The Media Zones Where People Live And How To Connect With Them
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The document discusses how people consume media across 6 different "media attention zones" and the implications for reaching each zone. It focuses on how polarization exists both online through echo chambers and social media networks as well as offline through reluctance to discuss disagreeable issues. Finally, it provides recommendations for crafting engagement strategies based on understanding audience behaviors and preferences across different online platforms.
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The Media Zones Where People Live And How To Connect With Them
- 1. The Media Zones Where People Live And How to Connect With Them Sara Goo @sarakgoo Senior Digital Editor, Pew Research Center Knight Digital Media Charlotte
- 3. Today’s Agenda • The 6 media-attention zones. Understand where your online audience is by how they consume information • Social media: The platforms; the networks; Echo chamber /Empty chamber. • Political Polarization: Not talking to each other AT ALL
- 4. The 6 Media-Attention Zones* Q: Which zone is your audience in? How can you reach them?
- 5. 1) STACKS
- 6. How it works • Motive – learning, mastery, productivity • Content – actionable info, how-to sensibility, links and other resources • Device – desktop / laptop • Engagement – full attention – vertical reading • Influentials – trusted brands and known experts (professional and amateur) • ~ Mindshare – quarter to a third of media time
- 7. Implication for media and activists • Engagement strategy – Search optimized / findable – Acting as information Sherpas – Problem solving mindset – Easy cut and paste – FAQs – How-to videos – Feedback friendly
- 8. 2) SIGNALS
- 9. How it works • Motive – real-time awareness • Content – headlines, new information, first impressions matter most • Device – smartphone, tablet • Engagement – glancing OR galvanized • Influentials – brands • ~ Mindshare – < 5% of media time
- 10. Implication for media and activists • Engagement strategy – News, especially scoops – Deals – Location enabled – Insights from analytics
- 11. 3) SNACKS
- 12. How it works • Motive – killing time, beating boredom • Content – gamified, bite-size headlines, link-dense • Device – smartphone • Engagement – distracted, quick-twitch • Influentials – brands, quality of social network • ~ Mindshare – 5%-10% of media time
- 13. Implication for media and activists • Engagement strategy – Apps – Immediate connection – Predictable and compelling home screen – Grabby copy / activity – Clear and consistent Return on My Attention
- 14. 4) STREAMS
- 15. How it works • Motive – catching up / checking in / curiosity • Content – news (broad definition), social updates • Device – any / all • Engagement – continuous partial attention / horizontal scans / sharing • Influentials – editors, social networks • ~ Mindshare – quarter to a third of media time
- 16. Implication for media and activists • Engagement strategy – Apps – Smart curation – Customizable filters – Compelling ecosystem of content – Tagging and saving for future immersion – Social network mediated – Serendipity encounters
- 17. 5) SOCIALS
- 18. How it works • Motive – friend grooming • Content – social, personal, entertaining • Device – all • Engagement – partial, browsing • Influentials – super-networkers / primary nodes in the network • ~ Mindshare – 10% of media time
- 19. Implication for media and activists • Engagement strategy – Social networks are gatekeepers – Spreadable content – Treat central network nodes like traditional media influences – Enable participation and feedback
- 21. How it works • Motive – my permissions • Content – personalized, anticipatory • Device – my surroundings • Engagement – immersive, invisible • Influentials – my past behavior, analytics, algorithms • ~ Mindshare – most waking hours
- 22. BODY
- 23. Implication for media and activists • Engagement strategy – Selective product placement and messaging – Permission-based monitoring / interactions – Careful of privacy sensitivities – Careful of too much “monetization”
- 24. Internet of Things Source: Cisco
- 25. Times have changed…for all of us
- 26. Pew Research Center’s outreach strategy in 2000
- 27. Pew Research’s outreach strategy in 2014
- 28. Your goal: Move people from one level of engagement to the next highest one http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
- 29. Your optimum moments • When you are making news • When you can add to news-driven conversations • When your “close up” unexpectedly comes • When your evangelists work their networks • When you can recruit unexpected allies • When someone on the “other side” embraces you
