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 http://www.youtube.com/v/ajfeAXg9fTk

3. Agenda Project Requirements and Team Challenges Social Media Model – OGST Facebook Mobile Social Media Next Steps Summary and Parting Thoughts Back Up & Supporting Documentation

4. Project Requirements Recommendations to help with social media efforts - Specific to Traffic Challenges for Seattle Times: Changing with the industry Maintain Quality - Trustworthy and knowledgeable source of news information Limited Resources Challenges for UWSMC Team: Narrow scope of project to deliver tangible benefit to Seattle Times Vast Social Media presence that is currently successful Total Monthly Traffic = 1.72M* 10% Target = 172k from Social Media Resources* *Seattle Times –Competitive Analysis

5. Social Media Model - OGST 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 internet’s impact to the newspaper industry

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. It’s easy to spot how to follow the New York Times on different social media sources. It’s 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 *Average of last 10 Seattle Times Facebook posts

9. Competitors Best Practices

10. Newspaper Success Strategies for Facebook

11. Recommendations Make it easy to find! Accessible from Seattle Times homepage – Users shouldn’t have to hunt to find a link! Provide a listing of all fan pages associated with the Seattle Times Opinion, Sports, Subscription… If we didn’t know they existed, how is anybody else going to find them? 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 Sweepstakes, FBML and Polls/Quizzes lead to… Nothing. Photos & Video lead to minimal content

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. 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. News apps meet the needs of a growing segment

15. 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

16. 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

18. Key Takeaways for Seattle Times Research, Resource & Rev Your Engines Audit your content Dedicate time to develop your plan and goals Be persistent. Be patient. It Takes A Village Watch social and learn from best practices It isn’t social without everyone – everyone needs to be part of the solution Train staff and incorporate social into everything you do Shout it from the rafters! Share your social feeds with the world!

19. Backup and Supporting Documentation

20. Braun, J., Hand, D., Novack, K., Oxman, A. & Schlesinger, A. (Producers). Rossi, A. (Director). (2011). Page One: Inside the New York Times [motion picture]. United States: Magnolia Pictures & Participant Media Goldman, Alla. (2010, Dec 17). 2010 Best US Newspaper Facebook Fan Pages. Retrieved from: http://www.bivingsreport.com/2010/2010-best-us-newspaper- facebook-fan-pages/ http://www.bivingsreport.com/2010/2010-best-us-newspaper- facebook-fan-pages/ Forrester Research. (2009, Q4). [Graph illustration of mobile web activities of cellphone/smartphone users]. North American Technographics Empowerment Online Survey. Retrieved from: http://www.forrester.com/empowered/images/figure_5-1.gif http://www.forrester.com/empowered/images/figure_5-1.gif Purcell, K., Rainie, L., Rosentiel, T. & Mitchell, A. (2011, Mar 14). How mobile devices are changing community information environments. Retrieved from: http://www.pewinternet.org/Reports/2011/Local- mobile-news/Part-1/Local-news-apps.aspxhttp://www.pewinternet.org/Reports/2011/Local- mobile-news/Part-1/Local-news-apps.aspx Bernoff, J. & Schadler, T. (2010, Sept 14). Empowered. Harvard, MA: The Harvard Press

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