Kyle Niederpruem on Gannett

Dateline: Tue 28 Aug 2012

Niederpruem now owns/runs Kyle Communications. As a former ace reporter at the Indianapolis Star, covering environmnental issues among other beats, she cut her teeth in traditional journalism. Now she's tracking the latest with Gannett.

Here's her perspective about the efforts of the Star and other Gannett properties to reinvent themselves via social media, lifted from a blog post on her website, kylecommunications.com:

"As Gannett builds its new digital empire, the media giant is hosting workshops in various cities bringing in presenters from Phoenix and Nashville to talk businesses into buying their expanded services. The latest menu offers everything from websites to pay-per-click ad campaigns and reputation management in social media.

"We first heard about the new a la carte offerings via a client in Cincinnati, who had been approached by The Enquirer. So we approached The Star and started a conversation in Indy.

"Prices are competitive, if not lower, than social media or ad agencies offering similar services – as much as $1,000 lower a month. Gannett is so anxious to sell these new services that we were told all contracts are negotiable and it doesn’t matter where you buy or sign up.

"In our packed session at the downtown Star building, the room was filled with what seemed to be mostly small or medium sized business folks. No developers. Not too many social media gurus. At least one guy admitted to checking in on FourSquare when he arrived at 307 N. Pennsylvania Avenue.

"Presenters left no room for Q&A, but rattled off a lot of stats and numbers about social media and why YOU need to be there, including an odd tidbit about Camel font (Google it).

"The digital media world for Gannett is an interesting one. As most advertisers flee to mobile and online for better results, they’re repurposing their time and efforts.

"For smaller companies without the means or the patience to tackle social media, this may be a perfect fit. But it also means tying into a similar ad agency model – with an account executive, content manager, and more typical trappings that generally smaller companies eschew due to lack of funds (or worries about control).

"But the perfect fit may also be the perfect storm.

"Let’s say an advertiser lets Gannett take over its social media and content. Suddenly the newspaper where you are advertising, doing social media, etc., also goes on a negative bent about bad news that hits your company and is being covered via Twitter and Facebook by the newsroom.

"Yes, we all are supposed to know that advertising is separated from editorial … firewalls and all.

"But they’re now managing your website, your social media, your online reputation, your Google ads, and more.

"When we asked Gannett how this would be handled, we received some vague replies about flooding a social media platform with positives – or simply ignoring the negatives.

"This gave us cause for pause.

"As Gannett builds its social media empire, it’s also acquiring other companies to put it into place such as the purchase of BLiNQ (coincidentally announced the same day as our workshop) and its previous $100 million purchase in 2005 of PointRoll.

"BLiNQ also posted the news on its site.

"Hello to one-stop shopping for all your marketing needs.

"Gannett also offers a “free” analysis of your social media – which doesn’t provide much detail except to tell you there’s always more you could be doing in social media.

"Its assessment includes some pretty obvious stuff:

  • Listing the number of your Facebook Likes
  • Whether you have a Facebook photo cover
  • Advising if your photo shows a “brand story” and determining if your photo violates Facebook guidelines
  • Review of your custom tabs
  • Determining if your posts are inconsistent or lacking engagement
  • Whether you are pinning to your Facebook Timeline

"To compare what’s out there, a top-level package from a Midwest ad agency we received quoted $3,700 a month. A similar package from Gannett ranges from $1,999 a month to $1,748 a month (set-up fees not included which could run another $1,000). A six-month minimum is required.

"Here’s our take: For the types of companies who attended the workshop in Indy, this may be worth it – and it’s definitely more affordable than what agencies charge at upwards of $200 an hour.

"But contracts are contracts and the devil is in the details, especially when it comes to reputation management in social media (think liability insurance and coverage). Pick your dance partner wisely.

"Also note that your sales/account rep may be based in your city, but content managers are out of Phoenix and Nashville. If you want to do your business in person, then this option probably isn’t for you.

"Social media models are evolving all around us with options sprouting up daily. Like any transaction choice you make for your business, shop around before you decide. Social media can be effective, affordable and integrated into your daily routine without much pain – all with good results."

Comments

hendy [Member] said:

What is clearly frightening is the sense that they're touting analytics and lots of modern data goo when their current CMS is the equivalent of a 9" black and white TV.

Yes, the sales job promises a lot, but remember that some of this comes at the price of user privacy (the analytics and "big data") and their capacity to deliver this is in my mind, entirely questionable. They're acting like in one step, they can be the NYT, or one of the current leaders in online media, when their track record shows train wrecks and antipathy.

The social media model has lots of resistance, because it's inhumanely invasive. It's a sales job, in a company where the sales department rules, and content drools. We could hope for better, but it's unlikely.

2012-08-28 10:36:51

Jeff [unverified] said:

I attended that session as well. I signed up after seeing it listed in the Star as a free seminar. I was disappointed that there was no Q & A session, and the presenter said he would discuss LinkedIn, but didn't. All in all, however, it was interesting stuff.

The most interesting part for me was finding out about the concept of ZMOT (Zero Moment Of Truth.) Maybe others knew about it, but it was new to me. I downloaded the Google e-book and have been reading through it.

There was no hard sell at all. The presenter showed one slide demonstrating Gannett's capabilities and that was about it. I've not been contacted by anyone, although I'm not really a potential client.

2012-08-28 11:31:39

George Stuteville [unverified] said:

Gannett is not nimble nor innovative enough to service such clients AND stay apace with the iterations of the Internet and social media. It may have purchased some resources, but, like The Star, will ultimately have no idea what to do with them.

I predict failure and frustration ahead for all parties.

2012-08-29 10:43:52

Tell The Truth [Member] said:

I read this post three times and I don't know what the hell they're talking about.

But if I need help with any project I'l probably hire Kyle.

2012-08-30 17:48:30

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