- 30. “Civic life is networked life with network information created and shared by networked individuals and networked organizations” --Lee Rainie, Dir. Pew Internet
- 31. Social Media & Civic Life • Who’s on social & which platforms? • What people want/don’t want to discuss • Echo chamber/Empty chamber
- 32. Social Networking Trend Over Time 8% % of internet users who use social networking sites 37% 61% 67% 73% 100% 80% 60% 40% 20% 0% Winter 2005 Fall 2008 Fall 2010 Fall 2012 Fall 2013
- 33. Usage by older adults is growing fast, but younger users still lead the way 90% 78% 65% 46% 100% 80% 60% 40% 20% 0% 18-29 30-49 50-64 65+
- 34. Facebook is by far the dominant platform in overall numbers
- 35. But other sites have comparable levels of user engagement % of … users who check in daily: 63% -- Facebook 57% -- Instagram 46% -- Twitter 23% -- Pinterest 13% -- LinkedIn
- 36. And each site has its own unique user mix Facebook – Looks like the internet user population, just younger Twitter – Young, ethnically diverse, mobile-centric, urban Instagram – See Twitter Pinterest – Women LinkedIn – Middle-aged professionals; ages 30-64 reddit – Men 18-29
- 37. Two tales of media/social media and politics Echo chamber Empty chamber
- 38. Echo chambers
- 39. Echo chamber in Twitter www.pewinternet.org Conservatives: Dominated by references to conservative hashtags such as #tcot and #tlot … and by commentators such as @DailyCaller, @TheTeaParty_net Liberals: Dominated by references to liberal hashtags such as #ows and #P2, … and by commentators such as @NHLABOR_NEWS and @Politics_PR
- 41. Familiar? www.pewinternet.org Conservatives: Dominated by references to conservative hashtags such as #tcot and #tlot … and by commentators such as @DailyCaller, @TheTeaParty_net Liberals: Dominated by references to liberal hashtags such as #ows and #P2, … and by commentators such as @NHLABOR_NEWS and @Politics_PR
- 42. 6 types of Twitter convos
- 43. Emptier chambers in Social Media
- 44. 2012 election – Political content posted by social networking site users All / almost all Most Some Just a little None at all 2 4 6 15 13 29 37 50 31 11 What user posts What users' friends post 79% 42%
- 45. What do they do when disagreement occurs? • 71% usually ignore the material • 23% say they usually respond • 4% say it depends on the circumstances
- 46. It can be a source of frustration and annoyance when things turns political
- 47. Case Study: Snowden/NSA Spiral of Silence? Survey: Americans are divided • 86% of Americans willing to have in-person conversation about Snowden revelations • Just 42% of Americans who are on Facebook or Twitter were willing to discuss it there • People overall more willing to discuss views if they think people agree
- 48. Social media as a platform for political engagement
- 49. More social media users are engaging in political activities there 28% 20% 21% 11% 12% 13% 60% 40% 20% 0% Post political news Friend or follow political figures Start or join political group 2008 2012
- 51. SNS discussions can spur more info seeking or involvement 43% of SNS users have decided to learn more about a political or social issue because of something they read on social media 18% of SNS users have decided to take action involving a political or social issue because of something they read on social media
- 52. At the same time, most “calls to action” occur outside of social media
- 53. Case Study: John Oliver • Pew Research data analysis of 450,000 public comments to the FCC on Net Neutrality found huge spike in comments in week following John Oliver’s segment on HBO • During same period, found few stories of net neutrality on three major cable networks. • Found few stories in 25 largest US newspapers • Heavy promotion of YouTube clip on advocacy web sites urging public to send comments to the FCC • 83% of comments to FCC were form letters from advocacy groups
- 54. #ALSIceBucketChallenge $109.9 MILLION • Who hasn’t done it?
- 55. #1: People want to “live” with likeminded people on social media
- 56. #2: People on the “edges” are more likely to be politically active on social media % of SNS users who are politically active on 73% social media 60% 56% 82% 100% 80% 60% 40% 20% 0% Conservative Rep Mod/Lib Rep Mod/Cons Dem Liberal Dem
- 57. #3: They’re also more likely to say that convos on social media have inspired action % of Social Media users who have taken action on a political issue based on what they read 21% 11% 10% 27% 60% 40% 20% 0% Conservative Rep Mod/Lib Rep Mod/Cons Dem Liberal Dem
- 58. #4: Social media activism and real-world activism often overlap
- 59. So what can we take away from all this?
