Paul DeffenbaughEditorial DirectorReed Residential Construction Group

ASBPE Winter Workshop

Presented by

B2B Social Media

• Audience Development• Content Provider• Reporting• Editor• Platform Agnostic• Folio/Magazines

• Community Development• Content Platform• Aggregator• Host• Platform Provider• Web/Electronic

Newsletters/etc.

Introduction

• Take advantage of electronic media opportunities to serve our readers better with more timely information.

• Develop online community that would facilitate sharing of information from our audience

• Phase out print media that pushes to the audience without losing their interest

Solution: Create a digital magazine that acts as a portal to more information and delivers timely information

Advantages

• Greatly reduced production costs• Ability to reach beyond existing audience• Take advantage of viral marketing aspects of electronic media• Connect our readers seamlessly to wider information base• Can deliver more timely information• Differentiation in the marketplace• Establish footprint as innovative and forward-thinking• Ability to track readership – open rates, click-throughs, etc.• Deliver readers directly to advertisers

Obstacles

• Visibility – Make the translation from written page to monitor• Vendor – Identify vendor who can deliver high quality consistently• Enriched media – Create design and methodology that supports

enriched media• Scheduling – Fit semi-monthly project into a monthly workflow• Staffing – Rework staffing structure to meet information requirements

and scheduling needs • Circulation – Ensure we keep existing readers and grow our list• Coordinating with other online media – Develop growth plan to create

online community that is driven by