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Top Social Media Tactics – public media style

Over the past six years I’ve worked on social media for various public media outlets.
Here are my favorite campaigns:

1. Launch and Sustained Growth – Oakland Local, community news site for Oakland, CA

KLOUT_OL post Launched in 2009, Oakland Local’s campaign to build a dedicated readership was simple — set up a stable stream of interesting local content and ask everyone involved to share the content with their lists. For every article or community voices blog entry published we set a Twitter and a facebook post. We then asked funders, bloggers, journalists, community partners and featured Oakland Locals to spread the news. We made this easy for them by inviting them via email to share the twitter posts we created. And we didn’t stop. We repeated this formula over and over.

In addition to making sharing a central part of the OL culture, we connected with local nonprofits and community groups at an early stage. We did this by asking groups to submit their content as community voices blog entries. And we did this by partnering with various groups on short-term news projects, capacity building workshops (where we provided tech expertise on their social media accounts) and community development initiatives. At every point we shared our mission and our knowledge and asked our partners to help share our content.

OL_23ThingsFBpost

OL_kitchenofchampionspost

Started with funding from J-Lab at American University, Oakland Local reaches 76,000 unique visitors a month, all from the Oakland/East Bay. The site now has 6,700+ facebook followers and 5,500+ Twitter followers. Although Oakland Local is fairly new, it is a model for the future of news and community engagement. As a member of both The Investigative News Network and The Society of Professional Journalists, OL is committed to quality work; we’ve had stories funded by The Fund for Investigative Journalism and the Center for Public Integrity, among others. Our stories are distributed through Yahoo! News, SFGate, New America Media and others.

2. Friend and Fund Raising – Making Contact, National Radio Project, in-depth public affairs weekly radio show
MC Klout Score

To connect Making Contact’s broadcast radio streaming listenership and its non-listening donating audience with its website, facebook and Twitter, we’ve integrated additional media into every blog post. For instance, short videos, audio web extras, photography, Thinglink images and webified versions of the audio are now included on every show page. We’ve also focused on search via AdWords and via cross linking with related news outlets. And we seek friends willing to share our content via one-to-one communications. This has led to campaigns like our 2012 MayDay public media online fundraising collaboration, MayDayMedia99, and our 2012 Valentine’s day campaign, Love Your Media Day. Both campaigns focused on friend and fund raising. To do this, both campaigns featured an AdWords Ad, a SoundCloud audio set and targeted mailings in addition to addition to our weekly radio show offering.

Our MayDayMedia campaign, a Media 99 Razoo collaboration with Media Consortium members, led to roughly 20,000 people visiting the Media 99 website. Our site, RadioProject.org also benefited from focused MayDay work. If you visited our site that day you would have seen not only our weekly show but also Free Speech TV’s player, which we used for live MayDay coverage, and buttons that led to the Media99 event map and the Storify content. This added content and marketing via social media, phone calls and emails raised site traffic that day. Our Tuesday average is roughly 600 visits/day. On MayDay nearly 1,000 visited our site. And, time spent on our site doubled. Even better, many of these were first time visitors to our site. To note, most of those who came to our site on MayDay via referrals came from facebook. And we added 39 new online donors to our donor base during our MayDay collaboration.

Our Valentine’s Day AdWords ad garnered 1,350 clicks. And our facebook posts and tweets were shared among various key supporters. Throughout this Valentine’s Day campaign we used the #supportyrmedia day hashtag.

Here’s some of what we tweeted and some of what we heard on MayDay and on Valentine’s Day:

AdWords ad:
Spiced Valentines Day
Celebrate by fighting for
access to reproductive services.
radioproject.org

SoundCloud set list:

Email Headline:
Show some love

Email Video Link:

Making Contact struggles with many challenges faced by public radio: a) a large portion of listeners tune in via their radio while driving or at home while away from the screen b) the audience is dispersed geographically c) the audience is dispersed thematically. But Making Contact is also a beacon in the nonprofit world with a funding pool composed mostly of small individual, recurring donations. Online, Making Contact reaches 6,000 unique web visitors a month. This is in addition to the 5,000+ who download the MC podcast via RSS feeds. An even larger group listen via radio stations nationwide and internationally. The site now has 2,350 facebook followers and 700+ Twitter followers.


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Getting apps into your car

Remember KITT?  The Knight Rider car from the 1980’s?

KITT is finally here and not just for those with BMWs.  With the proliferation of smartphones, automakers have found a hook to pump sales. And, consumers now expect constant grid connectivity. Last year 4.5 million cars were sold with “telematics“, by 2015 that will increase to 22.7 million, according to IHS iSuppli. source

What will we see more of?

  • smartphone management (aka radio off the dial) through in-car audio systems or via voice recognition, source – see MyFordTouch and AppLink
  • antenna systems that allow TV reception, sports and kids shows seem to be the main push on this, care of KVH, DirecTV, SiriusXM, Backseat TV now comes preinstalled in select Chrysler, Dodge, and Jeeps
  • improved navigation databases that inform electric cars of the closest energy fill-up station
  • built-in wireless connection that connects the car to the cloud and allows owners to communicate with the car from their smartphones
  • real-time traffic updates, games, streaming video in old cars via 4G – see  Harman source

“About 50 car models in the United States already have Internet radio app integration or will have it in their model-year 2012 versions. BMW, Ford, Lincoln, Mercedes-Benz, Scion, Buick, Chevrolet and Hyundai integrate Internet radio apps in the United States. In Europe, only BMW and Mini offer Internet radio so far. In China, there are four Chinese luxury models that are in the process of adding Internet radio integration.