- 60. #1: Are you trying to activate the “poles”? They like you and/or your cause (or possibly hate you and think you’re destroying America) They are probably already talking about you (and if they aren’t already, they’d probably like to) Social media offers a way to find, identify, and reach your “super fans” They want to be part of the team and convert their friends—if you let them
- 61. #2: Or are you trying to rouse the middle? Don’t engage consistently with politics They probably don’t really know or care very much about your particular issue Their tolerance threshold is probably fairly low… But they can be encouraged to learn/act/change! Sometimes that happens because of big events that grab their attention—but many times it’s at the behest of someone from the previous group
- 62. #3: Think about your audience/community People use digital platforms for two reasons: 1) Their friends are there 2) The content they like is there When planning an outreach strategy, consider: 1) Where does my audience “live”? 2) Is my content relevant for this platform?
- 63. Sara Goo Pew Research Center’s Internet Project sgoo@pewresearch.org @sarakgoo @pewresearch @facttank
- 64. Polarization is the dominant story of political and media life in this era
- 65. Democrats and Republicans have been growing apart in their beliefs and attitudes
- 66. And also growing apart in their personal opinions and preferences
- 67. People want to live with others who share their political views
- 68. And even see the other side as a threat to the very future of America as we know it
- 70. Sara Goo Pew Research Center’s Internet Project sgoo@pewresearch.org @sarakgoo @pewresearch @facttank
Notas del editor
- Title: The media spaces where people live … and how to connect with them Subject: Lee Rainie, Director of the Pew Internet Project, will discuss the Project’s research about how people use technology and the different ways they allocate their attention, connect with organizations, and act as citizens. He will explore how civic institutions can navigate in this complicated, diversified environment
- Alerts Breaking news / events
- Motive – browsing for updates / checking in / catching up Content – News (very broad definition), social updates Device – Any Mental engagement / frame of mind – continuous partial attention Gatekeepers and influencers – editors and social networks Proportion of time – quarter to a third of media time Best media strategy – apps, shareable content, mediated by networks, curated by editors Unique point – this is new phenomenon in the digital age [[[[Alerts]]]]] [[[[Anticipatory – IoT]]]]
- danah boyd stuff
- http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change Engagement Level 1: “Observing” (bottom of the engagement pyramid) Primary engagement goals: Inspire initial and repeat contact with the organization. Mindset of person being engaged Interested in the cause and aware of the organization. Awareness is the major factor. “I care enough about the issue to be aware of your organization’s existence, but you haven’t given me reason or opportunity to investigate you first-hand. ”Nature of engagement - Sporadic, indirect communications. Communications Person takes occasional, distracted glances at the organization’s work. These indirect communications may be via word-of-mouth, social media or traditional media. Person may visit the organization’s website but does not provide contact information, so any direct communication is at their initiative. Communications focus on information sharing and awareness-building. Action Deciding to visit organization’s website or attend an event.ExamplesHearing about an organization’s work from a friend via email or a Facebook or Twitter post. Hearing about the work through a newspaper article or blog or by attending an event. Engagement metrics Website traffic, aided and unaided recognition polling. Engagement Level 2: “Following” Primary engagement goals Offer value and secure permission to deliver direct, proactive communications. Mindset of person being engaged. Understands and is interested in the cause and cares somewhat about the organization. Attention is the major factor. “I care enough about your work to open my stream of incoming communications to you, but there’s no guarantee I’ll look at what you send me.”Nature of engagement Regular, direct communications. Communications Person receives ongoing stream of communications focused on information sharing and piquing interest. These updates keep the organization’s work front-of-mind and build enthusiasm. Action Providing contact information. Reading and watching direct communications from organization.ExamplesSubscribing to an email distribution list, print newsletter or an RSS feed. Signing up on a list at an event. Note that Facebook fans and to some degree Twitter followers blur the lines between levels two and three because the public nature of following an organization on a social network is also a mild form of endorsement. Engagement metrics Newsletter subscriptions, opens and click-through metrics. RSS subscriptions. Twitter followers and Facebook fans. Engagement Level 3: “Endorsing” Primary engagement goals Earn enough trust to secure endorsement of the work. Mindset of person being engaged. Believes in the mission and trusts the organization enough to approve the use of their name to endorse the organization, its programs or a particular campaign. The endorsement may also include a nominal financial contribution. Trust and time are the major factors. “I endorse the work you do, but it is your work and I’m not prepared to invest a significant amount of my time/money in it.” Nature of engagement