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Publishers & Social Media: Solutions for Success
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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.

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

Published in: Business, Technology

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  • 1. UNLOCKING ENGAGEMENT:SOLUTIONS FOR PUBLISHERS & MEDIA Alisa Leonard @alisamleo alisa.leonard@icrossing.com
  • 2. The question is…CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR PUBLISHERS AND MEDIA COMPANIES?
  • 3. Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…
  • 4. DISINTERMEDIATION
  • 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. FRAGMENTATION OR FACEBOOK?
  • 7. WE’RE NOT SURE HOW (WHAT) TOMEASURE
  • 8. LACK OF FORMAL, MEASURABLEENGAGEMENT BEST PRACTICES
  • 9. But what about the opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
  • 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. The path forward BUSINESS VALUE EXECUTION & OPTIMIZATION MEASUREMENT & PERFORMANCEFOUNDATION ANALYSISFOR SUCCESS EDITORIAL PROGRAMMING & ENGAGEMENT GOVERNANCE, BEST PRACTICES INSIGHTS, STRATEGY & TRAINING
  • 12. Social media success starts with the right foundation BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAINING
  • 13. GOVERNANCEThe Playbook… Rules of engagement Best practices Moderation Escalation Localization Permissioning Scalability
  • 14. AGILE STRATEGY Gather insights Evaluate Prioritize strategic performance opportunities Publish & Develop editorial & Propagate engagement plan Produce content
  • 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. There is a better way toexecute (and optimize) DATA AND INSIGHTS-DRIVENCONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
  • 17. EDITORIAL PROGRAMMINGAUDIENCE SEGMENT SEARCH & SOCIAL INFORMED THEMES AUDIENCE TECHNOGRAPHICS & CHANNELS FORMATS TOPICS AWARENESS CONSIDERATION RATIONALE PREFERENCE ACTION ADVOCACY
  • 18. AUDIENCEMANAGEMENTProcesses and practices for… Real-time research Analysis Planning Publishing Propagating Engaging Reporting
  • 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. TALENT + TECHNOLOGY
  • 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. Unlocking business value: don’t count your social media metrics MEASUREMENT & ANALYSIS
  • 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. 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. 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. Case StudySOUNDS GREAT, DOES IT WORK?
  • 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. 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. THANK YOU! Alisa Leonard iCrossing @alisamleoalisa.leonard@icrossing.com