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Dan Pacheco

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Title: Dan Pacheco


1
Local Social Networking
  • Dan Pacheco
  • Sr. Manager of Digital Products
  • The Bakersfield Californian
  • dpacheco_at_bakersfield.com
  • dan_at_futureforecast.com

Suburban Newspapers of America Conference May 13,
2008 Las Vegas, NV
2
Agenda
  • What is Social Networking, and why should you
    care about it?
  • Case study Local Social Networking in
    Bakersfield
  • New Tools of the Trade

3
  • 1
  • Social Networking

4
What Is Social Networking?
  • Part of the broader megatrend of
    consumer-generated content.
  • Centered around the idea of persona, as expressed
    through online profiles.
  • Who I am
  • My photo(s)
  • My interests
  • My content and contributions
  • My friends
  • Serves as a hub for content
  • Blog postings
  • Article submissions
  • Photos videos
  • Online status (what Im doing right now)

5
Maslows Hierarchy of Needs
Source Wikimedia Commons. See http//en.wikipedia
.org/wiki/Maslow's_hierarchy_of_needs
6
A few of the biggies
MySpace
Bebo
40 million members, popular in the UK. Recently
acquired by AOL
Over 100 million members 700 million est. annual
revenue
  • Facebook

Ning
69 million members 150 million est. annual
revenue
Do-it-yourself social network tool that hosts
260,000 networks run by others.
LinkedIn
Twitter
21 million members Focused on career networking
A growing mobile status sharing service. 1.3
million unique visitors (Comscore)
7
Dont be alarmed by technospeak!
  • People connecting with others based on shared
    interests is nothing new.
  • Remember AOL profiles? Hugely popular in their
    time.
  • Message boards have had profiles from the
    beginning.
  • Forget about the buzz words. This is about
    meeting basic human needs.
  • Social creatures are compelled to connect and
    share.
  • New tools just make it easier.
  • MySpace popularized the idea of linking profiles
    through friend connections.
  • Facebook, based on your real identity, started
    with college students and is now open to
    everyone.
  • Now social networking tools are fragmenting, with
    everyone from John McCain and Barack Obama, to
    socially-conscious non-profits (see Care2.com)
    offering niche networks.

8
Why social networking?
  • Media business models are based on advertising
    around a few common topics, but thats not how
    people organize themselves anymore.
  • There is no One America anymore, or Two, or
    Three, or Eight. In fact, there are hundreds of
    Americas, hundreds of new niches made up of
    people drawn together by common interests. --
    Mark J. Penn, Trendspotting
  • Our media ad model is not suited to this world
  • Today we sell a few verticals that are an inch
    wide and a mile deep.
  • We need to sell o thousands of niches,
    demographics and interests.

9
Or put another way
  • How you probably still think about media
  • Dad newspaper
  • Kids TV
  • Mom Off the radar

10
The actual media landscape
  • People graze through the day from different
    sources. And they increasingly put content back
    into it.

11
Less Time
More Choice
Fragmented market
12
How to maintain grow audience?
  • Our challenge offer a little bit of everything
    for everyone, but in many places.
  • One brand on one platform wont cut it.
  • Leverage peoples desire to get involved
  • Not necessary to hire a reporter for every
    beat.
  • Niche audiences love to report on themselves.
  • Think of your staff as the uber community
    contributors
  • Empower your community to contribute stories,
    blogs, photos and videos -- then throw your staff
    into the mix. Trust me they will stand out in
    the areas where it counts.

13
  • 2
  • Local Social Networking
  • In Bakersfield, CA

14
About Bakersfield
  • At the base of the Central Valley of California
  • 90 minutes north of Los Angeles, 6 hours south of
    San Francisco.
  • 330,000 people and growing.
  • Industries Agriculture, oil, and bedroom
    community for people who work in Los Angeles and
    coastal towns.

15
About The Bakersfield Californian
  • Locally focused newspaper
  • Independently owned for 140 years
  • Not part of a large media chain
  • The only paper of its size in Bakersfield (70,000
    daily circ).
  • Publisher takes long view
  • Thinks ahead by 5-10 years.
  • Award-winning products
  • Innovative in both print and Web.

16
Bakersfield Internet Usage
  • Internet usage increasing, but is not yet
    ubiquitous
  • 56 have used Internet in last 30 days.
  • 45 have broadband (25 DSL, 20 cable modem).
  • 12 still use dial-up Internet.
  • Ave. time spent online hovers around 1-4 hours /
    week

Source Scarborough Research 2007. Kern County
and Bakersfield
17
And yet, our newspaper Web site is a hotbed of
local social networking activity. Just look
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20
Locals do want to network
  • 10 local Web sites with a full range of social
    media tools that drive over 4 million pvs / month
  • User profiles
  • Citizen contributed stories
  • Free blogs for everyone
  • Social networking and user-contributed content
    drives most of the growth online
  • 26,000 profiles
  • 39,000 friend connections
  • More than 1,000 blogs
  • 20 of activity comes from community content

21
How people use our networks
22
Interests help like minds connect
Find other fans of ska, running, tattoos in a few
clicks.
23
Friends grow the audience
24
Blogs bring in content, news, fun
25
Band radio attracts music fans
  • On Bakotopia, bands upload music to their user
    profiles, where it streams.
  • We approve new tunes, then keep our hands off.
  • Best stuff shows up on home page, in Bakotunes
    Podcast.
  • In 2007, we started selling a CD compilation for
    5. (Yes thats right -- we made money on free
    music).

