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Business of Digital: Social media strategy

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A presentation for Magazines Canada's Business of Digital speaking series. Case studies, key questions and advice on measuring ROI for your social media efforts.

A presentation for Magazines Canada's Business of Digital speaking series. Case studies, key questions and advice on measuring ROI for your social media efforts.

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    Business of Digital: Social media strategy Business of Digital: Social media strategy Presentation Transcript

    • Kim Pittaway www. kimpittaway .com Twitter: @kimpittaway Thursday, April 14, 2011 The future is social: What’s your strategy? 1:00-2:00
    • What we’ll cover
      • 4 case studies
      • 5 essential steps
      • 8 key questions
      • 1 mega-question
      • And a bunch o’ resources
    • All in 60-ish minutes
      • GO!
    • case studies
    • “ I don’t think I got it” Patrick Walsh & Outdoor Canada
    •  
      • Joined in fall 2009
      • Didn’t “get it”
      • Wasn’t until fall 2010 that he ramped up his efforts
    • “ I treat it like a game. And I want to win.”
    • What does winning look like?
      • 1,000+ followers
      • The RIGHT followers
      • A network of connections
    • “ I look at it as a link in the chain to move people to the magazine and the website”
    • What did he do?
      • Build a following by following
    • What did he do?
      • Build a following by following
        • Target influencers
    • What did he do?
      • Build a following by following
        • Target influencers
        • Search for enthusiasts
    • What did he do?
      • Build a following by following
        • Target influencers
        • Search for enthusiasts
        • Mine their lists and followers
    • What did he do?
      • Build a following by following
        • Target influencers
        • Search for enthusiasts
        • Mine their lists and followers
        • Flattery works: RT intelligently
    • What did he do?
      • Build a following by following
        • Target influencers
        • Search for enthusiasts
        • Mine their lists and followers
        • Flattery works: RT intelligently
        • M and DM to ask smart questions, point them to key resources
    • What did he do?
      • Create connections by creating content
    • What did he do?
      • Create connections by creating content
        • 30 best fishing spots in magazine
    • What did he do?
      • Create connections by creating content
        • 30 best fishing spots in magazine
        • Blog post listing locations--but pushing back to mag for details
    • “ The blog post was my excuse to bug people”
    •  
    • What did he do?
      • Tweet to be RTed--all to drive web traffic
    • What did he do?
      • Tweet to be RTed--all to drive web traffic
        • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
    • What did he do?
      • Tweet to be RTed--all to drive web traffic
        • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
        • Links get RTed more often than comments
    • “ It’s early days, but we are measuring traffic”
    • Don’t forget to have fun
    • “ It’s all about exposure for the brand” Kat Tancock & Best Health
    •  
    • What does exposure look like?
    • How did they do it?
      • Build a following by following
    • How did they do it?
      • Build a following by following
        • Keyword searches for yoga, running, kale, salads
    • How did they do it?
      • Build a following by following
        • Keyword searches for yoga, running, kale, salads
        • Targeted key influencers
    • How did they do it?
      • Keep it manageable
    • How did they do it?
      • Keep it manageable
        • Create routines/traditions
        • Tip of the Day: links to web version of TOTD newsletter
    • How did they do it?
      • Keep it manageable
        • Create routines/traditions
        • Tip of the Day: links to web version of TOTD newsletter
        • Tweet at least once a day at 9 am--anything else is bonus
        • Facebook updates no more than twice a day
    • How did they do it?
      • Trigger conversations
    • How did they do it?
      • Trigger conversations
        • Point to content, ask for input
          • Salad recipes: What’s your favourite salad green?
          • Work-out songs: What work-out song keeps you motivated?
    • How did they do it?
      • Trigger conversations
        • Point to content, ask for input
          • Salad recipes: What’s your favourite salad green?
          • Work-out songs: What work-out song keeps you motivated?
        • Close the loop
          • Feature content back in the magazine
    • How did they do it?
      • Target key bloggers--and give them an incentive to drive traffic to you
    • “ We wanted to reach out. And we wanted to do something positive to support health bloggers”
    •  
    • How did they do it?
      • Editors collected list of bloggers they liked
    • How did they do it?
      • Editors collected list of bloggers they liked
      • Sent messages: Nominate yourself or others
    • How did they do it?
