The Innovation Mission wrapped up on Thursday with visits to KING5, Sinclair and the Seattle Times. Here are some of the highlights
The Seattle Times used the name of their company in their digital marketing service brand
.@seattletimes branded their B2B offering “Seattle Times Media Services,” believing that name conveyed their “integrity, trust and local expertise” better than some new moniker. Their tagline: “Smart marketing, local impact.” #LMAIM
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
The Seattle Times’ keys to selling
Keys to selling digital agency services at @seattletimes #LMAIM pic.twitter.com/hMh89DlgqR
— Nancy Lane (@localmediarocks) May 24, 2018
Seattles Times is not focused on selling a product but services
Focus at @seattletimes agency is selling services and consultation, not products #LMAIM
— Shannon Kinney (@shannonkin) May 24, 2018
It’s everyones job at The Seattle Times to drive subscription growth
At @seattletimes, reporters are encouraged to think of themselves from a publisher's perspective, rather than a journalist's perspective, and are assigned individual goals to increase audience engagement and convert readers to subscribers. #LMAIM https://t.co/DlyOdWOS1f
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
Check out this newsletter and the numbers it’s driving for the Seattle Times
"Morning Brief" is one of nine @seattletimes newsletters: 175K+ subscribers, 32% open rate, 90+ hours/month to produce, average 169 monthly digital subscription conversions from its readers. Just launched evening counterpart. #LMAIM https://t.co/HuyjUfOkQG
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
Pretty impactful storytelling from KING5
Exploring @KING5Seattle's "Under the Bridge." @frankwords explains: "We wanted to learn how we might apply our core competency — finding & telling meaningful stories — in a non-linear, 360 environment where the audience controls the perspective?" #LMAIM https://t.co/e5SzQscWtg
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
He is a quote machine
A quote machine…and an insights powerhouse! #LMAIM
— Jed Williams (@williamsjed) May 24, 2018
Take 5 seems like a great idea
.@collodora asks: “What did you stop doing to create @LocalLensSEA?” @yovanovich: “We stopped some topicals on certain days. We've combined some image promos.” Similarly, for @Take5Seattle, @CarsonKING5TV: “We pulled in some national stories to fill gaps in certain shows.” #LMAIM
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
How KING5 uses design thinking
.@KING5Seattle uses a simple form, inspired by #DesignThinking, for employees to pitch ideas. 'Yes' means you get dedicated time to pursue it. "We don't demand margin & return up front. That’s an idea killer. You have to give these things time to breathe." -GM Jim Rose #LMAIM
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
Thanks for the shades
This is so Seattle. Well played @KING5Seattle. #LMAIM pic.twitter.com/QbtUXHEeU9
— Jed Williams (@williamsjed) May 24, 2018
Everyone loved the visit to KING5
Excited to be at @KING5Seattle #FabCab #LMAIM pic.twitter.com/4iysAFw9Xg
— Nancy Lane (@localmediarocks) May 24, 2018
Leadership a big topic on the last leg of the trip
Leadership is another common theme at #LMAIM. @seattletimes president @alanfisco says @sharonpianchan transformed their digital operation by leveraging her journalism background & listening to internal customers' pain points–versus product folks who come in with a fixed agenda. pic.twitter.com/UqGmYPno0e
— Jason Jedlinski (@JasonJedlinski) May 25, 2018
Many are struggling with training younger talent
Training young talent is recurring theme in the #LMAIM wrap-up. "Reporters aren’t coming out of journalism school with the skills we expect them to have. Too many don't think about their responsibility or the ethical & legal implications. They just blast it out on social media."
— Jason Jedlinski (@JasonJedlinski) May 25, 2018
Comfort is the enemy of progress
“Comfort is the enemy of progress.” Prominent reminder of the need for #innovation in a @KING5Seattle news conference room. (Bonus appearance by @frankwords.) Thanks for having us! #LMAIM pic.twitter.com/SzwbTGcS8w
— Jason Jedlinski (@JasonJedlinski) May 24, 2018
Amen to that
I'm blown away by the talent, ideas, and passion that this group of innovators I've been traveling with this week are. I'm truly #LuckyGirl and if anyone can change this industry and move it into the future, it is us. #jointheinnovation #LMAIM
— Shannon Kinney (@shannonkin) May 25, 2018