Listen to Bakotopia Radio
26
The people are the content
  • Golden Empire Paranormal Research Society
  • Can evict your ghost, and sell you a futon on the
    side!
  • CubicleDweller
  • Just another corporate slave that gave up her
    dreams to finance a mortgage. One day I will
    break these chains and emerge triumphant.
  • Twinkie
  • I used to be super model until a freak accident
    caused me to shrink in size and gain weight. Then
    as luck would have it, I turned a pale yellow.

27
Lots of Activity, but
  • Niche sites are popular with consumers, but not
    so much with local advertisers (yet -- remember
    this all very new).
  • Only 12-14 of local businesses advertise online
    -- and that includes those that use the social
    networking tools themselves.
  • That means you have to be extra creative. Here
    are some examples and ideas for local media.

28
Online-Local Print Hybrids
  • Bakotopia.com
  • Web site started in 2005.
  • Print edition launched early May 2007.
    Distributed at 100 locations.
  • No story finishes in print. You must go online to
    read it all.
  • People know that their ticket to getting into
    print is contributing online.
  • Local advertisers who use the site are more
    likely to buy ads in print than on the site
    theyre using!

29
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33
The Northwest Voice
  • First citizen journalism initiative by a U.S.
    newspaper
  • Spring 2004
  • People write articles that are printed home
    delivered.
  • Kids accomplishments, recipes, local issues.
  • While content comes from Web, most revenue is
    still from the printed publications.
  • Triggered a wave of similar initiatives across
    U.S.

http//www.northwestvoice.com/http//www.swvoice.
com/
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35
Local Business Directory
  • Bakersfields Inside Guide creates a profile for
    every local business in town, and lets consumers
    rate and review based on their experiences.
  • Consumers can also become a friend of the local
    business, opening up the possibility of direct
    marketing to VIP customers.
  • It is much easier to sell advertising on local
    business profiles than on personal profiles.
  • Lawrence.coms Marketplace product is projected
    to bring in 1 million this year, mostly from
    enhanced profiles.

36
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38
Continually adding new features
  • Personal inbox and Friend status update feature
    lets you keep up with what your friends are doing.

39
And lets not forget the impact on day-to-day
journalism
40
Bakosphere Newsroom revolution
  • Newsroom reorganized to be web first for
    everything.
  • News department heads, now team leaders with
    groups of reporters, post reporters stories to
    the Web in blogs as they come in.
  • Reporters converse with readers as they blog. The
    readers help direct focus of the stories.
  • Night copy editors focus on polishing headlines
    and other fine-tuning, rather than raw story
    posting.

41
Newsroom revolution
42
Newsroom revolution
43
Newsroom revolution
44
Newsroom revolution
45
  • 3
  • New Tools of the Trade

46
Were too small to do all that
  • To do this well, you need to apply people and
    money. However
  • There are ways to get your feet wet starting now
  • Open-source tools. Bakotopia started out as a
    10,000 on the cheap experiment using fee app
    called Noahs Classifieds
  • Drupal A free community framework with a
    thriving, growing development community
  • Ning.com
  • And more and more free services pop up every day

47
Ning.com
  • Ning.com Create a social network for anything

48
Ning.com
  • Started by the creator of Netscape, the first
    commerical Web browser.
  • Includes user profiles, blogs, video, music and
    more every day.
  • Start out for free. Pay to add your domain name
    (e.g. soccerclubs.newspaper.com), and for more
    space and traffic.

49
Mogulus for Video
  • Live video broadcasting -- free!

50
Ground Report
  • New York-based broadcast about international
    issues. Uses Mogulus and embeds video on page.

51
Magnify.net
52
Magnify.net
  • Free video aggregator.
  • Pulls from YouTube, Google video and others based
    on keywords.
  • You can apply your design (and ads!) to the site.
  • Embed video player on your own site in minutes.

53
  • 4
  • Summary

54
Whats this really all about?
  • Its not really about technology.
  • There will always be a hot new tool or
    application.
  • Its only a true need or interest that motivates
    the use of technology.
  • Its about tapping into peoples desires to
    express themselves and tell their own stories in
    their own words.
  • The same thing that made YouTube a phenomenon is
    fueling local user-generated content.
  • That means it can happen in your community, too.
    As local publishers, you know the needs and
    interests of your community a lot better than a
    Silicon Valley startup

55
Homework
  • Set up a Ning site.
  • Set up your profile on Facebook, MySpace,
    LinkedIn or another.
  • Use social networking sites to promote your
    publications to new people.
  • Keep up with your kids! -)

56
Questions?
  • Dan Pacheco
  • dpacheco_at_bakersfield.com or dan_at_futureforecast.com
  • Mary Lou Fulton
  • Mfulton_at_bakersfield.com
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