social networking for travel magazines. new mexico magazine goals – create community – grow web...

SOCIAL NETWORKING FOR TRAVEL MAGAZINES

New Mexico Magazine

• Goals– Create community– Grow Web traffic, product sales, and subscriptions

• Golden Tickets– Authority on New Mexico travel – Audience who loves our state and magazine

@ambiggers @NMMagazine

Strategy

• Play to our strengths– Support our brand as the authority on New

Mexico travel• Embrace the off-beat• Highlight Web exclusives• Events• Practical travel tips and deals

@ambiggers @NMMagazine

Best Practices

Create community– Welcome followers/fans and tell them how they

can participate

@ambiggers @NMMagazine

Best Practices: Arizona Highways

Establish and maintain a consistent, approachable voice across multiple social networking platforms

@ambiggers @NMMagazine

Best Practices

Promote online extras (Web exclusives, blogs, multi-media content)

@ambiggers @NMMagazine

Best Practices

“Turn the bullhorn around” - Ask readers for input

Best Practices: Sunset

@ambiggers @NMMagazine

Best Practices: Nevada Magazine Show them you value them

Best Practices

Give ‘em the scoop

@ambiggers @NMMagazine

Best Practices

Oh, you wacky readers. I’m glad you don’t know where I live. • Respond to fans/followers thoughtfully and promptly

@ambiggers @NMMagazine

Results

• Who we’re reaching– 1/3 of social networking audience replicates our

print edition reader demographics– 2/3 of audience represents demographics we can

grow• Younger users than average reader• Locals

@ambiggers @NMMagazine

Results

• Web Traffic– Facebook and Twitter are our 11th and 12th most

popular referral sites– Twitter users spend six times longer on the site

than our average users– Twitter and Facebook fans are coming back to the

site throughout the month

• User generated content

@ambiggers @NMMagazine