1. 1 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Social Networking And Digital Migration: How Newspapers Can Position Themselves For Growth Charlene Li Co-author, Groundswell VP & Principal Analyst Forrester Research groundswell.forrester.com

2. 2 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0

3. 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved. HD-DVD Processing Key

4. 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved. The acquiescence

5. 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Definition ►Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

6. 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved. How online media is changing Company.com news.com - Audiences are hard to reach -It’s hard to get them to stay -They can’t get everything they need from you -Advertisers have more alternatives

7. 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Theme Newspapers must revolutionize to focus on audiences – not content

8. 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Three strategies for success 1.Aggregate content and functionality needed to meet key consumer goals 2.Syndicate broadly to engage consumers wherever they are 3.Use social technologies to get consumers to engage with you -- and each other

9. 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 1) Aggregate content and functionality to meet key consumer goals news.com You know your audience better than anybody Leverage the relationship to be the first resource Creates more page views to drive ad views

10. 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Google’s local search aggregates reviews

11. 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved. The game is over for local search

12. 12 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

13. 13 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 2) Syndicate broadly to engage consumers wherever they are news.com MySpace Blogs Audience is growing at portals But time spent dropped 10% Syndication means going to where your readers spend most of their time

14. 14 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

15. 15 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Widgets reach your audience anywhere they want you to be

16. 16 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Brides.com energizes brides

17. 17 Entire contents © 2008 Forrester Research, Inc. All rights reserved. The widget now appears on my page

18. 18 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 3) Use social technologies to get consumers to engage with you -- and each other news.com

19. 19 Entire contents © 2008 Forrester Research, Inc. All rights reserved. The four-step approach to the groundswell P O S T People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use

20. 20 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives The Social Technographics Ladder AdultsYouth 18%34% 25%30% 12% 25%52% 48%57% 44%33% Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2007 Youth online survey (12-17) Profile your customers at groundswell.forrester.com

21. 21 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2007 Youth online survey Percent of each generation in each Social Technographics category

22. 22 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Development Support Sales Marketing Research Groundswell objectivesRoles Listening Talking Energizing Supporting Embracing Key roles and their groundswell objectives

23. 23 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Now this is listening

24. 24 Entire contents © 2008 Forrester Research, Inc. All rights reserved. A conversation with customers Del Monte: What does your dog eat for breakfast? George:... she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!! Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?” George: I would buy healthier treats over ones that didn’t have vitamins and minerals.... I try to look for amino acids and omega 3 and fish oils.

25. 25 Entire contents © 2008 Forrester Research, Inc. All rights reserved. The result: a successful product launch...

26. 26 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Real Simple’s managing editor talks on her blog with a personal voice

27. 27 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Dan Black, Director of Campus Recruiting for Ernst & Young

28. 28 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Ernst & Young talks to college students on Facebook

29. 29 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Tampabay.com energizes with a music video on YouTube

30. 30 Entire contents © 2008 Forrester Research, Inc. All rights reserved. DavisWiki.org supports the community

31. 31 Entire contents © 2008 Forrester Research, Inc. All rights reserved. “Neighborhoods” in Facebook connects and supports people

32. 32 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Supporting front line employees at Best Buy

33. 33 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Starbucks solicits ideas

34. 34 Entire contents © 2008 Forrester Research, Inc. All rights reserved. And then posts on a “blog” to close the loop

35. 35 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Crédit Mutuel’s “suggestion box”

36. 36 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Value Advertising visibility$7K Press stories$240K Blog word of mouth$37K Support savings$69K Total value$353K ROI of executive blog (year one) Cost Planning and training$35K Platform and IT$30K Brand monitoring service$50K Content production and review $170K Total costs$285K

37. 37 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Summary Newspapers must revolutionize to focus on audiences – not content Aggregation, syndication, and social engagement form the foundation for an audience-centric strategy Use POST to frame your social strategy

38. 38 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Charlene Li +1 650.581.3833 cli@forrester.com Slides available at www.forrester.com/inma08 Book info at groundswell.forrester.com Thank you