Straightforward, single-step, transactions. Communications Regular, direct mass communications to inform and pique interest, punctuated by concise, persuasive communications leading to a simple call to action. Action Simple, quick acts with little risk or investment of resources; commitments limited enough to be made on impulse rather than through real deliberation.ExamplesExamples of endorsement include: low-level membership pledges, forwarding email, and petition signing. Becoming a fan on Facebook and even a follower on Twitter might be construed as a low-level endorsement. Engagement metrics Number of membership or other lower-level contributions, public endorsements (such as petition signing), contacting officials, and email forwards. Conversion and renewal rates. Social media forwarding/sharing. Engagement Level 4: “Contributing” Primary engagement goals Deepen commitment to the mission and the work. Mindset of person being engaged Contributes significant time, financial or social capital to the organization. Time and money are the major factors. “I’m committed to the work and will pitch in to help, but don’t expect me to assume responsibility.” Nature of engagement Multi-step assignments. Communications Regular, direct mass communications to inform and pique interest, accompanied by periodic, personal email, phone calls or face-to-face meetings to share information and coordinate on a discrete project or request for funding. Action Contributions are not made on impulse – only after due consideration. Habitual contributions may feel like impulse decisions (writing the year-end check or coming into the office regularly to volunteer), but they are part of a larger pattern of behavior indicating a considered investment in the mission. Significant contributions of time and resources become an expression of values and beliefs. The best volunteer jobs are concrete assignments with clearly defined deliverables and good staff oversight. Examples Writing or reviewing organizational marketing materials, making personally significant donations, attending public hearings, or joining a committee or task force. Engagement metrics Growth in the number of active volunteers and significant donors; conversion and renewal rates; volunteer hours and contributed dollars. Engagement Level 5: “Owning” Primary engagement goals Instill and develop a sense of responsibility for the mission. Mindset of person being engaged Fully invested in the mission and success of the organization, a program or campaign. Mission-relevant knowledge and skills are the major factors. “You can count on me to figure out what needs doing and to be responsible for getting the job done in the way that makes the most sense.” Nature of engagement Ongoing, collaborative actions. Communications Regular, direct mass communications to inform and pique interest, accompanied by regular personal email, phone calls and face-to-face meetings to collaborate on ongoing projects. Flow of communication is two-way and conversational. Action Investments of time, financial and social capital increase, often blurring together. These investments confer a sense of ownership in the organization’s work. Financial support is significant enough that the person feels warranted in their desire to shape the work and understand its impact. Contributions become a creative outlet and expression of passion. People begin using the term “we” instead of “you” when talking about the organization. Examples Deep volunteer involvement in a program or board membership; testifying at a public hearing; blogging or otherwise publishing about the organization’s work. Engagement metrics Metrics become less quantitative, more subjective, which necessitates assessing perceptions through interviews and surveys. Engagement Level 6: “Leading” (top of the engagement pyramid) Primary engagement goals Develop leadership skills and opportunities. Mindset of person being engaged Leads others in carrying out the organization’s work. Leadership skills are the major factor. “I’m willing to lead us in carrying out this mission.” Nature of engagement Ongoing acts of leadership. Communications Regular, direct mass communications to inform and pique interest, accompanied by regular personal email, phone calls and face-to-face meetings to support the mission. Communication flow is often initiated by the person, rather than the organization. Action The engaged becomes the engager, so deeply committed to the mission they now focus their energy on engaging and leading others in the work. Focus of energy broadens from campaigns and programs to a more holistic mission focus. Examples Community organizers who find and development talent in their community; board members who take on real governance and leadership of the organization. Engagement metrics Metrics become less quantitative and more subjective, which necessitates assessing perceptions through interviews and surveys.
- 73% of internet users = 63% of all adults
- 42% of online adults use two or more of social networks, 36% use only one Among single-site users, 84% say that Facebook is their single site Among single-site users who *do not* use Facebook, things look different than you might expect: 8% use LinkedIn, 4% use Pinterest, and just 2% each use Instagram or Twitter But in general there is a ton of overlap between Facebook and other sites—93% of Instagram users, 90% of Twitter users, and 87% of Pinterest users also use FB Even as people are diversifying the sites they use, Facebook remains the central spoke that they branch out from. Ignore the “Facebook is dead” articles that keep popping up.
- Twitter: 40% of black internet users ages 18-29 use Twitter