News Leadership in a Social Networked World Chip Mahaney 2010

Ground Rules 2-hour workshop Everyone’s at a different level –Do NOT let us leave you behind Offer your own example Challenge what you hear Tweet early, tweet often –Hashtag: #RTDNAleadership

Goals for Today Current social trends (2Q 2010) Behind the curtain –Facebook, Twitter New tools you can use today Advance yourself –Awareness, Adoption, Strategy, Results Skills required of news leaders

What’s Changed Your world

What’s Changed Your world The rest of the world

What’s Changed Your world The rest of the world –Facebook added 225M users in 2009 –Twitter volume increased 16x –# of people using TV and Internet at the same time increased 34% 3.5 hrs/month simultaneous use (Nielsen)

What’s now: 2010 stats 46% of Americans get news from 4-6 platforms on a typical day (Pew) 75% of news consumers receive news via or social media from their friends

What’s now: 2010 stats Facebook 400M active users –6M pageviews per minute Twitter adoption rate of growth slowing –but now up to 600 tweets per second Mobile data now mainstream –Average mobile-data: 2.7 hours/day

What’s now: 2010 stats Online video –Average online video users watches 187 clips per month Social-media lifestyle obsession –1/2 of users check their accounts Bedtime Wake up Overnight

What’s now: 2010

What’s now: 2010 trends Real-time web is getting smarter –What is the real-time web? Aggregation and analysis –Computer and human Future-time web Geolocation Privacy – or what’s left of it

2010: World of Facebook

Your #1 competitor Enormous scale –Who’s THEIR competitor? Enormous engagement opportunity –Fan pages –Community-building –Personal connection to your audience –Content promotion

2010: State of Twitter Still an enigma, still full of potential –Learning curve –Is it growing? –Where’s the business model? –Innovation by the community

2010: State of Twitter Still an enigma, still full of potential –Learning curve –Is it growing? –Where’s the business model? –Innovation by the community BREAKING NEWS: media.twitter.com

2010: Mobile and Social 2.7 hours per day on the mobile web –Surfing –Connecting with friends –Social networks –Posting comments –Sharing content –Watching video

Foursquare What’s the question:

Foursquare What’s the question: Where are you right now, and can I join you? Foursquare, Gowalla, Brightkite, Loopt, even Google and Twitter (and Facebook?)

Foursquare

Your social media plan Benefits and costs Strategy and tactics –Big picture, smaller details –Experiment –Fail fast, learn and try again

Your social media plan How will you define success? –Your ROI cannot exist independently of your overall station or newsroom goals –ROI must result in a positive gain of your most important overall metrics –You’ll have to invest –SMART: specific, measured, actionable, realistic, timed

Your social media plan Your situation right now –Why might it be worth your while to take the time to do this –Who can help you

Social media leadership To have a friend, first be a friend Be a resource or reference in your community, to your staff Plug in to local social media groups Do your own metrics Build on what you do best already Own your digital brand, help staff

News Leadership in a Social Networked World Chip Mahaney 2010 #RTNDAleadership chipmahaney.com