UNLOCKING ENGAGEMENT:SOLUTIONS FOR PUBLISHERS & MEDIA                                            Alisa Leonard            ...
The question is…CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR      PUBLISHERS AND MEDIA COMPANIES?
Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…
DISINTERMEDIATION
CONTENT OVERLOAD, EVERYDAY… 4 billion pieces of content shared on Facebook 3 billion searches 2 billion video views on ...
FRAGMENTATION OR FACEBOOK?
WE’RE NOT SURE HOW (WHAT) TOMEASURE
LACK OF FORMAL, MEASURABLEENGAGEMENT BEST PRACTICES
But what about the         opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
What if social media could… Drive traffic Increase reach / create social inventory Increase conversions Drive audience...
The path forward                                  BUSINESS                                   VALUE               EXECUTION...
Social media success starts with the right foundation       BUILDING A FOUNDATION WITH     GOVERNANCE, STRATEGY & TRAINING
GOVERNANCEThe Playbook…   Rules of engagement   Best practices   Moderation   Escalation   Localization   Permission...
AGILE STRATEGY                    Gather insights        Evaluate                      Prioritize strategic      performan...
TRAININGBeyond the basics, does your social media managerknow how to… Optimize for EdgeRank Utilize analytics to drive e...
There is a better way toexecute (and optimize)           DATA AND INSIGHTS-DRIVENCONTENT STRATEGY & ENGAGEMENT BEST PRACTI...
EDITORIAL PROGRAMMINGAUDIENCE SEGMENT   SEARCH & SOCIAL  INFORMED THEMES                       AUDIENCE TECHNOGRAPHICS & C...
AUDIENCEMANAGEMENTProcesses and practices for…   Real-time research   Analysis   Planning   Publishing   Propagating...
AUDIENCE MANAGEMENT BESTPRACTICES Balanced Diet EdgeRank        Reach = Friends of Fans  optimization        (Impression...
TALENT + TECHNOLOGY
BIG BOX RETAILER AS PUBLSIHER? FB Audience: Females 25-34 in metropolitan areas:  Dallas, New York, Seattle, Chicago, Los...
Unlocking business value: don’t count your social     media metrics      MEASUREMENT & ANALYSIS
WHAT ARE THE RIGHT METRICS?   Fans   Likes   Re-tweets                        Are these good   Comments               ...
DEVELOP MEASUREMENT STRATEGY     KPI’s                           REACH     TRAFFIC      EXTENSIONLeading Indicators      A...
TEST, LEARN, ITERATE Define tests to assess the validity of social media  metrics against your KPI’s (should you care abo...
Case StudySOUNDS GREAT, DOES IT WORK?
BILLBOARD.COMSITUATION   Goals: increase traffic & time    spent on-site   Facebook & Twitter #14 and    24 referrersRES...
KEY TAKE-AWAYS Set a foundation for success with governance,  strategy and training Take a data-driven approach to execu...
THANK YOU!              Alisa Leonard                  iCrossing                 @alisamleoalisa.leonard@icrossing.com
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Publishers & Social Media: Solutions for Success

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Social media success does not happen by chance, it starts with the right foundation. Read more.

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Transcript of "Publishers & Social Media: Solutions for Success"