      • Editors collected list of bloggers they liked
      • Sent messages: Nominate yourself or others
      • Editors selected finalists
    • How did they do it?
      • Editors collected list of bloggers they liked
      • Sent messages: Nominate yourself or others
      • Editors selected finalists
      • Community votes on finalists
    • How did they do it?
      • Editors collected list of bloggers they liked
      • Sent messages: Nominate yourself or others
      • Editors selected finalists
      • Community votes on finalists
      • Bloggers driving traffic back to site to vote
    • How did they do it?
      • Editors collected list of bloggers they liked
      • Sent messages: Nominate yourself or others
      • Editors selected finalists
      • Community votes on finalists
      • Bloggers driving traffic back to site to vote
      • BH supporting with Twitter and FB
    • “ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
    • “ Twitter is bigger. Facebook is more engaged.”
    • “ It’s all about visibility” Lisa Murphy and Canadian House & Home
    •  
    • What does visibility look like?
      • 5,600 Facebook fans
    • How did they do it?
      • Building a following by following
    • How did they do it?
      • Building a following by following
        • RT strategically: influential people in their category
    • How did they do it?
      • Building a following by following
        • RT strategically: influential people in their category
      • Be seen as experts with answers
    • How did they do it?
      • Building a following by following
        • RT strategically: influential people in their category
      • Be seen as experts with answers
        • Key word searches for décor, decorating, paint & other design keywords
    • How did they do it?
      • Building a following by following
        • RT strategically: influential people in their category
      • Be seen as experts with answers
        • Key word searches for décor, decorating, paint & other design keywords
        • Spontaneously provide expert advice when someone poses a question or has a problem
    • How did they do it?
      • Don’t get mad, get smart
    • How did they do it?
      • Don’t get mad, get smart
        • Bloggers who link to CH&H material or lift their images
    • How did they do it?
      • Don’t get mad, get smart
        • Bloggers who link to CH&H material or lift their images
        • Use Google Alerts to notify
    • How did they do it?
      • Don’t get mad, get smart
        • Bloggers who link to CH&H material or lift their images
        • Use Google Alerts to notify
        • Ask for link and credit
    • How did they do it?
      • Don’t get mad, get smart
        • Bloggers who link to CH&H material or lift their images
        • Use Google Alerts to notify
        • Ask for link and credit
        • Do an online gallery of, say, Design Sponge’s favourite CH&H rooms--piggyback on blogger traffic
    • How did they do it?
      • Monitor your competitors
    • How did they do it?
      • Monitor your competitors
      • Monitor your impact
    • How did they do it?
      • Monitor your competitors
      • Monitor your impact
        • Facebook has 1/3 the followers but drives more referral traffic than Twitter
    • How did they do it?
      • Monitor your competitors
      • Monitor your impact
        • Facebook has 1/3 the followers but drives more referral traffic than Twitter
        • Twitter provides connections to key influencers
    • “ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
    • “ None of it is the answer: You just have to try stuff.” Lisa Whittington-Hill and This Magazine
    •  
    • What does success look like?
      • Converting followers into subscribers
    • How did they do it?
      • Active Facebook and Twitter accounts
    • How did they do it?
      • GroupOn: Regional coupon offers
      • BC Business had done a GroupOn offer
      • US regional mags and newspapers
    • “ I had to ask myself: What could our cheapest price be?”
    • And then GroupOn pushed it lower
    • How did they do it?
      • $13 offer (usu $20 is lowest). This Mag gets 1/2
      • Wanted to push it out on Sunday. Lisa pushed for weekday so office open
      • GroupOn writes your sales pitch: you have no control over tone
    •  
    • “ I thought 50 to 100 subscriptions would be great”
    • How did they do it?
      • 286 new subscribers
    • How did they do it?
      • 286 new subscribers
      • Better results than their largest DM campaign
    • How did they do it?
      • 286 new subscribers
      • Better results than their largest DM campaign
      • Key to success: Got their FB and Twitter followers to promote it
    • How did they do it?
      • 286 new subscribers
      • Better results than their largest DM campaign
      • Key to success: Got their FB and Twitter followers to promote it
      • People who purchased were familiar with the brand through FB and Twitter
    • How did they do it?
      • The challenges:
        • People have to redeem coupon by phone
        • No customer info
        • GroupOn hoarders
        • Coupon saturation?
