Audience Architects

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Audience Architects

• Total Community Coverage in Cyberspace
• Growing Your Audience
• Knight Digital Media Center
• In partnership with the Maynard Institute
• Dec. 8, 2007
• Los Angeles, CA

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The Modesto Bee modbee.com

• Sports scores service
• Dan Day

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Target audience

• People without computers or Internet service,
  including farm workers
• Spanish speakers and immigrants
• Young adults, teens

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Strategy

• A useful service
• An ad delivery vehicle for text/mobile platform
• Gain expertise in the mobile format
• Bring more unique visitors to us whichever way we
  can

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How it will work

• Baseball, football, soccer, basketball
• Special emphasis on soccer pro leagues
• User-generated local adult, youth scores
• Text messaging to cell phones
• Goooaaallll! ring tones
• E-mail distribution
• Ads attached
• Off-shelf tools, clerical time

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Kentucky.com

• Zoning plan
• Deedra Lawhead

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Target audience

• Families and single-professionals in Scott and
  Madison counties.
• Sub-audience of African-American professionals in
  Scott, Fayette and Madison counties.

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Strategy

• Editor-directed reader forums to surface and
  cover relevant issues
• Gets Ky.com into user-generated content
• Ky.com seen as local info source in key counties,
  populations

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How it will work

• User-generated content, editors are the guide
• Best goes on homepage, WAP site
• Also place on Scott, Madison pages
• Market the forums with various groups
• Identify bloggers from the targeted communities
  to enhance content
• Deliver blog updates to subscribers mobile
  phones
• Make forum, content findable through site search

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How it will work

• Do at least weekly multimedia (video, photo/audio
  slide shows) on How We Live, featuring various
  segments of our communities engaged in their
  lives
• Include a user portion of How We Live to
  encourage reader submission of photos, videos
• Offer contests as incentives to participate free
  cell phones as prizes among others.

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Bakersfield.com

• Online and mobile strategy to serve the military
  community
• Jennifer Baldwin

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Target audience

• 11,000 military personnel and contractors living
  on and working at Edwards Air Force Base and
  China Lake Naval Air Weapons Station
• People who are planning to or have enlisted in
  the military from Kern County.
• The families of the enlisted
• Retired military / veterans

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Strategy

• Create an online meet space for current and
  retired military workers and their families
• Offer a place for military people serving abroad
  to keep up with whats going on in their
  communities at home
• Offer news, advice columns, and resources
  important to the military community

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How it will work

• Create a special section on Bakersfield.com for
  the military community
• Offer aggregated news feeds that cover the
  community offer RSS and text alerts
• Offer the Bakomatic social networking platform,
  including profiles and blogs
• Target specific columnists/bloggers to create
  content for the site (example topics family,
  homemaking, education)

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How it will work

• Offer Legacy.com tributes to fallen soldiers and
  veterans
• Poll and survey the community for reporter-driven
  articles and projects
• Post cheers for promotions, medals and other
  honors
• Create a widget for people to surface on their
  Facebook and MySpace pages
• Original music by D-Day the Invaders

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The News-Press, Fort Myersnews-press.com

• Hispanic mothers
• Mark Bickel

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Target audience

• Hispanic mothers
• Second and third generation
• Florida new Hispanic state fast growth

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Strategy

• Platform Gaceta Tropical
• Use social media tools to organize this unique
  community
• Seed and feed through editor/reporter engagement
• Promotion

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How it will work

• Supported by user-generated content
• Emphasis will be on family/community

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How it will work

• Content ideas family, health, beauty, things to
  do, music, teaching the culture. How about a
  moments of life blogger to play up the
  family/community theme?
• Integrate with content we produce (video,
  moments of life audio-slide shows)
• Advertising Yes. But only once the content grows
  (two years??)
• Other platforms text (ringtones)

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MyTopiaCafe.comDaytona Beach News-Journal

• Whats happening?
• Where you at?
• Michelle Ferrier

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Target audience

• Mobile users
• Hispanic population
• College-age students
• Blue-collar workers

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Strategy

• Push/pull content options
• Mobile Wazzup/Where you at?

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How it will work

• Push RSS feed of current category tagged content
  headlines and geotagged text message content
• Pull Text message feed on town pages of
  MyTopiaCafe.com and mapped to Google Maps of
  local area
• Ringtones!

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