A range of Internet radio service providers have entered the U.S. market, including Pandora, iHeartRadio, Slacker and Spotify. These companies’ services represent direct competition to standard broadcast radio and subscription-based satellite radio.
Global sales of automobiles with Internet radio capability are set to rise by a factor of more than 30 during the next eight years, leading a wave of in-vehicle apps that will be integrated into car electronics systems in the coming years, according to the IHS iSuppli Automotive Research Service from information and analysis provider IHS (NYSE: IHS).

Sales of cars with Internet radio integrated into their head unit will soar to 24 million units in 2018, up from 168,000 in 2010, as presented in the figure below. The United States will lead the Internet radio market, with sales growing to more than 10.9 million units in 2018, from 149,000 in 2010.” source
“…in the past year, 5 percent more drivers are using their cell phones to listen to Internet radio on the road. Overall, time spent listening to online radio has also increased an impressive 49 percent in the last three years. Over the recent Christmas weekend alone, an estimated 6.8 million new Android and iOS phones and tablets were activated, more than double the previous year’s count.”  source.

More info:
http://www.computerworld.com/s/article/9220979/Car_tech_The_connected_car_arrives
http://www.caranddriver.com/features/the-future-of-in-car-technology
http://www.edmunds.com/car-technology/car-tech-trends-at-the-2012-consumer-electronics-show.html
http://analysis.telematicsupdate.com/infotainment/livio-radio-how-apps-get-cars
http://newsroom.intel.com/community/news/blog/2011/05/03/consumers-accelerate-demand-for-connected-cars


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A taste for inspiring food coverage

Daniel Klein, Mirra Fein, Todd Selby and Lisa Hamilton lead the way in food coverage. And, they give me optimism for what is to come in the world of media.

Daniel Klein and Mirra Fein produce the The Perennial Plate, an online weekly documentary series on food and eating. The images are sharp, the pieces are short and better still it feels alive. Watch A Taste of Vietnam from Daniel Klein on Vimeo.

 

Lisa Hamilton has integrated multimedia and storytelling to document the stories of rural California. Called “Real Rural,” hers is an interesting project for it’s depth and the narrative arc in each of the stories.

And Todd Selby! His are vivid photos presented with audio and in some cases scanned notes that present a quick vignette in refreshing ways.

Want more visually compelling project interfaces? I do, and, I await the Hyperaudio Pad that Boas and Moskowitz are developing to foster open media that is accessible to everyone both for consumption as well as creation.


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Occupy Oakland Debates the Question of Non-Violence

The Occupy movement has changed the way Americans view political activism. And there’s a raging debate over what tactics should be used. On Thursday, December 15th, Oaklanders gathered at the First Unitarian Church of Oakland to discuss how best to Bring The Walls Down.

Watch the resulting video on diversity of tactics and what Occupy needs to move forward.


Hear the full show and see testimony footage.

Featuring: Starhawk, global justice activist and author; Rev. Phil Lawson, Methodist minister, and civil rights activist; Josh Shepherd, Navy veteran and Iraq veterans Against the War activist; Kazu Haga, Kingian Nonviolence trainer; Matthew Edwards, Iraq war conscientious objector, Melissa Merin, human rights activist; Paolo, organizer and Occupy Oakland participant; Sean O’Brien, DASW organizer; Rahula Janowski, moderator.


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Words on heroes

Fabric wall photo by Jan Smith, flickr, Creative Commons license

Warrior, protector, defender. Today, the word hero is defined by websters as one who carries out great feats.

What makes a hero? What do our hero associations imply? This piece reflects on the word and asks questions using the words of hero-theme writers and Umberto Eco.


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The Kitchen of Champions cooks it up

Harley DeCent preps beef patties for the grill.

Over the last three years the Society of Saint Vincent de Paul in Oakland has developed a program, part academy and part job placement workshop, where standout individuals dealing with various levels of distress such as prison re-entry and homelessness metamorph into lean mean cooking machines.

In twelve weeks this program covers 400 instruction hours and carries out 30 tests. On average 76 percent of Kitchen of Champions graduates find work after the program.

Lonnie, a recent grad, Chef Michael Stamm, and Brett Forman talk about the Kitchen of Champions in this segment.


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Recycling workers feel the strain

Recycling Bins at a recycling station. Photo by ThreadedThoughts, flickr, Creative Commons license

What is it like to work the recycling assembly line? At Waste Management’s Davis Street Recycling Center located near the Oakland Airport, roughly 80 workers sort through 3,000 tons of  waste per day. This includes smelly food scraps, aluminum, paper, and glass, which provide Oakland with valuable export commodities.

Isabel, an Oakland recycling center employee talks about her job and union contract with Waste Management, the nation’s largest waste services provider.  She and fellow co-workers are beginning to feel the pressure and strain as their contract expires later this month. She asks that Bay Area residents support center employees in organizing for better wages. To lend support, contact Oakland city council members and express support for recycling workers: OAKLANDNET.COM/GOVERNMENT/COUNCIL/CITY-OFFICIALS

Street level recycling bins. Photo by Tim-Tak, Flickr, Creative Commons license