        • Will they renew?
        • If they renew, will they do it at usual price or will they need to be cycled up?
        • You get paid in 3 installments
    • “ It will be interesting to see what happens as other couponers enter the market. Shop around.”
    • Case study bonus round
      • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
    • Case study bonus round
      • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
      • Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources
    • Case study bonus round
      • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
      • Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources
      • Sunset magazine: Test marketing ideas by asking Facebook fans for feedback; provide insight back to advertisers
    • Case study bonus round
      • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
    • Case study bonus round
      • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
      • Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones
    • Case study bonus round
      • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
      • Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones
      • Spin: Musical scavenger hunt using Foursquare during last year’s SXSW festival
    • 5 essential steps
    • 1. Listen
      • Where are your readers already congregating?
    • 1. Listen
      • * Use free tools to set up searches to see what people are saying about you and the topics important to you:
        • Monitter.com
        • Tweetbeep.com
        • Google Alerts
        • Keyword searches on Twitter
    • 2. Connect
      • Who are you trying to reach?
    • 2. Connect
      • Who are you trying to reach?
      • Who is already reaching those folks?
    • 2. Connect
      • Who are you trying to reach?
      • Who is already reaching those folks?
      • Connect with key influencers
    • 2. Connect
      • Who are you trying to reach?
      • Who is already reaching those folks?
      • Connect with key influencers
        • Patrick, Kat and Lisa’s strategies
        • Look at Alltop.com and Klout scores in Twitter
    • 2. Connect
      • Connect with interested users
    • 2. Connect
      • Connect with interested users
        • Monitter.com keywords
        • Twitter keyword searches
    • 2. Connect
      • Connect with interested users
        • Monitter.com keywords
        • Twitter keyword searches
      • Understand the community culture
    • 2. Connect
      • Connect with interested users
        • Monitter.com keywords
        • Twitter keyword searches
      • Understand the community culture
      • If you’re not on it, you don’t get it
    • 3. Share
      • Share real insight, real information
    • 3. Share
      • Share real insight, real information
      • Be real: human personality is essential
    • 3. Share
      • Share real insight, real information
      • Be real: human personality is essential
        • Establish internal guidelines for tone & voice
    • 3. Share
      • Share real insight, real information
      • Be real: human personality is essential
        • Establish internal guidelines for tone & voice
      • Everyone wants to be an insider: Share behind the scenes stuff, advance info, sneak peeks
    • 3. Share
      • Tolerate positive & negative comments
    • 4. Ask
      • People like to be asked for advice
    • 4. Ask
      • People like to be asked for advice
      • Test covers, test content, get story ideas
    • 5. Respond
      • Respond to specific requests & complaints
    • 5. Respond
      • Respond to specific requests & complaints
        • Have guidelines in place for who responds to what
    • 5. Respond
      • Respond to specific requests & complaints
        • Have guidelines in place for who responds to what
      • Spontaneously respond: Help out a stranger and turn them into a friend
    • 8 key questions
    • 1. What should you post?
      • Be informative.
    • 1. What should you post?
      • Create online traditions
        • Shared traditions foster community
        • Spacing on FB: Daily headlines, weekly watercolour sketches, Saturday round-ups of blog content from Spacing network
        • This Magazine: Tuesday Tracks
        • Playboy Magazine: Frisky Friday
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
        • Solicit input, respond to questions & complaints
        • Don’t be afraid to take it offline
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
        • Solicit input, respond to questions & complaints
        • Don’t be afraid to take it offline
      • It’s public, not private
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
        • Solicit input, respond to questions & complaints
        • Don’t be afraid to take it offline
      • It’s public, not private
        • Don’t snark or flame. Ever.
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
        • Solicit input, respond to questions & complaints
        • Don’t be afraid to take it offline
      • It’s public, not private
        • Don’t snark or flame. Ever.
      • Have a crisis plan
    • 2. How should you interact?
      • It’s a 2-way conversation, not a 1-way broadcast
        • Solicit input, respond to questions & complaints
        • Don’t be afraid to take it offline
      • It’s public, not private
        • Don’t snark or flame. Ever .
      • Have a crisis plan
        • Who watches?
        • Who is informed?
        • Who responds?
    • 3. What is most likely to get shared?
    • 3. What is most likely to get shared?
      • Emotion = distribution
    • 3. What is most likely to get shared?
