social media for publishers! why, how and best practices
DESCRIPTION
interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2011 Publishing Business Conference. John provides an overview of social media channels and technologies that can be used by folks in the publishing industry to grow their business. John covers items such as: - Why You Should Care About Social Media - How Publishers Can Use Social Media - Best Practices, Strategies, and Tips - And more...TRANSCRIPT
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Media and Publishers!Why, How and Best Practices.
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
John Foley, Jr.
► Grow Socially, Inc – Support Services► Online Marketing/Social Media► Plan, Manage, Execute and Measure
I love Mar(H)keting!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Today’s Agenda
► Why You Should Care About Social Media
► How Publishers Can Use Social Media
► Best Practices, Strategies, and Tips
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
SOCIAL MEDIAWhy should you care about it?
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Media Statistics
► Nearly 750 Million Users on Facebook (6/11)
► 300 million Twitter users as of (5/11)
► 30+ Hours of Video Uploaded to YouTube every minute
► 50 million people on Google+ and growing!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Media and Search Engine Optimization (SEO)
► Social Networking Activity Helps People Find Your Stories and Publications!
FaceBook Twitter YouTube Blog
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
SEO and Online Video
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
SEO and Your Website
1. Simple and Direct User Interface2. Keywords3. Uniqueness4. Content up Front5. Engagement opportunities
a. Download a Whitepaperb. Sign up for Newsletterc. Blog responsed. Polle. Contestf. Widgets
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
How It Can Help Publishers!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What Are These Sites, Anyway?
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Top Channels/Medias growing
► LinkedIN Networking - Company
► Facebook: House party with a business effect
► YouTube: Your own TV Station
► Twitter: Block Party
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What is Facebook?
► The Largest Social Network
► Publishers can host pages and groups to self-promote and become destinations
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Get Yourself Out There
Creating a page involves:► Logo► Name► Content► … and a Plan
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What is YouTube?
► Video-sharing website on which users can upload and share videos.
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Why YouTube?
• Showcase Stories, Events, Services, & More!
• Destination!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What is LinkedIn?
► A business-oriented social networking site
► Mainly used for professional networking
► Has more than 43 million registered users, spanning 170 industries
► Maybe some legs here…
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Publisher Profile• Overview
• Spotlight
• List of Products & Services
• YouTube Video Integration
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What is Twitter?
► Share what you are doing in 140 characters or less
► A free social messaging utility for staying connected in real-time
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Blogs
► Humanizing► Improves SEO
► Keywords► Links ► Updated Information
► Give Expertise► Updates on
Activities► Sharing Information► Allows for engagement
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Blogs
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Four Fundamentals of All Sites
1. Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
HOW CAN PUBLISHERS USE SOCIAL MEDIA
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What We’re Going to Discuss
► Publishers Social Media for► Subscribers – New and Existing► Events – Promotion Before, During, and After► Curating and more
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Subscribers– What Are Your Goals?
► Listen► Sysomos, Radian6, Viral Heat
► Engage with audience► Watch subscriptions► Be the Destination
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social CRM: Online/Social Intelligence
► Track Social Networking Profiles!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What Should You Do Once You Have Data?
► Listen!
► Engage!
► Share Content - not always yours!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What Should You Talk About?
► Relevant (Your Publishing) Topics
► Events – Webinars, Trade Shows, Conferences
► Items that are relevant to the target audience
► Repurpose your offline to online
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
What Are Your Goals for Events
► Create awareness► Increase subscribers► Produce and participate► Keep the conversation going after► Be the Destination!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
YouTube to Create Awareness
► Speakers► Hosts► Live Footage► Recaps► Distribute!
Improve SEO – Alternative exposure of your objective
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Twitter to Create Event Awareness
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Twitter to Increase Event Registration
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Create Twitter Pages for Events
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Create Custom Facebook Tabs for Events and More
• Drive traffic to Facebook
• Push Sign Ups, Registrations
• Additional outlet for information
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Expand print Content Online
FaceBook, Blogs etc.
