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RJI Futures Lab

Nate Anton & Colin Hope. RJI Futures Lab. Engaging Audiences & Building Community. Metrics of Success - Reporting. This semester’s stories: Chute Interapt Austin 360 Mobile First Eyeris GeekWire Washington Post Paladin Seattle Times Inside Social Project Thunderdome.

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RJI Futures Lab

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  1. Nate Anton & Colin Hope RJI Futures Lab Engaging Audiences & Building Community

  2. Metrics of Success - Reporting This semester’s stories: Chute Interapt Austin 360 Mobile First Eyeris GeekWire Washington Post Paladin Seattle Times Inside Social Project Thunderdome

  3. RJI Mobile First Conference 2014 Metrics of Success - Reporting In-person interviews

  4. Metrics of Success - Reporting Themed episodes

  5. Metrics of Success - Audience Development • Twitter • LinkedIn • User experience • Engagement recommendations

  6. Metrics of Success - Twitter • Increased following • Increased engagement • Engagement with Futures Lab team • Engagement with weekly guests from our show • Crowdsourcing tips • Engagement through social conversation • Engagement with high profile sources • Engagement with a broader audience • Created new Twitter lists and built upon old ones

  7. Twitter: Increased Following • Start of semester: 492 followers; 1,051 following • End of semester: 1,310 followers; 978 following • More than doubled our following; a 166% increase Followers Following

  8. Twitter: Increased Engagement Measured by frequency of: • Retweets (RT) • Mentions (@RJIFuturesLab) • Favorites

  9. Twitter: Engagement with Futures Lab Team

  10. Twitter: Engagement with Guests from Our Show • Guests added to “Futures Lab Guests” Twitter list • Guests mentioned in tweets promoting the show • Use the #FollowFriday (#FF) hashtag to thank guests and promote show

  11. Twitter: Crowdsourcing Tips

  12. Twitter: Engagement Through Social Conversation

  13. Twitter: Engagement with High Profile Sources

  14. Twitter: Engagement with a Broader Audience

  15. Twitter: List Building Six public lists: • Student Newsrooms • Journalism Educators • Futures Lab Team • Innovative Academics • Innovative Journalists • Innovative Newsrooms

  16. Twitter: List Building

  17. Twitter: List Building Six private lists: • Futures Lab Guests • Resources for Journalists • Wearable Tech • Tech News • Mobile Innovators • Innovative News Leaders

  18. Audience Engagement Case Studies We conducted interviews with media industry members to gauge the state of engagement strategies across the country. Participants ranged from members of print newspapers to online publications and broadcast outlets.

  19. Audience Engagement Case Studies GeekWire The State Journal-Register DeSmogBlog.com Seattle, Wash. Springfield, Ill. Seattle, Wash. Las Vegas Review-Journal Tallahassee Democrat Adbusters Las Vegas, Nev. Tallahassee, Fla. Vancouver, Canada Minnesota Public Radio Relevant 24 Minneapolis, Minn. Boston, Mass.

  20. Audience Engagement Case Studies Developing an “engagement mix” “We define engagement as ‘show me you know me.’ Take what you know about your audience: their favorite shows, their interest in events, their hometowns, their preferred way to communicate, etc. Then make it easy for them to connect with your organization and your content, based on their preferences. When the audience feels genuinely connected to the content, they will give.” --Jessica Horwitz, Minnesota Public Radio “We use a variety of audience engagement strategies including social media, video (on-demand and live streaming), blogs and live blogs, push alerts, surveys and polls. We also use community events such as forums, coffee meet-ups and other face-to-face interaction. A mix of strategies is most effective.” --Rebeccah Lutz, Tallahassee Democrat

  21. Audience Engagement Case Studies Social media and measuring success • Social media and online metrics • Achieving connections “We primarily use Twitter and Facebook to engage with audiences because that’s where the bulk of the people are. On Facebook, it’s more of the audience engaging with the posts, but for Twitter, the brands we support are more likely to have a back-and-forth conversation with the audience.” --Ashly Carr, Relevant24

  22. Audience Engagement Case Studies Visualizing the future of engagement “I know that mobile has been probably the largest change to hit us in some time. People are mobile and people want to get the information they need on that mobile device. There’s a lot people doing their own reporting out there.” --Michael Quine, Las Vegas Review-Journal “More and more content will be consumed on-demand, rather than through a broadcast or live stream. We have to tailor our engagement campaigns to reach audiences where they are, when they want it. A trend I see in the future is user-submitted content, whether its video, audio, text or images.” --Jessica Horowitz, Minnesota Public Radio

  23. Recommendations - Audience Development • Twitter Engagement • Establish LinkedIn presence for the Futures Lab • Humanize Futures Lab team and encourage collaborative engagement • Focus the Futures Lab engagement position • General engagement recommendations

  24. Recommendations - Twitter • Tweet consistently & engage frequently • Engage with members of the Futures Lab team on a routine basis • Continue to engage with Futures Lab guests • Continue building public and private lists • Tweet more images

  25. Recommendations - LinkedIn Create a “Showcase” page on the main RJI company page Showcase Page Example Company Page Example

  26. Recommendations - LinkedIn

  27. Recommendations - Humanize Futures Lab team & encourage collaborative engagement • Create a bio page for the Futures Lab team • Collaborate to achieve engagement efforts • 2-3 scheduled [@RJIFuturesLab] tweets per story produced • 1-2 tweets a week from the reporters’ personal Twitter mentioning @RJIFuturesLab (crowdsourcing tips, live tweeting events, insights into the reporting process, etc.) • 1-2 engagement tweets from @RJIFuturesLab per week (retweets, shout outs, #FF, #TBT, shared content, evergreen stories, etc.) Twitter Collaboration Recommendations

  28. Recommendations - Future engagement positions • Educator/trainer perspective • Social media manager • Behavioral economics perspective • Community manager / comment moderator • Outreach ambassador

  29. Recommendations - General engagement • Plan for special events in advance for marketing purposes • Offer innovator(s) of the month/year award • Offer contests • Celebrate/create special weeks such as social media week or innovation awareness week • Offer live presentations for journalism FIGS, 2150 classes, ONA events, etc. • Co-host relevant RJI events • Twitter Chats • Set up a (private) Pinterest for “evergreen stories” and to organize show content

  30. Recommendations - Reporting Produce a more diverse range of content for the RJI website.

  31. Recommendations - Reporting Choose an area of interest to cover throughout the semester.

  32. Recommendations - Reporting Participate more in filming and editing of the weekly episode.

  33. Conclusion • This semester’s accomplishments in reporting and audience development • Audience engagement research • Planning for the future

  34. Questions?

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