      • Emotion = distribution
        • Wow! Cool! Positive emotion drives RT more than straight information sharing
    • 3. What is most likely to get shared?
      • Emotion = distribution
        • Wow! Cool! Positive emotion drives RT more than straight information sharing
        • And I can prove it…
    • 3. What is most likely to be shared?
      • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
    • 3. What is most likely to be shared?
      • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
      • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
    • 3. What is most likely to be shared?
      • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6.6 times, 2.6 for neg, 2.2 for neutral
      • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
      • Study of NYT most emailed: Stories that inspired awe were more likely to be shared
    • 4. When should you share?
      • Time of day matters.
        • Dan Zarrella of HubSpot
          • Analyzed 2 years of Twitter data
          • Tweeting later in the afternoon and on weekends generates more click-throughs because there’s less competition for attention.
          • Tweeting no more than 1X/hour drives more traffic to your site than more frequent tweeting
    • 5. Why do people quit you?
    • 5. Why do people quit you?
      • Other studies have shown that more than 90% of quitters do so because of too frequent, irrelevant or boring communications
      • 71% of consumers are more cautious this year than last about “liking” a company on Facebook (ExactTarget study)
    • 6. How can you manage this?
      • Use the right tools
        • Hootsuite, Postling, Tweetdeck, Seesmic & others
    • 6. How can you manage this?
      • Use the right tools
        • Hootsuite, Postling, Tweetdeck, Seesmic & others
      • Monitor and manage staff time
        • Routines help
        • Be realistic
        • Target your engaged employees
    • 6. How can you manage this?
      • Use the right tools
        • Hootsuite, Postling, Tweetdeck, Seesmic & others
      • Monitor and manage staff time
        • Routines help
        • Be realistic
        • Target your engaged employees
      • Stay on top of the rules of engagement
        • Mashable.com
        • TechCrunch.com
    • 7. What social media should you focus on?
      • Facebook: Smaller numbers, tougher to grow, more organic
        • But more engaged
    • 7. What social media should you focus on?
      • Facebook: Smaller numbers, tougher to grow, more organic
        • But more engaged
      • Twitter: Bigger numbers, quicker to grow
        • But good for familiarizing
    • 7. What social media should you focus on?
      • Postling: Average link on Twitter got 117 clicks, while average link to Facebook got 250 clicks
    • 7. What social media should you focus on?
      • Facebook is your inner circle, most committed
      • Twitter is your wider circle, less committed but still important
    • 8. What about others?
    • 8. What about the others?
    • 8. What about others?
    • 8. What about others?
    • 8. What about others?
    • 8. What about others?
    • 8. What about the others?
      • YAFSMN
    • 8. What about the others?
      • YAFSMN
      • But do keep an eye out for social media opportunities that could be distinctively useful or engaging for your audience
        • Challenge: barrier of getting them to join
        • Opportunity: break new ground, do something cool
    • 1 mega-question
    • What is the ROI?
      • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
    • What is the ROI?
      • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
      • 84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study)
    • What is the ROI?
      • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
      • 84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study)
      • 53% of senior execs are unsure of the ROI on Twitter & 15% believe there is no ROI on Twitter, 10% say there’s no ROI on FB (2009 Bazaarvoice and the CMO Club study)
    • You need to be in the 16% who measure
    • What’s the R in your ROI?
    • What’s the I in your ROI?
    • You can’t track what you haven’t measured
    • You can’t track what you haven’t measured
      • Establish your baseline metrics
    • You can’t track what you haven’t measured
      • Establish your baseline metrics
      • Track and chart your key investments and actions by date
    • You can’t track what you haven’t measured
      • Establish your baseline metrics
      • Track and chart your key investments and actions by date
      • Overlay your investments and actions on your metrics
    • You can’t track what you haven’t measured
      • Establish your baseline metrics
      • Track and chart your key investments and actions by date
      • Overlay your investments and actions on your metrics
      • Look for relationships
    • And a bunch o’ resources
    • Find…
      • This presentation at www.slideshare.net/KimPittaway
      • The links (and other articles) at www.delicious.com/kimpittaway/AMA
      • Me on Twitter @kimpittaway
      • Me on LinkedIn at www.linkedin.com/in/kimpittaway
      • My website at www.kimpittaway.com
    • Questions?