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Networks Events
Expand the Offline event
YouTube videos of what was learned!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Networks to Create Memorable Events
► Participate in event’s hashtag
► Retweet attendees
► Post Twitpics► Announce live
timeline of sessions
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
7 - for Publishers
Mashable.com
7 Ways Print Magazines Are Using Social Media to Engage Readers
1. Curating Content2. Expanding Editorial Content3. Offering Expertise in Real Time4. Catalyzing Connections5. Leveraging Influence6. Extending the Editorial Experience7. Monetizing Social Media
http://mashable.com/2011/02/09/social-media-magazines/
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
BEST PRACTICES, STRATEGIES, AND TIPS
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Best Practices
6 Social Media Best Practices for Publishers
1. Plan.2. Research. 3. Decide. 4. Get your content up to snuff. 5. Make internal changes. 6. Open up.
Date Site Designer - http://ilink.me/6best
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Marketing Plan►It all starts with a plan
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in CRM
Mail -Monthly Newsletter
Marketing Calendar
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Marketing Calendar
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Social Media Marketing Plan
► Describe Business and Its Goals► Know Your Audience► The One Thing► Humanize Your Brand► Content Resource &
Distribution Strategy ► Measure Your Success
Strategy Before Tactics!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Know Your Audience
► Who Are They?
► Where Are They Cyclically?
► How Do They Use Social Media?
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Your Target Audience
Define Target Audience► Subscribers
Audience Acquisition ► Discover► Engage► Get Found
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Is everyone interested in the same communication?
I’m on Twitter
I still email
I use Facebook,Twitter & LinkedIn
I love my mail
I Google for my
information
Where are your prospects and customers getting their information?
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
The One Thing
Competition
Keywords
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Humanizing Your Brand
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
Content A
Content B
Content C
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
How to Measure Success?
► Site Traffic► Downloads► eNewsletter Sign-Ups► Blog Comments► Questions► Shared Links► Re-Tweets► Followers► Who’s talking about you and
how► Show me the money
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Effective Online Marketing Strategy
► Online/Social Media Marketing Plan► Website► Search Engine Optimization
Online Marketing Plan
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Search Engine Optimization
► Get found► Using specified keywords► Consistently updating ► Using links to other
pages of site or other websites
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Inbound and Outbound
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Use Social Media Effectively
► Start with a Plan► Address Goals► Make a Schedule► Know What You Want
to Do ► Cross Promote
Across All Pages► Integrate with Website► Include in Offline
Marketing Efforts
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Tools & Techniques
Tools► Cameras, Video Cameras► Link Shorteners► Platforms – Hoot Suite –
Tweetdeck► Listening – Radian6,
Sysomos, Viral Heat► Wordpress, Drupal
Techniques► Daily Management ► Consistent Monitoring► Integration of Social
Media and Multi-Media Channels
► Consistent Online Look► Dedicate Resource(s) or
Find a partner
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Best Practices
► Listen► Share Relevant Content► Industry Specific
Content► Marketing Information► Consistently monitor for
customers► Continually post
relevant content
► Link all pages back to corporate site
► DON’T talk about yourself all the time
► Secure Branded URLs for each Channel
► Promote Monthly Newsletters
► Listen More► Be the Destination
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Tools for Measuring Effectiveness
► Link Shorteners► iLink.Me► TinyURL.com
► Google Analytics► Website
► Insights► LinkedIn, Facebook, Twitter, YouTube
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Measure Your Success Tools: Google Analytics
Measure the quantity and quality of the traffic that social networks
are driving to your website.
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Tools for Listening
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.61
Social Media Badge ExamplesBanner Ads, Websites, Twitter backgrounds, Brochures, Business Cards, eMail Signatures.
Banner Ad
Website
Twitter Background
eMail Signature
Print Ad
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Listening & Monitoring
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
• Social Listening • Brand Awareness
Measurement• Lead Generation
Monitoring Solution
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Q & A / Contact Me / Thank you!
iFlyMobi.comQR Code
http://ilink.me/JR
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
Want to Learn More?
► Visit http://GrowSocially.com today.