Training on New Media Strategies for News Organizations in Indonesia. How should traditional media in the 3rd most populous nation prepare for a reader population that ranks as one of the largest user bases for Twitter and Facebook globally? Will social be the real gatekeeper? Conducted at Wee Kim Wee School of Communication and Information Nanyang Technological University, Singapore, 2012

1. Social Media for your:
Reader | Producer | Competitor
Training: New Media Strategies for News Organizations
Venue: Wee Kim Wee School of Communication and Information
Nanyang Technological University, Singapore
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2. Social media today is a regression to
1800s
Source: Thomas Baekdal, April 2009 2

3. Psst! Did you hear about…
The only time you can give and receive info is to
be at the right place at the right time.
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4. Read all about it!
The first medium that unifies the broadcast of
news.
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5. We will be back after these messages
Now the audience can all consume news at the
same time.
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6. Tune in, same time, same channel
TV is the new king of mass mediums.
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7. Shrilling and shrieking birth of WWW
The realization that the Internet is the medium of
the give and take.
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8. My grandma has a blog, too
The hurdles to one’s own internet presence has
collapsed.
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9. Poke, Like, Comment
The participatory medium has entered the scene.
TV and newspapers are no longer primary.
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10. We are smarter than me
The new king of information is everyone.
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11. Everyone is at the scene of the news
Source: Wulffmorgenthaler.com
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12. Personification of news
Mass media gives in to mash media
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13. Who’s the gatekeeper now?
A. Editor
B. Search engine
C. Reader
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14. Who’s the gatekeeper now?
A. Editor
B. Search engine
C. Reader
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15. The answer lies in your traffic sources
Advertising Social
Are you buying/bartering ads in other media to You are doing the right thing. Next question:
drive visitors to your site? If ads is a large What is the time on site ROI you are deriving
source, you are losing relevancy. from this source of traffic?
Search Direct
You are an authority because others rank you Versus your competitors, are you holding a
highly. But what are your niche topics of large share of target audience? If so,
influence? Should you be concentrating on congratulations, you are still the gatekeeper…
them? for now.
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16. Traditional media no longer
has a monopoly on wisdom
Then: Editor
Then: Site visitors
Now: Content
aggregators, social Now: Social
newsfeed, search friends of site
engine results visitors, search
engine users
Newsmaker
Then: Journalist
Now: Bloggers, friends on social
Source: Mark Anderson networks, wikipedia editors, quora 16

17. The answer lies in your traffic sources
Source: Survey conducted amongst Indonesian editors, edvarcl.com 17

18. We link to articles. Not newspapers
Like entertainment content, articles are being
commoditized.
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19. News snacking cycle
Use to describe three sequential, repeating phases
Link to article
A new door way to your site is
opened on a social network
1
Snacking
2 The single article is
consumed and the user
hops back to the social
stream for the next link
3
Mutualisation
The user re-selects another
article based on what their
friends are reading
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20. Editorial for attraction/retention
We need both passing traffic for ad monetization and
loyalist for subscription revenue
Eye candy Articles designed for sharing. Populist. No depth.
Designed to incite curiosity and/or
sensationalize. Example: Man bite dog
Truffle candy Articles with immense value and learning for target
reader. Insightful. Designed for precise targeting of a
niche audience.
Example: Why man bite dog
Subscription Maximize the traffic. Passing traffic monetized with ads
(catch/connect) and loyalists are monetized with
subscriptions (close/continue)
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21. What is your new role?
In a participatory media maelstrom, where are
you checking in?
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22. Pick your role
Source Channel
‣ Source = person =
creator
Reader ‣ Channel = hashtag =
access
‣ Destination = first access
= personalized
consumption space
Destination
Source: Thomas Baekdal, April 2009 22

23. Pick your role
‣ Source = creator of
content. Twitter accounts
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24. Pick your role
‣ Channel =
aggregation of
sources
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25. Pick your role
‣ Destination =
first point of
contact; highly
customized
front-end for
channel
surfing
Source: Flipboard.com 25

26. Path to reader
Steps of an audience connection funnel
Catch Connect Close Continue
Do they know me? Are Am I considered superior Have they visited my Have they signed up for
they familiar with me as a in their news page? Have they my newsletter. Am I a
source of news? consumption commented on my news source/channel in their
consideration options? articles? Have they news app? Are they using
shared my article with social Oauths to link to
their friends? my site? Are they paid
subscribers?
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27. Designing Return On Social: Part 1
It is not a question of fan volume
‣ Number of fans ≠ Quality
• Excessive focus reduces TA
accuracy
• Reduces newsfeed reach
• Reduces overall community
interaction
Source: Threadless.com 27

28. Designing Return On Social: Part 2
Social media functions as a barometer of consumer opinion.
With properly crafted filters, we can aggregate opinions and
engagements for P2P insight on social returns.
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29. Content Engagement Curve
Measure your virality to boost your news snacking traffic
Populism (Virality score >2)
Content has gained the brand great favor
with TA. Large increases in Shares,
Likes, Comments and fan growth.
Content has to be crafted with TA and
Crossing the Chasm P2P in mind to generate high
The ah-ha moment when content
engagement scores
resonates with TA. Signs of this
include an IPM score of >5 and
organic fan growth without media
buy
Narcissist (Virality score <1)
Low quality content that simply
Pointless (Virality score
echoes the brand USP or self
<1) promotes without creative thoughts
Low quality content that has no given to creating alignment with TA
relevance to the brand. No P2P
The Chasm
original content. Heavily
comprises links to other sources
Irrelevance Banality Relevance Focused Banality
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30. Fluidity in Management
Flexibility and nimbleness are key success drivers
1. Listening insights
2
2. Content planning 1
3. Communication
management 3
4. Relearn 5
5. Remarket 4
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31. Social Content
A dynamic and ever-evolving organism capable
of virality and influence

32. The Content Has Many Faces
A single key message can be optimized for social application
Multi- Multipurpos
Dynamic
Platform e
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33. Visually Dynamic
Creative content for social extends beyond campaign key visuals
Brand Identity Insights driven usage
Content re-optimized upon feedback KV adapted in live setting
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34. Four Faces of Community Managers
Community advocate Brand evangelist
Active understanding of what customers are Promote events and products to customers using
saying Engaging customers by responding to their marketing tactics and conversational discussions.
requests and needs or just conversations, both in As a proven, trusted member of the community,
private and in public. the individual has a higher degree of trust.
Editorially skilled Input gatherer
Editorial strategist. Understands TA lingo, skilled in Turns the community into a live HH panel and
new media communication and able to create/plan uses surveys, polls, one-on-one exchanges and
content that assimilates TA culture and P2P listening insights into powerful product feedback 34
insights. for learnings.

35. We have moved from information
scarcity to plenty. You ready to face
the flames?
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36. Contacts
Edvarcl Heng
edvarcl@edvarcl.com
http://edvar.cl/edvarclfb
http://edvar.cl/edvarclinkedin
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