with the Seattle Times Keep up the current pace of postings Topics should be discussable; leave breaking news to other Social Media streams Audit the information on the page Remove dead links or pages that have not been tended to

12. Mobile Web users expect you to be there. Empower them with information, and they ll talk about how great your company is. Don t, and they ll tell their friends you don t have a clue. Josh Bernoff & Ted Schader, empowered

13. The Good News Consumption of News via mobile apps, especially local news, is growing. Nearly half of Americans are using their cellphones and tablet computers to get local news and information The Millennial age group (born between 1977 and 1994) are particularly strong app users: they are almost twice as likely as the average adult to have read a magazine via an app and 73% more likely to have read a newspaper via an app in the last 30 days.

14. Local App Users are not more interested in news but they use technology more avidly

15. Brand Building Opportunity Mobile News apps and in-depth enterprise or investigative-reporting packages build the Seattle Times brand by demonstrating innovation, progressiveness and leadership Apps are a great way to hook target audience and cross-promote, drive audience to other Seattle Times destinations and connect with Facebook, Twitter, Web site.

16. Best Practices Examples of best practices LA Times Hollywood Star Walk, Festival of Books New York Times The Scoop: NYC App for iPhone (A guide to New York City from the staff of The New York Times featuring their favorite restaurants, bars, events and experiences), The New York Times Crosswords, The New York Times Sudoku, Learning English With The New York Times The Philadelphia Inquirer Phrequency for iPhone and Android (Philly-centric music, food, art, style, and nightlife) The Seattle Times Husky Football

17. The Bad News Little interest in paying for news apps, about one percent are paying for news apps For Newspapers 33% of people subscribe, another 5% pay for news delivered behind a pay wall. While theres little interest in paying for news apps, there is interest in paying for desired content served up in a well-designed interface (quote by Derek Belt) I love free stuff, but this is the kind of content I want and will pay for. Are you listening, newspaper executives? I would pay for this. I would pay monthly. And I would pay a lot more than $2.99.

18. Recommendations Push the envelope, leverage new technology and create innovative, progressive ways to interact with the news via mobile apps or Web sites (such as News.Me, The Daily) People are using their phone to check weather, sports scores, to find local restaurants, business, coupons, traffic conditions or public transportation, local community info Promote your niche apps (such as Husky Football and Husky Basketball) Make them discoverable

19. Next Steps Add if you want

20. Quote here? What?

21. Key Takeaways for Seattle Times Dedicate time to social media Audit what you have Determine where you want to go Develop a plan Dedicate Resources to Social Media To complete the plan Be patient – this is not going away, its important… Your new job is to be nimble, flexible, open, to be able to move in various ways… move where the audience is. This is going to keep happening, Facebook will go away, Mobile will go away… How do you stay current?

22. Summary & 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 dont This might also help with resource constraints as itll be viewed as part of Seattle Times rather than this new fad…

23. Backup and Supporting Documentation

24. 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