Publishing with Social Media People Publishing Limited KauriPoint Business Empowerment Specialists
Outline Web 2.0 & Social Media Strategy Opportunities in Electronic Publishing Exporter Central City Magazine
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.
“ 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!
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
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 (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
Your Social Media Strategy Participate Share Story Generate Buzz Listen Community Building & Social Networking
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!
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
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
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
Social Media Journey Take your audience on a journey
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
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
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
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
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
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
Time Out New York THE bible to New York – sold in magazine for $7.95USD weekly www.newyork.timeout.com
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
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