susan daly, thejournal.ie dmx dublin 2014 - how to get online media to notice your sme
Post on 18-Oct-2014
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DESCRIPTION
It’s now easier to self-publish online - but how do you get your brand or message to cut through the white noise of the internet? How do you attract the attention of influential online publishers to get in front of their audience? Susan Daly, editor of the number 1 Irish news app TheJournal.ie, gives her tips on how to innovate in your online communication and make your story heard.TRANSCRIPT
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How to get
noticed by
online media
Susan Daly, Editor
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Know your/our online audience
“Hey, could you write an article
about us in your
„online newspaper‟?”
“Will you feature us in your
„blog‟?”
ErM...
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Knowing us: What is thejournal.ie?
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thejournal.ie - what we learned
… and you should too
If it doesn‟t
work online,
it doesn‟t work.
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thejournal.ie - what we learned
… and you should too
If it doesn‟t
work for mobile,
it doesn‟t work.
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thejournal.ie - what we learned
… and you should too
If it doesn‟t work
for our 120,000
daily smartphone/
tablet users,
it doesn‟t work.
● Engaging
● Timely
● Social
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How do we engage?
Interactivit
y
Comments
User-generated
content - You
own the news
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How are we timely?
- What are users doing?
- Where are they doing it?
- What needs do they have?
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How are we social?
When in Rome (be native)...
- conversational tone
- responsive/interactive
- shareable content
359,000 178,000
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Some takeaways... from us… for you
Our users
lead the
online
conversati
on; and on
social,
they
spread the
word for
us
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Some takeaways... from us… for you
Online and
mobile
audiences
love…
online-
friendly
formats.
Ipsos/MRBI
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Some takeaways... from us… for you
Online and
mobile
audiences
love to
share…
online-
friendly
formats.
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So… what’s YOUR angle for us?
“Hey, could you write an article
about us in your
„online newspaper‟?”
“Will you feature us in your
„blog‟?”
ErM...
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Good things to say to online media:
• “Would you like pics/video/infographic/format with that?”
• “We know that TheJournal.ie audience likes X, Y, Z and we
might have an angle for you …”
• “This would appeal to this particular group...”
• “We can send you an embargoed presser…”
• “We have an expert for you for Budget Day/ [insert upcoming
event of choice]...”
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Things to avoid...
• Ringing to see if we got that generic press release (we did)
• Calling your video „viral‟ … before anyone sees it (we won‟t)
• Setting up social media presence… then not using it
(previously, the Ryanair rule) - or misusing it
• The office freebie/Twitpic trick
• Confusing crass for class in content
• Negativity (sometimes). Online positivity.
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Recap: Have you got content we need?
Engaging
Timely
Social
Mobile-friendly
QUESTIONS? :)
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BONUS SLIDE: Crisis communications
Your silence = someone
else takes the
megaphone
● Holding statement
● Fuller statement
● Use your own online
channels
● Social media interaction
● Out-of-hours contact