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People Publishing Limited Social Media Opportunity Presentation Transcript

  • 1. Publishing with Social Media
    People Publishing Limited
    KauriPoint
    Business Empowerment Specialists
  • 2. Outline
    Web 2.0 & Social Media
    Strategy
    Opportunities in Electronic Publishing
    Exporter
    Central City Magazine
  • 3. Web 2.0
    “Second generation of internet based web services.”
    Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full fledged computing platform serving web applications to end users.
  • 4.
    The rise of Web 2.0 technology has ushered in a era where people are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.
    They are talking about products, services, companies, experiences (bad or good) and providing their feedback, on their terms.
    They demand to be heard!
  • 5. Social Media/Networking A Shift to Publishing a Conversation
    Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience.
    Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue
    Traditional
    Audience
    Institutional Voice
    Social Media
    Communities
    Blogs
  • 6. Understand the Difference
    Marketing 2.0
    Social Media
    Audience in control
    Two-way / being part of a conversation
    Adapting the message
    Focused on audience / adding value
    Influencing and involving
    User created content / co-creation
    Traditional Media
    Brand in control
    One-way / delivering a message
    Repeating a message
    Focused on brand
    Educating
    Organisations create the content
  • 7. 7
    (Image source: Brian Solis and Jesse Thomas)
    http://www.briansolis.com/2008/08/introducing-conversation-prism.html
    Components of Social Media Brian Solis’ Conversation Prism
  • 8. Your Social Media Strategy
    Participate
    Share Story
    Generate Buzz
    Listen
    Community Building & Social Networking
  • 9. Blogs – Having your Say
    Thought Leadership is...
    Building a reputation in the industry that is recognised and respected. People rarely spend money or invest in a product or service if they don’t trust the people behind it. Growing your blog is growing your network!
  • 10. LinkedIn – build your business network
  • 11. Twitter
    Research tool
    Branding
    Collaboration and networking
    It’s my water cooler, place to chat
    Building traffic to my blog
    Described as the thing you do between blogs, Facebook and YouTube
  • 12. SlideShare – Online Presentations Sharing
    Finding Export MarketsFor NZ Companies
  • 13. YouTube
  • 14. Creating your Social Media Campaign
    Indentify the objectives
    Determine your target audience and where to find them
    Establish success criteria
    Monitor and track online conversations
    Analyse the results
    Determine what places, spaces and tools need to be used
    Prioritise action items
  • 15. Find and Engage Your Target Audience
    Create a newsfeed and weekly digest to be emailed to subscribers
    Keep looking at ways to get people back to your site
  • 16. Your Website (2.0)
    • Magazine website built as a blog
    • 17. Built on WordPress blogging software
    • 18. Fully interactive
    • 19. Set up for search engine optimisation
    • 20. News feeds
    • 21. You manage the content
    • 22. Social networking site
  • Retain with Sticky Factor
    Provide value with empathy, keep engaging, be inclusive
    Guest posts
    Success stories
    Networking opportunities
    Video/audio – keep on site longer, more emotive
    Comments/polls/surveys – show interested opinion, interaction
    Series/Related Posts/ Catagories /Tag – serialise content
    Events/Workshops/Online Seminars - interaction
  • 23. Social Media Journey
    Take your audience on a journey
  • 24. Moving from… To
    Magazine
    Purchase magazine once a month
    Read
    One-way / broadcast
    Online 2.0
    Be part of a community – many days
    Participate
    2-way/multiple dialogue
  • 25. You have the content
    It needs to be configured for a participatory medium
    And then – build 2.0 ...
    Guest posts
    Success stories
    Networking opportunities
    Video/audio – keep on site longer, more emotive
    Comments/polls/surveys – show interested opinion, interaction
    Series/Related Posts/ Catagories /Tag – serialise content
    Events/Workshops/Online Seminars - interaction
  • 26. Great Examples of Paper/Online Magazine
  • 27. Fast Company
  • 28.
  • 29. Exporter Magazine
    Build an active exporter community
    Tie traditional publishing to interactive social media network
    Encourage community – sharing opportunity
    Be about growth – not policy
    Real stories about real businesses
    Advertising revenue
    Build your subscriber database
  • 30. Exporter Magazine
    Opportunity to build an interactive exporter community by combining the quality content of Exporter magazine and the network and experience of The New Zealand Trade Centre.
    Benefits:
    This would give NZ exporters access to NZ’s premier export information
    A portal of NZ to the global world of export
    Encourage community – sharing opportunity. Watch new interest groups establish themselves and foster support for each other!
    Access global experts and leverage their expertise into your community
    Global real-time enquiry portal for international prospective business partners
    Leverage opportunities for NZ Trade Centre partners – thus delivering a flagship service to the Exporter online
  • 31. Export Portal
    New branding...
    kiwiexporter.com
    exportkiwi.com (co.nz)
    nzexporter.co.nz
    nzexports.com
    exportus.co.nz
    Development stages
    Magazine blog style
    Build community/networking
    Advertising subscription for service providers
    Exporter market place
  • 32.
  • 33. City Central Magazine
    Opportunity to take the quality and comprehensive information into a searchable format – become THE portal for all things Auckland
    Benefits:
    Previous issues’ information has a life beyond one issue
    Build the most comprehensive online guide to Auckland
    Easy to access information
    Word of mouth referrals to site as THE reference point for Auckland’s activities
    Provide additional value to tourists as they research their visits prior to arrival
    Further opportunity to leverage Arrivals magazine / site – plus Weekend magazine site
  • 34. Time Out New York
    THE bible to New York – sold in magazine for $7.95USD weekly
    www.newyork.timeout.com
  • 35. www.aucklandnz.com
  • 36. www.viewauckland.co.nz
  • 37. www.auckland.co.nz
  • 38. Summary
    Attract targeted visitors who have a problem to solve
    Inform, advise, discuss, help
    Build trust with positive experience over time
    Demonstrate positive results
    Make offers that match the audience needs/wants
  • 39. Next Steps
    Examine potential competitors’ sites – audit, SWOT and report
    Define City Central’s & Exporter unique point of differentiation
    Scope conversion of site to web 2.0
    Engage


    Serve your audience needs, wants, motivations in a way that is uniquely yours