  1. 1. UNLOCKING ENGAGEMENT:SOLUTIONS FOR PUBLISHERS & MEDIA Alisa Leonard @alisamleo alisa.leonard@icrossing.com
  2. 2. The question is…CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR PUBLISHERS AND MEDIA COMPANIES?
  3. 3. Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…
  4. 4. DISINTERMEDIATION
  5. 5. CONTENT OVERLOAD, EVERYDAY… 4 billion pieces of content shared on Facebook 3 billion searches 2 billion video views on YouTube 70 million tweets
  6. 6. FRAGMENTATION OR FACEBOOK?
  7. 7. WE’RE NOT SURE HOW (WHAT) TOMEASURE
  8. 8. LACK OF FORMAL, MEASURABLEENGAGEMENT BEST PRACTICES
  9. 9. But what about the opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
  10. 10. What if social media could… Drive traffic Increase reach / create social inventory Increase conversions Drive audience development and insights Provide CRM Fuel new content ideas and products
  11. 11. The path forward BUSINESS VALUE EXECUTION & OPTIMIZATION MEASUREMENT & PERFORMANCEFOUNDATION ANALYSISFOR SUCCESS EDITORIAL PROGRAMMING & ENGAGEMENT GOVERNANCE, BEST PRACTICES INSIGHTS, STRATEGY & TRAINING
  12. 12. Social media success starts with the right foundation BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAINING
  13. 13. GOVERNANCEThe Playbook… Rules of engagement Best practices Moderation Escalation Localization Permissioning Scalability
  14. 14. AGILE STRATEGY Gather insights Evaluate Prioritize strategic performance opportunities Publish & Develop editorial & Propagate engagement plan Produce content
  15. 15. TRAININGBeyond the basics, does your social media managerknow how to… Optimize for EdgeRank Utilize analytics to drive engagement decisions Build, Engage, Influence and Amplify an audience or audience segments Maximize visibility and traffic through key practices like day-parting Conduct influencer outreach for audience extension and link building
  16. 16. There is a better way toexecute (and optimize) DATA AND INSIGHTS-DRIVENCONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
  17. 17. EDITORIAL PROGRAMMINGAUDIENCE SEGMENT SEARCH & SOCIAL INFORMED THEMES AUDIENCE TECHNOGRAPHICS & CHANNELS FORMATS TOPICS AWARENESS CONSIDERATION RATIONALE PREFERENCE ACTION ADVOCACY
  18. 18. AUDIENCEMANAGEMENTProcesses and practices for… Real-time research Analysis Planning Publishing Propagating Engaging Reporting
  19. 19. AUDIENCE MANAGEMENT BESTPRACTICES Balanced Diet EdgeRank Reach = Friends of Fans optimization (Impressions) A/B testing Day-parting Engagement primetime # Daily Active Fans Audience segmentation
  20. 20. TALENT + TECHNOLOGY
  21. 21. BIG BOX RETAILER AS PUBLSIHER? FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married FB “verified circ”: 200,000+ daily active Fans (readers & active participants) FB Total reach: 6 million monthly post impressions Sellable inventory on FB: Wall posts/takeovers, Live events, polls, Q&A’s, sponsored videos
  22. 22. Unlocking business value: don’t count your social media metrics MEASUREMENT & ANALYSIS
  23. 23. WHAT ARE THE RIGHT METRICS? Fans Likes Re-tweets Are these good Comments metrics? Shares Views Referral traffic (segmented by post? By audience?)
  24. 24. DEVELOP MEASUREMENT STRATEGY KPI’s REACH TRAFFIC EXTENSIONLeading Indicators AWARENESS ACTION ADVOCACY(Metric Categories) AMOUNT PUBLISHED & OPTIMAL PRODUCED PROPAGATED EFFICIENCY Internal KPI’s(Content Process) Short-term Long-term
  25. 25. TEST, LEARN, ITERATE Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?) Refine social media executions based on testing Formalize best practices out of performance findings
  26. 26. Case StudySOUNDS GREAT, DOES IT WORK?
  27. 27. BILLBOARD.COMSITUATION Goals: increase traffic & time spent on-site Facebook & Twitter #14 and 24 referrersRESULTS Doubled traffic in 4 months all through earned, organic social media traffic Social visitors spent 4.2X time on site as search referrals Facebook & Twitter became the #2 and 4 top referrers
  28. 28. KEY TAKE-AWAYS Set a foundation for success with governance, strategy and training Take a data-driven approach to execution; utilize insights for content development and publishing, cultivate performance-driving best practices for engagement Develop a measurement strategy, test learn and repeat
  29. 29. THANK YOU! Alisa Leonard iCrossing @alisamleoalisa.leonard@icrossing.com
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