PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012CreatingActionableContentSocial MediaOptimizationTim CurrieSch...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 2 OF 43
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 3 OF 43
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Why Does it Matter? ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Why Does it Matter? ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Content Do We Share? ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Content Do We Share?• Positive content is more viral than...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Drives Our Sharing?Online is an active mediumFrom Usabili...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Emotion + Action on Display ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 20 Most Retweetable PhrasesDan Zarrella (2009)1364 you1138 tw...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Differences: Facebook/Twitter ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 Differences: Facebook/Twitter• Facebook is focused on fr...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012TipsSo what does it mean for us? … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ ...
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PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 Tip: Make A Call To ActionThe grammar of websites:• Watc...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + …Bad Print Headlines Have …• Label...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Location ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Location ...
PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012How Does This Apply To Me?Reporters & editors the distributors...
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Creating Actionable Content

Presentation on social media optimization delivered at Newspapers Atlantic Conference, May 11, 2012 in Halifax, Nova Scotia at the Marriott Harbourfront. By Tim Currie
Published on: Mar 3, 2016
Published in: Technology      News & Politics      
Source: www.slideshare.net


Transcripts - Creating Actionable Content

  • 1. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012CreatingActionableContentSocial MediaOptimizationTim CurrieSchool of JournalismUniversity of King’s CollegeHalifaxEmail: tim.currie@ukings.caTwitter: @tscurrie
  • 2. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 2 OF 43
  • 3. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 3 OF 43
  • 4. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Why Does it Matter? 4 OF 43
  • 5. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Why Does it Matter? 5 OF 43
  • 6. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Content Do We Share? 6 OF 43
  • 7. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Content Do We Share?• Positive content is more viral than negative content• Content that evokes high-arousal emotions is more viral. Positive (eg. awe) or negative (eg. anger or anxiety)• Content that evokes low-arousal or deactivating emotions (eg. sadness, disappointment) is less viral 7 OF 43
  • 8. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012What Drives Our Sharing?Online is an active mediumFrom Usability Expert JakobNielsen. One study participant (1997): "If I have to sit here and read the whole article, then Im not productive." 8 OF 43
  • 9. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Emotion + Action on Display 9 OF 43
  • 10. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 20 Most Retweetable PhrasesDan Zarrella (2009)1364 you1138 twitter701 please598 retweet397 post389 blog352 social306 free304 media269 help262 please retweet262 great237 social media229 10222 follow187 how to165 top164 blog post128 check out118 new blog post 10 OF 43
  • 11. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Differences: Facebook/Twitter 11 OF 43
  • 12. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 Differences: Facebook/Twitter• Facebook is focused on friends• Usually people you have met• Inter-locking rings of privacy• A measured flow of content• Twitter is focused on interests• Usually people you havent met• Mostly public• A fire hose of content 12 OF 43
  • 13. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012TipsSo what does it mean for us? … 13 OF 43
  • 14. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ 14 OF 43
  • 15. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ 15 OF 43
  • 16. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ 16 OF 43
  • 17. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ 17 OF 43
  • 18. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Find The ‘Nugget of Social’ 18 OF 43
  • 19. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 19 OF 43
  • 20. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012 Tip: Make A Call To ActionThe grammar of websites:• Watch the video clip• Follow it live• Read the full story• View the picture gallery 20 OF 43
  • 21. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action 21 OF 43
  • 22. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action 22 OF 43
  • 23. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action 23 OF 43
  • 24. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Make A Call To Action 24 OF 43
  • 25. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 25 OF 43
  • 26. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 26 OF 43
  • 27. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + …Bad Print Headlines Have …• Label heads• Questions• Passive constructionsBad Online Headlines Lack …• Keywords 27 OF 43
  • 28. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 28 OF 43
  • 29. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 29 OF 43
  • 30. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 30 OF 43
  • 31. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 31 OF 43
  • 32. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 32 OF 43
  • 33. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 33 OF 43
  • 34. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 34 OF 43
  • 35. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Think Story Headline + … 35 OF 43
  • 36. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images 36 OF 43
  • 37. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images 37 OF 43
  • 38. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images 38 OF 43
  • 39. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images 39 OF 43
  • 40. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Tip: Use Images 40 OF 43
  • 41. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Location 41 OF 43
  • 42. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012Location 42 OF 43
  • 43. PRESENTATION AT NEWSPAPERS ATLANTIC CONFERENCE, MAY 11, 2012How Does This Apply To Me?Reporters & editors the distributors of news content now 43 OF 43

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