Transcript Groundswell

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
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HD-DVD Processing Key
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The acquiescence
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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
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How online media is changing
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
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Company.com
Theme
Newspapers must
revolutionize to focus on
audiences – not content
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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
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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
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Google’s local search aggregates reviews
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The game is over for local search
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2) Syndicate broadly to engage consumers
wherever they are
news.com
• Audience is growing at portals
• But time spent dropped 10%
• Syndication means going to
where your readers spend most
of their time
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MySpace
Blogs
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Widgets reach your audience anywhere they
want you to be
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Brides.com energizes brides
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The widget now appears on my page
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3) Use social technologies to get consumers to
engage with you -- and each other
news.com
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The four-step approach to the groundswell
P
O
S
T
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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
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Adults Youth
The Social
Technographics
Ladder
Profile your
customers at
groundswell.forrester.com
Base: US online consumers
Source: NACTAS Q2 2007 North
American Social Technographics online
survey and NACTAS Q4 2007 Youth
online survey (12-17)
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Creators
18%
34%
Critics
25%
30%
Collectors
12%
12%
Joiners
25%
52%
Spectators
48%
57%
Inactives
44%
33%
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Age is also a major driver of adoption
Percent of each generation in each Social Technographics category
Youth
(12-14)
Youth
(15-17)
Gen Y
(18-26)
Gen X
(27-40)
Younger
Boomers
(41-50)
Older
Boomer
(51-61)
Seniors
(62+)
Creators
29%
40%
38%
24%
12%
8%
5%
Critic
25%
37%
41%
30%
22%
15%
13%
Collectors
9%
15%
22%
15%
9%
6%
4%
Joiners
43%
64%
59%
33%
15%
8%
4%
Spectators
52%
64%
63%
55%
46%
39%
30%
Inactives
39%
25%
25%
27%
48%
55%
66%
Base: US online consumers
Source: NACTAS Q2 2007 North American Social Technographics online survey
NACTAS Q4 2007 Youth online survey
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Key roles and their groundswell objectives
Roles
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Groundswell objectives
Research
Listening
Marketing
Talking
Sales
Energizing
Support
Supporting
Development
Embracing
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Now this is listening
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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.
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The result: a successful product launch . . .
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Real Simple’s managing editor talks on her
blog with a personal voice
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Dan Black, Director of Campus Recruiting for
Ernst & Young
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Ernst & Young talks to college students on
Facebook
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Tampabay.com energizes with a music video
on YouTube
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DavisWiki.org supports the community
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“Neighborhoods” in Facebook connects and
supports people
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Supporting front line employees at Best Buy
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Starbucks solicits ideas
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And then posts on a “blog” to close the loop
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Crédit Mutuel’s “suggestion box”
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ROI of executive blog (year one)
Cost
Value
Planning and training
$35K
Advertising visibility
Platform and IT
$30K
Press stories
Brand monitoring service
$50K
Blog word of mouth
$37K
$69K
Content production and
review
$170K
Support savings
Total costs
$285K
Total value
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$7K
$240K
$353K
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
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Thank you
Charlene Li
+1 650.581.3833
[email protected]
Slides available at www.forrester.com/inma08
Book info at groundswell.forrester.com
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