Slides from the APME Newstrain workshop, March 26-27, 2010

1. 1
Journalism Next:
Alternative Distribution
Mark Briggs, CEO, Serra Media
Author of Journalism 2.0 and Journalism Next
March 26-27, 2010
Friday, March 26, 2010

2. 2
Alternative distribution
Social media
Search engines
Social capital
“But above all - good writing still
prevails. Quality, relevant, in-depth
content will not only attract the bots,
but will capture new audience as
well.”
- Monica Wright
Search Engine Journal
Friday, March 26, 2010

3. 3
Social media
“T
★ his isn’t just a kind of fad… I’m afraid you’re
Sharing on ★ Volume on Twitter:
not doing your job if you can’t do those things.”
Facebook: up 16x in past year
up 500% (1.2Peter Horrocks, BBC
- billion tweets in
in past 6 months Jan.)
Friday, March 26, 2010

4. 4
Sharing
Friday, March 26, 2010

5. 5
The Big 3
Friday, March 26, 2010

6. 6
Social
Facebook referrers are the best
Friday, March 26, 2010

7. 7
Social media
"We knew we needed
to join these social
media communities.
But we can't just show
up to the party, say
'we're here' and drink
everyone's beer."
- Daniel Honigman
Friday, March 26, 2010

8. 8
Social media
Add a layer of journalism
Breaking news Quality assurance
Crowdsourcing Distribution
Beat development Career development
Public interviewing
Friday, March 26, 2010

9. 9
Social media
Friday, March 26, 2010

10. 10
Social Media
Follow the 80 / 20 rule
- Be relevant: And timely
- Informative: Share others’ if needed
- Instructive: Tips and advice welcome
- Include a link: More than 140
- Reflect your personality: Judiciously
- Build relationships: Ask, answer questions
Friday, March 26, 2010

11. 11
Social media
Friday, March 26, 2010

12. 12
Social media
Social capital
“The advantage created by a person’s location in a structure of
relationships”
Becoming the “trusted center” and/or becoming allied to the
“trusted center” through digital communication
Leveraging networks to build the brand
Trust guides - the importance of transparency
Friday, March 26, 2010

13. 13
Social media
Get out of your comfort zone
Participate in the conversation by placing a comment on a
traditional news story and at a blog or website that is not affiliated
with a news organization. Compare and contrast the experience.
Join or follow the social media channel (Twitter, Facebook, etc.)
for a news organization other than your own.
Find a niche social network (eg. wiredjournalists.com) to join at
http://socialmediaanswers.com/niche-social-networking-sites/ or
create your own at Ning or Google Groups.
Friday, March 26, 2010

14. 14
Social media
Grow your groups
Generic large-scale networks like
Facebook, Twitter, LinkedIn,
MySpace.
Niche social nets like Gather.com or
CafeMom.com
Build a niche social net on Ning or
Google
Friday, March 26, 2010

15. 15
SEO (search engine optimization)
Friday, March 26, 2010

16. 16
SEO (search engine optimization)
“This boring headline
is written for Google”
Friday, March 26, 2010

17. 17
SEO (search engine optimization)
Headline writing
1. Write for robots and readers
2. Keywords, Keywords, Keywords. Think about
Journalism 101: who, what, where.
3. Use conversational language that makes the
reader want to know more. Be direct, and focus on
the unique.
4. Don't be afraid to inject a little attitude.
Friday, March 26, 2010

18. 18
Email newsletters
Friday, March 26, 2010

19. 19
Group assignment
Alternative Distribution Strategy
1. What is Your Objective?
2. Who is Your Internal Evangelist?
3. Who on Your Team Will Help?
4. Check Your Tech: Do you have the tools
you need?
Friday, March 26, 2010

20. 20
Alternative distribution
Questions?
@markbriggs
contact@journalism20.com
Friday, March 26, 2010